Vitamins Trends, Industry Insights and Predictions for 2023

The market for vitamins, minerals, and other dietary supplements is extremely lucrative. It is believed that the market in the United States alone is worth $30 billion, and it is just continuing to expand.

However, as the level of competition in the market continues to rise, brands need to remain one step ahead in order to maintain their customer base. So, what does the future hold for the marketing of vitamin trends? 

Continue reading to discover the answer. The goal of this post is to help brands learn more about what their customers want and what’s trending in the vitamin industry.   

1. Zinc 

Oysters, red meat, poultry, and beans all contain adequate amounts of zinc, which is a vital mineral for the human body. It is commonly used as a dietary supplement to help strengthen the body’s immune system.

Zinc is forecast to have a year-over-year growth rate of -3.03 percent, maintaining a strong 0.46 percent share of voice in 2023.  

In 2023, we do not anticipate that as many people will place as much emphasis on strengthening their immune systems due to the fact that the COVID-19 pandemic is largely over. Zinc isn’t the only component that can strengthen your immune system; there are numerous others that do it better.

2. Turmeric

With a share of voice that is by far the greatest at 2.96 percent, turmeric is an ingredient that our team anticipates will have a tiny but negative year-over-year growth trajectory in the year 2023. (-0.05 percent).

This Indian spice can frequently be found in dietary supplements that are marketed to reduce inflammation.

Although turmeric does have some anti-inflammatory qualities, other substances, such as ginger, are significantly more beneficial than turmeric.

We feel that the excitement surrounding turmeric has started to lessen, and as a result, we anticipate that this ingredient, along with products that are similar to this one, will face a fall in popularity over the course of the next twelve months or more.   

3. Coconut Oil

Coconut oil will have a year-over-year growth trajectory of -39.36 percent and a share of 0.10 percent.

Coconut oil is believed to offer health benefits, which include enhanced cognitive performance and improved cardiovascular health. However, these claims have come under scrutiny as of late, and as a result, it is possible that sales of coconut oil supplements may suffer in the coming year. 

If your company sells coconut oil supplements, we suggest changing your marketing plan to emphasize other benefits, such as moisturizing. This will help you keep up the positive sales momentum you’ve been building. 

4. Extract of Blueberries

The extract of blueberries is forecast to have a downward trend in terms of year-over-year growth in the year 2023. The year-over-year growth for extract of blueberries, which accounts for 0.04 percent of the market share, will be negative 12.96 percent.  

According to studies, the nutritional content of blueberries is not necessarily superior to that of other types of fruits.

In addition, the health advantages of blueberries are diminished when the fruit is taken in the form of a supplement rather than eaten fresh. As a result, the market for supplements containing blueberry extract will not keep up with the rapid rise seen in upcoming years.

5. Folic Acid

Folic acid is a water-soluble vitamin that pregnant women must take in order to lower the chance that their unborn child will be born with a birth defect. Folic acid is commonly found in leafy green vegetables, legumes, and nuts.

Despite having a respectable 0.10 percent share of voice, it is believed that Folic Acid will continue to experience a year-over-year growth trajectory of a negative 10.11 percent. 

If your company sells folic acid supplements, we suggest shifting your marketing strategy to focus on other groups of people who could benefit from taking a folic acid supplement, such as men and women who are over the age of 50. 

6. DHA

Docosahexaenoic acid, also known as DHA, is a kind of omega-3 fatty acid that is frequently discovered in fish oil supplements. DHA (including DHA supplements) will have a negative growth trajectory of 15.45 percent year-over-year and a 0.09 percent share of voice in the market in the year 2023.

This predicted decrease can be attributed to two separate factors. To begin, using DHA supplements is not an effective method for enhancing one’s heart health.

Second, the Food and Drug Administration (FDA) has recently begun to crack down on businesses that make misleading claims about the positive effects their products have on consumers’ health.

As a direct consequence of this, we anticipate that sales of DHA supplements will slow down significantly over the course of the following year.

If your company sells DHA supplements, we suggest shifting your marketing focus to another omega-3 fatty acid, such as EPA, which is more beneficial for enhancing heart health. This will allow your company to capitalize on current and future market opportunities.

7. Amino Acids

Meat, poultry, fish, and dairy products are all good sources of amino acids because protein is made up of amino acids as its building blocks.

Obviously, you can also consume them in the form of dietary supplements. According to the projections made by Simporter, amino acids will have a year-over-year growth trajectory of -8.88 percent and a share of voice of 0.03 percent in the following year.

To stay ahead of the competition, you should focus on marketing the products to people who are trying to build muscle. This will help in maintaining great sales momentum and attracting additional prospective customers. 

8. Soy Isoflavones 

Isoflavones derived from soy are a form of phytoestrogen, which refers to a substance found in plants that acts similarly to the hormone oestrogen.

Soy isoflavones account for 0.20 percent of the total share of voice. Isoflavones derived from soy are frequently included in dietary supplements that are sold to women who are undergoing menopause.

The growth rate of soy isoflavones would be negative 5.20 percent year-over-year in 2023. Since soy isoflavones are not very effective in treating menopause symptoms like hot flashes, we should see sales of soy isoflavone supplements lose some of their growth pace over time.

Final Takeaways

We hope this post gives brands an idea of which ingredients are falling out of favour. This will make it easier for brands to concentrate their marketing efforts on other ingredients that have a higher potential for success.  

We recommend focusing your attention on folic acid, turmeric, and zinc if you want to stay ahead of the competition. It is recommended to continue making vitamins and supplements containing these ingredients.

Even though their popularity is waning, these components still have a respectable share of the market, and the rate at which they are losing it is not alarming. 

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