Vegan supplements nourishing the growing demand for plant-powered wellness

MARKET TREND | 18 January 2024

1. Plant-based supplement: market size and future outlook

In recent years, the market for plant-based protein supplements has experienced significant growth, reaching a significant value of $8 billion by 2023. Future prospects look equally promising, with a projected compound annual growth rate (CAGR) of 6.1 percent, which projects the market to reach $13.8 billion by 2032.

The evolution and trend in this sector is a reflection of the changing outlook of consumers, who are increasingly inclined to embrace vegan alternatives to meet their nutritional needs. The growing demand not only underscores an increased focus on health, but also a commitment to environmentally and animal-friendly food practices.

2. Key drivers of the plant-based supplements rise

The significant increase in the market for plant-based supplements is the result of several key factors that reflect a growing awareness of the benefits of plant-based diets, both from a human well-being and environmental perspective. The drivers behind the increase are as follows:

    1. Ethics and sustainability: animal-friendly approaches and ethical consideration toward environmental sustainability converge in vegan supplements. Free of animal-derived ingredients, these supplements embody a commitment to cruelty-free practices and respect for the ecosystem.

    2. Market attractiveness: the trend of ‘flexitarian’ diets has also led non-vegan consumers to embrace vegan supplements, expanding their market reach. These products become attractive to a wide range of consumers seeking healthy, versatile, and sustainable protein alternatives.

    3. Increasing health awareness and food preferences: growing awareness about personal health is a major driver of demand for vegan supplements globally. The search for natural, plant-based options to avoid animal-derived ingredients, which are associated with allergies and ethical concerns, is increasing. In addition, the rise of various dietary preferences and restrictions, such as lactose intolerance, gluten sensitivity, and adherence to specific lifestyles such as veganism, is catalyzing the demand for vegan supplements.

    4. Allergen free and easily digestible: plant-based protein supplements are often free of common allergens, such as dairy and soy, responding to growing allergen concerns. Plant-based proteins are perceived as easily digestible, expanding the base of interested consumers.
In summary, the growth of the plant-based supplements market is the result of a conjunction of factors spanning ethics, sustainability, and personal well-being, offering a versatile response to the needs of modern consumers.

3. The nutritional advantage: benefits of plant-based supplements

Vegan supplements are not only a response to the specific nutritional needs of vegans, but embody a commitment to sustainability, long-term health and well-being. From essential vitamins to crucial minerals, vegan supplements are designed to fill nutritional gaps that may result from a diet free of animal products. Vitamin B12, critical for proper nervous system function, finds its place alongside highly bioavailable sources of iron and omega-3 fatty acids derived from algae, a valuable resource for heart health.

The diversity of plant-based protein supplements, from sources such as peas, rice or hemp, offers a full range of essential amino acids, contributing to the building and maintenance of muscle mass. This is especially relevant for active individuals or fitness enthusiasts seeking vegan supplementation solutions.

The introduction of plant-based supplements brings with it several benefits:
    • Better Absorption: plant-based supplements are more easily absorbed than regular supplements;

    • Naturalness and Safety: these supplements are natural and free of additives or chemicals, minimizing allergic or side effect;

    • Adaptability: they can be consumed by those following a vegetarian, vegan or any other more restrictive lifestyle;

    • Lasting Effects: several studies have shown that plant-based supplements have longer lasting effects than regular or synthetic supplements;

    • Reduction of Inflammation: they reduce inflammation at the digestive level by contributing to a healthy gut environment;

    • Fiber Richness: they are rich in fiber, promoting intestinal peristalsis and helping to maintain a healthy metabolism over time.

4. Products and forms in plant-based supplements

The plant-based protein supplement industry is distinguished by its wide range of products, divided mainly into three key categories:


Throughout 2022, consumer demand has focused heavily on protein, which is the largest market segment. These supplements, formulated with plant-based protein sources such as peas, rice, hemp, soy or innovative combinations, are available in various forms, including ready-to-use powders and shakes. The reasons behind this market dominance are:
    • Versatility and convenience: Plant-based proteins are distinguished by their exceptional flexibility. They can be easily blended into a variety of beverages and foods, offering unparalleled adaptability in their integration into daily dietary routines. The powder form allows for customized dosing, giving consumers precise control over the amount of protein intake.

    • Pre- and post-workout use: Protein is increasingly popular for supplementation both before and after training. The quick preparation of protein shakes makes them a convenient choice for those seeking performance and muscle recovery support.


Mineral supplements for vegans, focusing on essential elements such as iron, calcium, zinc, and magnesium, come in various forms to ensure effective assimilation in the body, including tablets, capsules, and chewables. These options aim to fill potential nutritional gaps in plant-based diets.


To address potential deficiencies in vegan diets, vitamin supplements focus on key nutrients such as vitamin B12, vitamin D, and omega-3 fatty acids. While vitamin B12, commonly found in animal products, is supplemented by vegans, vitamin D is often obtained from sources such as sunlight. Omega-3 fatty acids derived from algae provide a vegan alternative to traditional fish consumption.

In terms of form, plant-based supplements are mainly available in powder and capsule form.


The powder format represents the predominant choice in the market. Due to its versatility and convenience, powdered supplements, both protein and other nutrients, can be easily incorporated into the daily dietary routine, offering customizable dosages. They are especially popular for pre- and post-workout supplementation.


Capsules are an option that provide robustness and precision in dosages, often used for vitamin, mineral and herbal supplements. Produced from plant-based materials, capsules meet the preferences of those seeking an alternative without gelatin or cellulose.
Create your own vegan supplements product line!

If you would like to explore the endless possibilities of plant-based supplements for your business, please do not hesitate to contact us. We are here to help you create customized products that meet the expectations of an ethically and environmentally conscious audience.


1. San Global research, Plant-Based Protein Supplements Market Size, Share & Trends Analysis
2. IMARC Impacful Insight, Vegan Supplements Market
3. Moonshot Pirates, The Top 10 Nutrition Trends of
4. KEMIN, 2024 Global Dietary Supplement
5. Forbes, The Top Nutrition And Fitness Trends To Watch For In 2024, According To
6. Wonnda, Supplement Trends 2024: What to Look Out for in the Coming

Privacy Policy | Cookie Policy

© 13:e Protein Import AB
Company VAT No. SE556641183001 | Speditionsvägen 45 | SE142 50 SKOGÅS/STOCKHOLM | SWEDEN | +46-8-6457959.
Powered by ALS srl.
× WhatsApp Chat