For most of my upbringing, vitamins and supplements were reserved for the health gurus and fitness fanatics of the world, with all-encompassing multivitamins being the main players in the supplement space. Today our understanding of vitamins and supplements is far wider, with wellness lovers and beauty aficionados alike turning to curated regimens of pills, powders and more to stay looking and feeling their best. To fully understand where we stand in the world of wellness today, we dove into The Vitamin Shoppe's 2025 Health & Wellness Trend Report, and the findings were enlightening.
The Vitamin Shoppe's 2025 Health & Wellness Trend Report: Key Takeaways
Drawing from proprietary sale insights, search data from over 600 Vitamin Shoppe locations and its online retail platform, industry data from SPINS and new analysis from a survey of 2,000 U.S. adults, conducted by leading market research firm Talker Research, the Vitamin Shoppe's Health & Wellness Report provides an in-depth, holistic look into how American consumers are interacting with wellness today.
As the survey found, a whopping 69 percent of Americans take dietary supplements daily to support personal health goals, prioritizing improved energy, immunity, cognitive function and bone health. The report also highlights a protein boom with protein supplements gaining popularity.
According to the report's press release, "Sales of ready-to-drink (RTD) protein drinks rose 20 percent year-to-date and protein bars and snacks jumped 28 percent, even as protein powders pulled back 12 percent," reflecting the shift toward clear beverages and indulgent bars. Another key trend is the mainstream rise of NAD+ supplements for longevity. "Searches for NAD+ on vitaminshoppe.com have skyrocketed 500 percent this year, while the NAD+ category drove 90 percent of growth in the fast-expanding cellular health category (which nearly doubled in Q1)," the press release revealed. Other top trends include peptides for muscle health and recovery, a modern-day approach to supplement delivery systems and a resurgence of the niche Ayurvedic remedy, shilajit. For a full breakdown of the Vitamin Shoppee's 2025 wellness findings, click here.
