The Analyst’s Take: Top three takeaways from NBJ’s Condition Specific Report

General health hangs on. With a close link to immune health in consumers’ minds, general health supplement sales were projected to have a significant flattening in 2021. Even though the swing was dramatic—7.9% in 2021, down from 27.5% in 2020—this growth matches industry growth and is much higher than pre-pandemic levels for general health. In children’s general health, the growth rate actually increased into 2021 given vaccine access and COVID concerns.

Top of mind concerns. Mood and mental health continue to be atop concerns, with one of the strongest growth rates in both 2021 and 2020, remaining strong last year at 11.5% and projected to remain well above industry growth through the forecast period. This year, the market is projected to reach $1.37 billion, more than double its size in 2017.

Focus on focus. Brain health, including cognitive, focus and memory support, has had very consistent growth in recent years. While it didn't benefit from the pandemic boost, it dropped slightly to 5.7% in 2021 from 6.3% in 2020. However, NBJ has pinpointed this as a forward-looking opportunity, with growth rising to nearly double digits in the forecast period and sales passing $1.5 billion by 2025.