July 26, 2024 – In the US and Canada, consumers are preferring supplements to enhance their wellness routines with targeted nutrients suited to their individual needs. Innova’s 360 research into supplement trends allows for identification of key trends in new product launches, flavors, and consumer preferences, as well as what may develop in the future.
Supplement Product Launches
In the past year, North America has accounted for 33% of global supplement new product launches, making it the second leading market for launches, after Europe. Supplements in diverse formats, such as capsules, gummies, powders, Vcaps, and liquids, cater to the various preferences of busy lifestyles and sustain new product development in the region.
The US is a dominant country in the North American supplement market, with an average of 90% launches over the past five years. This diverse range of new products caters to specific health goals such as digestive and liver health, driving innovation across the country. Canada also shows stable growth in supplement launches.
Supplement market trend research displays botanical and herbal supplements are the top subcategory, followed by vitamins and minerals, hair, skin and nails, probiotics, and fruits and vegetable concentrates. This highlights an evolving supplement market where manufacturers are going beyond traditional pills to create solutions that seamlessly integrate into daily routines.
Botanical and Herbal Supplements
Botanical and herbal supplements lead the supplement category in the US and Canada, accounting for 46% and 41% of launches in the past four years, respectively. Options packed with vitamins, minerals, and other ingredients boost immune health. Additionally, products using botanical ingredients that support hormones, combat stress, and promote energy metabolism drive new product development in this subcategory.
Supplement trends highlight Electric Herb is the top company for botanical and herbal supplements launches. Their range of supplements in Vcaps and liquid formats, using various botanical ingredients for specific health benefits, have pushed the company’s new product launches over the past year.
Hair, Skin and Nails Insights
Supplement trends show that the hair, skin and nails subcategory experienced an annual growth rate of 9% CAGR in launches over the past five years. The subcategory’s products feature collagen peptide-rich complexes targeting skin elasticity, paired with active ingredients like retinol, vitamin C, and niacinamide to reduce acne, blackheads, redness, and dark spots. Options with hyaluronic acid boost hydration, while biotin-dense formulas support hair and nail health. This combination helps fueled growth in the hair, skin and nail supplements market.
Probiotics Trends
In the past five years, probiotic launch rates have fluctuated, with a notable increase in launches in 2024. Comprehensive solutions, like multi-strain options that combine probiotics with vitamins for digestive restoration and immune support, have boosted product development in this subcategory.
Soho Flordis International has been the market leader in probiotic launches over the past year, driven by its innovative line of biotic-based dietary supplements and a range of multi-strain formulae.
Vitamins and Minerals in Supplements
In 2024, there has been a slight increase of launches in the vitamins and minerals subcategory. A range of vitamins (A, B, C, D, and E) and minerals like selenium, zinc, iron, and magnesium for overall health, along with liposomal technology for better absorption of supplements such as calcium, vitamin K2, and B12, remain significant.
Vital Nutrients is the key player in vitamins and minerals launches. Options with higher concentrations of vitamins and minerals, including K2-7, B12, and calcium and magnesium combinations, for specific health needs have pushed the company’s new product development.
Claims and Positionings in Supplement Trends
Immune health is the top positioning within supplement market trends in the US and Canada. Brain-mood health, energy and stamina, digestive and liver health, and skin health are also often seen in the supplements category in North America.
In the US, mental acuity, joint health, and insomnia claims are gaining popularity, while heart health, mental acuity, and insomnia claims are growing in Canada. These supplement trends suggest that consumers are increasingly seeking targeted solutions for a range of health concerns.
Supplement Flavor Trends
Supplement trends display that fruit flavors are on the rise. Orange is the top flavor in the North American supplement market, followed by strawberry, red raspberry, berry, and cherry.
Supplement market trend research highlights unique flavor preferences across the region. In the US, flavors like lemon, milk chocolate, and mango are growing. Meanwhile, Canada displays rising interest in milk chocolate, mango, and vanilla flavors. This indicates a shift towards more diverse flavor profiles, potentially driven by consumers’ rising interest in variety and experimentation.
What’s Next in Supplement Trends?
The US and Canada supplement market is evolving rapidly, with botanical and herbal supplements leading in launches over the past year. This presents abundant opportunities for brands to innovate and expand their offerings in this subcategory. Mental acuity and insomnia are additionally growing claims that consumers are responding positively towards, and is a trend worth keeping track of.
In North America, consumer preferences for unique flavors are driving growth and diversification in the supplement market. Companies are likely to develop more fruit and indulgent flavor profiles to enhance taste experiences. Thus, future product innovations in supplements are likely to continue experimenting with indulgent flavors and innovative concepts to cater to evolving consumer demands for variety and health.
This article is based on our report, “Overview of Supplements in US & Canada
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