In recent years, the supplement industry has seen rapid growth, with new product branches continually emerging. Seizing industry trends and positioning yourself ahead of the curve has become a winning strategy for many newcomers and brands in the industry. However, with the rapid development of the supplement industry, accurately recognizing industry trends and identifying the right specific products from the numerous industry branches is not an easy task.
Here at Reiheychem, as an upstream participant in the industry, we aim to provide insights and suggestions to numerous clients and industry stakeholders. In selecting the final 5 categories, our research approach primarily involves leveraging data results from mainstream industry data analysis firms, examining sales data from online searches, and reviewing the latest breakthroughs in industry research. By conducting this comprehensive analysis, we boldly predict which specific products are likely to become dark horses and stand out in the industry in the latter half of 2024.
Bone and joint healthcare have been a leader in the supplement space in terms of goods type, number of branded parties, and overall volume. According to the US business consulting company Grand View Research data shows, that the US bone and joint healthy supplement market reached $445.7 million in 2022. It is expected that from 2023 to 2030, this industry will grow by 7.5%. Clearly, in 2022, the U.S. bone and joint product category will continue to keep a positive growth trend. In this category, we believe that vitamin k2 and cucumber extract are expected to become a new growth point.
1. Vitamin K2
For bone health, calcium and vitamin D are key nutritional supplements, and they hold this category important place in the market. However, because nearly every supplement brand offers calcium and vitamin D products, so they may have a hard time helping you attract consumers. So, what nutritional supplements can help your bone health products stand out among the crowd? We suggest focusing on vitamin K2 products in your offerings, such as menaquinone-7 or MK7.
Vitamin K-dependent proteins, like osteocalcin and matrix Gla protein (MGP), are found in our bones. Osteocalcin helps make our bones stronger, while MGP can be found not only in bones but also in cartilage and soft tissue. In a three-year study, 244 healthy postmenopausal women took a daily dose of 180 micrograms of vitamin K2. The results showed that compared to those who took a placebo, vitamin K2 noticeably reduced the decrease in bone mineral content and bone mineral density that comes with aging. Additionally, K2 had a positive impact on bone strength and significantly reduced the loss of vertebral height.
2. Cucumber Extract
If you are a supplement brand owner and your bone and joint health product line does not currently include cucumber extract, you should consider adding it.
Earlier this year, Professor Gene Bruno from Huntington University of Health Sciences made some predictions about the supplement market. After studying data from the "Bone and Joint Health Supplements Market: Current Analysis and Forecast (2022-2028)" report, he pointed out that cucumber extract is expected to become a popular supplement for alleviating bone and joint symptoms in the coming years. While glucosamine and chondroitin have been popular combinations in this category, their popularity is on the decline. Gene Bruno speculates that the reason for this decline is that people don't want to take four pills a day. But, cucumber extract offers the benefits of bone and joint health without the need for such a high daily pill count.
Furthermore, in a small-scale clinical trial involving 122 patients with moderate knee joint problems, researchers conducted a 180-day trial. After dividing the 122 patients into two groups, one group received 2700 milligrams of glucosamine chondroitin (GC) daily, while the other group received 20 milligrams of cucumber extract daily. The results showed that patients using cucumber extract experienced a reduction in pain of about 70%, whereas those using GC experienced a pain reduction of approximately 33%.
So, we suggest adding cucumber extract to your supplement product line. It has the potential to be a popular supplement for relieving bone and joint symptoms.
If you happened to have read my previous article, "Expanding Your Business: A Guide to Choosing the Right Mushroom Extract Product Line," you might already be aware of the immense potential of these products. They have already established a significant presence in the supplement industry.
According to the latest report from the American business consulting company, Grand View Research, Inc., the global dietary supplement market was valued at $163.986 billion in 2022. Furthermore, they predict that by 2030, this figure will reach a staggering $327.4 billion. While part of this growth comes from mature supplement categories like multivitamins, vitamin D, and whey protein powder, a significant portion of it will stem from a brand-new product category—mushroom extracts.
Today, mushrooms are gaining increasing popularity in the United States due to their outstanding health benefits. While consumers can use these mushrooms directly in cooking, products containing mushroom extracts have become more and more popular with consumers in recent years. According to data from the Indian market research company Evolve Business Intelligence, the global mushroom extract market reached a value of $28.3 billion in 2022. Mushroom extract capsules, gummies, and coffee powder products are highly favored by consumers. Mushroom coffee, in particular, has seen a 506% increase in search volume over the past five years.
Mushroom coffee is made by grinding fungi like lion's mane, cordyceps, and chaga into a powder extract, which is then blended with regular instant coffee. Its flavor is somewhat similar to regular coffee, but it is appreciated for its lower caffeine content. According to an interview with the leading mushroom coffee brand Four Sigmatic by CNBC Make It, they generate "eight-figure" annual revenue. Doesn't that number make you very excited?
With the growing awareness of health and improving living standards, consumers are becoming more and more interested in preventing early aging. The beauty supplement market is growing at a fast pace. According to data from the market research and consulting company Verified, the beauty supplements global market reached $2.78 billion in 2022, and it is projected to soar to $3.98 billion by 2030.
Searches for collagen in beauty supplements have been steadily increasing in recent years. Based on the number of searches for collagen on Google in the last few years, it can be seen that a growth of up to 104% over five years. Among them, collagen powder form is the most popular supplement type. It is often mixed with water and various types of juices to create a variety of flavors in the market.
Through the Google search report, we have also found that consumer demand for niche collagen products has clearly increased. For instance, fish collagen (also known as "marine collagen").
Fish collagen is collagen extracted from fish, making it an alternative to traditional collagen for people who don't eat meat. And, studies have shown that supplementing with fish collagen has similar effects as bovine collagen. So, for those following a vegetarian diet, fish collagen is also an effective alternative to bovine collagen.
Eye health supplements are relatively new to this industry compared to other categories, which provides us with more chances to expand.
Grand View Research market analysts say the increasing use of digital screens and the surge in virtual meetings as the key drivers of the eye health market during the COVID-19 pandemic. Consumers are more and more looking for effective natural health products to reduce eye stress and promote eye health. According to data from Market Research Future, the eye health supplement market was valued at $1.2 billion in 2022. Don't look down on this market share; as the industry grows, even brands that hold a small portion of the market share can achieve business success. For brands looking to develop new product lines, here are some potential ingredients for eye health:
As of the first half of 2023, lutein and zeaxanthin used in eye health supplements have already held an important market share of 46.3% in sides of revenue. Not only are consumers more and more recognizing the role of these two supplements in preventing and treating various eye questions, but eye doctors also highly recommend these products. This has led to high growth in this segment of the market, making it a highly competitive space.
If you're a brand selling eye health supplements, I believe your product line likely includes these two products. However, precisely because the market for them is highly competitive, it can be challenging to stand out. You might want to consider focusing some of your efforts on another product—bilberry extract.
While bilberry extract may not be as well-known as lutein and zeaxanthin in the realm of eye health supplements, consumer demand for it has been steadily increasing in recent years. Moreover, research conducted by researchers from the Hong Kong Polytechnic University published in the journal "Frontiers in Nutrition" suggests that taking a combination supplement of bilberry and fish oil for three months can improve severe dry eye syndrome in both young and middle-aged individuals. This might be a tip for your portfolio of eye health supplements.
Since the outbreak of the COVID-19 pandemic, there has been a growing demand for dietary supplements that reduce stress and improve sleep. In 2021, many businesses were skeptical about whether this was just a fleeting trend. However, after two years of development, it's clear that the popularity of sleep supplements is not merely a short-lived trend. This category not only continues to develop but also accelerated in growth in 2022, showing no signs of slowing down. Over the next few years, the sales of sleep supplements are expected to keep rising. So, as a supplement brand owner, where are our chances？
Based on what I've read in many research reports and our years of experience at Reiheychem in the supplement industry. We believe Elderberry and CBD are a new breakthrough. While melatonin has been a popular supplement in this category for years, consumers are also looking for new sleep products like Elderberry and CBD. These two have been studied and used for a long time due to their many health benefits, such as boosting the immune system, reducing pain, improving sleep, and lowering anxiety. Moreover, these supplements have performed well in the market. In 2022, Elderberry sales in the sleep supplement category increased by nearly 1400%, and CBD sales grew by 31%, surpassing 4 million dollars. In 2023, we should also take advantage of this growth trend and explore new chances for our sleep supplements product line.
We've also conducted market research on the forms of sleep supplements. According to the retail analysis company ClearCut, the current distribution of sleep support supplement forms on Amazon is as follows:
| Forms | Market Share | Growth rate |
|---|---|---|
| Gummies | 29% | 66% |
| Chewable tablets | 4% | 64% |
| Tablets | 28% | 53% |
| Capsules | 23% | 44% |
| Liquid | 7% | 51% |
From the results of this survey, it is clear that gummies have the largest market share in the sleep support category and are the fastest growing. Chewable tablets are another popular form that has a relatively small market share but is growing at a similar rate to gummy. These two forms of supplements may be key points in our efforts to cater to consumer preferences.
How can supplement brand owners use this information?
As the supplement market grows in 2023, we are all very aware of the consumer's desire for high-quality and natural supplements. As supplement brand owners, what can you do with the information in the above article?
● New Product Development
Based on the 5 major supplement category trends noted above, you can improve your existing products and include these findings in your product line as a way to meet market demand.
● Providing Transparent, High-Quality Products
As supplement companies, you should focus on the quality and transparency of your brand as a top priority. As an important aspect of your brand, your product labeling should accurately and clearly explain the ingredients, contents, and allergens, and meet FDA guidelines. This requires you to work with an experienced supplement manufacturer in order to provide the best possible product to consumers.
