Consumers have become more health-conscious, driven, and knowledgeable following the pandemic. As a result, the global supplements market has grown tremendously over recent years due to consumer health and wellness concerns, changing lifestyles, and the growing aging population.
The supplements industry has reached US$ 136 billion in global sales, with Asia and North American sales representing 75 percent of this valuation.
Key trends that have driven the supplement market include the rise of personalised nutrition, plant-based and clean-label product demand, and the growth and sophistication of e-commerce.
Consumers often seek tailored solutions to meet their unique nutritional needs based on age, gender, lifestyle, and genetic makeup. This has subsequently led to the growth of the personalised nutrition segment of the supplement market, propelling the innovation of products and services capable of providing DNA-based supplement recommendations or customised vitamin packs.
Coupled with this is the popularity of plant-based and clean labels, which are ongoing trends consumers have increasingly demanded. Plant-based supplements are often derived from natural sources such as algae, mushrooms, and herbs and are perceived as more sustainable and healthier alternatives to synthetic or animal-derived ingredients. Furthermore, the clean label movement has driven the demand for supplements with simple, natural, and recognisable ingredients, free from artificial additives and preservatives, aligning with consumer demand to know where the ingredients of the products they consume are sourced from and their ethicality.
Lastly, the rise of e-commerce and direct-to-consumer (DTC) sales channels has significantly impacted the supplements industry. Consumers have increasingly begun purchasing supplements online, driven by convenience, competitive pricing, and access to a broader range of products. This shift has led to the emergence of DTC supplement brands that leverage digital marketing and social media to engage with consumers and build brand loyalty.