From post-party supplement to main player in sports nutrition, the startup KA-EX which offers a “holistic recharging” product has seen an evolution of consumer interest since its launch.
Today’s digital-driven trends are transforming food & beverage dealmaking as an evolving landscape plays out in the backdrop. And although some trends we’ve seen have created significant challenges, they’ve also presented a lot of opportunity.
Three-quarters of Americans are taking dietary supplements, with 55% being regular users, according to the 2023 CRN Consumer Survey on Dietary Supplements.
Experts have discussed the importance of using AI to create ingredients with enhanced nutrient bioavailability, yet highlight the significant cost and time implications as key challenges for researchers and product developers.
Advances in our understanding of the skin microbiome and the gut-skin axis are opening up “a lot of possibilities in a market that can sometimes feel saturated”, says Marie Drago, founder of Gallinée.