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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 like vitamin D3, zinc, vitamin C, and quercetin. However, in 2023 there are several emerging trends in what consumers are looking for and what is being offered.
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:
Market data shows that the protein powder and amino acids segment is the fastest-growing sector.2 It is not only the increasing number of sports enthusiasts and bodybuilders fueling this growth, but also consumers buying collagen protein products for 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 as vegan protein (pea, hemp, pumpkin, soy, rice, etc.) and whey, casein, and egg protein 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.
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 like gummies, chews, powders, effervescent tablets, and shots. 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 in vegan gummies and less candy-like composition. Most gummies are made with gelatin from animals. Vegan options include those made using citrus pectin.
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.4 This growth represents the significant increase in the popularity of functional mushrooms as 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 been shitake and reishi, 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:
Another emerging trend is the increase in the popularity of effervescent electrolyte mixes and 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.
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