2024 Nutraceutical Ingredient Trends

Posted by Isabel Gómez on 02/02/2024

In 2024, our goal is to provide Lubrizol solutions that align with consumer trends. We will accomplish this by utilizing our branded ingredients, supported by science and technological innovation, to enable differentiated nutraceutical products. This post discusses the increasing popularity of nutraceutical ingredients and the needs of consumers that need to be addressed. It also covers popular categories that are gaining momentum, such as products that support sleep, immune health, beauty from within, and gut health.

Here are the projected ingredient trends for 2024 that supplement manufacturers should be aware of to stay ahead of the competition.


Ingredients are being highlighted on the front of the pack as they are crucial to the marketing message.

Crowned Innova Market Insights' Top Trend for 2024, "Ingredients: Taking the Spotlight," focuses on individual star ingredients that make new product developments stand out on the shelf. As a result, companies are highlighting ingredients at the front of the pack as consumers search for specific ingredients of interest. 

As a result, brand messaging for several nutraceutical products focuses on ingredients that can evoke strong consumer associations, whether in terms of taste, emotion, or functionality. This segment of consumers is often looking for trusted, recognizable ingredients with proven health benefits, such as key nutrients in which they may be deficient, such as vitamin D, magnesium, and iron, creating an opportunity to educate this demographic about their specific nutritional needs and requirements, and whether specific ingredients can help manage symptoms that are more common in their age group.

Vitamins, for example, have always been the anchor category for dietary supplements. According to a Nutrition Business Journal (NBJ) report, more than 58% of U.S. adults take at least one vitamin supplement daily. Vitamins typically account for most sales in the dietary supplement industry, providing a tremendous opportunity for new and existing supplement brand owners to develop and market innovative, quality-driven products.

The workhorse, stand-alone, comprehensive multivitamin approach has historically represented the vitamin market. As the market has evolved, it has become highly fragmented, and its evolution is driving a more focused, specialized solution approach. The multivitamin strategy no longer works, and consumers are looking for the next generation of combined vitamin ingredients that meet their specific needs.

Among minerals, magnesium is undoubtedly the fastest growing among consumers due to its suggested links to mood support, sleep support, relaxation, and a healthy immune system. It is also a versatile ingredient, produced in various dosage forms to meet the high RDA - including gummies, chews, and drink mixes - and packaged in stick packs, shots, and traditional bottles and jars.


Consumers expect brands to ensure product efficacy, focusing on nutrient absorption.

Consumers understand that the absorption of active ingredients, also known as bioavailability, is crucial for the effectiveness of dietary supplements.   Nutritional supplements can complement diets and eating patterns, increasing bioavailability to maximize nutrient intake.

As consumers' interest in convenient supplements that address various health areas grows, brands must provide formulations supported by data on absorption efficacy.

However, certain nutrients can present challenges, including off-flavors, reactivity, interactions with other ingredients, and undesirable color changes. It is essential to address these challenges to create stable, bioavailable, and palatable products that safeguard consumers from potential side effects, such as gastrointestinal irritation caused by ingesting nutraceutical formulations. 

Currently, there is a focus on developing technology platforms to overcome unwanted ingredient interactions that may hinder absorption. This innovation aims to isolate the ingredient with a protective layer without compromising its bioavailability, enabling the formulation of effective dietary supplements.


Consumer demand for scientifically proven ingredients is increasing because they provide reassurance.

Today's consumers are becoming more skeptical and require evidence to support product claims. They prefer products that are 100% natural and contain trusted ingredients, such as vitamins and minerals, which have been proven to be highly effective. Companies must provide clear and concise product information to meet these demands. 

Consumers want assurance that nutritional supplements contain only authentic ingredients. They also want transparency, trust, and safe products free from harmful ingredients and side effects.

Therefore, supplement manufacturers must introduce scientifically supported products with recognizable ingredients backed by science and ensure absorption. Additionally, they must provide evidence to support the claims made on their packaging.

To establish credibility and connect with their target audiences, brands should explain the science behind product efficacy and clinical trial results. Therefore, the nutraceutical industry must communicate the benefits of their products in terms that consumers can easily understand. This year, we expect a major trend focused on brands establishing trust in nutraceuticals through scientific backing. They can achieve this by using ingredients with validated health claims and branded ingredients to support the efficacy of new product launches.


Consumers want products that promote emotional and physical wellness, providing a holistic approach to health.

According to the FMCG Gurus report on the top 10 trends for 2024, consumers prioritize prevention over cure for their health. They proactively seek ways to improve their overall wellness, even without symptoms. Innova Trends Survey 2024 provides additional data, with more than one in three consumers claiming to be proactive in preventing health issues.

This has led to an increasing interest in holistic health. Consumers recognize the significance of cognitive and emotional well-being in promoting healthy aging.

Boosting the immune system remains a top priority when evaluating health goals for the new year. This highlights how many feel that they are still living in an era of uncertainty and that wellness regimes are very much focused on disease management. Addressing the digestive system is also a priority for many people. This is because gut health has been increasingly linked to overall well-being, and problems related to it have become more prevalent.

Consumers prioritize products that claim to improve mood, sleep, and relaxation and help them manage stress and anxiety, indicating that mental wellness is a top priority. They want products that provide both immediate and long-term benefits for their emotional and physical well-being, demonstrating a preference for holistic health. There is also an increased focus on products that deliver beauty benefits from within.

To capitalize on next year's supplement trends, it is crucial to take quick action, innovate uniquely, and offer a diverse range of health benefits from a single product. Therefore, it is important to prioritize overall health when developing new products.


The popularity of on-the-go delivery formats is increasing because they are seen as convenient and enjoyable.

Market research shows that dietary supplement brands must meet both logical, science-based needs and emotional, sensory experience-based needs to engage consumers and deliver the full value of their products.

While traditional capsules still dominate the market, new supplement formats are emerging to enhance sensory appeal and convenience for consumers. The importance of the entire user experience has never been greater, and forms that deliver full sensory potential are becoming more prevalent. Chewable and powder formats are generally preferred over other nutritional supplement options because they are associated with sensory appeal, convenience, and portability. 

To support wellness from a holistic perspective, new supplement launches should leverage convenient product formats, becoming increasingly popular with Millennials and Gen Z as their disposable income increases.


Consumers desire effective and gentle products on the stomach with minimal side effects.

Formulating supplements with reactive or unstable ingredients can be challenging. This can result in unpleasant taste, texture, and bioavailability issues. These problems may arise during product development and in consumer acceptability studies. Some products currently available in the market have unpleasant tastes, textures, and mixability. 

Additionally, consumers are often concerned about the potential side effects of supplements.   Brands should prioritize both efficacy and sensory experience when developing new products. Consumers seek effective products that provide a positive sensory experience and the assurance of proven efficacy and absorption. Brands are increasingly launching products that provide a pleasant consumer experience, with easy digestion and minimal side effects such as unpleasant taste, mouthfeel, or stomach upset.

Contact the Nutraceuticals team at nutraceuticals@lubrizol.com or visit www.lubrizol.com/Health/Nutraceuticals to learn more about Lubrizol Nutraceutical offerings.

Isabel Gómez


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