3 August, 2025 – Global supplement trends in 2025 are influenced by a number of different factors. These include global macro-level influences, supplement trends and trends in products themselves. Consumers also affect the marketplace, which itself experiences dynamics, shifts and supplement strategies, new product launches, and innovation.
Defining Supplements
Dietary supplements are oral products that provide ingredients to supplement the diet. Supplements come in many forms, including tablets, capsules, powders, liquids, chews, gummies, and gels. They can be differentiated by the type of supplement. Amino acid supplements provide single or multiple amino acids. Among the key antioxidants are alpha-tocopherol, beta-carotene, lutein, lycopene, resveratrol, and others. Aromatherapy supplements are derived from plant aromatics. Fennel, lavender, mint, and pine are examples of floral and other types of aromatic compounds. Botanical and herbal supplements feature extracts from ginger or green tea, along with bioactive compounds such as milk thistle and St. John’s wort. Concentrates can be made from animal tissue or from plants, namely leaves, fruit, herbs, or garlic. Fiber supplements can provide insoluble or soluble fiber.
Enzymes also encompass coenzymes and flavonoids. Borage oil, DHA, EPA, evening primrose oil, and flax seed oil are examples of essential fatty acids. Glucosamine supplements target osteoarthritis and joint and cartilage health. Hormone supplements can include dehydroepiandrosterone (DHEA) or estrogen. Marine supplements are made with marine ingredients. Specialty products may be positioned for the specific conditions experienced by men or by women. Women’s supplements cover a range of lifecycle stages – PMS, pregnancy, breastfeeding, menopause, and post-menopause. Probiotics and lactic acid bacteria include lactobacillus, streptococcus, bifidobacterium, and synbiotics.
Vitamin supplements incorporate vitamins A, D, E, K, and all of the B vitamins. Among the minerals in supplements are iron, calcium, chromium, magnesium, molybdenum, potassium, sulfur, and zinc. Some supplements are marketed for weight gain while others are marketed for weight loss. Other types of supplements are positioned for children, homeopathic targeted to hair, skin and nails, or contain coenzyme Q10, fruit and vegetable concentrates, non-beverage meal replacements, melatonin, or S-adenosylmethionine (SaMe).
Younger Consumers Can Be Targeted for Lifelong Habits
Younger consumers are in the best position to form lifelong routines that include supplements. Globally, supplement trends show that about one-third of consumers say that they use supplements to target their nutrition intake. However, older consumers tend to have more established routines that include daily supplementation. What brands can do is use consumer trends research to better understand when and why younger consumers use dietary supplements, as well as how to use targeted marketing to reach these younger consumers.
Standing Out in a Fragmented Industry
The supplement industry is highly fragmented. That is why brands need to innovate in a way that helps them stand out. Innova Market Insights product launch tracking shows a recent rise in innovation in supplements. To differentiate themselves, brands need to stand out on the shelf and develop a loyal customer base. It’s important to create quality products while also keeping eyes open for the next big nutrition trends.
Nutrition Should Be Personal
While nutrition is important to everyone, it also needs to be personalized to individual consumer needs. Consumer nutrition and health needs cannot be met with a one-size-fits-all approach. Since every consumer is an individual and has individual health needs, supplement choices must be tailored to those needs. Ingredients are highly important. So are lifestyle and diet choices such as vegan, plant-based, convenience, and sustainability.
Watch for New Supplement Sectors
New types of supplements and new supplement ingredients are shaping the growth of the category. Some products feature hero ingredients while others incorporate new ingredient categories like mushrooms. The global marketplace can be a source of value-added ingredients that capture consumer attention.
Supplement Deliver Systems are Changing
Supplement formats continue to change and evolve, shaped by supplement usage patterns and innovation on the part of manufacturers and consumers. Consumers are looking for more convenience and concentrated products that maximize dosage in smaller amounts of supplements. They also want products that are more palatable so that they don’t grow tired of taking them.
What is Next in Global Supplement Trends?
Supplement trends reveal that sleep is one of the top health concerns of consumers around the globe. They want more sleep and better sleep. This is helping push innovation and launches supplements with insomnia claims. Look for added value to help supplements stand out in a crowded marketplace. It can be hard to stand out in the saturated supplement market so innovating for more value can help. Use of GLP-1 drugs, especially in North America, has increased the need for supplements tailored for the GLP-1 user.
The GLP-1 user market is expected to expand in North America as well as in other regions of the world. Look for opportunities to innovate for cleaner and more sustainable supplements. Global consumer trends show that consumers are adopting healthier lifestyles, and they are eating in a cleaner way. Package claims regarding clean labels, the environment, and sustainable lifestyle could get the attention of the conscious consumer. Also, plant-based food is a growing trend, and consumers may be seeking plant-based supplements to match their diet style.
This article is based on Innova’s Supplements – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
