Supplement sales are surging. According to the Vitamin Shoppe’s recent “Health and Wellness Trend Report,” the COVID-19 pandemic compelled 59% of Americans to take a more proactive approach to their health—specifically, diet, exercise, and sleep—when compared to pre-pandemic times. This, in turn, has sparked an ongoing surge in nutritional supplement sales. The report highlighted five key areas of supplement sales growth. Let’s zero in on three.
1. ENERGY DRINKS
Fueled by celebrity and influencer endorsements, branding and flavor innovations, and marketplace trends, caffeinated energy drinks have skyrocketed in popularity in recent years, and that trend is continuing strongly into 2023. Energy and sports drinks grew 12.6% for the year ending March 2023 to a total market size of $12 billion. The report mentions Logan Paul and KSI (PRIME), four-time Classic Physique Mr. Olympia Chris Bumstead (BUM Energy), and musician Jack Harlow (PHOCUS) as examples of celebrities who’ve generated excitement and brought new consumers to the energy drink category.
Related: Caffeine and Exercise: Ultimate Workout Supplement?
2. HYDRATION
The growth in this category has been phenomenal! It expanded another 68% over the 12 months ending in March 2023, after a truly amazing 168% growth spurt the previous 12 months. So, what exactly is the hydration category? It’s not just good ol’ bottled water. It’s branded, flavor-infused, functional hydration products with electrolytes and other additives. (The line between energy and hydration sometimes blurs.) It includes ready-to-drink liquids in bottles and cans, as well as powders, tablets, and stick packs.
Related: Should You Drink Electrolytes Before a Workout?
3. CREATINE
More amazing growth was generated by creatine, which was up a whopping 120% year-over-year. The bodybuilding supplement has always been a strong seller, but what changed over the past year? The “Health and Wellness Trend Report” explained:
“Beyond bodybuilders and gym rats, creatine supplements are attracting more women, older demographics, and even vegans (who don’t typically consume creatine-rich foods), as research has shown it can support a host of benefits, from healthy aging and combating muscle loss in older individuals to supporting brain function and memory. Some of the most-viewed creatine content on TikTok recently is from women, many of whom tout the supplement’s benefits for maintaining bone and muscle health when combined with resistance training, during and after menopause.”
Related: Best Supplements for Muscle Gain
The other two fast-growing supplement trends are magnesium (as a sleep aid and other benefits) and the “fit lifestyle” category, which includes things like supergreens, nootropics, stress support, and multivitamins. You can read the “2023 Health and Wellness Trend Report” here.
