Food Supplements and Vitamins Trends 2023

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Supplements have become a vital part of wellness shoppers’ daily lives, and they seek these online and in-person products. A recent FMCG Gurus report reveals that 58% of global nutritional supplement users want to see supplements available online.

This blog explores the emerging food supplement and vitamin trends for 2023, drawing insights from industry reports and research studies.

  • The supplements market showed staying power in 2021 despite a return to traditional shopping behavior after the COVID-19 lockdown.
  • Supplements grew by 7.5% in 2021, indicating new daily routines for shoppers.
  • Amazon is a popular platform for supplements, with significant revenue growth.
  • 4 categories generated over $400 million in annual revenue.
  • In 2023, the VMS market is anticipated to be influenced by five primary factors: secular, macro, evolving models and channels, changing consumer demand, and product innovation.
  • Energy-boosting supplements like caffeine and nootropics are also on the rise.
  • Supplements labelled grass-fed, vegan, non-GMO, and major 8 allergen-free claims have seen significant growth in sales.

Personalised Nutrition: Meeting Individual Needs

Personalized nutrition is set to make waves throughout 2023, driven by technological advancements. According to SPINS, a leading wellness-focused data and insights provider, consumers are increasingly seeking products tailored to their specific health needs and goals.

This trend is supported by the availability of genetic testing and personalized health apps that provide valuable insights into an individual’s unique genetic makeup, lifestyle, and dietary preferences. By leveraging this information, companies can create personalized food supplements and vitamins that meet specific nutritional needs, optimizing overall health and wellness.

Plant-Based and Vegan Supplements: A Growing Preference

The plant-based and vegan supplements market is expected to grow significantly in 2023. As per a report by L.E.K. Consulting, the increasing popularity of plant-based and vegan diets is driving the demand for supplements that align with these dietary choices.

Consumers are becoming more conscious of the environmental impact of animal agriculture and seek cruelty-free alternatives. This has led to the introduction of a wide range of plant-based and vegan supplements, including multivitamins, omega-3 fatty acids derived from algae, and protein powders made from plant sources like peas, rice, or hemp. These supplements cater to individuals’ dietary choices while ensuring they receive nutrients.

Gut Health Supplements: Nurturing the Microbiome

Scientific research has highlighted the crucial role of a healthy gut microbiome in overall health, including digestion, immunity, and mental well-being. Consequently, there is a growing interest in supplements that promote gut health.

Probiotics and prebiotics are key players in this category, with probiotics providing beneficial bacteria and prebiotics serving as the food source for these bacteria. The L.E.K. Consulting report indicates that supplements containing fiber, fermented foods, and digestive enzymes are also gaining popularity as they help support a balanced gut microbiome.

Brain-Boosting Nutrients: Prioritizing Mental Well-Being

Cognitive health and mental well-being have gained significant attention in today’s fast-paced, high-stress society. In 2023, the market is expected to witness a surge in supplements targeting brain health.

According to SPINS, omega-3 fatty acids, particularly DHA (docosahexaenoic acid), have become a key ingredient in brain-boosting supplements. Other nutrients like B vitamins, magnesium, and antioxidants are also expected to be commonly found in such supplements, aiding memory, focus, and overall cognitive performance.

Attributes such as melatonin and adaptogens are popular among shoppers for mental focus, contributing to double-digit growth in those areas.

E-commerce Impact: Convenience and Accessibility

The rise of e-commerce has deeply impacted the global supplement market. With the ever-growing popularity of online shopping, consumers have easier access to numerous food supplements and vitamins from the comfort of their homes.

According to Glanbia Nutritionals, the convenience of online platforms allows consumers to explore various product options, compare prices, and access customer reviews before purchasing. This trend is expected to grow in 2023, providing consumers with greater convenience and accessibility to a diverse range of products.

The 2023 – 2030 report by Grand View Research states that in 2022, the worldwide market for nutritional supplements was worth USD 163,986.0 million and is anticipated to expand at a 9.0% CAGR between 2023 and 2030.

Key elements contributing to this growth include:

  • The increasing elderly population.
  • A transition from pharmaceuticals to nutraceuticals resulted from a heightened emphasis on preventive health care.
  • A rising interest in customized nutrition.

Distribution Manner

The offline distribution channel is anticipated to hold a significant market share of 81.34%. Due to their widespread presence, supermarkets and hypermarkets are prominent in driving dietary supplement sales in Europe and North America through offline channels. Meanwhile, the online distribution channel is expected to experience the highest growth rate, with a CAGR of 9.7% throughout the forecast period.

man holding tablet

Storage and Delivery Options for Vitamins and Supplements

The ever-evolving landscape of both physical and digital retail necessitates highly adaptable intralogistics solutions capable of promptly adjusting to product assortments and order requirements.

As e-commerce flourishes, the strain on warehouse operations amplifies daily. Committing to the right warehouse automation solutions yields numerous advantages, ensuring a seamless workflow. The Kardex System, an inventive goods-to-person approach, offers numerous benefits, allowing for a quadrupled increase in productivity through intelligent order batching.

In 2022, the adult demographic held a dominant position in the market, accounting for 46% of the revenue, due to heightened health consciousness among employed professionals and sportspeople concerning the necessity of a well-balanced diet. This awareness has generated substantial demand for dietary supplements to promote overall well-being.

Factors such as evolving lifestyles, busy work routines among working adults, and the rising prevalence of obesity, heart diseases, diabetes, and associated disorders contribute to nutritional inadequacies, which are anticipated to result in a higher intake of dietary supplements by adults.

Final Thoughts 

As 2023 progresses, the food supplement and vitamin industry is witnessing significant changes. Personalized nutrition, plant-based and vegan supplements, immune boosters, gut health supplements, brain-boosting nutrients, and the rise of e-commerce are among the key trends shaping this industry.

By staying informed about these emerging trends, individuals can make informed choices and prioritize their health and well-being in the modern age. Remember to consult with healthcare professionals or nutritionists before incorporating new supplements into your diet to ensure they align with your unique health needs.


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