Supplement Trends 2023: Global Market Overview

Explore the latest trends in the supplements market, including the rise of personalized nutrition

The global supplements market has experienced significant growth in recent years, driven by an increased focus on health and wellness, changing lifestyles, and a growing, aging population. Explore the latest trends in the supplements market, including the rise of personalized nutrition, the growing demand for plant-based and clean-label products, and the impact of e-commerce on supplement sales.

Personalized Nutrition

One of the most significant trends in the supplements industry is the shift towards personalized nutrition. Consumers are increasingly seeking tailored solutions to meet their unique nutritional needs based on factors such as age, gender, lifestyle, and genetic makeup. This has led to the development of innovative products and services, such as DNA-based supplement recommendations and customized vitamin packs.

Plant-Based and Clean Label Supplements

As consumers become more health conscious and environmentally aware, there has been a growing demand for plant-based and clean-label supplements. Plant-based supplements, derived from natural sources such as algae, mushrooms, and herbs, are perceived as more sustainable and healthier alternatives to synthetic or animal-derived ingredients. Additionally, the clean label movement has driven the demand for supplements with simple, natural, and recognizable ingredients, free from artificial additives and preservatives

Supplement Trends 2023: Global Market Overview

Probiotics and Gut Health

The importance of gut health and its connection to overall well-being has gained significant attention in recent years. As a result, the market for probiotic supplements has seen substantial growth. Consumers are increasingly using supplements with probiotics, believing that when consumed in adequate amounts, they can provide various health benefits, such as improved digestion, enhanced immune function, and reduced inflammation. The probiotics market has expanded beyond traditional dairy-based products, with innovative offerings such as vegan probiotic capsules and probiotic-infused beverages gaining popularity

Immune Support

The global pandemic has heightened consumer awareness of the importance of a strong immune system, leading to increased demand for immune-boosting supplements. Key ingredients in this category include vitamins C and D, zinc, and elderberry, which are known for their immune-enhancing properties. As most consumers globally consume supplements to help boost immunity, one in three claim to take them for disease prevention and to stay energized and alert. Manufacturers have responded to this demand by launching new products and formulations targeting immune health.

Sports Nutrition

The sports nutrition segment continues its evolution from catering primarily to professional athletes and bodybuilders to targeting a broader range of consumers, including fitness enthusiasts and those seeking to improve their overall health. Our research shows that 25% of global consumers have taken supplements to improve their physical health. This shift has led to the development of innovative products, such as plant-based protein powders, functional beverages, and supplements that support muscle recovery, endurance, and cognitive performance.

Cognitive and Mental Health

As the global population ages and the prevalence of cognitive decline and mental health issues increases, there has been a growing interest in supplements that support brain health and mental well-being. 22% of global consumers have taken supplements to improve their mental and emotional wellbeing, with key ingredients in this category including omega-3 fatty acids, B vitamins, and adaptogenic herbs, which have been shown to support cognitive function, memory, and stress management.


The concept of beauty-from-within, which focuses on the idea that outer beauty is a reflection of inner health, has gained traction in the supplements industry. This trend has led to the development of products that target skin, hair, and nail health, containing ingredients such as collagen, biotin, and antioxidants. These supplements are marketed as a natural and holistic approach to beauty, complementing topical skincare products and treatments.

E-Commerce and Direct-to-Consumer Sales

The rise of e-commerce and direct-to-consumer (DTC) sales channels has significantly impacted the supplements industry. Consumers are increasingly purchasing supplements online, driven by factors such as convenience, competitive pricing, and access to a wider range of products. This shift has led to the emergence of DTC supplement brands that leverage digital marketing and social media to engage with consumers and build brand loyalty.

What’s Next?

The global supplements market is evolving rapidly, driven by changing consumer preferences, technological advancements, and a growing focus on health and wellness. As the industry continues to innovate and adapt to these trends, it is essential for manufacturers, retailers, and other stakeholders to stay informed and responsive to the changing landscape. By doing so, they can capitalize on new opportunities and ensure their products remain relevant and appealing to consumers.


This article is based on our newest report, “Global Trends in Supplements.”

If you are interested in reading our report on Global Trends in Supplements, feel free to request a demo. You can do this by either booking a demo or using our Contact Form

Global Trends in Immune Health Supplements

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