Top 7 Vitamin and Supplement Trends of 2024

News; Top 7 Vitamin and Supplement Trends of 2024 The COVID-19 pandemic has led to dramatic changes in our day-to-day lives.With more people focused on improving their health and fitness, vitamin and supplement use has risen dramatically. In fact, the nutritional supplement industry observed its highest growth in over 2 decades, with a 12.1% increase in 2024.

This trajectory is expected to continue into 2024, with many people looking to support their health through supplements. That said, you may wonder which supplement trends are topping the list.

Here are the top 7 vitamin and supplement trends in 2024.

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1. Stress SOS
2020 was filled with stressful, life-changing events that led to an increase in mental health issues and stress across all age groups (1Trusted Source, 2Trusted Source, 3Trusted Source, 4Trusted Source).

As a result, many people are turning to supplements to support their mental health. In fact, a report by Coherent Market Insights anticipates a growth rate of 8.5% in the brain and mental health supplement market over the next 6 years.

Expect to see ingredients like magnesium, B-complex vitamins, L-theanine, melatonin, valerian, chamomile, and cannabidiol (CBD) become more popular, as they’re linked to better sleep and lower levels of stress and anxiety (5Trusted Source, 6Trusted Source, 7Trusted Source, 8Trusted Source, 9Trusted Source).

Furthermore, plant-based adaptogens have soared in popularity, as they may support the body’s stress response. In particular, ashwagandha and rhodiola are popular Ayurvedic herbs that may lower anxiety, cortisol levels, and mild depressive symptoms (10Trusted Source, 11Trusted Source, 12Trusted Source).

Although these ingredients may benefit your mental health, you should always consult a healthcare provider before taking new supplements — especially if you’re already on medications to treat depression, anxiety, or other mental illnesses.

Shop for stress-relieving supplements online
Nature Made Ashwagandha
Each convenient, small capsule contains 125 mg of ashwagandha extract to help reduce everyday stress.
NOW Supplements Rhodiola
Each capsule offers 500 mg of rhodiola, a natural adaptogen that may help manage your stress levels.
Yogi Tea Comforting Chamomile Tea
This delicious, soothing tea provides 1,500 mg of chamomile in each tea bag. This flower may help ease mild tension and promote relaxation before bedtime.
Klaire Labs Magnesium Glycinate Complex
Each capsule contains a 100-mg blend of chelated magnesium glycinate and magnesium oxide.
BioEmblem Triple Magnesium Complex
This magnesium supplement contains a blend of chelated magnesium citrate, glycinate, and malate to support relaxation and stress relief. Two capsules provide 300 mg of magnesium.
2. Beauty support
Expect beauty and skin care supplements to grow significantly this year. Whether it be a scoop of collagen in a smoothie or a pinch of turmeric on a salad, treating skin issues from the inside out will be a growing priority.

In fact, according to Google Ads, search inquiries for collagen increased 33% from March 2024 to December 2024, suggesting there’s an increased interest in beauty as a subsection of the supplement industry.

Top beauty-boosting ingredients include collagen peptides, vitamin C, omega-3s, hyaluronic acid, ceramides, and antioxidant-rich green tea and vegetable blends.

In particular, a diet rich in collagen peptides, vitamin C, and omega-3s is linked to better skin health and fewer signs of aging, such as wrinkles and fine lines (13Trusted Source, 14Trusted Source).

Despite their popularity, don’t expect these supplements to compensate for poor skin care and lifestyle practices. Wearing sunscreen daily, getting quality sleep, exercising regularly, and eating a nutritious diet are key to healthy skin (15Trusted Source, 16Trusted Source, 17Trusted Source).

Shop for skin care and beauty supplements online
Vital Proteins Hydrolyzed Collagen Peptides
Vital Proteins is a popular collagen brand that offers hydrolyzed collagen peptides in powdered form. You can easily add this powder to water, smoothies, coffee, or any other food or beverage.
HUM Nutrition Collagen Love
HUM Nutrition Collagen Love contains collagen peptides, hyaluronic acid, and vitamin C to support overall skin health and lessen the appearance of fine lines.
Webber Naturals Collagen 30 Tablets
This product provides Verisol Bioactive Collagen Peptides, which claim to be small forms of hydrolyzed collagen. The company also offers this supplement with ceramides, biotin, or hyaluronic acid to further support healthy skin.
Nature Made Fish Oil and Vitamin D Softgels
This fish oil supplement contains 600 mg of EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) — two important forms of omega-3s that support healthy skin. It also provides 1,000 IU of vitamin D3.
Nordic Naturals Omega-3
Nordic Naturals provides a high dose of EPA and DHA with 1,100 mg per softgel. This product is lemon flavored, which bodes well for those who want to avoid a fishy aftertaste.
3. Immune health
The COVID-19 pandemic taught us all to prioritize our health. As such, there’s been a 50% reported increase in consumers seeking out immune-supporting supplements.

Expect to see supplements that contain ingredients like zinc, selenium, B complex vitamins, and vitamins C and D, as well as alternative health remedies like elderberry, echinacea, astragalus, turmeric, and ginger.

Furthermore, some industry experts believe that medicinal mushroom extracts will become a part of this trend. In particular, chaga, cordyceps, lion’s mane, and reishi mushrooms have been used in traditional medicine to strengthen the immune system (18Trusted Source, 19Trusted Source).

Notably, the medicinal mushroom industry is projected to be worth $261.8 million by 2026.

It’s important to note that despite their potential role in supporting immune health, no nutritional supplements have been shown to prevent or cure illnesses, such as COVID-19 (20Trusted Source, 21Trusted Source, 22Trusted Source, 23Trusted Source).

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4. Vitamin D
Vitamin D continues to lead the charge as the top nutrient for overall health. It plays a key role in immunity, mental well-being, bone and skin health, and protecting against chronic disease (24Trusted Source, 25Trusted Source, 26Trusted Source).

In particular, this vitamin made headlines in 2024, as various studies associated low vitamin D levels with an increased risk of COVID-19 complications. However, further research is needed (27Trusted Source, 28Trusted Source, 29Trusted Source).

While your skin naturally produces vitamin D when exposed to the sun, concerns about ultraviolet (UV) rays and regional limitations to sunlight have led many consumers to supplement with vitamin D.

Notably, the vitamin D market is expected to increase 7.2% by 2025.

Shop for vitamin D supplements online
NOW Vitamin D3 Softgels
NOW Vitamins offers a wide array of vitamin D3 softgels that come in 1,000-, 5,000-, and even 10,000-IU doses. Always talk to your healthcare provider before taking large doses of vitamin D3.
Webber Naturals Vitamin D3 Chewable Tablets
Webber’s Natural offers flavored vitamin D3 tablets in 1,000-IU doses.
Nordic Naturals Vitamin D3 Gummies
Nordic Naturals offers a convenient and delicious vitamin D3 gummy that provides 1,000 IU per gummy.
Thorne Vitamin D3/K2 Drops
Thorne Research combines vitamins D3 and K2 in liquid drops. A 2-drop serving provides 1,000 IU and 200 mcg of D3 and K2, respectively.
Pure Encapsulations Vitamin D3
Most vegan vitamin D supplements come as D2, which is less effective at raising vitamin D levels in your body than D3. Conveniently, Pure Encapsulations offers an algae-based D3 supplement.
Garden of Life Vitamin D3
Garden of Life offers algae-based vitamin D3 chewable tablets that provide 2,000 IU each.
Supplements 101: Vitamin D
5. More enjoyable supplement experiences
Consumers are looking for convenient, more enjoyable experiences with supplements, which will involve shifting away from traditional pills. In particular, flavored gummy vitamins for people of all ages will continue to grow in popularity.

What’s more, consumers can expect companies to provide various options to consume other supplement products. For example, collagen peptides are beginning to be offered as powders, flavored drinks, capsules, and gummies.

As supplements are now considered to be part of a healthy lifestyle, companies will be expected to create products that fit seamlessly into your daily routine.

6. Trustworthy companies
Health-savvy consumers are becoming increasingly knowledgeable about their own health needs. At the same time, they’re growing tired of misleading or false health claims, which has led to a rise in distrust of the supplement and pharmaceutical industries.

With 59% of people reporting that they’ll gladly pay more for a brand they trust, companies will be expected to be transparent and honest about their products, disclosing not only their ingredients but also their efficacy, safety, and absorption.

Companies may also be held accountable for ensuring their health claims are backed by science, as the growing distrust of the industry has stemmed from companies making claims that have little to no scientific backing.

This ongoing expectation of trust and transparency will likely lead consumers to turn to health professionals and online forums to weigh in on product quality and call the shots on acceptable practices by the supplement industry.

7. Pet nutrition
With individuals becoming the experts on which vitamins their bodies need, they’re also making sure their family members are meeting their nutritional needs — including their pets.

Among the fastest growing categories for the pet industry is supplements and pet food products to ease anxiety, aid skin issues, and improve gut health.

In fact, Future Market Insights predicts that the pet dietary supplements market will reach a valuation of $3.78 billion by the end of 2024.

The bottom line
In 2024, you should expect to see several changes in the vitamin and supplement industry.

After the life-changing pandemic, we’ll see more supplement companies focusing on nutrition for both the mind and body, as well as being more transparent about the ingredients they’re using.

While these trends are exciting, it’s important to speak to your healthcare provider before trying new supplements.

As a dietitian, I look forward to seeing positive changes in the supplement industry toward a more well-rounded, evidence-based approach.