FIBER SUPPLEMENTS MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2023 - 2030)

The fiber supplements Market size was valued at US$ 3.7 Bn in 2023 and is expected to reach US$ 5.7 Bn by 2030, growing at a compound annual growth rate (CAGR) of 6.4% from 2023 to 2030.

Fiber supplements are nutritional products taken to increase the intake of dietary fibers. They provide various health benefits such as improving digestion, managing blood sugar levels, promoting heart health, aiding in weight loss, and relieving constipation. The growing health consciousness among consumers is driving the demand for fiber supplements.

The fiber supplements market is segmented based on ingredient type, product form, application, distribution channel, and region. By ingredient type, the psyllium husk segment accounted for the largest share of the market in 2022. Psyllium husk is a rich source of soluble fiber and helps in easing constipation. The rising cases of digestive issues are increasing the use of psyllium husk-based fiber supplements.

Fiber Supplements Market Regional Insights:

• North America is expected to be the largest market for fiber supplements during the forecast period, accounting for over 39.5% of the market share in 2023. The growth of the market in North America is attributed to the rising health concerns, growing geriatric population, and increasing fiber deficiency among consumers.
• Europe is expected to be the second-largest market for fiber supplements, accounting for over 28.2% of the market share in 2023. The growth of the market in Europe is attributed to the high prevalence of gastrointestinal diseases and surging demand for functional food and beverages.

• Asia Pacific is expected to be the fastest-growing market for fiber supplements, growing at a CAGR of over 16.3% during the forecast period. The growth of the market in Asia Pacific is attributed to growing disposable incomes, consumer awareness regarding fiber intake, and the adoption of western dietary habits.

Figure 1. Global Fiber Supplements Market Share (%), by Region, 2023

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Fiber Supplements Market Drivers:

• Increasing prevalence of gastrointestinal diseases: The rising prevalence of gastrointestinal diseases, such as irritable bowel syndrome, constipation, and diarrhea, is driving the growth of the fiber supplements market. According to the International Foundation for Gastrointestinal Disorders, around 45 million Americans suffer from chronic constipation issues. Fiber supplements can help improve digestion and gut motility. The psyllium husk supplement is commonly recommended by doctors to provide relief from occasional constipation. The growing recommendation of fiber supplements by healthcare professionals is expected to boost product adoption. For instance, as per the World Gastroenterology Organisation, gastrointestinal diseases affect nearly 35% of adults worldwide in any given year. The organization has also reported that diseases like GERD affect around 20% of Americans on a weekly basis.
• Growing consumer focus on preventive healthcare: Consumers are increasingly focusing on preventive healthcare and proactively managing diseases through supplements and functional foods. According to a survey, around 77% of consumers take nutraceuticals to avoid health issues. Fiber supplements are being utilized to lower cholesterol levels, improve heart health, regulate blood sugar levels, and aid in weight management. The rising consumer inclination towards preventive care through supplements is anticipated to propel the demand for fiber supplements. For instance, according to the figures released in 2022 by the Australian National Health and Medical Research Council, only 8% of Australian adults were consuming the recommended minimum of 30g of fiber per day.
• Increasing demand from geriatric population: The growing geriatric population across the globe is contributing to the rising utilization of fiber supplements. According to the World health organization ( WHO), the global geriatric population is projected to reach 2.1 Mn by 2050. Elderly people often have high risks of cardiovascular diseases, diabetes, and gastrointestinal disorders. Fiber supplements can potentially help in managing these conditions. The surging geriatric populace is expected to drive the growth of the fiber supplements market. For instance, a 2020 study by the National Health and Nutrition Examination Survey revealed that over 70% of American adults do not consume the daily recommended fiber intake of 25-30 grams through their usual diet.
• Rising demand for functional foods and beverages: There is an escalating consumer demand for fortified functional foods and beverages that offer extra health benefits. Food and beverage manufacturers are increasingly adding fiber supplements such as inulin and psyllium husk to a range of products including bread, cereal, yogurt, milk, juice, and smoothies to enhance their nutritional profile. The growing incorporation of fiber supplements in functional food and drinks is acting as another key growth driver for the market.

Fiber Supplements Market Opportunities:

• Increasing demand from emerging economies: Emerging economies, such as China, India, Malaysia, Brazil, Mexico, and Indonesia, offer significant untapped opportunities for fiber supplement brands. Rising disposable incomes, growing health awareness, and increasing digestive health issues are catalyzing the adoption of dietary supplements in these countries. Market players can focus on expanding their distribution networks, product customization, competitive pricing, and marketing initiatives to tap into the enormous potential offered by emerging markets. For instance, as per WHO, nearly 80% of diabetes deaths occur in low and middle income countries.
• Growing popularity of plant-based and clean-label supplements: There is a rising consumer inclination towards clean-label and plant-based health supplements devoid of artificial ingredients and additives. Consumers are increasingly looking for fiber supplements made from organic and natural raw materials. Brands can focus on launching plant-based and non-GMO supplements to attract ethically and health-conscious consumers. Unique packaging and transparent labelling can further help in gaining consumer trust. For instance, according to statistics, over 34% of global citizens followed a special diet or eating pattern such as veganism, vegetarianism or paleo in 2020, indicating a sizable portion of consumers interested in natural, plant-based options.
• Surging popularity of e-commerce: The growing proliferation of online retail and direct-to-consumer e-commerce websites provides immense opportunities for fiber supplement brands. Companies can focus on selling through their own websites and third-party online marketplaces. Digital marketing, discounts, and loyalty programs can be leveraged to attract customers. This can help expand product reach and boost consumer access to supplements brands in a cost-effective manner. For instance, as per data from the United Nations Conference on Trade and Development (UNCTAD), global e-commerce sales jumped from  U.S $25.6 trillion in 2014 to U.S $29 trillion in 2020.
• Increasing demand from food industry: There lies strong potential for fiber supplement manufacturers to cater to the growing demand from the processed food industry. Food manufacturers are seeking clean-label stabilizers and fortification ingredients to develop fiber-rich products. Catering to this demand can allow supplement brands to diversify their revenue streams and drive higher sales volumes. Strategic partnerships and private label manufacturing can be undertaken to serve the food ingredients segment. For instance, the WHO recommends an intake of 25-29g of fiber per day, however data from the UN Food and Agriculture Organization reveals global average consumption is only about 18g daily.

Fiber Supplements Market Trends:

• Increasing launch of probiotic supplements: Probiotic supplements are witnessing rising adoption owing to growing awareness regarding gut health. According to ConsumerLab.com, the probiotics supplements sales rose by 35% in 2020. Leading supplement brands are launching innovative formulas combining prebiotics and probiotics to improve their functionality. For instance, in 2022, Nova Nutritions launched a spore-based probiotic supplement powered by 100 Mn CFU and soluble prebiotic fiber to improve digestion. For instance, in 2022 Evivo, a non-profit nutritional supplement company, launched a dual supplement combining five probiotic strains and four types of prebiotic fibers to boost digestive and immune health.
• Rising popularity of gummy supplements: Gummy supplements are gaining significant traction owing to their delicious taste and chewable format which offers ease of consumption. Adoption among children and adults is rising owing to their flavorful taste. To capitalize on this trend, companies are introducing fiber gummies in attractive shapes and flavors. For instance, as per the International Food Information Council's 2022 Food and Health Survey, 26% of U.S. adults reported consuming fiber supplements in gummy, chewable, or other novel formats, up from 21% in 2021.
• Increasing demand for personalized supplements: Rising consumer demand for customized supplements as per individual health requirements is a notable trend. Leading players allow consumers to take online questionnaires and recommend products best suited to address their health goals. Companies are also offering subscriptions which allow periodic delivery of personalized supplement packs. This offers convenience while catering to specific consumer health needs.
• Growing product innovation: Fiber supplement manufacturers are continuously carrying out innovation in their product offerings to attract consumers. The innovations span across formulas, combinations, delivery formats, flavors, and natural ingredients. For instance, manufacturers are using clinically-backed strains, slowly digesting fibers, and patented enzyme technologies for differentiation. The growing focus on R&D and new product development are expected to be a major trend. For instance, as per data from the International Food Information Council, over 70% of Americans now seek out higher fiber options when shopping for packaged foods like bread, cereal, and snacks.

Fiber Supplements Market Restraints:

• Adverse effects: Certain side effects and intolerance associated with fiber supplements among some users are negatively impacting the market growth. Some individuals may experience bloating, gas, and abdominal discomfort after taking certain fiber supplements which limits their adoption. Proper dosage instruction and warning labels are critical to prevent adverse impacts and ensure safe consumption. For instance, according to the Norwegian University of Science and Technology study in 2021, over 60% of participants reported digestive problems with fiber supplement intake of over 25 grams per day.
• Counter balance:  Offer personalized solutions based on dietary needs, such as low sugar for diabetics or high-fiber blends for digestive health. Implement a subscription model that can be tailored to individual consumer usage patterns for convenience and retention.
• Negative publicity and false claims: There have been certain instances of negative publicity and lawsuits associated with false health claims of some supplement brands. This leads to growing consumer distrust and skepticism while purchasing supplements. Strict regulatory action on misleading claims and extensive clinical studies to substantiate product efficacy claims are vital to tackle this restraint.
• Counter balance: Create educational content highlighting the benefits of fiber, proper usage, and how your supplements help with specific health conditions.
• Preference for dietary modification: Medical professionals often recommend making changes in diet and increasing intake of high-fiber foods rather than directly supplementing fiber. This can restrict the adoption among some users. Awareness about the benefits of supplements in providing concentrated dosage and addressing nutritional gaps can help address this restraint for market players. For instance, as per data from the Global Burden of Disease study published in Lancet in 2020, only one in 10 people worldwide currently meet the recommended fiber intake through their diet.
• Counter balance: Highlight sustainable sourcing and environmental consciousness in product marketing.

Analyst’s Views

The fiber supplement market is expected to grow steadily in the coming years. One of the key drivers for growth is the increasing health consciousness among consumers and their focus on maintaining gut and digestive health. Many people's diets lack enough fiber which supplements help address. Another factor fueling demand is the various health benefits associated with fiber intake such as lowering cholesterol, managing blood sugar, and weight control.

However, pricing pressures from private label brands act as a restraint on the market. Consumers' preference for natural sources of fiber from foods is also limiting supplement usage to some extent. Proper labelling regarding the physiological effects of different types of fibers can help alleviate consumer concerns in this regard.

The Asia Pacific region is projected to be the fastest growing market due to changing lifestyles, westernization of diets and growing middle class. Within Asia Pacific, India and China in particular offer high growth potential. North America currently dominates

global sales but growth here may moderate as market saturation increases. Product innovation through novel delivery formats, flavors, and fiber blends can create opportunities to appeal to new customers.

Strategic pricing and campaigns emphasizing specific benefits for different target groups are vital for success. Collaborations with dietitians and nutrition experts can boost credibility and educate consumers on various fiber types. Overall, the fiber supplement industry seems well placed for continued but measured expansion worldwide.

Recent Developments:

New product launches:

• In January 2022, Optimum Nutrition launched Prebiotic Fiber to support digestive health and immunity. It contains 5 grams of prebiotic fiber per serving. Optimum Nutrition is a brand that offers a range of nutritional supplements, including protein powders, multivitamins, and energy drinks, among others. The brand has been trusted by professional athletes and gym enthusiasts for over 30 years Optimum Nutrition's products are designed to help build muscle, support recovery, and enhance endurance. The brand's protein powders, such as Gold Standard 100% Whey, are made with a blend of whey protein isolate, whey protein concentrate, and hydrolyzed whey protein and contain 24g of protein per serving
• In September 2021, Garden of Life announced a new line of Dr. Formulated Organic Fiber supplements featuring prebiotic fiber for gut health
• In June 2022, Metamucil launched a new line of fiber thins made with psyllium husk to help consumers add more fiber to their diet. The new thins are available in cinnamon spice and chocolate flavors. Metamucil is a fiber supplement.

Acquisition and partnerships:

In May 2022, The Honest Company acquired Earth Mama Organics, expanding its portfolio into the herbal supplements and belly butter category.

Earth Mama Organics is a company that offers a range of herbal care products, including herbal supplements and belly butter, formulated with effective organic ingredients to support pregnant and breastfeeding women and their families.

The Honest Company is a digitally-native consumer products company that provides safe and effective products for baby, personal care, cleaning, and vitamins.

In January 2023, The Vitamin Shoppe partnered with Ancient Nutrition for retail distribution of its collagen protein powders and fiber supplements

The Vitamin Shoppe is an American retailer of nutritional supplements, based in New Jersey. The company offers a wide range of products, including vitamins, supplements, protein powders, probiotics, and more. The Vitamin Shoppe operates both online and in-store, with over 700 locations across the United States.

Ancient Nutrition is a health and wellness company that offers a range of products, including whole-food supplements, multivitamins, and CBD hemp products. The company focuses on using organic, raw, and superfood ingredients, with an emphasis on regenerative farming practices. Ancient Nutrition's CBD hemp products are made from USDA Certified Organic hemp grown in the USA and blended with historically regarded and clinically-studied botanicals. The company is dedicated to regenerative farming practices and has committed 1% of all revenue to the RANCH Project, which focuses on regenerative organic agriculture.

In September 2021, Nestlé Health Science acquired Vital Proteins, adding collagen supplements and protein powders to its portfolio of consumer health products.

Nestlé Health Science is a global leader in the science of nutrition, committed to nourishing those who need extra care, filling nutrition gaps, and providing innovative products for a healthier future. The company offers a range of products, including whole-food supplements, multivitamins, and CBD hemp products, and focuses on using organic, raw, and superfood ingredients, with an emphasis on regenerative farming practices. Nestlé Health Science has three areas of focus: active lifestyle nutrition, medical nutrition, and ph Answer.

Vital Proteins is a health and wellness company that produces collagen supplements. armaceuticals. Vital Proteins' products are designed to help people feel better and live fuller lives through sustainably-sourced nutrition products, promoting health, fitness, and natural beauty. The company offers a range of products, including collagen peptides, marine collagen, and other supplements. Vital Proteins' collagen supplements are made from high-quality bovine and marine sources and are unflavored and easily digestible.

Figure 2. Global Fiber Supplements Market Share (%), by Application, 2023

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Top Companies in the Fiber Supplements Market:

• Garden of Life
• Optimum Nutrition
• Metamucil
• Citrucel
• Nature's Way
• Walgreens
• CVS Pharmacy
• Renew Life
• Rainbow Light
• Culturelle
• Align Probiotics
• Phillips
• Schiff
• Nature Made
• Puritan's Pride
• Now Foods
• Solaray
• Heather's Tummy Care
• Viva Naturals
• Prescript-Assist

Definition: The fiber supplements market consists of nutritional supplements that are used to increase the intake of dietary fiber in one's diet. Fiber supplements primarily contain isolated fibers derived from plants, grains, and psyllium husk. They are available in various forms such as capsules, powders, gummies, tablets, softgels, and wafers. The common types of fiber supplements include psyllium husk, methylcellulose, wheat dextrin, inulin, and calcium polycarbophil. Fiber supplements provide health benefits such as improved digestion and gut health, better weight management, reduced cholesterol, enhanced heart health, improved immunity, and regulated blood sugar levels. They are taken by consumers who have difficulty meeting the recommended daily intake of dietary fiber through food sources alone. The growing prevalence of gastrointestinal issues and consumer focus on preventive healthcare are expected to further drive the demand for fiber supplements.

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