Trends in the Nutraceuticals Market
By Lauren Samot
The nutraceuticals industry is thriving due to the fact that millions of people around the world rely on supplements to help them achieve their overall health goals. Looking ahead to the rest of 2023 to see what is in store for the nutraceuticals industry, numerous trends are converging that will help to drive continued growth in the market.
Today, people are prioritizing self-care more than ever, and the self-care industry is now reportedly worth $450 billion1. When people encounter an issue with their health, they tend to take matters into their own hands by conducting online research for suitable products. They have also become more attentive to labels and want to ensure that they know precisely what they are consuming. They want evidence that the supplements they select are effective, and consumers are inspecting ingredients in pursuit of those deemed healthy or clean. Customers also want to buy products that are currently in demand among other health-conscious consumers, such as organic and vegetarian supplements.
Once they get through all that and finally decide what supplements they want, finding them is easier than ever. There are a growing number of supplement companies that are highly active on social media. They are educating consumers about the benefits of all types of nutraceutical supplements and are successfully engaging people with their company and products. Social media channels such as Instagram and TikTok appeal to younger consumers, and marketers can reach thousands of them with targeted messaging for minimal investment. Nutraceutical companies are connecting with the younger generation through relatable messaging, recognizing that this demographic desires fast and simple information. Additionally, social media influencers are supporting nutraceutical companies by endorsing the advantages of their supplements to their followers.
Popular supplements for 2023
Consumer interest in enhancing cognitive abilities and physical performance will continue to drive nutraceutical sales this year. Focus on immune health, which grew dramatically during the pandemic, will also continue to influence consumer purchasing. Zinc, elderberry, beta glucans, and vitamins with improved bioavailability that support a healthy immune system are all expected to be in demand.
There has also been a noticeable increase in the demand for women's health products, as well as other gender-specific supplements. Today, individuals, regardless of gender, are more attentive to the ingestion of products that promote their natural beauty, enhance their overall well-being, and mitigate the effects of aging.
Demand for fibers, greens and vegan sources of protein, including pea protein, continue to remain popular. Probiotics (friendly bacteria and other healthful microorganisms that confer benefits to the human body) remain high in demand. Consumer interest in pre- and postbiotics is also trending. Prebiotics such as inulin and certain fibers provide nourishment for probiotic bacteria. Postbiotics such as short chain fatty acids are metabolites that probiotic bacteria create in your gut. Together, they all introduce unique health benefits.
Probiotic ingredients are delicate, fragile, and must be processed under strict temperature and humidity control from start to finish. This is one of Vitaquest’s many strengths. At our onsite, state-of-the-art laboratory, we test probiotics at all stages. We are experts at formulating and manufacturing probiotics to deliver their labeled potency throughout product shelf life. Capsules and tablets are the traditional dosage forms for probiotics, but today’s consumer wants to experience their supplements more – they want to be part of a brand and they want unique flavors that help them to enjoy their supplements. They want to take things direct-to-mouth that taste good and that help them satisfy their fix for sweets in healthy ways. Vitaquest works with its customers, welcoming them into our lab to taste different versions of their supplements. They tell us directly if they want it sweeter, less sweet – and even what ingredients they would like to use to sweeten the product. It is a unique process that sets us apart from our competitors. One of the reasons Vitaquest has been successful in building customer loyalty is because we have the ability to create customized products that respond to exactly what consumers want.
Customization is King
Capsules and tablets remain popular delivery systems for nutraceutical supplements, and over the coming year the market will be driven by increased customization. Right now, there is a big move toward natural coloring. Tablets can be colored using vegetables, rather than artificial colors, and there are now capsule shells manufactured with natural colors instead of artificial dyes.
There is also greater interest in making supplements more personal. Nutraceutical marketers can put their logo on capsules, introduce custom colors to match their branding, or create natural looking tablets to align with their organization’s focus on the environment.
Supplement industry innovators often seek the expertise of organizations like Vitaquest when they have science-backed ingredients and delivery systems that they want to bring to life. We in turn present novel ingredients and concepts to our forward-thinking customers. In our 45 years, we have seen how ingredients and products can change rapidly based on shifting consumer preference. The ability to adapt to emerging trends is one of Vitaquest’s major strengths. While we are a large organization, we are nimble and always ready to adapt to help our customers succeed.
If you want to discuss the current trends driving the nutraceutical market and would like to create customized supplements that respond to your customers’ specific preferences, reach out to Vitaquest today. If you would like to learn more about Vitaquest and how we can help you deliver what’s next, please visit us at www.vitaquest.com to get started.
Lauren Samot is the Commercial Innovation Leader at Vitaquest. She is a Registered Dietitian and has worked in the nutraceuticals industry for more than 10 years. She received her B.S. in Nutritional Science from Boston University with a minor in Public Health.
1 IRI, “Taking Charge: Consumers Grabbing Hold of Their Health and Wellness Drives $450 Billion Industry,” 2022, https://www.iriworldwide.com/en-us/insights/publications/self-care-trends, Accessed 6 December 2022.
