The global dietary supplements market experienced significant growth, reaching a valuation of $360.2 billion in 2022 with a compound annual growth rate (CAGR) of 6.7%. It’s projected to reach a valuation of $688.9 billion by 2032.[1] Like many other industries, the dietary supplement industry experiences seasonal trends and shifting consumer preferences. In this article, I will discuss the top supplements for the fall season you should consider adding to your product line.
Types of Supplements in High Demand for Fall 2024
Current industry data indicates the supplement categories poised for growth this fall include immune support, vitamin D, nootropic and cognitive support, sports performance and fitness, fall detoxification, seasonal allergy relief, and plant-based supplements, as consumers seek products to promote their health during the season. Likewise, certain flavors are more popular in the fall. Let’s dive into each category in more detail.
Immune Support
According to the Centers for Disease Control and Prevention[2], the fall and winter are when respiratory viruses may be more likely to cause illness. It also may be due to the back-to-school season when children and young people are exposed to more viruses and bring them home. Not surprisingly, there is often greater demand for dietary supplement products formulated to support a healthy immune system during the fall months.
The market for supplements for immune system health was estimated at $25.45 billion in 2023 and is projected to reach $63.46 billion, with a CAGR of 11.4% during the forecast period.[3] The nutraceuticals projected to increase in demand include:
- Vitamin C – Recognized for its benefits in supporting respiratory/immune health.
- Vitamin D – The role of this nutrient in immune function is fueling consumption, especially in regions with limited sun exposure.
- Zinc – Affects multiple aspects of the immune system, from the barrier of the skin to cellular function.
- Herbal supplements – This includes echinacea, elderberry, and astragalus, all of which have gained popularity as natural immune boosters.
- Probiotic supplements – These are known for their impact on gut health and are also consumed for their potential immune system benefits. Likewise, some strains like Streptococcus salivarius K12 and Streptococcus salivarius M18 have been shown to support throat and ear health.
Vitamin D:
As the days become shorter and the weather cools, people transition from tee shirts, shorts, and outdoor activities to long-sleeved shirts, and pants, and spend more time indoors, reducing their sun exposure and vitamin D production. Consequently, vitamin D supplementation increases. The vitamin D market was valued at $1.69 billion in 2023 and is projected to grow at a CAGR of 7.48% through 2032[4].
Vitamin D can be used as an oil or as a vitamin D powder supplement (encapsulated). In either case, vitamin D helps act as a modulator of the immune system, regulating immune response, and enhancing innate and adaptive immunity[5] [6] [7]. As a testament to its importance in immune health, the vitamin D receptor is expressed in immune cells (B cells, T cells, and antigen-presenting cells), and these immunologic cells are all capable of synthesizing the active vitamin D metabolite[8].
Nootropic and Cognitive Support
Fall is synonymous with back-to-school season and the return to work for those who vacationed over the summer. As a result, mental workloads intensify, making this the time when the use of nootropics typically becomes more popular.
Nootropics are supplements known to promote cognitive health and boost energy levels. According to Future Market Insights[9], the nootropic supplement market is expected to expand from $2.2 billion in 2023 to $4.18 billion by 2033. From 2023 to 2033, global nootropic supplement sales are likely to soar at a CAGR of 9.0%.
Well-established nootropic supplements include caffeine and Ginkgo biloba. However, new interest in the category has garnered attention from students, seniors, and sports enthusiasts alike for next-gen products such as L-theanine taken with caffeine. This combination may conjure up feelings of calmness and may be linked to increased creativity[10] [11] [12] [13] [14] [15]. Creatine, widely used in the sports nutrition world, provides the mental energy many consumers want without common side effects, such as jitters and insomnia[16].
Other evidence-based nootropic ingredients include Lion’s mane extract (a mushroom shown to improve working memory, attention, and reaction time within 2 hours)[17] [18], Bacopa leaf extract (an herb shown to enhance cognitive performance, reduce forgetfulness and support learning and memory)[19] [20] [21] [22] [23], and Asian Ginseng root extract (shown to improve speed of mental performance and reduce mental fatigue within 60 minutes)[24] [25].
Sports Performance & Fitness
In addition to back-to-school and back-to-work, fall means back-to-school sports and back-to-work physical activity. As such, the use of sports nutrition supplements also increases. According to Grand View Research[26], the global size of the sports nutrition market was valued at $45.24 billion in 2023 and is expected to expand at a CAGR of 7.5% from 2024 to 2030. Some of the many nutraceuticals with good science for sports performance and fitness include:
- Black Ginger Extract – The polymethoxyflavones in Black Ginger Extract have been shown to improve cardiorespiratory fitness and physical performance by improving oxidative stress and lactate[27], as well as supporting muscle strength, endurance, and speed[28] [29].
- Creatine Monohydrate – In addition to athletic and exercise improvement, research has shown that creatine supplementation may enhance post-exercise recovery, injury prevention, thermoregulation, rehabilitation, and neuroprotection.[30]
- Whey Protein – Clinical research shows that taking whey protein isolate daily, in combination with strength training for 6-10 weeks, increased lean body mass, strength, and muscle hypertrophy compared to placebo.[31] [32] [33]
- Beta-Alanine – This unique amino acid has been shown to help increase exercise capacity and decrease muscle fatigue[34] [35] [36] [37].
Fall Detox Supplements
During the summer, people typically eat and drink more than they normally would. That means they are likely to have greater exposure to toxic chemicals—which is easy to do since each year, about 3.97 billion pounds of toxic chemicals are disposed of or otherwise released to the environment[38]. Since such exposure is known to result in occasional headaches, fatigue, and poor memory[39] [40], it isn’t surprising the global detox product market size was valued at $50.92 billion and projected to expand at a CAGR of 4.6% by 2025[41]. Nutraceuticals with good science for supporting the body’s natural detoxification process include:
- Milk Thistle Extract and NAC – These nutraceuticals stimulate glutathione production, which supports the conjugation of glutathione with toxins to promote their excretion[42] [43] [44] [45] [46] [47] [48] [49] [50].
- Glutamine, Taurine, and Glycine – These amino acids support amino acid conjugation, the combining of amino acids with toxins to promote their excretion[51] [52] [53] [54] [55] [56] [57].
- Modified Citrus Pectin – Helps support the transformation of toxins into water-soluble substances that your body can readily excrete[58] [59].
- Dandelion root – This liver-support herb has been traditionally used to help stimulate bile production and promote its flow[60] [61], which supports the detoxification process via the bile duct, promoting the elimination of wastes.[62]
Seasonal Allergy Relief
About one quarter (25.7%) of adults have at least one seasonal allergy[63], and fall is prime time for allergies. Correspondingly, the allergy support market is expected to reach $21.05 billion in 2024 and is projected to reach $31.07 billion by 2029, with a CAGR of 8.1% during the forecast period.[64] Several nutraceuticals have been studied and shown to provide support for people with allergies, including:
- Apple polyphenols – Double-blind studies have documented the benefits of apple polyphenols on a seasonal basis.
- Quercetin – Human research demonstrated positive results from quercetin supplementation for eyes, nose, and respiratory support.
- Curcumin – A body of research validates curcumin’s use in the support of the upper respiratory tract.
Trends in Plant-based Supplements
Sales of plant-based supplements are growing by leaps and bounds, including growth into the fall months. Consumers prefer supplements made from natural, plant-based ingredients because they perceive them as being gentler on the body and more easily absorbed. In addition, concerns for health and environmental sustainability are driving the shift toward plant-based supplements.
Now, consider the size of the 2023 global vegan protein market is estimated to be at $10.8 billion and is expected to reach a valuation of $22 billion by 2033, experiencing a CAGR of 7.4%.[65] Additionally, natural vitamin sources, including whole food-derived nutraceuticals, are projected to reach a value of $15.79 billion by 2030, with a CAGR of 6.4% during the forecast period.[66] Furthermore, whole food-derived nutraceuticals are generally plant-based (vegan), and the vegan supplements market is projected to reach a CAGR of 6.7% through 2028[67].
Significant opportunities exist for product innovation using plant-based nutraceuticals. For example:
- Vitamin D3 – Although typically synthesized for sheep wool lanolin, natural vegan sources of vitamin D3 are available from the lichen Cladonia rangiferina. Make your multivitamin vegan-friendly with this one small change.
- Vitamin K2 – Vitamin K2, as MK-7, is well-known for its cardiovascular and bone health benefits. But, rather than using a synthetic source, consider using K2 fermented from natto or soy-free chickpea.
- Omega-3 fatty acids (O3FA) – This significant category primarily includes EPA and DHA, which are typically derived from fish oil or krill. However, algae-based sources provide a vegan alternative for these O3FAs.
- Pea protein – Pea protein concentrates are an excellent vegan source of protein providing additional satiety, thermogenic, and cardiovascular benefits.
Fall Flavors
In the fall, various flavors gain popularity. Pumpkin pie spice is a top favorite, followed by the crisp taste of apples and the warm spice of cinnamon. Other surprising fall supplement flavor preferences include chai, sage, pear, and ginger.
At Vitaquest, our qualified flavor scientists can help you create one of these mouth-watering flavors or help you develop another fall-inspired flavor that your customers will love!
Frequently Asked Questions
Q: What is the most popular supplement taken in the US?
According to ConsumerLab.com[68], these are the most popular dietary supplements taken in the U.S., in this order: Vitamin D (72.6%), Magnesium (51.8%), Fish Oil/Krill Oil/Algae Oil (50.5%), CoQ10/Ubiquinol/MitoQ (45%), Multivitamin/Multimineral (43%), Vitamin C (41-9%), Probiotics (38.7%), Zinc (36.7%), and Curcumin/Turmeric (35.9%)
Q: What percentage of Americans take a daily supplement?
According to a 2023 survey by the Council for Responsible Nutrition (CRN)[69], 74% of US adults take dietary supplements, with 55% using them regularly.
Concluding Thoughts
As fall approaches, the laid-back, indulgent days of summer are ending and the consumer mindset shifts toward purchasing and using dietary supplements formulated to promote immune support, nootropic, and cognitive support, sports performance and fitness, fall detoxification, and seasonal allergy relief. To meet these needs, it’s crucial to offer meticulously formulated products tailored to the demands of the season.
With over 45 years of supplement contract manufacturing expertise, Vitaquest is ready to help your brand create premium dietary supplements your customers can use to address their fall health concerns, but for year-round wellness, too! Call 800-526-9095 to speak with one of our knowledgeable sales executives or request a nutraceutical manufacturing price quote for your project. We look forward to helping you Deliver What’s Next in capsule, tablet, and powder supplement manufacturing!
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