The global supplement industry is expected to reach £ 214 billion by 2024. More people are beginning to use supplements to support general health and wellbeing in the form of multivitamins and targeted supplement regimens.

Now that we’ve got a fresh new year (and decade), it’s a good time to discuss the upcoming trends in the industry that will no doubt be contributing to the overall growth of the supplement industry.

So what are the supplement trends expected for 2020?

In this article, we’ll cover the current trends, and new trends expected to happen this year in the UK, and the rest of Europe.

Let’s dive straight in.


1. Clean Label Supplements

Clean label is a term used to describe supplements that avoid the use of artificial flavours and other additives in favour of more natural compounds.

As time goes on, more people are becoming aware of the potential dangers hidden in supplements that contain toxic additives like synthetic dyes, bulking agents, and preservatives.

As a continuation of 2019 trends, we expect to see more companies offering clean labels on its health supplements.


2. CBD Supplements

Cannabidiol — aka CBD — is a phytochemical extracted from the cannabis plant. It’s non-psychoactive and has a long list of reported health benefits on the body.

There’s no doubt CBD was the supplement of the year for 2019. With its current trajectory, CBD is set to continue its domination of the industry for 2020 as more and more countries pass new laws for non-psychoactive CBD products.

Recent research suggests the CBD industry to reach $23.6 billion USD by the year 2025. In the UK alone, CBD is reported to reach over £1 billion within the next 5 years.

CBD supplements are available in all different forms — from topical salves to edible oils and capsules.

CBD made from hemp plants is completely non-psychoactive and offers a wide diversity of health benefits to the human body by regulating a system in the body known as the endocannabinoid system. This system is located throughout the body and is used to maintain homeostasis (balance) of various organ systems.



3. Genetic Testing & Personalised Nutrition

Companies like and 23andMe pioneered the “at-home” genetic testing industry — bringing simple, affordable genetic testing to people all around the world.

Genetic testing can provide useful insight into your underlying health risks, metabolism of different compounds, and the likelihood of developing various nutrient deficiencies or health issues. This information provides a data-driven approach to finding the best supplements for your body individually.

Now that genetic testing is accessible to almost everybody, there are more and more health professionals and companies stepping up to interpret this information for you to provide personalised nutrition plans.


4. Yerba Maté Tea

Yerba maté is a tea made from a South American tree in the holly family of plants. It’s exceptionally high in the alkaloids caffeine and theobromine. Both of these alkaloids have potent stimulating effects on the central nervous system — working to delay the onset of physical and mental fatigue.


This stimulating beverage is already very popular in the regions it grows (Argentina, Brazil, Uruguay), but is beginning to trend in the Western world as well as an alternative to coffee. Many experts even suggest yerba maté is superior to coffee for its comparable stimulating effects, lower chances of side effects, and additional health benefits.

Yerba maté tea is very similar to coffee and fits the same category of supplement. Like coffee, yerba maté is used to support focus and concentration, increase energy levels, and stay awake longer. But there are some key differences between yerba maté and coffee: 

  1. A) Yerba maté is rich in theobromine

This compound is not found in high amounts in coffee. It has similar stimulating activity on the central nervous system, but in a different way to caffeine. Experts suggest theobromine balances the effects of caffeine on the body to minimise side-effects like anxiety or muscle tension — without compromising the benefits of the caffeine itself.

  1. B) Yerba maté has a unique preparation method

Although you can prepare yerba maté like any other tea, or even take the herb in capsule form, the traditional preparation method is unique only to this type of tea. It involves a special cup and filtered straw (called a bombilla). The tea is added directly to the cup and refilled with hot water.

  1. C) Yerba maté is exceptionally high in antioxidants

The leaves of the yerba maté plant have an impressive antioxidant profile, adding to the long-term health benefits of the plant. Antioxidants have a long list of important health benefits, from supporting cardiovascular health to resisting the damaging effects stress has on the body.

5. Fruit & Vegetable Tablets

Getting enough fruit and vegetables into the diet is a challenge for many people. Many people today eat the bulk of their meals on the run, either at fast-food restaurants or from quick and convenient microwave meals. These foods are notoriously void of phytonutrients we get from fruits and vegetables.

Thanks to some recent advancements in processing techniques, you can now buy tablets made of concentrated fruits and veggies. These products are rich in essential phytonutrients. You can get entire portions of fruits and veggies in just a few convenient tablets.

We expect the fruit and veggie tablet industry to continue growing for 2020 as people use these supplements to ensure they get enough of these vital foods on a daily basis.



Summing It Up: Supplement Trends for 2020

As the new year is now in full-swing, many of us are planning our health goals for the year. Google trend data, along with industry insight and research conducted by various analysis companies suggest five new supplement trends are approaching for 2020.

You can expect to see more companies employing clean labels on many of their products, and a lot more personalised supplement plans guided by the use of at-home genetic testing like 23andMe.

Additionally, CBD will continue to be one of the most popular supplements of the year (suggested to continue for the next 5 years or longer), along with yerba maté as an alternative to coffee, and powdered and tableted servings of fruits and veggies.

What are your thoughts? Leave a comment below if you think there’s something on this list we’ve missed. We’d love to hear from you.