A search engine analysis of the NMN supplement industry
The longevity industry is booming. A report by Deloitte found that the top 50 longevity companies raised more than $1 billion in venture funding in 2020. Underpinning this is a fast-growing consumer interest in preventative health. One of the critical areas of growth is the supplement market, especially Nicotinamide mononucleotide (NMN). As the world’s first marketing agency specialising in the longevity industry, we monitor and analyse vast amounts of online data. In this report, we analyse search engine data to understand how interest in the NMN supplement industry is fast changing and why.
What is NMN?
NMN is a naturally occurring molecule that can help to elevate NAD+ levels. This is necessary for life and decline as we age. Research shows it offers a number of potential benefits for longevity. This includes reducing the risk of age-related diseases, improving cognitive function, and increasing energy levels.
480% surge in interest in the UK reflective of wider NMN supplement industry growth
One of the fastest-growing NMN supplement markets is the UK. By summer 2023, interest in NMN had increased by 480% over two years.
In comparison, the US had slightly slower growth, with online searches growing by 176% over the same period. However, this percentage will be lower as the total volume is considerably higher than in the UK.
Online searches have grown 200% worldwide, indicating a truly global phenomenon. More people are turning to the NMN supplement industry as a solution for health optimisation.
Recent statistics reveal an interesting trend in the NMN supplement industry: rising global interest. The United Kingdom has emerged as one of the fastest-growing markets in this sector.
Between the summers of 2021 and 2023, interest in NMN in the UK increased by an impressive 480%. This substantial surge indicates a significant shift in consumer behaviour, reflecting a greater awareness of the potential health benefits associated with NMN supplementation.
In contrast, while the United States has also experienced growth, it has been at a slower pace. Over the same two-year period, online searches related to NMN in the U.S. rose by 176%. Nonetheless, the overall increase is still considerable when considering the higher total search volumes in the U.S. compared to the UK.
Furthermore, analysis of the data suggests that while the UK has exhibited the fastest growth in recent years, the U.S. NMN supplement market appears to be more mature, with interest having developed over a more extended period.
It seems that the U.S. market is influencing the UK. Possible factors behind these trends may include differences in marketing strategies, regulatory environments, and the overall acceptance of NMN in these regions.
Growth in the NMN supplement industry is reflected in search volumes
In the US, people perform approximately 128,600 NMN-related searches per month on search engines. In contrast, the UK sees approximately 22,900 NMN-related searches per month
As the data shows, both the United States and the United Kingdom have strong consumer interest in NMN-related searches. Both NMN supplement markets are achieving substantial volume, and differences in search volume likely reflect population size and the more established US market.
By way of comparison, the common supplement ‘multivitamin’ has 18,100 searches per month in the UK. Although this highlights the growing popularity, it should be considered in context.
It would be misleading to believe NMN is more popular than the multivitamin. Pharmacies and health shops worldwide commonly sell multivitamins, and knowledge about them is widespread.
This can influence online behaviours and search patterns. However, it does demonstrate that there is genuine interest in the NMN supplement industry, especially when combined with the surge in interest over the last two years.
Moreover, the growth of at-home health tests like Tally Health, coupled with a 500% increase in interest in trends such as functional medicine, indicate this is no isolated phenomenon. More people are looking to take early interventions which even extends to their pets!
Demographic breakdown – who is attracted to the industry for NMN supplements
In the UK, the largest group searching for NMN is 35 to 44, which accounts for 62.5% of all searches for that term. Yet, 48% of all people searching for the scientific term “Nicotinamide mononucleotide” in the UK are 18-24.
In the USA the largest group searching for NMN are also 35 to 44. They account for 50% of all searches for that term. This is the same for “Nicotinamide mononucleotide”. In the USA, 39.4% of people searching for that term are aged 35 to 44.
Since NMN levels decline as we age, it is perhaps unsurprising that more interest comes from the 35 to 44-year-old group than younger groups. However, in theory, this volume should be coming from people who are older than this age group.
Yet, this data requires analysis alongside wider online behaviours. The 35 to 44-year-old group are generally digital natives who spend considerable time on multiple online platforms. This influences their behaviours.
This is perhaps the key reason for the most surprising interest of all: the 18- —to 24-year-old age group performs the most searches for the scientific term “Nicotinamide mononucleotide” in the UK.
A potential reason for this is TikTok, where NMN-related content has received over 114 million views. Indeed, we can see the impact of social media on many emergent health trends, causing interest in ice baths to surge 767% worldwide and Ozempic to reach 1m monthly searches.
These figures highlight the importance of market-specific strategies for businesses operating in the NMN supplement industry.
These include understanding how to identify a social media niche, enhancing Entity SEO, and building topical authority on your website.
As NMN continues to capture the attention of individuals seeking health and longevity benefits, businesses should adapt their approaches to align with the specific needs and preferences of their target markets.
One way to do this is through creating search engine-optimised content with specific audiences in mind. Moreover, using better user segmentation can help.
NMN safety is not a concern for consumers
In the UK, 540 people search for the side effects of NMN on average per month, that’s approximately 2.4% of all users searching for NMN.
In the USA, 2400 people search for the side effects of NMN on average per month, that’s approximately 1.9% of all users searching for NMN.
The statistics on user searches for the side effects of NMN in the United Kingdom and the United States offer valuable insights into the concerns and considerations of individuals exploring information about NMN supplementation.
The fact that safety-related searches comprise a relatively small percentage of overall NMN searches indicates that the majority of users may be more focused on the perceived benefits of NMN.
Consequently, these statistics highlight the importance of providing comprehensive and transparent information about the potential side effects of NMN in educational materials and marketing campaigns.
It would appear the general public is not proactive in finding such information, meaning NMN companies need to be more forward-leaning. This will help ensure people are not taking the supplement when they should not.
0 Comments