Supplement brands are shapeshifting.
Down the Hatch
Nearly 70% of consumers take supplements for passive reassurance, but 40% struggle swallowing capsules, and most max out at three ingestibles per day.
As consumers adopt a post-optimization mindset, brands are embracing new form factors to make the experience enjoyable, build habits, and stand out in the ~$42B category.
Candyceuticals. Gen Z’s go-to format, gummies account for 25% of new supplement launches. Serving healthy hedonism, Grüns sells 4M bears a day, while Create normalizes daily creatine. Viral indulgences, Alice Mushrooms raised $8M for infused chocolate, and Foodology’s digestive cutting jellies are taking off.
Strips & pouches. A new fast-acting format, Wizard Wellness’s allergy care strips and Sleep or Die’s bedtime aids dissolve on the tongue. Riding ZYN’s rise, Ultra secured $11M for caffeine + nootropic pouches, while Zalt’s pack in electrolytes.
Liquids. Sales of liquid vitamins are up 50% YoY as brands like MaryRuth’s Organics and Apothékary drive adoption. RTD shots are also gaining, with immunity and turmeric SKUs growing ~36% and ~25%, respectively. Scaling squeeze gels, Cymbiotika’s liposomals hit $150M+ in 2025 sales.
Food+. With 76% of Americans preferring daily nutrition from food, fortification is accelerating. A snackable multi, Gem packs 20+ nutrients, while one.bio’s undetectable oat fiber helps brands fibermaxx. Ingestible beauty, Purely Elizabeth launched collagen- and biotin-infused granola.
Patches. Pimple patches normalized stick-on wellness, paving the way for transdermal nutrition. Set-it-and-forget-it, The Good Patch and Half Past 8 offer lifestyle support, while The What Supp Co. and barrière deliver daily essentials through design-forward stickers.
Collabs. Cobranding stacks to amplify distribution, AG1 aligned with Bluestone Lane, while Erewhon uses smoothies-as-a-platform, plugging in partner ingredients for viral reach.
Punchline: Fighting burnout while sparking joy, unique formats can drive adherence. As novelty expires, indulgence will be secondary to efficacy.
