Kline Identifies the Top Trends in Wellness Supplements

Beauty nutrition products continue to rise in popularity as consumers are exploring new ways to look and feel good, from the inside out, according to the Kline Group. Such products have found homes in all channels of distribution—offline and online—in the United States, and their sales are projected to increase at a CAGR of 9% through 2025, according to the market research firm. Growth within this dynamic segment is being fueled by several key trends. The Kline Group outlines them below:
 

Neutrogena has partnered with Nourished to launch SkinStacks, 3D-printed bespoke gummies powered by digital skin assessment. Hum Nutrition, Nutrafol, Persona, and Care/of offer online questionnaires to personalize supplements for consumers often with input from nutritionists. Monthly subscriptions for these services can range from $10 to $90.  
 

Products that combine beauty benefits with joint health, improve sleep, enhance mood and improve gut health/digestion are favored by consumers. Examples of such brands are Garden of Life, Goli, Evolution_18 and Love Wellness.

Inspired by functional foods, beverage mixes, coffee creamers, powders, snack bars and bites are all growing in popularity. Collagen is the top ingredient in this segment, with Moon Juice, Vital Proteins, Garden of Life and Goop being some of the most notable brands that offer such products. 

Social media plays a key role in driving consumer awareness toward ingestible beauty products. Many prominent brands such as Sugarbear, Moon Juice, Ritual and Vital Proteins, work with celebrity influencers to gain exposure. 

Brands that focus specifically on hair or skin benefits are often developed by physicians. They are sold in stores, online and via medical professionals such as dermatologists, plastic surgeons, aesthetic physicians and hairstylists. A few examples of such brands are Bosley, Perricone MD and Murad.