The vitamins and supplement industry is constantly changing and evolving. To continue this success, brands must focus on offering products that consumers love. When offering high-demand products within the vitamins market, your brand has to focus on consumer need states — what consumers claim they need or want.
Not sure where to start? Don’t worry. We’ve done some digging and found the top ten consumer needs that will be trending in 2023.
Here are our Predicted Vitamin Need State Winners for 2023
The graphic below breaks dives into the ten vitamin need states we believe possess the highest potential for growth in 2023. Need state 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 400 vitamin market need states to forecast what will be trending in 2023.
Heart Health
Heart Health (0.06 percent share of voice) is something everyone should be thinking about, no matter their age. According to the Centers for Disease Control and Prevention (CDC), heart disease is the leading cause of death for both men and women in the United States.
So, we’re not surprised to see Heart Health vitamins at the top of our predicted winners list for 2023. With a predicted growth rate of 31.78, it just shows that consumers are becoming more and more interested in products on the vitamins market that will help them maintain a healthy heart.
The largest supplement companies in the world are latching onto this trend, and so should yours. If you’re looking to tap into this trend, now is the time to start formulating products that fall into this need state.
Manage Weight
Weight management is another colossal health trend we don’t see slowing down anytime soon. In fact, according to PR Newswire, the weight management market is expected to reach $326 billion by 2028. Our data shows Manage Weight, which has a 0.02 percent share of voice, as a predicted winner for 2023, with an expected growth rate of 31.57 percent.
This need state is perfect for brands looking to tap into the growing health and wellness trend. Consumers are always on the hunt for products to help them lose weight and feel better about themselves. If you have a product that falls into this category, start promoting it as something consumers can use to manage their weight.
Mood Balance
As we all know, our mood can significantly impact our overall health. That’s why it’s essential to find ways to keep our moods balanced. When it comes to manufacturing vitamins, Mood Balance (0.88 percent share of voice) is a need state that is often overlooked.
But, our data shows that Mood Balance is a predicted winner for 2023, with a growth rate of 23.74 percent. Products like vitamins and supplements that help improve mood are in high demand, and we expect this trend to continue in the coming year.
This need state is perfect for brands that offer products that can help consumers relax and de-stress. With so much uncertainty in the world right now, more and more people are looking for ways to find peace of mind.
Healthy Skin
Did you know the skin is the largest organ in the human body? That’s why it’s so important to take care of it. Our AI models and supplement report show that Healthy Skin will be a predicted winner for 2023, with an anticipated growth rate of 18.18 percent.
This need state is perfect for beauty and skincare brands looking to tap into the growing demand for natural and organic products. Consumers are becoming increasingly interested in finding ways to improve their skin health without using harsh chemicals, which is why Healthy Skin vitamins — which have a 0.02 percent share of voice — will see an increase in market share over the next twelve months.
Colon Health
Colon Health (also 0.02 percent share of voice) is another predicted winner for 2023, with an expected growth rate of 15.64 percent. This need state is perfect for brands that offer products that can help improve digestive health.
As the world becomes more and more health-conscious, consumers are looking for ways to improve their overall well-being. Products like these vitamins from Healthy Gut that help improve digestive health will be in high demand in the coming year.
Iron Deficiency
Iron deficiency is a common problem, especially for women. According to the National Institutes of Health, iron deficiency is the most common nutritional deficiency in the world.
Yet, very few consumers are talking about it (0.02 percent share of voice), so there’s a ton of opportunity for brands to capitalize on this consumer need. We anticipate that Iron Deficiency vitamins and supplements will perform well in the vitamins market, with an 11.88 percent growth rate in 2023.
Skin Care
Like Healthy Skin, Skin Care (another category with a 0.02 percent share of voice) is another predicted winner for 2023, with a forecasted growth rate of 5.67 percent. The largest supplement companies have already started to take notice of this trend and are introducing new products that address this need state.
For example, Paula’s Choice has a line of skin care products specifically designed to improve the health of your skin.
Sleep Aid
With a modest growth outlook for 2023, Sleep Aid — 0.04 percent share of voice — vitamins and supplements will still hold a spot on our predicted winner’s list with an expected growth rate of 5.22 percent. As we all know, getting a good night’s sleep is essential for our overall health and well-being.
Yet, many of us struggle to get the recommended eight hours of sleep per night. That’s where products like these sleep aid vitamins come into play.
If you’re looking to tap into the sleep aid market, now is the time to do it. There is a growing demand for products that can help improve sleep quality, and we expect this trend to continue in the coming year — don’t sleep on this opportunity.
Brain Function
Improving Brain Function is another predicted winner for 2023, with a forecasted growth rate of 5.22 percent to increase its 0.06 percent share of voice. This need state is perfect for brands that offer products that can help improve focus, memory, and cognitive function.
As the world becomes increasingly competitive, people are looking for ways to get an edge over their competition. Brain function products like Qualia Mind from Neurohacker Collective are designed to do just that.
If your brand is looking to make the most out of the trend toward Brain Function, capitalize on the momentum while it’s building.
Digestive Aid
Last but certainly not least, Digestive Aid is a predicted winner for 2023, with a growth rate of 4.39 percent.
Love Wellness’ Bye Bye Bloat is a perfect example of a product designed to ease discomfort and promote healthy digestion.
If you’re looking to tap into the digestive aid market, now is the time to do it. Consumers are becoming more and more interested in finding natural ways to improve their digestive health, and there is a growing demand for products that can help.
Conclusion
There you have it – our top 10 predicted winners for 2023 within the vitamin and supplement market. If your brand is looking to get one step ahead of competitors and want to move that much faster than the largest supplement companies, the time to get in on these trends is now.
For more on 2023 vitamins and supplement trends, 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 vitamin and supplement industry 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.
