HealthLine Projects the Top 7 Vitamin and Supplement Trends of 2021
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This article originally appeared in Presence Marketing’s April 2021 Industry Newsletter
By Steven Hoffman
The dietary supplement industry experienced its highest growth in more than two decades, with a 12.1% increase in 2020 as U.S. consumers focused during the coronavirus pandemic on improving their health and fitness and boosting immunity and wellness, reported HealthLine. The growth trend is expected to continue into 2021, with the following seven trends highlighted by HealthLine for the coming year: 1. Stress and Mental Health – consumers are turning to supplements to support mental health, and a recent report anticipates brain and mental health supplements will grow 8.5% over the next six years; 2. Beauty Support – there’s an increased interest in beauty as a subcategory of the supplements industry, said HealthLine, which reported that Google searches for collagen supplements increased 33% over the past year; 3. Immune Health – there’s been a 50% increase in consumers seeking out immune supporting supplements, according to HealthLine, and expect to see growth in sales of zinc, selenium, B complex vitamins, vitamins C and D, elderberry, echinacea, astragalus, turmeric, ginger, and in particular, medicinal mushroom extracts including chaga, cordyceps, lion’s mane, reishi and others; 4. Vitamin D – As studies link low vitamin D levels with increased risk of complications from COVID-19, vitamin D continues to lead the charge as the top nutrient for overall health, HealthLine said; 5. More Enjoyable Supplement Experiences – Think gummies as consumers seek more convenient and enjoyable delivery vehicles for dietary supplements; 6. Trustworthy Companies – consumers are becoming increasingly knowledgeable about their health, and they’re growing wary of misleading or false health claims, and consumers will pay more for brands they trust to be transparent and honest about their products; and 7. Pet Nutrition – among the fastest growing categories in the pet industry are supplements and pet food products to help ease anxiety, aid skin issues and improve our pets’ gut health, and the pet dietary supplements market is projected to reach a valuation of #3.78 billion by the end of 2021, HealthLine reported.