On June 9, The Vitamin Shoppe (Secaucus, NJ) unveiled its Health & Wellness Report 2025, an in-depth, data-driven look at the evolving priorities, preferences and behaviors shaping the wellness industry.
Now in its fourth year, the report combines proprietary sales and search insights from more than 600 retail locations, The Vitamin Shoppe website, industry-wide data from SPINS and analysis from a survey of 2,000 U.S. adults conducted by Talker Research.
The report reveals a modern wellness consumer who is highly engaged, informed and innovation driven. Some of the key highlights include:
- 69 percent of Americans take dietary supplements to support health goals including improving energy (49 percent), immunity (38 percent), cognitive function (37 percent) and bone health (35 percent)
- 66 percent are actively trying to consume more protein and looking for on-the-go formats that prioritize taste and convenience
- 35 percent are already using artificial intelligence (AI) to manage or learn about their health. Another 27 percent are considering doing so
- 15 percent cite TikTok as a source of discovery, but 30 percent cite friends, 29 percent cite news media and 21 percent cite ads
- 59 percent rate doctors as “very trustworthy” compared to only 11 percent for influencers.
“At The Vitamin Shoppe, we’re here to support every customer on their journey of lifelong wellness, whether they’re just starting out or optimizing an established routine,” said Sharon Leite, CEO of The Vitamin Shoppe. “Our Health & Wellness Trend Report 2025 offers a clear look at the products, ingredients, and innovations shaping how people care for their health today. This annual report is both a guide for consumers navigating a fast-changing wellness landscape and a strategic resource for brands seeking to stay aligned with evolving consumer attitudes and behaviors.”
According to the report, the top five health and wellness trends are:
- Protein is evolving into lifestyle nutrition
- NAD+ is going mainstream and becoming a longevity essential
- Peptides are redefining muscle health and recovery
- Supplement delivery formats are modernizing
- Shilajit is becoming more mainstream
“These five top trends outlined in our Health & Wellness Trend Report 2025 reflect a consumer focused on optimizing both daily performance and longer-term healthspan,” said Muriel Gonzalez, president of The Vitamin Shoppe. “From the innovation of advanced compounds like peptides and NAD+, to the rising demand for convenient, on-the-go protein formats and enjoyable supplement delivery systems, we’re seeing an ongoing shift toward personalized wellness choices that are rooted in scientific efficacy and modern lifestyle integration.”
For more information and to read the full report, visit www.vitaminshoppe.com.
