Wellness Trends Evolve: Protein, Longevity & New Delivery Systems Surge

Consumers Seek Science-Backed Solutions for Daily Performance and Long-Term Health

A new report reveals a significant shift in consumer wellness preferences, moving beyond basic health maintenance toward optimizing both daily function and extending healthspan. The Vitamin Shoppe’s analysis of sales data, industry trends, and consumer surveys highlights five key areas poised for growth in 2025.

Protein Takes New Forms

Protein is no longer solely associated with post-workout recovery. Consumers are increasingly seeking convenient and enjoyable ways to incorporate more protein into their diets, favoring drinks and snacks over traditional powders. Sales of protein drinks rose by 20 percent, while bars and snacks experienced a 28 percent increase at The Vitamin Shoppe.

NAD+ Gains Mainstream Acceptance

Driven by celebrity endorsements and promises of anti-aging benefits, NAD+ (nicotinamide adenine dinucleotide) is transitioning from a niche treatment to a more widely accessible supplement. Searches for NAD+ on The Vitamin Shoppe’s website have increased by an impressive 500 percent, reflecting growing consumer interest.

Peptides Expand Beyond Skincare

Traditionally known for their anti-aging properties in skincare, peptides are now gaining traction as ingestible supplements. Searches for peptides on The Vitamin Shoppe’s website jumped by 550 percent, as consumers explore their potential benefits for muscle health, recovery, and overall performance.

Supplement Delivery Evolves

Many consumers are seeking alternatives to traditional capsules and pills. A variety of innovative delivery formats, including sprays, liquids, chews, and gummies, are gaining popularity. Liquid supplements saw a 50 percent growth at The Vitamin Shoppe, fueled in part by brands like Mary Ruth’s, while creatine gummies experienced a remarkable 1,300 percent increase.

Shilajit Re-emerges as a Wellness Ingredient

Shilajit, a mineral resin traditionally used in Ayurvedic medicine, is experiencing a resurgence in popularity. According to the report, searches for shilajit grew by 52 percent, with sales increasing by 40 percent in the first quarter of the year. Consumers are drawn to its potential benefits for energy, hormone health, bone health, and cognitive function.

The growing interest in preventative health and wellness is driving demand for innovative and accessible solutions. According to a recent report by the Global Wellness Institute, the global wellness market is now valued at over $7 trillion, demonstrating the increasing importance consumers place on proactive health management. Global Wellness Institute

“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,”

—Muriel Gonzalez, President of The Vitamin Shoppe

As consumers become more informed and proactive about their health, the wellness industry is expected to continue evolving, offering a wider range of personalized and science-backed solutions.