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Dietary Supplement Market Trends 2021

Last updated: January-30,2023

Dietary Supplement Industry Trends 2021

In 2020, the global dietary supplement market was valued at USD 140.3 billion.[i] [ii] Increasing awareness around personal health, hectic lifestyles and work schedules, and consumers inability to fulfill the daily nutritional requirement, rising disposable income, and growing urbanization are just some of the drivers that are expected to fuel the growth of the dietary supplement industry in the future.

This blog sheds some light on the dietary supplement industry trends we expect will reign supreme through the remainder of 2021. Knowing what the trending health supplements and categories are will help you decide the next dietary supplement you should bring to the market.

The supplements market to reach USD 272.4 billion in value by 2028. Got to our latest blog “Emerging Supplements Trends in 2022-23 Every Manufacturer Must Know!” to learn what ingredients, flavors and trends will drive this growth.

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What Are the Latest Dietary Supplement Market Trends?

Here are the trending health supplement categories thus far in 2021-

Immunity-Boosting Supplements

The increasing elderly population is the primary driving factor contributing to the growth of immune health supplements in the market. Immunity-boosting supplements consist of vitamins, minerals, medicinal herbs, medicinal mushrooms, and zinc.

While vitamins dominate the category, herbal extracts are estimated to be the fastest-growing ingredients. Capsules are the most preferred delivery formats offered by almost 90% of brand owners. More effective formats, such as the combined formula for minerals and vitamins and delay-release formula for probiotics, are rising.[iii] [iv] [v] [vi]

Collagen Supplements

The global collagen supplement market size is estimated to reach USD 795 million by 2025 at a CAGR of 5.8%.[vii] Besides supporting hydrated and elastic skin, collagen supplements are likely to offer many benefits by promoting the production of other proteins, including elastin and fibrillin. Collagen supplement benefits encompass a wide range, as they may help:

  • Strengthen hair and nail [viii]
  • Support cardiovascular health [ix]
  • Promote muscle mass [x]
  • Promote healthy bones and joints
  • Slow skin aging [xi] and enhance skin health [xii] [xiii]

Collagen supplements are available in various forms, including powder, drinks and shots, capsules, and other forms.[xiv] Marine collagen is gaining popularity however, animal-based collagen still dominates the market.

Vitamin & Mineral Supplements

Vitamin & mineral supplements fortify your micronutrient intake and help bridge your body’s nutrition gap by helping promoting immunity, supporting bone health, supporting wound healing, and playing a vital role in building and repairing DNA, among various other functions.[xv] [xvi] [xvii]

Immunity-boosting mineral and vitamin supplements are becoming popular due to their role in supporting physical and mental health. On the other hand, vitamins supporting beauty and skincare are trending for their potential in helping delay the signs of aging.

Demand for organic vitamin and mineral supplements is on the rise, preferably those with a convenient and enjoyable delivery format other than pills.[xviii] [xix] Consumers increasingly prefer trusted brands that promise result-oriented benefits and steer clear of any misleading or false claims.

Vitamin C Supplements

Vitamin C supplements are trending because they’ve been shown to promote a strong immune system. Vitamin C supplement benefits include assistance in:

Vitamin D Supplements

Vitamin D supplements top the list of trending nutrients due to their diverse role in performing a wide range of functions. Vitamin D supplements may benefit the body by promoting healthy:

  • Bones and joints
  • Oral health
  • Blood pressure (within a normal range)
  • Support healthy testosterone levels in men

Though the body receives this vitamin from the sun, regional limitations to sunlight and concerns regarding ultraviolet (UV) rays exposure result in many consumers choosing vitamin D supplements.

Sports Nutrition and Bodybuilding Supplements

Another trending category is sports nutrition and bodybuilding supplements. Sports nutrition supplements help fulfill the nutritional requirement to hydrate and fuel the body for improved athletic performance.

Benefits of bodybuilding supplements may include:

  • Reduced likelihood of injury
  • Improved endurance and performance
  • Delayed onset of fatigue
  • Enhanced recovery
  • Healthy immune system
  • Improved ability to focus
  • Enhanced body composition

Besides an increasing demand for green superfoods and plant-based proteins, post-workout supplements are trending due to their role in enhancing recovery. [xxv] [xxvi] [xxvii]

There’s a growing demand for pre-workout supplements as they are likely to increase strength, focus, and control during the workout.

Sleep, Stress Support, and Cognitive Health Supplements

Changing lifestyles and hectic work schedules have led to increased demand for cognitive health (and stress) support and sleep support supplements in the market. While the global cognitive health supplement market is estimated to grow at a CAGR of 8% by 2028 [xxviii], the global stress and sleep support supplement market is expected to grow at a CAGR of 2.3% by 2030 [xxix].

Herbal products containing ashwagandha, curcumin, lion’s mane, ginkgo biloba, echinacea, and more are gaining popularity among consumers. 

Vegan-friendly Supplements

Vegan supplements contain plant-based versions of popular animal-based supplements that help people bridge the nutritional gap.[xxx] Vegan supplements with optimized ingredient profiles such as a vegan version of iron supplement, B12 supplement, vitamin D, and protein supplements are trending. While capsules are well known for their dosage administration benefits, powders offer economy and ease of production and are in demand among consumers and manufacturers. There’s a surge in demand for botanical ingredients, too.

Dietary Supplement Market Trends

The global dietary supplement market size is estimated to grow at a CAGR of 8.6% between 2021 to 2028.

New product categories such as mushroom coffee and Irish moss, flavor combinations such as strawberry-hibiscus, apricots with rose or coconut, unique proprietary flavors, seasonal flavors, and other trending combinations are gaining popularity among consumers.[xxxi] In addition, the demand for natural sweeteners in supplements has been gaining momentum as a healthy alternative to sugar.

Capsules and powders are the trending supplement delivery formats. Eco-friendly pouches are in vogue as sustainable alternatives to plastic and non-recyclable bottles.[xxxii] At the same time, PET bottles and canisters continue to be the most preferred packaging options due to weight, economy, non-fragility, and higher functionality over glass bottles.

Wrapping Up

The current supplement industry trends point toward a brighter future for supplement brand owners. With 120+ years of contract supplement manufacturing experience and world-class turnkey services, we can help you make a unique and trending supplement. To know more about our services, call us at 855-492-7388 or send us your request to receive a free nutraceutical manufacturing quote.


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

[ii] https://www.grandviewresearch.com/press-release/global-dietary-supplements-market

[iii] https://www.researchandmarkets.com/reports/5118924/immune-health-supplements-market-global-outlook

[iv] https://www.researchnester.com/reports/immune-health-supplements-market/1273

[v] https://fullscript.com/blog/2021-supplement-trends

[vi] https://www.sheknows.com/health-and-wellness/articles/2381075/supplement-trends-2021/

[vii] https://www.marketsandmarkets.com/Market-Reports/collagen-peptide-market-248590980.html

[viii] https://pubmed.ncbi.nlm.nih.gov/28786550/

[ix] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5429168/

[x] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4594048/

[xi] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4206255/

[xii] https://www.researchgate.net/publication/259628887_Oral_Intake_of_Specific_Bioactive_Collagen_Peptides_Reduces_Skin_Wrinkles_and_Increases_Dermal_Matrix_Synthesis

[xiii] https://www.healthline.com/nutrition/collagen-benefits

[xiv] https://www.mordorintelligence.com/industry-reports/collagen-supplements-market

[xv] https://www.healthlinkbc.ca/health-topics/ud3713

[xvi] https://www.webmd.com/food-recipes/features/vitamins-fact-from-fiction

[xvii] https://www.helpguide.org/harvard/vitamins-and-minerals.htm

[xviii] https://www.prnewswire.com/news-releases/vitamins-and-mineral-supplement-global-market-report-2020-30-covid-19-implications-and-growth-301096914.html

[xix] https://www.healthline.com/nutrition/vitamin-supplement-trends

[xx] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5707683/

[xxi] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4562654/

[xxii] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5622720/

[xxiii] https://www.everydayhealth.com/diet-nutrition/scientific-health-benefits-of-vitamin-c/

[xxiv] hhttps://www.hsph.harvard.edu/nutritionsource/iron/

[xxv] https://www.grandviewresearch.com/industry-analysis/sports-nutrition-market

[xxvi] https://www.nutrasciencelabs.com/blog/bodybuilding-supplement-industry-opportunities-and-trends

[xxvii] https://www.nutraingredients-latam.com/Article/2019/10/14/Sports-Nutrition-key-trends-for-2020

[xxviii] https://www.grandviewresearch.com/industry-analysis/brain-health-supplements-market

[xxix] https://www.goldsteinresearch.com/report/stress-relief-supplements-market-anxiety-management

[xxx] https://explodingtopics.com/blog/supplement-trends

[xxxi] https://www.nutraceuticalsworld.com/issues/2020-07-01/view_features/top-flavor-trends-shaping-nutrition-products/

[xxxii] https://impacx.io/blog/different-types-of-vitamin-packaging/

July 22nd, 2021

About the Author:

Gene Bruno

Gene Bruno, MS, MHS, RH(AHG) - Mr. Bruno possesses over 43 years of dietary supplement industry experience. With a Master's degree in nutrition and a second Master's degree in herbal medicine, he has a proven track record of formulating innovative, evidence-based dietary supplements. Mr. Bruno currently serves as both the Senior Director of Product Innovation at Twinlab Corporation and Professor of Nutraceutical Science at Huntington University of Health Sciences.