The dietary supplement industry has seen continuous growth over the past several years. Despite the emergence of new COVID-19 variants, a shift in consumer habits during the pandemic has boosted the dietary supplement market. According to a recent Nutritional Outlook report, 91% of consumers have increased their dietary supplement usage, with over 22% of users increasing supplement doses. We expect to continue seeing this growth in the dietary supplement landscape post-COVID as consumers prioritize their health and well-being.
As we enter a new year, dietary supplement brands should be aware of new trends to take advantage of this market opportunity and get ahead of the competition. Here are six supplement trends to consider in 2022:
1. Importance of Healthspan
One of the most important changes in the dietary supplement usage of consumers is a newfound realization that their healthspan is just as important as their lifespan. Now, you may be thinking: “what is the difference between healthspan and lifespan?” Healthspan is the period when a person is in good health, while life span is how long a person is expected to live.
In 2022, we expect consumers to incorporate supplements into their daily routines so they can live healthier lifestyles and improve their quality of life. Dietary supplement brands should take advantage of this by manufacturing supplements that support healthy living, such as:
- Multivitamins, which serve the needs of any deficiencies, boost energy and reduce stress;
- B complex, which promotes cell health;
- Magnesium, which helps fight inflammation;
- Vitamins C, D, and E, which help boost the immune system;
- Lecithin, which lowers cholesterol and improves heart health;
- Milk Thistle, which supports liver health and fights allergies, and;
- Lutein, which defends against free radicals.
2. Immune Support
Due to the increase in health and well-being concerns brought about by the COVID-19 pandemic, immune support has become a recurring trend in the world of dietary supplements. Though this trend was sparked by the pandemic, consumers are more aware of their immune systems and how they contribute to overall health.
3. Gut Health
As the popularity of immune-boosting dietary supplements increases, the demand for gut health supplements is also poised to grow. Consumers are becoming more aware of the correlation between a healthy immune system and gut health. This knowledge can be attributed to new information on probiotics and their benefits to gut health, heart health, and immune system health. Research has found that probiotic dietary supplements have immune-boosting properties that can reduce the likelihood and duration of diseases and infections.
4. Female and Male Fertility
The fertility supplement space has experienced year-over-year growth. Female fertility supplements support egg quality, production, ovarian health, and endometrial lining development. For men, these supplements promote sperm count, morphology, and testosterone levels.
Although there are many types of fertility supplements on the market, CoQ10 is by far the most important supplement in this category. The supplement functions as an antioxidant and works to improve both sperm and egg quality as individuals age. Beyond CoQ10, other important ingredients that support fertility include Vitamin D, Omega 3s, and Ashwagandha.
5. Environmentally Friendly
Consumers have become more aware of how their lifestyle choices can affect the environment. In fact, 55% of US survey respondents say they are very interested in the environmental impact of product packaging. To promote your supplement products to this demographic, we recommend looking into sustainable packaging.
Some simple ways to make your packaging more sustainable are using recycled packaging materials or compostable and biodegradable plastic alternatives. For a more detailed look into sustainable packaging, check out this training course by the Sustainable Packaging Coalition® to learn optimization tactics, design strategies, and sustainable sourcing concepts.
Brands that are able to implement sustainable packaging will be able to improve their sales, boost brand reputation, and expand their reach in the coming years. After all, brands can only stay relevant and above the fray if they cater to the current needs of consumers. Keep in mind that sustainable packaging can get complex so brands should consider partnering with a dietary supplement manufacturer who has the ability to package products in a sustainable and eye-catching manner.
6. D2C Supplements
There has been a boom in the number of consumers who are buying supplements online via eCommerce stores due to the pandemic. Because of this, many dietary supplement brands are going D2C either from their eCommerce websites or through an Amazon partnership. Going the D2C route will reduce costs for your brand due to the reduced logistics and transport costs. It is also a great way to stay relevant and take advantage of the wide audiences found online.
Amazon has accounted for 77% of all US vitamins and supplements sold online in 2017 and continues to show a 40% increase in sales for the supplements category to this day. Additionally, having your eCommerce website allows you to stay in contact and build relationships with all your current and potential customers. This helps foster brand loyalty and creates multiple marketing opportunities for your business.
Consumers’ needs are always changing. Supplement brands must be aware of and adapt to all the current industry supplement trends to emerge the strongest in 2022. As the supplement market continues to grow, we expect innovation, personalization, and further education to become key players in the new landscape. Paragon Laboratories is a leading dietary supplement manufacturer that has all the capabilities to bring your innovative tableted, encapsulated, and powder supplements to life. Contact us today to learn how we can help you stay on top of 2022.