When it comes to the vitamin industry, new vitamins ingredients are constantly popping up on the market. Some of these ingredients have been around for a while, but they’re becoming more popular now because of their purported health benefits. So, which ingredients will dominate the vitamin and supplement market in 2023? If you’re one of the largest supplement companies, these are data insights worth looking into.
Here’s a look at some trending ingredients you can expect to see next year.
Vitamins Ingredients Trends Predictions
The graphic below shows the ten vitamin ingredients we believe possess the highest 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 125 vitamin ingredients to forecast what will and won’t be trending in 2023.
Glucosamine
First on our predicted winner’s list is Glucosamine, often found in joint-health supplements, as it’s thought to help reduce inflammation and pain. Glucosamine’s popularity has been on the rise in recent years, and we predict this trend will continue into 2023 with a 105.61 year-over-year growth trajectory and a 0.05 percent share of voice.
Products that contain Glucosamine like Schiff Move Free Joint Health Supplement or Nature Made TripleFlex Triple Strength with Vitamin D are examples of in-demand products that we predict will perform well next year. Think about ways to combine benefits, like in Nature Made’s case, where the Glucoasmin and Vitamin are both marketed, to capture more of the supplement-taking market.
Hyaluronic Acid
While Hyaluronic Acid’s well known across the beauty industry, it’s only now being used in supplements to improve joint and skin health from the inside out. Because of this, we predict it will have a 67.16 percent year-over-year growth rate and a 0.10 percent share of voice in 2023.
Some notable products that contain Hyaluronic Acid are Now Supplements’ HA Joint Formula capsules and Nature’s Bounty Optimal Solutions Hair, Skin & Nails Gummies.
MSM
If you’ve never heard of MSM, you’re not alone. It stands for Methylsulfonylmethane. This supplement ingredient is thought to improve joint health, reduce inflammation, and boost immunity, which is why we predict it will have a 60.78 percent year-over-year growth rate in 2023.
As our population ages, we predict that MSM supplements will become more popular, reaching a 0.08 percent share of voice. You can find MSM in products like Jarrow Formulas’ MSM Powder, and your marketing strategy should consider how you can better target an older demographic.
Vitamin K
Vitamin K is a crucial nutrient often found in leafy greens but can also be taken as a supplement. This vitamin is thought to help with bone health, and we predict it will have a 54.58 percent year-over-year growth trajectory in 2023 (0.08 percent share of voice).
While you can find Vitamin K in food, it’s also available as a supplement, like this one. Consider how your brand can leverage the trend of people wanting to get their vitamins from food sources vs. supplements and position your product accordingly.
Vitamin D3
Vitamin D has been having a moment for the past few years, and it doesn’t seem to be going anywhere anytime soon. That’s because this essential vitamin does more than just help with calcium absorption. It also supports immune health, bone health, and more. We predict that Vitamin D3 will have a 52.32 percent year-over-year growth rate and a 0.06 percent share of voice in 2023.
If you’re looking for a Vitamin D supplement, we recommend maintaining a pulse on Nature Made’s Vitamin D3 Softgels or Garden of Life mykind Organics Vitamin D Spray. While offered in drastically different forms, both products will remain popular among consumers for their ease of use.
Omega 3
With heart disease being the leading cause of death in the United States, it’s no surprise that Omega 3 supplements are on the rise. This nutrient is thought to help reduce the risk of heart disease, which is why we predict it will have a 45.57 percent year-over-year growth rate in 2023 and a 0.13 percent share of voice.
While many Omega 3 supplements are on the market, one of the most popular is Nature Made’s Burp-Less Extra Strength Omega-3 From Fish Oil 2800 Mg Softgels. While heart disease impacts older generations at a higher rate, consider how your brand can market Omega 3 products to younger populations for preventative care.
Biotin
Often found in hair, skin, and nail supplements, Biotin is a water-soluble vitamin that’s thought to improve the health of these three areas. With the help of our AI models, we forecast that Biotin will have a 34.12 percent year-over-year growth trajectory and a 0.18 percent share of voice next year.
Due to its association with beauty, Biotin is often found in hair, skin, and nail supplements. If your brand is looking for a Biotin supplement to model your marketing after, we recommend Nature’s Bounty’s Hair, Skin & Nails Gummies or Vitafusion’s Beauty Formula Gummy Vitamins.
Melatonin
Usually consumed to help with sleep, Melatonin is a hormone naturally produced by the body. This supplement is thought to help regulate the body’s sleep-wake cycle, which is why we predict it will have a 31.14 percent year-over-year growth trajectory and a 0.09 percent share of voice in 2023.
As more people have insomnia and other sleep issues, Melatonin supplements will continue to grow in popularity. Make sure your brand is staying on top of this growing trend.
Collagen Peptides
Last but certainly not least on our list is Collagen Peptides, which our team predicts will have a 21.89 percent year-over-year growth trajectory and a 0.03 percent share of voice. This supplement is thought to improve the health of skin, hair, nails, and joints and is often found in powder form.
Since consumers are less educated about the benefits of collagen peptides, brands need to market this supplement in a way that’s easy to understand. Two examples of brands doing this well are Further Food’s Marine Collagen Peptides and Sports Research’s Grass-Fed Collagen Peptides.
Beet Root
Rounding out our list is Beet Root, which our AI models predict will have a 21.89 percent year-over-year growth trajectory and a 0.03 percent share of voice in 2023. This supplement is often consumed for its nitrates, which are thought to improve blood flow and blood pressure. Consumers need heart-healthy vitamins (as discussed in one of our latest blogs here), so it makes sense to see even obscure ingredients like Beet Root land on this list.
With Gen Z assuming the majority of consumer buying power, brands need to consider how they can appeal to this demographic. Beet Root supplements are often consumed for their performance-enhancing capabilities, which is why we recommend marketing this supplement to athletes and fitness enthusiasts.
Vitamins Industry Insights Conclusion
There you have it, the vitamins and ingredients we predict will trend upward in 2023. While some of these supplements, like Vitamin D3 and Omega 3, are already popular, others, like Collagen Peptides, are just beginning to gain traction. As a supplement brand, it’s important to stay up-to-date on the latest trends in the industry. Doing so can ensure that your marketing efforts are aligned with consumer demand.
Thanks for reading! We hope this was helpful. For more on 2023 Vitamin and supplement predicted performance, check out our blog.
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