Which nutritional supplements are surging in popularity? The Vitamin Shoppe’s annual Health & Wellness Trend Report reveals the hot trends in the supplement industry. You can read the full study here. Let’s check out the highlights. Here’s what’s supp?
PROTEIN
Protein supplement sales were up 15% year over year. Within that category, ready-to-drink protein beverages were up 10%. According to the survey’s authors, the rise in weight-loss drugs like Ozempic was, in part, responsible for the surge in such nutritional supplements as well as meal replacement products, which had a 13% rise in sales over the year. Weight-loss drugs typically shed muscle as well as fat, so users are encouraged to lift weights and consume more protein to guard against losing “good” weight with the “bad.”
LONGEVITY
The hottest category is formulas that purport to boost longevity and healthy aging, including those focused on cognitive health, cellular health, and mobility. Of those, cognitive helpers are the largest sales driver, while cellular boosters saw the biggest sales gains in 2023: over 45% from the previous year. We have to warn you that this whole category, which can feature pricey supps, is prone to exaggerated or unsubstantiated claims. Prolonged healthy aging is certainly something everyone can support, so we look forward to more research results. One intriguing supplement that may benefit both cell health and bodybuilding is the metabolic compound Urolithin A. It’s promising, but we await more studies of its efficacy. Will it be on a future list of the hottest supps?
DIGESTIVE HEALTH
Probiotics and other supplements focused on gut health saw a 9% rate of growth year over year. “Your gut is like the command center of your body; there’s so much more to it than just digestion. Your gut plays a starring role in practically every aspect of your health and well-being,” explains Maya Shetreat, M.D. “Gut bacteria, collectively known as the gut microbiome, play a crucial role in digestion, nutrient absorption, and even immune function. Probiotics have been found to help restore the balance of beneficial bacteria in the gut, improve digestion, enhance immunity, and even boost your mood.”
FUNCTIONAL BEVERAGES
The popularity of the same ol’ energy drinks may have peaked. Consumers increasingly want their beverages to not just hydrate and/or energize but to enhance wellness goals with a range of vitamins, adaptogens, nootropics, and botanicals. Sales of the functional beverage category surged 20% over the 12-month period surveyed. Searches for the amino acid L-theanine, which may boost cognitive functions and is one of the most popular ingredients in such drinks, were up 25%, according to the report.
