Strategic Shifts in Wellness: What Brands Must Know in a Changing Marketplace Poised for Innovation and Growth

Advances in technology and science are ushering in an unprecedented new era of conscious consumer behavior focused on proactive self-care and natural health management 

Fueled by these trends, the supplement industry remains dynamic, shaped by evolving consumer expectations, technological innovation, and an increasingly digital retail landscape. The latest data from the VMS (Vitamins, Minerals, and Supplements) sector reveals a resilient market, where consumer demand remains strong despite economic uncertainties. With wellness trends expanding beyond traditional health concerns to encompass mental well-being, personalization, and alternative delivery formats, the opportunities for innovation have never been greater, says Kristine Urea, Market Performance Group General Manager, Strategic Intelligence. Kristine shares her insights on the six macro trends reshaping this industry, critical areas of innovation and acceleration, the future of supplementation, and what’s needed for suppliers to succeed in this evolving environment.

Consumer Trends: The Expanding Role of Nutrition in Holistic Health

Consumer attitudes towards health and wellness have undergone a seismic shift post-pandemic. While traditional concerns like immunity and overall physical health remain paramount, there is a growing focus on mental well-being. Over 40% of consumers report paying more attention to mental health which includes not only cognitive health but also stress and sleep support, and 22% of the U.S. population—equivalent to fifty-five million adults —expresses willingness to purchase supplements specifically for mental wellness. This marks a turning point for VMS brands, as the stigma around mental health declines, particularly among younger generations. Both Millennials and Generation Z are highly focused and open to the idea of supplementation to support their mental wellbeing, in addition to overall health, including energy metabolism, muscle recovery, and immune function.  Given this increase in demand, ingredients like Magnesium, recognized for its benefits in relaxation and sleep, is now used by 27% of U.S. adults and has notably increased its share within VMS, posting an impressive +28% 4-year CAGR within the Nielsen US AOC market.

Market Performance: Strong Fundamentals with Areas of Acceleration

Household penetration of VMS products remains high at 91%, supported by increased consumer spending per household (+7.8% vs YAG) and high repeat purchase rates (88% of consumers buying repeatedly).8 This solid performance underlines the integral role supplements play in daily routines across diverse consumer groups.

The retail landscape for VMS is undergoing a profound transformation and now FDMe sales total more than $34.55B including Amazon and TikTok Shop. Amazon's influence continues to expand, while mass-market and natural/specialty retailers maintain steady, albeit slower, growth. Direct to Consumer/E-commerce channels, particularly Amazon, have emerged as a dominant force in the industry. Holding a 42.5% market share9, Amazon drives category growth through its "Subscribe & Save" programs, extensive product assortments, and aggressive digital marketing. Notably, the top-selling VMS products on Amazon boast over 100,000 reviews, highlighting the platform’s ability to influence purchasing decisions at scale. According to the latest Kalodata, TikTok Shop Nutritional Supplements sales have grown to more than $285MM in the latest six months and, based on current growth rates, are expected to reach more than $500MM annually this year, as the role of personal recommendation continues to have a direct influence in driving consumer conversion in the space.

Interestingly, given this direct correlation of social influence to consumer conversion, digital media spending on VMS has outpaced comparable personal care categories, with brands ramping up marketing efforts in January to capitalize on New Year’s wellness resolutions. This underscores the importance of omnichannel engagement, as consumers increasingly rely on online resources for health education and product discovery.

Innovation in Supplement Formulation and Delivery

One of the most notable developments in the VMS industry is the rise of alternative supplement formats. Traditional supplement formats, including capsules and tablets, retain dominance at 52% market share11, yet alternative forms such as powders, chewables, liquids, and even novel offerings like shots are rapidly gaining consumer interest in enjoyable, convenient, and experience-driven solutions. Gummies remain particularly appealing, accounting for 22% of the market11 and significantly favored by consumers under 555, highlighting the increasing preference for formats that are both functional and offering unique consumer experiences to building regimens through pill formats only.

Moreover, emerging ingredient trends showcase a strong consumer preference for clinically effective, natural, and transparent formulations. Products utilizing probiotic kombucha powders, bioavailable plant-based ingredients, and targeted mood supplements like mushrooms, adaptogens and saffron extracts are gaining traction. Additionally, the "Ozempic Effect" is driving increased demand for protein supplements and probiotics, as GLP-1 users seek supportive nutritional solutions. Consumer preferences for more natural approaches to GLP-1 supplementation are also propelling the growth of ingredients like Berberine, recently recognized as a top-performing ingredient on platforms like Amazon.

The Future: Personalization, Digital Growth, and the Next Frontier of Wellness

Looking ahead, the VMS industry is positioned for continued expansion, albeit at a moderated pace. Market growth is expected to continue at a steady pace in the long term as consumers seek more personalized and targeted solutions, fueled by advancements in technology and AI-driven health assessments.

With direct to consumer/e-commerce channels set to lead category growth through 2026, brands must embrace digital-first strategies. Investment in social media influence, targeted advertising, and education-based marketing will be key drivers in capturing consumer trust and loyalty.

Brands that embrace the changing landscape and focus on innovation, transparency, and consumer-centric marketing will be best positioned to thrive.

To succeed in this evolving environment, brands should focus on three key areas:

1) Prioritizing Meaningful and Differentiated Innovation in Delivery Formats and Experiences

The days of a one-size-fits-all approach to supplementation is fading. Consumers, especially younger generations, are looking for products that seamlessly fit into their daily routines, provide convenience, and offer a superior user experience. While capsules and tablets still hold the majority share, the growth in powders, chewables, and liquid-based solutions indicates a shift toward more engaging and enjoyable consumption formats.

To stand out in a crowded market, brands must focus on truly differentiated innovation. The next phase of growth will come from products that not only deliver health benefits but also elevate the overall supplement experience—making it more convenient, effective, and enjoyable.

2) Emphasizing Transparency in Product Sourcing and Ingredient Integrity

Consumers are more educated than ever and are actively seeking out products that align with their values and expectations. The demand for cleaner, responsibly sourced, and clinically backed ingredients continues to grow. However, trust remains a critical factor in purchasing decisions, with consumers prioritizing familiar brands over newer entrants in the space.

To build and maintain trust, brands must be forthright about their ingredient sourcing, manufacturing processes, and scientific backing. Clear and accessible labeling, third-party certifications, and transparent sustainability initiatives will play a crucial role in strengthening consumer confidence.

Additionally, the rise of plant-based alternatives and sustainable packaging solutions presents opportunities for brands to align with consumer demand for environmentally responsible products. Those that proactively communicate their sustainability efforts and ethical sourcing practices will foster deeper connections with their audience.

3) Marketing with Solution-Forward Benefits and Consumer Education

As the supplement aisle becomes increasingly crowded, brands must shift their marketing approach from simply highlighting ingredients to clearly communicating the tangible benefits of their products. Consumers don’t just want to know what’s in their supplements; they want to know why it matters to them and how it fits into their personal wellness journey.

This requires a shift toward solution-based messaging—helping consumers easily identify products that address their specific needs, whether it is stress management, gut health, cognitive support, or athletic recovery. Instead of overwhelming shoppers with scientific jargon, brands should invest in education-driven marketing that simplifies complex information and provides clear guidance on product selection, increasingly from a peer group with whom they identify. 

Thus, digital platforms, particularly social media sites and influencer-driven content, have become powerful tools for consumer education. Short-form videos, interactive quizzes, and personalized recommendation engines can help guide consumers toward the right solutions for their health goals.

A Call to Action for the Industry

We are now at an inflection point. Consumers are demanding more—more innovation, more transparency, and more personalized solutions. Brands that take an initiative in these three areas will be the ones that lead the industry forward.

The future of supplementation is not just about selling products—it’s about delivering holistic wellness experiences that are convenient, trustworthy, and tailored to individual needs. Those that embrace this shift will not only drive category growth but also forge deeper, more meaningful relationships with consumers in the years to come as they undoubtedly look to expand their regimen as new health benefits naturally come into focus as we age.

Now is the time for brands to step up, rethink their strategies, and create the next generation of nutrition products that truly make a difference.

MPG’s Strategic Intelligence & Analytics solutions help CPG brands anticipate trends, optimize performance, and make data-backed decisions with confidence. Using proprietary retail tools, AI-powered insights, and customized reporting, we transform complex data into actionable strategies that drive real growth. Unlock the power of data. Reach out to Kristine Urea at Kristine.urea@mpgllc.com for curated insights and solutions to accelerate your business growth in this area.

References: MIntel, 2025 Global Consumer Trends; Mintel, Managing Stress and Mental Wellbeing - US – 2023; Jama Network; Trends in Public Stigma of Mental Illness in the US, 1996-2018; Mintel, Millennials and Health – US – 2024; Mintel, Vitamins, Minerals & Supplements – US – July 2024; Mintel Ingredient Watch: Magnesium – US – February 2024; Nielsen NIQ, Total US xAOC; 260 Weeks Ending 12/28/2024; Numerator Panel, Total US All Outlets; 5-Year Data Ending 12/28/2024; Stackline, Amazon – VMS, 52 Weeks Ending 12/28/2024; Kalodata, TikTok Shop, Nutritional Supplements, 6 Months thru 1/2025; Nielsen NIQ, Total US xAOC, 52 Weeks Ending 1/25/25; FDMe defined by combining: Nielsen NIQ Scan Food, Drug, Mass retailers, Nielsen NIQ Homescan Panel Club Channel; SPINS: Natural Channel; Stackline: Amazon; Kalodata, TikTok Shop Annual Projection; Data synthesized thru 52 Weeks Ending 12/28/2024