Consumers are increasingly health-aware and hungry for new and exciting trends in dietary and nutritional supplements. Meanwhile, the variety and scope of supplements nowadays is incredible…so much so that it’s a full-time task to keep up with the latest trends and consumer demands.
We’ve taken the hard work out of keeping pace with this vibrant sector by reviewing some of the latest data and commentary on the advances in the market to present this report on the top dietary supplement health trends.
Table of Contents
Supplements For Good Gut Health
You are what you eat, as the saying goes. It figures, then, that supplements to promote good gut health are a booming business right now. Let’s take a look at some of the hottest trends for 2020 to keep your digestive system running smoothly.
Prebiotics
Nutritionist Janet Helm reported back from the recent Academy of Nutrition and Dietetics’ Food and Nutrition Conference and Expo on the U.S. & World Report website, citing her number one supplement for this year as prebiotics, going one step beyond the more established probiotics.
Probiotics – live yeasts and bacteria that boost the digestive system – have been a popular supplement for years. But prebiotics are now trending. They are made up of fiber that can be found in the parts of foods that are not digested by the human body. They simply pass through the small intestine in an undigested state and are fermented in the large intestine. This fermentation feeds the good bacteria in our gut, improving digestive health.
But prebiotics have lots of other benefits too. They are believed to reduce inflammation in the body, improve immunity and lower cholesterol. They can help you absorb calcium for healthy, strong bones. And they keep the cells that form the lining of your intestine in good shape. The latest studies are also hopeful that they will prove to play an important role in combatting obesity and helping to alleviate the symptoms of digestive conditions such as irritable bowel syndrome.
Licorice
Best known as a sugar-laden candy that we all enjoyed when we were kids, licorice in its purest form has some valuable health benefits. The Natural Grocers site has identified DGL (deglycyrrhizinated licorice extract) supplements as a key trend in maintaining gut health for 2020…or you could say that licorice is making a comeback as it’s been used since Ancient Egyptian times to keep digestion running like clockwork.
This naturally sourced supplement keeps your digestive system healthy in a number of ways. It is a powerful antidote to the bacteria H. pylori, which can cause ulcers and gastritis. It can also heal any existing ulcers, help the body to produce mucin, a glycoprotein that shields the lining of the stomach, and soothe heartburn and indigestion.
As the name suggests, the supplement has had the glycyrrhizin removed to prevent side effects such as raised blood pressure, just leaving behind all the good stuff to keep your gut happy and healthy.
Digestive Enzymes
Mordor Intelligence has identified digestive enzymes for improved gut health as another growing trend to watch in 2020, thanks to the demands of an ageing population and an increased awareness of disorders affecting digestive health.
Digestive enzymes help the human body break down food and absorb nutrients. While our bodies produce enzymes naturally, sometimes there just aren’t enough to do their job properly. For the millions of Americans (as many as 70 million according to a report by the National Institute of Diabetes and Digestive and Kidney Diseases) who suffer from conditions such as bloating, diarrhea, constipation or irritable bowel syndrome (IBS), digestive enzyme supplements are a lifeline.
What’s great about these supplements is that they can target whichever type of food you have difficulty in digesting. So, lipases will break down fats, proteases are good for proteins and amalyses can help you digest sugars and starches. This helps you personalize your supplement regime to make a real difference to your health status.
Anti-aging And Beauty Supplements
Blurring the boundaries between nutrition, anti-ageing and beauty, there’s a whole category of supplements (“nutricosmetics”) that ticks all these boxes…and the appetite for these is set to soar in 2020. The bonus is that many of these supplements not only deliver a beauty benefit, but a health benefit too!
Collagen
According to a Cosmetics Business report, collagen, and marine collagen to be precise, is a trend topper here. Collagen supplements are said to improve the quality of the skin, providing it with vital moisture to plump it up and iron out wrinkles, as well as boosting joint, bone and connective tissue health.
The report says that the market in collagen is expected to get to a level of $6.63 billion in the next five years, with marine collagen showing the most dramatic increase.
Marine collagen is favored over porcine or bovine collagen thanks to its superior absorption rate. It’s also said to be the best at improving your skin, nails and hair, as well as the strength of your bones.
Hyaluronic Acid
Traditionally used in cosmetic creams and as a filler, one of 2020’s unexpected trends is the advent of hyaluronic acid available in a gel or capsule form.
Hyaluronic acid is a substance found naturally in the human body. It’s a lubricant, keeping your tissues moist and your skin supple. As you age and are exposed to pollutants, it decreases in volume which is where supplements come in. Aside from the beauty benefits, hyaluronic acid is also believed to help speed up wound healing, relieve joint pain and keep bones strong and healthy.
A report by Mordor Intelligence says that it’s these properties that are going to help boost the worldwide hyaluronic acid products market by a CAGR (compound annual growth rate) of 9.8% for the interval 2019 to 2024, with North America retaining the biggest share in the market.
So, expect to see more of this natural and versatile miracle worker in 2020 and beyond, thanks to the growing interest in nutricosmetics and the additional health benefits these products can offer.
Astaxanthin
If you haven’t already heard of astaxanthin, it’s guaranteed to roll off your tongue in 2020. In a recent report, MarketResearch.com says that interest in astaxanthin has “sky-rocketed” and is set to continue, due to its health and beauty benefits and its traceability to natural sources.
Astaxanthin supplements are made from the compound found in a variety of sea life including microalgae, shrimp and salmon, giving it its distinctive pink colour.
A study dating from 2012 found that when an astaxanthin supplement is combined with topical application it has the effect of shrinking age spots, helping the skin to retain moisture and reducing the appearance of wrinkles.
And thanks to its anti-oxidant properties, it has beneficial effects in fighting cancer and improving blood flow, thus protecting against heart disease. With many private label supplements in the collagen sector there are many choices when choosing a high quality collagen for your particular needs.
Supplementing Your Brain Power
Consumers are increasingly mindful of the link between good nutrition and its effect on the brain, especially as according to the U.S. Census Bureau, by 2030 one in five U.S. residents will be of retirement age. Let’s look at how people can keep their gray matter in tip-top condition in the decade leading up to this momentous date.
Nootropics
WholeFoods Magazine, an authoritative source of emerging patterns in the natural products sector, has identified nootropics or smart nutraceuticals as a vital new trend in the world of supplements.
These smart supplements feed the brain with energy, enhancing blood flow, improving the performance of brain cells and strengthening this vital organ against stress.
Examples include Huperzine A, which derives from the Chinese club moss plant. This powerful substance is believed to boost levels of acetylcholine, a neurotransmitter that sends signals to cells all around the body. This combats issues associated with dementia and memory loss, with some studies finding its use linked to better cognitive function in patients with Alzheimer’s disease.
Antioxidants
Antioxidants – a popular supplement for many years – are here to stay in 2020 and beyond. They protect the cells in your body against molecules called free radicals, which can contribute to the development of diseases such as cancer and heart disease.
According to PR Newswire, black seed is the hot trending antioxidant for the coming year. Also known as black cumin and black caraway, this little seed is packed with antioxidants which as well as enhancing your physical health, can also counteract memory loss and a decline in mental ability as you age.
Also look out for well-established antioxidants that are ever popular or making a comeback. Vitamin E is a tried-and-tested supplement that fights free radicals and has been found in studies to slow the progress of mild or moderate Alzheimer’s disease. You can read more about this amazing property here. It’s no wonder that according to a report by Mordor Intelligence, the demand for Vitamin E is predicted to grow steadily over the next few years.
CBD
PR Newswire also identifies cannabidiol or CBD as an upcoming supplement trend. CBD is a compound called a cannabinoid that derives from the cannabis plant. It’s a different one from that associated with the high experienced by smokers of cannabis (THC).
CBD is increasing in popularity and availability, and looks to gain ever more ground in 2020. Unlike THC, it does not have the psychoactive effect of giving you a high. Instead it is believed to offer a number of physical and mental health benefits including soothing anxiety, alleviating stress and helping people overcome depression.
In the United States CBD is legal as long as it is extracted from hemp, a variety of cannabis that contains a maximum of 0.3% of THC.
CBD’s safety and versatility – you can take it in oil form as drops under the tongue, in lotions or patches directly onto the skin or blended into candies or gummies – has increased its popularity.
Building Good Health With Protein Supplements
Grand View Research says that worldwide the market for protein supplements is set to be worth $21.5 billion by 2025, enjoying a steady increase in popularity. Traditionally used by bodybuilders and athletes wanting to gain body mass, there is now a growing appetite for using protein supplements for more mainstream health reasons, such as protecting against cardiovascular disease.
Dairy Protein Supplements
Traditionally, proteins supplements have been derived from dairy products and can be used for a variety of purposes. As we’ve seen above, they’re great for building muscle, but can also be used as part of a weight loss regime. This is because consuming protein makes you feel fuller for longer, so inhibiting your appetite and contributing to weight loss.
Plant Protein Supplements
But what if you’re sensitive to or allergic to dairy products? Plant based protein supplements are seeing an upsurge to fulfil this gap in the market. The protein comes from peas, legumes and seeds, so can be used by anyone with dairy issues or following a vegetarian or vegan diet.
They have many added benefits, for example plant protein contains good quantities of soluble and insoluble fiber, which respectively help us to full satisfied after consumption and aid our digestive systems. This high fiber content has the added advantage of boosting our metabolism – so it’s an all-round winner!
Formats…Not What You Take, But How
It’s not just what you choose to take as a supplement, but how you take it. One of the key trends for the upcoming 12 months is the plethora of new ways in which your supplement is available to you. No longer restricted to tablets or powders, these exciting new formats now include gummies – which are officially no longer just for kids!
Drinks
Cosmetics Business says that while traditional tablets and capsules remain the most popular way to take nutrition and dietary supplements, drinks are fast catching up. They have many advantages, and are especially useful for people who experience difficulty in swallowing tablets, or are perhaps recovering from illness or a surgery.
Protein supplements encapsulate the growing trend towards health and nutrition drinks. While usually consumed in powder form, they are now readily available within drinks in a whole range of flavors. This makes taking them more of a pleasure than a chore. The same principle can be applied to almost any form of supplement, which makes this a particularly versatile and useful medium.
Gummies
Originally created to make taking vitamins more appealing to children, gummies are fast becoming an attractive method of getting your dietary and nutritional supplements. 
In fact, Business Wire says that the gummy vitamin market worldwide is set to increase with a CAGR of 5.3% in the period 2019-2025.
This steady growth reflects the increasing popularity of this easy way to take your vitamins. Gummies are also work well for supplements such as CBD, collagen or prebiotics – almost anything, in fact!
What’s more, they are not simply candies loaded with sugar and other counterproductive ingredients. Using the latest technology, manufacturers are able to produce gummies with unique formulas that can contain natural colorings, reduced sugar or increased fiber, for example.
Softgels
Although softgels have been around for a while, they are currently undergoing a surge in popularity. In fact, a Transparency Market Research report has recently predicted an “exceptional” rate of growth for the use of softgels.
These are shells usually made from gelatin – or vegetarian alternatives – which contain liquid or a semi-solid supplement inside. They appeal to consumers as they’re easy to store and swallow, and are available in a whole spectrum of colors and flavors. Another great advantage is that the contents are absorbed quickly and readily by the body, getting to work in double-quick time.
Softgels are especially suitable as a medium for oils or liquids that may otherwise have a slightly unpleasant smell or taste – fish oils, for example. Because they are airtight, the user experiences no unpleasant taste or smell, and their construction also means that they are sealed against bacterial and other contamination.
The Final Word
Our review of the emerging trends in dietary supplements for the year ahead has taught has many things, not least of which is that consumers are becoming increasingly aware of the importance of good nutrition and are seeking the latest and most innovative supplements to achieve this.
While we’ve highlighted the top trends as confirmed by industry experts, there are still many layers of this exciting market to discover.
Expect to see consumers becoming even more demanding when it comes to the transparency of products – with their increased knowledge they are targeting products that contain exactly the ingredients they seek, and expect products to be clearly labelled with the ability to find out more from websites and social media.
The personalization of supplements is something we are set to see more of as we head into 2020. More sophisticated tests mean that consumers have a greater insight into the nutrients their body needs, and will go looking for a supplement regime that supports this knowledge.
What’s certain is that the popularity and increasing sophistication of dietary and nutritional supplements is set to reach new heights over the next 12 months. Without a doubt, by the time we identify the next set of trends there will be a whole spectrum of new and exciting products out there to discover!
