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The Vitamin Shoppe's 2025 Health & Wellness Trend Report

The Vitamin Shoppe recently released its 2025 Health & Wellness Trend Report, which provides an in-depth analysis of the changing landscape of consumer preferences in health and wellness. This report highlights crucial growth drivers such as functional nutrition, longevity-focused science, and innovation in supplements. It draws on extensive data from over 635 retail locations and the company website, combined with industry insights from SPINS and a survey encompassing 2,000 U.S. adults conducted by Talker Research.

The Rise of NAD+ and Peptides

One standout finding from the report is the skyrocketing interest in NAD+ (nicotinamide adenine dinucleotide), which has seen a staggering 500% increase in searches on vitaminshoppe.com this year. This increase has been driven by social media trends and marketing breakthroughs, making NAD+ a pivotal element of longevity and cellular health. The NAD+ category contributed significantly to growth in the cellular health segment, indicating strong consumer interest in products that enhance vitality, particularly for aging populations.

Peptides are also finding their way into the spotlight within the sports nutrition market. Traditionally linked to beauty and skincare, these compounds are now recognized for their ability to support performance, recovery, and muscle health. Searches for peptides have surged 550% on the company website, highlighting their transition into mainstream acceptance in sports nutrition.

Innovations in Supplement Formats

The report emphasizes a shift toward more user-friendly and convenient supplement delivery systems. Consumers are increasingly opting for liquids, gummies, chews, beadlets, and topicals instead of traditional pills and powders. For instance, liquid vitamins sales are up 50%, while interest in unique formats such as creatine gummies has escalated by 1,300% this year.

The Role of Protein in Wellness

The evolving definition of protein is also discussed, showcasing how it has transitioned from being confined to powders to becoming a staple in various convenient snack formats like ready-to-drink beverages and protein bars. Sales figures reflect this trend; ready-to-drink protein drinks have climbed by 20%, and protein snacks have surged by 28%. This evolution aligns perfectly with consumer desires for great-tasting, easily accessible nutrition.

The Cultural Resurgence of Shilajit

Shilajit, once considered an obscure Ayurvedic remedy, has made a comeback as a valuable health supplement. Recent sales data reflects a 40% increase, with searches for shilajit up 52% year-to-date. This natural source, rich in fulvic acid and essential minerals, appeals to a new generation of health-conscious consumers for its diverse health benefits, including energy support and cognitive function enhancement.

Consumer Engagement and Trust

The report reveals a modern wellness consumer who is not only highly engaged but also values information accuracy. Approximately 69% of Americans are actively using dietary supplements to achieve specific personal health goals such as energy enhancement, immune support, and cognitive function improvement. Interestingly, traditional information sources like friends and news media continue to be favored over newer platforms like social media; 30% cite these as trusted sources compared to 15% who mention TikTok.

Moreover, the trust placed in health professionals remains paramount, with 59% of survey participants considering doctors very trustworthy compared to only 11% for influencers.

Overall, The Vitamin Shoppe's 2025 Trend Report offers valuable insights into the direction of the wellness industry, as consumers seek products that align with their aim for healthier lifestyles. The findings not only guide consumers navigating a complex market but also serve as strategic information for brands aiming to meet the needs of a growing health-conscious demographic.

To explore comprehensive insights into the trends shaping health and wellness today, check out the full 2025 Health & Wellness Trend Report at The Vitamin Shoppe Press Room.