An obsession with dietary supplements is a relatively recent trend, tied to a spike in social media promotion and a growing interest in longevity, and perhaps partly driven by the seductive idea of a “silver bullet” for an ageing population.
Supplements are a serious business: the global market is expected to more than double from US$203 billion last year to US$454 billion by 2035.
A-list celebrities Jennifer Aniston, Hailey Bieber, David Beckham, Joe Rogan and others endorse supplements that range from protein powders to longevity and brain health boosters.
Among the fastest-growing supplement categories are those that claim to support cognitive health, including nootropics such as creatine and omega-3 fatty acids, and adaptogens – herbs and plants thought to help the body resist stress.
Gut-health solutions and probiotics are also in high demand, as are beauty supplements such as collagen and hyaluronic acid that are said to boost skin health. Supplements in the form of gummies, powders and functional beverages have also made their way to supermarket shelves.
There is a market for children’s supplements worth billions of dollars, and it is growing.
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