We set out to capture something the industry doesn’t often produce. While we’re experts in consumer research and there are many options for market sizing, purchase data, and forecasting, what’s uncommon is getting direct insights from the people creating and developing natural products. What are they actually paying attention to? We set out to ask the ingredient suppliers, formulators, brand manufacturers, and category strategists what they expect to grow over the next three years and where they see the real barriers.

The survey reached professionals across roles, organization types, and geographies. The data covers health topics drawing real attention right now, ingredient categories with strong 3-year growth expectations, investment outlook, and what professionals see standing in the way of industry progress.

A few things in the findings are worth flagging before you open the infographic. The ingredient growth outlook is concentrated, with biotics dominating the top of the list, and postbiotics in particular showing strong interest, which is interesting given where consumer awareness of that category sits. And then there’s what we keep coming back to, a paradox in the data. The #1 driver of industry attention and the #1 barrier to industry progress are one and the same. See for yourself.