While the supplement industry still leans on “bounce back” promises, CHEMI Nutra’s latest study highlights a new consumer mindset: wellness isn’t about reclaiming the past but moving ahead with a stronger sense of self.
A new study of 548 US consumers who are in periods of life transition reveals that wellness goals are shifting from peak performance to a focus on presence.
With 83% seeking supplements that help them “feel like themselves again,” CHEMI Nutra positions Emotional Anchoring as a new category bridging mindset and nutrition.
The ingredient company has released findings from a national survey of 548 US consumers navigating major life transitions, including injury recovery, postpartum, GLP-1-supported weight loss and age-related change.
The results underscore an emerging truth: wellness today goes beyond performance, centring instead on how individuals experience and feel in their own bodies.
“Our research confirms that consumers want more than performance — they want presence,” said Michael Petteruti, President at CHEMI Nutra.
“They’re looking for supplements that help them feel emotionally steady, motivated and connected to themselves during change.”
Key findings from the study include the following:
- Seventy-one per cent are currently experiencing a major life transition, yet only 28% feel today’s supplements are designed for them
- Eighty-three per cent want supplements that help them “feel like themselves again”
- Sixty-eight per cent say staying motivated after a major life shift has become harder.
Emotional states such as flatness, anxiety and restlessness significantly increase interest in supplements that support calm, grounded and focussed motivation.
The study identifies a new category of consumer need, Emotional Anchoring, described as the emotional scaffolding that carries people through physical and identity transitions.
It’s not about temporary stress relief; rather, it's about helping people feel whole, steady and ready to engage with life again.
“Emotional Anchoring is the bridge between mindset and medication."
"This could be especially beneficial for GLP-1 users, prenatal, postpartum individuals and those facing age-related change,” added Michael.
“This is an evolution in cognitive and performance nutrition and we are here to help you support the consumer voice.”
CHEMI Nutra’s Ingredient Solutions for Emotional Anchoring include the following:
- AlphaSize: supports presence and cognitive clarity, helping emotions stay steady and thought processes clear as life changes
- Mediator: maintains continuity and grounding through transformation, giving the mind a stable physical base to adapt
- SerinAid: fosters calm and resilience, restoring motivation and a sense of self when routines shift.
With Emotional Anchoring, CHEMI Nutra invites brands to formulate for the whole person—not just the visible outcome.