Nutraceuticals & Dietary Supplements Industry Outlook (2024-2025)

Overview

The nutraceuticals and dietary supplements industry is undergoing transformative shifts driven by sustainability, technology, and innovation. These changes focus on improving product efficacy, personalization, and consumer engagement, signaling a move toward more sustainable and technologically advanced solutions. A growing emphasis is placed on plant-based and functional ingredients, with emerging trends highlighting the popularity of adaptogens, probiotics, and plant-based proteins. Ingredients such as ashwagandha, turmeric, and mushroom extracts are gaining traction due to their health benefits and sustainability. These natural ingredients, rich in bioactive compounds, cater to consumer demands for holistic wellness, offering solutions for stress management, immune support, and cognitive health.

Additionally, the rise of personalized nutrition is reshaping the industry, with consumers increasingly seeking tailored supplements that match their specific health needs. Advancements in biotechnology and AI are enabling companies to offer customized supplements based on individual genetic profiles, health goals, and lifestyle factors. Evonik Industries AG (Germany) is a global leader in specialty chemicals and has a strong presence in the nutraceuticals market. In 2024, the company introduced several innovations, showcased at Vitafoods Europe 2024. It launched AvailOm, a unique omega-3 powder combined with Boswellia serrata for joint health. It also presented IN VIVO BIOTICS, synbiotic solutions designed to enhance gut health, outperforming traditional enzyme-based aids in gluten degradation. Evonik further expanded its Healthberry portfolio into the US market following the FDA registration of its Norwegian facility. The company remains committed to sustainability, focusing on ethically sourced ingredients and minimizing environmental impact, aligning with consumer demands for transparency and responsible sourcing.

Recent developments in sustainable sourcing and packaging are also redefining the market. Companies are prioritizing eco-friendly packaging, and the use of sustainably sourced ingredients is becoming a key differentiator. As consumer awareness of environmental issues grows, the demand for clean, traceable, and responsibly sourced products rises. The future of nutraceuticals and dietary supplements lies in innovation, with companies that invest in R&D, personalization, and sustainability well-positioned to meet the evolving needs of health-conscious consumers.

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2024

The nutraceuticals and dietary supplements industry witnessed several unconventional trends. These emerging patterns highlight a shift in focus from efficiency and cost-effectiveness to innovation, sustainability, and technology integration.

• Growth of Personalized Nutrition: The demand for personalized dietary supplements is expanding, driven by advancements in AI and biotechnology. Companies increasingly offer customized solutions based on genetic profiles, health goals, and lifestyle factors, enabling consumers to address specific health concerns more effectively. This trend reflects a broader shift toward tailored wellness solutions, focusing on individual needs rather than a one-size-fits-all approach. For instance, in June 2024, Nestlé Health Science launched a personalized GLP-1 nutrition support platform in the US. The platform offers tailored nutritional solutions to consumers on weight loss therapies, focusing on muscle preservation, gut health, and micronutrient intake. This innovation positions Nestlé as a key player in personalized nutrition.
• Rise of Plant-based and Functional Ingredients: There has been a rise in the use of plant-based and functional ingredients as consumers prioritize natural and holistic wellness solutions. Ingredients such as ashwagandha, turmeric, probiotics, and plant-based proteins are gaining popularity due to their health benefits, including stress management, immune support, and cognitive enhancement. This aligns with growing interest in vegan and vegetarian diets and clean-label products.
• Sustainability and Eco-friendly Practices: The nutraceuticals and dietary supplements industry is increasingly focused on sustainability. Companies prioritize using sustainably sourced ingredients, eco-friendly packaging, and ethical manufacturing practices. As environmental concerns grow, consumers demand transparency about product origins, supply chains, and carbon footprints, driving the industry to adopt greener practices and certifications such as Fairtrade International (focused on fair working conditions) and USDA Organic (ensuring organic and chemical-free sourcing). These certifications reflect a commitment to environmentally and socially responsible production, helping build consumer trust and meet growing environmental concerns.
• Innovations in Biotechnology and Delivery Systems: Advancements in biotechnology, such as the use of cultured microbial proteins and bioengineered supplements, are transforming the industry. Innovations in delivery systems, such as liquid-filled capsules, gummies, and personalized powders, are also gaining momentum, making supplements more convenient, effective, and palatable. These advancements are opening new growth opportunities, especially in functional foods and nutraceutical beverages.
• Regulatory Developments and Consumer Trust: Regulatory oversight continues to evolve, with governments and organizations tightening guidelines on ingredient safety, product efficacy, and labeling standards. This fosters consumer trust and promotes higher product quality. Improved focus on GMP (good manufacturing practices) certifications and third-party testing is driving transparency, ensuring that consumers feel confident in the safety and effectiveness of their supplement choices.

2025

The nutraceuticals and dietary supplements industry witnessed several unconventional trends. These emerging patterns highlight a shift in focus from efficiency and cost-effectiveness to innovation, sustainability, and technology integration.

• Expansion of Targeted Health Solutions: In 2025, the nutraceuticals and dietary supplements industry is expected to see continued growth in targeted health solutions. With an increasing emphasis on specific health concerns such as joint health, brain function, and gut microbiota balance, supplements will be more scientifically formulated to meet the needs of consumers seeking preventative or therapeutic solutions for chronic conditions. The trend toward hyper-targeted products will be driven by improved consumer awareness, precision medicine, and advancements in genomics.
• Integration of Digital Health Technologies: Digital health technologies will likely be pivotal in the nutraceuticals industry by 2025. Wearable health devices, mobile health apps, and AI-powered platforms will allow consumers to track their health metrics in real time and receive personalized supplement recommendations. This data-driven approach to supplementation will enable companies to offer more customized products and cater to individual health profiles and goals.
• Proliferation of Clean Label and High Demand for Transparency: Consumers will continue to demand clean-label products free from artificial additives, preservatives, and unnecessary chemicals. By 2025, the demand for transparency in sourcing, manufacturing, and ingredient formulations will also intensify, emphasizing plant-based, non-GMO, organic, and sustainably sourced ingredients. Companies must align their operations with these expectations to maintain consumer trust and loyalty in an increasingly competitive market.
• Focus on Preventive and Holistic Health: The nutraceuticals and dietary supplements industry will shift toward preventative health and holistic wellness, with consumers seeking supplements that address specific ailments and support long-term health and vitality. The integration of adaptogens, prebiotics, probiotics, and functional foods will be central to this movement, subject to the growing preference for supplements that offer benefits such as immune support, stress relief, and enhanced energy while promoting overall well-being.
• Regulatory Evolution and Innovation in Claims: As the nutraceuticals and dietary supplement industry grows, regulatory frameworks will continue to evolve. By 2025, more countries worldwide are expected to introduce stricter regulations to ensure safety, efficacy, and clear product claims. In response, manufacturers will focus on innovation in clinical studies and research to back up health claims, ensuring compliance with evolving regulatory standards and improving the industry’s credibility.

The MarketsandMarkets Nutraceuticals and Dietary Supplements Industry Outlook 2024 report can help prepare consumers and market leaders for the year ahead. The report incorporates years of experience in the rapidly expanding nutraceuticals and dietary supplements industry, the opinions of industry experts, comprehensive evaluations by analysts, and extensive interviews with stakeholder groups worldwide.