Consumer Health Habits Evolve: Protein, AI, and New Supplements Trending
A majority of Americans are taking dietary supplements to help support their personal health goals, while nearly two-thirds are expanding their protein intake, according to The Vitamin Shoppe's new Health & Wellness Trend Report 2025.
Now in its fourth year, the report brings together proprietary sales and search insights from more than 635 retail locations and vitaminshoppe.com, industry-wide data from SPINS, and analysis from a newly commissioned survey of 2,000 U.S. adults, conducted by Talker Research.
According to The Vitamin Shoppe, the report found that consumers are engaged, informed, and innovation-driven when it comes to improving their health and wellness. Key findings include:
- Sixty-nine percent of Americans take dietary supplements to support personal health goals, which include improving energy (49%), immunity (38%), cognitive function (37%), and bone health (35%).
- Sixty-six percent are actively trying to consume more protein, driving growth in new on-the-go formats that prioritize taste and convenience.
- Thirty-five percent already use AI to manage or learn about their health, for activities such as planning meals, researching health conditions, and learning about supplement routines. Another 27% are considering doing so.
- While social media is often credited for driving wellness trends, traditional information sources still hold significant sway: 15% cite TikTok as a source of discovery, but 30% cite friends, 29% news media, and 21% ads.
- Genuine trust still lies with credentialed experts, as 59% of respondents rate doctors as "very trustworthy," compared to only 11% for influencers.
"At The Vitamin Shoppe, we're here to support every customer on their journey of lifelong wellness, whether they're just starting out or optimizing an established routine," said Sharon Leite, CEO of The Vitamin Shoppe. "Our Health & Wellness Trend Report 2025 offers a clear look at the products, ingredients, and innovations shaping how people care for their health today. This annual report is both a guide for consumers navigating a fast-changing wellness landscape and a strategic resource for brands seeking to stay aligned with evolving consumer attitudes and behaviors."
The report also highlighted five health and wellness trends to watch in 2025:
- Protein Evolves into Lifestyle Nutrition: Once limited mostly to powders in shaker cups, supplemental protein is now a core wellness staple in ready-to-drink beverages, bars, and snacks. At The Vitamin Shoppe, sales of RTD protein drinks rose 20% year-to-date and protein bars and snacks jumped 28%, even as protein powders pulled back 12%. Clear protein drinks (refreshing, rather than creamy), better-for-you snacks, and indulgent macro-balanced bars are helping to drive this shift.
- NAD+ Goes Mainstream as a Longevity Essential: Fueled by social media, marketing buzz, and research breakthroughs, NAD+ (nicotinamide adenine dinucleotide) has become one of the biggest longevity and cellular health trends of the past year. Searches for NAD+ on vitaminshoppe.com jumped 500% this year, while the NAD+ category drove 90% of growth in the fast-expanding cellular health category (which nearly doubled in Q1). Research shows that NAD+ supplementation can improve overall cellular function, enhancing vitality and healthspan, especially in older people experiencing drops in their natural NAD+ levels.
- Peptides Redefine Muscle Health and Recovery: Usually associated with beauty and skincare, peptides are emerging as the next big thing in sports nutrition, due to the unique ways they support performance, recovery, and overall muscle health. Searches for peptides are up 550% on vitaminshoppe.com this year, and peptides are addressing muscle preservation for GLP-1 medication users.
- Supplement Delivery Formats Get a Modern Makeover: Convenience and experience are driving the rise of liquids, gummies, chews, beadlets, and topicals as alternatives to traditional pills and powders. As consumers look for more enjoyable, personalized ways to consume supplements, liquid vitamins are up 50% this year at The Vitamin Shoppe, and searches for "creatine gummies" have surged 1,300% this year.
- Shilajit Gets a Second Life with a New Generation of Wellness Seekers: Once a niche Ayurvedic remedy, shilajit is trending hard, with Q1 sales up 40% and searches up 52% year-to-date at The Vitamin Shoppe. The resin-like adaptogen, often sourced in the Himalayas, is rich in fulvic acid and more than 80 essential minerals, winning a new generation of wellness seekers enjoying benefits across multiple use cases, such as energy, hormonal health, bone support, and cognition.
