With over 7 years at Vitaquest, Lauren Samot’s journey from Technical Services Associate to her current role as Commercial Innovation Leader exemplifies her dedication and growth. Leading the innovation team, she fuels business expansion through collaborative efforts across sales, product development, and operations. With a decade-long career in nutraceuticals, Lauren excels in manufacturing, raw materials, and product development. A Vitaquest Proud Champion Award recipient, she holds a B.S. in Nutritional Science with a minor in Public Health from Boston University and is an accomplished Registered Dietitian and member of the Academy of Nutrition and Dietetics.
The dietary supplement market is expanding quickly thanks to elevated consumer demand. Valued at $360.2 billion in 2022, the global market is expected to reach a valuation of $688.9 billion by 2032 (1). Looking ahead over the next 12 months, that consumer interest will drive explosive growth for a number of supplement product categories. Here are the categories we believe represent the fastest-growing segments, and that brands should be aware of:
Let’s take a deeper dive into a few of these categories.
Collagen is growing in popularity as a result of the aging population. When you grow older, the levels of collagen in your body decline, leading to an increase in fine lines and wrinkles, and reduced skin elasticity. Lower collagen levels can also negatively impact joint health.
Collagen supplements can help people to combat these issues. They are available in various forms, including bovine (cattle), porcine (pigs), chicken sternal cartilage, and marine (fish), There are even “vegan” collagen” supplements available, though in reality plants don’t contain collagen. Supplement brand owners need to know about these different types of collagens, and the advantages of the various delivery formats available.
Collagen starts showing effectiveness with a 1g to 2.5g dose. A 1g dose requires a two-capsule serving, and a 2.5g dose requires four capsules. Liquid collagen has advantages, but stability becomes an issue, while powders are one of the most popular due to their ability to be mixed with beverages, including water, juice, coffee, etc.
There are a number of nutraceuticals that have good science for sports performance and fitness that are growing in interest:
Nearly 30% of the U.S. population is deficient in vitamin D, and another 41% have insufficient levels according to a report in the journal Nutrients (5). This can negatively affect heart health, bone health, liver health, and other areas of the body. Most vitamin D sold to consumers is vitamin D3, and there are two primary forms of vitamin D available for use in dietary supplements: cholecalciferol (vitamin D3) and ergocalciferol (vitamin D2). Cholecalciferol is the preferred form as it is more active than ergocalciferol. It can be used in an oil or powder and is available in synthetic form or as a natural vegan extracted from reindeer lichen.
Herbal supplements offer a range of health and wellness benefits, and demand for these nutraceuticals is rising, especially in emerging economies where consumers have more discretionary income to spend on health and wellness. The herbal supplement market includes echinacea, moringa, flaxseeds, turmeric, ginger, and ginseng. Echinacea is currently popular among consumers, following an increase in clinical studies that have shown it to have positive health benefits (6). Research suggests it has a positive effect on immune health, could potentially lower blood sugar levels, reduce feelings of anxiety, has anti-inflammatory properties, and other benefits (7).
This segment comprises skin, hair, nail health, and anti-aging products, and key ingredients include collagen peptides, ceramides, astaxanthin, hyaluronic acid, and various extracts promoting beauty from within. Factors driving growth in this category include consumers’ desire to improve sleep, mental outlook, and supporting their body’s nutritional needs. Focus on women’s health, including graceful aging, is also influencing the category.
Consumers are increasingly recognizing the importance of maintaining a healthy balance of gut bacteria, which is fueling demand for prebiotics, probiotics, and postbiotics. The global markets for these supplements are experiencing significant growth, with prebiotics, probiotics, and postbiotics each contributing to the expansion of this category as consumers seek more personalized and effective solutions for digestive health and beyond.
This is a new category, so there is no data available on market growth, but its use to support weight loss and metabolic health makes it a highly sought after supplement among consumers. It is used to help regulate blood sugar, appetite, and digestion, and research shows that certain nutraceutical types may help promote GLP-1, including:
Outside of product categories, another market driver in 2025 and beyond will be the move to increased personalized solutions. Consumers will be looking beyond one-size-fit-all solutions to individualized strategies for supplement solutions that support their health and well-being.
Whether you are a newcomer to the industry or aiming to diversify your product range, it’s important to be familiar with the trends that are shaping the industry. This article covers many of the product categories that will drive industry growth in the year ahead. To learn more, we invite you to read our full 2025 Trends Forecast.
NOTE: WholeFoods Magazine is a business-to-business publication. Information on this site should not be considered medical advice or a way to diagnose or treat any disease or illness. Always seek the advice of a medical professional before making lifestyle changes, including taking a dietary supplement. The opinions expressed by contributors and experts quoted in articles are not necessarily those of the publisher or editors of WholeFoods.