Men’s Health Trends

The category of men’s health supplements is experiencing significant growth as the concepts of prevention, fitness, and longevity become increasingly integrated into mainstream society. According to global market projections, the men’s supplement industry is expected to reach an impressive valuation of approximately $75 billion by the end of the year in 2025, with a compound annual growth rate (CAGR) of 10% expected through 2030. This expansion is primarily fueled by a shift toward proactive wellness initiatives, the rising prominence of fitness culture, and the evolving demographics associated with an aging population. (1)

Concurrently, consumers are becoming more discerning in their choices regarding health supplements. There is a growing emphasis on the importance of product quality and scientific evidence, with many individuals prioritizing third-party testing, clean ingredient labels, and effective dosage recommendations. This trend aligns with the guidance provided by leading health authorities and mainstream health publications. (2)

What are men shopping for?

1. Hormonal Vitality and Performance: The inclusion of ashwagandha, tongkat ali, zinc, and magnesium in men’s health regimens has become increasingly prevalent, particularly for their potential benefits in enhancing energy levels, libido, and overall training outcomes. While the strength of evidence supporting the efficacy of these ingredients varies significantly based on the specific component and its dosage, they stay popular choices among individuals striving for peak performance and vitality. (3)
2. Stress, Sleep, and Cognitive Support: The rise of adaptogens, along with essential nutrients such as magnesium, L-theanine, and omega-3 fatty acids, reflects a growing awareness of the importance of mental well-being. These ingredients are not only gaining traction in dietary supplements but are also beginning to make their presence felt in the realm of functional beverages, offering consumers innovative ways to support their cognitive health and manage stress.
3. Heart Health, Metabolic Function, and Active Lifestyle: Essential nutrients such as vitamin D, omega-3 fatty acids, and creatine are appearing as vital components for men who prioritize longevity and an active lifestyle. Notably, creatine is increasingly being recognized for its cognitive benefits and its role in promoting healthy aging, making it a staple among those looking to enhance their overall well-being and performance.
4. Prostate Health and Healthy Aging: In the pursuit of supporting prostate health and promoting healthy aging, consumers often turn to natural ingredients such as saw palmetto, lycopene, and various plant-derived polyphenols. These ingredients are celebrated for their potential to support overall well-being in men as they navigate the aging process.
5. Gut Health: Probiotics and dietary fibers continue to enjoy popularity among health-conscious consumers. Experts emphasize the necessity for realistic claims and evidence-based approaches within this sector, ensuring that products are backed by scientific research to support their effectiveness in promoting gut health.

Fast Evolving Formats and Delivery Systems

The market for gummy supplements is continuing to demonstrate impressive growth, particularly within the North American region. However, brands are now confronted with the intricate challenge of effectively balancing several crucial factors. These include managing sugar content, ensuring product stability, and adhering to established dosage limits. Meeting these diverse demands is essential as health-conscious consumers become increasingly discerning about their nutritional choices.

In parallel, liquid supplements are witnessing a remarkable surge in popularity, with The Vitamin Shoppe reporting an extraordinary 50% increase in sales of liquid vitamins. This significant trend indicates a pronounced shift towards products that not only provide quicker absorption but also enhance convenience for consumers who are in pursuit of efficient and effective nutritional solutions tailored to their busy lifestyles.

Moreover, the appeal of powdered supplements and stick packs is gaining momentum, driven by consumers’ growing preference for higher dosage options, lower sugar content, and the practicality of portability for their on-the-go routines. Recent data from SPINS illustrates a sustained interest in powdered formulations, particularly in specific market segments, as compared to gummy alternatives, thereby underscoring this evolving consumer preference.

Men are actively seeking effective dosages presented in convenient and palatable formats. This demand emphasizes the importance of innovative solutions for taste-masking minerals and botanicals, ensuring color stability in acidic or high-protein environments, as well as the necessity for clean-label formulations that do not compromise on sensory experience.

How Sensient Pharmaceutical can Help

Taste architecture and bitterness blocking: minerals like magnesium, zinc, iron and botanicals like ashwagandha or tongkat ali can be earthy, bitter or metallic. Out taste masking technology help neutralize off-notes in gummies, chewables, RTD beverages and powders – so you can hit efficacious levels without compromising flavor.

Flavor systems built for men’s palettes: from cactus-ginger, spicy mango and smoked berry for performance SKUs, to dark cherry, blackcurrant and vanilla bourbon for sleep or recovery, we can design on trend profiles that pair with functional actives and resonate with male consumers.

Colors that work in your formula: natural and synthetic colors engineered for the formula: heat and pH stable hues for energy drinks, opacity solutions for protein and creatine powders and clean, natural tones for gummies and tablets. All are aligned with men’s category cues (steely blues, deep reds, charcoal blacks and performance greens).