This report covers the global and South African Supplements markets, examining historical and projected trends, distribution growth, and consumer health drivers. It explores innovation in personalised nutrition, clean-label formulations, and female-focused products, along with online retail growth.
With pricing benchmarks and profiles of key manufacturers and retailers, the report provides strategic guidance for targeting consumers, navigating regulations, and accelerating product innovation in the evolving supplements category.
Globally and locally, the Supplements market is being energised by a rising demand for natural and organic products. As health-conscious individuals become more discerning about the products they consume, there is an increasing preference for clean, plant-based ingredients that align with a holistic approach to wellness. As a result, there has been a rise of innovative Supplement offerings prioritising clean, sustainable, and chemical-free formulations.
Plant-based Supplements are leading innovation globally, accounting for around 25% of total sales in 2023. Recent launches include Gundry MD’s vegan Phyto Collagen Complex and Green Bioactives’ memory-enhancing GBL-Memory.
In South Africa, brands like Vitatech® and Viridian are aligning with the clean-label trend through launches focused on children’s health, stress support, and cognitive wellness. The market is also expanding with international entrants like Beast Bites Supplements, offering natural sleep solutions using valerian and vegan ingredients.
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