
The nutritional supplement industry marked its highest growth in over two decades with a 12.1% increase in 2020.
But, what set about this course of action?
The COVID-19 pandemic undeniably reshaped our daily lives. However, its biggest impact was a shift in prioritizing health and fitness.
Amidst this global health crisis, a notable rise in vitamin and supplement consumption emerged as a widespread endeavor to bolster immune systems and enhance overall well-being.
But, this was just the beginning. The supplement industry has since achieved bigger feats.
In 2022, its valuation attained $325.4 billion. Moreover, the market is projected to exhibit a CAGR of 7.3%, ascending to an estimated $572.4 billion by 2030.
In such a scenario, what should an entrepreneur venturing into the nutritional supplement industry do?
Understanding what supplements sell the most and identifying prevailing market trends is the key to making it big in the sector.
The best-selling supplements, characterized by their efficacy, quality, and consumer demand, offer a blueprint for success in this competitive landscape. By aligning product offerings with these insights, businesses can position themselves as problem-solvers.
In this article, let's focus on the best-selling supplements and upcoming market trends in nutraceuticals.
The Global Supplement Market by Key Regions and Countries

Let's take a closer look at the global supplement market, focusing on sales in select countries and regions, according to NBJ Global Supplement Business Report 2023.
This will give us a better understanding of where the opportunities are for starting a business in the supplement industry.
In the United States, the supplement market is booming. Sales are expected to grow from $62.7 million in 2023 to $70.3 million by 2026. This shows a strong and growing demand for supplements in the U.S., making it a key market for businesses looking to sell supplements.
China is another major player in the supplement market. Sales are projected to increase from $26.1 million in 2023 to $31.0 million by 2026. This growth indicates a rising interest in supplements among Chinese consumers, offering a significant opportunity for companies.
Western Europe is not far behind, with supplement sales expected to rise from $21.5 million in 2023 to $24.0 million by 2026. This growth suggests that supplements are becoming more popular in European countries as well.
Latin America is showing impressive growth in the supplement market. Sales are forecasted to jump from $17.9 million in 2023 to $24.0 million by 2026. This rapid growth indicates a booming interest in health and wellness products in Latin American countries.
Lastly, India's supplement market is also on the rise, with sales expected to grow from $13.5 million in 2023 to $17.0 million by 2026. This growth is a clear sign of the increasing awareness and demand for supplements in India.
Country/Region | 2023 est. sales ($ mil) | 2026 est. sales ($ mil) |
United States | 62.7 | 70.3 |
China | 26.1 | 31.0 |
Western Europe | 21.5 | 24.0 |
Latin America | 17.9 | 24.0 |
India | 13.5 | 17.0 |
As we step into 2024, the supplement industry observes that consumer preferences are leaning heavily toward holistic wellness. This interest is developed from traditional, natural remedies.
Top Supplement Trends In 2024
Spotlight on Botanicals
Among these, botanicals are gaining significant traction, appealing to those seeking safer health options with minimal risk of side effects.
It's interesting to note that nearly half (48%) of US consumers believe in the effectiveness of botanical ingredients, with a considerable number showing interest in botanicals for enhancing mood and mental well-being.
Similarly, the spotlight is on fast-growing botanical categories, particularly adaptogenic herbs and mushrooms. Adaptogens like Ashwagandha, Rhodiola, and Ginseng have a storied history of helping the body adapt to stress more effectively.
Mushrooms such as lion’s mane, cordyceps, and reishi are no longer just culinary delights- they are also revered for their health benefits. These ingredients are increasingly found in new supplement launches, with a focus on supporting sleep, balance, mental clarity, energy, and immune health.
Tackling Stress and Boosting Mental Wellbeing with Supplements
In the USA, stress is a common experience for many.
About 76% of adults reported health impacts from stress in one month. This stress manifests in various ways, including headaches (38%), fatigue (35%), feelings of nervousness or anxiety (34%), and feelings of depression or sadness (33%).
These numbers highlight a critical issue facing today's society: the need for effective solutions to manage stress and enhance mental well-being.
This is where supplements come into play, offering a helping hand for our mood, stress levels, and overall mental well-being.
One of the biggest trends we're seeing is the focus on supplements that help with brain health and mood. In fact, after immune health, brain-mood health is the most common benefit mentioned in new supplements. Over the last five years, more than a quarter of all new supplements talked about how they can help our brains and moods. In places like the US and Eastern Europe, about one in three new supplements launched in the last year claimed to boost brain mood health.
It's not just older folks who are interested in these benefits. Young people, especially Millennials and Gen Z, are really into mental wellbeing. About 30% of them say they're trying to live healthier lives because they're worried about their mental health.
Moreover, 24% of people have used supplements to help with their mental or emotional well-being.
So, what does this mean for you? If you're thinking about starting a business in the supplement industry, paying attention to what supplements sell the most, especially those that help with mood, stress, and mental well-being, could be a smart move.
With so many people looking for natural ways to feel better, supplements that target these areas are in high demand.
Boosting Energy with the Supplement Gummies

Feeling tired all the time? You're not alone.
Many of us are looking for that extra boost to help us get through our busy days. The good news is, that there's a growing trend in the supplement market that might just be the solution we're all looking for: energy supplements.
Recently, a lot of new supplements have been launched that not only help with mood and brain health but also claim to boost energy and stamina. In fact, nearly half of these supplements are designed to give us that much-needed energy lift.
In North America, energy and stamina claims are super popular, making up 29% of all supplement claims. This trend is pretty similar in Europe, showing that the demand for energy-boosting supplements is a global phenomenon.
What's really cool is that gummies are becoming a popular way to take these energy supplements. They're easy to carry around and make getting your energy boost fun and tasty. Plus, they often contain B vitamins, which are key for energy. But it's not just about vitamins; herbs like ginseng and natural sources of caffeine, such as guarana, are also common in these supplements.
Did you know - that one in four people around the world use supplements to get more energy? In fact, Millennials leading the way!
So, if you're wondering about what supplements sell the most, energy-boosting products are definitely on the horizon.
Boosting Skin Health with the Right Supplements
Dryness, aging, and acne: a common problem across youth in North America.
Based on a 2022 survey in the United States, the top skin concern for Gen Z shoppers was acne, with dryness and pores following closely behind.
However, the supplement industry is offering a popular solution.
The skin health supplement sector is experiencing rapid growth, with an average annual increase of over 30% in dietary supplement launches from 2017 to 2021.
Europe led the charge in this booming market, accounting for 41% of nutricosmetic supplement launches during this time, while North America followed with 32% of the launches.
The most popular ingredient in these new skin health supplements is Vitamin C, known for its antioxidant properties and its role in collagen production. Following closely is Vitamin B7 (biotin), which is essential for maintaining healthy skin, hair, and nails. Other important ingredients include magnesium, Vitamin E, and other B vitamins, all of which play a role in skin health.
Interestingly, the flavor of these supplements is also evolving. While lemon used to be the go-to flavor, orange has now taken the top spot in new launches. Strawberry, red raspberry, and peach flavors are also becoming more popular, making it easier and more enjoyable to take these supplements daily.
Empowering Women's Health with Targeted Supplements

When it comes to health and wellness, women have unique needs at different stages of their lives.
Recognizing this, there's a growing trend in the supplement industry focusing on female health and wellness.
However, instead of addressing specific health concerns, women-focused supplements are providing holistic support.
In recent years, we've seen a significant uptick in the availability of supplements designed specifically for women. These products are not only aimed at providing essential nutrients like iron and calcium but also offer relief from common symptoms associated with menstruation, pregnancy, and menopause.
What's more, many of these female-focused supplements include ingredients that boost mood, support sleep, and reduce inflammation, offering a comprehensive approach to women's health.
The global market has responded positively to this trend, with supplements targeting women's health and pregnancy/breastfeeding needs growing at impressive rates (CAGR +16.4% and +19.8%, respectively, over the past five years).
Iron, royal jelly, vitamin E, mushroom extract, collagen, green tea extract, and protein - are becoming some of the popular choices for supplements that offer holistic support.
Speaking of ingredients, are you also wondering what are the top supplements in demand across the market in 2024? Let’s find out!
Discover the Top 10 Supplements in the U.S.
Vitamin D: Essential for bone health and immune function, Vitamin D is available in two forms, D3 and D2. It's recommended in doses ranging from 400–4000 IU daily to combat deficiency risks like fractures and depression.
Magnesium: This mineral supports over 300 biochemical reactions in the body, including nerve function and energy production. Though mostly obtained from food, supplements can help those with deficiencies reduce inflammation.
Fish Oil: Rich in omega-3 fatty acids, fish oil supports heart, brain, and eye health. Despite potential side effects like a fishy aftertaste, its anti-inflammatory properties are highly sought after.
CoQ10: Acting as an antioxidant, CoQ10 may benefit heart health and counteract side effects of statin medications. Dosages typically range from 100 to 200 mg.
Multivitamins: A go-to for filling nutritional gaps, multivitamins should complement a healthy diet. It's crucial to choose a product that matches individual health needs.
Probiotics: For digestive health, probiotics with at least 1 billion CFUs, particularly strains of Lactobacillus and Bifidobacterium, are recommended.
Turmeric: Known for its anti-inflammatory and pain-relieving properties, turmeric is explored for conditions like osteoarthritis and depression.
Vitamin C: An antioxidant that supports the immune system and healing process. Regular intake of Vitamin C is common, though high doses may lead to kidney stones.
B-Complex Vitamins: These vitamins support various bodily functions, including energy production and brain health. Supplementation may be necessary for individuals with specific dietary restrictions or health conditions.
Vitamin B-12: Important for energy and brain function, B-12 supplementation is often considered for its potential to boost energy levels, especially in those with a deficiency.
Studies show that the vitamin segment is anticipated to dominate the market from 2024 to 2030. Moreover, the capsule form is expected to lead the market. Additionally, sports supplements are forecasted to take the lead.
Manufacture High-Quality Supplements With Vedic Ventures

These insights are important to keep in mind to establish a successful supplement brand.
Successful supplement businesses are earning almost $400,000 in revenue and $160,000 in profit.
So, how can we help you?
Understanding the complexities of the nutraceutical industry, we simplify the process for you.
As a leading supplement manufacturer in Canada, we pride ourselves on our commitment to quality, innovation, and sustainability. Our comprehensive services, from product development to contract manufacturing, are designed to bring your vision to life with precision and excellence.
We also have years of expertise in regulatory compliance and NPN licensing. So, you can rest assured that your products meet the highest standards and gain smooth market entry.
Remember how we were discussing the diverse demands in product forms? Well, we offer flexible packaging and responsive labeling solutions, allowing your products to stand out while emphasizing eco-friendliness. Whether it's capsules, gummies, tablets, or any other form, we deliver supplements that resonate with your brand's identity and values.
So, what's the next step?
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