Growth Trends in the Supplement Market

A growing number of people worldwide are consuming vitamins and supplements daily, especially older adults. In the past few months, American adults alone have consumed anything from regular vitamins to sports nutrition supplements. What is causing the supplement business to prosper among health trends?

One reason is the global health factors, such as increasing mortality rates and the growing aging populations. Another reason is the rise in supplement use during COVID-19. In fact, supplement sales rose 19.6% to $474 million for women’s vitamins and 33.7% to $229 million for men’s multivitamins in 2020 with all demographics increasing vitamin use by about 75%. The third reason could be the new scientific backing of vitamins creating increased confidence in their effectiveness to improve physiological, cognitive, and functional outcomes as well as slow the rate of brain shrinkage. 

There are a few people shaping the success of the supplement industry. Ernesto Sigmon is one of them as the CEO of a 100% Black-owned company that scientifically formulates supplements for the health needs of Black people. Another person is Dr. Banafsheh Bayati, who is one of the founders of the first and only OB/GYN-founded vitamin company that formulates nutrition for reproductive life cycles.

For the future of the supplement industry, it is expected to see new supplement categories added to their lineup as well as more DTC brands like Truvani and TrueBrain Nootropics rising in popularity. Pre-workout supplements with new ingredients like beta-alanine (to control muscle fatigue) and citrulline (to improve muscle building) are also expected to continue growing while new companies and blends try out other new ingredients, like cholecalciferol and theobromine. 

With the supplement industry rapidly gaining momentum and becoming more complex, it’s important to know what’s out there and if the ones you’re taking are right for you.

The Big Business of Supplements