woman taking supplement

Global Supplement Update

Supplements are becoming an integral part of healthy living for consumers globally. As health concerns expand to include mental wellness and new preferences emerge such as sustainably-produced products, brands have to respond quickly to address these new needs. 

This Global Supplement Update will help marketers and product developers in the supplement industry understand global and regional market sizes and future growth, generational drivers, and the claims, formats, and flavors that resonate with today’s supplement consumers.

Global Supplement Market Overview

The $131 billion global supplement market is expected to grow at a CAGR of 5.6% from 2022 to 2026, with Asia Pacific (ASPAC) maintaining the largest share.1 Nearly two-thirds of supplement users are maintaining their usage compared to the prior year, while one-fifth are increasing their intake.2 

Immune health is the top health claim for new supplement launches at 36%, followed by brain-mood health (26%) and energy/stamina (24%).3 The top supplement flavors in recent launches are orange, strawberry, lemon, red raspberry, and berry, while the fastest-growing are passion fruit and grapefruit.4

Consumers today are reaching for supplements to support both physical and mental health needs. According to Innova research, 25% of consumers have taken supplements to improve their physical health, while 22% have done so to boost mental or emotional wellbeing.5

Gen Z is especially interested in mental wellbeing.6 Another generational difference showing up in supplements is younger consumers’ preference for gummies, with 43.4% of Gen Z and 30.9% of Millennials favoring that format, compared with 24.5% of Gen X and 18.9% of Boomers.7

The US Supplement Market

The $35.7 billion US supplement market (with a forecast CAGR of 2.7% from 2022 to 2026),8 is also seeing its new product development driven by immune health, brain-mood health, and energy/stamina products.9 Despite the growing interest in these benefits, the most consumed supplements among US adults continue to be multivitamins (58%), vitamin D (31%), vitamin C (28%), protein (21%), vitamin B (20%), and calcium (20%).10

Top 5 Positionings for Supplement Launches in North America

Health Claim% of Supplement Launches (April 2022 - March 2023)
Immune Health37.9%
Brain-Mood Health33.7%
Energy/Stamina 20.9%
Digestive/Liver Health20.2%
Heart Health19.9%
Source: Innova Market Insights, North America Supplements 2023

While tablets and capsules are the most popular supplement format, most US consumers say they prefer gummies, according to research by Nutrition Business Journal.11 Orange and strawberry are the top flavors for new supplement launches in North America (and globally), followed by red raspberry, berry, and lemon.12,13

The majority of US adults take supplements, including 61% of 18-34-year-olds, 74% of 35-54-year-olds, and 81% of those 55 and over.14 However, usage drivers differ with age. For Gen Z and Millennials, stress and mood are the top two drivers, while weight is the main concern for Gen X and Boomers.15 

Younger consumers are also more likely to have dietary preferences that influence their supplement purchases. For example, 35% of 18-24-year-olds look for supplements with organic ingredients, while gluten-free and vegan claims are growing steadily.16

bottle of supplements

The EMEA Supplement Market

The fastest-growing region for supplements right now is the Europe, Middle East, and Africa (EMEA) market. With $10.7 billion in sales annually, the EMEA supplement market is estimated to grow at a 7.5% CAGR between 2022 and 2026.17 

Europe is also home to the world’s largest supplement and nutraceutical show, Vitafoods Europe, which showcased ingredients for mental wellness, microbiome, healthy aging, and beauty-from-within this year, with an emphasis on sustainable solutions.

Among recent supplement launches in Europe, the top positionings are immune health (38%), brain-mood health (30%), energy/stamina (28%), bone health (21%), and skin health (20%), with all of these claims growing in the past three years.18 Other claims on the rise include heart, joint, lung, and oral health, as well as insomnia.19

Capsules (38%) and tablets (26%) are the top formats for new supplements in Europe, followed by powders (13%) and liquids (11%), although gummies have been growing and now account for 5%.20 For flavors, orange is the most featured in recent launches across all five leading European countries, with lemon, strawberry, red raspberry, and fruit also popular.21

Emerging Supplement Flavors in Europe

CountryFlavors
UKBerry, blackcurrant, blueberry
GermanyVanilla, peach, cherry
NetherlandsCherry, berry, mango
FranceBlackcurrant, cherry, peach
PolandPineapple, berry, cherry
Source: Innova Market Insights, Supplements in Europe, 2022

Spotlight on Germany: Older Consumers to Drive Demand

older lady holding supplement bottle

Germany is the second largest supplement market in EMEA,22 with 60% of consumers taking supplements.23 Since German supplement users aged 55 and older are the most likely to take supplements daily due to more complex needs, targeting older consumers through personalization or combining immune health with other benefits represents a key opportunity.24

Immune system is the leading claim in new supplement launches in Germany at 30%, followed by energy (24%), skin, nails, and hair (18%), brain/nervous system (17%), and bone health (16%), with immune system and energy claims up 10 percentage points from four years before.25 

Capsules lead in supplement formats, accounting for nearly half of recent launches,26 while orange, lemon, and red raspberry lead in flavors.27 Looking ahead, sustainability innovations represent another opportunity in the German market, considering that 77% of supplement users say they would choose a product with environmentally friendly packaging over one without.28

Spotlight on the UK: Leading Europe in New Supplement Launches

The UK is the number one country in Europe for new product development in supplements, accounting for 15% of the region’s recent product launches.29 42% of UK consumers take supplements daily, with immune system support as the most common reason for using supplements, followed by bone and joint health.30

UK Supplement Trends to Watch:

  • Plant-based nutrients
  • Fatigue reducing
  • Anti-inflammatory
  • Formulas with fruit concentrates
  • Mood enhancing
  • Cognitive development 

Consumers’ evolving interests are driving innovation, with younger consumers playing a major role. For example, one in five 16-44-year-olds is taking supplements to improve mood or combat stress.31 Sleep support is another need, with 84% of UK supplement users aged 18-24 interested in sleep support supplements (compared with 56% of those aged 65 and older).32 One in three 16-24-year-old supplement users is interested in a wider variety of supplement formats.33

Sustainability claims such as environmentally friendly packaging are also appealing to most UK supplement users.34 While new supplements have mostly relied on traditional flavors (with orange, strawberry, lemon, and red raspberry the top flavors in recent launches), there is also some innovation here, with blackcurrant and blueberry flavors growing.35

The ASPAC Supplement Market

asian man taking supplement

ASPAC is the largest supplement market globally, valued at $53.1 billion, and forecast to grow at a 6.1% CAGR from 2022 to 2026.36 As is the case in North America and EMEA, the leading health claim in new supplement launches is immune health.37 However, key differences emerge at the number two and three spots, with skin health and health/wellness popular in ASPAC new product launches and both claims seeing growth over the past year.38

Top 5 Positionings for Supplement Launches in ASPAC

Health Claim% of Supplement Launches (April 2022-March 2023)
Immune Health28.5%
Skin Health23.8%
Health/Wellness21.3%
Digestive/Liver Health18.5%
Brain-Mood Health17.0%
Source: Innova Market Insights, Asia Pacific Supplements 2023

Orange is the leading flavor in new supplements, followed by strawberry, lemon, mango, and berry.39 For emerging flavor trends, grapefruit, milk chocolate, cherry, and red grape are the ones to watch, with growth in supplements noted in the past year.40 Expanded supplement flavors, along with sustainable ingredients and packaging (which are on the rise in Asia supplement launches)41 are ways to appeal to younger demographics. 

Spotlight on China: Driving Sales and Product Launches for the Region

China is the largest supplement market in the region, accounting for 59% of ASPAC supplement sales.42 It also leads in the number of new product launches, with more than one in five of the region’s new supplements coming out of China.43

Health/wellness is the top claim in new supplement products at 30.3%, ahead of immune health at 20.6%,44 while tablets (20.1%) and capsules (16.4%) are the leading formats, having recently overtaken soft gels (15.0%).45 Non-pill formats also remain popular in China, including powders (9.7%), chews/chewables (8.0%), and liquids (5.0%).46

42% of Chinese consumers consider taking supplements to be quite or very important to staying healthy.47 In looking at generational differences, Innova’s research shows that Millennial and Gen Z consumers are the most likely to have increased their supplement use in the past year (31% of 36-45-year-olds and 28% of 26-35-year-olds).48

What's New in the Gummy Supplement Market

The gummy format provides a candy-like experience that fights pill fatigue and encourages compliance. With sweet, fruity flavors, enjoyable textures, and fun colors and shapes, gummy supplements hold strong appeal (particularly to younger demographics) and are bringing new consumers to the category.

Gummies

North America is the largest market for new gummy supplements, claiming 57% of recent launches, followed by Europe (at 24%), which has been gaining market share.49 Globally, immune health is the top claim for new gummy supplements,50 reflecting the continued immune health trend seen across the supplement industry. Brain-mood health (23%), skin health (21%), energy/stamina (21%), and children (18%) round out the top five claims for new gummy launches.51

North America Gummy Supplement Trends to Watch:

  • 100% organic
  • Stress-relieving blends
  • Ayurveda-inspired
  • Detoxifying herbs
  • Prebiotic and probiotic-infused
  • Weight management 

In terms of flavor, gummies remain fruit-focused. Strawberry is the top flavor for gummies launched in the recent three-year period for all regions except Asia Pacific, where orange flavor is slightly ahead.52 Besides strawberry and orange flavors, red raspberry, berry, and lemon are the most featured flavors in recent gummy launches.53

Emerging Flavors in Gummy Supplements

RegionFlavors
North AmericaLime, passion fruit, watermelon, mango
EuropeCherry, blueberry, mixed berry, peach
Asia Pacific Red apple, mixed berry
Latin AmericaPineapple
Source: Innova Market Insights, Gummy Supplements 2022

Supplement Solutions for Today’s Needs

As the global supplement market continues to grow and innovate, ingredients that are of high quality, effective, and relevant will be essential to successfully meet consumers’ needs. As experts in nutritional and functional ingredients, Glanbia Nutritionals offers a wide range of bioactive ingredients—for immunity, sleep, cognition, heart health, bone health, and more—while our custom premix solutions include optimized nutrients that allow for better performance in supplement applications, ready-to-use premix formulas for immunity, electrolytes, stress and more, as well as the ability to create your own custom supplement premix. 

Contact us to learn how we can support your next product.


References

1. Euromonitor, Vitamins and Dietary Supplements – 2022 Market Sizes, March 2023. 2. Innova Health & Nutrition Survey 2022. 3. Innova Market Insights, Mood Health, February 2023. 4. Innova Market Insights, Global Supplements 2023. Data 2017-2022. 5. Innova Lifestyle & Attitudes Survey 2022. 6. Innova Market Insights, Holistic Health, 2022. 7. Nutrition Business Journal, Delivery Format Special Report, 2022. 8. Euromonitor, Vitamins and Dietary Supplements – 2022 Market Sizes, March 2023. 9. Innova Market Insights, North America Supplements 2023. 10.  Markets and Markets, Dietary Supplements Market 2022. 11. Nutrition Business Journal, State of the Supplement Industry, Expo West 2022. 12. Innova Market Insights, North America Supplements 2023. Data April 2022-March 2023. 13. Innova Market Insights, Global Supplements 2023. Data April 2022-March 2023. 14. Markets and Markets, Dietary Supplements Market 2022. 15. Nutrition Business Journal, State of the Supplement Industry, Expo West 2022. 16. Mintel, A year of innovation in VMS, 2022. 17. Euromonitor, Vitamins and Dietary Supplements – 2022 Market Sizes, March 2023. 18-19. Innova Market Insights, Supplements in Europe, 2022. Data April 2021-March 2022. 20. Mintel, A year of innovation in VMS, 2021. Data April 2020-March 2021. 21. Innova Market Insights, Supplements in Europe, 2022. Data April 2019-March 2022. 22. Euromonitor, Vitamins and Dietary Supplements – 2022 Market Sizes, March 2023. 23-24. Mintel, Vitamins & Supplements – Germany – 2022. 25-26. Mintel, Vitamins & Supplements – Germany – 2022. Data 2021. 27. Innova Market Insights, Supplements in Europe, 2022. Data April 2019-March 2022. 28. Mintel, Vitamins & Supplements – Germany – 2022. 29. Innova Market Insights, Supplements in Europe, 2022. Data April 2021-March 2022. 30. Mintel, Vitamins and Supplements – UK – 2021. 31. Mintel, A year of innovation in VMS, 2021.  32. Kantar Profiles/Mintel, August 2022. 33. Mintel, A year of innovation in VMS, 2021. 34. Mintel, A year of innovation in VMS, 2022. 35. Innova Market Insights, Supplements in Europe, 2022. Data April 2019-March 2022. 36. Euromonitor, Vitamins and Dietary Supplements – 2022 Market Sizes, March 2023. 37-40. Innova Market Insights, Asia Pacific Supplements 2023 41. Mintel, A year of innovation in VMS, 2022, GNPD. 42. Euromonitor Vitamins and Dietary Supplements – 2022 Market Sizes, March 2023. 43. Innova Market Insights, Asia Pacific Supplements 2023. 44. Innova Market Insights, Supplements in China, 2021. Data 2021. 45-46. Innova Market Insights, Supplements in China, 2021, Data 2020. 47-48. Innova Market Insights, Supplements in China, 2021. 49-51. Innova Market Insights, Gummy Supplements 2022. Data July 2021-June 2022. 52-53. Innova Market Insights, Gummy Supplements 2022. Data July 2019-June 2022.

Take our poll

Enter your email on the next step to receive the articles as soon as they go live.

Hello! It looks like you’re using Internet Explorer. Microsoft is phasing out this browser, so we are no longer supporting it and some parts of the page may not look right. To enjoy the full experience, we recommend you use one of these browsers: Edge, Chrome, Firefox or Brave.