Concerns about the COVID pandemic have inspired countless US consumers to turn to vitamins, minerals and supplements for health and wellness support, with more than three out of four US consumers now using these products.1 Our team of experts in Glanbia Nutritionals gives its take on the top trends in supplements in the US market for 2022.
Immune Support Products Fastest Growing
While the most common reason US consumers are using a vitamin, mineral, or supplement is to support overall health (61%)2 the breakdown of sales growth in the category shows immunity is top of mind. Cold/flu/immunity products led in category growth last year, up 70% compared to less than 10% the year before.3
Immunity trends will continue to influence food and supplement markets globally as consumers seek out immunity products to hedge against new COVID variants. Probiotics and fermented ingredients are especially popular, with more diversification expected going forward. In addition, more consumers are becoming aware of the important role of prebiotics. Postbiotic products for immunity are still niche, but recent patents indicate growth potential.
Mental Health and Sleep Supplements Trending
Consumers have also been turning to supplements for mental health and sleep support to help manage stress associated with the pandemic. Sales in supplements for mental health/mood/stress grew by nearly 30 %last year, while sleep support sales rose by almost 40 percent.4
A wide variety of ingredients are being featured in mental health and sleep support products, ranging from vitamins and minerals to adaptogens to CBD. Recent research into the gut-brain connection will also influence this segment.
Gummy Most Popular Supplement Format
The gummy format reached 17% market share of branded vitamins, minerals, and supplements, making it the top selling format, just ahead of tablets (at 16 percent).5 Sales of gummies grew 44% more than twice the rate of the next fastest growing formats, powders and chewables.6
The growing popularity of non-pill formats makes this one of the key supplement trends to watch going forward. While health benefits may motivate consumers to buy a supplement, a fun and flavourful format option can influence which product they choose. An enjoyable format like a gummy also solves the problem of pill fatigue and improves compliance.
Succeeding in Supplements
Understanding consumers' evolving needs is essential to succeeding in the supplement market. Things are changing fast, with consumers seeking out new health and wellness benefits, ingredients, and formats. Companies that keep up with the most important supplement trends can address consumers’ top concerns and help support a lifetime of health and wellness.
As a global expert in functional food and supplement ingredients, Glanbia Nutritionals has a portfolio of options from custom premix solutions to bioactives to give consumers the benefits they are looking for. To learn more about immunity support and making immune claims for your products, download GN’s Guide to Navigating Immune Claims.
1. Mintel, Vitamins, Minerals, and Supplements Consumer: Incl Impact of COVID-19 August 2020.
2. Mintel, The Future of Vitamins, Minerals and Supplements: 2021, June 2021.
3. Nutrition Business Journal, June 2021: Condition Specific Issue, June 2021.
4. Nutrition Business Journal, June 2021: Condition Specific Issue, June 2021.
5-6. SPINS data - MULO, specialty, natural, and Vitamin Shoppe, (includes vitamins & minerals, miscellaneous supplements, food supplements and digestive aids & enzymes; excludes protein, amino acids, weight management, performance nutrition), 52 weeks ending October 4, 2020.