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The basics:

• The Vitamin Shoppe finds fiber leads fastest-growing wellness trends
• Transparency drives supplement buying decisions
• Liver health gains long-term consumer focus
• Survey finds sleep, hydration and diet remain top priorities

When it comes to health and wellness trends this year, The Vitamin Shoppe says consumers are particularly interested in gut health, supplement transparency and flavor innovations.

In a newly released report, The Secaucus-based nutritional retailer highlighted themes it expects to emerge as the most popular based upon sales data, market feedback and consumer survey results.

According to The Vitamin Shoppe, the top five trends are:

Fiber

Once overlooked, fiber has become one of wellness’s fastest-growing categories due to TikTok’s “fibermaxxing” trend, expanding consumer awareness of the gut microbiome and increasing interest in metabolic health/GLP-1 nutrition.

Liver health

Consumers are moving beyond short-term cleanses and embracing liver health as part of a broader strategy for long-term metabolic health and vitality.

Trademarked ingredients

Trademarked ingredients are becoming a key consumer trust signal with shoppers increasingly seeking out branded, clinically backed ingredients.

Transparency

From third-party certifications and full-label disclosure to ingredient sourcing and batch-testing, transparency has become a defining competitive advantage for brands targeting increasingly informed consumers.

Flavor innovation

As formulations across many supplement categories become more comparable, brands are competing by using bold flavors, delectable collaborations and novel sensory experiences to drive discovery and long-term loyalty.

All is well

As for health priorities, The Vitamin Shoppe’s survey of 2,000 U.S. adults found that the biggest are sleep, hydration, movement and diet.

Despite a large amount of readily available health-related resources, like podcasts, wearable technology, AI-powered apps and social media, most said they’re choosing to simplify their approach to wellness.

The Vitamin Shoppe noted that half of consumers reported feeling empowered by health information and resources. However, one-third said they feel overwhelmed by the increasingly vast and complex landscape.

Many participants said they continue to view their own wellness as a work in progress. As such, The Vitamin Shoppe stressed the importance of supporting healthier habits. And “with products that combine meaningful innovation with scientific credibility, trusted quality, and everyday relevance.”

The Vitamin Shoppe CEO Sharon Leite shared, “This year’s report reflects the contrasting dynamics of today’s consumer, who is increasingly informed and discerning.”

“Innovation still matters, but credibility has become the ultimate differentiator. Consumers are gravitating toward products that combine scientific validation, transparent sourcing, trusted ingredients, and seamless integration into everyday life. The result is an industry that is becoming both more sophisticated and more grounded in practical outcomes,” she said.

This year’s report reflects the contrasting dynamics of today’s consumer, who is increasingly informed and discerning.
—Sharon Leite, CEO, The Vitamin Shoppe

Founded in 1977, The Vitamin Shoppe sells vitamins, minerals, sports nutrition, specialty supplements, herbs, homeopathic remedies and green living products.

In addition to carrying products from approximately 700 national brands, The Vitamin Shoppe also offers items from proprietary brands within its owned and wholesale channels. The omnichannel specialty retailer and wellness lifestyle company has more 640 stores nationwide.