Sector in Flux

Growth is stalling as the sector normalises following a pandemic-era boom (read V&S 2021: Sector Outlook) and confronts inflation-weary shoppers. But with more consumers having developed a supplement habit – which they see as integral to their health regimens – companies outside the sector are now widening their wellness remit by launching supplements.

Supplement Hotspots

Several sub-sectors are booming, most notably performance nutrition (often a gateway to supplements for younger consumers) and joint care – both of which are shifting their focus to broader audiences. Products addressing key overlooked needs of women and children are also doing well. 

Non-Pill Formats Proliferate

The gummy boom triggered a shift away from pills, as explored in The Future of Vitamins & Supplements. While US sales of tablet supplements dropped 7%, and softgels declined 4% year-on-year in March 2023, powder products are now soaring (Spins, 2023). Look also to candy-like formats and other concepts straddling the food/supplements line.

Digitally Delivered Holistic Care

Forward-thinking companies are positioning their supplements within branded ecosystems that use data derived from wearables, biomarker testing and/or behavioural science techniques to help customers reach their wellness goals and optimise routines. This strategy acknowledges that supplements alone aren’t a cure-all and positions brands as health coaches through companion digital platforms.