One-size-fits-all approach is out. If you’ve been part of the dietary supplement industry for a while, you’ve probably noticed the importance of catering to individual consumer needs in recent years. Because specific solutions are what people want – and surveys with market data prove it. Dive into five supplement trends that will dominate the health and wellness space in 2025. Plus, we included actionable tips for your brand…
1. Women’s health supplements
Supplements specifically developed for female consumers are experiencing unprecedented growth that is projected to continue. Research and Markets forecasts that the market for nutritional supplements for women will grow at a CAGR of 9,32% by 2030. This category has recently experienced a stronger growth than supplements in general, according to Euromonitor International’s data.
Female consumers are seeking solutions to support various aspects of their health. Euromonitor International’s survey conducted in 2024 revealed that the top three concerns for which they seek new solutions are:
- menstrual pain
- sexual wellness
- gynaecological health
Key ingredients driving innovation include chasteberry, black cohosh, and maca root, known for their benefits in managing PMS, menopause symptoms, and stress. Additionally, collagen, biotin, and hyaluronic acid continue to gain traction in beauty-from-within formulations.
Tip for your supplement brand: Expand your product offerings with targeted supplements for different life stages – fertility, pregnancy, menopause, and general hormonal balance. Consider bundle packs with complementary ingredients to provide a holistic solution. Partner with healthcare professionals to offer educational content that supports credibility of your products and encourages long-term consumer trust.
2. Personalized supplements
The rise of DNA testing, microbiome analysis, and AI-driven health assessments goes hand in hand with demand for personalized nutrition solutions. Not to mention smartwatches, smart rings etc. From 2024 to 2026, Euromonitor International anticipates that sales of wearable technology will increase by double digits worldwide.
All these tools can be leveraged to offer hyper-personalized supplements. Grand View Research expects the global market to expand at a CAGR of 14.59% from 2025 to 2030.
Tip for your supplement brand: AI-driven quiz tools can help with personalized supplement recommendations on your website. Offer subscription-based personalized packs to build long-term customer loyalty. Implement data-driven insights to refine product recommendations over time, ensuring continuous engagement and customer satisfaction.
3. Cognitive health
With mental clarity, focus, and stress management becoming top priorities, the cognitive health supplement category is booming. Data by Grand View Research shows that the nootropics market alone, valued at USD 3.75 billion in 2022, is projected to grow at a CAGR of 14.6% from 2023 to 2030.
The Wellness Trends Report by Holland & Barrett, a UK’s leading health store, showed that between January and July 2024, astaxanthin searches on its website increased by 299%. The supplement is believed to promote brain and eye health.
Consumers are turning to adaptogens, and brain-boosting compounds such as lion’s mane mushroom, Rhodiola rosea, L-theanine, and phosphatidylserine to enhance focus and memory while combating stress and fatigue.
Tip for your supplement brand: Create nootropic blends that combine stress-reducing adaptogens with cognitive enhancers. Market these as productivity and focus boosters for students, professionals, and gamers. Provide detailed content on ingredient synergy, including educational blog posts or webinars to guide consumers in choosing the right cognitive support.
4. Gut health
The gut microbiome continues to be a focal point of wellness trends, with digestive health directly linked to immunity, mental health, and even weight management. It is estimated that over 332 million people in Europe are affected by digestive diseases. The global market for digestive health supplements is expected to grow at a CAGR of 9.6% from 2024 to 2030.
Probiotics and prebiotics are leading this category, with innovative formulations featuring strains targeting specific concerns such as bloating, immunity, and mood regulation. Synbiotics (a combination of probiotics and prebiotics) and postbiotics (beneficial byproducts of gut bacteria) are gaining traction as next-generation gut health solutions.
Tip for your supplement brand: Differentiate your brand by offering targeted probiotic formulations – e.g., gut health for immunity, digestion, or mental well-being. Highlight strain-specific benefits backed by scientific research. Offer gut health testing kits or partner with gut health experts to provide personalized product recommendations.
5. Longevity focus
As Euromonitor International found out, consumers want to live healthier for longer. Anti-aging supplements are on the rise, with consumers seeking ways to slow aging, boost cellular function, and enhance metabolic health. This is also linked to the fact that the global population is aging. The WHO expects that the percentage of people over 60 in the world will almost double between 2015 and 2050.
Key longevity-boosting ingredients include NAD+ precursors (such as NMN and NR), resveratrol, CoQ10, and astaxanthin. These compounds are believed to support cellular repair, mitochondrial function, and oxidative stress reduction.
Tip for your supplement brand: Develop longevity-focused supplement lines that combine multiple anti-aging ingredients. Offer subscription models for long-term use and provide educational content that explains the mechanisms behind aging and how supplementation can help.
Supplement trends for 2025 in a nutshell
This year, the supplement industry is driven by personalization and consumer demand for targeted wellness solutions. Whether it’s women’s health, gut microbiome support, cognitive function, or longevity, staying ahead of these trends will ensure your brand remains competitive in a dynamic market.
To capitalize on these trends, consider expanding your product line, leveraging the latest research, and partnering with a trusted supplement manufacturer. If you’re ready to develop cutting-edge formulations for your brand, contact us today to explore private label and contract manufacturing solutions.