Imagine you’re crafting a supplement that doesn’t just sell but truly connects—something that feels like it was made for your customers, not just at them. In 2024, that’s not a far-off vision; it’s happening right now, thanks to the power of data-driven insights. U.S. consumers spent an incredible $69.3 billion on supplements this year, a 5.2% jump from 2023, according to the Nutrition Business Journal. That’s not just growth—it’s a sign of how deeply supplements have woven themselves into everyday life. And with mass market sales hitting $18.7 million, the opportunity for fresh, cross-category innovation has never been bigger.

But here’s the thing: knowing what people buy isn’t enough anymore. The real question is why they’re reaching for that bottle of creatine or ashwagandha. Data is the key to unlocking those answers, helping brands like AIDEVI create products that don’t just follow trends—they set them. Let’s dive into how next-gen tools and smart insights are transforming the supplement industry, and why trust is the foundation that keeps it all standing.

The “Why” Behind the Buy

The supplement world isn’t what it used to be. Every category—from sports nutrition to stress relief—saw growth in 2024. Scott Dicker, Senior Director of Market Insights at SPINS, puts it perfectly: “Most of the growth doesn’t come from shiny new ingredients. It’s about established ones finding new homes.” Take creatine, a gym staple now popping up in brain health formulas. Or beetroot, once a fitness favorite, now boosting cardiovascular supplements. These shifts aren’t random—they’re driven by data showing what consumers want and why.

For AIDEVI, this means opportunity. Data can reveal not just what’s selling but what’s sparking interest—whether it’s a busy parent seeking a stress-busting gummy or an active senior looking for muscle support that fits their life. It’s like having a map to your customers’ needs, guiding you to innovate in ways that feel personal and relevant.

Next-Gen Tools: SPINS’ AttLab Lights the Way

Ever wonder how to turn a hunch into a hit product? That’s where tools like SPINS’ AttLab come in. This isn’t your average sales tracker—it’s a research platform that digs into how ingredients are positioned and what drives their success. “We can show you how positioning impacts sales,” Dicker explains. For AIDEVI, that could mean spotting a trend like creatine moving from sports drinks (which are cooling off) to meal replacements or even probiotics, where it’s gaining steam.

Picture this: AttLab shows that 40% of new creatine products are gummies, hinting at a shift toward mass-market appeal. Or it flags a rise in meal replacements—maybe tied to GLP-1 trends or aging consumers wanting nutrition that multitasks. These insights let brands test ideas with confidence, ensuring new formulations aren’t just guesses but grounded in what’s already working.

Knowing Your Customer Like Never Before

Today’s supplement shoppers are smart. They’ve got Google, AI, and a knack for sniffing out what’s real. For AIDEVI, that means getting personal. An active senior might skip a protein powder pitched to bodybuilders, but a gentle, digestible meal replacement? That’s their language. A Gen Zer dodging stress might pass on a capsule but grab a sparkling ashwagandha drink instead. Data helps you meet them where they are—literally and figuratively.

It’s not just about ingredients; it’s about delivery, vibe, and values. Tools like AttLab peel back the layers of consumer behavior—across demographics, categories, and trends—so AIDEVI can craft products that don’t just sell but stick.

Trust: The Heart of Innovation

Here’s the catch: innovation only works if people believe in it. “The future of supplements is evidence-based, consumer-centric, and transparent,” Dicker says. Flashy claims might snag a quick sale, but they crumble fast. “We’ve seen short-term wins backfire when promises don’t hold up,” he adds. AIDEVI knows this: real growth comes from products that deliver—safely, reliably, and honestly.

That’s why integrity matters. When you reposition creatine for brain health or beetroot for heart support, the science has to back it up. Transparent, data-supported innovation builds trust—and trust turns one-time buyers into loyal fans. In a world where consumers dig into sourcing and efficacy, that’s gold.

The Future Is Bright—and Data-Driven

The supplement industry’s 2024 boom isn’t just about numbers; it’s a launchpad for what’s next. With tools like AttLab, AIDEVI can explore new frontiers—cross-category gems, fresh formats, and hyper-targeted solutions—all rooted in real consumer insights. But the magic happens when that data pairs with a promise: to innovate with heart and honesty.

“The question isn’t can we innovate,” Dicker says. “It’s how—and can we keep earning trust along the way? That’s where the real wins are.” For AIDEVI, the path is clear: let data light the way, and let integrity keep it steady. The result? Supplements that don’t just fill shelves but fill lives.

References
Nutrition Business Journal. (2025). 2025 Supplement Business Report. https://www.nutritionbusinessjournal.com/reports/2025-supplement-business-report
SPINS. (2024). AttLab: A New Era of Supplement Innovation. https://www.spins.com/insights/attlab-supplement-innovation