The dietary supplement market is dynamic, with constant innovation and new products. For the past two years, the industry has been dominated by immune support and products likevitamin D3,zinc,vitamin C, andquercetin. However, in 2023 there are several emerging trends in what consumers are looking for and what is being offered.
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Trend #1: Changing of Consumer Focus
Immune health will remain a key trend, but recent surveys indicate other concerns are rising. For example, in one survey of over 5,000 consumers from seven countries, including China, Japan, South Korea, Germany, France, the UK, and the US, the top concerns were sleep quality and stress, and brain health and function.1
Responses differed slightly by country. In China, the ability to think clearly and focus was the most popular health aspect, while in Japan and Korea, sleep quality came out on top. Other surveys have highlighted mental health, depression, and anxiety. And, of course, obesity and type 2 diabetes, both of which continue to rise in many countries, are still significant health issues.
Here are the top supplements for each of these significant health concerns that are expected to continue an upward trajectory in popularity in 2023:
Sleep quality:Magnesium supplementsare becoming increasingly popular. In many countries, like the US, daily dietary magnesium intake is roughly half the recommended dietary allowance for almost half of the population. Magnesium at bedtime may help promote relaxation and has been shown to improve sleep quality.Stress:Ashwagandha, particularly standardized extracts like KSM-66, is emerging as a true botanical superstar for helping bolster the ability to deal with stress, improve sleep quality, and boost energy levels.Brain health, memory, and cognitive function: For general brain health and preventing the effects of aging on memory and cognitive performance, the likely top supplement in 2023 will beNMN, nicotinamide mononucleotide, a form of vitamin B3.Mental health, depression, and anxiety: In addition to ashwagandha, standardizedsaffron extractssuch as Affron are expected to continue to grow in popularity for boosting mood and promoting improved mental health.Weight and blood sugar management:Berberineis emerging as the top supplement for nutritionally helping support mechanisms responsible for improved metabolism and blood sugar control.
Sleep quality:Magnesium supplementsare becoming increasingly popular. In many countries, like the US, daily dietary magnesium intake is roughly half the recommended dietary allowance for almost half of the population. Magnesium at bedtime may help promote relaxation and has been shown to improve sleep quality.
Stress:Ashwagandha, particularly standardized extracts like KSM-66, is emerging as a true botanical superstar for helping bolster the ability to deal with stress, improve sleep quality, and boost energy levels.
Brain health, memory, and cognitive function: For general brain health and preventing the effects of aging on memory and cognitive performance, the likely top supplement in 2023 will beNMN, nicotinamide mononucleotide, a form of vitamin B3.
Mental health, depression, and anxiety: In addition to ashwagandha, standardizedsaffron extractssuch as Affron are expected to continue to grow in popularity for boosting mood and promoting improved mental health.
Weight and blood sugar management:Berberineis emerging as the top supplement for nutritionally helping support mechanisms responsible for improved metabolism and blood sugar control.
Trend #2: More People Discover the Power of Protein
Market data shows that theprotein powderand amino acids segment is the fastest-growing sector.2It is not only the increasing number of sports enthusiasts and bodybuilders fueling this growth, but also consumers buyingcollagen protein productsfor skin health and beauty from within.
And while collagen looks like it will be the fastest-growing protein choice, consumers are buying all sorts of different sources, such asvegan protein(pea, hemp, pumpkin, soy, rice, etc.) andwhey,casein, andeggprotein powders.
Collagen is formed and utilized in the body in the formation of connective tissue components. Collagen is critical for healthy skin, joints, and bones. As we age, these tissues tend to lose collagen. That is one of the reasons wrinkles happen in the skin the older we get. Supplementing with collagen is a great way to boost the building blocks for the body to assemble into its collagen structures.
Clinical studies have shown considerable benefits from collagen supplementation in improving the health of the joints, skin, hair, and nails. These studies usually provided a dosage of 5 grams daily in the form of collagen peptides, which refer to collagen that has been partially digested for greater bioavailability and health benefits. Collagen peptides can be derived from chicken, beef, or fish.
Trend #3: Non-Pill Forms of Supplements Will Grow in Popularity
While tablets and capsules will continue to be a top choice for many consumers due to their convenience, ability to deliver an effective dosage and generally lower cost, consumers are increasingly looking to non-pill alternatives.
According to Nutrition Business Journal, in 2021, more than 60% of the purchases of dietary supplements were non-pill forms likegummies,chews,powders,effervescent tablets, andshots. It was the first year the sales of non-pill forms exceeded that of pills.
Gummy supplements, in particular, are at the head of this growth. Gummies have been steadily growing in sales for the last three decades, but in 2021 surged by 74.8% to a record $12.97 billion in annual sales in the US. In 2021, gummies composed 21% of total sales, making it the best-selling form though still less than all pill formats combined (tablets, capsules, and pill packs).3
The most significant trend within the gummy category is the growth invegan gummiesand less candy-like composition. Most gummies are made with gelatin from animals. Vegan options include those made using citrus pectin.
Trend #4: Mushroom Products Are Blooming
The global medicinal mushroom market is estimated to be over USD 25 billion and is expected to grow over 10% yearly for the next eight years.4This growth represents the significant increase in the popularity offunctional mushroomsas both food and dietary supplements due to their numerous health benefits.
Mushrooms are rich in many bioactive compounds, such as flavonoids like quercetin and baicalein, as well as polyphenols, beta-glucans, and triterpenes.
For years the most popular medicinal mushrooms have beenshitakeandreishi, which have recently become even more popular because of their immune-boosting effects. But recently, the market has been dramatically influenced by the emergence of other mushroom types with additional health benefits, such as:
Chagafor an immune system and inflammation support.Lion’s manefor boosting overall brain health and memory.Cordycepsfor supporting endurance, stamina, and energy levels.Turkey tailto promote digestive and gastrointestinal health.
Chagafor an immune system and inflammation support.
Lion’s manefor boosting overall brain health and memory.
Cordycepsfor supporting endurance, stamina, and energy levels.
Turkey tailto promote digestive and gastrointestinal health.
Trend #5: Hydration Products Are Moving Upwards
Another emerging trend is the increase in the popularity of effervescentelectrolyte mixesand other ingredients used to enhance water and promote hydration. These hydration products are available in both tablets and powdered drink mixes. They are alternatives to the popular ready-to-drink electrolyte hydration drinks in plastic bottles. With the push to get away from single-use plastic bottles, by providing the electrolytes and other ingredients in effervescent tablets or sachets, consumers can use their non-plastic container or glass to enjoy a refreshing beverage.
Historically, athletes have used electrolyte drinks and supplements to help recover after exercise by replacing lost electrolytes. But now, these products are being used to deliver electrolytes,vitamin C, and other functional ingredients targeting additional health benefits. These products are among the fastest-growing types of dietary supplements and will continue to grow in popularity in 2023.
