More demanding of proof. Scientific studies on nutraceutical ingredients are being conducted at an increasing rate. As these studies are published, both favorable and unfavorable findings are being communicated to the consuming public. Many of these findings are positive, but hearing that some supplements don’t work has made consumers skeptical of label and advertising claims and demanding of proof. They are willing to do their own research, take substantial time to make a supplement purchase decision and are loyal to the products that deliver benefits. Thus, scientific validation of bioactive ingredients are critical to future product success.

Demand for new products. Consumers in this category want to stay on the leading edge and enjoy discovering new products that meet their needs. Just as no one wants to work with an outdated computer, nutraceutical consumers don’t want anything but the latest and best technology, and that means new products. This demand for new products persists despite significant reduction in new product efforts by dietary supplement companies over the past two years.