2021 Mid Year State of The Dietary Supplement Industry (What’s Ahead?)

Industry Report: Dietary Supplement Trends for 2021

To say that 2020, has been a crazy year would be un understatement.

No one could have predicted what happened during the pandemic.

And we’re still seeing the effects on that now over one year later.

The pandemic altered the course of practically everything for health and wellness.

But it wasn’t all doom and gloom.

Looking Back It Was a Boom For Supplement Sales But Not Without Struggles

Supplement sales went crazy. It was like Christmas. Sales were through the roof. And it lasted longer than anyone thought it would.

Then supply chain problems hit. Many supplement brands found ways around this issue fairly quickly.

Only to be followed by skyrocketing advertising CPMs and CPC costs. Cost Per Million and Cost Per Click, for those who don’t know.

Covid-19 has brought health to the forefront of consumers minds.

Supporting overall well-being is continuing to be a priority.

With immune health being at the top.

From March to May of 2020, just about every supplement in the immune category was flying off the shelves, along with toilet paper and everything else.

Products that support inflammation, sleep, and stress were on the rise as consumers continued to combat the effects of the pandemic non both physical and mental health.

Health and wellbeing it’s still top of mind today as we’re half way through 2021.

As vaccines roll out across the world, everyone is looking forward to getting back to normal.

But will supplement sales continue to boom?

Looking Ahead What Will It Be Like For Supplement Sales?

The global dietary supplements market was valued at USD 96 billion in 2021, and it is expected to grow at a compound annual growth rate of 6.9%.

Herbal and probiotic supplements were expected to drive some of that growth going forward. And I believe they still will. Probiotics are an area that I personally feel has a lot of room for growth. Especially if it’s done right with a level of customization added to it.

Immune health, including Vitamin D specifically, mood, sleep, and stress are all areas that will continue to boom up until a point.

There will always be some other distraction for the masses.

And Covid will be pushed back into the background.

I know everyone feels it, and the booming supplement companies may not want it but…

We Need a Reset Year

Last years state of the dietary supplement industry report was published in January, before everyone wanted a Peloton and quarantine was even a thing.

At that time we identified both i-Nutrition and health tech as upcoming trends.

The digital health sector boomed. But not for the reasons we thought.

The pandemic drove AI-assisted disease research and drug discovery, as companies focused on studying Covid-19 or helping to develop a vaccine.

Many of the brands we sited like Orange Theory Fitness are in recovery mode as we all exercise with masks now.

It’s my feeling that 2021 or even 2022, more likely, will be a reset year for the dietary supplement market.

2021 should be another year of above average growth.

But in 2022 the industry will see a reset.

At that point we’ll see more of a reset, as the collective consciousness shifts away from Covid.

Not only a reset for the general lives of people psychologically but also a reset of growth and expectations going forward for those supplement companies that had a big boom in 2020.

Covid will become like the Flu at that point.

Popping back up every now and again, but the booming days of the pandemic will be past us.

As far as other strains developing, yes, that’s normal for any virus.

Companies like Agora Health and others will defiantly be milking that cow for quite some time though.