It’s widely known that most trends start in the U.S. and ripple out to other regions, but are some regions unifying around these trends faster than others? Which regions have a faster growing consumer interest in supplements? The pandemic surely made a global impact on health and wellness, but what trends and categories are here to stay? Which ones are just a fad that’s overhyped on social media?

While there are countless ways to capture quantitative data from U.S. consumers, it proves to be more difficult in overseas markets where there are far fewer data tracking infrastructures and more privacy laws. This is why NBJ relies heavily on a network of contacts to help distill down what we’re seeing in each global market.

One of the more surprising findings from the NBJ global research is how similar consumer needs are across the globe. Mood and mental health are showing to be as big of a concern in India and Australia supplement markets as it is in the U.S. Similar success is anticipated in the women’s health market across multiple global regions.

Global supplement growth is predicted to increase from 5.3% in 2023 to 5.5% by the close of 2024; slowly inching to 6.1% in 2027. Mexico and Latin America are on track to be the highest growing markets in 2024, based on early market predictions. These combined regions now account for $20.95 billion, rivaling combined Western Europe sales in 2024 and surpassing it by 2027. Growth in Mexico and Latin America stems from the combined sports nutrition, meal, homeopathic and specialty category, which also holds the largest market share. NBJ estimates category growth is attributed mainly to sports nutrition and specialty products such as probiotics and collagen, much like we’re seeing in other regions like India, France, Italy and the U.K.

Following closely behind Latin America and Mexico growth in 2024 is India, at 8.7%. As of April 2023, India is the world’s most populous country, and younger generations are proving more open to improving health through nutrition. Combine that with India encroaching on China as a primary source of ingredients, all eyes are turning toward the subcontinent. Historically, herbs and botanicals have been the shining star for this region, but as with Mexico and Latin America, the combined sports nutrition and specialty market is far outpacing herbs; growing at 13.8% compared to 5.6% in 2024.

It typically takes many years for trends in the U.S. to spread to other regions. However, with the younger generations acquiring more buying power every year and taking a serious stand to improve their health, certain global supplement markets are primed to follow suit quicker than before 2019. Find out what other trends and categories are fueling growth globally in the recently published NBJ 2024 Global Supplement Business Report.