Now in its fourth edition, the supplement retailer’s Health & Wellness Trends Report combines proprietary sales and search analysis from over 635 retail locations and vitaminshoppe.com, industry-wide data from market research firm SPINS and insights from a survey of 2,000 U.S. adults commissioned from Talker Research.
“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,” said Muriel Gonzalez, president of The Vitamin Shoppe.
Convergence of scientific innovation and lifestyle-focused wellness
Driven by consumer interest in functional nutrition, advanced ingredient science and improved delivery methods, The Vitamin Shoppe’s 2025 trends spotlight the growing mainstream adoption of science-backed products designed to enhance longevity and optimize performance.
The report identified NAD+ (nicotinamide adenine dinucleotide) as one of the biggest longevity and cellular health trends of the past year. NAD+ searches on the vitaminshoppe.com (up 500% year on year) propelled a cellular health category that nearly doubled in Q1, with Life Extension’s NAD+ Cell Regenerator formulated with Chromadex’s Niagen leading sales at The Vitamin Shoppe.
“The reason? Research shows that NAD+ supplementation can improve overall cellular function, enhancing vitality and healthspan, especially in older people experiencing drops in their natural NAD+ levels,” The Vitamin Shoppe noted.
In the sports nutrition category, peptides (trend #3) are “emerging as the next big thing” and “a compelling area of innovation”, which the report says represents a significant shift in how industry thinks about muscle health, recovery and performance. Beyond substrate products, brands and retailers are increasingly targeting bioactive signaling pathways with functional ingredients to optimize results as a next-gen approach.
“The latest trend is peptides from specific plants that have targeted functions in the body, including muscle protein synthesis,” said Brian Tanzer, director of scientific and regulatory affairs at The Vitamin Shoppe and a member of its Wellness Council. “Stay tuned, because there is much more to come in this category.”
Searches for peptides on vitaminshoppe.com were up 550% this year, fueled by innovations like PeptiStrong—a plant-based peptide complex developed by Nuritas using AI technology. The ingredient has appeared in top-performing launches such as AN Performance Creatine + Peptide and Force Factor Anabolic Muscle Builder, and peptides are also addressing muscle preservation for GLP-1 medication users, as seen in formulas from The Vitamin Shoppe’s Whole Health Rx line.
Divergence from traditional formats and influencers to convenience and credibility
Talker Research’s consumer data shows that 69% of Americans take dietary supplements to support personal health goals, including improved energy (49%), immunity (38%), cognitive function (37%) and bone health (35%).
Here, the explosion of on-the-go protein (trend #1) and new supplement delivery formats (trend #4) are testament to the modern consumer’s preference for convenience and experience as they seek out more enjoyable, personalized ways to take their supplements.
According to the report, the “proteinification” of consumer products has made it a core wellness staple in ready-to-drink (RTD) beverages, bars and snacks. RTD protein drinks rose 20% year-to-date, and protein bars and snacks jumped 28%, as protein powders pulled back 12%. The retailer also saw a continued trend towards liquid vitamins (with Mary Ruth’s again leading the charge this year), a 1,300% surge in searchers for creatine gummies and growing interest in new delivery systems like creatine beadlets from BodyTech Elite, transdermal magnesium sprays, and ashwagandha and shilajit honey sticks.
The Vitamin Shoppe reports shilajit (trend #5), once a niche Ayurvedic remedy, is “trending hard”—with Q1 sales up 40% and searches rising 52% year to date. Traditionally harvested from the Himalayan Mountains, shilajit (which means “the destroyer of weakness” in Sanskrit) is a powerful antioxidant phytocomplex formed over the course of centuries by the gradual decomposition of organic matter.
Long been used by inhabitants of Nepal and Northern India to treat a wide variety of conditions ranging from diabetes and altitude sickness to digestive and nervous disorders, today it is gaining a new generation of wellness seekers for its potential benefits related to energy, hormonal health, bone support and cognition.
Across all categories, trust has emerged as a defining factor for informed and engaged consumers considering new ingredients, products and formats.
“The insights from our Health & Wellness Trend Report 2025 underscore the challenges and complexities of modern wellness, as well as the strong demand for the trusted products, tools, and expertise that can help individuals optimize their unique wellness journeys,” said Sharon Leite, CEO at The Vitamin Shoppe.
While last year’s trends report recognized the now embedded role of influencers and their social platform of choice TikTok in driving wellness trends, this year’s consumer data indicated that traditional information sources still hold significant sway. Survey responses showed that 15% cited TikTok as a source of discovery, but 30% cited friends, 29% news media and 21% ads. In addition, 59% of respondents rated doctors as “very trustworthy” compared to 11% for influencers—the lowest score across all sources, including social media and AI.
“For wellness consumers and brands alike, this divergence highlights the sustained importance of factors such as clinical data and research, brand quality and transparency, and expert validation when it comes to new trends and products,” The Vitamin Shoppe stated. “As this report illustrates, the future of wellness points towards categories and products that fuse innovation with credibility and that can provide customers with trusted solutions that suit their modern lifestyles.”
The Vitamin Shoppe’s top health & wellness trends for 2025
1. Shifts to Functional Foods and Beverages
“Once relegated to powders and gym routines, protein is fast expanding into anytime and anywhere consumption through convenient bars, ready-to-drink (RTD) beverages and snackable functional foods.”
2. The NAD+ Revolution for Longevity
“Previously the domain of biohackers, NAD+ (nicotinamide adenine dinucleotide) has entered the mainstream as a powerful supplement supporting cellular health, energy production and anti-aging goals.”
3. Peptides: The Next Frontier in Sports Nutrition
“Already well-known for their applications in the beauty and skin-care space, these potent, bioactive compounds are emerging as a breakthrough innovation in sports nutrition for their performance-enhancing and recovery benefits.”
4. Delivery Formats Move Beyond Pills and Powders
“Consumers are gravitating toward convenient and enjoyable supplement formats—such as liquids, gummies, chews, beadlets and topicals—that fit seamlessly into modern lifestyle routines.”
5. A New Generation of Wellness Seekers Discovers Shilajit
“Driven by social media, this time-honored adaptogen is experiencing renewed relevance among modern consumers seeking its holistic wellness benefits.”
– The Vitamin Shoppe Health & Wellness Trend Report 2025