The Vitamin Shoppe reveals active nutrition and healthy aging as key 2025 wellness trends

US wellness consumers are highly proactive, driven by scientific innovation, and prioritize active lifestyles and performance, according to The Vitamin Shoppe’s annual “Health & Wellness Trend Report.” 

The report reveals that 69% of US citizens take supplements to support their health and well-being, aiming to improve energy (49%), immunity (38%), cognitive function (37%), or bone health (35%). In addition, 66% of US consumers actively try to consume more protein, driving growth in new formats with taste and convenience. 

The Vitamin Shoppe highlights five key trends for 2025: 

• Protein shifts to functional foods and beverages. 
• The NAD+ (nicotinamide adenine dinucleotide) revolution for longevity. 
• Peptides: The next frontier in sports nutrition. 
• Delivery formats that move beyond pills and powders.
• A new generation of wellness seekers discovers shilajit. 

“These five top trends outlined in our Health & Wellness Trend Report 2025 reflect a consumer who is focused on optimizing daily performance and longer-term healthspan,” says 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 rooted in scientific efficacy and modern lifestyle integration.”

For its fourth annual report, The Vitamin Shoppe used proprietary insights from its retail locations and online website, industry-wide sales data, and a 2025 consumer survey of 2,000 US adults. 

Health sources

Although social media drives wellness trends, the report finds that US consumers still value traditional information sources. Participants refer to friends (30%), news media (29%), ads (21%), brands (16%), and TikTok (15%) as discovery sources. 

Moreover, 59% of the survey respondents rate doctors as “very trustworthy” compared to 11% for influencers. 

For its report, The Vitamin Shoppe combined retail and industry-wide sales data with a consumer survey of 2,000 US adults.The organization also finds that AI is increasingly important in consumers’ wellness journeys. Currently, 35% of US citizens use these tools to manage or learn about their health, and 27% consider doing that in the future. 

AI tools help them to research medical or wellness topics (31%), plan meals and recipes (25%), design weight-loss programs (24%), or learn about supplement usage (21%). 

Demand for new delivery formats

The consumer survey finds that 56% of respondents will likely try new trends to reach their wellness goals. Around a third of participants say they are healthier than five years ago, while 35% feel less healthy, and 30% see no change. 

The annual report states that the protein category is being redefined as consumers seek on-the-go, lifestyle-friendly formats, such as protein-enhanced, ready-to-drink (RTD) beverages, bars, and snacks. Moreover, the retailer notes that clear protein drinks and better-for-you snacks help drive this shift. 

“Bars and drinks are outpacing powders for the first time in years, with innovation, great taste, and sharp macros driving momentum in these categories,” says Jack Gayton, VP and general merchandise manager at The Vitamin Shoppe. 

“Protein continues to dominate wellness routines, but RTDs have emerged as a convenient alternative to the shaker cup, highlighting changing consumer patterns and a growing demand for grab-and-go options.”

Beyond the protein category, convenience and experience drive new alternatives to pills and powders, such as liquids, gummies, chews, beadlets, and topicals. The report notes that consumers seek more enjoyable, personalized delivery formats for their supplements. 

At Vitafoods Europe 2025, Arla Foods Ingredients presented new protein formats, a clear soda, and high-protein, no-added sugar bar.At the recent Vitafoods Europe 2025 trade show, Nutrition Insight explored new delivery formats from Sirio Pharma, Döhler, Balchem, and TopGum Industries.

Active and healthy aging

As people aim to live an active lifestyle as long as possible, The Vitamin Shoppe spots NAD+ as “one of the biggest longevity and cellular health trends” of the last year. The report notes that the compound is gaining traction among consumers looking to optimize energy, slow aging, and support metabolic function. 

NAD+ is a coenzyme in cells that affects various biological functions, such as energy production, DNA repair, and cellular resilience. With supplementation, consumers aim to counteract declining NAD+ levels as people age. Supplements can include NAD+ or one of its precursor nutrients.

Brittany Michels, a registered dietitian nutritionist at The Vitamin Shoppe, says there are many human studies on the benefits of using NAD+ or one of its precursors. 

“Choosing between these supplements may come down to specific health goals, formulation quality, preferences, and emerging research. While NAD+ precursors currently offer the most reliable and accessible path to raising NAD+ levels, evolving formulations and research may soon reshape the landscape.”

The report states peptides are “poised to redefine” active and sports nutrition. These signaling molecules are vital in enhancing muscle protein synthesis, accelerating post-exercise recovery, improving endurance and strength, and reducing fatigue and muscle soreness. 

Shijalit is formed from the natural decomposition of plants and minerals, it is commonly sourced from mountainous regions.The survey finds that 41% of consumers are somewhat or a lot more aware of peptides than five years ago. Examples include PeptiStrong, a patented, plant-based peptide from Nuritas for strength augmentation, and Rousselot’s Nextida collagen peptides that support blood glucose management and boost GLP-1.

Rise of adaptogens

The Vitamin Shoppe also predicts that shilajit will get a second life among a new generation of wellness seekers amid fast-growing sales. The resin-like adaptogen, typically sourced in the Himalayas, is rich in fulvic acid and more than 80 essential minerals. 

“Shilajit was once primarily known for supporting male vitality, but it’s now gaining broader appeal for its potential benefits to energy levels, mental clarity, and hormonal health,” says Michels. 

In addition, the multifunctional adaptogen from Ayurvedic remedies has been linked to immunity support and bone health, which are key health concerns according to the retailer’s consumer survey. 

“At The Vitamin Shoppe, we’re here to support every customer on their lifelong wellness journey, whether they’re just starting or optimizing an established routine,” concludes 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.”