The Top Vitamin & Supplement Trends 2024

The Top Vitamin & Supplement Trends 2024

The Best Supplements To Help You Kickstart 2024

The vitamins and supplements market is exploding as consumers increasingly prioritise self-care and wellness. These products come in many innovative forms that provide targeted benefits for skin, hair, and overall health. And with the growing demand for health-centric offerings, the vitamins and supplements space is ever-evolving. 

We think 2024 is set to be the year of supplements that really deliver and are taking a look at the top six upcoming trends... 



Vitamin Gummies 

The vitamin gummies market has been growing at an incredible rate for the last few years. While gummy vitamins were initially made for children, adults have also taken a liking to them, and in fact it’s adults that continue to drive the market as they are a handy solution to the challenge of integrating daily supplements into a busy routine. Some of the benefits include: 

  • They taste great - many are just as delicious as sweets
  • They’re easy to swallow so are especially beneficial for those who struggle to swallow traditional pills and tablets
  • They help with ‘pill fatique’ – they are especially useful if you’re taking multiple supplements, or lots of tablets for a health condition
  • They’re convenient and you're more likely to remember to take them. 
  • They help fill in any nutritional gaps if you don’t eat a balanced diet.

Innovative delivery methods are definitely a trend to watch out for in 2024!

Vegan Supplements 

With the rise of vegan and vegetarian lifestyles, many supplement brands have started offering vegan product options to appeal to an expanding consumer base that cares about health, the environment, and animal welfare.

Animal Friendly - Vegan supplements contain no animal products or byproducts, reflecting the ethical values of vegans who avoid exploiting animals.

Allergens - Vegan supplements are often a good choice for individuals with dietary restrictions because they don't typically contain common allergens such as dairy.

Sustainability - Vegan supplements tend to have a smaller environmental footprint than non-vegan supplements.

Plant-based supplements have been steadily gaining popularity in recent years, and this trend is expected to continue in 2024.


Mood, Stress & Mental Wellbeing Supplements

Mental health is a key trend in supplements, with brain and mood health being the second most common global claim (after immune health) in new supplement launches over the past five years, featured in over a quarter of products. 

Younger generations especially prioritize mental wellbeing, with 30% of Millennials and Gen Z seeking a healthier lifestyle due to mental health concerns, compared to 27% of Gen X and 23% of Baby Boomers. 

The importance of sleep in our overall health and skin wellness is gaining newfound attention too. Poor sleep quality is increasingly linked to a range of health issues and so people are looking to address this with supplements that can calm and relax the mind. 

Skin Health Supplements

Consumers are realising that the perfect glow comes from within. Supplements featuring ingredients such as collagen, vitamin C, biotin and hyaluronic acid, positioned for offering skin care benefits, are a rapidly emerging category. 

People have realised that diet plays a big role in skin care routines so we're seeing the evolution of ‘inside out beauty’ where supplements are being used for all kinds of purposes - to reduce wrinkles, plump skin, protect the skin, hydrate the skin and give it an all-round more healthy appearance. 


Menopause Supplements 

Female health and wellness supplements have blown up as a category over the recent years. Supplements that aim to support women through the menopause and perimenopause are becoming increasingly popular as it's a space where women are desperate for support. Many newer female-focused supplements also contain ingredients to boost mood, support sleep, and reduce inflammation. 

Sustainable & Ethical 

The vitamin & supplements industry is shifting toward more sustainable and ethical practices, reflecting consumers' growing concerns about environmental impact and ethical implications. Consumers want supplements with smaller carbon footprints, responsible harvesting, and non-GMO ingredients. In 2024, we can expect to see more companies offering sustainable and ethical supplements.




More for 2024

In 2024, we can anticipate more fascinating trends and innovations in the ever-evolving supplement industry as it responds to consumer demand for health and wellness products. From plant-based supplements to personalized nutrition, staying current on these trends will allow you to make informed choices about which new supplements to add to your routine.



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