Wellness: The Top Five Health and Wellness Trends in 2025, According to The Vitamin Shoppe
- InsightTrendsWorld
- Jun 11
- 13 min read
Why it is the topic trending:
As we move further into 2025, understanding the key trends in health and wellness is crucial for businesses, consumers, and healthcare professionals alike. The Vitamin Shoppe's annual report, based on sales data and consumer surveys, offers valuable insights into the evolving landscape of this important sector.
The identification of specific trends like the rise of NAD+ supplements, the shift towards convenient protein formats, and the renewed interest in traditional ingredients like shilajit reflects significant shifts in consumer preferences and priorities within the health and wellness market.
The report highlights the growing consumer focus on both immediate performance optimization and long-term healthspan, showcasing a proactive and informed approach to personal well-being.
Overview:
The Vitamin Shoppe released its annual Health & Wellness Trend Report for 2025, identifying five key trends that are expected to drive the category this year. The report, based on sales data, industry information from Spins, and a consumer survey, highlights a growing interest in NAD+ supplements for longevity, the evolution of protein into convenient snack and drink formats, the emerging popularity of peptides for muscle health, a preference for alternative supplement delivery methods beyond traditional capsules, and a resurgence of interest in the ancient Ayurvedic ingredient, shilajit. These trends collectively reflect a consumer focus on optimizing daily performance and extending healthspan through personalized and science-backed wellness choices.
Detailed findings:
Protein Evolves Into Lifestyle Nutrition: Consumers are increasingly favoring protein in enjoyable formats like drinks (sales up 20%) and snacks/bars (sales up 28%) over traditional powders.
NAD+ Goes Mainstream as a Longevity Essential: NAD+ boosting supplements are gaining popularity for their potential longevity and anti-aging benefits, with searches on The Vitamin Shoppe's website increasing by 500%.
Peptides Redefine Muscle Health and Recovery: Ingestible peptides are gaining traction for their potential to support performance, recovery, and muscle health, mirroring their established use in skincare, with website searches up by 550%.
Supplement Delivery Formats Get a Modern Makeover: Tired of capsules, consumers are increasingly turning to alternative supplement formats like sprays, liquids (sales up 50%), chews, and gummies, with creatine gummies experiencing a remarkable 1,300% growth.
Shilajit Gets a Second Life With a New Generation of Wellness Seekers: This traditional Ayurvedic mineral is experiencing a resurgence, with searches up 52% and sales up 40% in the first quarter, driven by its purported benefits for energy, hormone health, bone health, and cognitive support.
Key success factors of product (trend):
Convenience and Accessibility: The popularity of protein drinks and snacks, as well as alternative supplement formats, emphasizes the importance of convenient and easy-to-integrate wellness solutions for busy lifestyles.
Growing Awareness and Education: Increased information and awareness about ingredients like NAD+, peptides, and shilajit, often fueled by scientific research and online content, are driving consumer interest.
Desire for Specific Health Benefits: Consumers are seeking products that address specific health goals, whether it's muscle health, energy levels, longevity, or cognitive function.
Innovation in Formulation and Delivery: The development of enjoyable and effective alternative supplement formats is catering to consumers who are tired of traditional pills.
Trust in Traditional and Emerging Ingredients: The combination of renewed interest in traditional remedies like shilajit and the adoption of newer ingredients like NAD+ and peptides showcases a blend of seeking both time-tested and cutting-edge solutions.
Key Takeaway:
The top health and wellness trends for 2025, as identified by The Vitamin Shoppe, highlight a consumer that is proactive, informed, and seeking personalized solutions that optimize both immediate well-being and long-term health. Convenience, scientific backing, and a focus on specific health benefits are key drivers behind these emerging trends.
Main Trend:
The main trend evident in The Vitamin Shoppe's report is the "Proactive and Personalized Health Optimization," where consumers are actively seeking out and adopting a range of strategies and products aimed at improving their current health and extending their healthspan through personalized and science-informed choices.
Description of the trend (please name it):
This trend, "Proactive and Personalized Health Optimization," encompasses a consumer mindset that goes beyond simply treating illness. Instead, individuals are taking a more active role in managing their health and well-being through preventative measures and targeted interventions. This involves researching and incorporating supplements, nutrition strategies, and lifestyle changes that are tailored to their individual needs and goals. The focus is not just on feeling good in the present but also on investing in long-term health and vitality, often driven by an interest in scientific advancements and a desire for data-backed solutions.
What is consumer motivation:
Desire for Improved Daily Performance: Consumers are seeking products that can enhance their energy levels, cognitive function, and overall physical performance in their daily lives. This is evident in the demand for protein for energy and muscle support, as well as ingredients like shilajit for energy and cognitive benefits.
Focus on Longevity and Anti-Aging: The significant interest in NAD+ supplements highlights a strong consumer motivation to slow down the aging process and extend their healthspan.
Addressing Specific Health Concerns: Consumers are looking for targeted solutions for various health needs, such as muscle health and recovery (peptides), and general well-being (shilajit for hormone and bone health).
Seeking Enjoyable and Convenient Solutions: The shift away from traditional capsules indicates a desire for supplement formats that are easier and more pleasant to consume.
Empowerment Through Knowledge: Consumers are increasingly informed about health and wellness topics and are actively researching ingredients and products that align with their personal health goals.
What is driving trend:
Increased Availability of Information: The internet and readily accessible scientific research allow consumers to educate themselves on various health and wellness topics.
Aging Population and Desire for Quality of Life: As the population ages, there is a greater emphasis on maintaining health and vitality for longer.
Influence of Scientific Research and Innovation: Advancements in understanding the human body and the development of new compounds like NAD+ and peptides drive consumer interest.
Demand for Convenience and Integration into Modern Lifestyles: Busy schedules necessitate easy-to-incorporate health and wellness solutions like protein snacks and alternative supplement formats.
Marketing and Education by Brands and Retailers: Companies like The Vitamin Shoppe play a role in highlighting emerging trends and educating consumers about new products and ingredients.
What is motivation beyond the trend:
Overall Well-being and Quality of Life: Underlying all these specific motivations is a general desire to feel good, live healthier lives, and improve their overall quality of life.
Preventative Health Measures: Consumers are increasingly recognizing the importance of proactive steps to prevent future health issues.
Personal Optimization and Self-Improvement: The focus on optimizing daily performance and healthspan reflects a broader societal trend towards self-improvement and personal betterment.
Description of consumers article is referring to:
The article refers to adult consumers who are actively interested in health and wellness and are likely shoppers at The Vitamin Shoppe or similar retailers. We can infer the following about these consumers:
Who are the consumers implied by article:
Health-Conscious Adults: Individuals who prioritize their health and well-being.
Supplement Users: Consumers who are open to or already using dietary supplements.
Individuals Seeking Specific Health Benefits: They are likely looking for products to address particular needs, such as energy, longevity, muscle health, or overall well-being.
Likely Informed and Research-Oriented: They are probably doing their own research on ingredients and product benefits.
Who are them:
Adults in the United States who are proactive about their health and seek products to support their wellness goals.
What kind of products they like:
They prefer protein in convenient formats like drinks and snacks. They are interested in supplements that support longevity (NAD+), muscle health (peptides), and overall well-being (shilajit), and they favor alternative supplement delivery methods over traditional capsules.
What is their age?
The report surveyed 2,000 adult consumers, suggesting a broad age range. However, the interest in longevity and anti-aging (NAD+) might indicate a skew towards older millennials, Gen X, and baby boomers, while the convenience factor of protein snacks and gummies could appeal to younger demographics as well.
What is their gender?
The article does not specify gender demographics, and the trends mentioned likely appeal to both male and female consumers interested in health and wellness.
What is their income?
The article does not provide income information. However, The Vitamin Shoppe is a national retailer with a broad customer base, suggesting that the trends identified likely resonate with consumers across various income levels who prioritize spending on health and wellness.
What is their lifestyle:
They likely lead active and busy lifestyles, valuing convenience and efficiency in their health and wellness routines. They are probably digitally connected and informed about the latest health trends.
What are their category article is referring shopping preferences:
The article refers to the category of health and wellness supplements, protein snacks, and beverages. Their shopping preferences likely involve seeking out reputable retailers like The Vitamin Shoppe that offer a wide selection, knowledgeable staff, and potentially science-backed products.
Are they low, occasional or frequent category shoppers:
They are likely frequent shoppers in the health and wellness category, regularly purchasing supplements and healthy food options to support their lifestyle.
What are their general shopping preferences-how they shop products, shopping motivations:
They are likely to shop both in-store and online, valuing convenience and access to information. Their shopping motivations include seeking specific health benefits, trusting brand reputation, and potentially being influenced by trends and scientific research.
Conclusions:
The Vitamin Shoppe's 2025 trend report highlights a health and wellness consumer who is becoming increasingly sophisticated, proactive, and focused on personalized solutions. The trends identified reflect a desire for convenience, scientific validation, and products that support both immediate performance and long-term healthspan.
Implications for brands:
Focus on Innovation and New Formats: Brands should continue to innovate in terms of product formulation and delivery methods to meet the evolving preferences of consumers who are seeking convenient and enjoyable options beyond traditional pills.
Emphasize Scientific Efficacy and Transparency: Consumers are increasingly informed and looking for products backed by science. Brands should prioritize research and be transparent about the ingredients and benefits of their products.
Cater to Specific Health Needs: Develop products that target specific health concerns and goals, such as energy, longevity, muscle health, and cognitive function.
Prioritize Convenience and Accessibility: Make products easily accessible and convenient for consumers to integrate into their busy lifestyles, particularly through formats like snacks, drinks, and on-the-go supplements.
Educate Consumers: Provide clear and informative content about the benefits and uses of emerging ingredients like NAD+, peptides, and shilajit to drive awareness and adoption.
Implication for society:
Growing Emphasis on Preventative Health: The trends indicate a societal shift towards taking proactive measures to maintain and improve health, potentially leading to better overall public health outcomes in the long run.
Increased Consumer Awareness of Health and Wellness: More individuals are becoming informed and engaged in managing their own health, which can lead to more conscious and informed lifestyle choices.
Potential for Increased Healthcare Costs (if not managed): While preventative, the increased use of supplements could also lead to higher healthcare spending if not guided by proper medical advice.
Implications for consumers:
More Personalized Health and Wellness Options: Consumers will have access to a wider range of products and formats tailored to their specific needs and preferences.
Opportunity to Proactively Manage Their Health: They are empowered to take a more active role in optimizing their well-being and addressing specific health concerns.
Importance of Informed Decision-Making: With a plethora of information and products available, consumers need to be discerning and rely on credible sources and potentially consult with healthcare professionals.
Implication for Future:
Continued Growth of the Health and Wellness Market: The trends suggest continued expansion and evolution of the health and wellness industry.
Integration of Technology and Personalization: Future trends may see greater integration of technology to personalize health and wellness recommendations and product choices.
Further Exploration of Novel Ingredients and Formulations: Ongoing research and development will likely lead to the discovery and adoption of new and innovative ingredients and delivery methods.
Increased Focus on Holistic Health: While the report highlights specific product categories, the future may see a greater convergence towards holistic approaches that integrate nutrition, exercise, mental well-being, and supplementation.
Consumer Trend (name, detailed description):
Personalized Performance and Longevity: This trend describes the increasing consumer focus on tailoring their health and wellness routines to optimize both their daily performance and their long-term healthspan through informed choices in nutrition, supplementation, and lifestyle.
Consumer Sub Trend (name, detailed description):
Convenient Protein Consumption: The growing preference for consuming protein through ready-to-drink beverages and convenient snacks as a way to easily integrate this essential nutrient into busy lifestyles.
Longevity Supplement Adoption: The increasing interest and adoption of supplements, particularly those like NAD+, that are believed to support healthy aging and extend healthspan.
Alternative Supplement Formats: The rising popularity of non-pill forms of supplements such as gummies, liquids, sprays, and chews, driven by consumer preference for ease and enjoyment.
Big Social Trend (name, detailed description):
The Rise of Biohacking and Self-Optimization: This broader social trend reflects a growing interest in using science, technology, and personalized strategies to optimize human performance, health, and well-being, often involving experimentation and data-driven approaches.
Worldwide Social Trend (name, detailed description):
Global Focus on Healthy Aging: Across the globe, there is an increasing emphasis on promoting healthy aging and extending the years of life lived in good health, driven by longer life expectancies and a desire for continued quality of life.
Social Drive (name, detailed description):
Desire for Control Over Health and Well-being: Consumers are increasingly motivated by a desire to take control of their own health outcomes and proactively invest in strategies that will enhance their present and future well-being.
Learnings for brands to use in 2025:
Stay Ahead of Evolving Consumer Preferences: Continuously monitor trends in health and wellness to anticipate shifts in demand and adapt product offerings accordingly.
Invest in Research and Development: Focus on developing innovative and scientifically-backed products that address specific consumer needs and health goals.
Prioritize Clear and Transparent Communication: Provide consumers with accurate and easy-to-understand information about the benefits and ingredients of their products.
Offer Variety in Product Formats: Cater to consumer preferences for convenience and ease of use by offering supplements and nutritional products in diverse formats beyond traditional pills.
Build Trust and Credibility: Emphasize quality, safety, and scientific validation to build trust with increasingly informed consumers.
Strategy Recommendations for brands to follow in 2025:
Expand Offerings in Protein Snacks and Drinks: Capitalize on the growing demand for convenient protein formats by introducing new and innovative products in this category.
Explore and Educate on Longevity Supplements: Consider expanding into the market for NAD+ and other longevity-focused supplements, while providing consumers with clear information about their benefits.
Develop and Market Alternative Supplement Formats: Introduce a wider range of non-pill supplement options to appeal to consumers seeking more enjoyable and convenient ways to take their vitamins and minerals.
Highlight the Science Behind Ingredients: Clearly communicate the scientific evidence supporting the efficacy of key ingredients like peptides and shilajit.
Create Engaging Educational Content: Develop informative content that educates consumers about emerging health and wellness trends and the role that supplements and nutrition can play in achieving their goals.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.
In 2025, the overarching trend of "Proactive and Personalized Health Optimization" demands that health and wellness brands strategically innovate their product offerings, emphasize scientific backing, and prioritize convenient and diverse formats to effectively cater to increasingly informed consumers actively seeking to improve their daily performance and extend their healthspan.
Final Note:
Core Trend: Proactive and Personalized Health Optimization
Core Strategy: Emphasize Science, Convenience, and Diverse Formats
Core Industry Trend: Convergence of Science and Consumer Wellness
Core Consumer Motivation: Desire for Improved Performance and Longevity
Final Conclusion:
The Vitamin Shoppe's 2025 Health & Wellness Trend Report underscores a significant shift towards a more informed and proactive consumer base actively seeking personalized solutions for optimizing their health and well-being. Brands that can effectively cater to the demand for convenient formats, scientifically-backed ingredients, and products that support both immediate performance and long-term healthspan are poised for success in this evolving market.
Core Trend Detailed:
The "Proactive and Personalized Health Optimization" core trend represents a significant evolution in consumer attitudes towards health and wellness. It moves beyond a reactive approach to illness treatment and embraces a proactive stance focused on prevention, performance enhancement, and extending the years of healthy life. This trend is characterized by consumers actively seeking knowledge, experimenting with different strategies, and tailoring their routines to meet their unique needs and goals. The emphasis is on leveraging scientific advancements, nutritional interventions, and lifestyle modifications to not only feel better in the present but also to invest in a future of sustained health and vitality. This trend is fueled by readily available information, a growing awareness of the impact of lifestyle choices on health, and a desire to take greater control over one's well-being journey.
Key Characteristics of the Core trend:
Emphasis on Prevention: Consumers are increasingly interested in strategies to prevent health issues before they arise.
Personalized Approaches: Recognizing individual differences, consumers seek solutions tailored to their specific needs and goals.
Integration of Science and Technology: Consumers are more likely to trust and adopt solutions backed by scientific research and data.
Focus on Both Present and Future Health: The trend encompasses both optimizing current well-being and investing in long-term healthspan.
Active Role of the Consumer: Individuals are taking a more active and informed role in managing their health.
Market and Cultural Signals Supporting the Trend:
Growth of the Digital Health Market: Increased availability of health and fitness apps, wearable technology, and online health information.
Popularity of Functional Foods and Beverages: Growing demand for products that offer health benefits beyond basic nutrition.
Increased Interest in Personalized Nutrition and Genomics: Consumers are exploring how their individual genetic makeup influences their health needs.
Mainstreaming of Concepts Like "Biohacking": A growing interest in using various tools and techniques to optimize one's biology.
Emphasis on Wellness and Self-Care: A broader cultural shift towards prioritizing overall well-being.
How the Trend Is Changing Consumer Behavior:
Increased Research and Information Seeking: Consumers are more likely to research ingredients, products, and health strategies online.
Willingness to Experiment with New Products and Approaches: There is a greater openness to trying novel supplements, dietary regimens, and lifestyle interventions.
Demand for Transparency and Authenticity from Brands: Consumers are looking for brands that are trustworthy and provide clear information about their products.
Focus on Long-Term Outcomes: Purchasing decisions are increasingly driven by the perceived long-term health benefits rather than just immediate gratification.
Integration of Health and Wellness into Daily Routines: Consumers are finding ways to incorporate healthy habits into their everyday lives more seamlessly.
Implications Across the Ecosystem:
For Brands and CPGs: Need to innovate with scientifically-backed and personalized products. Opportunity to build trust through transparency and education.
For Retailers: Importance of offering a diverse range of products that cater to specific health needs and preferences. Potential to become trusted sources of health information and guidance.
For Consumers: Greater access to a wider array of health and wellness solutions. Empowerment to take control of their health journey. Need to be discerning and informed consumers.
Strategic Forecast:
The trend of proactive and personalized health optimization will continue to be a dominant force in the health and wellness market.
We will likely see more sophisticated and data-driven approaches to personalized health, leveraging technology and individualbiometric data.
The integration of health and wellness with other aspects of life, such as technology and environmental sustainability, will become more pronounced.
The role of healthcare professionals may evolve to include more guidance on proactive and preventative wellness strategies.
Areas of innovation (based on discovered trend):
AI-powered personalized supplement recommendations based on individual health data.
Subscription services that deliver customized nutrition and supplement plans.
Integration of wearable technology to track progress and personalize interventions.
Development of at-home diagnostic tools for personalized health monitoring.
Educational platforms that empower consumers with the knowledge to make informed health decisions.
Final Thought (summary):
The prevailing trend of proactive and personalized health optimization signifies a paradigm shift in consumer engagement with their well-being, compelling brands and the broader healthcare ecosystem to evolve towards more tailored, science-backed, and empowering solutions for individuals striving for optimal health and longevity.
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