Highlights:

A consistent trend across all categories and conditions in 2019, regardless of formula, was a shift toward non-pill formats as consumers turned to gummies, powders, shots and effervescent formats. For the first time, non-pill format dietary supplement sales eclipsed pill formats accounting for 52% of sales across all channels, says Claire Morton Reynolds, senior industry analyst at Nutrition Business Journal. “Gummy supplements alone increased from 6% of the market to 13% of the market,” she says.

As an increasing number of consumers understand the role dietary supplements can play in overall health and prevention, the breadth of interest in supplements has transitioned from a focus on multivitamins to as Reynolds explains “modern conditions,” namely sleep, brain health (cognition and focus), eye health, digestive health, inflammation and immunity.

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