Today’s supplement shopper is smarter, savvier and looking for results. The Vitamin Shoppe’s new trend report reveals what’s hot and what’s driving dollars
What’s shaping the wellness world in 2025? A new wave of health-conscious, ingredient-savvy consumers is racing to active nutrition and supplement aisles in pursuit of better health.
According to The Vitamin Shoppe’s newly released Health & Wellness Trend Report 2025, today’s wellness shopper is highly engaged and informed. Backed by data from 635+ retail locations, vitaminshoppe.com’s online search patterns, SPINS industry metrics and a national survey of 2,000 U.S. adults, the report paints a clear picture of the energy (and wallet share) consumers are committing to their health and wellness.
“At The Vitamin Shoppe, we’re here to support every customer on their journey of lifelong wellness, whether they’re just starting out or optimizing an established routine,” The Vitamin Shoppe CEO Sharon Leite said. “Our Health & Wellness Trend Report 2025 offers a clear look at the products, ingredients and innovations shaping how people care for their health today. This annual report is both a guide for consumers navigating a fast-changing wellness landscape and a strategic resource for brands seeking to stay aligned with evolving consumer attitudes and behaviors.”
To start, a majority of Americans (69%) take supplements to target goals like energy (49%), immunity (38%), cognition (37%) and bone health (35%). Protein consumption is also a priority for 66% of Americans, with convenience and taste being the leading factors in their product choices. Over a third of consumers (35%) already use AI to manage their health, research conditions or plan meals and supplement routines, while another 27% say they’re considering it. And despite the noise on TikTok and other social platforms, most people still trust traditional sources: 59% consider doctors “very trustworthy” compared to just 11% for influencers, while friends (30%), news media (29%) and ads (21%) remain key sources of wellness information.
So, what’s hot right now? Here are the five biggest trends, according to The Vitamin Shoppe.
1. Protein Is the New Snack Staple
Forget powders and shaker cups – protein is becoming convenient. Ready-to-drink beverages, macro-balanced bars and functional snacks are now mainstream, with clear protein drinks and indulgent bars (like those from Barebells, up 97% this year) redefining daily fuel on-the-go. Ready-to-drink protein beverages jumped 20% in sales at The Vitamin Shoppe, while powders slid 12%. Notably, David, a protein bar co-founded by RXBar’s Peter Rahal, is now the #2 bar out of 30 brands at the wellness retailer. The brand recently raised $75 million in a Series A round.
2. NAD+ Is the New Collagen
Longevity is having a moment and NAD+ is the molecule leading the charge. Once reserved for aging research, the social media-buzzy coenzyme is now a supplement aisle favorite thanks to claims it boosts cellular energy and healthspan. As the retailer points out, NAD+ searches on vitaminshoppe.com are up 500%, driving 90% of growth in the cellular health category. Earlier this year, sportscaster Erin Andrews told Athletech News that NAD+ is part of her wellness regimen.
3. Peptides Break Out of the Beauty Aisle
Peptides are moving from skincare to sports nutrition, powered by AI-developed complexes like plant-based PeptiStrong and searches up 550% on The Vitamin Shoppe’s website. And, as retailer points out in its report, peptides are also serving as a muscle preservation tool for GLP-1 users.
Pickleball and peptides will soon have something in common, too. Vita Bella, a digital health platform specializing in performance-enhancing therapies, has signed on as the official health and wellness partner of DUPR, the global pickleball rating system, giving DUPR+ members access to customized health protocols, including peptide therapy, designed for pickleball players.
4. Pills Are Out. Gummies, Beadlets & Sprays Are In
Supplement routines are getting a glow-up with formats that are easier, tastier and more fun, from Transdermal magnesium sprays to liquid vitamins, which are up 50%. Creatine gummies are also having its time in the sun, with searches surging 1,300%, according to The Vitamin Shoppe. Likewise, beadlets and honey sticks are trending, turning once-boring supplementation into a tasty adventure. While not a supplement, Tom Brady is also showing some love to the space with the launch of Goat Gummies, a new line of organic, vegan fruit chews available exclusively through Gopuff.
5. Shilajit Rises from Ancient to It-Ingredient
Shilajit, a magnesium-rich ancient Ayurvedic remedy, is getting a Gen Z makeover. Packed with minerals and fulvic acid, the natural substance is trending for its energizing and hormone-supporting properties. The Vitamin Shoppe reports sales are up 40% for shilajit, fueled by new product formats like capsules, gummies and honey sticks from buzzy brands like Better Alt and Cymbiotica.
“These five top trends outlined in our Health & Wellness Trend Report 2025 reflect a consumer focused on optimizing both daily performance and longer-term healthspan,” The Vitamin Shoppe president Muriel Gonzalez said. “From the innovation of advanced compounds like peptides and NAD+, to the rising demand for convenient, on-the-go protein formats and enjoyable supplement delivery systems, we’re seeing an ongoing shift toward personalized wellness choices that are rooted in scientific efficacy and modern lifestyle integration.”
