Supplement Trends, 2023 Data

Supplement Market Research and Consumer Insights

SUPPLEMENT CONSUMER TRENDS FOR THE NEXT ERA OF SUPPLEMENT INNOVATION

81% of supplement consumers report they would try a new supplement because it meets a specific need—but only 48% fully believe dietary supplements are worth the money. That credibility gap shapes every decision from ingredient influence to decisions at shelf.

Nextin™ Supplement Trends maps the need-states, format preferences, ingredient demand signals, and purchase influences defining the next wave of supplement, functional food, and functional beverage innovation.

From the convergence of supplements with everyday foods and beverages to the retail channels gaining ground with supplement shoppers, Nextin translates supplement consumer survey data into intel that keeps supplement innovators ahead of shifting demand.

Built for Professionals Navigating the Supplement Landscape

This Nextin Research package equips supplement industry professionals with current, validated consumer data to sharpen high-stakes decisions across the value chain:

• Supplement brand and product teams: Identify unmet need-states, pressure-test format and ingredient concepts, and refine positioning with supplement consumer trends data that reveals what motivates—and what excludes—a product from consideration
• Ingredient suppliers: Quantify consumer demand for nutraceutical ingredients, adaptogens, and functional mushrooms—and understand which delivery systems and attributes resonate most with supplement shoppers
• Retailers and category managers: Leverage online and in-store channel data to optimize supplement assortments as shopping behaviors shift across Amazon, mass retail, grocery, and pharmacy
• Investors and analysts: Assess supplement category growth potential with insights into need-state consolidation, format adoption curves, and the functional food convergence reshaping competitive boundaries
• Executives and strategists: Anchor long-range planning in supplement consumer psychographics, wellness definitions, and the trust dynamics that underpin brand loyalty and trial

The supplement category is converging with functional foods and beverages, and consumer expectations are evolving just as fast. If your strategy relies on data that doesn't reflect these shifts, this supplement report closes that gap.

Explore sample content and see how Nextin supplement survey data analysis applies to your category:

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What's Included: Supplement Market Research You Can Act On

Data Vintage: September 2023 survey of 687 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—among the most comprehensive primary consumer research available in the supplement category.

The Supplement Insights Report (20 pages): Forward-looking analysis of supplement consumer trends spanning need-states, purchase motivations, the convergence of supplements with functional foods and beverages, nutraceutical ingredient trends, flavor preferences, format adoption, and retail channel shifts. Includes year-over-year comparisons to the Nextin 2022 supplement study. Designed to support product development, brand strategy, and executive presentations.

The Charts (39 charts plus data tables in PowerPoint): Editable, presentation-ready visuals covering every major topic in the supplement survey. Charts and tables are formatted to easily drop into your presentations for retailer meetings, board-level decks, and internal strategy reviews.

The Consumer Intelligence Snapshot (Excel): A quick reference guide to survey response data from 687 supplement consumers. Includes a proprietary summary of survey data for quick-reference supplement consumer intel.

Detailed Tables of Contents

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A Preview: The Insights Inside

The Functional Convergence Opportunity

While 67% of supplement consumers report willingness to take supplement pills (capsules, tablets) daily, a substantial share is gravitating toward delivery systems that blur the line between supplementation and everyday consumption:

• 34% report beverages among their preferred daily delivery systems for nutraceutical ingredients
• 29% prefer bars and 29% prefer chocolates or caramels as daily supplement formats
• Coffee and tea drinks lead preferred functional beverage types,
• Onterest in RTD smoothies and RTM shakesdeclined year-over-year

Strategic implication: The convergence of supplements, functional foods, and functional beverages is expanding the addressable market. Nextin data reveals exactly which formats, flavors, and ingredients are gaining traction as consumers seek to integrate nutraceutical benefits into daily routines.

The full supplement report includes detailed analysis of need-state shifts, nutraceutical ingredient trends, adaptogen and mushroom consumption, beverage flavor preferences, purchase influences, psychographic profiles, and year-over-year retail channel data.

Supplement Market Coverage

From need-state demand to retail channel dynamics, this supplement survey covers the consumer insights that matter most for supplement, functional food, and functional beverage innovation:

• Need-States and Motivations: Benefit demand year-over-year, consumer motivations for supplementation, wellness definitions, psychographic profiles
• The Supplement-Food-Beverage Convergence: Preferred delivery systems, functional beverage types, flavor preferences for better-for-you beverages, snackable supplement formats
• Nutraceutical Ingredient Trends: Top supplement ingredients consumed, medicinal mushroom adoption, adaptogen usage, priority attributes in functional foods and supplements
• Shopping and Purchase Influences: Purchase influencers, exclusion factors, ingredient and category research behaviors, nutrition information sources, online retail channel shifts
• Cross-Cutting Analysis: Year-over-year comparisons (2022 vs. 2023), consumer psychographics, trust and value perceptions, brand familiarity dynamics

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 draws on more than two decades at the intersection of supplement, food, beverage, and pet nutrition markets—translating proprietary consumer research and supply chain perspective into insights that drive innovation, not just observation.

Turn Consumer Data Into Your Competitive Edge

Instant access upon checkout. The complete research package—supplement insights report, PowerPoint charts, and Consumer Intelligence Snapshot—is available for immediate download.

Questions?

See sample supplement consumer trends content and discover how the data connects to your ingredient, product, or brand strategy:

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