As consumers become more and more health-conscious, they want to know where their food came from and how it was made. Vitamins and supplements are no different. In 2023, we predict that more consumers will be interested in all-natural vitamins and supplements as they become label-savvy. You might be asking, what are vitamin themes? Vitamin themes are topics or product attributes consumers seek when looking for vitamins and supplements. For example, a consumer looking for an iron supplement might also search for “vegan” or “gluten-free” options.
So, without further ado, here are our top 10 predictions for vitamin natural themes in 2023:
The graphic below dives into the ten vitamin natural themes we believe possess the highest and lowest potential for growth in 2023. Vitamin natural theme 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 33 vitamin natural themes to forecast what will and will not be trending in 2023.
Sugar Free
At the top of our predicted winner’s list is Sugar Free (0.13 percent share of voice), with an expected growth rate of 101.65 percent. In recent years, there has been a shift in the way consumers view sugar. Once considered a necessary part of a balanced diet, sugar is now seen as a toxin that can lead to various health problems. As a result, people are looking for ways to cut sugar out of their diets, and sugar-free vitamins and supplements like these are one way to do that.
Gelatin Free
Gelatin, a critical ingredient for gummy vitamins, has come under fire recently for its animal-based origins. With that, more and more people are looking for gelatin free options (0.03 percent share of voice), and our team predicts this theme will grow 94.98 percent year over year.
While gummy vitamins are on the rise, brands should think critically about how to capture the flavor and experience of a gummy vitamin but without the use of gelatin – like these vegan gummies.
Gluten Free
Gluten free (0.21 percent share of voice) doesn’t just apply to food. More and more people are looking for gluten-free vitamins and supplements as they become more aware of what is and isn’t in their favorite products. Gluten intolerant customers — or those who simply prefer to keep gluten intake to a minimum — will find that the amount of available options on the Gluten Free vitamin market is growing. Our team predicts this trend will continue to grow in 2023, with a 36.01 percent growth rate. As the demand for gluten-free products (like these vitamins from Hyland’s Naturals) continues to rise, we expect to see more brands reformulating their products to meet this need.
GMO Free
GMO Free – vitamins made without genetically modified organisms – are another trend that will continue to grow by 28.32 percent next year. This is in response to consumers’ desire for products that are “clean label” or free of artificial ingredients, colors, and preservatives.
Some of the best vitamins for women are those that help with anxiety, such as omega-3s, magnesium, and vitamin B-complex. All these nutrients are essential for a healthy diet but can also help reduce stress and improve mood.
Ritual’s Women’s Multivitamin is a great example for brands looking to offer an all-natural, GMO-free vitamin. This vitamin is designed to support the health needs of women, including anxiety and stress relief. Some of the best daily vitamins for women are GMO-free and contain omega-3s, magnesium, and vitamin B-complex.
Keto
Our team predicts keto-focused all-natural vitamins and supplements (0.21 percent share of voice) will see a relatively flat 2.81 percent growth in popularity next year. This is a slightly more niche category, but one that has been gaining traction in recent years.
The keto diet is a high-fat, low-carbohydrate diet that is effective for weight loss and other health benefits. To follow the diet, people need to consume a lot of fat and very few carbs, which can be challenging to do without supplements. There are a few different types of keto supplements on the market, but one of the most popular is exogenous ketones. These supplements provide the body with ketones, a fuel that the body can use for energy. Products intentionally marketed as Keto will have a steady return on investment in 2023.
Dairy Free
Dairy free (0.04 percent share of voice) is the first predicted decliner on our list, with a negative 5.02 percent growth outlook for next year. While this theme will only lose a little momentum, it’s worth noting as it indicates a shift in consumer behavior.
There are several reasons why people might choose to avoid dairy, including lactose intolerance, allergies, and personal preference. Plenty of plant-based milk alternatives, such as almond, soy, and coconut milk, are available on the market that consumers seem to be happily drinking instead of traditional cow’s milk. Vega’s Plant-Based Protein Powder is an excellent example of a dairy-free product that provides a high-quality protein source.
Organic
Organic is a popular claim on vitamins (0.98 percent share of voice), but it doesn’t seem to translate into significant market share. The growth of organic vitamins is expected to be negative in 2023 (negative 13.49 percent).
What’s driving this? In part, it’s because organic products are often more expensive, and consumers are increasingly price-sensitive. But it’s also because organic products have failed to live up to some of their promises. For example, organic products are often no more effective than non-organic ones and may even be less effective.
So, if your brand is looking to offer the best vitamins for your money, you’re better off investing in non-organic options and focusing on including whole foods in your products.
Plant Based
Plant-based vitamins and supplements (like these vitamin drops) are another trend that doesn’t seem to be catching on with modern-day consumers. In 2023, Plant Based all natural vitamins are predicted to have a 0.07 percent share of voice and a negative 21.68 percent growth rate.
Plant-based products are often more expensive than their animal-based counterparts, and they can be less effective. In addition, most consumers don’t have a strong preference for plant-based products. So, unless your brand is focused on catering to vegans or vegetarians, you’re better off investing your time and money elsewhere.
Kosher
Taking the penultimate spot on our 2023 predictions list is kosher vitamins and supplements (0.05 percent share of voice). We predict these products will have a negative 38.35 percent growth rate. Because the Kosher audience is such a niche one, it’s simply not worth it for most brands to invest heavily in this theme.
Paleo
There are arguments on both sides of the paleo discussion, but our data shows that the general public is not interested in paleo vitamins (0.04 percent share of voice). In fact, we predict these products will have a negative 171.68 percent growth rate in 2023.
The Paleo diet is based on the belief that humans should eat the way our hunter-gatherer ancestors did – primarily meats, vegetables, fruits, and nuts. There are a few popular brands in the all-natural paleo vitamins and supplement space – NutriGold, MegaFood, and Garden of Life – but our data shows that the theme will not be growing year over year. Get strong data with Industry 4.0 – powered by the Industrial Internet of things.
Conclusion
Trendy diets like Paleo and Keto won’t be driving purchases to their respective categories. Instead, themes like Sugar Free and Gelatin Free vitamins will be guiding consumer spending. Plant based and Organic are also popular terms, but those claims have failed to live up to the hype in recent years. So, unless you’re catering to a specific niche audience, it’s probably not worth it to invest in these themes.
Vitamins and supplements are a growing category, with new products and themes constantly emerging. So, while these are our predictions for 2023, it’s critical to stay flexible and be prepared to adapt as the market changes.
As always, our team at Simporter is here to help you navigate the ever-changing world of e-commerce. Contact us today to learn more about how we can help you grow your business.
For more on the newest vitamin and supplement trends for 2023, 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 key vitamin and supplement trends. Predicting need 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.
