10 dietary supplement trends we’re looking for at Expo West
These 10 products combine consumer desires and needs with non-pill formats to exemplify today's dietary supplements.
![10 dietary supplement trends we’re looking for at Expo West 10 dietary supplement trends we’re looking for at Expo West](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/blt3558049f41a58a1c/64ff18ba2c92263f20b39f68/ew22-supplement-trends-promo.png?width=700&auto=webp&quality=80&disable=upscale)
Healist Advanced Naturals Calm Chews Booth #3433 Vegan gummies start with CBD, for which stress and relaxation are primary reasons for consumer uptake. Because it is a broad-spectrum hemp, all THC has been remediated out so there is no chance of getting high from this product. A calming blend of terpenes, which is usually a calling card of full-spectrum hemp extracts, is instead here derived from oranges, chamomile, hops and cardamom. A thoughtful mixture of adaptogenic king ashwagandha and L-theanine for relaxation sans drowsiness rounds out the formulation. SRP: $59.99
Kor Shots Wellness Fire Booth #N520 Hopping on both the shots trend as well as the superfood trend, Kor uses high quality cold-pressed high-pressure processing. It goes without saying the shots are all organic. Kor has a dozen different shots. The Wellness Fire SKU features ginger and jalapeno, and also includes the juice of mandarin, pineapple, camu camu and turmeric, with a dash of black pepper to add to the fire kick. Each shot contains about half the daily value of vitamin C. SRP: $22.50/6-pack
Enzymedica Apple Cider Vinegar Gummies Booth #4021 Apple cider vinegar is the hottest ingredient in supplements right now, and companies are putting them into gummies in order to cut some of that vinegar taste. Enzymedica does all that, using organic apples as its source, plus adds 1,000 mcg vitamin B12 in the preferred methylcobalamin form for energy and metabolic support. SRP: $23.99
NuTraditions Hello Dreams Booth #3583 These minty herbal strips taste as they begin to melt on the tongue before swallowing. The individually wrapped strips help people fall asleep, sleep better and awake restored. The ingredient company Nuherbs, owned by Wilson Lau and his mother, has been known for decades to foster sustainable sourcing of TCM herbs from their long-standing partner farmers and wildcrafters in China and around the world. They are also known for strict quality measures, which extend to the ingredients in NuTraditions products. SRP: $8.99/10 strips
NOW Solutions Aquatic Beauty Booths #N1006-08, 1620, 3833 Powder features wild-caught fish collagen and astaxanthin, which has been found in clinical studies to maintain youthful skin moisture and texture and promote even tone. It also includes vitamin C and hyaluronic acid, a compound found naturally in skin with a unique acapacity to bind and retain water molecules. SRP: $27.99
Sunfood Superfoods Organic Wellness Super Blend Immunity Booth #2436 Using exotic, nutrient-dense whole foods, this plant-based blend of superfoods and mushrooms is an antioxidant powerhouse, fortified naturally with vitamins C and D. Goji berries, pomegranates, camu camu, Jerusalem artichoke and acerola round out the superfruits. The powder is USDA Certified Organic, Non-GMO Project Verified, vegan and gluten free. SRP: $29.99
Quicksilver Scientific Longevity Elite Booth #3683 This state-of-the-art adaptogen and hormone tonic uses non-particles to ensure optimal absorption as it targets the leading edge of healthy aging: telomeres, sitruins and AMPK. The herbal formulation uses TCM herbs, a proprietary ginseng extract, ashwagandha, ginseng and more. It’s pricey, but isn’t immortality worth it? SRP: $145.00
Maty’s Super Berry Immune Support Booth #N1218 The immunity comes from vitamins C and D, plus zinc. The berries feature the domestic in blueberries and strawberries, along with a bit of the exotic in aronia, acerola and elderberry. Sweetened with stevia, the daily packets make an immune boost a breeze—and suitable for ages 4 and up. SRP: $24.99
HempFusion Elderberry Gummies Booth #N604, 3929 Hemp CBD is being integrated into the larger supplements world, evidenced by hemp CBD being blended with other simpatico ingredients to supercharge formulations. It’s the name of the game for HempFusion, an early pioneer in the hemp CBD space. Here, 10 mg CBD from organic hemp extract is fused with 100 mg of the branded Eldermune elderberry. As if that wasn’t cool enough, it’s in a gummy format—but even then, not any ol’ gummy; these are just outrageously delicious gummies. SRP: $29.99
Om Mushroom Superfood Master Blend Booth #2029 This is the year of the fun guys—mushrooms are seen by consumers as being the uber-nutritious, pan-beneficial ingredient to help with a range of health concerns from immunity to cognition to vitality. The Om Master Blend was beneficiary of a serendipitous TikTok video that went viral, leading to the product being sold out from coast to coast. It’s an adaptogenic powerhouse containing 10 mushrooms plus three adaptogens. Comes in a powder, and of course it’s organic and non-GMO. SRP: $24.99
Om Mushroom Superfood Master Blend Booth #2029 This is the year of the fun guys—mushrooms are seen by consumers as being the uber-nutritious, pan-beneficial ingredient to help with a range of health concerns from immunity to cognition to vitality. The Om Master Blend was beneficiary of a serendipitous TikTok video that went viral, leading to the product being sold out from coast to coast. It’s an adaptogenic powerhouse containing 10 mushrooms plus three adaptogens. Comes in a powder, and of course it’s organic and non-GMO. SRP: $24.99
The dietary supplements world is always innovating, always responding to consumer needs and the cultural Zeitgeist, always sourcing new ingredients, always researching new ingredients and new discoveries from old ingredients.
Today’s product trends reflect what consumers want, as well as a tipping point that occurred in 2019. That was the first year sales of gummies, shots, powders and the like passed the old standbys, capsules, tablets and softgels. The pill-fatigued are now ably served in their desire to get their nutritional supplements without having to choke down any horse pills.
The biggest trend of 52 weeks ending Oct. 31, according to SPINS data, is apple cider vinegar supplements with a sales increase of 165%. Gummies that cut vinegar's piquant bite are driving the ingredient's continued success.
In second place is superfoods, up 147%, with everything from mushrooms to exotic ingredients such as camu camu and chocho.
Rounding out the podium as the third fastest-growing category of supplements is mood support, up 43%. It goes without saying that with all the upside-down shutdowns and latent edginess in our COVID lives, something is out of whack. Mood support is finding compatriots with stress and sleep concerns as well—they all go together.
Another shift in our lives during COVID is the quest for beauty in the comfort of our homes. Nutricosmetics, or inside-out beauty, is trending, led by collagen, hyaluronic acid, ceramides and omega-3s.
Other COVID-adjacent conditions include healthy aging and weight management.
And before you think we’re forgetting the elephant in the room, year-round immune support supplements are simply everywhere. Immunity supps are the new multis.
We’ll be on the lookout for companies riding these 2022 trends. Here are 10 Expo West exhibitors to check out.
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