News

Supplements market: Healthy ageing to maintain US ‘top spot’ through 2029

Healthy ageing is the fastest growing supplement category in the US as consumers seek foundational and longevity-oriented solutions, says Nutrition Business Journal.

“You can’t do a trends presentation without mentioning healthy ageing,” said Erika Craft, data and insights manager at Nutrition Business Journal (NBJ).

Delivering a global supplements market update to the audience at the Vitafoods Europe Insights Theatre in Barcelona last month., she explained that healthy ageing is such a hot topic because it has taken the lead as the fastest growing supplement category in the US.

According to NBJ’s data, in 2025, supplements focused on healthy ageing notched up sales of $1.3 billion. This represented an increase of 14.3% on the previous year – a rate of growth that is unheard of in the supplements industry.

“Healthy ageing, longevity, or whatever you want to call it, was the fastest growing condition in 2025 and is predicted to remain so into the coming years. Double digit growth hasn’t been a thing in the industry until now, but I think it is because longevity encompasses so many different aspects of health,” said Craft.

NAD precursors and multivitamins: ‘Ingredients of note’ for healthy ageing

She highlighted NAD precursors and multivitamins as two of the ingredients of note in healthy ageing products, and flagged up three products that manifest the trend. These were Opositiv Meno Healthy Ageing Collagen & Protein Powder, which is formulated for women aged 40+ to support joint, bone, cognition, brain health, weight management, and lean muscle mass; IM8 Daily Ultimate Longevity: Healthy Ageing, a daily drink which is said to serve as an NMN NAD+ booster as well as providing cellular protection; and Metagenics PhytoMulti, a multivitamin complex that is designed to promote healthy ageing, overall wellness, and cellular health.

Craft also emphasised that healthy-ageing supplements are not just focused on age-related conditions, but also on optimising everyday function, recovery, and overall quality of life.

“Within healthy ageing, there are lots of conditions. Most people are wanting products for energy and focus, sleep and recovery, joint and mobility support, and skin health. So for brands, it is about combining these different conditions for various age groups, depending on who your target audience is,” she said.

Whilst taking supplements is the “primary entry point” for supporting longevity, Craft said that a “broader ecosystem” is emerging, with devices and wearables, lifestyle coaching, and personalised diagnostics and testing all playing a role in healthy ageing strategies.

Weight management growth driven by GLP-1 adoption

Weight management has been identified by NBJ as another high growth category; in 2025, sales of weight management-related supplements increased by 7.5% – an upwards trajectory that is forecast to continue through to 2028 on the back of GLP-1 adoption.

Craft said that this in itself was “no surprise”, but what was interesting is that weight management products sit in two different “buckets”.

“You have products that are a natural alternative to GLP-1, helping with appetite control and weight management. Then you have support products, so fibre, protein, and vitamins, addressing the deficiencies you get on GLP-1 diets,” she said.

Right now, Craft said that in the US, NBJ was seeing more demand for support products, but added that this could change in the future as more people try the alternatives.

To investigate the consumer relationship with GLP-1s, NBJ undertook a survey in January of this year. The main takeaway was that usage is highest among Gen Zs and Millennials, pointing to strong future expansion.

Craft’s product pick in this category was NatureMade GLP-1 Companion, which is formulated with multivitamins, magnesium, B12, calcium, and D3.

“A lot of people just want that one-stop-shop product right? I think this one is particularly interesting and I believe it’s available in Costco,” she said.

Craft also highlighted Culturelle Metabolism + Weight Management, which features Slim Biotics – a strain that has been studied for its body fat reduction effect; and Lemme Burn Body Composition Gummies, which promise to reduce belly fat and support metabolism with morosil, black ginger, B12, and chromium.

Gut health becoming a foundational pillar of wellness routines

Speaking of the gut health supplement category, Craft said: “The opportunity here is that consumers are starting to understand that everything starts in the gut. It’s like, ‘Let’s figure out what’s going on in the gut’ and then, typically, there’s a domino effect. So, overall, I think that awareness and education is really what’s kickstarting this condition into the modern wellness routine,”

This category is tipped to expand by $1.08bn by 2028, as gut health becomes “a foundational pillar of modern wellness routines”, according to NBJ.

Within this category, fibre gummies, such as those marketed under the Mary Ruth’s brand, are “particularly interesting”, Craft said.

“There are a lot of fibre products out there, but I am hearing that people want gummies, maybe because there are already so many powder products out there,” she said.

Other brands of note include Pendulum Akkermansia, a probiotic that is thought to strengthen the gut barrier and reduce gut permeability, and NewChapter AllFlorda Digestive Super Greens powder, which contains digestive enzymes that are said to improve digestion and gut health.

Women’s health expands in a male-dominated category

Women’s health is another top performing category, worth $6.68bn in 2025 and expected to grow by 6.5% in CAGR terms up to 2028 as it enters its next phase of expansion, according to NBJ.

“Women’s health has been talked about a lot here at the show, which is incredible,” said Craft.

She named collagen, shatavari, creatine, ashwagandha, and magnesium as the top growth ingredients in women’s health categories, and said that trending supplements in this category span a range of conditions, from hormones to intimacy.

Craft said that women’s sexual health in particular is seeing significant growth and is projected to expand by 8-9% CAGR up to 2027.

At present, women’s products only account for 24% of sexual health sales, but Craft said that the combination of lower penetration and outsized growth make for a multi-year opportunity for category development and value creation.