Wellness trends are transforming supplement habits.
Bought in. Nearly 70% of Americans take supplements to support well-being, according to The Vitamin Shoppe’s latest trend report. Now, they’re demanding science-backed results.
Muscle up. 66% of people are trying to consume more protein. Prioritizing convenience, they’re reaching for on-the-go options — RTDs are up 20% and bars/snacks climbed 28%, while powdered mix-ins fell 12%.
Age well. 75% of Americans are concerned about aging, and 21% say they’re doing “everything possible” to fight it. As longevity goes mainstream, searches for NAD+ on The Vitamin Shoppe’s website are up 500%, fueling a 91% increase in the cellular health category.
Riding the same wave, search interest in peptides surged 550%, and 41% of consumers say they’re more aware of peptides than five years ago.
Fresh formats. While 65% of supplement users still prefer pills, 34% say new delivery methods would help them stay consistent. In particular, liquid vitamins sales jumped 50%, while searches for creatine gummies spiked 1,300%.
Trust matters. As the category grows, so does confusion. Doctors (59%), family (40%), and friends (28%) are the most trusted sources. Skeptical, only 11% trust influencers, and 15% cite TikTok as a top discovery channel.
Gaining ground, 35% of consumers use AI for health research, and 27% say they’re open to it. But even as tech plays a bigger role, the desire for credible, human-backed guidance remains strong.
Takeaway: From protein to peptides, consumers want stacks that work. Backed by science, built for real life, and grounded in trust, the next era of wellness is about results.
