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6 Supplement Trends Dominating 2021

58% of U.S. adults take dietary supplements.

Not only that, but according to Statista, the average spend per trip on these products is $96.49.

Today we’re going to cover 6 important supplement trends happening right now (in 2021).

From collagen’s continued growth to entirely new categories, this list will help you see what’s coming around the corner in the supplement industry in 2021 and beyond.

1. New Supplement Categories

The dietary supplements market was estimated to be worth $156.2 billion in 2020. One industry study forecasts that this will rise as high as $230.7 billion by 2027.

Some of this growth will come from established supplement categories (like multivitamins and whey protein powder).

However, a good chunk of the growth in this space will come from entirely new product categories.

For example, sleep gummies.

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Search growth of “sleep gummies” over 5 years.

Searches in Google for sleep gummies have increased by 3450% over the last 5 years. Sleep gummies are a gummy supplement containing compounds and nutrients that aid in sleep (for example, melatonin).

Another new, growing supplement category is irish moss.

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Searches for “irish moss” dipped a bit in the winter of 2020. But is starting to rebound.

Irish moss is commonly used as a supplement to aid in digestion and fertility. Search volume for irish moss is up 1133% since 2016.

Finally, we’ve got turmeric coffee.

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Turmeric coffee searches are growing steadily.

Turmeric was one of the biggest supplement trends of the last 5 years. And turmeric “coffee” (essentially coffee with powdered turmeric) is taking off right now.

Finally, we have mushroom coffee.

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Searches for “mushroom coffee” over a 5-year span.

Mushroom coffee uses powder ground from fungi such as lion’s mane, cordyceps and chaga. This is then mixed with regular instant coffee.

Mushroom coffee tastes somewhat similar to regular coffee. But the reduced coffee component means there’s less caffeine.

Other purported health benefits depend on the mushroom blend. For example, some aim to regulate blood sugar levels or be a valuable source of unique minerals and antioxidants.

2. Demand for Collagen Grows

An analysis by Grand View Research estimates that the collagen space is growing by 5.9% annually.

And one leading collagen brand, Vital Proteins, generates an estimated $250 million in annual revenue.

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Search growth for collagen manufacturer Vital Proteins.

The collagen category is growing largely because collagen has a wide range of applications and use cases.

Most people take collagen to help improve skin, hair and joint health.

However, approximately 15% of all collagen is used in cosmetics — which blurs the line between supplements and makeup.

Google searches for the term “collagen” itself has grown by 212% since early 2017.

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Search growth for “collagen” has been steadily rising since 2017.

And we’re also seeing big spikes in demand for niche collagen products.

For example, fish collagen.

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Demand for fish collagen is spikey. But trending upwards.

As the name suggests, fish collagen is collagen derived from fish. Which makes it an accessible alternative to traditional collagen for people that don’t eat meat.

And studies suggest that fish collagen supplementation has similar effects as bovine collagen.

3. Gummies Becomes Popular Supplement Form

For many people, CBD gummies helped solidify gummies as a convenient and tasty way to take supplements

Over the last 2-3 years, an increasing number of supplements have been “gummified”.

For example, apple cider vinegar gummies.

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Searches for “ACV gummies” over time.

Interest in apple cider vinegar has been growing for some time now. With many people downing “ACV shots”. Or creating drinks that attempt to mask the bitter flavor of apple cider vinegar.

However, gummies are quickly becoming the most popular way to take ACV.

In fact, searches for ACV gummy brand Goli Gummies have increased significantly in 2021.

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Searches for Goli Gummies over the last 24 months.

Other examples of growing gummy supplement categories include turmeric gummies and hair gummies.

4. Pet Supplements Take Off

31% of dog owners bought over-the-counter pet supplements in the past year.

And search demand for pet supplements is on the rise.

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Searches for “dog vitamins” are up 87% over the last 5 years.

Common reasons that owners give their pets supplements include boosting joint health, improving coat appearance, and optimizing heart health.

Interestingly, many popular pet supplements mirror those that humans take.

For example, searches for “CBD for dogs” has increased by 7800% in 5 years.

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The keyword “CBD for dogs” peaked. But is still way up vs 2017.

Another human-inspired pet supplement category is probiotics for pets.

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Searches for “dog probiotics” over time.

Like humans, dogs and cats have a microbiome. And probiotic and prebiotic supplementation may aid in animal gut health as well.

5. Growing Number of Vegan Supplements

Approximately 5-8% of Americans follow some form of vegetarian or vegan diet.

Which is why a growing number of Americans are seeking out vegan-friendly supplements (especially vegan versions of popular supplements that typically contain animal ingredients). Or supplements to prevent deficiencies that can occur while following a vegan diet.

One example of a growing vegan supplement is vegan collagen.

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Google search growth for “vegan collagen” is up 755%.

While actual collagen does need to derive from animals, many vegan collagen supplement manufacturers are attempting to recreate collagen from plant-based ingredients. Or simply market nutrients that boost skin and nail health as “vegan collagen”.

6. More DTC Supplement Brands

2020 was a huge year for the DTC (direct to consumer) space. Like many industries, the supplement industry was impacted by the rapid growth of the ecommerce sector.

Specifically, we’re seeing a growing number of supplements brands go DTC. In other words: instead of competing to get their supplement on the shelves at GNC, they’re selling their products 100% online. Either from their own website. Or via Amazon.

Truvani is an example of a fast-growing DTC supplement brand.

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Search growth for “Truvani”.

Truvani is a DTC supplement brand that focuses on a handful of trending supplement categories, like turmeric powder, collagen, pea protein and marine collagen.

And searches for the brand are up 156% over the last two years.

Another popular DTC supplement brand is Ancestral Supplements.

Ancestral Supplements search growth c...
Interest in Ancestral Supplements (based on Google search growth) has increased significantly in 2021.

They specialize in paleo and keto-focused supplements (particularly, freeze dried organ tablets).

Conclusion

That wraps up this list of impactful trends in the supplement industry.

The one thread that ties many of these trends together is the fact that many growing supplements categories are catering to small niche audiences.

While mainstream supplements (like vitamin C) will have their place in the future, we can expect much of the growth in the supplement space to be driven by new products that appeal to relatively small audiences.

Last Updated: 
January 19, 2021
Josh Howarth
Co-founder of Exploding Topics.

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