It’s Raining Men’s Health Supplements

by Mike Straus | June 1, 2026

Beyond simple wellness, men’s health supplements are targeting optimal health and performance.

The men’s health supplements market is diversifying beyond simple wellness and sexual health, with categories like probiotics for men on the rise. Emerging ingredients are coming to market that are redefining the category, while established ingredients are being repositioned in unique ways. Comprehensive formulas for testosterone support are also gaining traction as men look to stave off the natural testosterone drop associated with age. As the men’s health supplements market continues to grow, expect more nutritional ingredients and supplements with clinical validation to expand into new applications for men’s health. Here are just some of the emerging trends driving the men’s health supplements space.

Men Open Up to Complementary and Alternative Wellness

Historically, men have been reluctant to discuss supplement use with their health care practitioners, instead using Internet sources like Reddit and YouTube for information about nutritional supplements. Now, though, experts say men are choosing brick-and-mortar retailers as their go-to experts for nutritional science.

“Men are more open to alternative and complementary solutions to health issues,” said Cheryl Myers, chief of scientific affairs and education for supplement brand EuroPharma in Green Bay, WI. “This may likely drive them to retailers, especially if the number of choices seems dizzying and not especially trustworthy. In fact, this is an area where retailer expertise can truly shine—developing trust between the stores and male customers who want someone they can count on to help navigate what’s best for their needs.”

The men’s health market has even opened to beauty-from-within products, with men embracing healthy aging and hair restoration products, said James Roza, vice president of technical services for ingredient supplier BioVivo Science in Jeffersonville, IN.

According to Piping Rock Health Products Senior Nutrition Scientist Cori Lorts in Bohemia, NY, the men’s health market is now shifting from simple wellness to solutions for optimal health and performance:

“While multivitamins remain the foundation of the men’s category, targeted solutions that support energy, performance, strength, and even beauty-from-within are driving growth. Energy supplements for men have grown 17 percent year over year while male-specific beauty-from-within supplements have grown 47 percent.”

Lorts explained that sales of probiotics for men have also grown 15 percent year over year, and traditional ingredients are being repositioned in new ways.

“Pumpkin seed oil is a great example of this shift,” Lorts said. “Traditionally associated with prostate health, men are also now seeking it to support hair growth. This has led to an increased interest in high-quality, minimally processed options.”

Emerging Men’s Health Products Redefine the Category

Roza explained that products formulated with saw palmetto as the core ingredient are seeing an uptick in popularity. These products, he said, can nurture hair growth and support healthy testosterone levels, expanding their usefulness beyond prostate health.

“Supplementing the diet with saw palmetto and synergists, such as Pygeum and pumpkin seed, can help to reduce thinning hair and support healthy testosterone levels, which, in turn, promotes healthy aging,” Roza said. Myers, meanwhile, noted that there has been a significant increase in a few core supplements for men’s health. She pointed to Terry Naturally’s branded HRG80 Red Ginseng Male Sexual Enhancement as an example.

“It’s no secret that ginseng (Panax ginseng) has been traditionally recommended for libido, but what makes red ginseng unique is the meticulous attention it receives from the start of cultivation, long before it becomes part of this formula,” Myers said. “For men concerned with performance, there are many good reasons for giving red ginseng a try. For starters, rather than trying to rewrite a man’s hormonal balance, ginseng promotes the dilation of blood vessels by activating nitric acid, which promotes healthy energy and drive.”

Another popular product at Terry Naturally is Healthy PSA Levels, a branded combination product featuring BCM-95 curcumin, pomegranate oil, oligomeric proanthocyanidins from French grape seed extract, vitamin D3 and silybin from milk thistle.

Alina Hornfeldt, co-owner of Mastel’s Health Foods, a supplement retailer in St. Paul, MN, explained that at a store level, retailers are seeing men come in asking about energy, stress, sleep and weight, all of which tie into overall metabolic health and longevity. She also said there has been a noticeable shift toward prevention—men in their 30s and 40s aren’t waiting for something to go wrong before starting nutritional supplementation.

“The products that stand out right now are the ones that do more than one thing well,” she said. “Instead of a single testosterone booster, we’re seeing formulas that support stress, energy and hormones together, which reflects how people feel day to day.”

Travis Lemon, owner/operator and certified herbalist at retailer Tulsi at the Markert in Huntington, WV, said that comprehensive formulas for testosterone support are on the rise. He’s also seeing a growing interest in high-potency multivitamins formulated with clinically studied ingredients for men’s health.

“Men aren’t always great at taking care of themselves as far as supplements go, but I’ve started to notice a shift in the right direction in the last year or so,” Lemon said. “I think the recent clinical backing of creatine and the popularity of nitric oxide supplements has helped get more men in the door.”

Said Lorts, “Innovation in men’s health is increasingly centered around multi-functional formulas. This is reflected in new product launches like Rainbow Light NAD+ Trans-Resveratrol Multi Collagen capsules. This multi-ingredient blend supports healthy aging and cellular energy with methyl-B12, NAD+, resveratrol, four sources of collagen and pomegranate. Another example of a comprehensive, multi-ingredient recent launch is Rainbow Light Pumpkin Seed Oil + Biotin & Saw Palmetto. This three-in-one product supports hair and skin health with a serving size of three soft gels, ideal for men who prefer to take soft gels over liquid oil.”

Carl Germano, CNS, DCN, vice president of Verdant Nature and a consultant for supplement manufacturer Bluebonnet Nutrition in Sugar Land, TX, said that brands are now moving beyond traditional categories to stack multiple benefits in one product, for instance, stacking hormonal balance, energy and mood benefits in a single men’s health product.

“This men’s stack approach is resonating with younger, performance-oriented men who want fewer bottles and more synergistic formulas,” Germano explained. “Longevity-driven ingredients are becoming central in men’s supplements, and mental-wellness claims are now core to men’s health positioning, not just add-ons.”

Clinical Studies Demonstrate Efficacy

Emerging clinical trials are showing that men’s health ingredients do indeed move the needle in various areas of overall health, which is a key aspect of marketing supplements to male consumers. Lorts noted that one of the biggest challenges in the men’s supplement category is bridging the gap between fast-moving consumer trends and established scientific evidence, making clinical validation more important.

“Information spreads quickly online, but it isn’t always accurate or aligned with clinically effective ingredients and dosages,” Lorts explained. “There’s a real opportunity to help consumers understand not just what’s trending, but what works. Education is key to building trust and long-term engagement.”

One systematic review of five randomized clinical trials examined the effects of saw palmetto on hair quality and density. This review, which also examined two prospective cohort studies, found that among patients with androgenetic alopecia (male-pattern baldness), 60 percent saw an improvement in overall hair quality and 83 percent saw an increase in hair density after using saw palmetto.

Other studies are demonstrating that saw palmetto, when combined with other ingredients, can boost testosterone levels. A 2008 open-label dose-response study involving 42 men found that a proprietary combination of saw palmetto and astaxanthin significantly improved testosterone levels in men aged 33 to 70, with a concomitant decrease in dihydrotestosterone levels.

“Products formulated with saw palmetto as the core ingredient to nurture hair growth and support healthy testosterone levels are trending right now,” said Roza. “Saw palmetto, in the past, was typically only associated with prostate health because it inhibited 5-alpha reductase, which converts testosterone to a more potent androgen called dihydrotestosterone. Both androgens compete for the same cell receptors, but DHT has a higher affinity, causing testosterone to be displaced. This is a contributing factor to prostate enlargement and is also responsible for thinning hair and lower testosterone levels.”

Roza noted that supplementing one’s diet with saw palmetto and synergists such as Pygeum and pumpkin seed can help to reduce hair thinning and support healthy testosterone levels, thereby supporting healthy aging.

Lorts, meanwhile, noted that creatine research is expanding to cover its potential role in promoting cognition and healthy aging. Lorts said that research has found men are more likely than women to fall short on key nutrients like magnesium, vitamin C and vitamin K, which makes foundational supplementation particularly important.

Myers explained that red ginseng has shown exceptional results in various studies on dimensions of male health. One clinical study examined the effects of red ginseng on male sexual function as measured via the International Index of Erectile Function, or IIEF, a standard questionnaire that evaluates key aspects of male sexual performance. This randomized, double-blind, placebo-controlled crossover trial determined that men with mild to moderate erectile dysfunction saw a significant improvement on the IIEF scale after taking red ginseng, while the placebo group saw no change.

“Other clinical studies of red ginseng have had virtually identical results, with improvements in every parameter of sexual performance,” Myers said.

Terry Naturally’s HRG80 Red Ginseng Male Sexual Enhancement formula combines the company’s ginseng with a botanical blend of apple polyphenols, flavonoids from grape seed, and saffron extract, which stimulate nitric oxide production. In one pilot study performed by Terry Naturally, men between the ages of 45 and 65 who took this formula experienced a 74 percent improvement in their hardness score and a 72 percent improvement in their IIEF-5 score.

For retailers, clinical backing is key. Hornfeldt said that Mastel’s leans heavily on products with human clinical backing. She pointed to the research around adaptogens like ashwagandha helping support healthy testosterone levels as an example.

Retailers Face Challenges in Communication

Hornfeldt noted that retailers still face a variety of challenges when it comes to selling men’s health supplements. There’s a lot of noise in the category, she said, with big claims, dramatic names and imagery, and quick fixes the norm. She also noted that many men’s health products can’t deliver on promised benefits, which can make men skeptical of supplements in general.

“Online sellers of ‘magical peptides’ are actually helping us out a lot, as customers come in to find out our thoughts on this new category,” Hornfeldt said. “We’re able to help them cut through the hype and figure out what their actual goals are and how to achieve them.”

Hornfeldt noted that many men don’t ask for help directly; they’ll come in for something else and circle around their actual needs, creating a communication gap.

For Lemon, success at the retail level starts with honesty.

“Retailers should stay away from predatory marketing at all costs,” he said. “There is a lot of predatory marketing for a lot of products these days, especially on social media. It’s not helpful. It adds to confusion and makes people leery of this industry.”

Lemon recommends that retailers be honest with their customers, telling them when something is too good to be true and steering them toward trusted brands.

Lorts, meanwhile, said that brands can support retailers by translating complex scientific information into simple, meaningful benefits for consumers. Another strong tactic for supporting retail sales is providing retail staff with training resources so they can confidently speak to the science behind the product.

Germano explained that retailers selling men’s health supplements often face a mix of regulatory, trust and demand-generation challenges, with the more reputable players in the industry leaning heavily on transparency, science and digital engagement to overcome those challenges.

Making Retail Stores Male-friendly

Retail supplement stores aren’t always a man’s best friend. Roza noted that women tend to frequent these kinds of stores more than men, so it’s important for retailers to be inclusive with male-oriented promotions, rationalizing a store’s layout in a way that’s easy to navigate, and emphasizing performance or health optimization rather than diet.

“Men tend to be more pragmatic than women when it comes to health, seeking immediate solutions instead of preventative care,” Roza said. “Supplements that can provide more experiential short-term results can help bridge the gap and start men on a road to developing more long-term goals for their health.”

Lorts said that the biggest opportunity for retailers is to start with the nutritional basics and build from there based on the consumer’s health needs. Core products like multivitamins and protein provide a strong baseline, Lorts explained, helping to establish daily routines. The next big thing in men’s health supplements, Lorts said, will be supporting cellular health and vitality, with new product launches like Rainbow Light NAD+ Trans-Resveratrol Multi Collagen capsules exemplifying the trend. Furthermore, Lorts said, multi-functional products will continue to grow as male consumers seek comprehensive solutions that are easy to fit into a daily routine.

“Men’s health is moving toward more personalized whole-body support,” said Hornfeldt. “We’re going to keep seeing overlap between gut health, hormones, metabolism, longevity and brain health—it’s all connected, and customers are starting to understand that. At the same time, simplicity is going to win—the products and brands that make it easy are going to stick.”

Men’s Health Is Experiential

Roza said that men’s health is an experiential category, where men are looking for practical solutions to targeted problems. Men’s health supplements occupy a diverse range of applications, from testosterone support to exercise supplements to sexual health enhancement and more. As the men’s health market diversifies, retailers will have more opportunities than ever before to educate male customers and provide them with practical, effective products.VR

References:

EurekAlert! “New study highlights risk of muscle-building supplement use among adolescents and young adults.” Published online June 3, 2024.

Evron E et al. “Natural hair supplement: Friend or foe? Saw palmetto, a systematic review in alopecia.” Skin Appendage Disorders, vol. 6 no. 6 (November 2020): 329-337.

Angwafor F et al. “An open label, dose response study to determine the effect of a dietary supplement on dihydrotestosterone, testosterone and estradiol levels in healthy males.” Journal of the International Society of Sports Nutrition, vol. 5 no. 1 (2008).

Hong B et al. “A double-blind crossover study evaluating the efficacy of Korean red ginseng in patients with erectile dysfunction: A preliminary report.” Journal of Urology, vol. 168 no. 5 (2002): 2070-2073.