The US supplement market is prevailing and showing signs of positive growth. Since the pandemic, consumers have begun to take the reins on their health and lifestyle choices, evidenced by a 133% rise in customer demand for vitamin and supplements in the past five years. According to Statista, in 2023 the category's market value sat at $42.6 billion, and this figure is predicted to rise to $70.8 billion by 2031. Recent data from Spate, compiled into the 2024 Supplement Trends Report, revealed that the market is undergoing a shift in consumer preferences, focusing on the demand for supplements that support sleep, hormonal balance, and overall well-being. The report looked at Google search data, including average monthly search volume increases and year-over-year (YoY) growth comparing the past 12 months ending March 2024. BeautyMatter outlines the key findings.

Supplements and ingestibles with the most significant increase:

• Magnesium, search volume 3.3M, increase +484.2K, +17% YoY growth 
• Vitamin B12, search volume 796.2K, increase 71.7K, +9.9% YoY growth 
• Electrolytes, search volume 315.7K, increase 43K, +15.8% YoY growth 
• Vitamin D, search volume 148.4K, increase 21.3K, +16.8% YoY growth
• Phentermine, search volume 684.7K, increase 20.3K, +3.1% YoY growth 
• Calcium, search volume 167.3K, increase 20K, +13.1% YoY growth 
• NMN supplement, search volume 47.9k, increase 12.9K, +36.7% YoY growth 
• Berberine, search volume 16.8K, increase 12K, +256.4% YoY growth 
• NAD supplement, search volume 33.3K, increase 9.9K, +42.1% YoY growth
• Nitric oxide, search volume 38.3K, increase 9K, +30.8% YoY growth

Supplements and ingestibles ranked by YoY growth:

• Berberine, search volume 16.8K, increase 12K, +256.4% YoY growth 
• Gla, search volume 1.5K, increase 12K, +256.1% YoY growth 
• Rutin, search volume 2.8K, increase +1.1K, +185.3% YoY growth 
• Lycopene, search volume 2.5K, increase +1.8K, +168.8% YoY growth 
• PQQ, search volume 5.5K, increase 1.6K, +166.1% YoY growth 
• Astaxanthin, search volume 3.6K, increase 3.5K, +158.3% YoY growth 
• PMDD, search volume 2.2K, increase 2.2K, +143% YoY growth 
• ADHCC, search volume 7.4K, increase 1.3K, +129.3% YoY growth 
• Lion's mane, search volume 8.3K, increase 4.2K, +117.9% growth 
• Spermidine, search volume 2.8K, increase 1.3K, 89.3% YoY growth

Supplement spotlight:

Spate gave the supplement spotlight to magnesium, which is currently being searched as a remedy for deficiencies (71K searches), sleep (55.6K searches), and anxiety (21.6K searches). Notable brands that were searched alongside magnesium included Nature Made (12K searches), Natural Calm (9.6K searches), BioEmblem (3.1K searches), and BIOptimizers (2.6K searches).

According to the report, consumers seek specific magnesium variations, from magnesium citrate to magnesium sulfate. While the competition for magnesium products is high, brands can stand out by capitalizing on educated consumers' desires and promoting the nuances of their formulas where possible.

Top reasons for seeking supplements and ingestibles by increase:

• Sleep, search volume 149.9K, increase 25.1K, +20.1% YoY growth 
• Parasite, search volume 69.4K, increase 16.7K, +31.5% YoY growth 
• Anxiety, search volume 92.5K, increase 16.4K, +21.5% YoY growth 
• Constipation, search volume 78.8K, increase 12.4K, +19% YoY growth 
• Blood pressure, search volume 67.2K, increase 9.1K, +15.7% YoY growth 
• Menopause, search volume 34.9K, increase 8.5K, +32.1% YoY growth 
• Migraine, search volume 22.2K, increase 7.9K, +55.7% YoY growth 
• Hair loss, search volume 95.5K, increase 7.5K, +8.5% YoY growth 
• Hormone balancing, search volume 7.3K, 4.8K increase, +193.8% YoY growth 
• Pregnancy, search volume 152.7K, 4.5K increase, +3% YoY growth

Top concerns by YoY:

• Mature skin, search volume 510, increase 508, +29.8K% YoY growth 
• Hyperthyroidism, search volume 720, increase 717, +27.7% YoY growth 
• HPV, search volume 950, increase 946, +22.3% YoY growth 
• Leptin resistance, search volume 1.1K, increase 840, +280% YoY growth 
• Vaginal dryness, search volume 910, increase 650, 250.5% YoY growth 
• Crepey skin, search volume 4K, increase 2.9K, +243.3% YoY growth 
• Endometriosis, search volume 1.2K, increase 800, +195.1% YoY growth 
• Hormone balancing, search volume 7.3K, increase 4.8K, 193.8% YoY growth 
• Diabetes, search volume 940, increase 602, +178.3% YoY growth 
• Brittle nails, search volume 1.9K, increase 1.2K, +157% YoY growth

Concerns spotlight:

The report highlighted hormone balancing as the primary concern driving an increase in the supplement market. With 7.3K average monthly searches and 193.8% YoY growth, the increase in interest in hormone-balancing supplements indicates that consumers are becoming more educated on their influence over their hormonal health. The trend for hormonal supplements is being fueled by various categories, including menopause and maturing skin. The top search queries for this category included "hormone balancing foods," "balancing hormones for weight loss," and "hormone balancing supplement."

Top supplement and ingestible ingredients by increase:

• Magnesium glycinate, search volume 182.6K, 99.7K increase, +120.3% YoY growth
• Magnesium, search volume 421.7K, increase 89.1K, +26.8% YoY growth 
• Vitamin B12, search volume 894.4K, increase 83.2K, +10.3% YoY growth 
• Magnesium oxide, search volume 170.4K, increase 25.9K, +17.9% YoY growth
• Magnesium threonate, search volume 38.3K, increase 15.9K, 71.3% YoY growth
• Calcium, search volume 251.2K, increase 13.5K, +5.7% YoY growth
• NMN, search volume 48.3K, increase 13K, +36.7% YoY growth
• Berberine, search volume 17.8K, increase 12.8K, +256.4% YoY growth
• Omega 3, search volume 96K, increase 11.8K, +14% YoY growth
• Magnesium Sulfate, search volume 127.5K, increase 11.1K, +14% YoY growth
• Magnesium Sulfate, search volume 127.5K, increase 11.7K, +9.6% YoY growth

Top ingredients by YoY:

• Forskolin, search volume 3.4K, increase 2.9K, +638.6% YoY growth
• Shilajit, search volume 2.8K, increase 2.4K, +568.5% YoY growth
• Nattokinase, search volume 6.3K, increase 5.1K, +437.2% YoY growth 
• Bee pollen, search volume 1.9K, increase 1.6K, +430.1% YoY growth
• Bindii, search volume 930, increase 707, +317.2% YoY growth
• Berberine, search volume 17.8K, increase 12.8K, +256.4% YoY growth
• Rutin, search volume 2.8K, increase 1.8K, +185.3% YoY growth
• Lycopene, search volume 3.2K, increase 2K, +168.8% YoY growth
• PQQ, search volume 5.7K, increase 3.5K, +168.8% YoY growth
• Phytoceramides, search volume 2.9K, increase 3.5K, +166.1% YoY growth

Ingredient spotlight:

Magnesium was once again in the spotlight; this time in particular, magnesium glycinate as an individual ingredient. With a significant YoY growth of 120.3%, it is clear there is a rising consumer interest for the ingredient, as well as other forms of magnesium such as threonate and sulfate, implying a general interest in the mineral overall. The top search terms alongside magnesium glycine included "magnesium glycinate anxiety," "magnesium glycinate vs. citrate," "magnesium glycinate benefits," and "magnesium glycinate sleep."

Top brands by increase:

• Fairlife, search volume 388.8K, increase 54.3K increase, +16.2% YoY growth
• OWYN, search volume 57.3K, increase 26.3K, +84.7% YoY growth
• Barebells, search volume 54K, increase 24.4K, +82.6% YoY growth
• Happy Mammoth, search volume 49.9K, increase 23K, +85.6% YoY growth
• Lemme, search volume 25.3K, increase 21.6K, +584.1% YoY growth
• Cellucor, search volume 103.6K, increase 20K, +23.9% YoY growth
• Actif, search volume 18.2K, increase 14.3K, +361.9% YoY growth
• Thorne Supplements, search volume 46.9K, increase 13.9K, +41.9% YoY growth
• LMNT, search volume 15.5K, increase 8.8K, +130.9% YoY growth
• Mommy's Bliss, search volume is 25.7K, an increase of 8.4K, +48.5% YoY growth

Top Brands by YoY:

• Lemme, search volume 25.3K, increase 21.6K, +584.1% YoY growth
• Silver Fern, search volume 1.3K, increase 1.1K, +423.4% YoY growth 
• Actif, search volume 18.2K, increase 14.3K, +361.9% YoY growth
• LiveSpo, search volume 1.2K, increase 917, +349.1% YoY growth
• BioEmblem, search volume 3.6K, increase 2.8K, +339.3% YoY growth
• Symprove, search volume 3.4K, increase 2.5K, +291.5% YoY growth
• Nature's Truth, search volume 5K, increase 3.4K, +219.6% YoY growth
• Vicks, search volume 1.5K, increase 1K, +206.7% YoY growth
• Myvitamins, search volume 2.3K, increase 1.5K, +189.1% YoY growth
• econNugenics, search volume 940, increase 564, +149.8% YoY growth

Key conclusions:

As the supplement and ingestible wellness market continues to grow, it is clear that consumers are still trusting classics such as magnesium, which can be attributed to the comprehensive research behind the ingredient. While consumers are trusting traditional choices, more specialized ingredients such as phytoceramides reflect the diversification of consumer choice within the market. Celebrity-backed brands such as Lemme take the top spot for consumer interest, yet traditional brands including Vicks' continuous growth once again shows a diverse interest in the category from a broad pool of consumers. With a range of concerns leading to supplement and ingestible wellness, there is a clear opportunity for businesses to find their niche and utilize the category for growth.