What was popular in the supplement industry in 2025?
A Year in Review
2025 was another active year for the supplements industry. Brands navigated new science, evolving consumer expectations and formats, and a continued shift towards targeted, evidence-led formulations.
In this round-up, we highlight the biggest ingredient, format and category trends we saw throughout the year, as well as what we expect to shape 2026 based on market data and our experience as a contract manufacturer.
Key ingredient trends in 2025
Magnesium – the stand out mineral
Magnesium was one of the fastest-growing supplement categories of 2025, boosted by sustained interest in sleep, stress resilience, muscle function and general wellbeing.
Market analyses showed strong global growth year-on-year, and new clinical reviews continued to support magnesium’s plausible roles in sleep quality, muscle recovery and relaxation. Brands increasingly differentiated themselves through specific forms (bisglycinate, citrate, threonate) and combination formulas.
Vitamin C – seasonal and reliable
Vitamin C maintained its position as a staple immunity ingredient. Demand continued to peak during colder months, but year-round purchasing behaviour also strengthened as consumers looked for simple, familiar options that fit daily wellness routines.
Retail reports show that even amid innovation-heavy categories, Vitamin C remains one of the most reliable seasonal performers for retailers and brands.
Collagen – beauty, joints and powder formats
Collagen continued its multiyear climb, with powder formats leading the way. Skin, hair and joint-health claims remained dominant, but we also saw more multifunctional blends combining collagen with hyaluronic acid, Vitamin C or antioxidants.
Global market reports from 2024-2025 pointed to robust expansion and increasing consumer loyalty, especially within beauty-from-within categories.
Creatine – wider acceptance beyond athletes
Creatine cemented its top position in sports nutrition, while simultaneously expanding into broader wellness segments. New trials and systematic reviews explored cognitive, mood and healthy ageing applications, helping creatine reach consumers outside traditional athletic demographics.
Although larger trials are still required, the growing evidence base is pushing creatine closer to the mainstream.
Vitamin B5 (pantothenic acid)
While not a headline ingredient, B5 remained a dependable component in skin-support and energy-metabolism formulas. It often appeared in multi-ingredient blends, particularly those targeting complexion, stress resilience or daily vitality.
Maca root extract
Maca saw renewed visibility in 2025 as interest in women’s health surged. It featured prominently in menopause and hormonal-balance formulations, often alongside botanicals such as black cohosh or dong quai.
Consumer demand for natural, plant-based options helped maca maintain steady growth in niche yet active segments.
Delivery methods: which formats sold best
Powders
Powdered supplements continued to perform strongly, offering brands flexibility in dosing, flavouring and cost per serving. They were especially dominant in collagen, creatine and multi-ingredient performance blends.
Consumers also gravitated toward powders because they allow higher active doses than most chewables or capsules.
Gummies
Gummies maintained high visibility and revenue, particularly in family and general wellness markets. However, growth rates levelled off in some regions as conversations around sugar content, underdosing and formulation transparency became more prominent.
The gummy market is still substantial and growing, but brands are now adjusting strategies to meet rising consumer scrutiny.
Capsules and tablets
Tablets and capsules continued to represent the highest-volume formats globally. Capsules in particular offered practical advantages – fewer excipients, simpler formulation for sensitive ingredients, and strong consumer trust.
For brands prioritising evidence based positioning or higher dose active, capsules remained the preferred choice.
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Category movements in 2025
Active nutrition
Sports and active-nutrition products – protein powders, performance blends, creatine, recovery formulas – remained a cornerstone of the supplement market. Increasing mainstream interest in resistance training, longevity and metabolic health kept this segment strong.
Women’s Health
One of the fastest growing categories of the year. Product launches focused on menstrual cycle support, preconception wellness, perimenopause and menopause.
Market analyses show rapid expansion driven by improved research, demographic demand and consumer willingness to invest in targeted, stage-specific supplements.
Stress reduction and cognitive support
Adaptogens (such as ashwagandha), nootropics and functional mushrooms sustained strong momentum. Innovation flourished as these ingredients moved from capsules into coffee alternatives, ready-to-drink beverages and flavoured powders.
Demand was fuelled by rising interest in stress management, productivity and mental clarity.
Cognitive decline prevention / brain health
Preventative brain-health supplementation saw growing engagement. Consumers increasingly sought products aimed at long-term cognitive support, even though evidence strength varies widely by ingredient.
Brands entering this space continued to navigate strict compliance requirements on claims.
Projections for 2026 – what to prioritise
Women’s health will keep growing
With demographic shifts and ongoing R&D investment, women’s health – especially menopause support – is positioned to remain one of the strongest growth opportunities in 2026.
Brands without targeted women’s-health products may want to consider developing specialised SKUs.
Magnesium to remain a key pillar
Given its broad health positioning and expanding evidence base, magnesium is expected to remain a cornerstone ingredient. Despite its popularity, clear communication and regulatory compliance around specific claims will remain crucial.
Format shifts – nuanced view on gummies and powders
Gummies will continue to attract consumers, but brands may face increasing pressure around sugar content and dosing efficacy.
We expect innovation in low-sugar and higher-payload gummy technologies, alongside rising demand for flavoured powders among adult consumers seeking functional, evidence-led products.
Quick manufacturing/marketing takeaways
- Prioritise evidence and transparent dosing – consumers and regulators are asking for substantiation
- Use powders or capsules for performance products or higher-dose actives; consider gummies mainly for family, general health or impulse-purchase markets
- For women’s health, particularly menopause, invest in clinical support, real-world evidence, and compliant, clear labelling
Conclusion
2025 has been a milestone year for G&G, and we’re excited to see how these trends evolve in 2026.
If you have any questions on the topis covered in this article – or if you’re considering launching your own product – feel free to contact us using the button below.
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