The US supplement market proves consumers’ health and wellness interests are evolving. Here's what you need to know about the market segments, growing and emerging health claims, and top flavor trends in supplements. 

The yogurt category is getting even more nutritious—and delicious. Check out the 2024 yogurt trends, from high protein to new flavors.

Functional breakfast cereals deliver on health but can sometimes lack excitement. Upgrading the flavor and visuals is an opportunity for brands to put the fun back into breakfast cereal.

Innovation is driving the 2024 plant-based protein trends—from emerging proteins to nutrition-focused claims to new formats for plant-based meat and eggs.

Baby Boomers want products that reinforce their desire to age healthfully.

Functional ingredients are the top driver of growth in nutrition bars. From muscle building to digestive health to improved energy, there’s a nutrition bar to meet everyone's needs. 

Supplements are becoming an integral part of healthy living for consumers globally. As health concerns expand to include mental wellness and new preferences emerge such as sustainably-produced products, brands have to respond quickly to address these new needs.