Unlocking insights into the supplement consumer: 2022 trends and opportunities – white paper

As part of its annual report on U.S. supplement trends and consumer insights, MarketPlace surveyed an online panel of 766 supplement consumers in March 2022 regarding their awareness, attitudes, and behaviors related to the category. This white paper presents several findings from the study, comparisons to MarketPlace’s 2020 human supplement study, and implications for supplement ingredient companies, manufacturers, and CPG brands.

Key findings include:

•  Energy supplements continue to show promise, indicated by supplement consumers’ reported needs (low energy) and increased interest in energy as a functional benefit.

•  Supplement consumers expressed interest in supplements for proactive and preventative measures, even more so than for management of an existing health state.

•  The spike in usage of vitamins and zinc parallels the rise in consumption of immunity supplements and indicates growth potential for immune health innovation.

•  The data suggests a disconnect between actual and perceived consumption of medicinal mushrooms in supplements, indicating a need for education around these adaptogens.

Download the white paper now to learn more.