The dietary supplement market is expanding quickly thanks to elevated consumer demand. Valued at $360.2 billion in 2022, the global market is expected to reach a valuation of $688.9 billion by 2032 (1). Looking ahead over the next 12 months, that consumer interest will drive explosive growth for a number of supplement product categories. Here are the categories we believe represent the fastest-growing segments, and that brands should be aware of:

• Collagen Supplements
• Pet Supplements 
• Sports Nutrition Supplements 
• Vitamin D Supplements 
• Herbal Supplements 
• Nootropics Supplements 
• Beauty From Within Supplements 
• Pre-, Pro- & Post-biotics 
• Women’s Health Supplements 
• Green Foods Supplements 
• GLP-1 Support Supplements for Weight Loss/Metabolic Health 
• Organic & Plant-based Supplements 
• Immune Health Supplements 

Let’s take a deeper dive into a few of these categories.

Collagen Supplements

Collagen is growing in popularity as a result of the aging population. When you grow older, the levels of collagen in your body decline, leading to an increase in fine lines and wrinkles, and reduced skin elasticity. Lower collagen levels can also negatively impact joint health. 

Collagen supplements can help people to combat these issues. They are available in various forms, including bovine (cattle), porcine (pigs), chicken sternal cartilage, and marine (fish), There are even “vegan” collagen” supplements available, though in reality plants don’t contain collagen. Supplement brand owners need to know about these different types of collagens, and the advantages of the various delivery formats available. 

Collagen starts showing effectiveness with a 1g to 2.5g dose. A 1g dose requires a two-capsule serving, and a 2.5g dose requires four capsules. Liquid collagen has advantages, but stability becomes an issue, while powders are one of the most popular due to their ability to be mixed with beverages, including water, juice, coffee, etc.

Sports Nutrition Supplements

There are a number of nutraceuticals that have good science for sports performance and fitness that are growing in interest:

• Black ginger extract used to help cardiorespiratory fitness and physical performance (2).
• Creatine monohydrate to enhance post-exercise recovery, injury prevention, and thermoregulation (3).
• Whey protein to increase lean body mass, strength, and muscle hypertrophy (4).

Vitamin D Supplements

Nearly 30% of the U.S. population is deficient in vitamin D, and another 41% have insufficient levels according to a report in the journal Nutrients (5). This can negatively affect heart health, bone health, liver health, and other areas of the body. Most vitamin D sold to consumers is vitamin D3, and there are two primary forms of vitamin D available for use in dietary supplements: cholecalciferol (vitamin D3) and ergocalciferol (vitamin D2). Cholecalciferol is the preferred form as it is more active than ergocalciferol. It can be used in an oil or powder and is available in synthetic form or as a natural vegan extracted from reindeer lichen.

Herbal Supplements

Herbal supplements offer a range of health and wellness benefits, and demand for these nutraceuticals is rising, especially in emerging economies where consumers have more discretionary income to spend on health and wellness. The herbal supplement market includes echinacea, moringa, flaxseeds, turmeric, ginger, and ginseng. Echinacea is currently popular among consumers, following an increase in clinical studies that have shown it to have positive health benefits (6). Research suggests it has a positive effect on immune health, could potentially lower blood sugar levels, reduce feelings of anxiety, has anti-inflammatory properties, and other benefits (7). 

Beauty-From-Within Supplements

This segment comprises skin, hair, nail health, and anti-aging products, and key ingredients include collagen peptides, ceramides, astaxanthin, hyaluronic acid, and various extracts promoting beauty from within. Factors driving growth in this category include consumers’ desire to improve sleep, mental outlook, and supporting their body’s nutritional needs. Focus on women’s health, including graceful aging, is also influencing the category. 

Pre-, Pro-, and Post-biotics

Consumers are increasingly recognizing the importance of maintaining a healthy balance of gut bacteria, which is fueling demand for prebiotics, probiotics, and postbiotics. The global markets for these supplements are experiencing significant growth, with prebiotics, probiotics, and postbiotics each contributing to the expansion of this category as consumers seek more personalized and effective solutions for digestive health and beyond.

GLP-1 Support Supplements

This is a new category, so there is no data available on market growth, but its use to support weight loss and metabolic health makes it a highly sought after supplement among consumers. It is used to help regulate blood sugar, appetite, and digestion, and research shows that certain nutraceutical types may help promote GLP-1, including:

• Berberine
• Curcumin
• Cinnamon
• Flavonoids
• Resveratrol

Outside of product categories, another market driver in 2025 and beyond will be the move to increased personalized solutions. Consumers will be looking beyond one-size-fit-all solutions to individualized strategies for supplement solutions that support their health and well-being.

Conclusion

Whether you are a newcomer to the industry or aiming to diversify your product range, it’s important to be familiar with the trends that are shaping the industry. This article covers many of the product categories that will drive industry growth in the year ahead. To learn more, we invite you to read our full 2025 Trends Forecast.

References

1. Nutritional Supplements Market. The Brainy Insights. Accessed March 7, 2024 from https://www.thebrainyinsights.com/report/nutritional-supplements-market-13585. 
2. Wattanathorn J, Tong-Un T, Thukham-Mee W, Weerapreeyakul N. A Functional Drink Containing Kaempferia parviflora Extract Increases Cardiorespiratory Fitness and Physical Flexibility in Adult Volunteers. Foods. 2023;12(18):3411. 
3. Kreider RB, Kalman DS, Antonio J, et al. International Society of Sports Nutrition position stand: safety and efficacy of creatine supplementation in exercise, sport, and medicine. JISSN. 2017;14:18.
4. Cribb PJ, Williams AD, Stathis CG, et al. Effects of whey isolate, creatine, and resistance training on muscle hypertrophy. Med Sci Sports Exerc 2007;39:298-307. 
5. Reider CA, Chung RY, Devarshi PP, Grant RW, Hazels Mitmesser S. Inadequacy of Immune Health Nutrients: Intakes in US Adults, the 2005-2016 NHANES. Nutrients. 2020 Jun 10;12(6):1735. 
6. Herbal Supplements Market Research Report by Source, by Form, by Distribution Channel and By Region – Market Forecast Till 2032. Market Research Future. Retrieved June 28, 2024 from https://www.marketresearchfuture.com/reports/herbal-supplements-market-3231. 
7. Wegrzyn K. Echinacea: benefits, uses, side effects, and dosage [Internet]. Healthline; 2023 Retrieved Oct 10, 2024 from: https://www.healthline.com/nutrition/echinacea