As we move into 2023, there are a few critical weight loss needs that we predict will decline in popularity compared to performance across the past few years. Consumers are becoming more label-conscious and are shying away from products that make unsubstantiated claims or over-promise results. They’re also looking for products that have a more natural composition and are easier to incorporate into their lifestyle.
For vitamin and supplement brands, products with empty calories, artificial sweeteners, or fillers are likely to decline in popularity. Plus, products that require a lot of time and effort to integrate into a consumer’s daily routine are also likely to see a downturn in consumer support.
Here are our Predicted Vitamin Weight Loss Needs Decliners for 2023
The graphic below dives into the ten vitamin weight loss needs we believe possess the highest potential for growth in 2023. Vitamin weight loss need 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 76 vitamin weight loss needs to forecast what will be trending in 2023.
Skin Care
After analyzing the data, Skin Care comes in with the most significant year-over-year decline at negative 43.11 percent. Skin Care (0.04 percent share of voice) and weight loss needs have always been linked, but as consumers become more label-conscious and focused on ingredients, they’re shying away from products like these that make unsubstantiated claims or over-promise results.
Highest Quality
Some well-known weight loss vitamin and supplement products have touted themselves as the Highest Quality product on the market. However, since product quality is vital to consumers, they’re becoming savvier and can see through false or exaggerated claims about vitamins’ effectiveness or health benefits. Therefore, we predict that Highest Quality labels will experience a negative 38.35 growth trajectory next year.
Because GNC vitamins are considered some of the highest quality on the market, there’s less need to promote this claim on their products. Instead, products should focus on what the product does or how a consumer can directly benefit from using it.
Energy
Energy-related products like these Vitamin shots have always been popular within the weight loss category, but as consumers become more label-conscious, they’re shying away from supplements solely focused on energy and turning instead to those that offer a more holistic approach to weight loss.
As a result, weight loss supplements that combine energy-enhancing ingredients with other benefits, such as fat burning or appetite suppression, are expected to see the most significant growth in the new year. Consequently, our team predicts energy (6.17 percent share of voice) weight loss will decline by 37.64 percent in 2023 compared to performance in prior years.
Certified Organic
It’s no question that consumers have become increasingly health-conscious. Oftentimes, when people are trying to lose weight, they’re also looking for ways to improve their overall health, and certified organic supplements provide a way to do just that. However, terminology among consumers will be changing. Instead of searching for Certified Organic vitamin products, they’ll be looking for products made with Whole Foods (we cover this in our recent blog post on Need State Winners here).
We predict that Certified Organic (0.04 percent share of voice) will see a negative 28.83 percent growth rate next year while Whole Foods (0.05 percent share of voice) will experience positive growth of 21.43 percent. While some brands have already switched to using Whole Foods in their product names and descriptions, others have yet to do so. For those who haven’t made the switch, now is the time to stay ahead of the curve and capitalize on the growing demand for these products.
Overall Health
Weight loss vitamins and supplements focusing on overall health (0.36 percent share of voice) will see a negative 26.91 growth rate in 2023. In the past, these products have been popular among those looking for an easy way to improve their health without making significant changes to their diet or lifestyle. However, as consumers become more label-conscious and shy away from quick fixes, they’ll be less interested in grandiose claims. Instead, they will turn to brands and products with more specific benefits that contribute to a steady improvement in their Overall Health.
Immunity
While the need for immune-boosting supplements from companies like The Nue Co. has been on the rise in recent years, our team expects this trend to grow at a slower pace in 2023. With consumers less worried about COVID-19, it’s no surprise that immunity-enhancing weight loss vitamins and supplements (0.17 percent share of voice) will see a negative 24.46 percent growth rate next year.
Energy Booster
Dieters are always looking for an edge. In the past, that meant turning to energy-boosting supplements (0.08 percent share of choice) to help them power through their days. However, consumers these days will be increasingly interested in getting their energy from food sources, not vitamins and supplements, whenever possible. Brands like OLLY, which offer products like their Daily Energy vitamin, may struggle to stay competitive in the coming years. This means that the energy-booster category will see a negative 24.06 decline in growth in 2023.
Digestive Health
With weight loss often comes digestive health issues. While Hollywood celebrities have long sworn by supplements to help with regularity, the general public is expected to turn to more gentle solutions in 2023, shifting away from well-known digestive health weight loss vitamins and supplements. Our team predicts a negative 19.63 percent growth rate for this weight loss in the new year.
To ensure your brand stays one step ahead of the competition, re-evaluate how much your weight loss product line focuses on digestive health claims.
High Potency
With a negative 14.54 percent growth trajectory for next year, High Potency (0.08 percent share of voice) might not be the best need to invest in if your brand is looking for an immediate return on investment. Make sure your brand keeps a pulse on how consumers describe their go-to vitamins. Instead of high potency, you will attract consumers to products marketed as extra strength or maximum strength.
Mental Clarity
Cognitive support supplements (0.07 percent share of voice) — those that help with mental clarity like these ones from TruBrain — will continue to be popular among consumers in 2023. Still, their growth is expected to slow by 12.86 percent. More and more research is linking cognitive issues like poor memory and focus to underlying health conditions like sleep apnea and diabetes, so consumers will be increasingly interested in addressing these underlying issues rather than just taking a pill.
Conclusion
The majority of the weight loss needs we predict will decline in 2023 are due to consumer label consciousness. More than ever, people are interested in being proactive about their health and taking a holistic approach to weight loss rather than just popping a pill. This means that vitamins and supplements that address underlying health issues, like sleep and digestive health, will continue to be popular. At the same time, those offering a quick fix, like energy boosters, will decline in popularity. So, if you’re looking to get ahead of the curve in 2023, focus on supplements that include direct health benefits instead of broad, difficult-to-measure labels.
Check out our blog for more on the newest vitamin and supplement trends for 2023.
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.
