Digestive, skin, and sleep health have emerged as key priorities for consumers. Additionally, innovations such as microcapsules and smaller pills reflect an industry focus on enhancing the supplement-taking experience.
This is according to Singapore brand and retailer Nature’s Farm chief marketing officer Damien Foo, who said that to encourage consistent use, supplements should not be off-putting, as regular consumption is key to achieving results. If the experience is unpleasant, consumers might only take them occasionally, reducing the potential benefits.
Foo cited observations at regional events where innovations in supplement delivery systems took centre stage: “For example, glucosamine pills, traditionally large, have been reformulated using new technology to shrink the size significantly – about 20% of the original size – without compromising dosage.”
Similarly, microcapsules are gaining traction, offering a more lifestyle-oriented alternative to conventional supplement formats.
“Microcapsule technology, though not new, is now being applied to supplements like vitamin C, slimming products, and lutein. This caters to consumers who prefer formats that are easier to ingest,” said Foo, who noted that gummies, jellies, and ready-to-drink options remain popular due to their convenience and appeal.
Other novel concepts include bottled drinks with a dose of supplements housed in the cap, offering a combined pill-and-drink experience.
“Smaller, more convenient forms make supplements feel more accessible. These innovations align with lifestyle trends, steering away from the perception of taking medicine,” said Foo.
Top and emerging concerns
Additionally, there is growing emphasis on mental wellness, which is linked to sleep health.
This trend has driven interest in mental health ingredients, with saffron extract standing out as a notable example.
Known primarily as a culinary ingredient, saffron has gained traction for its benefits in mental health, sleep, and stress support. Newly published clinical studies highlighting its efficacy have elevated it to a sought-after component in the nutraceutical sector.
Apart from sleep issues, digestive health is also among the top concerns, said Foo of Nature’s Farm customers.
Sleep problems are most prevalent among those aged 25 to 40, while digestive issues, such as infrequent bowel movements and stool irregularities, affect a wide age range from the early 20s to 50s.
“Digestion concerns often involve issues like infrequent bowel movements, and changes in stool colour. Sleep issues are another significant area of concern last year. While we provide advice whenever possible, for cases beyond our expertise, we refer individuals to seek medical treatment or professional advice,” said Foo.
To address these concerns, the company recently launched Detox Bomb, a patented powdered drink featuring 101 fruits and vegetables, designed to enhance digestion and alleviate constipation.
For sleep, two melatonin-free formulations targeting stress and rest are set to launch around March 2025.
“We have two sleep formulations in development for this year, which will also feature patented ingredients. Unlike the popular melatonin supplements, ours will be melatonin-free, as there are growing concerns about melatonin’s potential for dependency. This distinction will be a key part of our messaging,” said Foo.
Last but not least, skin health looks set to remain in focus this year. The company recently launched its Collagen Duo range – Collagen Hero and Collagen Glam – which are formulated with high-concentration marine collagen peptides to nourish skin, hair, and nails from within.
This year, it will launch a new “ultimate Black Diamond collagen product”, which will contain an even more potent collagen formulation that is targeted at anti-ageing concerns.
Demand for holistic and targeted solutions
Overall, these developments indicate an ongoing desire for holistic wellness and a strong focus on beauty from within.
This is evidenced by the enduring popularity of Pycnogenol, one of the brand’s best-selling antioxidant products.
Derived from the bark of the French maritime pine tree native to southwest France, the efficacy of Pycnogenol can rival that of grape seed extract or vitamin C, according to Nature’s Farm regulatory and compliance manager, Hyumi Wong.
Pycnogenol’s unique properties include anti-inflammatory effects, the ability to bind with collagen to regenerate hyaluronic acid – essential for hydration and collagen production – and promoting healthy blood circulation, said Wong.
Adding on to its holistic wellness range, the company also launched Probiotic Women in early 2024 as a spinoff from its bestselling Probiotics+. It addresses women’s health holistically by targeting digestive issues while catering to specific needs such as intimate and sexual health.
Additionally, there are plans to launch a kids’ supplement range in mid-2025. Designed for children aged two to 12, the range will focus on probiotics, immunity support, and multivitamins.
Packaging designs will include characters from a well-known cartoon franchise, aiming to enhance appeal among children. Also, the supplements will be offered as gummies.
While pills and capsules are the most effective supplement delivery forms, gummies are a more practical option for kids who may struggle with pills. However, some of the active ingredients often lose some efficacy during gummy production. Manufacturers counteract this by adding higher nutrient doses to achieve the desired effectiveness.
Additionally, gummies are limited by taste and texture requirements. This restricts how much of the active ingredient can be included compared to pills or capsules, said Wong, who is part of a team of four in-house nutritionists that provide free nutrition consultations via Zoom or at its store outlets.
The nutritionists help consumers who are increasingly seeking clear expert guidance, as the vast amount of nutrition information online can be overwhelming.
A short questionnaire gathers details about lifestyle habits and specific health concerns. The nutritionists then provide tailored recommendations from Nature’s Farm’s range of over 150 supplements.
“We offer a variety of existing supplements, but we must be responsible in how we present them. For example, we can highlight some of the leading causes of illness today, which can contribute to a shorter life expectancy. We then recommend our products, which are aimed at supporting liver health, digestion, and other areas that promote overall well-being. But we will not claim that any product can make you live longer – there’s no such thing,” said Foo.
