The vitamins and supplements space has seen its fair share of ups and downs in 2023, but top performers are still driving it to overall growth. Like many areas of health and wellness, vitamins and supplements were affected by inflation concerns, evolving consumer values and changing trends—all of which shifted the category’s landscape.
Strong growth from performance nutrition (34.3%) and protein supplements and meal replacements (14.1%) are among the bright spots leading the double-digit growth, based on data from SPINS, a leading wellness-focused data company.
Among the top performing supplements are hydration, 49.0%, and performance, 31.9%, which easily outpace the nearest growers, energy support at 6.3% and digestive health at 3.8%. This focus on health suggests shoppers are looking for supplements that address issues they can see clear progress on. Staying active remains a growing priority for consumers throughout life. An increased focus on health span rather than life span will continue to bring in new consumers of all ages and drive forward these types of products for years to come.
While most vitamins and minerals have been trailing sales compared to a year ago, the minerals subcategory grew 5.2%. Within homeopathic medicines, growth came from homeopathic singles, 20.8%, and formulas, 2.6%. With 8.1% growth, fiber products and laxatives led probiotics and digestive aids.