2019’s Biggest ingredient sales trends (positive and negative) for dietary supplements

* Nutritional Outlook thanks SPINS (Chicago, IL) for sharing market research data and insights for this story.

As storytelling creatures, we humans are always seeing through lines and lessons in even the most random events and accumulations of data. So it is that we look back on the year that was for dietary supplement ingredient sales and try to make sense of what happened-better to prepare for the 365 days to come. What messages can we glean from the trends seen last year?

“When looking across mainstream and innovation channels, we see a lot of commonality among top growing functional ingredients,” reflects Kimberly Kawa, wellness product specialist for market researcher SPINS LLC (Chicago). “Those that appeal to both natural and conventional shoppers-protein, collagen, elderberry, magnesium, MCTs, CBD-parallel broader industry trends and give us insight into current consumer wellness priorities.”

Guess you could call it a “healthy” market for wellness products.

To draw a finer bead on just how well the top wellness products are doing-and to take the temperature of those under the weather-we steeped ourselves in SPINS’ data. Ahead is a brief snapshot of 2019’s winners and losers.

*All sales numbers are courtesy of SPINS and cover the 52 weeks ending October 6, 2019. “Cross channel” reflects a combined data pull of mainstream multioutlet (MULO), natural, and specialty-gourmet retailers in the total U.S. market, unless otherwise specified. “Innovation channel” refers to the natural and specialty-gourmet segments combined.

Photo © AdobeStock.com/Aleksej