Market Challenges And Opportunities

Fiber Supplements Market Drivers:

Increasing prevalence of gastrointestinal diseases: The rising prevalence of gastrointestinal diseases, such as irritable bowel syndrome, constipation, and diarrhea, is driving the growth of the fiber supplements market. According to the International Foundation for Gastrointestinal Disorders, around 45 million Americans suffer from chronic constipation issues. Fiber supplements can help improve digestion and gut motility. The psyllium husk supplement is commonly recommended by doctors to provide relief from occasional constipation. The growing recommendation of fiber supplements by healthcare professionals is expected to boost product adoption. For instance, as per the World Gastroenterology Organisation, gastrointestinal diseases affect nearly 35% of adults worldwide in any given year. The organization has also reported that diseases like GERD affect around 20% of Americans on a weekly basis.
Growing consumer focus on preventive healthcare: Consumers are increasingly focusing on preventive healthcare and proactively managing diseases through supplements and functional foods. According to a survey, around 77% of consumers take nutraceuticals to avoid health issues. Fiber supplements are being utilized to lower cholesterol levels, improve heart health, regulate blood sugar levels, and aid in weight management. The rising consumer inclination towards preventive care through supplements is anticipated to propel the demand for fiber supplements. For instance, according to the figures released in 2022 by the Australian National Health and Medical Research Council, only 8% of Australian adults were consuming the recommended minimum of 30g of fiber per day.
Increasing demand from geriatric population: The growing geriatric population across the globe is contributing to the rising utilization of fiber supplements. According to the World health organization ( WHO), the global geriatric population is projected to reach 2.1 Mn by 2050. Elderly people often have high risks of cardiovascular diseases, diabetes, and gastrointestinal disorders. Fiber supplements can potentially help in managing these conditions. The surging geriatric populace is expected to drive the growth of the fiber supplements market. For instance, a 2020 study by the National Health and Nutrition Examination Survey revealed that over 70% of American adults do not consume the daily recommended fiber intake of 25-30 grams through their usual diet.
Rising demand for functional foods and beverages: There is an escalating consumer demand for fortified functional foods and beverages that offer extra health benefits. Food and beverage manufacturers are increasingly adding fiber supplements such as inulin and psyllium husk to a range of products including bread, cereal, yogurt, milk, juice, and smoothies to enhance their nutritional profile. The growing incorporation of fiber supplements in functional food and drinks is acting as another key growth driver for the market.

Fiber Supplements Market Opportunities:

Increasing demand from emerging economies: Emerging economies, such as China, India, Malaysia, Brazil, Mexico, and Indonesia, offer significant untapped opportunities for fiber supplement brands. Rising disposable incomes, growing health awareness, and increasing digestive health issues are catalyzing the adoption of dietary supplements in these countries. Market players can focus on expanding their distribution networks, product customization, competitive pricing, and marketing initiatives to tap into the enormous potential offered by emerging markets. For instance, as per WHO, nearly 80% of diabetes deaths occur in low and middle income countries.
Growing popularity of plant-based and clean-label supplements: There is a rising consumer inclination towards clean-label and plant-based health supplements devoid of artificial ingredients and additives. Consumers are increasingly looking for fiber supplements made from organic and natural raw materials. Brands can focus on launching plant-based and non-GMO supplements to attract ethically and health-conscious consumers. Unique packaging and transparent labelling can further help in gaining consumer trust. For instance, according to statistics, over 34% of global citizens followed a special diet or eating pattern such as veganism, vegetarianism or paleo in 2020, indicating a sizable portion of consumers interested in natural, plant-based options.
Surging popularity of e-commerce: The growing proliferation of online retail and direct-to-consumer e-commerce websites provides immense opportunities for fiber supplement brands. Companies can focus on selling through their own websites and third-party online marketplaces. Digital marketing, discounts, and loyalty programs can be leveraged to attract customers. This can help expand product reach and boost consumer access to supplements brands in a cost-effective manner. For instance, as per data from the United Nations Conference on Trade and Development (UNCTAD), global e-commerce sales jumped from U.S $25.6 trillion in 2014 to U.S $29 trillion in 2020.
Increasing demand from food industry: There lies strong potential for fiber supplement manufacturers to cater to the growing demand from the processed food industry. Food manufacturers are seeking clean-label stabilizers and fortification ingredients to develop fiber-rich products. Catering to this demand can allow supplement brands to diversify their revenue streams and drive higher sales volumes. Strategic partnerships and private label manufacturing can be undertaken to serve the food ingredients segment. For instance, the WHO recommends an intake of 25-29g of fiber per day, however data from the UN Food and Agriculture Organization reveals global average consumption is only about 18g daily.

Fiber Supplements Market Restraints:

Adverse effects: Certain side effects and intolerance associated with fiber supplements among some users are negatively impacting the market growth. Some individuals may experience bloating, gas, and abdominal discomfort after taking certain fiber supplements which limits their adoption. Proper dosage instruction and warning labels are critical to prevent adverse impacts and ensure safe consumption. For instance, according to the Norwegian University of Science and Technology study in 2021, over 60% of participants reported digestive problems with fiber supplement intake of over 25 grams per day.
Counter balance: Offer personalized solutions based on dietary needs, such as low sugar for diabetics or high-fiber blends for digestive health. Implement a subscription model that can be tailored to individual consumer usage patterns for convenience and retention.
Negative publicity and false claims: There have been certain instances of negative publicity and lawsuits associated with false health claims of some supplement brands. This leads to growing consumer distrust and skepticism while purchasing supplements. Strict regulatory action on misleading claims and extensive clinical studies to substantiate product efficacy claims are vital to tackle this restraint.
Counter balance: Create educational content highlighting the benefits of fiber, proper usage, and how your supplements help with specific health conditions.
Preference for dietary modification: Medical professionals often recommend making changes in diet and increasing intake of high-fiber foods rather than directly supplementing fiber. This can restrict the adoption among some users. Awareness about the benefits of supplements in providing concentrated dosage and addressing nutritional gaps can help address this restraint for market players. For instance, as per data from the Global Burden of Disease study published in Lancet in 2020, only one in 10 people worldwide currently meet the recommended fiber intake through their diet.
Counter balance: Highlight sustainable sourcing and environmental consciousness in product marketing.

Recent Developments:

New product launches:

In January 2022, Optimum Nutrition launched Prebiotic Fiber to support digestive health and immunity. It contains 5 grams of prebiotic fiber per serving. Optimum Nutrition is a brand that offers a range of nutritional supplements, including protein powders, multivitamins, and energy drinks, among others. The brand has been trusted by professional athletes and gym enthusiasts for over 30 years Optimum Nutrition's products are designed to help build muscle, support recovery, and enhance endurance. The brand's protein powders, such as Gold Standard 100% Whey, are made with a blend of whey protein isolate, whey protein concentrate, and hydrolyzed whey protein and contain 24g of protein per serving
In September 2021, Garden of Life announced a new line of Dr. Formulated Organic Fiber supplements featuring prebiotic fiber for gut health
In June 2022, Metamucil launched a new line of fiber thins made with psyllium husk to help consumers add more fiber to their diet. The new thins are available in cinnamon spice and chocolate flavors. Metamucil is a fiber supplement.

Acquisition and partnerships:

In May 2022, The Honest Company acquired Earth Mama Organics, expanding its portfolio into the herbal supplements and belly butter category.

Earth Mama Organics is a company that offers a range of herbal care products, including herbal supplements and belly butter, formulated with effective organic ingredients to support pregnant and breastfeeding women and their families.

The Honest Company is a digitally-native consumer products company that provides safe and effective products for baby, personal care, cleaning, and vitamins.

In January 2023, The Vitamin Shoppe partnered with Ancient Nutrition for retail distribution of its collagen protein powders and fiber supplements

The Vitamin Shoppe is an American retailer of nutritional supplements, based in New Jersey. The company offers a wide range of products, including vitamins, supplements, protein powders, probiotics, and more. The Vitamin Shoppe operates both online and in-store, with over 700 locations across the United States.

Ancient Nutrition is a health and wellness company that offers a range of products, including whole-food supplements, multivitamins, and CBD hemp products. The company focuses on using organic, raw, and superfood ingredients, with an emphasis on regenerative farming practices. Ancient Nutrition's CBD hemp products are made from USDA Certified Organic hemp grown in the USA and blended with historically regarded and clinically-studied botanicals. The company is dedicated to regenerative farming practices and has committed 1% of all revenue to the RANCH Project, which focuses on regenerative organic agriculture.

In September 2021, Nestlé Health Science acquired Vital Proteins, adding collagen supplements and protein powders to its portfolio of consumer health products.

Nestlé Health Science is a global leader in the science of nutrition, committed to nourishing those who need extra care, filling nutrition gaps, and providing innovative products for a healthier future. The company offers a range of products, including whole-food supplements, multivitamins, and CBD hemp products, and focuses on using organic, raw, and superfood ingredients, with an emphasis on regenerative farming practices. Nestlé Health Science has three areas of focus: active lifestyle nutrition, medical nutrition, and pharmaceutical. Vital Proteins is a health and wellness company that produces collagen supplements. Vital Proteins' products are designed to help people feel better and live fuller lives through sustainably-sourced nutrition products, promoting health, fitness, and natural beauty. The company offers a range of products, including collagen peptides, marine collagen, and other supplements. Vital Proteins' collagen supplements are made from high-quality bovine and marine sources and are unflavored and easily digestible.