2024 Supplement Trend Report: Emerging Categories & Form Factors
The supplement landscape is evolving rapidly, with growth in both traditional categories and entirely new segments. Emerging product types such as sleep-enhancing gummies and shilajit resin are carving out a loyal customer base.
Search interest in “sleep gummies” is up 288% in the last five years, driven by consumer demand for non-invasive, flavorful support for restful nights. Similarly, Himalayan shilajit resin — a naturally occurring mineral-rich substance — has experienced 99X search growth, propelled by interest in natural energy and nutrient absorption boosters.
These new categories reflect a shift toward function-forward supplementation that blends science, taste, and convenience. For white-label brands, this presents a unique opportunity to differentiate with innovative ingredient stacks and delivery methods.
Source: Grand View Research, Google Trends
The Age of Hidden Health: Functional Foods & Gummy Delivery
Consumers are embracing “unnoticeable” supplements that integrate seamlessly into everyday routines — including formats like turmeric coffee, mushroom lattes, and even chocolate collagen. These innovations satisfy a growing desire for convenient, enjoyable supplementation.
| Trend | Search Growth (5 yrs) |
|---|---|
| Mushroom Coffee | +1143% |
| Chocolate Collagen | +135% |
| Gummies (Collagen, Magnesium, Mushroom) | +500–1000% |
For contract supplement manufacturers, functional gummies continue to show explosive growth across nearly every category. Whether it’s collagen, shilajit, or adaptogens, consumers appreciate flavorful, on-the-go options — making gummy production a core capability for any supplement brand scaling in 2024.
Expanding Your Product Line: Niche Segments Driving Growth
Several high-growth verticals have emerged within the supplement space that white-label and wholesale partners should pay close attention to:
- Vegan Supplements: Plant-based collagen alternatives and vegan Omega-3s are increasingly popular with health-conscious consumers.
- Pet Supplements: Owners seek solutions for gut health, joint support, and coat care — especially probiotics and multivitamins for dogs.
- Kids’ Formulas: Gummies targeting immunity, growth, and brain health are in high demand. Brands like TruHeight are growing fast in this space.
- DTC + Retail Crossover: Digital-first brands like Truvani and Ancient Nutrition now dominate shelves in Whole Foods and other retailers.
As you expand your brand’s offerings, consider developing family bundles, subscription-ready SKUs, or market-specific gummies for unique diet or lifestyle preferences (e.g., keto, low FODMAP, pescatarian).
Data sources: SPINS, Statista, Google Trends, Grand View Research
Ready to Partner with a Manufacturer That Cares?
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