New OTC report reveals top nutrition supplements driving health trends in 2026

U.S. News & World Report has published its fourth annual Best OTC (over-the-counter) Medicine & Health Products report for 2026–2027, which includes 128 product categories, of which 11 are new segments tapping into the growing demand for specialized health products. 

The report is made in a continued partnership with the US-based global market research firm The Harris Poll, and surveyed 357 pharmacists and 129 dermatologists. Respondents helped determine the rankings by choosing the top three brands for various product categories that they would recommend to consumers.

The brands in the report consist of health and nutrition supplements with categories spanning menopause supplements, collagen peptides, and gut health supplements, as well as medicine and skin care brands.

“With thousands of options available over the counter, choosing the right product in the pharmacy aisle can be a daunting task,” says Shanley Chien, senior editor of health at U.S. News. 

“U.S. News aims to provide clarity for everyday health decisions, and these rankings simplify that process by highlighting the brands that health care professionals actually recommend to their patients.”

New product categories

The U.S. News & World Report details key market observations, and for nutritional supplements, those include proactive life-stage care — introducing new categories such as fertility and menopause supplements. 

The report added 11 specific product categories to meet the growing demand for specialized health products.The report added 11 specific product categories to meet the growing demand for specialized health products: Collagen Peptides, Creatine, Digestive Enzymes, Fertility Support Supplements, Hair Growth Oils and Serums, Hearing Aids, Menopause Supplements, Natural Sleep Aids, Testosterone Supplements, and Vaginal Moisturizers and Lubricants. 

The publisher notes that there is a broader industry move to personalized and life-stage-centered wellness, as consumers seek to proactively manage health through targeted nutritional supplementation.

That taps into another market observation of precision supplementation. The publication notes that pharmacists are increasingly recommending products that support specific goals, such as creatine and collagen peptides. This trend emphasizes consumers’ desire to optimize physical performance and longevity, moving away from basic multivitamins to targeted functional nutrition.

Experts from Sirio recently told Nutrition Insight that creatine is facing a major comeback, not just among athletes, but across lifestyle consumers seeking energy, focus, and performance benefits. 

Collagen peptides have, in previous studies, demonstrated their potential for skin, metabolic, bone, and muscle health. For instance, Rousselot’s specific collagen peptide composition, Nextida GC, has been shown to help control glucose fluctuations, enhance GLP-1 secretion, and improve insulin response. 

“The integration of OTC product categories like creatine and collagen peptides reflects how consumers are looking to incorporate evidence-based, functional nutrition into their fitness regimens to support their long-term health goals,” comments Chien. 

Navigating the supplement aisle

The report ranks Nature Made as one of the top brands across the 128 categories, as it has continued dominance in the vitamin and supplement space. The brand was also in the top in last year’s report.

The product rankings are based on reviews of almost 500 independent pharmacists and dermatologists.The product rankings are based on reviews of almost 500 independent pharmacists and dermatologists. The reviews are independent as companies do not pay to be included, the report notes. 

The panel members were randomly assigned brands to rank, and five points were given to the highest ranking brand in that category, three points for the second, and one point for the third. The points were then averaged for the different brands, and the winners of each category were rescaled to receive 100 points each. 

The brands were then ranked according to these new scores and rounded to the nearest whole number. If the score amounted to 80 or higher, they received the Gold Badge for that specific category. A total of 125 brands received the badge, and 628 sample products are displayed on the OTC Medicine & Health Products page.

“Whether it’s managing daily skin barrier health or finding the right supplements, the pharmacy aisle serves as the first line of defense for many. U.S. News’ OTC rankings serve as an informed starting point for families looking to build a self-care routine supported by professional recommendations,” says Chien.