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Nutraceutical market trends for 2025

In a recent webinar with Euromonitor, which regularly attracts over 1000 registrants, PharmaLinea highlights the following trends to look out for.

Condition management

The industry is witnessing innovative strides in developing nutraceutical products to support individuals living with chronic conditions, such as cancer, cardiovascular disease, diabetes, Parkinson’s, dementia, and so forth, and managing treatment side effects, emphasizing a shift beyond prevention to “during” and “after” care. These products highlight an emerging focus on enhancing quality of life through targeted, clinically supported solutions.

GLP-1

GLP-1 drugs have rapidly transformed the healthcare and nutraceutical landscape in 2024, with 12% of U.S. adults having used these medications according to the Kaiser Family Foundation survey. This has caused a significant shift in related categories, with weight management supplements declining by 14% YTD according to SPINS, while adjacent markets like protein bars and multivitamins are experiencing growth. Opportunities for brands in this space fall into three key categories:

• Support for GLP-1 Users: Addressing side effects of GLP-1 drugs, such as digestive issues, nutrient deficiencies, and muscle loss, with nutraceuticals.
• Natural GLP-1 Boosters: Nutraceuticals leveraging ingredients clinically shown to enhance GLP-1 production.
• "Fauxzempic" Solutions: Nutraceuticals that mimic the effects of GLP-1 drugs through alternative mechanisms.

Sexual wellbeing

Sexual health supplement growth is driven by strong consumer interest and a notable fulfillment gap. While ITC Consumer Supplement Survey data shows that around 85% of EU consumers are open to using supplements for sexual health, the segment often represents less than 5% of the total market, according to Euromonitor. Addressing this gap requires a two-pronged approach: engaging, stigma-breaking marketing, especially for women, and developing scientifically backed, effective formulations.

Market leaders emphasize the value of combining sexual health positioning with broader benefits like vitality, stress reduction, or menopausal support, creating a comprehensive appeal while reducing stigma.

Cellular health

The cellular health supplement market, centered around NMN and NAD, is experiencing rapid growth globally. High-priced products, such as TimeLine Mitopure and Maripolio’s Liposomal NAD+ are selling ~7,000 units monthly on Amazon, reflecting strong demand despite steep costs. Marketing and demographic shifts are fueling this aspirational category. Consumers are drawn to its promise of longevity and vitality even without immediate effects. Innovation and premium branding continue to drive the segment’s momentum.

Delivery format trends

The spotlight is shifting to soft chews as a promising new delivery format in the industry. Unlike gummies, which remain highly popular but have plateaued in innovation, soft chews offer a significant advantage: a far higher capacity for active ingredients. Additionally, soft chews are manufactured with less heat, preserving ingredient stability and potency. Beyond functionality, they are perceived as more elegant and medicinal, appealing to consumers seeking both efficacy and sophistication.

Marketing strategy trends

Regarding marketing strategies, looking broader than the products themselves, there are 3 trends worth noting: expedited clinical trials, precision health, and promotion through HCP influencers.

• Expedited clinical trials: In the past few years companies have been appearing with innovative models that make clinical trials on nutraceuticals faster, cheaper, and just more accessible, without compromising the results. Consequently, they are able to launch products that immediately have a clinically proven claim and a peer-reviewed publication.
• Precision health: The nutraceutical industry is moving beyond generic offerings toward precision health. Tools like AI are becoming central as more and more consumers turn to self-diagnostics and self-treatment.
• HCP influencers: Promotion through HCP influencers is getting increasingly popular for science-based brands. PharmaLinea started noticing the potential of pharmacist influencers thanks to a successful case study by their client in South Korea who achieved a sellout of over 11 thousand units in 3 days through a campaign with pharmacist influencers.