Clarkston’s team of supplement and nutrition consultants have highlighted the top supplement trends that businesses should consider. See an excerpt of the trends report below, and read all four trends for 2025 by downloading the full report here.

2025 Supplements and Nutrition Industry Trends

The supplements and nutrition industry is undergoing a significant transformation, driven by evolving consumer preferences, advancements in health and wellness, and the growing influence of social media trends. The market is projected to expand notably as more consumers prioritize health consciousness, with an increasing number embracing a healthier lifestyle. Many individuals are turning to supplements to fill nutritional gaps in their diets or daily meals. The U.S. retail vitamin, mineral, and supplement market, valued at $35.7 billion, is forecasted to grow at a compound annual growth rate (CAGR) of 2.5% from 2022 to 2027. 

Key trends shaping the landscape include a rising demand for customized nutrition that caters to individual health needs, a heightened focus on women’s health, the increasing significance of beauty supplements, a surge in nutraceuticals, and the impactful role of social media influencers in driving consumer awareness and engagement. 

Trend #1: Customized Supplements Continue to Rise 

The rapidly evolving market of customized supplements is driven by rising health awareness, technological advancements, and a growing demand for customized health solutions. As consumers become more aware of to their individual health and wellness needs, businesses can anticipate a significant rise in the demand for personalized supplements that offer tailored approaches to selfcare.  

This trend is driven by consumers’ growing willingness to spend money on items that precisely address their individual health concerns, as well as a strong emphasis on longevity and preventative health. The abundance of supplement options accessible to consumers sometimes leaves them feeling overwhelmed, so they search for an all-in-one solution that simplify their choices.  

The market trend for these customized nutrition solutions primarily resonates with women, Millennials and Gen Z, but is also being driven by the increasing geriatric population, the growing incidences of lifestyle-related diseases, and the rising concerns over inadequate nutrition.  

Businesses can effectively target these demographics by creating personalized and tailored formulation that cater to their unique preferences. Advancements in technology, particularly in AI, are enabling businesses to create more customized products that align with individual health profiles. Additionally, accurate data collection is set to enhance companies’ abilities to successfully customize supplements. Businesses may address changing customer expectations and position themselves for long-term growth in this dynamic industry by prioritizing personalized health solutions in their research and development. 

Trend #2: Women’s Health Remains a Priority  

The market for women’s health is expected to develop significantly, especially in areas that address menopause, fertility, and hormonal changes. This sector has historically been underserved and underfunded, creating an on opportunity for businesses to innovate and meet the specific health needs of women. The market is changing because of growing attention and understanding of issues like perimenopause, menstrual health, and overall well-being.  

Dietary supplements are emerging as the fastest growing segment, driven by women’s demand for natural and herbal wellness solutions. Supplements that address specific health issues, such as menopause, PMS, prenatal and postnatal health, and urinary tract health are becoming increasingly more popular than generic goods like multivitamins. This trend is reflected in the offerings of newer brands, such as Wile’s 40+ Period support and Health & Her’s Mind + for hormone regulation.  

The market for PMS and menstrual health supplements has had strong development; estimates place it at a $26.23 billion in 2024, with a 6.9% CAGR. This growth can be attributed to heightened awareness and cultural shift toward prioritizing women’s health. By addressing the unique needs of women and enhancing their understanding of health issues, companies can build brand loyalty and drive sustained growth in this market. Continue reading by downloading the full report below.

Download the Full 2025 Supplement and Nutrition Industry Trends Report Here

Read last year’s 2024 Vitamins and Supplements Trends Report here.

Contributions from Liz Mancio