2023 Trends in the Vitamin and Supplement Industry

Jan 3, 2023 10:39:31 AM

Written By:
Melinda Elmadjian

2023 Trends in the Vitamin and Supplement Industry

Which new supplements will dominate the health and wellness industry in 2023? If you have a private label supplement business or are looking to start one, you might be wondering which supplements will be trending in the coming year.

Immune products have swept the market since 2020. With the immune support trend dying down, the industry is seeing the following categories of supplements gaining ground:

  • Sleep support*
  • Joint and connective tissue support*
  • Hormonal support*
  • Mood and cognitive health support*

Private Label Supplements Stand Out

You don’t have to be a healthcare provider to sell private label supplements. Many entrepreneurs are seeing trends in the vitamin and supplement industry and realizing that private label supplements can be an incredibly lucrative business endeavor.

Ecommerce and other direct-to-consumer entrepreneurs might even have an edge over healthcare providers. While a physician knows the healthcare needs of their patients more intimately, the business mind is closely following market trends to decide which supplements will sell best this year.

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The guiding question all private label supplement companies should consider is: which supplement formulations can best address the problems that my clients have? Develop your product line based on those answers. Trending ingredients can often be worked into core formulations that already exist, adding nuanced facets of support to the product while giving people what they want.

To ensure your private label supplements stand out among the many products flooding the market, take a look at our complete guide on How to Market Private Label Supplements. In short, it’s all about clear, compliant labeling, education-based marketing, and using technology like social media to effectively show your unique formulations to the right clients.

Shifting Trends in the Supplement Industry

Some trends remain predictable as we move into 2023, while others are appearing out of the blue. Similarly, some health and wellness concerns have persisted throughout the centuries, while others are tied to more modern causes.

The past few years were dominated by immune-boosting products, particularly with a focus on respiratory support. Looking to 2023, the vitamin and supplement industry can expect to see increased spending in products formulated to support restful sleep, strong connective tissue, and balanced moods and hormones.*

Sleep Support*

Sleep is at the forefront of our tired, foggy minds these days. With around one third of adults struggling to sleep well, it’s no wonder that sleep supplement sales have more than doubled over the past five years. Melatonin  is perhaps the most favored  ingredient for sleep support, but elderberry and CBD products—specifically, gummies—are trending upward.*

Why is sleep so elusive, and why is sound sleep so important? While experts agree adults need an average of eight hours per night, studies show over one third are sleeping less than seven. Research shows a strong relationship between electronic screen use and lower-quality sleep. A 2021 study found “screen exposure, especially near bedtime, directly leads to poor sleep quality.”[1] 

Poor sleep quality impacts many facets of our health and wellness, from mood to immune function, disturbing our insulin metabolism and stressing our cardiovascular system.[2] Interestingly, 20% of Gen Z and Millennials purchase sleep support supplements, whereas only 10% of Baby Boomers seek out these products.

Joint and Connective Tissue Support*

Although Millennials now comprise the largest percentage of the US population, Baby Boomers make up only a marginally smaller piece of the pie. As a result, supplements that support healthy connective tissue and joints are trending into 2023.*

Products like CX-2 Solution combine trending ingredients like boswellic acid and curcumin with tried and true glucosamine to offer a versatile way to support healthy, comfortable joints.*

Perhaps the most trending supplement for 2023 is collagen, and for good reason. Collagen is a protein made in the body and its primary role is to provide structure and support to your skin, muscle, bone, and other connective tissue.* Specifically, it supports healthy skin cell turnover and suppleness.* Because our collagen levels naturally decrease with aging, we can experience wrinkling, sagging, or weak skin over time. Loss of collagen also leads to stiff, uncomfortable joints. Studies show oral collagen supplements improve skin moisture, elasticity, and hydration,[3] so the trend continues to soar, with people spending two billion dollars for collagen supplements in 2022.*

Collagen supplements are derived from animal tissue, with fish-sourced options available for pescatarians. Collagen Bright™ is a formulation that combines preferred tripeptide collagens with similarly trending hyaluronic acid and cordyceps mushroom, as well as key vitamins to support healthy levels of collagen.*

Hormone Health Support*

Integrative doctors are happy to see an increasing number of people seeking to balance their hormones. As consumers become more educated, they learn that hormones control much more than just sexual function, and hormone changes affect both men and women.

It’s not just the 1 in 5 American women who struggle with infertility who are seeking out hormone balancing supplements. Hormones are chemical messengers that relay critical information to regulate metabolic functions like temperature, sleep, mood, heart rate, and weight, which impact all genders and ages. With the increasing prevalence of at-home lab testing for hormones, we also see an increase in spending on hormone balancing supplements across the board.

DIMPRO® is one such supplement, combining Diindolylmethane, a cruciferous vegetable phytonutrient that supports healthy levels of key hormones in the body, with Vitamin E and a powerful neurotransmitter that helps support healthy weight in men and women.* 

Mood and Cognition Support*

As the stigma fades around mental health awareness, more people are focusing on proactively supporting balanced, uplifted moods and clear thinking. Nootropics, substances that primarily activate cognitive functions by increasing oxygen to the brain and protecting brain tissue from neurotoxicity,[4] are trending in the supplement market.*

Adaptogens, such as Rhodiola rosea, are plant extracts that act as bioregulators, increasing our ability to adapt to the stress of environmental factors.* One study found that after a two-week course of Rhodiola rosea supplement, participants had a “significant reduction in anxiety, stress, anger, confusion, and depression, and an improvement in general mood.”[5]*

Supplements like Liposomal Citicoline come in liquid form—another trend in health and wellness product formulation. This liquid nootropic is readily absorbed by the body for efficient use by the brain. As more consumers discover the benefits of the convenient, easy-to-dose, bioavailable liquid delivery system, liposomal formulations will continue to trend upward in 2023.

More Supplement Trends to Watch

Some products and ingredients in the health and wellness industry have claimed a solid stake and don’t appear to be going anywhere soon. From ginseng to turmeric, prebiotics to probiotics, staples like melatonin and multivitamins aren’t exactly disappearing in the midst of these new trends.

Building off the data from past trends, we are looking forward to seeing how these new vitamin and mineral formulations develop throughout 2023. In addition to the trending supplement categories we’ve detailed, also keep a lookout for:

  • Mushroom Coffee. Whether you mix a powdered chaga or lion’s mane into your actual coffee, or make the full switch over to a morning blend entirely composed of mushrooms, these coffee substitutes are on the rise.
  • Pet Supplements. As humans become more educated on the benefits of vitamins, minerals, and more for ourselves, we naturally want to include our pets in our household’s supplementation plans.
  • Vegan Supplements. With around 8% of the population following a vegan or vegetarian diet, supplement companies are responding with plant-based offerings.



Money doesn’t lie; spending is shifting toward new products in the health and wellness industry. New and different vitamin and mineral supplements are trending higher in online searches as we move into 2023. While multivitamins, fish oils, and protein powders are seemingly here to stay, keep an eye on collagen, sleep gummies, and adaptogens moving forward.

Product formulations that respond to the population’s needs related to hormone health and mood support are likely to sell well in the coming years, as consumers continue to educate themselves on wellness topics and strategies. Partnering with a trusted supplier can help you develop and promote the very supplements that are trending for 2023, while minimizing the risks of business ownership.

Private Label Supplements Guide

[1] Arshad D, Joyia UM, Fatima S, Khalid N, Rishi AI, Rahim NUA, Bukhari SF, Shairwani GK, Salmaan A. The adverse impact of excessive smartphone screen-time on sleep quality among young adults: A prospective cohort. Sleep Sci. 2021 Jan-Mar;14(4):337-341. doi: 10.5935/1984-0063.20200114. PMID: 35087630; PMCID: PMC8776263.

[2] Khan MS, Aouad R. The Effects of…and Sleep Loss on…Sleep Med Clin. 2017 Jun;12(2):167-177. doi: 10.1016/j.jsmc.2017.01.005. Epub 2017 Mar 25. PMID: 28477772.

[3] Al-Atif H. Collagen Supplements for Aging and Wrinkles: A Paradigm Shift in the Fields of Dermatology and Cosmetics. Dermatol Pract Concept. 2022 Jan 1;12(1):e2022018. doi: 10.5826/dpc.1201a18. PMID: 35223163; PMCID: PMC8824545.

[4] Malík M, Tlustoš P. Nootropics as Cognitive Enhancers: Types, Dosage and Side Effects of Smart…Nutrients. 2022 Aug 17;14(16):3367. doi: 10.3390/nu14163367. PMID: 36014874; PMCID: PMC9415189.

[5] Cropley M, Banks AP, Boyle J. The Effects of Rhodiola rosea L. Extract on Anxiety, Stress, Cognition and Other Mood Symptoms. Phytother Res. 2015 Dec;29(12):1934-9. doi: 10.1002/ptr.5486. Epub 2015 Oct 27. PMID: 26502953.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.