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The Vitamin Shoppe’s top five US health and wellness trends

A TikTok-driven fibre boom, liver health, and a preference for trademarked ingredients are some of the top trends shaping health and wellness, according to The Vitamin Shoppe.

With more access to information about wellness trends and performance optimisation strategies than ever before, consumers are becoming more selective about where they place their trust and which trends and tools they embrace.

At a glance:

• The top five trends in supplements are: fibre, liver health, branded ingredients, transparency, and flavour innovation.
• In an era of unprecedented choice, informed discernment has become one of the defining characteristics of health and wellness.
• Supplement shoppers aren’t simply looking for the newest product or the latest viral solution - they’re insisting on products that are proven, transparent, enjoyable, and grounded in science.

That was one of the key messages from The Vitamin Shoppe’s 2026 Health & Wellness Report, which was published at the end June. The US supplements retailer drew on proprietary sales and search data from 640 stores and its online shop, as well as commissioning a survey of 2,000 US adults, to inform the report.

Together, these insights revealed a wellness consumer who is “focused on solutions that deliver meaningful evidence-based results”.

“What stands out most in this year’s report and consumer survey is how much more informed and discerning consumers have become,” Muriel Gonzalez, president of The Vitamin Shoppe, told this publication.

She continued: “They’re reading ingredient labels, researching products, and looking for clinical evidence before making purchasing decisions. They're also paying much closer attention to transparency, from ingredient sourcing to third-party certifications. That shift is raising expectations across the entire supplement industry and rewarding brands that can clearly demonstrate quality, efficacy, and trust.”

The survey findings also indicate that consumers are resetting their priorities to focus on the core essentials. Among Americans looking to change their wellness habits this year, 44% said they are aiming to simplify their routines - returning to foundational practices such as quality sleep, regular movement, and sound nutrition - while 21% said they are seeking greater optimisation.

But Gonzalez insisted that supplements still have a role to play in simpler routines, saying: “We don't see consumers moving away from supplements as they simplify their wellness routines. Instead, they're becoming more intentional about the products they choose and how those products fit into their overall lifestyles. Sleep, nutrition, movement, and hydration remain the foundation of good health, and supplements are tools that complement those habits rather than replace them.”

The report outlined five of the most significant trends shaping health & wellness in 2026.

#1 TikTok triggers a fibre movement

Fuelled by the viral ‘fibremaxxing’ trend on TikTok, along with growing awareness of the gut microbiome and GLP-1 driven interest in weight management, consumers are prioritising fibre as a foundational tool for gut health and overall wellbeing, according to the report.

The Vitamin Shoppe reported that this trend is translating directly into sales, with the fibre category up 20% year-to-date. Searches for ‘fiber’ on vitaminshoppe.com increased 59% from January through May compared to the same period last year, while searches for ‘psyllium husk’ surged 150%, and searches for ‘fiber gummies’ jumped 90%.

Sales data from The Vitamin Shoppe showed which brands are driving the fibre trend: Garden of Life fibre sales are up 60% this year and Solaray has emerged as another fast-growing player in the category, increasing more than 600% this year following the introduction of targeted fiber formulations including Oat Fiber, Okra Fiber, and Triple Fiber. Enzymedica has grown by more than 350%, fuelled by new launches such as Let’s Go Fiber Plus and Fiber+ Gummies.

#2 Liver health moves from detox to daily wellness

Consumers are moving beyond short-term cleanses and embracing liver health as part of a broader strategy for long-term metabolic health and vitality, said The Vitamin Shoppe, adding that this shift is helping transform liver health into a growing and trendy area of interest.

At The Vitamin Shoppe, searches for ‘liver health’ have exploded nearly 700% year-to-date on vitaminshoppe.com, and sales in the liver cleanse category have almost doubled.

The retailer reported that one of the biggest growth stories in this category has been the Dose brand, which increased sales over 160% this year. Dose formulas include traditional liver-support ingredients like turmeric, milk thistle, ginger, and dandelion, combined into a convenient, bioavailable liquid format. Another top brand in the space is Revive MD, whose capsule-based liver support has seen sales increase by 80% this year at The Vitamin Shoppe.

#3 Consumers seek out trademarked ingredients

The ingredient brands powering supplements used to be invisible to consumers. However, this is changing, with people increasingly looking for branded, trademarked ingredients that signify quality, consistency, and clinically validated efficacy, according to the report.

In the consumer survey, nearly two-thirds of respondents (63%) said they either strongly or somewhat agree that they trust branded ingredients more than generic alternatives. This trend is also evident on vitaminshoppe.com, where searches for trademarked ingredients like KSM-66® and Magtein® are up around 200% this year, and searches for Creapure® and PeptiStrong® are up around 400%.

#4 Transparency becomes a competitive advantage

From third-party certifications and full-label disclosure to ingredient sourcing and batch-testing, transparency has become a defining competitive advantage for brands targeting increasingly informed consumers, wrote the report’s authors.

Nearly half of respondents (47%) in the consumer survey said they have chosen not to purchase a supplement because the label or formula lacked sufficient transparency.

One brand that illustrates this shift is Transparent Labs. Since launching at The Vitamin Shoppe in 2022, the brand has become the company’s top-selling third-party brand, powered by its commitment to fully disclosed formulas, clinically dosed ingredients, third-party certifications, and complete transparency around manufacturing and testing. Every product is independently certified through Informed Choice or Informed Protein.

#5 Flavour innovation drives sales

In 2026, taste has emerged as one of the industry’s most powerful drivers of product differentiation and consumer engagement, especially across sports nutrition, hydration, energy drinks, and functional foods and beverages, said The Vitamin Shoppe.

“From candy-inspired pre-workouts and soda-flavoured energy drinks to key lime pie protein bars and cereal milk protein powders, brands are competing not only on formulation and efficacy but increasingly on flavour,” wrote the authors.

The strategy is delivering results, said the retailer, with brands well-known for flavour innovation posting impressive growth through its stores this year. These include Ghost Energy (+86%), BUM Energy (+68%), Built Brands (+51%), Alani Nu (+45%), and Barebells (+37%).