How healthy is the US dietary supplement market? Let’s count the ways.
“This is a really strong industry,” he said. Bill GieblerDirector of Content and Insights, New Hope Network nutrition business journal (NBJ) at the current status session of the supplement industry. Natural Products Expo West. “The $63 billion figure is about $2 billion more than we expected before the small event of COVID-19 happened. I will.”
What is driving the news is supplement trends We will focus on sports nutrition, women’s health, mushrooms, delivery formats, popular specialty ingredients, and more. Click here to visit New Hope Network’s sister site. Natural Products InsiderPlease take a look at the product examples at the exhibition hall.
Start purchasing news. But it probably won’t be that soon, beloved natural brick-and-mortar retailers.
The $63 billion figure is a new record, according to NBJ estimates, as consumers flocked to Amazon looking for bargains, and sales of supplements on the channel rose nearly 9% from a year ago.
Also speaking at Natural Products Expo West, NBJ Market Research Analyst Erika Craft noted that the overall mass market grew by 5.1%, while the premier natural channel showed flat growth of 0.6% in 2023. .
“In addition to the growth in the supplement industry, e-commerce is also growing,” Kraft said. “Consumers are still looking for more affordable options.”
But as inflation subsides, independent natural retailers are hopeful that supplements’ fortunes will improve, especially since supplements are the highest-margin products on store shelves.
“The natural specialty channel continues to lose market share to other growth channels,” Kraft said. “The mass market is really starting to grow and start to take part of it.”
The good news in the numbers is that most of the growth over the last year or two has been due to price increases. Coronavirus-related supply chain anger “Things are increasing right now, both in dollars and units,” he said, such as shipping costs going up 10 times. scott dickerDirector of Market Insights, spinduring the Expo West Symposium.
5 supplement trends for 2024
Beyond that channel story, there are many consumer reviews and sales successes. Specific Health Conditions and Featured Ingredient Categories.
Dicker said, “We all like new and exciting ingredients to come out, but the fastest growing supplements are established ingredients that are gaining new audiences.”
sports nutrition
Sports nutrition epitomizes this sentiment, with all-stars like creatine finding women and electrolytes finding hungover Gen Zers. In total, the sport has grown by a healthy 8.5% and is expected to continue growing at 7.1% in 2024, Kraft said.
The main ingredients here are pre-workout, creatine, hydration, and powered by sports powder. Especially the powder, thanks not only to protein, but also to whey protein. Yes, the whey groove is back. Remember when everyone was obsessed with plant-based proteins? SPINS research said whey grew 21% last year, once again taking the lead in both growth and market share.
“Women don’t think of it as bulky anymore,” Dicker said of the larger female protein market. He noted that liquid RTD protein beverages experienced 18% year-over-year growth.Obtained muscle milk?
Dicker said he could envision beetroot taking off over the next year. Because of that ability Acts as a nitrate booster, improving blood flow and downstream cardiorespiratory endurance, as well as improving mitochondrial number and efficiency and strengthening muscle contractions. “This year it was beets, last year it was creatine, and the year before that it was ashwagandha,” Dicker said.
Mr Dicker said pre-workouts were up 9% and energy drinks were up 14%, while creatine was up an “amazing” 47% and hydration and electrolytes were going “really well” with a 52% increase. He said that
Giebler said the sports/energy/weight categories combined accounted for one-third of all supplements sold in 2023, and while immunity sales were flat in 2023, immunity accounted for 8.3% of all supplements sold in 2023. It ranked second in market share.
Special ingredients
Specialty foods came in second place with a growth rate of 4%.These are the following ingredients collagen, probiotics, omega 3, 5-HTP, melatonin and Coenzyme Q10.
especially bioticsDicker said probiotics, prebiotics, postbiotics and synbiotics came in second place with prebiotic and probiotic capsules growing at 34% and powders at 29% growth. That’s what it means. [For a deep dive into all things biotics, download the free Natural Products Insider digital magazine on the subject.]
women’s health
women’s health Supplements in particular are becoming more serious. Specifically, at least five segments.
One is perimenopause, the period leading up to a woman’s last menstrual cycle, interrupted by hormonal changes and cycle irregularities. According to , this stage can last from four to eight years. North American Menopause Society. According to Pamela Peek, M.D., host of the HER Radio Show podcast and spokesperson for the Solaray supplement brand, the supplements here can help with mood swings, difficulty sleeping, hot flashes, night sweats, weight gain, and changes in sex drive. It is said that there is a tendency to deal with symptoms such as. .
Solaray recently released its Her Life Stages lineup with five SKUs: PMS and Menstruation, Sexual Desire, Perimenopause, Menopause, and Postmenopause.
The second is creatine, which is attracting attention among women. “There are a lot of tried and true ingredients like creatine and HMB that are being touted with the ‘get bigger, get stronger, get faster,'” said GNC’s Rachel during a women’s health panel at Expo West. Jones said. Maintains lean muscle mass and metabolism. ”
The third is sexual desire. “Women actually like to openly talk about being sexual beings,” Dr. Karen Hecht, scientific manager at ingredient supplier Astrareal, said during the panel discussion.
The fourth is digestion, which is where it all begins. “Fiber is the new protein,” Julie Gordon-White, founder and CEO of Menowel Bar, told the women’s panel. “Fiber needs to be sexier. Get some fiber. Eat whole foods first. Fiber is the new thing.”
Natural Factors has released a new 9-strain probiotic Women’s Ultra Ultimate Probiotic Formula containing a significantly higher amount of 55 billion CFU to restore gut health.
And of course the fifth one is beauty of nature. Natural landscapes are led by brands such as Dr. His Bronner’s, Maile, and Acure. “Natural beauty is a growing space where growth accelerates,” he said. alice mintz, SPINS Director of Solutions Architecture. “Natural used to have an 8% share, now it’s 10% and has grown to $5.5 billion. Last year, overall natural beauty increased by 20.2%.”
Formats other than tablets
Formats other than tablets Continue to rule them. Sales of pill forms such as tablets, capsules and softgels were flat, Giebler said. “Everything else is growing: chewables, foams, gummies, liquids, lozenges, lollipos, powders, shots,” he said. “We think we’re reaching the drug’s limit, but it’s difficult to predict.”
mushroom
Mushrooms are part of a wave of completely natural, unadulterated, unprocessed plants that are becoming legal. We’re talking about a cannabis continuum from marijuana legalization to the hemp CBD boom (which has crashed considerably since COVID-19, but still). And we’re also talking about the growing cultural acceptance of psychedelics. His two large jars of upright psilocybin magic mushrooms were on sale at a California marijuana dispensary.
Psychedelic mushrooms are not sold as supplements, but other mushrooms certainly are. At every Natural Products Expo, there is an ingredient that is the star of the show. Expo West 2024, it was mushrooms. Reishi, chaga, agaricus, and especially the nootropic lion’s mane were all on display.
Dr. Sandra Carter, founder of the OM Mushroom Superfood Supplement Line, which is undergoing a major expansion in San Diego, claimed that lion’s mane is the star of the show this year. Popular nootropic categoriesshe believes that endurance-enhancing Cordyceps sinensis is the next big thing.
Will it actually work? You’ll have to wait until Natural Products Expo West 2025 to find out.
