February 5, 2025 – This report examines trends in the supplements category overall and in four fast-growing positionings: brain/mood, mental acuity, insomnia and energy/stamina. It includes macro trend context, market size in dollar sales, top company share and profiles, consumer insights and new product launch trends, it details subcategory level launches and ingredient trends, including ingredient and positioning subcategory growth trends among supplements subcategories, it summarizes top product attributes and purchase drivers for the category as well as how they are related to select health and wellness concerns, and it compares new product innovation strategies and highlights key areas of focus by leading companies.

Key takeaways are summarized and innovation opportunities are highlighted based on observations and insights from the report.

Interested in the Now & Next in Supplements in the US report?
Complete the contact form to request access.