Supplement Consumer Trends, 2022 Data
Supplement Market Research and Consumer Insights
THE SUPPLEMENT CONSUMER, DECODED
Only 7% of supplement consumers say they’ve consumed medicinal mushrooms—but when presented with specific varieties, 32% report having taken at least one in the past 12 months. That perception gap is a growth lever hiding in plain sight.
Nextin™ Supplement Trends maps the need-states, format preferences, ingredient adoption curves, and psychographic motivators shaping the next wave of supplement market growth.
From immunity and gut health to adaptogens, functional foods and beverages, and the purchase-drivers that convert interest into trial, Nextin translates proprietary consumer data into the supplement market research that keeps ingredient suppliers, brands, and retailers ahead of the category.
Built for Professionals Driving Supplement Market Growth
This Nextin Research package equips supplement industry professionals with validated consumer data needed to make confident, high-stakes decisions:
- Brand and product development teams: Identify emerging need-states, pressure-test format and ingredient concepts, and refine positioning with supplement market research that reveals what consumers seek—and what they avoid
- Ingredient suppliers: Quantify consumer demand for vitamins, adaptogens, probiotics, and functional ingredients, and pinpoint where adoption is accelerating faster than awareness
- Retailers and category managers: Use cross-channel purchase data and format preference insights to build supplement assortments aligned with how consumers actually shop
- Investors and analysts: Evaluate category momentum using consumer data and insights on proactive health adoption, functional food crossover potential, and the consumer willingness signals that underpin supplement market growth
- Executives and strategists: Anchor long-range planning in current psychographic data, lifestyle indicators, and the benefit-driven trends reshaping the VMS market
The supplement category rewards those who anticipate consumer needs. If your planning relies on VMS market research that looks at past sales data rather than emerging trends, let Nextin bridge the gap.
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What’s Included: Forward-looking Supplement Market Research
Data Vintage: March 2022 survey of 766 U.S. adults aged 18 and older who reported consuming supplements daily, when they have a specific need, or infrequently within the past six months. Nextin’s proprietary consumer research is built by supplement market experts for supplement market innovation.
The Insights Report (22 pages): Forward-looking analysis of supplement trends spanning need-states, format preferences, immunity, gut health, adaptogens, medicinal mushrooms, label claims, and psychographic motivators. Includes 2020-to-2022 comparisons, behavioral subgroup profiles (biomarker testers, microbiome-focused consumers), and first-time purchase driver analysis. Designed to support product development, ingredient positioning, and executive decision-making.
The Charts (41 charts in PowerPoint): Editable, presentation-ready visuals covering every major topic in the report. Formatted for investor presentations, retail buyer meetings, and internal strategy sessions and ready to integrate into your next deck or board package.
Detailed Tables of Contents
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Supplement Insights Report: Full Table of Contents (22 pages)
Supplement Category Trends and Consumer Insights
a Nextin Research Trend Report
Executive Summary
Methodology
Detailed Findings
- Shifting Demand for Supplements by Need-State
- Top Need-States | 2020 vs. 2022
- Perceptions of Personal Health by Need-State
- Reasons for Consuming Supplements
- Reasons for Taking Supplements, In General
- Reasons for Taking Immunity Supplements
- Reasons to Exclude from Consideration
- Format Preferences
- Formats and Perceived Frequency of Consumption
- Functional Indulgence in Beverages
- Natural Flavors
- Herbal and Botanical Flavors
- Functional Indulgence in Foods
- Label Claims and Ingredients
- Key Label Claims
- Top Supplements | 2022
- Comparison | 2022 vs. 2020
- Top Adaptogens
- Medicinal Mushrooms
- Top Medicinal Mushrooms
- Immunity
- Top Immunity Supplements | Vitamins and Minerals
- Top Immunity Supplements | Other
- Researching Supplements
- Researching Supplements
- Consumption Cessation
- Purchase Decision Influencers
- Top Information Sources
- Behavioral Categories | Biomarker Testing; Gut Health and Microbiome
- Awareness of Biomarker Tests
- Top Adaptogens | Average vs. Biomarker Subgroup
- Awareness of the Microbiome
- Attitudes About Gut Health
- Supplements for Gut Health
- Top Adaptogens | Average vs. Microbiome Subgroup
- Psychographic Motivators | Active Living and Personal Nutrition
- Frequency of Personal Health Activities
- Attitudes About Healthy Living
- Wearable Technology
- Attitudes About Personal Nutrition
- Attitudes About Supplementation and First-Time Purchase Factors
- First-Time Purchase Factors
- Most Sought-After Attributes
- Top Online Channels
About Nextin Research
About MarketPlace
Index of Charts (41 charts in PowerPoint)
Nextin Supplement Consumer Trends and Market Research
41 PowerPoint Charts
Supplement Consumer Behaviors and Need-States
- Supplement Consumption Behaviors and Need-States
- Motivations for Supplement Consumption
- Need-States Purchased, Prior 12 Months
- Motivations for Immune Health Supplement Purchase
- Changes in Health and Wellness Over 2 Years
Delivery Systems, Formats, and Functional Crossover
- Nutraceutical Delivery Systems, Anticipated Frequency
- Perception of Efficacy by Delivery System
- Functional Beverage Preferences
- Flavors Preferred in Better-for-You Beverages
- Botanical Flavors Preferred in Better-for-You Beverages
- Functional Food Preferences
Attitudes, Wellness, and Psychographics
- Supplement Consumers’ Attitudes Regarding Dietary Supplements
- Consumer Perceptions of “General Wellness”
- Intangible Benefits Sought from Supplements
- Supplement Consumers’ Rituals Regarding Personal Wellness
- Supplement Consumers and Personal Nutrition
- Supplement Consumers’ Attitudes and Experiences Regarding Personal Health
- Attributes Sought in Nutrition Products
Ingredients, Adaptogens, and Mushrooms
- Consumed in Supplements, Prior 12 Months
- Adaptogens Consumed in Supplements, Prior 12 Months
- Functional Mushrooms Consumed in Supplements, Prior 12 Months
- Discontinued Consumption in Supplements, Prior 12 Months
- Nutraceuticals Researched, Prior 12 Months
Immunity and Gut Health
- Vitamins and Minerals Sought in Immune Support Supplements
- Ingredients Sought in Immune Support Supplements
- Nutraceuticals Sought in Gut Health Supplements
Purchase Drivers, Influences, and Shopping Channels
- Deterrents to Purchase Consideration
- Influences That Motivate Supplement Trial
- Supplement Purchase Considerations
- Supplement Purchase Influencers
- Nutrition and Supplement Information Sources
- Online Retail Channels for Supplement Purchase, Prior 12 Months
Supplement Consumer Demographics
- Supplement Consumer Demographics: Gender
- Supplement Consumer Demographics: Children in Home
- Supplement Consumer Demographics: Age Group
- Supplement Consumer Demographics: Household Income
- Supplement Consumer Demographics: Community Type
- Supplement Consumer Demographics: U.S. Region
Explore Integrated Services
Do More with Nextin Supplement Trend Data
These additional services help you uncover specific details about your audience or product segment, inform innovation strategy, and enhance your presentations.
Custom Data Slice: $2,500
Additional data analysis based on a single set of criteria; includes a customized Executive Summary. Get in touch to learn more.
Strategy Consulting; $5,000
Consulting from an experienced Strategist in your category. Discuss the possibilities specific to your ingredient, product, or brand. Includes a documented Executive Summary. Learn more.
Protocept Renderings: $7,500 for a set of 3
Illuminate the possibilities with three digital product protocept mockups that demonstrate how innovation might come to life in a packaged good. Ideal for presentations. Includes discovery call, delivered in PNG and JPG formats. See protocept examples.
A Preview: The Insights Inside
The Adaptogen Advantage: Biomarker and Microbiome Subgroups
About 22% of supplement consumers report having purchased products to support their microbiome, and this subgroup’s ingredient profile diverges sharply from the average:
- Take ginseng, ashwagandha, and maca at notably higher rates than the average supplement consumer
- More likely than average to have taken guarana, medicinal mushrooms, and holy basil
Strategic implication: Consumers who actively support their microbiome over-index on adaptogenic ingredients across the board—and the data reveals which specific adaptogens, information sources, and purchase triggers resonate with this high-engagement subgroup.
The full report includes behavioral profiles for biomarker testers, microbiome-focused consumers, and immunity-driven purchasers, plus 2020-to-2022 trend comparisons, format crossover analysis, and first-time purchase driver data across the full supplement consumer audience.
Supplement Market Coverage
This research spans the consumer dynamics, ingredient trends, and behavioral drivers that matter most to supplement market growth:
- Need-States and Demand: Shifting priorities across energy, immunity, hair/skin/nails, and heart health; proactive vs. reactive supplement use; 2020-to-2022 comparisons
- Formats and Functional Crossover: Daily consumption willingness by format, functional beverage and food appeal, flavor preferences in natural and botanical categories
- Ingredients and Adaptogens: Top supplements consumed, label claim desirability, adaptogen adoption, medicinal mushroom awareness and usage gaps
- Immunity and Gut Health: Immunity supplement associations, gut health attitudes, microbiome awareness, probiotic and prebiotic adoption
- Cross-Cutting Analysis: Consumer psychographics, biomarker and microbiome behavioral subgroups, wearable technology usage, information sources and purchase influences, online shopping channels, first-time purchase drivers
Trusted Across the Supplement Industry
Nextin Research insights have been referenced by Nutraceuticals World, NutraIngredients, SupplySide, Nutritional Outlook, Nutraceutical Business Review, and leading ingredient, brand, and retail organizations.
A MarketPlace brand, Nextin pairs more than two decades of supplement and nutrition industry expertise with proprietary consumer research, delivering VMS market research and insights engineered for strategic action throughout the value chain.
Your Next Innovation Starts with Nextin
Instant access upon checkout. The complete research package—insights report, PowerPoint charts, and Consumer Intelligence Snapshot—is available for immediate download.
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