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8 Trends That Define the Global Supplements Market

The global dietary supplements market is expected to expand. Increased consumer awareness regarding personal health and well-being are key growth drivers.

The global dietary supplements market size was valued at USD 140.3 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 8.6% from 2021 to 2028, according to Grand View Research. Increased consumer awareness regarding personal health and well-being are key growth drivers.

The current trends driving the supplement industry include an increased focus on healthy aging, clean eating, and sustainability. Supplement brands also aim to promote better health and reduce environmental impact. From wellness to research breakthroughs, here’s a look at eight significant currents shaping the industry.


1. Mental health awareness

Mental health awareness is on the rise. The recognition that our psychological well-being is an essential part of our health, productivity, and happiness, as well as the well-being of our communities, is top of mind. Many people have struggled with mental health or know a friend or family member who has dealt with mental illness. This has led to a sharp increase in demand for supplements that can reduce symptoms and promote overall health.

In this category, some of the most popular supplements are designed to improve mood, calm the mind, and promote relaxation in general. These include 5-HTP (5-hydroxytryptophan), L-Theanine, GABA, Valerian Root, and Vitamin D3.


2. Healthy aging

We all aim to maintain our health and function as we age. The intentional decision to take hold of opportunities to sustain and improve physical and mental health, independence, and quality of life has become mainstream.

This is one of the reasons why supplements like Vitamin D3 and Omega-3s are so popular. In this umbrella category, there has been a sharp increase in demand for products that support heart health and brain function. This has pushed suppliers to partner with private label supplements manufacturers to increase their offering and sales revenue.


3. Clean eating

Many of us want to lead healthy lives with minimal impact on the environment. This means eating locally grown foods whenever possible and eliminating or reducing the use of plastics in the home. A desire to eat clean has increased the demand for supplements like spirulina, chlorella, and wheatgrass.


4. Accelerated digitization

In recent years, access to technology has expanded. We live in a world where we can now do many tasks from laptops to smartphones with the help of apps and custom software. As such, supplements that support increased energy levels and brain function are seen as must-haves for today’s work from anywhere professionals.

Photo: Diana Vyshniakova, YFS Magazine, Adobe Stock
Photo: Diana Vyshniakova, YFS Magazine


5. Demographic shift of supplement users

A CRN consumer survey on dietary supplements reveals, “Among all the age groups, adults between the ages 35 – 54 have the highest usage of dietary supplements.” Furthermore, as younger generations look for ways to improve their wellness, it is only natural they turn to supplements. They want to look, feel, and perform their best. This has caused a rise in demand for customized supplements with ingredients suited to their lifestyle and current health.


6. Sports and bodybuilding

As more people focus on mindful movement and taking their workouts to the next level, custom supplements gain popularity. This is especially true for those who seek to improve weight loss, endurance, and overall energy levels. As a result, products with amino acids and custom protein supplements targeted at the sports nutrition market are on the rise.


7. Gluten-free and vegan lifestyle

As more people discover their sensitivity to gluten, gluten-free supplements will rise in popularity. This is especially true for custom protein and amino acid supplements. In addition, vegan products made from plant-based protein have experienced steady demand.


8. Healthy living

Healthy living is more than simple daily habits; it’s a lifestyle. This lifestyle requires a focus on healthy meals, aquatic foods, navigating information on food packages, anti-inflammatory diet, collagen, staying active, workout supplements, and sleep. As a result, homeopathic supplements and products that promote reduced inflammation, healthy skin, overall gut health, and more are rising in prominence.


Over the next few years, the demand for custom supplements is expected to rise. People are also likely to turn to custom proteins and amino acid supplements with gluten-free and energy benefits. Suppliers in this industry should partner with private label supplement manufacturers who can help them meet future demand.


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