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Supplements market update: Consumers seek targeted health solutions

While vitamins, gummies, and protein powder are some of the largest supplement categories, dynamic pockets such as clear protein, mushroom-based products, and GLP-1 support are driving growth, NBJ data shows.

That was one of the takeaways from a supplements market update delivered by Erika Craft, data and insights manager at Nutrition Business Journal (NBJ), at Vitafoods Europe in Barcelona in May.

NBJ predicts that the global market for dietary supplements will hit $214 billion in 2026, on 6.1% growth.

Its figures show that in 2025, Latin America, Mexico, and India recorded the highest growth in supplement sales, expanding by 9.8%, 9.3%, and 8.0% respectively, followed by the world’s largest market – the US – which grew by 7.1% to $74.15 billion.

Western Europe grew at a slightly slower rate of 5.7% to reach $25 billion, with the UK and Spain the top-performing markets.

Drilling down into US market data, Craft noted that although vitamins is the largest product category, it is experiencing the slowest growth (4.6%).

In contrast, the speciality category – which includes fibre, probiotics, prebiotics, synbiotics, collagen, omega-3s, digestible enzymes, 5-HTP – is growing by 10% year on year.

“The reason behind that growth is that consumers are seeking out targeted health solutions,” she said.

Demand for targeted health solutions drives speciality category

Craft gave three examples of this trend:

• Promix Debloat Pre+Probiotic – a powder stick pack designed to help with debloating, building gut barrier, detox, and immunity;
• Cymbiotika The Omega – a fish-free DHA and EPA liquid supplement with a brain, eye, and heart health positioning; and
• Vital Nutrients GLP-1 Daily Fiber – which promises fibre and postbiotic support for GLP-1 users.

Craft said that what is particularly interesting about the Vital Nutrients product is that it is a practitioner brand.

“It’s a lot easier for those who are going to their doctor to then just get that supplement through their doctor,” she added.

What consumers want: Practitioner recommendations

This ties in with NBJ’s latest US consumer survey, which found that people are increasingly looking for supplements that are practitioner recommended.

“It is an overwhelming space from a consumer perspective, so what is happening is that they are going to their doctors and asking whether they have any recommendations,” she said.

“That could look like a brand recommendation or a ‘you need to take vitamin D because you don’t see the sun enough’ type recommendation.”

The same survey found that “environmentally responsible” and “science-based” are attributes that are becoming increasingly important to supplement users.

“What’s interesting is that consumers – particularly younger consumers – are paying attention to sourcing for ingredients,” said Craft.

However, there appears to be a barrier to them researching that information, she observed.

“Let’s say a brand has a QR code and transparency map that shows exactly where the ingredient came from,” she said. “There is not yet much adherence to using that code.

“But consumers are wanting access to that information, so I think that in the coming years we are going to see adoption increase.”

Sports nutrition: Clear protein, collagen, creatine

The sports nutrition market expanded by 8.9% in 2025, and NPD was all about protein in various forms, according to Craft.

“Protein’s everywhere, and consumers are looking for new, fun formats to get more protein into their diets,” she told delegates.

“Clear protein powder is huge in the US right now; clear protein is something a lot of consumers are looking for. It is going into sodas as well.”

She highlighted Clean Simple Eats Clear Protein Powder – a product that delivers 20g of grass-fed clear whey protein isolate – as a “market manifestation” of this trend.

Creatine is also “huge”, and there is “a lot of discussion around creatine gummies – are they good or bad? – but what is really interesting is the chews,” said Craft, citing Momentous Creatine Chews, which claim higher bioavailability than a gummy, as an example.

“And then there are those collagen protein shots that contain those extra amino acids that are missing from the collagen protein profile make that complete protein profile in an easy, fun format,” she said, referencing the Easy brand.

Herbs and botanicals: Turmeric, ashwagandha, and mushrooms

In herbs and botanicals, a segment that registered growth of 7% in 2025, ingredients of note include gotu kola, turmeric, ashwagandha, and mushrooms, according to Craft.

“Mushrooms are really interesting because there are so many different conditions you can tie them to. I think consumers are starting to understand that lion’s mane is good for certain conditions, cordyceps are good for immunity, etc,” she said.

Gaia Herbs Mental Alertness – a herbal blend with gingko, gotu kola, rosemary leaf, and peppermint – and Cymbiotika Longevity Mushrooms were among her pick of products that reflect this trend.