Consumers want it all.
Daily routine. Influenced by online discourse, health-seekers are layering benefit-forward beauty and wellness routines to feel their best, per consumer intelligence platform Spate.
Supplement swell. Ingestibles have shifted from reactive to preventative care. Fueling performance, clear protein and creatine gummies are on track to grow ~55% and ~42%, respectively, while interest in longevity is pushing NAD+ supplements and magnesium gummies toward ~35% growth.
Functional feast. Functionality is redefining food and beverage. As consumers optimize daily routines, protein, collagen, and caffeine are amongst the most popular ingredients. But, beverages are driving category expansion, with THC drinks growing nearly 60% and immunity shots up ~35%.
Topical takeover. Skin, body, and hair care are getting a wellness refresh, adding magnesium, curcumin, turmeric, and NAD+ for direct supplementation. Like food and beverage, consumers now expect added benefits like skin brightening, increased hydration, and scalp health from topicals.
Fresh take. Still nascent, interest in transdermal supplements, lymphatic drainage ingestibles, and yellow light therapy signal desire for new, easy-to-implement routines.
Looking ahead: Some trends will fade, but experimentation is accelerating. As beauty and wellness routines become more complex, lower-lift rituals and multi-functional products will reign.
