The Top 33 Supplement & Vitamin Trends of 2025

First, here’s a look at the fastest-growing supplement & vitamin topics of the past year:

Now, let’s move beyond keywords to explore the top vitamin & supplement trends that our analysts have identified will shape 2025 & 2026.

Organ supplements

Sometimes there’s more profit in selling a manufacturing byproduct than the primary product itself. But until the market for the byproduct is discovered, there’s often a period of years and sometimes even decades during which the high-profit-potential product is simply discarded.

This happened in the dairy industry with whey which is a natural byproduct of cheese production that, until the 1980s, was discarded at a significant cost. Now, whey protein is more valuable than the cheese itself. For every pound of cheese, 9 pounds of whey is created.

It’s a similar story with soy producers and how they found their way into the cat litter industry. Every year, Taiwan imports more than 2 million tons of soy per year to make soymilk. Since the 1960s, the leftover pulp has been sold as food to pig and poultry farmers. But in recent years, fear of African swine fever caused many pig farmers to reject soybean dregs.

This became a problem for local soybean processors - they needed to get rid of ~400,000 tons of residual matter every year and, sitting at room temperature, dregs begin to rot in a matter of days.

Eventually, a solution was developed to dehydrate and store dried soybean pulp. Once the water content is less than 10%, it’s suitable as cat litter. Naturally very absorbent, Tofu can grow significantly in size when it gets wet, meaning that until that point, it can be shipped more compactly, and more profitably, than other materials. This has played a key role in tofu cat litter’s rise in popularity.

Within the livestock industry, organs and beef tallow were typically written off as waste until factory farms figured out how to repackage their byproducts into something they could sell. Today, beef and pig organs are being sold for far more per pound than the most expensive cuts of meat, driven in part by food supplements trends that prize nutrient-dense animal products.

Ancestral Supplements, like a number of other companies in this growing category, has a unique business: taking the parts of agricultural farm animals that are usually discarded, and selling them for a premium as "Grass Fed Beef Brain Supplements". Their top products, including Beef Organs and Beef Liver, each have thousands of reviews on Amazon.

The brands selling beef liver capsules are also making the most revolting part of back-to-nature, keto/paleo-friendly livers, hearts, and brains less revolting, by packaging it all in pill form. This shift is similar to the evolution seen in nutrition trends like apple cider vinegar. Consumers would sip a bit before meals to reportedly ease their digestion, but the taste prevented mass adoption so it wasn’t until a gummy form factor was brought to market that the supplement went mainstream.

Women's health

Women’s health supplements are no longer a niche—they’re now one of the fastest-growing segments in wellness.

This shift reflects a broader cultural change: women are no longer waiting for symptoms to strike or settling for one-size-fits-all solutions. They’re proactively seeking out products designed for their specific bodies, life stages, and needs.

UTI prevention supplements are a leading example. Rather than relying on antibiotics after an infection hits, many women now take daily or post-activity formulas that reduce the risk of UTIs in the first place. Brands like Uqora and Utiva have popularized this category with easy-to-use drink powders and capsules, often sold via subscription models that make prevention seamless.

But UTI supplements are just the beginning. Fertility support blends, vaginal pH balance, perimenopause symptom relief, and progesterone-balancing capsules are all growing quickly, signaling a wave of demand for personalized, lifecycle-focused wellness.

As stigma around topics like hormones, reproductive health, and menopause fades, women’s health will likely continue leading innovation in today's supplement industry trends.

Stress & mood

Gen Z is the most anxious generation on record—and it’s reshaping the wellness industry.

Over 70% of Gen Z adults say they experience anxiety or stress daily. Mental health trends, once siloed to therapy or prescription drugs, are now spilling into the supplement aisle. And instead of diagnosing, many are self-managing—with gummies.

Stress & mood supplements have become one of the fastest-growing segments in the wellness space, and gummy-format delivery is one of the top supplement trends overall. It’s not just about efficacy—it’s about ritual. Taking a berry-flavored gummy with L-theanine or ashwagandha feels more like a treat than a chore, aligning with a broader shift toward “daily microdosing” of wellness.

At the same time, the language has changed. Products once positioned for “anxiety” or “mental health” are now marketed around “focus,” “calm,” or “clarity.” It’s not therapy; it’s optimization. This mirrors how sleep aids and energy drinks have blurred the lines between health and productivity.

The destigmatization of mental health has helped, but so has the commercialization of it. TikTok influencers post “Sunday reset” routines stacked with supplement recommendations. Employers now offer stress support benefits. Even the grocery aisle has adapted—many of these products are now available next to kombucha, not behind a pharmacy counter.

This isn’t just a trend about mood. It’s about agency, accessibility, and the idea that wellness doesn’t have to be a system—it can be a supplement.

Brain health

Focus is the new flex.

As the global population ages, cognitive health has become as critical as heart health or bone strength. But the conversation isn’t limited to seniors. Thanks to the rise of biohacking culture, a growing number of young adults are treating brain supplements as a preventative tool, not just a last resort.

At the same time, the pressure to perform mentally has never been higher. Whether it’s high-stakes academics, long-hours careers, or even competitive gaming—one of the top gaming trends today—sharp focus is a prized asset. Supplements promising faster recall, deeper concentration, and mental stamina are filling the gap for people who feel like coffee alone isn’t cutting it.

Natural alternatives have also fueled the category’s momentum. Skepticism around pharmaceuticals—and a wider shift toward holistic wellness—has made nootropics like lion’s mane mushroom and ashwagandha more appealing. Consumers want the edge, but they want it to feel “clean.”

The bigger story? Brain health is becoming a form of self-optimization. Just like fitness isn’t only about weight anymore, cognitive performance isn’t just about avoiding decline. It’s about designing a sharper, more resilient version of yourself—starting earlier than ever before.

Children's health

The pandemic made every parent a health researcher—and the supplement industry took note.

Children’s health supplements have exploded in the past few years, fueled by pandemic-era anxiety and a rising urgency to support kids’ immunity, sleep, focus, and emotional regulation. What started with elderberry gummies has expanded into full-blown routines—often shared proudly on TikTok and YouTube by “momfluencers” and kid wellness creators.

At the same time, ADHD diagnoses are rising fast. Rates have increased by over 40% in the past decade, especially among young boys. Whether formally diagnosed or not, many parents are looking for support alternatives before turning to prescription drugs. Enter magnesium, L-theanine, and probiotic blends—promoted for calming hyperactivity, easing bedtime, or boosting attention.

And nearly all of it is happening in gummy form. Gummy-format supplements are one of the top supplement trends overall, and for kids, they’re a game-changer. They collapse the resistance. No chalky chewables, no bitter syrups. Just a “treat” that fits seamlessly into a daily routine.

These aren’t your Flintstones vitamins from the ‘90s. Today’s children’s supplements are built around specific functions—calm, clarity, sleep, gut health—and marketed more like wellness tools than nutritional backstops. Parents aren’t just thinking about today’s sniffles; they’re planning for tomorrow’s focus group.

Post-workout recovery

As fitness trends have evolved from gym sessions to full-blown lifestyles, the culture around exercise has shifted. It’s no longer just about the workout—it’s about what comes after. Enter recovery supplements: powders, capsules, drinks, and gummies formulated to reduce soreness, rebuild muscle, and improve sleep.

The catalyst? Intensity.

Today’s fitness routines are hybrids—HIIT meets strength meets mobility. That’s more wear on the body and less time between sessions. Recovery isn’t optional anymore; it’s built into the routine. And with mainstream influencers tossing around terms like “electrolyte stacking” and “DOMS,” knowledge that once belonged to elite athletes is now TikTok-native.

But the bigger shift might be cultural. Recovery is now aspirational. Supplements promising better sleep and faster muscle repair appeal not just to performance-driven athletes but to wellness-focused professionals trying to optimize for energy, aesthetics, or longevity. Many products now blur the line between muscle recovery and sleep support—because growth doesn’t happen in the gym; it happens overnight.

In the end, this isn’t just about protein or creatine. It’s about optimization culture creeping into rest itself. And it signals a broader truth in the wellness economy: the new elite doesn’t train harder—they recover smarter.

Ingestible beauty

The idea that beauty starts on the inside has gone from a wellness cliché to one of the fastest-growing supplement categories. Consumers aren’t just applying serums and creams anymore—they’re ingesting products designed to nourish their skin, hair, and nails from the inside out.

This shift reflects a growing belief that external appearance is often a reflection of internal health. Supplements promise a more foundational fix, targeting the root causes of dull skin, thinning hair, or brittle nails instead of covering them up. And they’re being marketed not as quick fixes, but as part of a daily ritual—something that complements a skincare routine, not replaces it.

Collagen supplements are the category’s star, but the real story is how the entire approach to beauty is changing. Consumers now want long-term radiance, not just a short-term glow. That mindset is driving the growth of ingestible beauty products that are easy to incorporate, habit-forming, and often more appealing than messy topicals.

These ingestible solutions are also quickly becoming one of the most popular beauty trends.

Gut health

For most of history, digestion was treated reactively. If something went wrong, you fixed it. If not, you moved on.

That mindset is shifting. Today, around 60–70 million Americans deal with digestive issues, and gut health has exploded into a daily priority. But the real change isn’t just the number of people affected—it’s the new understanding of what’s at stake.

Microbiome research has gone mainstream. Studies linking gut health to immunity, mental clarity, mood, and even skin quality are rewiring public perception. Nowadays, gut health isn't just about avoiding discomfort—it's about optimizing your entire body. In the cascade of emerging health trends, gut health has quickly moved from a niche concern to a core pillar of daily wellness.

At the same time, consumer habits are shifting. Wellness is becoming less about how you look and more about how you function internally. Preventive care—once the domain of medical clinics—is now migrating into home routines: morning probiotics, prebiotic powders, and gut-focused gummies, all aimed at tuning the system before something breaks.

The supplement aisle today reflects this deeper cultural current. It’s no longer just about patching problems. It’s about building invisible systems—inside the gut, inside the mind—that support a better life on the surface.

Sleep

One in three Americans aren't getting enough sleep. And for many, it’s no longer just a nuisance—it’s a problem to solve.

Wearables helped turn rest into a metric. Devices like Oura and WHOOP don’t just track how long you sleep, but how well. That shift—from feeling tired to seeing it in data—has fueled a wave of new sleep trends, where optimization matters as much as duration.

At the same time, anxiety is up. More people are dealing with racing thoughts, overstimulation, and chronic stress. Sleep is often the first casualty. So rather than waiting to feel tired, consumers are managing sleep the way they manage their diet or fitness—proactively, with routines and products that help them unwind.

That’s where supplements come in. They’re not positioned like medication, but like a gentle assist. Melatonin, magnesium, and adaptogens are becoming staples in nighttime rituals, part of a broader shift in wellness trends that focus inward. Less about appearance, more about function.

Today’s health consumer isn’t just trying to get more sleep—they’re trying to get better at it.

Format on the rise: gummies

While the supplement business has existed for decades, both the ingredients and the form factors come and go in waves. With apple cider vinegar, for instance, the drink product, pill product, and gummy product each saw their peaks one after the other, in 2017, 2018-19, and 2020 respectively.

The challenge in marketing gummies was overcoming the market perception that they're just for kids. Chewable supplements for kids have existed for decades (Flintstones vitamins, for example, were launched in 1968). Gummies themselves were a niche product for years. In addition to targeting kids, supplement gummies were marketed to pregnant women who had difficulty swallowing pills. Gummies are a good form factor for making a habit consistent: flavorful or sugary products are more habit-forming than bland ones.

The popularity of gummy-based supplements grew in part for a roundabout reason: marijuana legalization. As more states effectively legalized recreational marijuana, the market expanded—but new customers weren't necessarily interested in smoking, so dispensaries started offering other delivery mechanisms, like gummies. Gummies are fairly easy to make, and the sugar and other flavorings can cover up less pleasant tastes. This created a category of gummies that a) had an active ingredient other than sugar, and b) could only be purchased by adults.

Now, gummies are an increasingly common form factor, driving gummy supplements trends that blend flavor, convenience, and habit-forming design.

Niche on the rise: gaming supplements

Fitness wasn’t always popular. The Olympics inspired a running surge in the 1970s. In the 1980s, stationary bikes first started making their way into gyms everywhere. And the release of Jane Fonda’s Workout exercise videos in 1982 is largely credited with kickstarting aerobics’ popularity. In the grand scheme of things, the commercialization of fitness is a relatively recent phenomena.

As the fitness industry boomed, everything from supplements to courses took off and turned into a massive industry. The sports nutrition market alone clocked in at a whopping $16.5B in 2020.

Today, gaming is a massive and growing market - some estimates size the gaming market as even bigger than the movie business and North American sports put together. Another way to look at it: Top-grossing games earn $10B+ while top-grossing movies earn low billions. Many argue too that the gaming industry is still early in its days of commercialization and, as the space gets more commercialized, gamers are increasingly looking for real life powerups.

This has created a growing category of products and brands – everything from finger sleeves which are like sweatbands for gamers’ fingers to emerging brands like GamerSupps, Gamerbulk, and G Fuel which sell what is essentially caffeine for gamers. Sometimes the biggest categories start out as a new take on an old product.

And while the gaming market is bigger – financially speaking – than most people realize, it’s also broader demographically. Women make up 46% of U.S. gamers and almost 40% of gamers are older than 35.