Top Vitamin & Supplement Trends of 2023
Our hand-picked collection of the top vitamin & supplement trends of 2023. The topics in this report on today’s emerging vitamin & supplement trends are selected for their high growth across sites including Google, TikTok, Instagram, Reddit, Twitter, YouTube, and Amazon. Read more about how we track global trends.
Metamucil Gummies are a type of fiber supplement that comes in the form of gummy bears. The gummies are meant to help with regularity and digestion, and are available in a variety of flavors. … Read more
Snail mucin is a type of skincare ingredient that is derived from snail slime. The slime is said to be rich in nutrients and proteins that are beneficial for the skin, and is often used in anti-aging and moisturizing products. … Read more
HHC, or hexahydrocannabinol, is a type of cannabinoid formed by the hydrogenation of the conventional cannabis-derived THC (tetrahydrocannabinol). HHC is about 80 percent as potent as cannabis in inducing head and body high, and is also known to help improve sleep quality, relieve stress, and decrease inflammation. … Read more
CBN gummies are cannabis-infused gummy bears that are meant to provide relief from anxiety, pain, and insomnia. The gummies are made with cannabidiol (CBN), a non-psychoactive cannabinoid that is said to provide therapeutic benefits. … Read more
Clear Whey Protein
Clear whey protein is a near-clear variation of whey protein that is designed to be low in fat and calories. The protein is made by removing the fat and lactose from whey, leaving a high-quality protein that is easy to digest. … Read more
Magnesium glycinate is a form of magnesium that is considered to be one of the most absorbable forms of the mineral. It is a supplement often recommended for people who have magnesium deficiencies. … Read more
TUDCA is a chemical that is derived from ursodeoxycholic acid, a bile acid that is found in the liver. TUDCA has been shown to have a variety of health benefits, including protecting the liver and reducing inflammation. … Read more
Cloves water is a drink that is made by boiling cloves in water. The drink is said to be beneficial in relieving respiratory problems, such as asthma and bronchitis, and in boosting the immune system. … Read more
Bisglycinate is a form of the mineral magnesium that is said to be easily absorbed by the body. It is often used as a magnesium supplement and is said to be beneficial in helping to support muscle and nerve function, as well as energy production. … Read more
OstroVit is a brand of sports supplements that are made with natural ingredients. The supplements are designed to help with muscle growth, weight loss, and overall health. … Read more
Iron Folic Acid Tablet
Iron folic acid tablets are a type of dietary supplement that combines iron and folic acid. The tablets are meant to provide additional nutrients to pregnant women and women who are trying to conceive. … Read more
Pre and Probiotics
Pre and Probiotics are supplements that are meant to improve gut health. Probiotics are beneficial bacteria that are said to improve digestion and support the immune system, while prebiotics are a type of fiber that helps probiotics to grow. … Read more
Berberine is a natural compound that is found in a variety of plants, including barberry, goldenseal, and Oregon grape. Berberine has been shown to have a variety of health benefits, including reducing inflammation, improving blood sugar control, and fighting bacteria. … Read more
Magnesium gummies are gummy bears that are made with magnesium citrate, a mineral that is said to be beneficial in promoting relaxation, relieving stress, and improving sleep quality. Magnesium is also said to be beneficial in maintaining healthy blood pressure and blood sugar levels. … Read more
Spermidine is a natural compound that is found in many foods, including dairy products, legumes, and whole grains. Spermidine is said to have a number of health benefits, including improved heart health, better sleep, and enhanced cognitive function. … Read more
Ashwagandha is an herb that is often used in Ayurvedic medicine. The herb is said to be beneficial in reducing stress, improving sleep, and boosting energy levels. … Read more
Beef Liver Capsules
Beef liver capsules are capsules that contain beef liver extract. The capsules are meant to be a dietary supplement that provides many of the benefits of beef liver, such as improved liver function, energy levels, and cognitive function. … Read more
Mushroom supplements are products that contain extracts or powders from mushrooms. The supplements are said to have a range of health benefits, including boosting the immune system, fighting inflammation, and aiding in weight loss. … Read more
Live rosin is a cannabis concentrate that is made by extracting resin from fresh cannabis flowers. The resin is extracted using heat and pressure, and no solvents are used. The end product is a high-quality concentrate that is said to have a clean taste and high potency. … Read more
Bakuchiol is a natural extract that is derived from the babchi plant. The extract is said to have anti-inflammatory and antioxidant properties, and is being used in skincare products as a natural alternative to retinol. … Read more
Creatine Monohydrate is a dietary supplement made up of the amino acid creatine and water and is used to increase muscle mass and strength. It is said to be effective in increasing performance in high-intensity activities such as weightlifting and sprinting. … Read more
Nurokind injection is a man-made form of vitamin B12 or methylcobalamin. It is used for the treatment & prevention of vitamin B12 deficiencies and megaloblastic anaemia. … Read more
Benfotiamine is a water-soluble form of thiamine, a B-vitamin. Benfotiamine is said to be beneficial in promoting nerve health, preventing diabetic nerve damage, and reducing the risk of heart disease. … Read more
SiderAL Forte is a supplement containing iron and vitamin C. The supplement is said to contain iron in the form that is more easily absorbed in the intestine and does not cause stomach discomfort compared to other iron supplements. … Read more
Inositol is a type of carbohydrate that is found in plants and animals. It is said to have a number of health benefits, including improving mental health, reducing inflammation, and aiding in weight loss. … Read more
An MCG injection is a shot that contains methylcobalamin, a man-made form of Vitamin B12 which is important for nerve health and brain function. It is used for the treatment of Vitamin B12 deficiency. … Read more
Enzyme syrup is a type of syrup that is made from the fermentation of fruits or vegetables. The syrup is said to be beneficial in aiding digestion and improving overall health. It is available in a variety of flavors, including apple, grape, and raspberry. … Read more
Shatavari powder is a powder that is made from the shatavari plant. The powder is said to be beneficial in increasing energy levels, aiding in weight loss, and boosting the immune system. Additionally, the powder is said to be helpful in reducing stress and anxiety. … Read more
IV hydration is the process of hydrating the body by intravenous injection. The fluids are typically a mixture of water, electrolytes, and vitamins. IV hydration is used to treat a variety of conditions, including dehydration, hangovers, and jet lag. … Read more
Dragon fruit is a type of fruit native to Central and South America. The fruit has a sweet and tangy flavor and is a good source of Vitamin C and is also low in calories. … Read more
HCl vitamin is an acid-form of betaine and is an unofficial type of vitamin B that is said to be beneficial in maintaining a healthy digestive system. The vitamin is available in supplement form and is said to increase stomach acid levels and help with digestions and the absorption of other nutrients. … Read more
A Renerve injection is an injection that contains methylcobalamin or Vitamin B12. It is used to treat Vitamin B12 deficiency and improve nerve health and brain function. … Read more
Metamucil Fiber is a fiber supplement that is meant to help with regularity and digestion. The powder is made from psyllium husk, a natural source of fiber, and comes in a variety of flavors. … Read more
Turkesterone is a natural supplement that is said to help improve muscle mass and reduce body fat. The supplement is made from a blend of herbs and is claimed to be effective in just a few weeks. … Read more
NAC supplements are supplements that contain the nutrient N-acetylcysteine. NAC is said to be beneficial in improving symptoms of conditions such as chronic obstructive pulmonary disease, cystic fibrosis, and asthma. It is also said to be helpful in detoxifying the body and in preventing cancer. … Read more
Quercetin is a flavonoid that is found in many fruits and vegetables. It is said to have anti-inflammatory and antioxidant properties and has been linked to a reduced risk of cancer and heart disease. … Read more
Trend Highlight – The Rise of IV Hydration
Having started over a decade ago in Asia as a remedy for exhausted business executives, IV therapy has lately been rising in popularity among a counterintuitive demographic: health nuts who dabble in excessive drinking.
"Hangover clinics" have been opening throughout the metropolitan U.S. in droves, offering clients hydration and vitamin-rich fluids directly to the bloodstream via IV drip administered by registered nurses.
While IV therapy has been used in the medical world for decades as a way to administer essential nutrients and hydrate patients, many health professionals question its use in this new context.
In our increasingly on-demand world, consumers are able to satisfy any need with just a few taps on their phone, whether it's transportation, directions, loneliness, boredom, or hunger. As patience among consumers consequently wanes, well-off consumers are willing to pay high prices for quick fixes – in the case of IV therapy, between $200 and $400 per hour-long session.
Trend Highlight – Why Ancestral Supplements Is So Popular
Ancestral Supplements has a unique business: taking the parts of agricultural farm animals that are usually discarded, and selling them for a premium as"Grass Fed Beef Brain Supplements". Their top products, including Beef Organs and Beef Liver, each have several thousand reviews on Amazon.
Ancestral Supplements also makes the most disgusting part of back-to-nature, keto/paleo-friendly ”livers, hearts, brains” less disgusting, by packaging it in pill form.
At any given time, roughly one third of women but only a quarter of men are on a diet. Many diets market themselves as moderate lifestyle tweaks that lead to slight decreases in body fat and moderate improvements in energy levels. Meat-heavy diets are often marketed in a macho way; less "lose 10 pounds easily", more "become a caveman". Ancestral Supplements leans into this; their site features bombastic ad copy and plenty of photos of the founder working out.
The economics of any back-to-nature business are always challenging, because there's always a reason people stopped doing things the old-fashioned way. It's hard to beat the margins of fast food and soda, and it's effectively impossible to match their marketing heft. Ancestral Supplements gets around this by marketing a paleo lifestyle but selling a high-margin dietary supplement. They've taken the most hardcore part of paleo—eating every part of the animal, however weird it looks—and turned it into something as simple as popping a multivitamin.
Trend Highlight – The Surging Popularity of Weight Gain Syrup
There’s a supply and demand mismatch—and thus a market opportunity—in the business of helping people reach their ideal weight; but not with weight loss. In fact, Google queries for "how to lose weight" overshadow those for “how to gain weight” by only to 6:1. However, the weight loss industry is far more than 6x more competitive and saturated than the weight gain industry: in fact, there are almost 3,000% more apps for losing weight than gaining it.
Companies like Noom, with 45 million users, have been able to build up a large following by helping users lose weight. The company uses an effective signup flow which encourages users to set a deadline, such as a wedding they’ll be attending or even just “summer”, which helps the app not only tune the weight loss program, but also the email drip campaigns. Noom’s focus though, is exclusively on losing weight—even if users sign up and express the intention to add a few pounds of muscle, the signup workflow uses copy about weight loss.
The weight-gaining market is not only more ripe for opportunity but also more fragmented than the weight-loss market. Some customers are trying to add muscle mass, and look for products like whey protein. Others want to add weight more generally, and they increasingly turn to appetite-stimulating supplements or weight-gain syrups.
Some of these products are carb- and vitamin-rich meal shakes that just add extra calories to diets, but some of them include medications that are used off-label to stimulate appetite. These weight-gaining shakes have health risks, and are often marketed illegally.
Media attention often drives new diet trends. When celebrities were mediated through magazines, TV, and movies, they tended to be thinner, but many popular influencers have a different body type—one popular weight gainer brand, "slim thicc," is named after the body type exemplified by Kim Kardashian, Nicki Minaj, and other celebrities. With more diverse celebrity body types, there's a wider dispersion in diet products that allow people to achieve them.
Trend Highlight – Melatonin Gummies: The New Ingredient and Form Factor Combo
While the supplement business has existed for decades, both the ingredients and the form factors come and go in waves. With apple cider vinegar, for instance, the drink product, pill product, and gummy product each saw their peaks one after the other, in 2017, 2018-19, and 2020 respectively.
The challenge in marketing gummies was overcoming the market perception that they're just for kids. Chewable supplements for kids have existed for decades (Flintstones vitamins, for example, were launched in 1968). Gummies themselves were a niche product for years. In addition to targeting kids, supplement gummies were marketed to pregnant women who had difficulty swallowing pills. Gummies are a good form factor for making a habit consistent: flavorful or sugary products are more habit-forming than bland ones.
The popularity of gummy-based supplements grew in part for a roundabout reason: marijuana legalization. As more states effectively legalized recreational marijuana, the market expanded—but new customers weren't necessarily interested in smoking, so dispensaries started offering other delivery mechanisms, like gummies. Gummies are fairly easy to make, and the sugar and other flavorings can cover up less pleasant tastes. This created a category of gummies that a) had an active ingredient other than sugar, and b) could only be purchased by adults.
The boom in melatonin gummies tracks a similar upsurge in interest in CBD gummies (featured in 2018), but on a one-year lag: the CBD gummies established gummies as something for adults rather than kids, and subsequently other supplements followed suit.
Trend Highlight – Why Beef Liver Capsules Are So Popular
Sometimes there’s more profit in selling a manufacturing byproduct than the primary product itself. But until the market for the byproduct is discovered, there’s often a period of years and sometimes even decades during which the high-profit-potential product is simply discarded.
This happened in the dairy industry with whey which is a natural byproduct of cheese production that, until the 1980s, was discarded at a significant cost. Now, whey protein is more valuable than the cheese itself. For every pound of cheese, 9 pounds of whey is created.
It’s a similar story with soy producers and how they found their way into the cat litter industry. Every year, Taiwan imports more than 2 million tons of soy per year to make soymilk. Since the 1960s, the leftover pulp has been sold as food to pig and poultry farmers. But in recent years, fear of African swine fever caused many pig farmers to reject soybean dregs.
This became a problem for local soybean processors - they needed to get rid of ~400,000 tons of residual matter every year and, sitting at room temperature, dregs begin to rot in a matter of days.
Eventually, a solution was developed to dehydrate and store dried soybean pulp. Once the water content is less than 10%, it’s suitable as cat litter. Naturally very absorbent, Tofu can grow significantly in size when it gets wet, meaning that until that point, it can be shipped more compactly, and more profitably, than other materials. This has played a key role in tofu cat litter’s rise in popularity.
Within the livestock industry, organs and beef tallow were typically written off as waste until factory farms figured out how to repackage their byproducts into something they could sell. Today, beef and pig organs are being sold for far more per pound than the most expensive cuts of meat.
We covered Ancestral Supplements in early 2020 which, like a number of other companies in this growing category, has a unique business: taking the parts of agricultural farm animals that are usually discarded, and selling them for a premium as ""Grass Fed Beef Brain Supplements"". Their top products, including Beef Organs and Beef Liver, each have thousands of reviews on Amazon.
The brands selling beef liver capsules are also making the most revolting part of back-to-nature, keto/paleo-friendly livers, hearts, and brains less revolting, by packaging it all in pill form. It’s similar to the evolution of apple cider vinegar (ACV) which started in shot form. Consumers would sip a bit before meals to reportedly ease their digestion. But the taste prevented mass adoption so it wasn’t until a gummy form factor was brought to market that the supplement went mainstream.
Trend Highlight – CBN Gummies: Fast-Growing CBD Competitor In Its Early Days
A huge portion of US online sales, at some point, touch 1 of 3 players: either Google’s ads, Facebook’s ads, or Amazon’s marketplace. But all 3 ban CBD, making it challenging for CBD sellers to do basic online marketing.
Although CBD was rising, it peaked in 2019. Today, CBN, a subcomponent of THC, is able to bypass these limitations as it’s not listed as a schedule 1 drug.
While still very early and low volume compared to CBD, CBN is growing at a rapid rate. Searches for CBN gummies grew nearly 3X over the past 12 months and is most commonly used for sleep as a substitute for Melatonin, the supplement consumers spent over a billion dollars on last year.
More broadly, the rise of gummies as a form factor for supplements has a fascinating backstory with roundabout roots: marijuana legalization. As more states effectively legalized recreational marijuana, the market expanded—but new customers weren’t necessarily interested in smoking, so dispensaries started offering other delivery mechanisms, like gummies. Gummies are fairly easy to make, and the sugar and other flavorings can cover up less pleasant tastes. This created a category of gummies that a) had an active ingredient other than sugar, and b) could only be purchased by adults.
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