The Vitamin Shoppe has released its Health and Wellness Trend Report 2025, an analysis of evolving priorities, preferences, and behaviors shaping the wellness industry.

The report, now in its fourth year, combines sales and search insights from 635 retail locations and the company’s website, industry-wide data from SPINS, and a survey of 2,000 U.S. adults conducted by Talker Research.

Key findings include:

• Most (69%) of Americans take dietary supplements to support personal health goals, which include improving energy (49%), immunity (38%), cognitive function (37%), and bone health (35%)
• Additionally, most (66%) are actively trying to consume more protein, driving growth in new on-the-go formats that prioritize taste and convenience.
• More than one-third (35%) already use AI to manage or learn about their health, for activities such as planning meals, researching health conditions, and learning about supplement routines. Another 27% are considering doing so.
• While social media is often credited for driving wellness trends, traditional information sources still hold significant sway: 15% cite TikTok as a source of discovery, but 30% cite friends, 29% news media, and 21% ads.
• Genuine trust still lies with credentialed experts; 59% of respondents rate doctors as “very trustworthy,” compared to only 11% for influencers.

“At The Vitamin Shoppe, we’re here to support every customer on their journey of lifelong wellness, whether they’re just starting out or optimizing an established routine,” said Sharon Leite, CEO of The Vitamin Shoppe. “Our Health & Wellness Trend Report 2025 offers a clear look at the products, ingredients, and innovations shaping how people care for their health today. This annual report is both a guide for consumers navigating a fast-changing wellness landscape and a strategic resource for brands seeking to stay aligned with evolving consumer attitudes and behaviors.”

Top Five Health and Wellness Trends

The first trend the company identified is how ubiquitous supplemental protein has become as a facet of “lifestyle nutrition,” and is available in ready-to-drink beverages, bars, and snacks. Sales of RTD protein drinks rose 20% year-to-date at The Vitamin Shoppe, and protein bars and snacks jumped 28%, even as protein powders pulled back -12%. Clear protein drinks, better-for-you snacks, and macro-balanced bars like Barebells (up 97% YTD) or David (the number-two bar out of 30 brands at The Vitamin Shoppe) are driving this shift.

The second trend is NAD+ (nicotinamide adenine dinucleotide) going mainstream as a longevity essential. Searches for NAD+ on vitaminshoppe.com have risen 500% this year, and the category drove 90% of growth in the cellular health category, which nearly doubled in Q1.

Thirdly, peptides are redefining muscle health and recovery, the company noted. While they’re typically associated with skincare and beauty, peptides also can support performance, recovery, and overall muscle health. Searches for peptides are up 550% on vitaminshoppe.com this year, fueled by innovations like PeptiStrong, a patented, plant-based peptide complex developed using AI technology. This ingredient is used in AN Performance Creatine + Peptide and Force Factor Anabolic Muscle Builder. Supplement brands such as Whole Health Rx use peptides in formulas designed to preserve muscle in GLP-1 receptor agonist users.

The fourth trend the retailer identified was that supplement delivery formats are getting a modern makeover, with liquids, gummies, chews, beadlets, and topicals continuously rising. Liquid supplements are up 50% this year at The Vitamin Shoppe, with MaryRuth’s leading the charge (+90% YTD). Searches for creatine gummies have surged 1,300% this year, and new delivery systems like creatine beadlets from BodyTech Elite, transdermal magnesium sprays, and ashwagandha honey sticks are shaking things up.

Finally, shilajit, once a niche Ayurvedic remedy, is now trending, with Q1 sales up 40% and searches up 52% YTD. The adaptogen, often sourced from the Himalayas, is rich in fulvic acid and over 80 essential minerals, and is used to support energy, hormonal health, bone support, and cognition. Brands like Better Alt and Cymbiotica are innovating with capsules, gummies, and honey sticks.

“These five top trends outlined in our Health & Wellness Trend Report 2025 reflect a consumer focused on optimizing both daily performance and longer-term healthspan,” said Muriel Gonzalez, president of The Vitamin Shoppe. “From the innovation of advanced compounds like peptides and NAD+, to the rising demand for convenient, on-the-go protein formats and enjoyable supplement delivery systems, we’re seeing an ongoing shift toward personalized wellness choices that are rooted in scientific efficacy and modern lifestyle integration.”