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Dietary Supplement Categories Trending in 2023

Last updated: January-30,2023

Dietary Supplement Categories Trending in 2023

With topsoil erosion, soil quality, and nutritional content dropping to unprecedented levels, our daily food diet does not fulfill the body’s needs. Foods, pesticides, environmental pollutants, and depleting organic matter in the soil are some of the reasons you ought to consider nutraceuticals.

According to a report, the size of the global nutraceutical market was $454 billion in 2021. It is projected to increase at a CAGR of 9% between 2021 and 2030. In the U.S., the value of the nutraceutical market was nearly $112 billion in 2021 and is expected to grow at a CAGR of 7.5% by 2023.[i]

Despite the current climate and economic challenges facing consumers and businesses, this industry data should encourage you to proceed with your plans to start or expand your supplement line in the upcoming year.

Next, you need to decide where to focus your efforts. The last thing you want to do is spend your time, money, and effort developing a product no one will notice or purchase. Questions you will want to honestly answer include - what health and wellness concerns are today’s consumers looking to solve? Are there specific ingredients they are looking for that you can include in your formulation?

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The reason why you’re reading this article is that you likely do not know where to begin. Lucky for you, our Vice President of Scientific and Regulatory Affairs, Gene Bruno, MS, MHS, RH(AHG), recently penned an article for WholeFoods Magazine that highlighted three dietary supplement categories that have the potential to trend in 2023.[ii]

The following blog post recaps what he shared:

Bone and Joint Health Products

With a 34.2% rise in the population aged 65 years and above, the demand for bone and joint health products is increasing. Bone and joint supplements today are primarily formulated with tried-and-true ingredients like glucosamine, chondroitin, and collagen. Therefore, Bruno encourages brand owners to consider including clinically studied ingredients in their products that have the potential to excite consumers:

  • Vitamin K2 – Our bones have Osteocalcin and matrix Gla proteins (MGP) that depend on vitamin K. While Osteocalcin mineralizes the bones, MGP is found in bone, soft tissue, and cartilage. Thus, vitamin K2 decreases age-related decline in bone mineral content and density.

  • Cucumber extract – The new cucumber-based extract (Q-Actin) is highly effective in reducing pain related to moderate knee osteoarthritis. It also improves the physical function of the bones and joints and is more effective than the glucosamine-chondroitin (GC) combination.

Eye Health Products

Fueled by our growing dependence on devices like smartphones, computer screens, and tablets, the global eye health supplements market is set to grow at a 6.25% CAGR between 2022 and 2027. With a projected CAGR like this, brand owners would be wise to consider adding an eye health supplement to their product line in the upcoming year.

While Lutein-based supplements are already commonplace, consider other carotenoids such as capsanthin, cryptoxanthin, and zeaxanthin. In the right combination, they have been shown in studies to provide significant protection from extended blue and white light exposure.

Hydration Products

Experts project that the value of the hydration category will increase by $231 million by 2025. Multiple transportable carbohydrates can make your brand and product stand out from others.

  • Multiple transportable carbohydrates are a mix of glucose or maltodextrin and fructose in a ratio of 2:1. The combination delivers a 65% higher exogenous carbohydrate oxidation rate during exercise, leading to increased energy and endurance, fluid delivery, and oxidation efficiency, which means better hydration.

Wrapping Up

When it comes to future trends, there is no guarantee. But the current data suggests that aspiring and current owners of supplement brands would be wise to build their 2023 product innovation and expansion strategies around these three categories of health supplements.

How can NutraScience Labs help?

NutraScience Labs can assist you with formulating and creating your dietary supplement product. Our team possesses over 120 years of nutraceutical industry experience and has provided over 2,300 brands with full-service supplement formulation, contract manufacturing, packaging, label design, and order fulfillment services. We possess the expertise and facilities you need to seamlessly start or expand the footprint of your dietary supplement business.

To get started, call 855-492-7388 to speak with one of our senior account managers, or send us your request to receive a competitive supplement manufacturing price quote.

For more information about the health supplement categories and ingredients Gene believes are poised to break out in 2023, read his recently published article by WholeFoods Magazine.


[i] https://www.grandviewresearch.com/industry-analysis/nutraceuticals-market

[ii] https://wholefoodsmagazine.com/blog/dietary-supplement-categories-trending-in-2023/

November 22nd, 2022

About the Author:

Andrew Goldman

Andrew Goldman is the Vice President of Marketing for NutraScience Labs. In this role, he leverages his 15+ years of B2B inbound marketing experience to develop cutting edge strategies for our firm. A health and fitness enthusiast, Andrew and his team won the 2012 Stevie Award for Marketing Team of the Year. He is also a two-time Best In Biz Silver Award winner for Marketing Executive of the Year and has received other honors and accolades for his website design work.