Top Vitamin & Supplement Trends of 2024
Here are the current vitamin & supplement trends of 2024, found using our software tool and selected based on their growth and global popularity across sites like Google, TikTok, Reddit, Twitter, YouTube, Amazon, and more. These are not fads, such as new movies or social media challenges – rather they’re long-term global vitamin & supplement trends that are likely to see continued growth throughout 2024. We’ve also included our analysis on these new emerging trends below.
NAD Supplement
NAD supplements, products that contain Nicotinamide Adenine Dinucleotide, a compound naturally present in the body and used for energy generation, have seen a surge in popularity due to several fascinating factors. Recent scientific research findings highlighting the role of NAD in slowing down aging processes have piqued public interest. Furthermore, a growing interest in nootropics, or cognitive enhancers, has led to an increased curiosity about the potential mental performance-enhancing effects of NAD supplements. … Read more
Needed Prenatal
Needed Prenatal is a supplement brand focused on prenatal nutrition and offers supplements with essential vitamins and nutrients required during pregnancy that ensure the health and well-being of both mother and child. Recent studies indicate the need of essential nutrients during pregnancy which has sparked interest in specialized prenatal supplements. … Read more
Rosemary Water
Rosemary water is a herbal infusion made by steeping rosemary leaves in water and it's becoming increasingly popular due to its rich antioxidant properties. Recent studies have boosted its reputation by revealing a strong antioxidant profile, making it a powerful health-aiding beverage. … Read more
Sea Moss Supplement
Sea moss supplements are nutrient-rich products derived from sea moss, known for a high mineral content including iodine, potassium, and calcium. There is a growing interest in natural remedies and holistic health practices leading to an increased demand for sea moss. … Read more
OWYN
OWYN, which stands for Only What You Need, is a health and nutrition brand offering plant-based protein products like shakes and powders, designed to provide essential nutrients for those with dietary or preference-based restrictions. Its rise in popularity can be attributed largely to the increasing adoption of plant-based diets. … Read more
Transparent Labs
Transparent Labs is a company specializing in the production of natural sports nutrition supplements free from artificial colors, sweeteners, and harmful additives. The growing popularity of this brand is in line with the increasing number of consumers demanding transparency and traceability in the ingredients in the supplements they are consuming. … Read more
Magnesium Glycinate
Magnesium glycinate is a form of magnesium that is considered to be one of the most absorbable forms of the mineral. It is a supplement often recommended for people who have magnesium deficiencies. … Read more
Salmon Oil for Cats
Salmon oil for cats is a supplement rich in Omega-3 fatty acids, particularly EPA and DHA, believed to promote feline health. Recent studies have shown the benefits of Omega-3 fatty acids in reducing inflammation and allergies in cats, sparking a healthy curiosity in cat owners. … Read more
Magnesium Gummies
Magnesium gummies are gummy bears that are made with magnesium citrate, a mineral that is said to be beneficial in promoting relaxation, relieving stress, and improving sleep quality. Magnesium is also said to be beneficial in maintaining healthy blood pressure and blood sugar levels. … Read more
Beef Liver Capsules
Beef liver capsules are capsules that contain beef liver extract. The capsules are meant to be a dietary supplement that provides many of the benefits of beef liver, such as improved liver function, energy levels, and cognitive function. … Read more
Clean Protein Powder
Clean protein powder refers to protein powder that is minimally processed, and free from artificial additives, sweeteners, and other potential allergens, aiming to provide a healthier alternative for fitness and diet enthusiasts. The growing trend of plant-based diets has triggered a surprising interest in clean and vegan protein powders. … Read more
Clear Whey Protein
Clear whey protein is a near-clear variation of whey protein that is designed to be low in fat and calories. The protein is made by removing the fat and lactose from whey, leaving a high-quality protein that is easy to digest. … Read more
Bisglycinate
Bisglycinate is a form of the mineral magnesium that is said to be easily absorbed by the body. It is often used as a magnesium supplement and is said to be beneficial in helping to support muscle and nerve function, as well as energy production. … Read more
Inositol
Inositol is a type of carbohydrate that is found in plants and animals. It is said to have a number of health benefits, including improving mental health, reducing inflammation, and aiding in weight loss. … Read more
Beef Protein Isolate
Beef protein isolate is a dietary supplement derived from beef, offering a high level of protein and amino acids which aids muscle development and recovery. It has become increasingly popular due to the rise of specific dietary needs such as Paleo and Carnivore diets, which draw people to meat-based, rather than dairy-based, protein sources. With the allergenic potential of other protein sources like whey or soy, people have also turned to beef protein isolate. … Read more
Ritual Supplements
Ritual is a health and wellness company that offers scientifically-backed vitamins and nutritional supplements for women focused on supporting overall health. Ritual's plant-based supplements emphasizes ingredient purity and transparency, making them more appealing to health-conscious women. … Read more
Thorne Supplement
Thorne Supplement is a health and wellness company known for providing high-quality dietary supplements and health tests developed to optimize overall wellness. The expanding knowledge on the role of nutrition in disease management are driving the surprising increase in interest for Thorne's product range. … Read more
Happy Mammoth
Happy Mammoth is a health and wellness brand that offers a wide range of supplements and products specializing in women's hormone and gut health, including probiotic supplements and other dietary aids. The growing trend towards understanding gut health and its crucial role in overall wellness has focused attention on products like those offered by Happy Mammoth, resulting in heightened interest. … Read more
Live Rosin
Live rosin is a cannabis concentrate that is made by extracting resin from fresh cannabis flowers. The resin is extracted using heat and pressure, and no solvents are used. The end product is a high-quality concentrate that is said to have a clean taste and high potency. … Read more
Berberine
Berberine is a natural compound that is found in a variety of plants, including barberry, goldenseal, and Oregon grape. Berberine has been shown to have a variety of health benefits, including reducing inflammation, improving blood sugar control, and fighting bacteria. … Read more
Kombucha for Gut
Kombucha for gut refers to the use of the fermented tea drink, kombucha, for its purported benefits in aiding gut health, such as promoting the growth of healthy gut bacteria. Interest in this health brew has sparked due to an explosion of research into gut flora and its effect on overall health. Sensitivity to gluten and lactose has also enhanced kombucha's popularity, making it an attractive probiotic alternative to traditional yogurts. … Read more
Snail Mucin
Snail mucin is a type of skincare ingredient that is derived from snail slime. The slime is said to be rich in nutrients and proteins that are beneficial for the skin, and is often used in anti-aging and moisturizing products. … Read more
First Day Vitamins
First Day Vitamins is a brand that offers a range of organic daily gummy multivitamins designed for people of all ages and stages of life. These vitamins are made with high standards, using wholesome ingredients and modern science to provide essential nutrients in a tasty gummy form. They are vegan-friendly and made without unnecessary fillers or artificial junk. … Read more
Lion's Mane Mushroom
Lion’s mane mushroom is a type of edible mushroom known for its large, white and shaggy appearance and potential health benefits due to its bioactive substances. Lion’s mane mushroom's role in gut health and brain health has piqued the attention of the emotional wellness community, leading to heightened interest. … Read more
OstroVit
OstroVit is a brand of sports supplements that are made with natural ingredients. The supplements are designed to help with muscle growth, weight loss, and overall health. … Read more
Bakuchiol
Bakuchiol is a natural extract that is derived from the babchi plant. The extract is said to have anti-inflammatory and antioxidant properties, and is being used in skincare products as a natural alternative to retinol. … Read more
Creatine Monohydrate
Creatine Monohydrate is a dietary supplement made up of the amino acid creatine and water and is used to increase muscle mass and strength. It is said to be effective in increasing performance in high-intensity activities such as weightlifting and sprinting. … Read more
Pre and Probiotics
Pre and Probiotics are supplements that are meant to improve gut health. Probiotics are beneficial bacteria that are said to improve digestion and support the immune system, while prebiotics are a type of fiber that helps probiotics to grow. … Read more
Spermidine
Spermidine is a natural compound that is found in many foods, including dairy products, legumes, and whole grains. Spermidine is said to have a number of health benefits, including improved heart health, better sleep, and enhanced cognitive function. … Read more
Mushroom Supplement
Mushroom supplements are products that contain extracts or powders from mushrooms. The supplements are said to have a range of health benefits, including boosting the immune system, fighting inflammation, and aiding in weight loss. … Read more
Alpha GPC
Alpha-GPC is a naturally occurring choline compound that's often used as a dietary supplement to enhance cognitive function. The increasing awareness and prevalence of neurodegenerative disorders has driven a surge in searches for cognitive enhancers and nootropic supplements like Alpha-GPC, which might help improve mood and reduce anxiety. … Read more
Testosterone Gummies
Testosterone gummies are edible supplements, often fortified with vitamins, minerals, and herbal extracts, designed to naturally boost testosterone levels in men. The gummies have sparked interest as anti-aging supplements for age-related testosterone decline and also for fitness and muscle building. … Read more
Ashwagandha
Ashwagandha is an herb that is often used in Ayurvedic medicine. The herb is said to be beneficial in reducing stress, improving sleep, and boosting energy levels. … Read more
IV Hydration
IV hydration is the process of hydrating the body by intravenous injection. The fluids are typically a mixture of water, electrolytes, and vitamins. IV hydration is used to treat a variety of conditions, including dehydration, hangovers, and jet lag. … Read more
Magnesium Threonate
Magnesium threonate is a dietary supplement that enhances cognitive functions and promotes better sleep, along with other health benefits. Magnesium threonate has been cited in several studies exploring treatments for conditions like Alzheimer's and other age-related diseases, adding to the intrigue and demand for this supplement. … Read more
Becoactin
Becoactin is a medication often used as an appetite stimulant, combining cyproheptadine and B Vitamins, to facilitate weight gain. Heightened health consciousness has individuals seeking ways to address their weight issues. … Read more
Tart Cherry for Sleep
Tart cherry for sleep refers to the consumption of tart cherry or its juice to improve sleep quality, as it contains natural compounds such as tryptophan and melatonin that help regulate sleep. With people being more health conscious than previous generations, there is increasing demand for healthier and more natural alternatives to pharmaceutical sleep aids. … Read more
CBN Gummies
CBN gummies are cannabis-infused gummy bears that are meant to provide relief from anxiety, pain, and insomnia. The gummies are made with cannabidiol (CBN), a non-psychoactive cannabinoid that is said to provide therapeutic benefits. … Read more
Cloves Water
Cloves water is a drink that is made by boiling cloves in water. The drink is said to be beneficial in relieving respiratory problems, such as asthma and bronchitis, and in boosting the immune system. … Read more
TUDCA
TUDCA is a chemical that is derived from ursodeoxycholic acid, a bile acid that is found in the liver. TUDCA has been shown to have a variety of health benefits, including protecting the liver and reducing inflammation. … Read more
Curd for Stomach
Curd for stomach refers to the use of curd in alleviating and preventing certain stomach and digestive issues due to its probiotic content. Curd is a dairy product achieved by curdling milk with edible acidic substances like lemon juice or vinegar. The growth of this trend may be in part due to the rise in health-conscious consumers who prioritize natural remedies over pharmaceutical medicines. … Read more
MCG Injection
An MCG injection is a shot that contains methylcobalamin, a man-made form of Vitamin B12 which is important for nerve health and brain function. It is used for the treatment of Vitamin B12 deficiency. … Read more
Cuure
Cuure is a health and wellness company that offers personalized vitamin and supplement packs, tracked via a user-friendly app for monitoring dosage, moods, goals, and progress. Through an online test, users can easily identify their vitamin deficiencies and get personalized supplement sachets delivered to their home. … Read more
Dragon Fruit
Dragon fruit is a type of fruit native to Central and South America. The fruit has a sweet and tangy flavor and is a good source of Vitamin C and is also low in calories. … Read more
Trend Highlight – The Rise of IV Hydration
Having started over a decade ago in Asia as a remedy for exhausted business executives, IV therapy has lately been rising in popularity among a counterintuitive demographic: health nuts who dabble in excessive drinking.
"Hangover clinics" have been opening throughout the metropolitan U.S. in droves, offering clients hydration and vitamin-rich fluids directly to the bloodstream via IV drip administered by registered nurses.
While IV therapy has been used in the medical world for decades as a way to administer essential nutrients and hydrate patients, many health professionals question its use in this new context.
In our increasingly on-demand world, consumers are able to satisfy any need with just a few taps on their phone, whether it's transportation, directions, loneliness, boredom, or hunger. As patience among consumers consequently wanes, well-off consumers are willing to pay high prices for quick fixes – in the case of IV therapy, between $200 and $400 per hour-long session.
Trend Highlight – Why Ancestral Supplements Is So Popular
Ancestral Supplements has a unique business: taking the parts of agricultural farm animals that are usually discarded, and selling them for a premium as"Grass Fed Beef Brain Supplements". Their top products, including Beef Organs and Beef Liver, each have several thousand reviews on Amazon.
Ancestral Supplements also makes the most disgusting part of back-to-nature, keto/paleo-friendly ”livers, hearts, brains” less disgusting, by packaging it in pill form.
At any given time, roughly one third of women but only a quarter of men are on a diet. Many diets market themselves as moderate lifestyle tweaks that lead to slight decreases in body fat and moderate improvements in energy levels. Meat-heavy diets are often marketed in a macho way; less "lose 10 pounds easily", more "become a caveman". Ancestral Supplements leans into this; their site features bombastic ad copy and plenty of photos of the founder working out.
The economics of any back-to-nature business are always challenging, because there's always a reason people stopped doing things the old-fashioned way. It's hard to beat the margins of fast food and soda, and it's effectively impossible to match their marketing heft. Ancestral Supplements gets around this by marketing a paleo lifestyle but selling a high-margin dietary supplement. They've taken the most hardcore part of paleo—eating every part of the animal, however weird it looks—and turned it into something as simple as popping a multivitamin.
Trend Highlight – The Surging Popularity of Weight Gain Syrup
There’s a supply and demand mismatch—and thus a market opportunity—in the business of helping people reach their ideal weight; but not with weight loss. In fact, Google queries for "how to lose weight" overshadow those for “how to gain weight” by only to 6:1. However, the weight loss industry is far more than 6x more competitive and saturated than the weight gain industry: in fact, there are almost 3,000% more apps for losing weight than gaining it.
Companies like Noom, with 45 million users, have been able to build up a large following by helping users lose weight. The company uses an effective signup flow which encourages users to set a deadline, such as a wedding they’ll be attending or even just “summer”, which helps the app not only tune the weight loss program, but also the email drip campaigns. Noom’s focus though, is exclusively on losing weight—even if users sign up and express the intention to add a few pounds of muscle, the signup workflow uses copy about weight loss.
The weight-gaining market is not only more ripe for opportunity but also more fragmented than the weight-loss market. Some customers are trying to add muscle mass, and look for products like whey protein. Others want to add weight more generally, and they increasingly turn to appetite-stimulating supplements or weight-gain syrups.
Some of these products are carb- and vitamin-rich meal shakes that just add extra calories to diets, but some of them include medications that are used off-label to stimulate appetite. These weight-gaining shakes have health risks, and are often marketed illegally.
Media attention often drives new diet trends. When celebrities were mediated through magazines, TV, and movies, they tended to be thinner, but many popular influencers have a different body type—one popular weight gainer brand, "slim thicc," is named after the body type exemplified by Kim Kardashian, Nicki Minaj, and other celebrities. With more diverse celebrity body types, there's a wider dispersion in diet products that allow people to achieve them.
Trend Highlight – Melatonin Gummies: The New Ingredient and Form Factor Combo
While the supplement business has existed for decades, both the ingredients and the form factors come and go in waves. With apple cider vinegar, for instance, the drink product, pill product, and gummy product each saw their peaks one after the other, in 2017, 2018-19, and 2020 respectively.
The challenge in marketing gummies was overcoming the market perception that they're just for kids. Chewable supplements for kids have existed for decades (Flintstones vitamins, for example, were launched in 1968). Gummies themselves were a niche product for years. In addition to targeting kids, supplement gummies were marketed to pregnant women who had difficulty swallowing pills. Gummies are a good form factor for making a habit consistent: flavorful or sugary products are more habit-forming than bland ones.
The popularity of gummy-based supplements grew in part for a roundabout reason: marijuana legalization. As more states effectively legalized recreational marijuana, the market expanded—but new customers weren't necessarily interested in smoking, so dispensaries started offering other delivery mechanisms, like gummies. Gummies are fairly easy to make, and the sugar and other flavorings can cover up less pleasant tastes. This created a category of gummies that a) had an active ingredient other than sugar, and b) could only be purchased by adults.
The boom in melatonin gummies tracks a similar upsurge in interest in CBD gummies (featured in 2018), but on a one-year lag: the CBD gummies established gummies as something for adults rather than kids, and subsequently other supplements followed suit.
See all 1,986 Vitamins & Supplementstrends
See all 1,986 Vitamins & Supplementstrends
