Forms are an important factor in consumer purchasing decisions. How a product is consumed, applied, or used can be just as important to the consumer as the product’s efficacy. That’s why, when it comes to vitamins, we wanted to understand which forms are on the rise and which might fall out of favor. Take a look at what we found.
Diving into vitamin and supplement forms
The graphic below breaks down the ten vitamin forms we believe possess the lowest potential for growth in 2023. Form 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 13 vitamin forms to forecast what will and won’t be trending in 2023.
Powders
Powders (0.25 percent share of voice) are expected to continue growing in popularity faster than in recent years, with a 35.60 percent expected growth rate. This category is being driven by demand for plant-based proteins, which are often in powder form.
Powdered vitamin products like VitaHustle offer an easy way to add vitamins and minerals to your favorite beverages or foods. Simply mix the desired amount of powder into water, juice, or a smoothie to get the protein and nutrients you need.
Stick
While your average consumer might not think of vitamins and supplements coming in Stick form, this delivery method has been rising in recent years, with a 30.96 percent expected growth rate in 2023 to add to its 0.47 percent share of voice.
One popular product, Olly Kids Multi+ Probiotic Stick Packs, makes it easy for parents to ensure their kids get the nutrients they need. The stick packs can be added to water or any beverage and do not require refrigeration. As convenience becomes an essential factor in consumer decision-making, we expect sticks will continue to gain popularity.
Creams
Creams, with a 0.04 percent share of voice, are typically applied topically and are growing in popularity due to their many benefits. Topical Vitamin C, for example, can help to reduce the appearance of fine lines, wrinkles, and dark spots.
With a 28.71 predicted growth outlook for this form, your brand might want to consider investing in topical cream-based products.
Liquids
Liquids have always been popular for their convenience, but they have also become increasingly popular for their taste. Liquid-based products will also be on the rise with a forecasted 28.44 year-over-year growth potential. This delivery method is not only convenient, but also easy to absorb. In addition, many people are looking for vitamins that come in a Liquid form (0.13 percent share of voice) because they believe that the body can absorb them more easily.
Whatever the reason, consumers will be looking for, talking about, and purchasing more liquid-based vitamins and supplements, so pay attention to the trend and adjust your R&D accordingly.
Tablets
One of the most popular and well-known vitamin forms, Tablets have been around for a while. Even with the highest share of voice on our list, there’s still a lot of runway for success for this form with products like these Nuun Tablet Vitamins for Everyday Wellness. In terms of growth, tablets are expected to grow at a rate of 28.09 percent, just shy of liquids, adding to its already significant 0.98 percent market share.
Chewable
Products like Gummy vitamins and chewable vitamins have been around for a while, but they have seen a recent resurgence in popularity. Gummies and chewable products offer a tasty alternative to pills and are easy to take on the go. Chewable vitamins are expected to grow at 19.26 percent, so if your lineup for 2023 doesn’t include chewable, gummy, and approachable vitamin options, you may want to reconsider.
Softgels
Softgels like these from NatureMade are a type of capsule that contains oil, and they’re often used to deliver supplements. They’re easy to swallow and offer a quick and convenient way to get your vitamins, which is why we expect the form’s 0.06 percent share of voice to expand somewhat next year. With a 16.48 percent expected growth rate, Softgels are a smart choice for brands looking to stay ahead of the curve.
Capsule
A favorite among health-conscious consumers, capsules offer a quick and easy way to get your vitamins. They’re also easy to store and transport, so it’s no surprise to see their 8.89 predicted growth potential. Capsule-based products like Ritual’s Essential for Women 18+ Multivitamin are perfect for on-the-go consumers.
Make sure your brand meets consumers’ needs by providing options in capsule form.
Gels
Vitamins and supplements in gel form are growing in popularity as they offer a more targeted delivery system than capsules or tablets. They’re also easier to take on the go, which is attractive to consumers trying to adhere to more active post-pandemic routines.
While gels might not have the highest growth outlook (8.58 percent), they’re an excellent option for brands to consider incorporating into their 2023 product lineup.
Drops
With the only negative growth trajectory on our list, we predict products that come in drop form (like these Vitamin D drops from Fluent) will decline in 2023. This delivery method might be less convenient for consumers, and drops could be left by the wayside with so many other options on the market. Ensure your R&D and product development are aware of this predicted trend so your brand can focus on other delivery methods in the coming year.
Conclusion & Key Takeaways
Vitamins and supplements come in various forms, each with advantages and disadvantages. As we look at what’s in store for 2023, we predict that liquid, stick, and cream vitamins will be the most popular forms on the market. Liquids, tablets, and chewables will also see significant growth in 2023.
Finally, we predict drops will be the only declining vitamin form in the coming year. Keep these predicted trends in mind when planning your product development for 2023. And as always, stay ahead of the curve by monitoring the latest trends in the vitamin and supplement industry.
Thanks for reading! We hope this was helpful. For more on 2023 Vitamin and supplement predicted performance, 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.
