More people are taking supplements today than ever before—80 percent of Americans, to be exact. “The fact of the matter is that it’s really hard to get the diversity of plant foods you need in your diet from what you’re eating on a daily basis for many consumers,” says Sara Cullen, the founder and CEO of supplement company GEM, which launched in 2019. “This is where supplements come into play: They’re designed to provide your body nutrients on top of what you’re getting from conventional foods.”$331b
With supplementation at an all-time high—and the global supplements market projected to grow from its current $156.1 billion valuation to $331.6 billion by 2030—it’s only natural that new brands (like GEM) would crop up to give consumers an alternative way to take their vitamins. In 2023, a whole new category of products will enter the previously pill-dominated picture: bite-bized supplements made entirely from whole foods, designed to help you nosh your way to better nutrition.