---
title: Summary of Industry trends from the 2024 NBJ
description: Get a summary of the latest industry trends and data from the 2024 Nutrition Business Journal conference. Learn about the latest levels of consumer trust and preferences.
---

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# [Summary of Industry trends from the 2024 NBJ](https://blog.nnbnutrition.com/blog/summary-of-industry-trends-from-the-2024-nbj)

 Written by [Dustin Elliott](https://blog.nnbnutrition.com/blog/author/dustin-elliott) | Nov 13, 2024 10:54:39 PM

The 2024 "State of the Supplement Industry" report provides an in-depth analysis of current trends in the U.S. supplement market, focusing on consumer behavior, market performance, product category growth, and emerging trends across different health concerns.

 

**Consumer Behavior and Trust**

- **New Supplement Users**: 38% of consumers started taking supplements within the last two years, with a notable portion from Generation Z (56% of Gen Z began using supplements recently).
- **Trust in Supplements**: Gen Z exhibits the highest trust levels, with 35% expressing a lot of trust and a combined 79% reporting moderate to high levels of trust. Overall, 72% of respondents said their trust in supplements has remained steady, while 34% of Millennials and 27% of Gen Z stated their trust has increased.

**Market Size and Projections**

- The U.S. supplement market is projected to reach **$67 billion in 2024**, rebounding from a 2022 dip and surpassing pre-COVID projections by about $3 billion. This renewed growth is driven by shifts in consumer behavior, increasing interest in wellness, and strong performance in key product categories.
- Categories such as **sports nutrition** (+8.0% growth in 2024), **specialty supplements** (+6.5%), **meal replacements** (+5.5%), and **minerals** (+4.1%) are leading market expansion.

**Category-Specific Insights**

- **Sports Nutrition**: This segment remains robust, expected to see a $3.2 billion increase between 2023 and 2027, with functional sports protein beverages, protein powders, BCAAs, and pre-workouts driving sales.
- **Specialty Supplements**: This category, which includes collagen, probiotics, Omega-3s, and CoQ10, is projected to grow by 6.5% in 2024, benefiting from more condition-focused innovations. Specialty supplements are expected to add $3.59 billion in revenue by 2027.
- **Herbs and Botanicals**: This category is seeing renewed strength, led by combination herbal products. It is expected to grow by 5.4% in 2024, with a total increase of $2.7 billion by 2027.
- **Minerals**: Magnesium leads the mineral category, representing 41.9% of the market and growing at an 8.8% rate. The mineral market overall is projected to increase by $789 million between 2023 and 2027.
- **Vitamins**: Growth in this category is primarily driven by the resurgence of multivitamins. Vitamins are expected to see a $1.8 billion increase by 2027, with growth reaching 2.4% CAGR from 2023 to 2027.

**Delivery Format Trends**

- **Non-pill Formats**: There is a growing preference for non-pill delivery formats, which are expected to capture 65% of the market share by 2024. Formats such as gummies, powders, liquids, and effervescent products are popular among younger consumers. In particular, **Gen Z** shows a strong preference for gummies, with 38% indicating they favor this format.
- Gummies hold the largest share of the non-pill market, while powders lead in growth, with an 8.9% projected increase in 2024.

**Sales Channel Shifts**

- **E-commerce**: With a projected growth rate of 9.8% in 2024, e-commerce continues to be the fastest-growing sales channel for supplements. Amazon plays a major role, with nearly 23% of e-commerce sales occurring on the platform. Overall, one out of every five dollars spent on supplements is spent on Amazon.
- **Mass Market**: This channel is stabilizing at 5.4% growth as more consumers seek cost-effective options for supplements.
- **Natural & Specialty Retail**: While still growing, the natural and specialty retail sector is losing market share compared to mass market and e-commerce channels.

**Health and Wellness Trends**

The report identifies several health conditions that are driving consumer demand for supplements in 2024:

- **Immunity**: Following the pandemic, immunity remains a top concern, with the category projected to grow by 3.7% in 2024. Popular ingredients include mushrooms and combination herbal products.
- **Energy and Fitness**: This category is expected to generate **$12.24 billion** in 2024 sales, driven by products that provide sustained energy, cognitive function, and support for physical endurance. Ingredients like B vitamins, collagen, and combination herbs are gaining traction.
- **Gut Health**: Growing awareness of the gut-brain axis is boosting the gastrointestinal health market, which is projected to grow by 6.0% in 2024. Probiotics, prebiotics, and digestive enzymes lead this category.
- **Brain Health**: Supplements supporting cognitive function and mental clarity are seeing strong growth, with **$1.42 billion** in estimated sales for 2024 and a projected growth of 8.3% CAGR from 2022 to 2026. Mushrooms and combination herbs are driving this trend.
- **Mood and Mental Health**: Ashwagandha, magnesium, and combination herbs are the top ingredients for mood support, contributing to the category’s 7.3% growth in 2024.
- **Healthy Aging**: As the aging population grows, so does interest in supplements that support longevity and vitality. This category is projected to grow by 7.4% in 2024, with mushrooms, resveratrol, and CoQ10 leading the way.

**Emerging Market Opportunities**

- **Weight Management**: This category is regaining pre-pandemic growth levels, fueled by meal replacements and probiotics. Estimated 2024 sales are $7.18 billion, with an increase of $1.86 billion expected between 2023 and 2027.
- **Sexual Health**: Consumer interest in sexual health supplements is rising, with **$1.25 billion** in estimated 2024 sales. Ingredients like ashwagandha and maca are driving growth.
- **Cold, Flu, and Immunity**: As cold and flu season approaches, immunity-related supplements are projected to grow by 3.7% in 2024, with combination herbal products and mushrooms at the forefront.

**Conclusion**

The 2024 supplement industry is defined by dynamic shifts in consumer behavior, particularly among younger generations like Gen Z, and by strong growth in non-pill formats. Categories such as sports nutrition, brain health, immunity, and gut health are poised for sustained growth. E-commerce, led by platforms like Amazon, is the dominant sales channel, while product innovation, particularly in condition-specific supplements, is key to driving market expansion. As the focus on health optimization and longevity increases, the supplement industry is well-positioned for robust growth in the coming years.

 

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