The supplement market is an ever-changing landscape driven by consumer preferences, knowledge and technological advancements. In today’s market, many consumers are adopting a preventative approach to their health and are looking for targeted nutrition for different life stages.

Here we look at what emerging trends you should be tapping into in the supplement space to ensure your range stays at the forefront of consumers' minds.

Plant-Based Supplements and Clean Label

Consumers are becoming increasingly concerned about sustainability and making more ethical choices. This has resulted in many people taking steps to introduce plant-based food and supplements into their diets.

People are looking for labels with shorter ingredient lists that are free from additives and artificial ingredients. They also want to see ingredients on the label that they recognise.

Immune Support

A lasting concern from the global pandemic is the importance of a strong immune system. This has led to an increased demand for immune-boosting supplements containing well-known ingredients such as vitamin C, vitamin D, zinc and elderberry.

Sports Nutrition

Sports nutrition is a well-established supplement category and continues to cater for professional athletes and bodybuilders, to casual gym goers and fitness enthusiasts. According to data from Innova Market Insights, 25% of global consumers have taken supplements to improve their physical health.

Ingredients that we see growing in interest include creatine, amino acids and protein.

Cognitive and Mental Wellness

Innova Market Insights reports that 22% of global consumers have taken a supplement to improve their mental and emotional well-being. This is an area that continues to see growth with popular supplement ingredients including omega-3 fatty acids, B vitamins and calming herbal ingredients.


These supplements focus on the idea of beauty starting with inner health. Products target skin, hair and nail health. Beauty-from-within supplements are often marketed as a more natural and holistic approach to beauty with supplements complimenting existing topical skin and hair products. Trending ingredients include hyaluronic acid, collagen, biotin and antioxidants.

Do you need support to launch a new trending supplement? At Opalbond we specialise in creating, developing and delivering private-label supplements for various need states.

Get in touch with a member of our team today to discuss how we can help with your next NPD project.