Supplement trends to watch for in 2023 if you are a private-label business

Past years marked by the global pandemic made health and well-being a top priority for consumers. Surveys, research, and our experience suggest three supplement trends that will rule 2023. This article is for you if you have a private-label supplement business or are looking to start one. 

Despite the vulnerable financial stability of many consumers, a 2022 survey with more than 11,300 participants from 16 countries by Accenture revealed that 80% of people plan to maintain or increase their spending on health and fitness in the next year. The following supplement categories will have a strong market position in 2023:


We have seen immune-boosting supplements dominating the market, which was linked to the COVID-19 outbreak. We expect this trend to continue. A 2022 survey by Food Supplements Europe supports our observations, as it revealed that the No. 1 supplement in the EU is Vitamin D, followed by Vitamin C. Both vitamins are used for immune support. Multivitamin is also a product our B2B customers often order from us.


The recent social and economic development in the world impacts the mental well-being of people. A 2022 online survey among 3,192 adults conducted by the American Psychological Association in August and September confirms this claim. The vast majority of them reported inflation (83%), followed by the economy (69%) and money (66%) as significant sources of stress.

A 2022 EU survey with more than 27,000 employed workers revealed that workplace stress has been on the rise in Europe since COVID-19. Almost half of the respondents (46%) said they are exposed to severe time pressure or overload of work.

If you want to respond to this trend, include stress relief supplements in your product portfolioAshwagandha is an adaptogen known for its ability to reduce stress. People also use L-theanine as it helps them relax and lower stress.


The last product category is also linked to the global pandemic and lockdowns. People started working from home and increased their screen time, which had adverse effects on eye health. A 2021 research found that Americans in their early twenties spent an average of 28.5 hours per week on their phones in 2020, which is an increase from 25.9 hours per week in 2018.

A survey carried out in the UK in 2020 showed that more than 27% of people with eye conditions agreed that their eyesight had worsened during the COVID-19 lockdown due to limited access to healthcare services. Moreover, around 12% strongly agreed that they had felt their eyesight worsen.

Therefore, adding lutein or zeaxanthin to your product range will respond to the needs of people who want to improve their eye health.

Product formulations that reflect the customers’ needs related to immunity, stress management and eye health are likely to sell well in 2023. Partnering with a reliable supplement manufacturer can help you develop products that will reach your target group.

If you are interested in further supplement trends, you can also read our article about antioxidant supplements to learn more about products with the high growth potential for the coming years. We gathered relevant data and predictions so you can read about opportunities offered by gaming supplements.

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