Market Introduction:

In 2023, the global liquid dietary supplements market was valued at USD 20 billion and is projected to grow at a compound annual growth rate (CAGR) of 10% from 2024 to 2033. By 2033, the market is anticipated to reach USD 51.87 billion. The rise in health and wellness trends is expected to be a key factor driving this growth in the global liquid dietary supplements industry.

Liquid dietary supplements are products designed to enhance the nutritional value of meals, providing a convenient way to boost nutrient intake in liquid form. These supplements are rich in essential nutrients like vitamins and minerals and may also include superfoods and greens. A popular example is protein shakes. Liquid supplements are easy to consume, quickly absorbed by the body, and are ready-to-drink, making them highly convenient with no need for preparation. They come in a wide range of flavors, meeting various dietary needs related to weight management, sports nutrition, medical health, and general wellness. Suitable for all ages, from infants to the elderly, they effectively support diverse health and nutritional goals.

Recent Development

Wellington Foods, a leading dietary supplement contract manufacturer, is dedicated to producing products that support healthy lifestyles. The company selected the high-performance X37 x-ray inspection system from Mettler-Toledo Safeline for its ability to identify even the hardest-to-detect foreign objects, such as a glass shard inside a glass bottle. The X37 x-ray system enhances Wellington’s manufacturing with versatility, high throughput, lower energy consumption, and improved detection sensitivity.

Market Dynamics:

Drivers
The trend toward health and wellness is boosting the demand for liquid dietary supplements. Rising cases of lifestyle-related health issues, such as obesity, diabetes, cardiovascular diseases, and nutritional deficiencies, have led to a shift in consumer priorities toward better health management. With greater access to information, people are more knowledgeable and proactive, adopting active lifestyles and paying closer attention to their nutrition. Liquid dietary supplements have become a popular solution to complement meals and fulfill daily nutrient requirements.

Increased awareness of nutritional deficiencies, along with improved access to health screenings, enables people to better understand their health needs and pursue personalized wellness strategies. This active lifestyle trend is fueling demand for supplements that enhance stamina, muscle recovery, strength, endurance, and agility. The availability of these products across offline and online distribution channels further supports market growth, with a wide range of brands and products catering to various demographics also contributing to this expansion.

Restraints
The risk of developing dependency on supplements – Liquid dietary supplements are designed to enhance the nutrient profile of regular meals, not to replace them. Nutritional needs should ideally be met through natural foods integrated into daily diets. However, the convenience of supplements and the effort involved in sourcing and preparing whole foods may drive some consumers toward excessive reliance on supplements. This over-dependence can lead to imbalanced nutrition, where certain nutrients are consumed in excess, while others are deficient. Such imbalances can adversely affect health in both the short and long term. Consequently, this potential dependency on supplements may limit the market’s growth.

Opportunities
Advances in product innovation – The growing demand for supplements has prompted companies to develop enhanced products with improved effectiveness, flavor, and convenience, aiming to capture more market share. Companies are focusing on innovative formulations to establish a competitive edge. Additionally, scientific advancements have led to the creation of improved delivery systems, which allow supplements to be absorbed more efficiently and rapidly. Innovations have also extended to personalized nutrition, where supplements are tailored to individual needs. Furthermore, companies are diversifying flavors and ingredients to enhance taste, texture, and appeal, incorporating both widely popular flavors and unique, locally inspired options to attract a broad customer base. Eco-friendly and sustainable packaging solutions are also contributing to the market’s growth by aligning with environmental values.

Regional Segmentation Analysis

The regions assessed in the market study include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. North America held the largest share of the global liquid dietary supplements market in 2023, accounting for 43% of market revenue.

High consumer demand in this region is driven by strong awareness of supplements and an emphasis on health and wellness. The increasing preference for active lifestyles, largely influenced by the rise in lifestyle-related illnesses, has also contributed to the growing use of supplements to meet daily nutritional needs. The extensive availability and accessibility of supplements through well-established distribution networks further fuel market growth. Additionally, the presence of leading industry players ensures a steady supply of supplements, alongside ongoing innovation and the introduction of new flavors, packaging options, and ingredients. These companies continue to refine formulations for improved effectiveness and convenience. Furthermore, a robust regulatory framework ensures product safety and boosts consumer confidence, supporting the market’s growth in the region.

• International Flavours & Fragrances (IFF), a U.S.-based company, recently announced it has achieved a breakthrough in encapsulating high-viscosity liquid and semi-liquid nutritional ingredients for use in softgel supplements. This innovation, an industry first, allows manufacturers to produce durable, high-quality, plant-based softgel capsules that perform just as effectively for complex ingredients as traditional animal-based gelatin, meeting the rising consumer demand for plant-based supplements. This latest achievement highlights IFF’s dedication to addressing challenges in softgel technology for nutritional supplements.

• AQUANOVA AG, a German B2B producer of liquid colloidal formulations, offers NovaSOL Curcumin and NovaSOL Curcumin/Boswellia. For the first time, AQUANOVA has successfully encapsulated one of its products in a vegan softgel capsule.

Ingredients Segment Analysis

The ingredients segment is categorized into vitamins and minerals, botanicals, proteins and amino acids, among others. In 2023, the vitamins and minerals category led the market, holding approximately 37% of the share. Vitamins and minerals, like carbohydrates, fats, and proteins, are essential for proper body functioning. They play a critical role in a balanced diet, supporting metabolism, bone health, immune function, and numerous cellular processes. Key vitamins include A, B-complex, C, D, E, and K, while vital minerals include calcium, iron, zinc, and magnesium.

Due to poor dietary habits and limited awareness of these nutrients and their sources, many people unintentionally omit these essentials from their daily meals. The increasing prevalence of vitamin and mineral deficiencies reflects this trend. Liquid dietary supplements offer an efficient way to address these deficiencies, as they are quickly absorbed and can easily be incorporated into food and drinks. They are available in a variety of flavors, providing consumers with options, and are suitable for all age groups. Greater awareness of vitamins and minerals, along with regular health screenings identifying more cases of deficiencies, has driven demand in this segment.

• The Good Food Group has partnered with Nutrivitality, a Nottingham-based producer of liquid vitamins, nutrients, and minerals, to promote Nutrivitality’s products across UK retail outlets. The Good Food Group will help introduce Nutrivitality brands to major UK stores like Boots, Holland & Barrett, Wholefoods, Planet Organic, Selfridges, and others. Nutrivitality’s offerings include the SKINGLO liquid collagen and skincare line. Known as pioneers in the liquid supplement field, Nutrivitality has developed a range of products designed to support skin health, digestion, energy levels, immune function, joint strength, women’s wellness, and family multivitamins.

Application Segment Analysis

The application segment is categorized into bone and joint health, heart health, immune health, sports nutrition, weight management, digestive health, and others. In 2023, the sports nutrition segment led the market, capturing approximately 38% of the share. This niche segment caters primarily to professional athletes, who require optimal nutrition to support their rigorous daily activities. To enhance their strength, endurance, agility, and stamina, athletes need additional nutritional support beyond regular meals. Liquid dietary supplements play a crucial role in boosting athletic performance, facilitating recovery, and improving overall health. Their rapid absorption contributes to quicker results, and the liquid format allows for easy consumption. These supplements are conveniently packaged in small portions for on-the-go use.

The growing awareness of lifestyle diseases and the increasing adoption of active lifestyles have made liquid dietary supplements appealing to the general public as well. They are particularly popular among gym-goers, joggers, marathon runners, CrossFit enthusiasts, and others who regularly engage in sports to maintain fitness. The wide range of flavors available also enhances the demand for liquid dietary supplements among consumers.

Nutrartis, a health solutions provider, has announced the U.S. launch of Cardiosmile, a natural supplement. Cardiosmile contains natural plant sterols that have been clinically proven to be effective. Its liquid sachet format makes it easy to incorporate into meals, beverages, and daily routines, utilizing water-dispersible phytosterols for a straightforward and effective approach to heart health and cholesterol management. The liquid form of Cardiosmile simplifies its integration into a balanced diet, eliminating the need for tablets. Its neutral flavor and liquid consistency allow customers to mix it with their favorite foods, such as drinks, yogurts, sauces, and smoothies, catering to those focused on maintaining heart and cholesterol health.

Distribution Channel Segment Analysis
The distribution channel segment is classified into supermarkets and hypermarkets, health and beauty retail stores, drugstores, and online platforms. In 2023, the supermarkets and hypermarkets segment held the largest market share, accounting for approximately 40%. These retail chains offer a wide array of products from various brands, organized into dedicated aisles for customer convenience. Supermarkets and hypermarkets provide a comprehensive selection of liquid dietary supplements from numerous brands, all available under one roof, making them easily accessible in local communities. Some supermarkets are exclusively dedicated to health and wellness products worldwide, allowing consumers to make informed choices by providing a variety of options from multiple brands in one location. They typically maintain consistent stock levels and are trusted distributors for both consumers and manufacturers. Additionally, they often offer membership or shopping cards along with various promotions, discounts, and special deals.

The Best of Moi, a direct-to-consumer (D2C) company based in Sydney, recently secured an $850,000 pre-seed funding round to enhance product development and customer experience for its “Fabulous Moi” line of liquid dietary supplements. The company positions itself as a wellness brand that is carbon neutral and free of plastic, committed to sustainable practices and ethical sourcing. The pre-seed investment comes from venture capitalists and serial entrepreneurs, whose identities are not disclosed, but who share a common goal: to create enduring consumer brands that positively impact people’s lives. The funds will be allocated to five primary areas: marketing and brand awareness, expansion of sales channels, operational improvements, sustainability initiatives, and product development, which will receive a significant portion of the investment.

Some of the Key Market Players:

• Abbott Laboratories
• Amway
• BASF
• Bayer
• DuPont Nutrition & Biosciences
• Glanbia
• GlaxoSmithKline
• Herbalife International
• Koninklijke DSM

Liquid Health, Inc