The health and wellness industry continues to trend toward optimization and vitality, moving away from purely prevention as a goal for taking dietary supplements. This trend is seen clearly in the growth trends and market share across the top conditions in the market. We see that the behemoth category Sports, Energy and Weight Management continues to dominate with almost one-third of the total supplement market, but there is strong growth happening across some of the smaller categories by market share.

Hemp CBD is, of course, making its mark in the industry, driving stronger growth than we have seen in a decade in both sleep supplements and mood/mental health supplements, eating away at sales of more traditional ingredients like St. John's Wort and melatonin. Immunity was a very hot category in 2017 and 2018 with 9.9% and 7.5% growth respectively. We see this category fluctuate according to the severity of the cold and flu season, but overall growth has strengthened as consumers continue to seek more holistic approaches to everyday illness. Finally, collagen has been driving growth across categories, with the current strongest impact on beauty from within, which is now a $1.2 billion market. NBJ projects that collagen will continue to move out of the beauty category, though, and claim more market share in both joint health and sports nutrition. 

Nutrition Business Journal just released these and other statistics in its 2019 NBJ Condition Specific Report, the go-to source for data and insight within the dietary supplement industry.