Health Supplement Trends Retail Buyers Are Looking for
The dietary supplements industry in North America is on a trajectory to reach USD 86.65 billion by 2030, growing at a compound annual growth rate (CAGR) of 5.8% (1). In the United States alone, retail sales of dietary supplements are projected to surpass USD 60 billion by 2025, reflecting a surge in consumer demand for health products of all kinds (2).
Key Supplement Trends to watch
Staying abreast of the supplement trend landscape is crucial for retail buyers aiming to bring these supplements to their territory. From plant-based boosters to advanced delivery formats, here are the most trending supplements retail buyers should monitor this year:
- Plant-Based and Sustainable Formulations
Consumers are increasingly drawn to new supplements that align with environmental and wellness values. Plant-based proteins and herbal extracts—such as pea protein, hemp, turmeric, and adaptogens—have become staples across the hottest supplements on the market (5). CBD products and mushroom-infused formulations are commanding shelf space in natural-products aisles, while collagen supplements continue to see over 10% annual growth, underscoring their appeal for skin, hair, and joint health (4). Ethical sourcing, eco-friendly packaging, and transparency around supply chains are also shaping the rise of sustainable supplements (6).
- Personalized and Gut Health Solutions
Trends in dietary supplements show a marked shift toward personalized nutrition and microbiome support. Advances in genetic testing and AI-driven health assessments allow consumers to pinpoint—and correct—individual nutrient deficiencies, driving demand for tailored formulations (3). More than 70% of global consumers report openness to genetic-based nutrition plans, highlighting the momentum behind this supplement trend (3). Meanwhile, gut health remains a cornerstone category, with biotics (probiotics, prebiotics, and postbiotics) and short-chain fatty acids enjoying strong uptake for digestive balance and immune support (4).
- Cognitive and Stress-Relief Supplements
Mental wellness supplements—often called nootropics—are growing rapidly as remote work and digital fatigue drive demand for cognitive support. Ingredients like lion’s mane mushrooms, magnesium L-threonate, and berberine (dubbed “nature’s Ozempic” for its blood-glucose benefits) are emerging as top choices for memory, focus, and mood enhancement (10). Concurrently, stress-relief supplements featuring L-theanine, ashwagandha, and melatonin cater to consumers seeking relaxation and better sleep patterns (5).
- Innovative Delivery Formats
Diverse formats are reshaping how consumers interact with supplements. Beyond traditional capsules, effervescent tablets, gummies, powder sachets, and ready-to-drink blends are gaining traction for their convenience and palatability (7). Our own Dr. T Effervescent Tablets, Dr. T On-the-go packs, and VictaGummies illustrate how innovative delivery drives engagement—offering rapid dissolution, sublingual absorption, and chewable options that fit modern, on-the-move lifestyles.
- Longevity and Beauty-From-Within Products
The longevity trend—emphasizing cellular health and anti-aging—continues to expand. NAD+ precursors and peptide-based supplements are crossing into mainstream retail, appealing to consumers focused on sustained vitality and skin health (8). Simultaneously, beauty-from-within supplements containing collagen peptides, biotin, and antioxidants address the booming market for internal skincare solutions, bridging the gap between beauty and wellness (9). Ready-to-drink protein beverages have also evolved into lifestyle staples, with clear protein drinks up 20% in retail sales, reflecting consumer preference for refreshing, functional formats (8).
- Immunity and Recovery Formulations
Building on heightened health awareness, immunity-boosting supplements remain top sellers. Formulations combining vitamin C, vitamin D, zinc, and herbal extracts like elderberry are evolving to include adaptogens, probiotics, and synergistic blends that support overall resilience and recovery (5). Sports nutrition and joint-health supplements—featuring glucosamine, chondroitin, and MSM—are also powering the most popular supplements segment as active lifestyles drive demand for performance and recovery support (4).
Partner with VWWBC to Lead the Market
For retail buyers ready to bring these supplements to their territory, aligning with a knowledgeable partner is key. At VWW, we specialize in delivering trend supplements backed by rigorous R&D, state-of-the-art manufacturing, and unwavering quality assurance. Whether you’re seeking breakthroughs in trends in dietary supplements or looking to expand your product portfolio with the latest popular supplement formats, our team is here to support your growth objectives. Contact us to discover how VWW can help you stay ahead of the curve and drive sales with the next generation of health supplements.
References:
- GlobeNewswire. North America Dietary Supplements Market Trends Analysis. June 12, 2025. GlobeNewswire
- YouGov Business. The US Supplement Market: Who’s Buying What. February 14, 2025. YouGov
- Kemin North America. Top Supplement Trends for 2025: A Look at the Future of Health and Wellness. December 12, 2024. kemin.com
- Vitaquest. Exploring 2025 Dietary Supplements Market Trends. Vitaquest International LLC
- Wonnda. Top 8 Supplement Trends in 2025. Wonnda
- RSSL Insights. Supplement Trends to Watch in 2025. rssl.com
- Glanbia. Top Supplement Trends for 2025. glanbia.com
- The Vitamin Shoppe. 2025 Trend Report Highlights Five Key Growth Drivers. New Hope
- Vogue Business. 2025’s Hottest Trend? Living Longer. Vogue Business
- Health. We Review Supplements for a Living—These 6 Will Be Big in 2025. Health
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