2025 Supplement Trends

Aug 29

Every market has its trends, and the supplement industry is no different. Staying ahead is essential for brands that want to maintain a competitive edge and meet evolving consumer demands. In this article, we’ll cover ten trends projected for 2025 while offering insights into how your brand can capitalize on these opportunities.

1. Pet Supplements

The pet supplement market has been experiencing double-digit growth, and it’s expected to continue expanding in 2025. Pet owners are investing more in the health and wellness of their animals, seeking out supplements that can address specific concerns such as joint health, anxiety, digestion, coat quality, and healthy aging.

What’s Driving This Trend?

Advancements in veterinary science and increased awareness among pet owners about the benefits of preventive care are driving this trend. Consumers are looking for supplements that use high-quality, human-grade ingredients, with clear evidence of efficacy. As pets live longer, there’s also a growing demand for age-related supplements that can enhance the quality of life in senior animals.

How Can Brands Stand Out?

Brands that focus on transparency, showcasing the sourcing and manufacturing processes, and that invest in clinical research to validate the effectiveness of their products, will gain the trust of discerning pet owners. Since pets are regarded as beloved family members, brands that tailor formulations for specific breeds or health conditions can differentiate themselves in the pet supplement market. Think of a customized experience that shows you care versus generic products.

2. Nootropics

Nootropics, supplements designed to improve cognitive function, memory, creativity, and motivation, are set to become mainstream in 2025. As the pace of life accelerates, consumers are increasingly interested in products that can help them stay sharp and focused.

Key Ingredients to Watch:

Expect to see growth in the use of ingredients like L-theanine, Rhodiola rosea, Bacopa monnieri, and synthetic compounds such as racetams. There is also increasing interest in natural nootropic stacks—combinations of ingredients that work together to enhance mental performance. Consumers are looking for both short-term benefits, such as increased focus during work or study, and long-term brain health.

Innovation Opportunities:

Brands that incorporate bioavailable forms of these ingredients and offer products with rapid onset times will appeal to consumers seeking quick results. As always, transparency in ingredient sourcing and the inclusion of clinically backed dosages is crucial for gaining consumer trust. With growing interest in mental wellness, nootropic supplements that also support mood and stress management could capture a significant share of the market.

3. Beauty

The concept of “beauty from within” is increasingly resonating with consumers who understand that true beauty starts with inner health. The market for supplements that support hair, skin, and nails is set to expand significantly in 2025, driven by a desire for natural, effective alternatives to topical beauty products.

Key Ingredients to Consider:

Collagen remains a cornerstone of this category, but there’s growing interest in other ingredients such as ceramides, astaxanthin, and silica. Formulations that include antioxidants, vitamins (like Vitamin C and E), and minerals (such as zinc and selenium) are also gaining traction, as these can help protect the skin from environmental damage and support overall skin health.

Brand Differentiation:

Brands can differentiate themselves by offering multi-functional products that address multiple beauty concerns in one supplement, such as combining collagen with hyaluronic acid for both skin hydration and joint health. Though capsules are a great option, considering other delivery methods, such as beverage powder supplements, chewable tablets, or gummies, are appealing to consumers who want an enjoyable and convenient way to incorporate these products into their daily routines.

4. Gut Health

Gut health continues to be a focal point for consumers, with new research constantly emerging about the gut-brain axis and the role of the microbiome in overall health. In 2025, the gut health supplement market will be driven by a more sophisticated understanding of how to balance and support the gut microbiome.

Evolving Product Categories:

While probiotics have been popular for some time, there’s now a growing awareness of the importance of prebiotics (which feed beneficial gut bacteria) and postbiotics (the beneficial byproducts of probiotic activity). Products that combine these elements into a single formulation—often referred to as synbiotics—are expected to be in high demand. Additionally, marketing to niches is proposed to do well. An example of this would be the oral health category.

Research and Development Focus:

Brands that invest in R&D to better understand specific strains of bacteria and their health benefits will be well-positioned to create targeted gut health products. Consumers are learning more about prebiotics, probiotics, and postbiotics, so truly live microorganisms are a must to best support specific customer needs.

5. Women’s Health

The women’s health supplement market is already on an upward curve, driven by an increasing focus on hormonal health, fertility, and menopause support. Consumers are looking for natural solutions that can help them manage the complexities of their hormonal cycles and overall health.

Ingredients to Consider:

Adaptogens like ashwagandha and Rhodiola, as well as traditional herbs such as chasteberry and black cohosh, are gaining popularity for their role in balancing hormones. Additionally, nutrients like magnesium, B vitamins, and omega-3 fatty acids are essential for women’s health, supporting everything from PMS to mental well-being.

Product Development Considerations:

Brands should consider developing products that address specific life stages—such as preconception, pregnancy, postpartum, and menopause—each with its own unique nutritional needs. Clear, evidence-backed formulations that avoid unnecessary fillers and allergens will appeal to the modern health-conscious consumer.

6. GLP-1 Support Supplements

With rising awareness of metabolic health, glucagon-like peptide-1 (GLP-1) support supplements are gaining attention as a natural aid in weight management. GLP-1 is a hormone that plays an important role in regulating appetite and glucose metabolism, making it an attractive target for those seeking to manage their weight and blood sugar levels.

Mechanism of Action:

GLP-1 receptor agonists are already used in pharmaceuticals to treat conditions like type 2 diabetes. Supplements that naturally support GLP-1 activity can help with appetite control, reducing food intake, and improving insulin sensitivity. Key ingredients that may support GLP-1 function include berberine, bitter melon, and specific fibers that slow carbohydrate absorption.

Market Potential:

As consumers become more educated about metabolic health, there’s a growing market for products that support healthy weight management without extreme diets or stimulants. Brands that can develop products with measurable effects on GLP-1 levels will be well-positioned to capture this wellness market.

7. Herbal Supplements

Herbal supplements have always been a staple in the wellness industry, but 2025 is set to see a resurgence in their popularity as consumers seek natural alternatives to synthetic products. The renewed interest in traditional remedies is driven by a growing preference for holistic health solutions.

Notable Herbs to Watch:

Expect to see continued popularity in herbs like turmeric, ashwagandha, and echinacea. There’s also growing interest in lesser-known herbs like moringa, schisandra, and andrographis, which are being researched for their potential health benefits.

Quality and Sourcing:

One of the key challenges for herbal supplements is ensuring consistent potency and purity. Brands that invest in quality sourcing—such as organic farming and fair trade practices—along with third-party testing, will build credibility and trust with consumers. Education about the benefits and traditional uses of these herbs is wise and can help brands connect with consumers on a deeper level.

Related article: The Future of Supplementation

8. Sports Nutrition

The sports nutrition market is expanding beyond just protein powders to include a wide range of supplements designed to support specific aspects of athletic performance. In 2025, expect to see a diversification of products that cater to different types of athletes, from weekend warriors to professional competitors.

Key Trends in Formulation:

Ingredients like branched-chain amino acids (BCAAs), creatine, beta-alanine, and adaptogens such as Rhodiola and ashwagandha will continue to be popular. There’s also a growing interest in plant-based protein and recovery supplements, as more athletes adopt vegan or vegetarian diets. BHB salts should be kept in mind as well.

Targeted Products for Niche Markets:

Brands can differentiate by developing products tailored to specific sports or fitness goals. The consumers of this category are increasingly seeking out products free from artificial flavors, colors, and sweeteners, so more natural products are sought after for full wellness opportunities.

9. Immune Health

The importance of immune health has been underscored by recent global events, and this focus is expected to continue into 2025. However, consumers are looking for more than just a daily vitamin C tablet—they want comprehensive immune support that integrates multiple nutrients and bioactives.

Effective Combinations:

Formulas that combine vitamin C, vitamin D, zinc, and elderberry have been staples, but there’s increasing interest in more sophisticated blends that include colostrum, oregano oil, bee propolis, and mushrooms like reishi and maitake. These ingredients are valued for their synergistic effects in supporting the immune system’s various pathways.

Innovative Delivery Systems:

Brands can stand out by offering immune health supplements in innovative delivery systems, such as liposomal formulations, which enhance bioavailability, or convenient on-the-go formats like gummies, powders, or chewable. Additionally, positioning products for specific immune challenges, such as seasonal support or stress-induced immune suppression, can attract niche markets.

10. Sustainability

Sustainability is no longer just a buzzword—it's a driving force behind consumer purchasing decisions. In 2025, the demand for supplements produced with eco-friendly practices is expected to greatly rise. Consumers are becoming increasingly concerned about the environmental impact of the products they use, and they are looking for brands that share their values.

Sustainable Sourcing and Ingredients:

Brands that prioritize sustainably sourced ingredients, such as organic herbs, regenerative agriculture, and fair-trade practices, will resonate with eco-conscious customers.

Eco-Friendly Packaging:

Packaging is a significant focus for sustainability in the supplement industry. Expect to see a shift towards biodegradable, compostable, or recyclable packaging materials in 2025. Brands that reduce plastic use, or use innovative packaging solutions like algae-based plastics, glass bottles, or mushroom-based packaging will appeal to consumers looking to minimize their environmental footprint.

Carbon Neutral and Ethical Practices:

Beyond ingredients and packaging, consumers are increasingly interested in the overall carbon footprint of the products they purchase. Brands that achieve carbon neutrality, engage in ethical business practices, and contribute to environmental causes will attract a loyal customer base. Transparency in sustainability efforts, backed by certifications such as B Corp, Fair Trade, or USDA Organic, will be sought after, as well as products manufactured in the United States.

Prepare Your Brand for 2025

As the supplement industry evolves, staying ahead of trends is essential to thrive. By addressing niche markets and focusing on quality, transparency, and innovation your brand can build a foundation for long-term success in the upcoming year.

Want MORE 2025 trends? Check out Oral Health & E-Gamer!

At Factory6, we are committed to supporting brands in navigating trends and bringing exceptional products to market. As a manufacturing partner, our expertise in innovative formulations and extraordinary customer service help our clients succeed.

Want to explore how we can help your brand?

Megan Tribble