Consumers are actively seeking out wellness products that tout “cleaner” ingredients—not just in the food they eat but also in the beauty products they apply to their skin. The term “clean beauty” has been steadily trending upwards on Google Search (US) since the start of the pandemic, with the term currently being searched at 3 times the rate it was pre-pandemic, up to almost 300K searches in Q4, 2021 versus less than 100K in Q4, 2019.

With this in mind, manufacturers are innovating or updating their products, working to meet the increasing demand for cleaner ingredient lines and introducing products that contain no allergens or irritants; are cruelty-free and free of parabens, sulfates, petrolatum, mineral oils, phthalates, sodium laurel sulfates and other undesirable ingredients.

The Sports Nutrition category is experiencing an exceptionally strong growth trend. Its user base is diversifying, bringing in more women and older consumers, and sports nutrition products are being increasingly adopted for health benefits that stretch beyond traditional gym and athletic performance usage.

Expanding beyond its traditional user base of young males, sports nutrition is attracting more consumers, including women and older demographics. These diverse groups of consumers are relying on protein and other sports nutrition products to meet a broader array of contemporary athletic needs, from yoga to spin class to home-based workouts.

Vegan Beauty & Wellness Big for 2022

Plant-based food, beverage, beauty and wellness alternatives are becoming more firmly embedded in the mainstream, expanding beyond just vegan-focused lifestyles. Today, plant-based options are increasingly accepted by the general population as a smart choice to promote both personal health and the health of the planet.
 
The coronavirus pandemic brought immunity to the forefront of the health and wellness conversation, as many consumers saw it as a line of defense against the coronavirus. As such, they’ve been increasingly turning to supplements designed to boost immune systems, stepping up efforts to keep themselves and their families healthy. In fact, the importance of a healthy immune system tops the list of all wellness-related topics gaining relevance since the onset of Covid, according to The Vitamin Shoppe’s consumer survey.

Social media, in particular TikTok, has helped fuel significant growth in the health and wellness space, with Gen-Z and Millennials especially turning to influencers for education and advice on how to optimize their personal wellbeing, according to The Vitamin Shoppe.