Global New Launched Dietary Supplement Insights 2023/1

new launched dietary supplement insights

Global New Launched Dietary Supplement Insights 2023/1

New product launches of global dietary supplements continue to grow rapidly.

From October 2017 to September 2022, the number of new global dietary supplement launches will increase by 2.5 times. Combined with the analysis of raw materials, claims, packaging, etc., of new nutritional supplement products, the future trend of dietary supplements can be further explored.

Subcategory Analysis

Vitamin/mineral and plant/herbal supplements are the subcategories with the highest proportion of new dietary supplements. From October 2021 to September 2022, nearly 1/3 of new dietary supplement products were vitamin/mineral supplements, while 1/4 were plant/herb supplements.

Hairdressing and manicure products are subcategories with high growth rates. The annual compound growth rate in the past five years is +49%, making it the third subcategory of new dietary supplement products last year.

Lovely life be understood vitamin gummies
Lovely Life Be Understood Vitamin Gummies (Slovenia, November 2022)

Lovely Life Be Understood Gummies help adults refuel and improve their energy. The product contains 10 vitamins, minerals, and antioxidants, including vitamin B12 powder, vitamin B6 powder, vitamin D, vitamin C, vitamin E, vitamin A, biotin, iodine, and more.

Product Claim Analysis

“Immune health” was the most widely used product claim in dietary supplements, accounting for a third of new launches in the category last year. Nearly half of the respondents to a global consumer survey by Innova the previous year said one of the main reasons they take dietary supplements is to boost immunity. Besides that, brain and emotional health, energy and stamina, and skin health are also major claims of dietary supplements.

At the same time, the product claims of dietary supplements are becoming more and more diversified. According to the Innova Market Insights Tracker, claims on ‘Mental Acuity,’ ‘Sleep Health,’ ‘Lung Health,’ ‘Energy & Stamina,’ and ‘Skin Health’ have seen significant growth in dietary supplement applications. As consumers’ needs for daily nutrition become more and more refined, the subdivision track of dietary supplements still has great potential for development.

Swanson Wio
Swanson Wio Put On Your Thinking Hat Supplements (USA, October 2022)

Swanson Wio promotes blood flow to the brain to achieve an optimal mental state. Aids in the production of brain-derived neurotrophic factors to promote neuronal health. Improve focus, attention, memory, and reflexes.

Raw Ingredients Analysis

Vitamin C is the most used ingredient in dietary supplement products worldwide. Nearly 30% of the products launched last year contained vitamin C. Other widely used raw materials are vitamin B6, vitamin D3 powder, vitamin B12, and vitamin E.

In addition, Innova also observed dietary supplement raw materials with strong growth momentum in the past five years: L-theanine bulk powder (CAGR of +102% in the past five years), zinc gluconate (+89%), citric acid Magnesium (+82%).

Puhdistamo L-Theanine Dietary supplement
Puhdistamo L-Theanine Dietary Supplement (Finland, October 2022)

Dosage Form Analysis

Capsules are the most common dosage form. Among the new dietary supplement products launched last year, nearly 30% of the products are capsules. There are more and more dietary supplements in the form of gummies, and their compound annual growth rate in the past five years is as high as +54%.

Revolution hair gummy
Revolution Hair Gummy (Ireland, October 2022)

Revolution Hair Gummy contains vitamins, minerals, and choline to help maintain healthy hair.

be so happy skin beauty gummies
Be So Happy Skin Beauty Gummies (Slovenia, October 2022)

Be So Happy Skin Beauty Gummies contain collagen, coenzyme Q10 bulk powder, and 4 kinds of vitamins.

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