The Vitamin Shoppe unveiled its Health & Wellness Trend Report 2025, an in-depth, data-driven look at the evolving priorities, preferences and behaviors shaping the wellness industry.

In its fourth year, the report combines proprietary sales and search insights from over 635 retail locations and vitaminshoppe.com; industry-wide data from SPINS; and analysis from a newly commissioned survey of 2,000 US adults, conducted by leading market research firm Talker Research.

“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.”

Leveraging AI for Health

Per the report, 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%).

Sixty-six percent are actively trying to consume more protein, driving growth in new on-the-go formats that prioritize taste and convenience. Thirty-five percent 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.

Top Health & Wellness Trends

According to the report’s findings, these are the Top Five Health & Wellness Trends in 2025:

Protein Evolves into Lifestyle Nutrition

Once limited mostly to powders in shaker cups, supplemental protein is now a core wellness staple in ready-to-drink beverages, bars, and snacks. At The Vitamin Shoppe, sales of RTD protein drinks rose 20% year-to-date and protein bars and snacks jumped 28%, even as protein powders pulled back 12%. Clear protein drinks (refreshing, rather than creamy), better-for-you snacks, and indulgent macro-balanced bars—like those from Barebells (up 97% YTD) and David (now the #2 bar out of 30 brands at The Vitamin Shoppe)—are helping to drive this shift.

NAD+ Goes Mainstream as a Longevity Essential

Fueled by social media, marketing buzz and research breakthroughs, NAD+ (nicotinamide adenine dinucleotide) has become one of the biggest longevity and cellular health trends of the past year. Searches for NAD+ on vitaminshoppe.com have skyrocketed 500% this year, while the NAD+ category drove 90% of growth in the fast-expanding cellular health category (which nearly doubled in Q1). The reason? Research shows that NAD+ supplementation can improve overall cellular function, enhancing vitality and healthspan, especially in older people experiencing drops in their natural NAD+ levels.

Peptides Redefine Muscle Health and Recovery

Usually associated with beauty and skincare, peptides are emerging as the next big thing in sports nutrition, due to the unique ways they 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—used in top-performing launches such as AN Performance Creatine + Peptide and Force Factor Anabolic Muscle Builder. Peptides are even addressing muscle preservation for GLP-1 medication users, as in formulas from Whole Health Rx, illustrating their on-trend, functional potential.

Supplement Delivery Formats Get a Modern Makeover

Convenience and experience are driving the rise of liquids, gummies, chews, beadlets, and topicals as alternatives to traditional pills and powders. As consumers look for more enjoyable, personalized ways to consume supplements, liquid vitamins 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 expanding the definition of supplementation.

Shilajit Gets a Second Life with a New Generation of Wellness Seekers

Once a niche Ayurvedic remedy, shilajit is trending hard, with Q1 sales up 40% and searches up 52% YTD at The Vitamin Shoppe. The resin-like adaptogen, often sourced in the Himalayas, is rich in fulvic acid and over 80 essential minerals, winning a new generation of wellness seekers enjoying benefits across multiple use cases, such as energy, hormonal health, bone support and cognition. Marketing-savvy brands like Better Alt and Cymbiotica are innovating beyond shilajit’s old-school resin format with easy-to-use 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.”