Top five supplement trends for 2025
Consumers shifting from healthcare to self-care supplements.
A shift in focus from healthcare to self-care supplements is underway. Self-care is broader than healthcare, encompassing “the need to feel well, look good, and protect health for the future,” according to Innova Market Insights (1).
Consumers globally are taking more responsibility for their own health and wellbeing. They use varied strategies: a nutritious diet to live more healthily (46%), regular exercise for mental and physical health, and taking supplements to help feel well (29%) (2).
Q: What’s your main reason for taking supplements?
|
It helps me stay healthy |
53% |
|
It helps me to boost immunity |
40% |
|
It helps in preventing diseases |
28% |
|
It helps me sleep well |
23% |
|
I have health problems and need supplements |
18% |
Source: Innova Market Insights, Now & Next in Supplements, Global, June 2024
One in five consumers increased their supplement use over the past year (3), with supplement use among today’s consumers driven by a proactive, preventive approach to health rather than a reactive, treatment-focused approach.
2025 supplement trends
The emergence of self-care as a top consumer interest influences supplement trends in energy, women's health, weight management, delivery formats, and mood and mental health.
1. Energy supplements
One in three US consumers struggles with low energy (with the rate higher for women)—an issue that correlates to poor sleep, immune function, digestive health and fitness (4). Consumers are turning to a wide range of energy solutions, from performance-driven supplements for athletes to natural herbal energy boosts for everyday consumers.
Emerging ingredients that support high-performance needs include creatine, while ashwagandha is showing up in supplements positioned for gentle, plant-based energy. Consumer trends indicate a growing demand for both options, allowing marketers to innovate and cater to a broader audience.
2. Women's health
There is also an increasing focus on self-care supplements for women's wellness, a category that touches on mood and stress relief (a major concern for younger consumers), weight management, life-stage nutrition and symptom relief. Europe leads in women’s supplement innovation, accounting for nearly half of recent launches (5).
Women’s health priorities (US)
|
WOMEN AGED 18-45 |
WOMEN AGED 46-75 |
|
#1 Mental health |
#1 Physical health |
|
#2 Managing stress |
#2 Heart health |
|
#3 Weight |
#3 Weight |
Source: Glanbia Nutritionals, Health & Wellness Consumer U&A Study, 2023
New positionings include supplements for conception that support ovulation, fertility, and normal menstrual cycle, as well as perimenopause and menopause supplements to support hormonal balance, energy, skin health and libido. With 27% of US women confused about nutritional supplements and how they can help (6), brands should keep messaging focused on product benefits (rather than ingredients).
3. Weight management
Weight management is a major physical health concern of nearly two in five consumers globally (7). In the US, 54% of adults are currently trying to lose weight (up 4 percentage points from the prior year), with about half willing to consider using a supplement to aid weight loss (8).
The focus on self-care is changing the perception of weight management supplements. Consumers understand that weight loss is more than disease prevention; it’s about improving energy levels, supporting an active lifestyle and feeling good. One way brands respond to this holistic, balanced approach to weight management is with all-natural weight loss supplements.
4. Diverse delivery formats
The growing self-care trend also drives the need for innovative and diverse supplement formats. A pill, which can seem like medicine, does not align well with today’s proactive, self-care perspective the way an enjoyable, rewarding format does. Non-pill formats now claim 65% market share (9) with innovation still going strong.
While the gummy is the leading format (and the preferred format among Gen Z and Millennials), lollipops, lozenges and shots offer a similarly flavourful. Newer innovations include NeuroQ oral strips, YouTheory K2D3 liquid in a squeeze pouch, and Bucked Up Pixie Pump in a RTE Pixy Stix format. Orange, strawberry, red raspberry and lemon are the leading flavours in non-pill formats globally (10).
5. Mood and mental health
The rising popularity of mood and mental health supplements is further evidence of the conceptual shift from healthcare to self-care supplements. There is an increased demand for all kinds of mental boosts, reports Innova Market Insights, with new products claiming mood support, mood balance, emotional wellbeing, reduced anxiety, and memory, concentration and focus (11). Brain-mood health is the top claim in new women’s supplement launches globally, with 46% making the claim (12). Using research-backed ingredients such as vitamin B12, theanine, and tryptophan when formulating mood and mental health supplements is a way to build consumer trust through science.
Partnering in self-care solutions
As interest in self-care continues to grow, expect its influence to drive more category shifts and product innovation. Adapting products to these changes will help supplement manufacturers connect with consumers and meet their top needs.
Glanbia Nutritionals helps businesses develop supplement formulations aligned with today’s self-care approach.
References
(1-3) Innova Market Insights, Now & Next in Supplements – Global, June 2024.
(4) Glanbia Nutritionals, Health & Wellness Consumer Usage & Attitude Study, 2023.
(5) Innova Market Insights, Hot Topic: Trending in Food, Beverage & Supplement for Women’s Health – Global, July 2024.
(6) Glanbia Nutritionals, Health & Wellness Consumer Usage & Attitude Study, 2023.
(7) Innova Market Insights, Hot Topic: Trending in Weight Management – Global, October 2024.
(8) Glanbia Nutritionals, Consumer Pulse Survey – US, April 2024.
(9) Nutrition Business Journal, Pulse check: Uncovering supplement consumer insights and trends – NBJ Trends Overview at SupplySide West, October 2024.
(10-11) Innova Market Insights, Now & Next in Supplements – Global, June 2024.
(12) Innova Market Insights, Hot Topic: Trending in Food, Beverage & Supplement for Women’s Health – Global, July 2024.