Vitamin Shoppe Releases 2026 Health and Wellness Trend Report

The Vitamin Shoppe, an omnichannel retailer of nutritional products, released its annual report on health and wellness trends, revealing five consumer trends shaping the wellness and supplements landscape. The report draws on sales and search data from the company’s stores and online, as well as a nationwide survey of 2,000 adults.

The trends include: fiber’s emergence as a foundational wellness category; liver health’s evolution from detoxes to daily support; demand for branded ingredients; rising expectations for transparency; and flavor innovation.

In terms of consumer attitudes, the company noted that consumers are looking to simplify their wellness routines despite the abundance of health information and optimization tools. Among those looking to change their health routines, 44% said they are focusing on foundational habits like quality sleep, regular movement, hydration, and nutrition, while 21% are pursuing more complicated optimization strategies.

Generational differences are clear: 70% of Gen Z adults said they feel pressure to keep up with the latest health and wellness trends, compared to 31% of Baby Boomers. Most (53%) of Gen Z consumers report experiencing “health FOMO” related to not meeting their health goals because they haven’t kept up with the latest trends and tools, compared to just 13% of boomers.

Half of consumers say they feel empowered by the availability of health information and tools, while a third say they feel overwhelmed. Men (59%) are more likely to feel empowered than women (46%).

“This year’s report reflects the contrasting dynamics of today’s consumer, who is increasingly informed and discerning,” said Sharon Leite, CEO of The Vitamin Shoppe. “Innovation still matters, but credibility has become the ultimate differentiator. Consumers are gravitating toward products that combine scientific validation, transparent sourcing, trusted ingredients, and seamless integration into everyday life. The result is an industry that is becoming both more sophisticated and more grounded in practical outcomes.”

TikTok Triggers a Fiber Movement

TikTok’s “fibermaxxing” trend, expanding consumer awareness of the gut microbiome, has driven increased interest in metabolic health and GLP-1 nutrition. Fiber category sales have increased 20% year-to-date, and searches for “fiber” have risen 59% and “psyllium husk” by 150% on the retailer’s website.  Nearly 70% of Americans report actively trying to increase fiber intake through food, supplements, or both.

Liver Health Expands Beyond Detox

Consumers don’t think about liver support as an occasional cleanse after over-indulging, The Vitamin Shoppe reports, but as an element of long-term metabolic health, vitality, and healthy aging. Searches for “liver health” jumped 700% on the retailer’s site, while liver cleanse sales have almost doubled.

The liquid supplement brand Dose has been a major driver; it boosted sales over 160% this year and accounts for more than 60% of category sales at The Vitamin Shoppe.

Trademarked Ingredients Continue Gaining Trust

Shoppers recognize several trademarked ingredients for their quality and scientific validation. Two-thirds of consumers said they trust trademarked ingredients more than generic alternatives.

“Searches for sought-after branded ingredients like Creapure and PeptiStrong multiplied by up to 400% this year,” the retailer reported, suggesting that branded ingredients “provide a powerful point of differentiation in a crowded marketplace.”

Transparency Becomes More Competitive

Consumers expect full ingredient disclosure on labels, evidence of clinically effective dosages, and access to third-party certifications and formula standards. The survey found that 47% of consumers said they decided not to purchase a supplement because the label or formula lacked sufficient transparency.

QR codes, certificates of analysis portals, and traceability tools now allow consumers to access batch-specific test results and quality documentation from their smartphones.

Flavor Innovation Transforms Key Categories

Brands are using flavor to become more competitive in driving trial and long-term loyalty. Candy-inspired pre-workouts, soda-flavored energy drinks, key lime pie protein bars, and cereal milk protein powders, flavor has been an essential part of product innovation.

More than half of consumers said that flavor meaningfully influences supplement purchase decisions, and sports nutrition brands reputed for their memorable flavors are posting double-digit sales growth at The Vitamin Shoppe.

Room for Improvement

While Americans seem to be embracing both discovery and the fundamentals of good health, they mostly view their status as a work in progress. When asked to grade their own health, 20% of respondents awarded themselves an A, while 31% gave themselves a B, and 37% a C.