Natural Products Expo West: 3 Supplements Trends

Published 23 March 2022

2 min read

At Natural Products Expo West (March 9-12, Anaheim, CA), supplement brands launched new vitamin formats that conferred them an instant health halo. We distil three key trends seen at the show.

Published 23 March 2022

At Natural Products Expo West (March 9-12, Anaheim, CA), supplement brands launched new vitamin formats that conferred them an instant health halo. We distil three key trends seen at the show.

  • Instant Gratification Supplementation: “If [taking a supplement is] fun, it’s going to be more memorable to consumers, and they’ll remember to take it again,” said Jason Mitchell, founder of US CBD brand HempFusion, speaking on a panel exploring how supplement brands can prioritise fun, food-like formats to encourage long-term compliance.

    The trend manifested on the show floor through vitamin-spiked sweets. California-based kids’ supplements brand ChildLife debuted multivitamin cookies, which get their health halo through superfood ingredients like vitamin-C-rich acerola, olive powder for brain-healthy polyphenols and immune-supportive elderberry. And Goli – also California-based and known for its apple cider vinegar gummies – launched chocolate-covered vitamin chews in energy, calm and multivitamin varieties.

  • Diet-Supportive Drinks: New powdered drink mixes deliver a nutritional boost with functionality adapted to specific diets. Targeting health enthusiasts, Texas sports nutrition brand Mantra Labs released its super greens powder that provides vitamins C and D, plus minerals zinc and selenium, through a high-fibre blend of powdered fruits and vegetables.

    Joining the growing pregnancy supplements category, Wisconsin dairy collective Organic Valley debuted pre- and post-natal smoothie mixes containing omega-3 and folic acids, and vitamins A, D and B, respectively.

  • Kid-Friendly Probiotics: Exhibitors at Expo West launched probiotic gut-health supplements for kids. Florida-based supplement brand Garden of Life released a kid-friendly, low-dose probiotic gummy with five billion CFUs (colony-forming units). Canadian brand Herbaland blends its child-targeted probiotic gummies with multivitamins, while Ohio-based Biohm positions its new kid-friendly probiotic supplements as providing both immune system and digestive support.