2023 Top Consumer Supplement Trends

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2023 Top Consumer Supplement Trends

With the start to 2023, resolutions for better health and wellness continue to be top of mind for consumers. For many, this means incorporating dietary supplements into their daily routine – from tablets and capsules to tinctures and powders – in their pursuit of greater health and personal well-being. In fact, a report shows the global dietary supplement industry is projected to grow to $272.4 billion by 2028.

As consumers continue to prioritize their individual well-being, supplement manufacturers can expect to see growth in unique supplement markets and new product categories. Below, we outline a few of the top trends in health benefits and supplements for 2023, including: getting a better night’s sleep, improving stress maintenance and management, boosting immunity, and seeking out alternative (and healthy) products for enhanced focus and energy.

Ashwagandha: Stress Level Management

Managing stress levels is a top priority for many consumers, as 84% of Americans reported feeling stressed on a weekly basis in 2022. Ashwagandha, a non-toxic herb used in ayurvedic medicine, is believed to help reduce stress and has grown in popularity over the past few years.

The herb has been around for centuries, commonly used for medicinal purposes in places of southeast Asia and areas of Africa. Today, it is used and sold in the U.S. as a supplement for stress management, thought to boost mood, memory, focus, and overall cognitive health. One study found that ashwagandha root taken daily over a two-month period resulted in a 25% reduction in cortisol, a hormone produced during stress.

Typically, ashwagandha comes in a powdered form, and it can be added to drinks like coffee or smoothies. It can also be taken as a capsule or steeped in tea. Despite being around for years, its recent growth – and strong outlook for growth – can be attributed to consumers’ interest and need for healthy ways to better manage and maintain their stress in 2023 and beyond.

Functional Mushrooms: Antioxidant Booster

Functional mushrooms (both medicinal and adaptogenic) have long been present in traditional Chinese medicine. Today, these fungi have become increasingly popular in the U.S. for their health benefits. In fact, research shows that the global mushroom market is expected to almost triple to $19.33 billion in 2030.

Both medicinal and adaptogenic (stress-reducing) mushrooms offer a variety of benefits. Some mushrooms, like Lion’s Mane, have high levels of antioxidants known to stimulate the growth of brain cells. Others, like Reishi mushrooms, offer an immunity boost. While consumers can cook with these mushrooms, you can also find them in pills, gummies, and even in coffee powder. Mushroom coffee powder, in particular, is gaining popularity as an herbal alternative to traditional coffee, as it provides lower caffeine levels in addition to the other health boosts derived from mushroom supplements.

Elderberry and CBD: Sleep Health

An individual’s overall health and wellness has continued to be a top priority in recent years, particularly following the COVID-19 pandemic. Many consumers are finding that quality sleep plays a significant role in a more holistic approach to their health and well-being. However, according to recent sleep studies, nearly 40% of Americans are not getting enough sleep each night, which can affect energy and productivity levels and lead to long-term detrimental effects to your health.

As a result, sleep-deprived consumers are searching for remedies and driving up demand for sleep supplements. In fact, sleep supplement sales have more than doubled over the past five years. While melatonin has been a popular supplement in this category for many years, consumers are also seeking out new sleep products like elderberry and cannabidiol (CBD). Elderberry and CBD have long been studied and used for their abundant health benefits, including strengthening immunity, reducing pain, improving sleep function, lowering anxiety, and more.

These supplements are already performing well in the market. During 2022, elderberry sales grew nearly 1400% in sleep supplements category, and CBD sales grew 31% to over $4 million. However, the FDA recently announced it would pursue a new regulatory pathway that balances individuals’ demand for CDB with regulatory oversight and risk-management of the product. Supplement manufacturers will need to be mindful of further regulation.

Irish Sea Moss: Nutrients for Focus and Energy

One wellness supplement that has become an online sensation – and is expected to grow in popularity in the coming year – is Irish sea moss. Sea moss contains a high mineral content through absorbing minerals in the sea water and collecting hard-to-get nutrients, such as iodine, iron, and Vitamin A. These nutrients make it a sought-after holistic wellness product for consumers and celebrities alike.

Sea moss isn’t FDA-approved, but research suggests it can support gut health, immune response, heart health, and blood sugar levels. It can also act as an antioxidant and has been often called the “sea’s collagen.” The product is sold in many forms; while most consume it as a gel, it can also be found as a pill, powder, lotion, or gummy.

What Supplement Brands Can Do: Offer Transparent, High-Quality Products

As the supplement market moves forward in 2023, remembering what health benefits consumers are looking for is going to be important. Health-conscious consumers value results-driven products, and this is reflected in the rising demand for higher quality and natural supplements to support their overall health and well-being.

Supplement companies should prioritize the quality and transparency of their brand to deliver the best products and meet consumer expectations. As an essential aspect of your brand, your product labels should be accurate, clearly state ingredients, allergens, and content, and be compliant with FDA guidance.

The Genesis R&D® Supplement Formulation & Labeling Software is a tool companies can use to do just that. From creating government-compliant Supplement Facts labels, to producing documentation for cGMP records, to analyzing ingredient reports, this single-solution platform enables companies to respond and adapt accordingly to new or emerging trends in the supplement industry.