For the full report or to learn more about trends that are growing — and dying, click here.
The pandemic pushed millions to seek out supplements that support immunity and ultimately brought about lasting change in the way consumers think about safeguarding their health. While mental health matters across demographics, different generations are in search of supplements that address specific concerns. Consumers, especially Millennials, are searching for natural ways to increase mental stamina and reduce the impact of stress, driving demand for CBD. A high volume trend, there are 344K average weekly searches for CBD, +11% to last year.
In the #1 spot, chlorophyll has garnered mass attention thanks to its viral takeoff on TikTok. There are 362K average weekly searches for the ‘wonder supplement,’ +317% to last year. So, is chlorophyll the cure-all TikTok touts it to be? Unfortunately, the answer is unclear. According to the available data, medical professionals still have a lot to learn before it can be recommended—despite what TikTok users want you to believe.
Probiotics and postbiotics, in ingestible and topical form, emerge as ingredients to watch. A safe bet, there are 2K average weekly searches for postbiotics, +228% to last year. The microbiome-boosting ingredient is expected to continue growing over the next year with 70% confidence.
01—Chlorophyll
Taking over TikTok as the latest viral wellness trend, chlorophyll is the pigment that gives plants their green color. Chlorophyll in supplement or liquid form contains chlorophyllin, a semisynthetic, water-soluble version of the ingredient, which supports immune system function and enhances the liver’s natural ability to remove toxins and waste from the body. Its antimicrobial powers reduce swelling and can also be used as a topical remedy for wrinkles, acne, and wounds.
02—Postbiotics
Let us break it down for you—prebiotics are the “food,” probiotics are the microorganisms, and postbiotics are the results of probiotics consuming that “food.” When applied topically, postbiotics target inflammation, protect against pollution, and promote the skin microbiome.
03—Pyrrolidone Carboxylic Acid
Derived from amino acids, pyrrolidone carboxylic acid (PCA) is a natural moisture factor and naturally occurring component of human skin. This replenishing ingredient helps to maintain the skin’s moisture level by attracting moisture from the air, creating a smooth feeling for both hair and skin.
