September 6, 2022
![Retail Discovery—Wellness Reimagined captures trends in supplements Retail Discovery—Wellness Reimagined captures trends in supplements](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/blt780a934926737a47/64ff17cb77991b2b58d3a5d5/wellness-reimagined-promo.jpg?width=700&auto=webp&quality=80&disable=upscale)
"Supplements have never been more fun," says New Hope Network Supplements Editor Todd Runestad.
"Gummies? Totally fun! And they're flavorful and they're a great way to get positive nutrition," Runestad says.
"Who doesn't like doing shots?" Runestand asks, referring to one of the innovative ways to ingest supplements. Even he admits they might not taste great, though.
"Cold and flu season isn't really cold and flu season; it's the vitamin D deficiency season. Immunity is now a 365-day season," Runestad says.
Mental wellness and mood supplements now employ consumers' deepest hopes such as joy, relax and calm, tranquility, zen and positive mood to brand themselves.
Hemp CBD brands continue to innovate, blending the ingredient with other botanicals, coffee and tea. Mushrooms are an emerging superfood—and the future of psychedelics is unknown.
Supplement brands are reducing the plastic they use in their packaging and finding other ways to improve sustainability.
Not surprisingly, the COVID-19 pandemic boosted supplement sales to unprecedented levels in 2020. Somewhat surprisingly, sales continued to grow in 2021, according to Nutrition Business Journal.
"The burning question is, 'What is the resiliency of the supplement industry as we face inflation and a potential economic downturn?'" Senior Industry Analyst Claire Morton Reynolds said in her State of the Industry presentation during August's NBJ Summit. "The bottom line is, we're all remaining pretty optimistic about industry success and resiliency."
Of course, as supplement sales grow, so does the variety of SKUs. So how does a retailer choose what to stock? Todd Runestad, senior editor of ingredients and supplements for New Hope Network, discussed that during May's Retail Discovery Session—Wellness Reimagined on the Natural Products Expo Virtual platform.
Click through the gallery to see his suggestions and select comments. For more, register for the platform and watch the entire presentation.
Editor's note: Brand names in red text have virtual booths on the Natural Products Virtual Expo platform.
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