Supplement Trends at SupplySide West

SupplySide West is the leading tradeshow for the dietary supplement and natural products industry, where science and strategy intersect. This year’s show marked the 20th SupplySide West, and welcomed nearly 15,000 attendees from the dietary supplement, functional food, beverage, personal care and sports nutrition marketplaces. More than 1,200 exhibitors filled the expo hall, bringing innovative ingredients and solutions to market.

INSIDER editors, including myself, hustled throughout the expo and education halls, scoping out the latest trends and newest ingredients and gathering with industry leaders and professionals. Considering the information we gathered at the show, I was able to identify various trends affecting the supplement category, from whole food nutrition to GMOs (genetically modified organisms) to protein. Those trends include:

“Whole food" nutrition – The clean-label movement is taking a turn in the supplement category with the proliferation of “whole food" nutrition. The idea of whole-food nutrition centers on products that provide nutritive benefits via whole-food sources. Several companies showcased whole-food ingredients and concepts, including Xsto Solutions’ whole-fruit cucumber extract Cuvitus and Nexira’s “Fruits & Greens for Nutrition & Health" display, with ingredients such as organic moringa and acerola extract.

Non-GMO certifications – Emphasis on non-GMO has primarily been a focus for the food and beverage industries. However, supplement manufacturers are increasingly sourcing non-GMO ingredients and exploring non-GMO label claims, which has been, in the past, largely driven by consumer demand for non-GMO products. Interest in non-GMO was further amplified when President Barack Obama signed a GMO labeling bill, the National Bioengineered Food Disclosure Standard Act, this past summer, which will require disclosure of GMO ingredients in food and supplement products. The interest around GMOs was apparent as SupplySide West. Not only were GMOs explored in-depth during the panel discussion, “GMO’s: Today’s Challenges, Tomorrow’s Opportunities," but certifications for non-GMO ingredients were positioned and emphasized across the show floor. Some companies showcasing Non-GMO Project Verified certification on the how floor included Capsugel (for its Vcaps® Plus) and Nexira (for its Fibregum™).

Personalization – Supplements brands have been personalizing nutrition by creating products targeting the needs of specific consumer groups. But that’s not where the story ends. Developers are finding ways to provide even more personalized—or perhaps, customizable—supplements to consumers. This trend was seen at SupplySide West with Tespo, winner in the Multivitamin category of the CPG Editor’s Choice Awards. Tespo is a consumer direct, subscription-based vitamin system that provides customers with a monthly supply of nutritional supplements in a single four-inch diameter disc that is inserted into the proprietary Tespo Dispenser.

Novel beauty – Ingredients that support “beauty from within" continue to diversify, with several novel ingredients for beauty on the show flood at SupplySide West, including Maypro’s cherry blossom (sakura) extra, with benefits to skin elasticity, pore size and dryness of skin, and Improve USA’s Enderma, a topical anti-aging ingredient derived from aloe.

Protein – Protein, which has been a trending ingredient, was still a popular ingredient at this year’s SupplySide West, with innovative ingredients making an appearance, such as shiitake protein from MycoTechnology.

Did you attend SupplySide West? What trends did you see? Let me know your thoughts by emailing me at [email protected].