The dietary supplement market is strong and getting stronger. How much stronger? Billions stronger. Sales are trending about $2 billion higher than Nutrition Business Journal’s (NBJ) pre-Covid forecast.

What trends are shaping those sales? With close to 600 supplement industry exhibitors and over 65,000 attendees, Natural Products Expo West revealed the concepts — and ingredients — propelling the market.

Whether you’re a supplier, a brand or a retailer, these product segments should be on your innovation and merchandising radar. Here are several of the hottest supplement categories that rise to the top as spotted by Inside the Bottle and our partners at SPINS.