Sensory attributes — how a product smells, tastes, feels, and looks — are critical to how well it will sell. These attributes can make or break a product in the world of vitamins and supplements.
The team here at Simporter is always on the hunt for the next big thing in supplements, and we’re excited to present our findings for the upcoming year. Keep reading to discover which sensory attributes will gain momentum in 2023.
What will be trending in Vitamin & Supplement Sensory Attributes
The graphic below details the ten vitamin and supplement sensory attributes we believe possess the highest potential for growth in 2023. Sensory attribute opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
To help brands better understand the needs of their consumers, we’ve leveraged our White Space AI tool to analyze 43 oral care natural themes to forecast what will be hot in 2023.
Fizzy
With an absolutely massive 235.33 percent expected growth rate, Fizzy is set to be a big winner in 2023. With a relatively small 0.04 percent share of voice, there is still much room for this attribute to grow. Fizzy products like this Super 11 Effervescent Immunity Tablet are often perceived as more fun and exciting than their non-fizzy counterparts, making them an excellent choice for brands looking to appeal to younger consumers.
As social media becomes a more integral part of our lives, we’re seeing a growing trend of people sharing photos and videos of themselves enjoying fizzy products. This “Instagrammability” is likely to continue driving growth for this sensory attribute in the years to come. Brands should consider formulating products with this sensory attribute in mind, as it will surely hit consumers next year.
Dry
Second on our predicted winner’s list is Dry, with a 63.35 percent expected growth rate and 0.23 percent share of voice. Dry products have a clean and sophisticated image, making them popular among health-conscious consumers. The simpler a product is to understand, the likelier it will be to sell and make sense to the average consumer. Don’t miss out on this opportunity to produce Dry products like this Vitamin A option.
As more and more people become interested in clean eating and living, we expect the popularity of dry products to continue to grow. Brands should consider formulating products with a dry sensory attribute to appeal to this growing group of consumers.
Soluble
Soluble vitamins and supplements are a great option for consumers looking for a quick and easy way to get their nutrients. With a 61.04 percent expected growth rate and 0.06 percent share of voice, soluble products like this Multi-Fiber Digestion Optimization Fiber Powder are set to be a big winner in 2023.
As our lives become increasingly hectic, we expect the popularity of quick and easy solutions like soluble vitamins and supplements to continue to grow. Brands should consider formulating products with a soluble sensory attribute to stay ahead of the competition.
Dissolves
Similar to Soluble, products that dissolve are an excellent option for consumers who are looking for a quick and easy way to get their nutrients. With a 57.04 percent expected growth rate and 0.37 percent share of voice, this category is expected to see significant growth in the coming year.
Dissolvable products like powders and tablets from companies like EZ Melts offer a convenient way to get your daily dose of vitamins and minerals without taking pills or capsules. They’re also easy to transport and can be taken on the go, a huge selling point for consumers looking for convenient solutions to their supplement needs. If your brand hasn’t started incorporating Dissolvable products into your lineup, now’s the time to consider doing so.
Flavored
With a 42.86 percent expected growth rate, Flavored vitamins and supplements like these multivitamins from Rainbow are projected to have significance in the vitamin and supplement category. This is likely because many people find it easier to take vitamins and minerals when they taste good. Additionally, added flavors can help to mask any potential unpleasantness that consumers may associate with the product.
If your brand is looking to capitalize on this trend, consider launching a new line of flavored products or reformulating existing ones. Natural and fruit flavors are likely to be particularly popular, especially as Gen Z assumes most purchasing power in 2023.
Slow
Slow is a fascinating sensory attribute that refers to a lack of movement or energy. This can be seen as a negative attribute, but in the world of vitamins, it might just be what people are looking for. We think that products with this attribute will see significant growth next year, with a 42.86 percent growth trajectory and a 0.14 percent share of voice.
Some people are looking for vitamins like these that will help them slow down and relax. This can be helpful for those who are constantly on the go and need to wind down at the end of the day. Products marketed as “Slow” can help people feel more relaxed and less stressed.
Calming
Vitamins and supplements labeled as Calming (0.09 percent share of voice) or promoting relaxation are expected to see significant growth in the next few years, starting in 2023. This is likely due to the increasing popularity of self-care and the search for ways to combat stress. Calming is good; hectic is bad.
With a 32.15 percent expected growth rate, Calming vitamins (like these Natural Vitality Magnesium Calming Supplements) are one to watch as we head into 2023. Brands should consider how they can create products that promote relaxation and offer stress relief.
Clear
The team here at Simporter predicts a 10.73 percent growth rate for vitamins and supplements labeled as Clear (0.69 percent share of voice). Clear products are often associated with being free of side effects, which will likely be a significant selling point for consumers in the next few years. Considering how side-effect ridden most supplements, medications, and drugs are, finding something beneficial to a consumer’s health without the added stress and discomfort of side effects is a huge win.
Chewy
Chewy (1.84 percent share of voice) vitamins and supplements like these from Yumi have been a popular choice in recent years as they are easy to take and have great taste. We predict this trend will continue, with a 10.30 percent growth rate in 2023. Chewy vitamins are a great way to get your daily dose of vitamins and minerals, and they can also be a nutritious snack. Often easier for children and people with busy lifestyles to take, chewable vitamins are also a great option for those who have difficulty swallowing pills.
What’s not to love about chewable vitamins? Even though this sensory attribute holds a 1.84 percent share of voice, there’s still much room for growth. Make sure your brand doesn’t overlook this critical sensory attribute!
Tasty
Last but certainly not least is Tasty, with a 7.28 percent growth rate and 2.33 percent share of voice. Tasty vitamins are a great way to get your daily dose of minerals, and they can be a nutritious snack as well.
Vitamins that are delicious and easy to take are a great way to get your recommended daily intake of vitamins and minerals. Despite already holding a significant share of voice, this sensory attribute has a ton of runway for growth, signifying the importance of taste in consumer purchasing decisions.
Conclusion & Key Takeaways
When formulating your vitamins and supplements for 2023, ensure your brand focuses on top consumer sensory preferences for fizzy, dry, and soluble products.
If you’re looking to get ahead of the competition, don’t forget the importance of taste! At the end of the day, you’re likely to sell more products if they taste great and are easy to take.
Calming and chewable vitamins are two other sensory attributes expected to see significant growth in 2023, so keep these in mind when formulating your products.
Thanks for reading! We hope this was helpful. For more on 2023 tips and trends for the Vitamins and Supplements industry, check out our blog.
If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website for more insights on Household Care Stain Removal trends. Predicting need state trends is just one way Simporter can help brands grow their business, so to learn more about how we can help you, please visit us at simporter.com.
