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Results of ConsumerLab 2020 Preferences and Trends Survey are In

Collagen and Magnesium spiked in popularity this year, while vitamin D maintained its spot atop the list.

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By: Mike Montemarano

Associate Editor, Nutraceuticals World

ConsumerLab’s annual survey of consumer trends and preferences detailed this year’s rise and fall of over 169 supplement products, as told by a pool of 9,782 dietary supplement users who shared which supplements they currently use.
 
Over the past year, collagen rose in popularity by 4.1%, as did magnesium by 2.3%, and CBD by 2.6%
 
The greatest decreases in popularity, according to ConsumerLab, were curcumin/turmeric by 9.9%, cinnamon by 9%, CoQ10 by 4.4%, coconut oil by 4.3%, and fish oil by 3.9%.
 
The ConsumerLab survey’s pool of participants consisted of people who subscribe to the company’s semiweekly newsletter.
 
Despite a slight dip this year of 0.4%, vitamin D remained the most popular supplement, purchased by 66% of respondents.
 
With its continued rise in popularity, magnesium secured its place as the second most popular supplement, used by 53.5% of respondents, surpassing fish oil. CoQ10 remained in fourth place this year, followed by multivitamins (- 1.3 pts), probiotics (- 2.7 pts), curcumin and turmeric (- 9.9 pts), vitamin C (- 1.0 pt), B-complexes (- 1.1 pts), and vitamin B12 (+ 2.2 pts). Among the top 50 supplements, 30 declined in popularity while only 19 showed an increase. The survey assessed the popularity of 169 types of supplements and analyzed popularity by respondent age, gender, and frequency of supplement use. 
 
Although CBD rose to be the 31st most popular product, used by 14.5% of respondents, its growth slowed from earlier years. At the end of 2017, only 5.6% of respondents reported using CBD. This rose to 11.9% by the end of 2018, making CBD the 40th most popular supplement, up from 84th the prior year.
 
According to Consumerlab, 82% of its survey participants take at least four supplements daily, and all participants are active supplement users.
 
“We began the annual survey to guide our testing toward supplement categories and brands of greatest interest to ConsumerLab.com readers,” Dr. Tod Cooperman, ConsumerLab president, said. “It has evolved into an important indicator of change in the market for dietary supplements and health foods.”

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