Top Vitamin & Supplement Trends of 2023 & 2022

Our hand-picked collection of the top vitamin & supplement trends of 2023 & 2022. 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.

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Snail Mucin

101K
Past Month Searches
+195%
Past Year Change

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

222K
Past Month Searches
+180%
Past Year Change

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

Clear Whey Protein

5.9K
Past Month Searches
+164%
Past Year Change

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

Metamucil Gummies

7.5K
Past Month Searches
+161%
Past Year Change

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

Iron Folic Acid Tablet

5.9K
Past Month Searches
+108%
Past Year Change

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

Cloves Water

11K
Past Month Searches
+100%
Past Year Change

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

CBN Gummies

6K
Past Month Searches
+84%
Past Year Change

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

Creatine Monohydrate

106K
Past Month Searches
+82%
Past Year Change

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

Magnesium Glycinate

108K
Past Month Searches
+73%
Past Year Change

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

21K
Past Month Searches
+72%
Past Year Change

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

OstroVit

19K
Past Month Searches
+68%
Past Year Change

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

Turkesterone

40K
Past Month Searches
+49%
Past Year Change

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

Bisglycinate

29K
Past Month Searches
+49%
Past Year Change

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

Inositol

152K
Past Month Searches
+47%
Past Year Change

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

Spermidine

6.6K
Past Month Searches
+46%
Past Year Change

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

Pre and Probiotics

6.2K
Past Month Searches
+44%
Past Year Change

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

79K
Past Month Searches
+42%
Past Year Change

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

MCG Injection

5.2K
Past Month Searches
+41%
Past Year Change

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

Live Rosin

13K
Past Month Searches
+41%
Past Year Change

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

Enzyme Syrup

5.8K
Past Month Searches
+39%
Past Year Change

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

Beef Liver Capsules

2.4K
Past Month Searches
+38%
Past Year Change

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

Magnesium Gummies

9.3K
Past Month Searches
+36%
Past Year Change

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

Sideral Forte

12K
Past Month Searches
+35%
Past Year Change

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

Benfotiamine

16K
Past Month Searches
+32%
Past Year Change

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

Mushroom Supplement

8.5K
Past Month Searches
+30%
Past Year Change

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

Shatavari Powder

9.1K
Past Month Searches
+29%
Past Year Change

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

Renerve Injection

3.4K
Past Month Searches
+25%
Past Year Change

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

IV Hydration

32K
Past Month Searches
+24%
Past Year Change
Published 4 years ago

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

Ashwagandha

904K
Past Month Searches
+24%
Past Year Change

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

Bakuchiol

40K
Past Month Searches
+18%
Past Year Change

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

Metamucil Fiber

18K
Past Month Searches
+14%
Past Year Change

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

HCl Vitamin

5K
Past Month Searches
+12%
Past Year Change

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

Dragon Fruit

379K
Past Month Searches
+6%
Past Year Change

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

NAC Supplement

23K
Past Month Searches
-26%
Past Year Change

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

86K
Past Month Searches
-35%
Past Year Change

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

Pine Needle Tea

7.7K
Past Month Searches
-57%
Past Year Change

Pine needle tea is a tea that is made from the needles of a pine tree. The tea is said to be high in antioxidants and vitamins, and has been used as a traditional remedy for a variety of ailments. …  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 – 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.

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