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 key areas of growth is the supplement market especially Nicotinamide mononucleotide (NMN). As a healthcare marketing agency, 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. It has been shown to have 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 480% over a two-year period.
In comparison, the US had had a slightly slower growth with online searches growing by 176% over the same period. However, this percentage will naturally be lower as the total volume is considerably higher than in the UK.
Worldwide online searches have grown 200%. This indicates a truly global phenomenon. More people are drawn to the NMN supplement industry as an answer to health optimisation.
The latest statistics reveal a fascinating trend in the NMN supplement industry, with growing interest worldwide. In the global arena, the United Kingdom has emerged as one of the fastest-growing markets. Over the span of just two years, from summer 2021 to summer 2023, interest in NMN has skyrocketed by an impressive 480% in the UK. This surge reflects a significant and noteworthy shift in consumer behaviour. This suggests a heightened awareness and interest in the potential health benefits associated with NMN supplementation. Moreover, the United States, while experiencing notable growth, appears to have shown a slightly slower trajectory. Online searches related to NMN in the U.S. increased by 176% during the same two-year period. However, in real terms, the growth is still substantial when considering the higher total search volumes in the US vs the UK.
A closer look at the data indicates whilst growth in the UK has been growing fastest over the last two years, the US NMN supplement industry is perhaps more mature with interest growing over a longer period of time. It would appear the US market is influencing the UK. Furthermore, potential explanations could include variations in marketing strategies, regulatory environments and acceptance of NMN within these regions.
Growth in the NMN supplement industry is reflected in search volumes
In the US, NMN-related searches are performed approximately 128,600 times per month in 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 reaching a substantial volume and the discrepancies in search volume may be attributed to population size and a more established US market.
By way of comparison, the common supplement ‘multivitamin’ has 18,100 searches per month in the UK. Whilst this demonstrates the growing popularity, it should be read in context. It would be misleading to believe NMN is more popular than the multivitamin. Multivitamins are sold commonly at pharmacies and health shops across the world and knowledge about it 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.
Demographic breakdown – who is attracted to the industry for NMN supplements
In the UK the largest group searching for NMN are 35 to 44. This 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 not surprising that more interest comes from the 35 to 44 group than younger groups. However, in theory, this volume should be coming from people who are older than this age group. Yet, this data needs to be understood alongside wider online behaviours. The 35 to 44 group are generally considered digital natives, who spend considerable time across multiple online platforms. This influences their behaviours.
This is perhaps a key reason for the most surprising interest of all with the 18 to 24 age group performing 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.
These figures highlight the importance of market-specific strategies and considerations for businesses operating in the NMN supplement industry. There are unique dynamics that shape consumer behaviour in each region. 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.