Natural health: What’s trending?
The natural health industry is booming – we’re all trying to take responsibility for our health and wellness and we want to do our bit for the planet at the same time. We’re looking for holistic, proactive and sustainable wellbeing solutions. The global natural health market, which includes vitamin, mineral and food supplements, herbal medicines, botanicals and phytomedicines, stands at a huge $85.06 billion and it’s predicted to reach $123.36 billion by 2035.[1] That’s colossal.
But, what’s really interesting is that although many people want solutions borne out of nature, they also want PROOF that it works. Shoppers have become much more aware of ‘healthwashing’ claims and are a lot more inquisitive and cynical as a result.
Dr Pamela Mason, researcher and advisor to us at ALL Creative recently gave us a heads up on what’s trending at the moment in the natural health world and one thing they all have in common is PROOF. The core natural health sectors growing have supporting research as well as emerging science showcasing a variety of potential health benefits.
Magnesium… for sleep[2] and more
Ashwagandha… for stress and anxiety[3]
Biotics… for gut health[4]
Mushrooms… for immune support and brain health help[5],[6]
Within these flourishing sectors, brands are looking for a leadership pole position and maximum return of investment. However, what makes a consumer choose one product over another? There are so many facets to that answer, but we know the secret lies in simplicity. Winning brands focus on a single clear outcome, offer one easy-to-understand proof point, and turn complex science into simple, everyday rituals.
For more than two decades, at ALL Creative we have been using strategic simplicity to solve hundreds of complex challenges. Healthcare brands often have a lot to communicate and for natural health products it can be even trickier to balance holistic and sustainable messaging with science-backed proof.
Consumers can’t be left to face the challenge of decoding too many complicated messages; when that happens, confidence drops and the shopper simply walks away. Research from our in-house practice, SALUTIS, found that the top reason shoppers abandon their health product journey is feeling overwhelmed by cluttered packaging.
Health trends, especially in natural wellness, can be fleeting, but today’s nature-led wellness movements are built to last: grounded in science, supported by research, and shaped by the latest smart thinking.
Sources
- [1] https://www.businessresearchinsights.com/market-reports/natural-health-products-market-120993
- [2] https://pubmed.ncbi.nlm.nih.gov/40918053/
- [3] ttps://pubmed.ncbi.nlm.nih.gov/31517876/; https://pubmed.ncbi.nlm.nih.gov/41656269/; [3] https://pubmed.ncbi.nlm.nih.gov/27329332/
- [4]https://link.springer.com/content/pdf/10.1186/s12937-025-01218-1.pdf; https://www.tandfonline.com/doi/full/10.2147/DDDT.S155110?; https://www.mdpi.com/2077-0383/10/19/4456?
- [5] https://pubmed.ncbi.nlm.nih.gov/28094746/; https://link.springer.com/article/10.1007/BF02836405
- [6] https://www.jstage.jst.go.jp/article/jos/62/12/62_1049/_article; https://pubmed.ncbi.nlm.nih.gov/25866155/; https://pubmed.ncbi.nlm.nih.gov/18434051/;https://pmc.ncbi.nlm.nih.gov/articles/PMC10675414/; https://pubmed.ncbi.nlm.nih.gov/25006989/; https://www.frontiersin.org/journals/immunology/articles/10.3389/fimmu.2017.01087/full#h7
