Expo West trend spotting with SPINS: Gummies, collagen, kids’ nutrition

By Stephen Daniells

- Last updated on GMT

Related tags Gummies Dietary supplements Collagen kids supplement Brain health sleep supplements Magnesium Rhodiola rosea SPINS

Natural Products Expo West 2023 is always a launch pad for brands, and this year had some notable new products on display. We walked the supplement aisles with Scott Dicker from SPINS to pick out some key trends, and comment on what we didn’t see.

Gummies, gummies everywhere...

First up was the abundance of gummy formulations from many brands. “We’re seeing gummies still as the preferred format for delivery, but we’re still not at the point where we have a single gummy for most of the servings,” said Dicker, who is Director of Market Insights for SPINS.

SmartyPants caught the eye with its new Sugar Free Multi & Omegas gummy multivitamins in Kids, Women’s, and Prenatal formats. The products are sweetened with plant-derived monk fruit and allulose and do not contain any sugar alcohols.

“[By removing sugar] you’re removing one of the barriers for consumers,” said Dicker. “People don’t want sugar. It’s still the most vilified nutrient out there so as we get to more of these alternative sweeteners – there’s also been some very negative press about certain sweeteners​ – so really being careful and cognizant of which ones you’re using to have a lasting impact.”


In terms of standout ingredients, collagen was everywhere. “We’re seeing collagen as a preferred ingredient right now,” said Dicker. “Walking the show floor, this is everywhere, both in supplement formats and in ready to drinks. Looking at the data, we see it continuing to grow, both percent sales and market share. It’s up to the number two protein source on Amazon right now, behind whey protein.

“Even if they’re a plant-based company, they’re bringing out a collagen booster,” he added.

Notably, NOW was showcasing its new Collagen Jelly Beauty Complex, offering a novel delivery format for the ingredient.

Supplements for kids

“We’re seeing a lot more positioning towards kids,” noted Dicker. “This was something that took a back seat during the past couple of years, but last year with the re-emergence of cold and flu season, we’ve seen a shift back to kids supplements for immune health.”

Emergen-C was showcasing one of the most fun products at the show: Emergen-C Kidz Crystals which popped on your tongue like poprocks.

“One of the things I’ve been wanting to see over the past few years – and it’s starting to come to fruition – are these other formats beyond the gummy that are fun. The poprocks are a great example. I think other candy formats could be coming, like jelly beans.”

Brain health and sleep

“The market continues to be strong for nootropics,” said Dicker. There were many energy products formulated with caffeine at Expo West, which then creates the opportunity for products for relaxation, he said.

We also caught up with Roy Krebs, CEO of Natural Stacks, which offers a range of products for sleep, cognition, and mood. The company’s products are available in CVS, GNC, Sprouts, Natural Grocers, and will be launching into Vitamin Shoppe and Sam’s Club in April 2023.

Natural Stacks’ best seller is MagTech formulated with different forms of magnesium, including magnesium glycinate, magnesium taurate, and magnesium-l-threonate “It’s a very unique bioavailable blend,” said Krebs.

The company was also showcasing its big selling Serotonin Brain Food supplement, which won a NEXTY Awards at the event two years ago. This product is formulated with Rhodiola rosea, magnesium glycinate, zinc glycinate, vitamin B3, and L-Tryptophan.

What was missing?

Scott and I also spent a few minutes chatting about the things we expected to see more of, including women’s health, CBD, and microbiome modulation.

Check out the full video for more.                                                                                                                 

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