Why is it interesting?

As health-conscious consumers seek convenience and effectiveness, brands can lean on science for answers. One answer is to focus on enhancing the body's ability to absorb nutrients and target specific wellness needs.

Healthycell's microgel technology offers a more effective way to consume vitamins. Beliv's Mighty Soda packs prebiotics, probiotics, and postbiotics to boost full-spectrum gut health. Companies like The Absorption Company and NotCo are rethinking delivery systems and plant-based foods, ensuring nutrients are easily absorbed and environmentally friendly. Meanwhile, BioGaia's probiotic line for infants and Plenish's nutrition campaign highlight the potential of targeted solutions for every age group, making wellness achievable across demographics.

So what?

Brands can make our lives healthier by making them easier.

As consumers increasingly demand effortless health solutions, brands focusing on bioavailability and targeted nutrition will lead in a market that values accessible, easy-to-integrate wellness innovations.

By making products more effective with fewer ingredients and fewer rituals, healthier living becomes more accessible for all, helping to address the nuanced needs of consumers at every life stage.