The Analyst’s Take: Top supplement trends from Expo West 2023

Innovations in women’s health. By Nutrition Business Journal numbers, women’s general health is a $2.44 billion market, with menopause adding an additional $931 million. However, conversations and observations at the show indicate innovation has picked up. We saw many legacy and new companies alike targeting women with innovative formulas across all health conditions, with a large focus on cognition and menopause. This indicates a robust growth forecast in the coming years for women’s health.

Delivery format trends continue. The rise in novel delivery formats and “candyceuticals” continued into the show this year. In 2021, gummies became the largest supplement delivery format with over 70% growth, and that push continues. We've seen gummies launch across companies, categories and conditions, from chlorophyll to magnesium to beauty from within. Gummies are also now the top preferred format among consumers, so it makes sense that companies are innovating to meet this demand.

Mushrooms on the rise. With growth estimated over 15% into 2022—well above overall growth for herbs and botanicals as a whole—mushrooms have been a continued success story. Many consumers were introduced to the category through the immune push during the pandemic starting in 2020. This opened opportunities across other health conditions, namely cognition and mood. Outside of supplements, mushrooms have been seen as a functional ingredient across food and beverage, such as snack bars, coffee and water.