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.
