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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.

  • 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.
  • 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.