Service the immunity
In this time of increased focus on health and wellbeing, consumers are seeking out products that offer additional health benefits, such as vitamins and supplements, antibacterial properties added to existing formulations, or sleep aids to help with relaxation.
To increase appeal, brands can consider how to support their customers’ mental and physical health, using both supportive outreach and layering on immune support enhancements to product lines.
Nielsen IQ’s 2021 Health and Beauty Innovation Report, an annual compilation and celebration of innovation successes, recognizes brands that offer meaningful category innovation and are representative of key trends observed across health and beauty. Broadly, we considered new innovations that:
- Sell either in-store or online
- Represent a new brand or sub-brand
- Started selling in July 2020 or later
- Reached over $5mm in sales in their first 12 months on the market
For online launches, we considered brands that were new to selling online and experiencing rapid growth (the analysis looks at year one sales and does not include any analysis of the long term potential).
Little health helpers
These product innovations saw impressive in-store sales thanks to their focus on health and wellness.
This antibacterial toothpaste accrued sales of $5.3MM in year 1 sales.
Wonder herb Ashwagandha is said to promote relaxation and this supplement was so popular it saw year 1 sales of $41MM.
Zinc was in the spotlight as consumers focused on fending off illness. This potent zinc supplement made year one sales of $17.7MM.
As sleep became a priority, this snooze-boosting supplement saw year 1 sales of $18.7MM.
Click for better wellbeing
These e-commerce supplement brands have both benefited from post-pandemic growth.
“Clean” vitamin supplements made with high quality ingredients were top of many shoppers’ lists in 2021. This brand recorded sales of $290MM – 346% growth from 2020.
The at-home health testing kits recorded online sales of $15.5MM in 2021 – 147% growth from the previous year.