Exploring 2023’s Top Supplement Trends

top supplement trends 2023

From anti-aging to immune boosters, there’s been a growing interest in dietary supplements on a global scale. Its market valuation is projected to reach $272.4 billion by 2028, with an expected CAGR of 8.6% from 2021 to 2028. Much of this growth is due to increasing health and wellness awareness as information is now more readily available.

Additionally, the surging prevalence of diseases has made consumers more proactive in finding ways to prevent and counteract them. In this article, we’ll explore 2023’s top supplement trends to find out how the wellness sector dictates the dietary supplement market.

Plant-Based Supplements

One of the fastest-growing trends in supplements is the use of plant-based ingredients. People are now seeking more vegan alternatives due to health, animal welfare, and environmental concerns.

Plant-based supplements derive their ingredients from natural sources such as algae, mushrooms, and herbs. For example, spirulina is a blue-green algae that has potential as a protein source, vitamin, and mineral source.

There’s also more emphasis on the use of clean-label supplements, which are dietary supplements with minimally processed ingredients. Usually, they would be free of synthetic ingredients or artificial additives.

Like plant-based supplements, clean-label emerged to satisfy consumers’ desire to live more sustainably and environmentally responsibly. Nowadays, consumers associate “unfamiliar” or “unnatural” ingredients with unhealthiness and negative side effects, hence the popularity of more natural products.

Examples of “unnatural” ingredients are artificial coloring and flavoring, which is something clean-label manufacturers should avoid.

Immune Health

When COVID-19 hit, its intensity raised awareness of health and the importance of the immune system, especially since the severity of the virus is affected by immunity competence.

We are now more concerned about our bodies, ensuring we have enough proteins, vitamins, and minerals to give ourselves a fighting chance.

The trend continues post-pandemic, with immune-boosting supplements being one of the fastest-growing categories in health and wellness. Some of the most popular products contain vitamins (especially vitamin C), herbal extracts, and probiotics. for gut health.

One in particular are elderberry supplements, which are enjoying a surging demand due to their potential benefits. Another upcoming opportunity in immune-boosting supplement product developments are nutrient-rich gummies due to their appealing taste and ease of consumption.

Personalized Nutrition

Dietary factors can affect and contribute to risks of common diseases, such as cardiovascular diseases, diabetes, cancer, and others.

This suggests that personalization of dietary habits can influence your overall health and well-being. Personalized nutrition is an approach that considers details of an individual’s characteristics to evolve a package of nutritional counsel, products, or services.

A person’s characteristics may be determined by age, gender, lifestyle, and genetic makeup. Someone could be interested in personalized nutrition to achieve a certain body type or because they need a specific healthy eating plan to manage a disease.

The same goes for supplement personalization. We can now purchase tailor-made nutritional supplements according to our wants and needs.

An example of such a product is a customized vitamin pack delivery service, which is a blend of vitamins that are put together to fulfill individual requirements. Another personalized product that uses innovative technology is a DNA-based supplement recommendation, which you can purchase online. It is recommended to consult your doctor before beginning any supplement routine.

These products make consumers feel like they’re the center of attention, creating an attachment to the brand.

Mental and Physical Wellness

Mental health awareness has been gaining traction in the last decade, thanks in part to the use of social media. The global pandemic has also contributed to this growth, as consumers are experiencing more stress than ever.

According to Euromonitor International, around 15% of respondents have reported feeling “extreme” or “high” stress in 2019, with levels remaining elevated through 2022.

Due to the rising level of stress, supplements that can provide calming and relaxation have accelerated in growth, reaching almost 62% in 2022 in the US. These supplements include Ashwagandha, Ginseng, Lion’s mane, and Bacopa.

The sports nutrition market has also seen significant growth in recent years. This segment targets a broader market, such as fitness enthusiasts and athletes. Products within the sports nutrition market are created to assist with muscle recovery post-exercise.

mental and physical wellness

Emerging Trends in Supplement Ingredients

Another rising interest is unique ingredients that created entirely new product categories. One example of a unique ingredient supplement is Irish moss, which has grown in popularity since 2019.

There are also medicinal mushrooms, which are powder forms of fungi from lion’s mane, cordyceps, and chaga that can be mixed with drinks to enhance blood sugar levels or as a source of antioxidants and minerals. Cucumber extracts are another example of a newly found unique ingredient, as a recent study suggests they can support wellness and relaxation.

Lastly, chlorophyll is the latest trendy ingredient used to potentially assist with glowing skin.

The Impact of E-Commerce on Supplement Sales

Nowadays, more consumers are opting for online shopping to purchase dietary supplements. Online shopping provides:

  • A more convenient shopping experience.
  • A more comprehensive selection of products.
  • Ease of transaction.

With e-commerce, manufacturers now have a direct-to-consumer sales channel without retail outlets or flagship stores.

Aside from e-commerce, technological advancement provides a new way for companies to communicate with consumers. Brands can now use content marketing and social media to influence consumer choices and improve brand awareness.

Companies have also started using artificial intelligence, digital live selling, and virtual and augmented reality to deliver a more personalized consumer experience.


There’s a continuing rise in the popularity of health supplements. Trends such as plant-based materials, immune health, personalized nutrition, and mental and physical wellness have created innovative products that can potentially serve consumers’ current needs.

Technology advancement has also revolutionized the way that supplement brands approach their market. By using e-commerce and digital platforms, companies can now directly reach consumers and connect personally to enhance brand awareness and loyalty.


What are some key trends in supplement ingredients for 2023?

The key trend in supplement ingredients 2023 is using unique, natural, and plant-based ingredients. These supplements correspond to the growing concern over clean labels, veganism, and innovative ways to support health and wellness*. There are also unique ingredients, such as chlorophyll, carotenoids, cucumber extracts, Irish moss, and medicinal mushrooms.

How is personalized nutrition influencing the supplement market?

Personalized nutrition is now reflected in customized supplements designed according to consumers’ needs and wants. Manufacturers can offer personalized supplement delivery services or create recommendations based on DNA analysis. It is always recommended that you consult with a healthcare provider before beginning any personalized nutrition plan.

What are the benefits of plant-based and clean-label supplements?

There are several benefits to adopting plant-based and clean-label supplements. You can improve trust and brand loyalty with clean label transparency, align with consumers with natural and holistic lifestyles, and reduce the risk of adverse reactions.

How has the pandemic affected the demand for immune-boosting supplements?

The pandemic has increased the demand for immune-boosting supplements, such as vitamins, herbal extracts, and probiotics. An example of a popular immune-boosting supplement is elderberry.

What role does e-commerce play in the supplement industry?

E-commerce has become one of the biggest channels for the sales of dietary supplements. It also serves as a platform to advertise and communicate its educational initiatives to consumers, improving their confidence in online purchases.

*This statement has not been evaluated by the Food and Drug Administration (FDA). This product is not intended to diagnose, treat, cure, or prevent any disease.

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