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Top supplement trends for 2020

The global wellness market is expected to reach $249.4 billion by 2020, at a CAGR of 6.4% compared to 183.1 billion in 2015. But how will the supplement industry change in 2020? In this article we look at the top food supplement trends for 2020 and how they will be used within the food supplement industry.

Watermelon Seeds

food supplement trends 2020

Watermelon seeds are low in calories, offering an array of micronutrients such as copper, zinc, potassium, magnesium, iron and folic acid. They are also rich in amino acids, proteins and vitamin B complex. They are linked to stronger immunity and better health, with magnesium helping with hypertension and improving heart health. Consuming watermelon seeds daily could contribute to boosting heart health and maintaining blood pressure.

Watermelon seed oil is widely used within cosmetics products to treat the early signs of ageing. Packed with antioxidants, these seeds provide the skin with a healthier slow due to the presence of fatty acids. When used within food supplements, you ensure the skin is receiving the micronutrient benefits throughout the body, just not on the skin.

Vegetable powders

Powders are quickly becoming a firm favourite with consumers due to their creative flavours and bigger blends of nutrients in one small serving. The whole fruit and vegetable powder movement has slowly increased people’s average consumption of fruit and vegetables due to their convenience and longer shelf life compared to fresh alternatives. Across the next year or two, we will see numerous fruit and vegetables turned into powder for nutrition, flavour and texture within food supplements.

The increasing trend sees superfood powders such as acai berry, goji berry, cranberry etc being placed into both beauty powders and sports nutrition products due to their added benefits.

Soya free

Soybeans are a part of the legume family, which also includes foods such as kidney beans, peas and peanuts. Soy is found in many processed foods around the world, such as meat substitutes, broths, cereal and processed meats.

A soy allergy occurs when the body’s immune system mistakes the protein found in soy for invaders and create antibodies against them. The next time a soy product is consumed, the immune system then begins to release histamines which then aim to protect the body but produce an allergic reaction.

Within the last 3-5 years, a soy free diet has become extremely popular to avoid issues with allergens, with a lot of vegan products being specifically soy free to avoid issues. As we look to avoid soy within our diets, we also open a world of soy alternatives, such as hazelnut and mushroom.


Moringa powder is derived from moringa leaves, belonging to a tree found in Africa and Asia. It is one of the most nutrient rich plants in the world. Providing a spinach green

flavour, it is often found within greens blends and rich smoothies within the health and wellness industry.

Moringa contains 25% plant protein including 9 essential amino acids, fibre rich and a good source of vitamins K, E, A and Calcium. As moringa is a natural source of these nutrients, it is highly bioavailable, so our bodies absorb the benefits easier than taking synthetic supplements.

Moringa is often ideal for vegan diets lacking in iron, being high in iron, moringa is fantastic for reducing tiredness and fatigue. Moringa also has one of the highest antioxidant contents of any food. Antioxidants are essential for protecting, repairing and preventing cell damage, protecting the cells from free radicals.


As people become busier in every day life with career opportunities, children and travelling, you may think – why aren’t I exhausted at the end of the day?!

With so much to do, the brain often doesn’t shut off, thinking about plans for the next day to avoid you forgetting them. Being busy and rushing from one thing to the next leads to an increase in sympathetic nervous system activity and in turn increases adrenaline. Once people then begin worrying about sleep itself on top, the over stimulation repeats the lack of sleep and the circle continues.

This has led to an increase in the sleep supplement market, with remedies to help relax and improve sleep becoming increasingly popular. Ingredients you will often find in herbal teas such as chamomile, lavender and passionflower are creeping into food supplements, alongside magnesium and b vits to improve tiredness and fatigue the next day.


The global pet food nutraceutical market was valued at 6.3billion in 2019, with an estimated CAGR of 4.8% between 2019-2024.

Pet supplements have quickly grown due to the importance of pets within family life. People want to ensure their pets have healthy and long lives, and supplements can help improve joints and eye health.

The increasing number of single families, rising animal healthcare costs, aging pet population, and poor outcomes of the use of drugs have led to consumers looking for alternatives in the form of natural and organic products. Supplements are used as alternatives to drugs, by the veterinary community. The addition of active ingredients based on intended functionality is making supplements therapeutic and nutritional treats.

Do you agree with our trends for 2020? Are you looking for a product containing one of our trending ingredients? Contact us today.