Health&

WellnessTrend

Report2025Amidthemyriademergenceof

wellnesstrendsonlineandinthemedia,The

VitaminShoppe’sTrendReportidentifiesfivestandoutmovementsthat

reflectadeeperconvergenceofscientificinnovation,shiftingconsumerpriorities,andchangesinlifestyle-driven

wellness:1.ProteinShiftstoFunctionalFoodsandBeveragesOncerelegatedtopowdersandgymroutines,proteinisfastexpandingintoanytimeandanywhere

consumptionthroughconvenientbars,ready-to-drink(RTD)beverages,andsnackablefunctional

foods.2.TheNAD+RevolutionforLongevityPreviouslythedomainofbiohackers,NAD+(nicotinamideadeninedinucleotide)hasenteredthemainstreamasapowerfulsupplementsupportingcellularhealth,energyproduction,andanti-aging

goals.3.Peptides:TheNextFrontierinSportsNutritionAlready

well-knownfortheirapplicationsinthebeautyandskin-carespace,thesepotent,bioactive

compoundsareemergingasabreakthroughinnovationinsportsnutritionfortheirperformance-enhancingandrecoverybenefits.4.DeliveryFormatsMoveBeyond

PillsandPowdersConsumersaregravitatingtowardconvenientandenjoyablesupplementformats—suchasliquids,

gummies,chews,beadlets,andtopicals—thatfitseamlesslyintomodernlifestyleroutines.5.ANewGenerationof

WellnessSeekersDiscoversShilajitDrivenbysocialmedia,thistime-honoredadaptogenisexperiencingrenewedrelevanceamong

modernconsumersseekingitsholistic

wellnessbenefits.Drivenbyscientificinnovation,highlyengagedconsumers,andaheightenedfocusonactivelifestyles

andperformance,thehealthand

wellnesssectorisevolvingindynamic

waysin2025.The

VitaminShoppe’sfourthannualHealth

&WellnessTrendReportprovidesadata-richanalysisofthisevolution,poweredbyproprietaryinsightsfromour635+retaillocationsandvitaminshopp,as

wellas

industry-widedatafromSPINS.Tofurthercontextualizetheseinsights,The

VitaminShoppecommissionedanexclusive2025ConsumerSurvey

of2,000U.S.adults,conducted

by

leading

market

research

firm

Talker

Research.*This

year’sreportrevealsahighlyproactive

wellnessconsumer,

with69%of

Americanscurrentlytaking

dietarysupplementstosupporttheirhealthand

well-being.Motivationsrangefromenergyandstress

managementtolongevity,cognitivehealth,and

weightmanagement.Overhalfof

Americans(56%)are

veryorsomewhatlikelytotrynewtrendstoreachtheir

wellnessgoals.

Yetconsumersaredividedontheoveralltrajectoriesoftheirpersonalhealth:31%believetheyarehealthierthanthey

werefive

yearsago,

while35%report

feeling

less

healthy

and30%see

no

change,according

to

the

survey.“TheinsightsfromourHealth&WellnessTrendReport

2025underscorethechallengesandcomplexitiesofmodern

wellness,as

wellasthestrongdemandforthetrustedproducts,tools,andexpertisethatcanhelpindividualsoptimizetheirunique

wellness

journeys,”

saysSharonLeite,CEOofThe

Vitamin

Shoppe.Notably,

AIisplayinganincreasingly

vitalroleinthatpursuit.Overone-thirdof

Americans(35%)have

alreadyused

AItoolstomanageorlearnabouttheirhealth,andanother27%

wouldconsiderdoingsoin

thefuture.

Amongthose

whohaveused

AI,popularapplicationsincluderesearchingmedicalor

wellnesstopics(31%),meal

and

recipe

planning(25%),

weight-loss

program

design(24%),and

learning

aboutsupplement

usage(21%).AboutTheVitaminShoppe?Sinceitsfoundingin1977,TheVitaminShoppehas

grownintotheleading

destinationforhealthandwellness

solutions,

providing

millions

of

customers

withinnovativenutritional

supplements

andtrustedexpertise

fromitsknowledgeableHealthEnthusiast?

storeassociates.TheVitaminShoppe

offersthelargest

assortment

of

vitamins,

supplements,and

sportsnutrition

atretailintheU.S.,including

nationalbrands

and

an

expanding

portfolio

of

proprietary

brands.IntheU.S.,customerscan

shopover635

storesunder

TheVitaminShoppeand

Super

Supplements?

banners,

aswell

as

online

at

vitaminshoppe.comandontheTheVitaminShoppe

app.*AboutThe

VitaminShoppeConsumerSurveyThe

VitaminShoppecommissionedleadingmarketresearchcompanyTalkerResearchtoconductasurveyonhealthand

wellnessbehaviorsandattitudes.TalkerResearchcompletedarandom,double-opt-insurveyof2,000generalpopulationIntroductionAmericans

from

May16to

May22,2025.The

margin

of

error

is+/-2.2%at95%confidence.23Trend#1ProteinDemandShiftstoFunctionalFoodsandBeveragesOncedominatedbypowders,theproteincategoryisbeingredefinedasconsumersincreasinglylookto

on-the-go,lifestyle-friendlyformatsthatincludeprotein-enhanced,ready-to-drink(RTD)beverages,bars,andsnacks.In2025,The

VitaminShoppehasseen

year-to-datesalesincreasesof20%inRTDproteinbeverages

and28%inproteinbarsandsnacks,signalingashiftinconsumerbehaviortowardconvenience,taste,

andmacro-balancednutrition.Proteinpowdersdecreasedby12%inthesameperiod.“Barsanddrinksareoutpacingpowdersforthefirsttimein

years,

withinnovation,greattaste,andsharpmacrosdrivingmomentuminthesecategories,”

saysJackGayton,

VPandGeneralMerchandise

ManageratThe

VitaminShoppe.“Proteincontinuestodominate

wellnessroutines,butRTDshaveemergedasaconvenientalternativetotheshakercup,highlightingchangingconsumerpatternsanda

growingdemandforgrab-and-gooptions.”Industrywide,

Americans’growingdemandforallthingsproteinhelpeddrivea9.1%increaseinthe

proteinsupplementandmealreplacementcategoryin2024,accordingtoSPINSdata.Searchesfor

“protein”

on

jumped81%this

year,asignofthe

widespreaddemandforthishero

macro.Abreakouttrendthis

yearinRTDsisclearprotein—alighter,morerefreshingalternativetotraditional

creamyshakes,offeringhydrationandpost-workoutrecoveryinasingledrink.

AtopselleratTheVitaminShoppeisCleanSimpleEatsClearProtein,availableinpricklypearanddragonfruitflavors,

delivering20gramsof

wheyisolatepercan.

AlsomakingasplashisRYSEClearProteininnostalgic

flavorslikeKool-AidTropicalPunchandCountryTimeLemonade,

with22gramsof

wheyisolateper

bottle.Whilealongtimefavoredproteinformat,barsarenoticeablysurgingthis

year,drivenbysuperiormacros,bettertextures,andmoreindulgentflavors.Barebellscontinuestoexcelinthecategory,up

97%

year-to-dateandthe#1sellingproteinbaroutof30brandsatThe

VitaminShoppe.Knownfor

indulgentflavors,suchascaramelcashew,saltedpeanutcaramel,keylimepie,andchocolatedough,

Barebellsexemplifieshowgreattastecombined

withnutritioncanhelpdominateacategory.AnotherhotselleristhenewDavidbar—namedaftertheMichelangelostatueand

wrappedinglamorousgoldfoil—whichfirstlaunchedatretail

withThe

VitaminShoppethis

year.Davidofferscategory-leading

macros(28g

of

protein,150calories,0g

sugar)and

has

already

become

the#2selling

baratThe

VitaminShoppein

justafewshortmonths.InThe

VitaminShoppeConsumerSurvey,66%ofrespondentssaidtheyareactivelytryingtoaddmore

proteintotheirdiets.Asproteinsupplementationhasevolvedfromtheoccasionalpost-workoutshaketoamainstreamperformanceand

wellnesstool,consumersareseekingformatflexibilitytomatchtheirbusylives.RTD

proteinbeveragesaregrowingduetoconvenience,flavorvariety,andadvancedformulations;protein

barsareemergingasmealreplacementsandevendessertalternatives;andproteinsnacksarereplacing

high-calorie,nutrient-poorchipsandsweets

withhealthier,functionalnutrition.Searchesfor

“protein”have

jumped

81%

on

thisyear,as

salesof

ready-to-drink

proteinbeveragesincreased

20%andon-the-go

proteinbars

and

snacks

gained

28%.45Built“Puff”barsarealsocomingonstrong.Theyhaveadelectablemarshmallow-styletextureandblend

wheyandcollagenproteinsforasofterbite.Thebarquicklyreachedthe#5spotatThe

VitaminShoppe

this

year.Beyondbars,theproteinsnackcategoryisexplodingasconsumersseekbetter-for-youreplacements

forsaltychipsandsweettreats.

AtThe

VitaminShoppe,topsellersincludeLegendaryFoodsPopped

ProteinChips,acrispy,satisfyingsnack

withboldflavorand20gramsofproteinperbag.

A

well-known

pioneerinthehigh-proteinsnackcategory,Questcontinuestorolloutin-demandnewproductsandflavors,suchasitsSpicySweetChiliTortillaStyleProteinChipsandHot&SpicyTortillaStyleProtein

Chips.Forsweetsnackers,recently-launched

Vaughn’sProteinPretzelsareenrobedinchocolateanddeliver

12gofproteinand

just1gofsugarpersingle-servingbag.Theycombineindulgence

withsmartmacros

andarequicklybecomingacustomerfavorite.Asconsumersincreasingly

viewproteinasessentialtotheirdailyhealthand

wellnessgoals,thedemand

hasignitedoneofthemostexcitinggrowthopportunitiesinfunctionalnutrition—pushingbrandstoinnovate

withcrave-worthyfoodsandbeveragesthatdeliverseriouslevelsofprotein.

76Trend#2TheNAD+RevolutionforLongevityFueledbysocialmediabuzz,researchbreakthroughs,andbrandmarketingcampaigns,NAD+(nicotinamideadeninedinucleotide)hasbecomeoneofthebiggestlongevityandcellularhealthtrends

ofthepast

year.Oncethedomainofbiohackersandscientists,NAD+isnowgaining

widespreadtractionamonghealth-consciousconsumersseekingtooptimizeenergy,slowtheagingprocess,and

supportmetabolicfunction.Caseinpoint:SearchesforNAD+on

skyrocketednearly500%this

year.Intotal

sales,thecellularhealthandhealthyagingcategorygrewby91%inQ1atThe

VitaminShoppe,and

NAD+productscontributed90%ofthatgrowth.HowConsumersSupportLongevityandHealthspan(Multiple

Answers

Allowed)(Source:

The

VitaminShoppeConsumerSurvey2025)Whytheimmenseinterest?NAD+isacoenzymefoundineverylivingcellandisessentialfornumerous

biologicalfunctions,includingenergyproduction,DNArepair,andcellularresilience.Itactsasacritical

moleculeinmetabolismbecauseithelpstoconvertnutrientsintocellularenergy,

whichisfundamentalto

all

functions

of

the

body.

As

we

age,however,NAD+levels

decline—by

up

to50%

between40and60

yearsold—whichcanleadtofatigue,reducedmetabolicefficiency,cognitivedecline,andothersignsof

aging.Take

VitaminsandSupplementsSeeDoctorRegularly

ExerciseRegularly

GetEnoughSleepEataHealthyDiet

AvoidSmoking/DrinkingMaintainStrongSocialConnectionsFocusonBrainHealth

Manage/ReduceStress

MaintainSkin-CareRegimen

UseTechnology/WearablesAdvancedTechniques:Saunas,IVs,ColdPlungesNoneofthe

Above43%40%

39%

39%

38%29%24%20%20%14%10%6%15%89WithNAD+supplementation,usersaimtocounteractthisdeclinebyimprovingoverallcellularfunction,thusenhancingvitalityandhealthspan.ThesesupplementscanbeNAD+itself—whichcanbe

challengingforthebodytoabsorbduetothedigestionprocess—orformulasthatfocusonprecursor

nutrientsthatthebodyconvertsintoNAD+,suchasNR(nicotinamideriboside),NMN(nicotinamide

mononucleotide),andNAM(nicotinamide).“TherearemanymorehumanstudiesonprecursorsversusdirectNAD+supplementation,”

saysBrittanyMichels,aRegisteredDietitianNutritionistatThe

VitaminShoppe.“TheprooftakingNR,for

example,isthatit’swell-absorbedandefficientlyconvertedtoNAD+throughestablishedmetabolicpathways.TheprooftakingNMNisthatit’sonestepawayfrombecomingNAD+,

whichmayresultinfasterormoredirectconversion.Makingachoicebetweenthesesupplementsmaycomedowntospecifichealthgoals,formulationquality,preferences,andemergingresearch.

WhileNAD+precursors

currentlyofferthemostreliableandaccessiblepathtoraisingNAD+levels,evolvingformulationsand

researchmaysoonreshapethelandscape.”LifeExtensionisthecurrentNAD+salesleaderatThe

VitaminShoppe,posting127%growthinQ12025.ItsNAD+CellRegeneratorisformulated

withNiagen?,apatentedandclinicallystudiedformof

NR.TruNiagen,developedbyNiagenBioscience—whichisthepatentholderforNiagen—isanothertop

brand,combiningleading-edgescience

withrobustmarketingcampaignsthathavehelpedgrowthe

entireNAD+category.NewmarketentrantslikeCodeageLiposomalNAD+areaddressingtheabsorptionchallenge

with

liposomaldeliverysystems,increasingcellularuptakeandproductefficacy.ThesurgeinNAD+isnot

justareflectionofinterestinanti-aging;italigns

withbroaderdemographic

and

wellnesstrends.“Lookforsupplements,ingredients,andfoodsthatsupporthealthyagingtocontinuetoprosperin2025asthepopulationgetsolder,”

saysScottDicker,SeniorDirectorofMarket

InsightsatSPINS.

AccordingtoS&Pprojections,the65-and-overagegroupisexperiencingthefastest

growthrateamongalldemographicsintheU.S.Enhancinglongevityandhealthspanisamajorconcernformost

Americans,

with75%ofrespondentsinThe

VitaminShoppeconsumersurvey“very”or“somewhat”concernedabouttheimpactofagingontheir

health.

A

full21%also

said

they

are

doing

“everything

possible

to

fight

aging,”

while23%are

doing“afewthingsthatfitintomylifestyle.”

Takingvitaminsandsupplementsisthemostpopularlongevityand

anti-aging

activity(cited

by43%of

respondents),even

ahead

of

seeing

a

doctor

regularly(40%)and

exercising

regularly(39%).Americansareseekingnot

justtolivelonger,buttoexperiencehealthierandmoreactivelives—and

NAD+supplementsare

well-positionedtomeetthesegoals

witharangeofbenefitsthatspanenergy,

cognition,cellularrepair,andmetabolichealth.InterestinNAD+has

surgeddramatically,with

searches

on

skyrocketing

nearly

500%thisyear.1110Trend#3Peptides:TheNextFrontierinSportsNutritionAsscienceandconsumerdemanddriveinnovationinsportsnutrition,anewclassofbioactiveingredientscalledpeptidesispoisedtoredefinethecategory.Thesepowerfulsignalingmoleculesare

emergingasabreakthroughadditiontotraditionalsportsnutritionformulasbecauseoftheunique

way

theysupportperformance,recovery,andoverallmusclehealth.Whilepeptideshavealreadygainedtractioninbeautyand

wellnessthroughthecollagenboom,theyare

nowmakingsignificantinroadsintoperformancenutrition.So,

whatexactlyarepeptides?Inanutshell,

they’reshortchainsofaminoacidsthatactasbiochemicalmessengersinthebody,regulatingprocesses

suchasmetabolism,appetite,bloodsugar,inflammation,andmuscleregeneration.Unlikeaminoacidsorproteinsthatserveasstructuralcomponents,peptidesinfluencehowand

whenthebodyusesthese

buildingblocks.Inthecontextofsportsnutrition,peptidesplayapivotalrolein:?Enhancingmuscleproteinsynthesis?

Acceleratingpost-exerciserecovery?Improvingenduranceandstrength?ReducingfatigueandmusclesorenessOverthepast

year,The

VitaminShoppehasbeenaleaderinintroducingpeptideformulas

withinthe

sportsnutritioncategory—andcustomershaveresponded

withrobustinterest.Searchesforpeptideson

vitaminshoppe.com

have

exploded

over550%in2025.Searchesfor

peptidesonvitamhaveexploded

over

550%in2025—and

41%of

all

consumers

are

“alot”

or

“somewhat”moreawareof

peptidesversusfiveyearsago.1312Thisrobustinterestisreflectedinconsumers’overallawarenessofpeptides,

with41%ofconsumers

“alot”or“somewhat”moreawareofpeptidesversusfive

yearsagoinThe

VitaminShoppeConsumer

Survey—asignificantfiguregiventhespecialized,scientificnatureofthesecompounds.Sinceitslaunchthis

year,

ANPerformanceCreatine+Peptidehasbeenthebrand’stop-performingSKU

atThe

VitaminShoppe.Combiningcreatinemonohydrate

withPeptiStrong?

—apatented,plant-based

peptidecomplexdevelopedbyNuritasusingproprietary

AItechnology—thisformulationmergesatime-testedperformanceenhancer

withnext-generationpeptidesignaling.Theresultisasynergistic

blendclinicallyproventomaximizestrengthoutput,enhanceendurance,andsupportfasterrecovery.SeveralotherincreasinglypopularproductsalsoleveragePeptiStrongintheirformulations,including

ForceFactor

AnabolicMuscleBuilder,dubbed“thefutureofmusclebuilding”bythebrand,as

wellasGLP-1SupportProteinfrom

WholeHealthRx?,

whichisformulatedtoaddresstheuniquemuscle

preservationneedsofGLP-1medicationusersastheylose

weight—demonstratingthe

versatilityof

peptidesacrossdiversehealthgoals.“While

yourproteinpowderprovidestherawmaterialsformusclebuilding,PeptiStrongcanhelpoptimizethebody’snaturalmusclemaintenanceprocesses,potentiallyenhancingtheoveralleffectivenessof

yournutritionstrategy,”

explainsDr.

AndyFranklyn-Miller,ChiefMedicalOfficeratNuritas.

“Weconductextensiveclinicalresearchonourpeptideingredients,

withPeptiStrongspecificallydemonstratingsignificantbenefitsformusclehealthinthreedifferenthumanclinicaltrials.”(Source:The

VitaminShoppeConsumerSurvey2025)“Thelatesttrendispeptidesfromspecificplantsthathavetargetedfunctionsinthebody,including

muscleproteinsynthesis.Staytuned,becausethereismuchmoretocomeinthiscategory,”

saysBrianTanzer,DirectorofScientificandRegulatory

AffairsatThe

VitaminShoppeandamemberofits

WellnessCouncil.Thiscompellingareaofinnovationrepresentsasignificantshiftinhowthesportsnutritionindustry

thinksaboutmusclehealth,recovery,andperformance.Notsolelyfocusedonsubstrateproducts,brandsandretailersarenowtappingintobioactivesignalingpathways

withtargeted,functionalingredientsthatoptimizeresults.Thisnext-generationapproachtomuscleoptimizationiscapturing

theattentionofathletes,fitnessenthusiasts,and

weekend

warriorsseekingthenextedgeinnutrition

science.Inresponsetogrowingconsumerdemandandpromisingclinicaldata,The

VitaminShoppeisacceleratingitspeptidestrategy

witharangeofexclusiveandinnovativeofferingscomingthis

year.SeveralnewpeptideproductsfromMuscleTech

willlaunchexclusivelyatThe

VitaminShoppethissummer,includingacreatineproductandaDL185?dileucinepeptideformula,thatoffers159%greater

activationofmuscleproteinsynthesis.Inaddition,The

VitaminShoppe’sproprietaryBodyTechElite?

brandisgettingintothepeptidegamewiththreekeylaunchesinthefall:ananabolicpeptidecomplex(withDL185?andmyHMB?formuscle

health),anitricoxideboosterand

vasodilatorformular(with

VasoDrive

AP?proprietarypeptide),anda

musclerecoveryformula(withPeptiStrong?andMalTor?formusclepainandsoreness).Current

AwarenessofPeptides

vs.Five

Years

AgoALot

More

AwareSomewhatMore

Aware

NotMuch

MoreAwareNotMore

Awareat

All

Don’tKnow

WhatPeptides

Are

16%

8%151425%20%30%Trend#4BeyondPillsandPowders:TheRiseof

AlternativeDeliveryFormatsWhilepillandpowderformatshavelongdominatedsupplementsales,today’swellnessconsumersare

activelyseekingmoreconvenient,enjoyable,andpersonalized

waystointegratesupplementsintotheir

routines.Thisgrowingdemandhassparkeda

waveofinnovationacrossthesupplementindustry,

with

brandsembracingnewdeliverysystemsthatarebothfunctionalanduser-friendly—fromliquidvitamins

andgummies,tochews,beadlets,andeventopicalapplications.Oneofthemostdynamictrendsinsupplementdeliveryisthesurgingpopularityofliquidvitamins.

Salesinthiscategoryhave

jumped50%

year-to-dateatThe

VitaminShoppe,ledbycategoryleader

MaryRuth’s,

whichhasplayedacentralroleinmainstreamingliquidmultivitaminsinrecent

years.MaryRuth’shasexpandeditsreach

withinnovativeliquidofferingsthatfeatureadditionaltargetedhealthbenefits.Forinstance,thetop-sellingMultivitamin+HairGrowth,plusanassortmentofnewherbaltincturestargetingimmunehealth.Thebrand’simpressivegrowthof90%this

yearatTheVitaminShoppeunderscoresthe

wideningappealofliquidvitaminsandsupplementsinexpandingusecases.Brandsarealsoreimagininghowconsumerscanexperiencefunctionalingredientsinevermorecreative

andflavorful

ways.Thenewplnt?

ShilajitSyrupoffersanadaptogenicboostinamixableliquidformat,

whiletheBetterAltKSM-66HoneySticksdeliverorganicashwagandhainadelicious,spoon-freedosethatsupportssleep,stressrelief,andfocus.Theseemergingproducttypeselevatetheconsumer

experience,makingsupplementationfeelmorelikeatreatthanatask.Similarly,gummiesandchewshaveemergedasmajordisruptorsincategorieshistoricallydominatedbypillsandpowders—notably,creatine,afast-growingcornerstoneofsportsnutrition(thecategoryasa

wholemultipliedover320%since2019atThe

VitaminShoppe).

Whilecreatinepowderremainsa

mainstay,consumersarenowgravitatingtowardgummiesandchewsfortheirconvenience,portability,

andflavor.Thistrendcanbeseeninsearchesonvitfor

“creatinegummies,”

whichhaverocketed

over1300%this

year.Industrywide,SPINSdatashowsthatliquid,chewabletablets,andgummiesare

growingsignificantlyfasterthanpowdersinthecreatinecategory.Universal’s

ANIMALcreatinechews

wereoneofthefirsttolaunchatThe

VitaminShoppe,

withsalesupover100%this

year.Sincethen,ahostofotherbrandshavelaunchedcreatinechewsandgummies,includingForceFactor,Legion,

Codeage,andBodyTech.ThismomentumhasinspiredcategorystalwartslikeNewChaptertoentertheliquidspaceforthefirst

time.ThelaunchofitsLiquidMultivitaminsinappealingberryandmangoflavorsmarksastrategicmovetocaptureshareinthisgrowingformat,supportedbyarobustnationalmarketingcampaignanda

strongretailpresence.Searchesfor“liquidmultivitamin”

oncontinuetogrow,up31%

year-to-datein

2025.Customers'Favorite

VitaminandSupplementFormats(OfRespondents

WhoCurrentlyUseSupplements;MultipleResponses

Allowed)Pills/Capsules

Gummies

Softgels

PowdersRTDFunctionalBeverages

LiquidsFunctionalSnacksTopicals

13%

13%

11%

7%

4%

37%29%65%1716Additionally,theBetterYouMagnesiumOilSpray,launchinglaterthis

yearatThe

VitaminShoppe,

will

providetransdermalmagnesiumforrelaxationandsleepsupport,

withoutthepotentialdigestiveside

effectsoforalmagnesium.Similarly,HealiCoolingTherapeuticTapeisinfused

withmagnesiumforoccasional

jointpainreliefandmusclerecovery.Thesetypesoftransdermalformatstapintogrowing

interestinlocalizedrelief,bioavailability,andself-carerituals,expandingthedefinitionof

whatasupplementcanbe.Whilepillsandcapsulesstilldominateoverallsales—65%ofsupplementuserstakethem,accordingtoThe

VitaminShoppeConsumerSurvey—thesupplementindustryisfocusedoninnovatingandevolvingdeliveryformats.34%ofsurveyrespondent

whotakesupplementssaidthatgreater

varietyof

deliveryformatswouldmakeiteasiertotakethem,and20%saiditwouldhelpthembemoreconsistent.

Fromtheexpansivegrowthofliquidvitaminstotheriseofcreatinechewsandthesophisticationoftransdermalspraysandbeadlets,innovationindeliverysystemsispushingtheindustrytomeetthese

newconsumerpreferences.Salesof

liquidvitaminsatTheVitaminShoppe

have

jumped

50%year-to-date,ledby

categoryleader

MaryRuth’s,

while

searchesfor“creatine

gummies”have

skyrocketed1300%.Meanwhile,BodyTechElitehaspushedtheboundariesofsupplementdeliveryfurtherthis

year

withthefirst-evercreatinebeadlet,developed

withNovaQSpheres?

technologybySpecnova.Thisformat

offersprecision-controlledreleaseandenhancedabsorption—aninnovationthathighlightshownewer

deliveryformatscandrivebothperformanceanddifferentiation.Topicalformatsarefurthercarvingoutaplaceinthesupplementmarket,offeringanon-oralroutefor

consumersseekingfast-absorbing,targeted

wellnesssolutions.

ArecentlaunchatThe

VitaminShoppe

is

AuraCaciaRoll-OnCastorOil,trendingonTikTokforitsskinhealthbenefits.

1918Trend#5Shilajit:ModernTakesonan

AncientWellnessTreatmentForcenturies,shilajithasbeenusedasatraditional

Ayurvedic

wellnesstreatment.Now,anewgenerationofhealthseekershasrediscoveredit,makingitoneofthepast

year’strendiest—if