• Joshua Kleinstreuer

Leading Dietary Supplement Trends for 2023

For successful revenue growth and customer base expansion, dietary supplement brands need to routinely bring innovative products to the marketplace, upgrade their existing products, and stay abreast of the latest trends in a market that is currently valued at nearly $72 billion and expected to surpass $128 billion by 2028.


The research and development team at Gummi World is consistently monitoring buyer behaviors to identify popular supplements, evolving delivery methods, and new niche markets.


As a pioneering dietary supplement contract manufacturer, Gummi World works with clients to inform them of industry insights while developing their custom formulations. Consequently, brands are able to stay competitive in a constantly changing market. Supplement brands big and small need to pay attention to these leading dietary supplement trends for 2023:


1. Gummies Are Mainstream

Apple cider vinegar gummies helped solidify the delivery method as a valid, convenient, and tasty method of taking supplements. In recent years, the product availability of gummy vitamins expanded to include CBD gummies, melatonin gummies, elderberry gummies, beauty gummies, as well as many of the essential vitamins and minerals recommended by the NIH Office of Dietary Supplements. With a growing geriatric population, gummies are a preferred delivery method due to their convenience and ease of consumption compared to hard capsules, soft gels, and tablets.


2. Plant-Based Supplements

Plant-based ingredients for supplements are becoming increasingly popular with consumers and will continue to trend throughout 2023. This includes pectin-based gummies instead of gelatin, as well as plant-based capsules such as cellulose. No matter what their regular food diet is, consumers are seeking out dietary supplement products marked as “Vegan-Friendly.”


3. Blends Backed by Science

In a highly unregulated industry such as dietary supplements, consumers are seeking out innovative formulations which have scientific evidence to support their claims. While dietary supplement health claims and statements are not FDA approved, brands can tout the efficacy of their products based upon the scientific research behind their ingredients. Consumers also want combinations of raw materials and traditional ingredients, in addition to their favorite, pure supplements. These blends can be produced as gummies or inside of capsules. Blends can enable dietary supplement brands to expand their product lineup with new formulations that offer support for a specific health concern.


4. Innovative Immune Support Supplements

Immune support supplements are still popular among consumers, albeit down slightly from their height during 2021. The most popular supplements for immune system support included vitamin C, vitamin D, zinc, as well as immune-specific herbs or plants such as Echinacea and Elderberry. This surge in interest was undoubtedly influenced by the COVID-19. As such, while the sales of immune-support supplements will gradually decrease over time, it is likely they will still be higher than pre-pandemic levels since the importance of immune system health is at the forefront of people’s minds. That being said, in order to maintain relevance in 2023, dietary supplement brands and contract manufacturers must develop innovative and complex formulations to support immune system health.


5. Stress Reduction and Sleep Support Supplements

Demand for supplements supporting sleep and reducing stress surged throughout 2022 and is expected to continue throughout 2023. As people take care of their physical health, they are also recognizing the important of mental wellness. To help with mental health, various supplements for stress have emerged on the market including CBD, adaptogen blends such as ashwagandha, 5-HTP, L-theanine, and B-Complex vitamins. Emerging trends for sleep support supplements include melatonin, valerian root, passionflower, and glycine. Any of these supplements present growth opportunities for brands to expand their product lineup with a variety of delivery methods including gummies, soft gels, and hard capsules.


6. Eye Health Supplements

Supplements for eye health are relatively new, compared to other categories, which presents even more opportunity for expansion. The global eye health supplements market is projected to exhibit a CAGR of more than 6% during 2022-2027, according to market research. Popular supplements for eye health include Vitamin C, Vitamin E, Beta-carotene, Zinc, Zeaxanthin, Selenium, Lutein, Thiamin, Folic acid, and Omega-3 essential fatty acids. Eye health supplements is one category which can thrive as a blend backed by science with various delivery methods.


7. Bone and Joint Health Supplements

Another category dietary supplements experiencing a high volume of interest is support for bone and joint health. Market research reports valued the global bone and joint health supplements market at approximately $11.7 billion in 2022 with a projected valuation to reach $17.6 billion by 2027. In order to be successful, brands must think divergently. The marketplace is overloaded with dietary supplements containing glucosamine and chondroitin for joint health, or the classic Calcium and Vitamin D combination for bones. Similar to the other supplement categories, companies must create science-backed formulations that combine traditional ingredients with other supplements. The consumer interest is tremendous, with the global bone and joint health supplements market estimated to be valued at $11.7 billion in 2022 and is projected to reach $17.6 billion by 2027.


Modernization is Key

The common theme among all of these leading dietary supplement trends for 2023 is modernization. Dietary supplement brands can continue to offer their current lineup of core products, yet the key to success is giving each of them an upgrade. Brands must go beyond fancy packaging or changing their labels. Consumers are paying close attention to the actual ingredients they are putting in their body while seeking out new delivery methods. If brands take the time to create new formulations that coincide with the health goals of their existing products, their customers will notice.


Get started today and modernize your dietary supplement brand with custom formulations and new delivery formats!

Contact Us: Call our Partner Satisfaction Expert at 830-480-6110 or request a quote online today to learn more about how you can start providing your consumers with new custom formulations or new delivery formats for your existing product lineup.