Since the advent of the 20th century, the number of supplement products on the market has exploded. What’s been fueling consumers’ increased interest in wellness that’s been, in turn, increasing the size of this market? And when did supplements become a health essential for everybody?

Today, about half of all adults and a third of all children in the United States take supplements on a regular basis and yet, evidence of clinical efficiency for most supplements is extremely limited. In the past, individuals used to take supplements for specific purposes, such as being deficient in a certain nutrient or to prevent certain diseases; but today, many supplements are bought with the intention of being treated like ‘add-ons’ or ‘boosters’ to one’s wellness routine. This came along with the 1994 DHSEA law, which defined supplements as products meant to support health, but not necessarily treat disease. This shift in consumer expectations meant that supplements could become available to a much wider range of consumers looking to optimize wellness, not just those experiencing health concerns. 

Interestingly, friends and family are the primary source of influence when it comes to individuals deciding what supplements to purchase. This is because they trust others who share their lifestyles and they also trust the experiences that these individuals have had with particular products. Mass distribution of certain supplements, such as those that are sold widely by retailers like Costco, Whole Foods, or others, also make consumers more likely to trust readily available brands over others. Social media testimonials also play a big role, as these platforms are being widely used by individuals to verify how effective certain supplements actually are. 

What does the future of the supplement industry look like?

The future of the supplement industry is likely to be strongly influenced by the advent of new technologies in the wellness CPG space. Emerging wearable devices that can perform specific medical analyses and other AI models dedicated to those prioritizing their wellness are likely to make the thought process behind buying supplements much more specific and personalized. In turn, individuals will also be able to track whether or not supplements are actually having results on a biological level. This is crucial given that peoples’ responses to supplements vary widely due to different genetics, microbiomes, and lifestyles, which explains why even some of the most popular supplements have such mixed reviews.

Why is there a never-ending presence of new supplement brands on the market?

Given that supplements can come in many different forms (capsules, tablets, gummies, softgels, powders, etc.) and that they are meant to address a very wide variety of problems (energy, immune support, skin health, sleep, digestion, etc.) it allows for there to be many different brands on the market; and, of course, this industry has consistently been on the rise and is expected only to grow in the coming years. The barrier to entry for starting a supplement brand has also become a lot lower since the passing of the 1994 DHSEA law. Also, most ordinary individuals do not have sufficient knowledge to be able to determine whether or not a supplement can actually be effective, which allows for people to constantly try new products in this space. Given that consumers are currently overwhelmed by the presence of supplement brands and products on the market, they are likely to turn towards much more personalized ways of understanding what supplements are actually benefiting them when such options become widely available.