Five health and wellness trends for 2025 released
In June, The Vitamin Shoppe released the 2025 Health and Wellness Trends Report, the fourth annual report from The Vitamin Shoppe (starting in 2022). The report combines data from The Vitamin Shoppe's more than 635 retail stores, exclusive insights from vitaminshoppe.com, and industry data from SPINS.
Prior to this, The Vitamin Shoppe commissioned market research firm Talker Research to conduct a consumer survey of 2,000 American adults from May 16 to 22, 2025. The report shows that 69% of respondents are taking dietary supplements to maintain good health, with goals ranging from energy boosting, stress management, life extension, cognitive health, and weight management, and 56% of respondents said they are likely to achieve their personal health goals by trying emerging health trends.
Among the various health trends emerging online and in the media, The Vitamin Shoppe's trend report points out five prominent trends that reflect a deeper integration between scientific innovation, shifts in consumer priorities, and lifestyle-driven shifts in health perceptions.
Trend 1: Protein demand shifts to functional foods and drinks
According to the survey results of The Vitamin Shoppe, the online search volume for "protein" has shown a significant increase, with an increase rate as high as 81%. At the same time, 66% of the respondents said they are actively seeking ways to increase their protein intake in their diet. This indicates that consumers' attention to protein is continuously increasing.
This trend of protein demand upgrade has also brought new growth opportunities for new functional protein products such as collagen powder.
Compared with traditional whey protein powder, which focuses on fitness people, collagen powder emphasizes the health effects "from the inside out" and is favored by female consumers, anti-aging people, and beauty care needs. Its function is no longer limited to "protein supplementation", but integrates comprehensive values such as skin care and whitening, joint health, promoting collagen production, and improving skin elasticity, becoming a rapidly emerging sub-track in the protein category.
Especially after collagen is compounded with vitamin C, hyaluronic acid, coenzyme Q10 and other ingredients, it gives the product a stronger "functional label", making it leap from a basic nutritional supplement to a high-end nutritional solution with health care + beauty + anti-aging properties.
Driven by this consumption trend, more and more brands and e-commerce platforms have begun to launch collagen powder products, emphasizing differentiated selling points such as high purity, small molecule peptides, easy absorption, and no fishy smell, and making it part of daily beauty drinks, such as drinking with coffee, smoothies, and yogurt, conforming to the new nutritional consumption scenario of "convenience + delicious + good-looking".
Trend 2: NAD+ Longevity Revolution
Prolonging life and healthy life span have become the focus of most Americans. The results of the Vitamin Shoppe consumer survey show that 75% of the respondents are concerned about the possible health effects of aging, and 21% of consumers claim to be "doing everything they can to fight aging." It is worth noting that 43% of the respondents believe that taking vitamins and supplements can effectively prolong life and delay aging, and this view even exceeds regular medical treatment (40%) and regular exercise (39%).
Data source: The Vitamin Shoppe Consumer Survey 2025
NAD+ (nicotinamide adenine dinucleotide) is a coenzyme found in all living cells and plays a key role in energy production, DNA repair, and metabolism. However, as we age, NAD+ levels in the body decline, particularly between the ages of 40 and 60, when they can drop by as much as 50%, often leading to increased fatigue, reduced metabolic efficiency, cognitive decline, and other signs of aging.
Over the past year, NAD+ has gained widespread attention among health-conscious consumers for its potential to optimize energy, slow aging, and support metabolic function, and has quickly emerged as one of the most important longevity and cellular health trends. Public interest in NAD+ has exploded, with searches on vitaminshoppe.com surging nearly 500% this year alone. In The Vitamin Shoppe’s first quarter, total sales in the Cellular Health and Healthy Aging category grew 91%, with 90% of that growth coming from NAD+ products.
Against this backdrop, Life Extension, the sales leader in the NAD+ category on The Vitamin Shoppe platform, saw sales increase 127% year-over-year in the first quarter of 2025.
Trend 3: Peptides, a new direction in sports nutrition
Peptides, as short chains of amino acids, act as biochemical messengers in the human body, regulating a variety of physiological processes including metabolism, appetite, blood sugar, inflammation and muscle regeneration. Its combination with collagen has achieved remarkable results in the field of beauty and health.
In 2025, sales of peptide products on vitaminshoppe.com surged by more than 550%. At the same time, consumers' awareness of peptides has also increased significantly: compared with five years ago, 41% of consumers now have a "significantly" or "slightly" higher awareness of peptides.
Data source: The Vitamin Shoppe Consumer Survey 2025
The growth in demand and the deepening awareness of the efficacy of peptide products have enabled peptides to gain a foothold in the field of sports nutrition.
In overseas markets, Collagen Peptides are gradually upgrading from a single beauty purpose to a multifunctional protein supplement, focusing on joint care, skin elasticity enhancement and overall sports recovery support. They accurately meet the intersection of the current "beauty + function + sports" triple needs and are deeply favored by fitness people and consumers who focus on anti-aging care.
Trend 4: Liquid supplements, gummies, etc. are on the rise
As society develops, modern consumers are actively seeking more convenient, enjoyable and personalized ways to integrate their daily supplement needs.
The evolution of this consumer trend is driving a wave of innovation in the entire supplement industry. To meet the growing demand, many brands have launched new delivery systems that are both functional and user-friendly: including liquid vitamins, gummies and even topicals.
Data shows that since 2025, the search volume for "creatine gummies" on the vitaminshoppe.com platform has surged by 1,300%. At the same time, The Vitamin Shoppe's liquid vitamin sales increased by 50% year-on-year. According to SPINS data, in the field of creatine, the growth rate of gummies far exceeds that of powders.
Trend 5: Shilajit, a modern application of ancient health remedies
Shilajit is a natural substance mainly produced in the Himalayas. It is a dark brown powder or exudate of mountain rocks, which is gradually decomposed by plants and minerals under the action of microorganisms. For centuries, it has been an important health remedy in traditional Ayurvedic medicine (mainly used to enhance physical strength and promote human health).
Shilajit is rich in fulvic acid (a potent antioxidant) and more than 80 essential minerals such as iron, magnesium, potassium, zinc and selenium. It has many health benefits, such as anti-fatigue, improved cognition and memory, anti-anxiety, immune regulation and improved endurance.
According to The Vitamin Shoppe's health survey, among the series of health issues that consumers most want to change in 2025, 49% of consumers hope to improve energy. In addition, enhancing immunity (38%), improving cognitive function (37%) and maintaining bone health (35%) are also the main health issues that consumers want to change. And shilajit just meets the health needs of the above consumers.
Thanks to this, coupled with the widespread dissemination of social media, the number of searches for shilajit on vitaminshoppe.com has surged this year, and has increased by 52% so far. Correspondingly, in the first quarter of this year, shilajit sales on The Vitamin Shoppe increased by more than 40%.
Jiabeikang: Your Trusted OEM/ODM Partner for Products
At Jiabeikang, we stay ahead of the trend by offering fully customizable solutions for global B2B clients:
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Powder, capsules, powders, or jellies — all available with private label support.
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GMP, FDA, HALAL, BRCGS certified; COA and third-party lab testing provided for each batch.
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We supply to top brands, retailers, and online sellers in the U.S., Europe, Southeast Asia, and the Middle East.
Whether you’re a new brand tapping into the supplement & wellness market, or a distributor looking for your next best-seller, Jiabeikang offers a full-service OEM/ODM solution — from concept development and sample formulation to mass production and global shipping.
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