What’s next in supplements? Stay informed with the latest data and discover what trending ingredients will dominate Spring 2025!

Emerging Spring 2025 Supplement Trends Every Brand Owner Should Know

The global dietary supplements market was valued at $177.50 billion in 2023 and is expected to expand at a compound annual growth rate (CAGR) of 9.1% from 2024 to 2030. With sales on a strong growth trajectory, what supplement trends can we expect for the spring of 2025? To answer this, we’ll explore key growth patterns by analyzing the latest SPINS data in this article.

Trending Supplements – Categories for Spring 2025

As we look ahead to Spring 2025, several supplement categories are poised for growth, making them essential for brand owners to watch closely. In this article, we will cover each of these in detail.

Sports Nutrition
Beauty-from-within
Gut Health
Women’s Health
Plant-based Proteins
Innovative Supplement Delivery Formats
Beetroot
Immune support
Collagen
Magnesium
Mushrooms
Sleep
Social media-driven Trends
Wellness and Performance-focused Functional Ingredients
Condition-specific Supplements

Sports Nutrition Supplements

SPINS data¹ shows that, as of September 2024, the performance nutrition category (also known as “sports nutrition“) saw a year-over-year increase of 24.4%. Within this category, Hydration & Electrolytes grew by 49.3%, and creatine sales increased by 45.8%.

Hydration supplements are specifically designed to address sports-related dehydration. These products typically contain essential electrolyte minerals like sodium, potassium, and magnesium, alongside well-crafted formulations that support energy, endurance, performance, and recovery. With a wide range of nutraceutical options available, brand owners are advised to work with their supplement contract manufacturer to develop unique formulas that stand out in the market.

One sports nutrition ingredient worth noting is creatine. Creatine, a tripeptide, plays a crucial role in regenerating ATP (adenosine triphosphate), the primary energy source for our muscles. Additionally, it serves as an anabolic signal for muscle growth, acting as the chemical messenger that links increased muscle activity with the production of new muscle tissue.² ³ The most used and studied supplemental form of creatine is creatine monohydrate. In addition to athletic and exercise improvement, research has shown that creatine supplementation may enhance post-exercise recovery, and promote injury prevention, thermoregulation, rehabilitation, and neuroprotection.⁴

It should be noted that after the relative slowing of physical activity during the winter, people typically become more active in the spring months, and sports nutrition products become more relevant.

Beauty from Within Supplements

SPINS data⁵ shows that as of September 2024, the hair, skin, and nails supplement category (also known as “beauty from within”) grew by about 100% year-over-year. While this category includes many nutraceuticals, some of the most well-researched ingredients include:

Skin support nutraceuticals:

Collagen peptides – Promote collagen production in the skin, help reduce fine lines and wrinkles, and promote skin moisturization and elasticity.
Ceramides – Substantially promotes skin moisturization, reduces transepidermal water loss, and improves dryness and elasticity.
Astaxanthin – Antioxidant protection, suppresses damage to skin barrier function, helps reduce fine lines/wrinkles, promotes skin moisturization and elasticity.
Hair support nutraceuticals.
Spermidine – Supports the anagen phase of hair growth, reduces hair shedding, and promotes hair thickness.
Pomegranate extract – Helps promote hair growth and hair thickness.
Solubilized keratin – Helps reduce hair shedding, supports the hair cycle, and supports stronger, shinier hair.
Nail support nutraceuticals.
Biotin – May help decrease fingernail splitting and improve nail thickness.
Solubilized keratin – Helps improve nail hardness and reduces the tendency to break.

Gut Health

Gut-friendly products are hitting the shelves every day. It appears that gut health has become a mainstream topic rather than one simply understood by physicians and other healthcare professionals.⁶ While Hippocrates may have been incorrect in proposing that all disease begins in the gut, there is no doubt the gut does play a critical role in human health and wellness.⁷ The primary consumer target for gut health is the microbiome (i.e., the totality of the trillions of microbes/bacteria living in our gut), and supportive supplements for gut health typically contain one or a combination of prebiotics and probiotics.

SPINS data⁸ indicates that, as of September 2024, prebiotics and probiotics saw a 6.1% year-over-year decline in sales. However, recent data indicates that this category is rebounding and is expected to trend upward again by Spring 2025.

Probiotics are “live microorganisms which, when administered in adequate amounts, confer a health benefit on the host”⁹ (a.k.a., friendly bacteria). Popular probiotic strains such as Lactobacilli and Bifidobacteria have various effects on the body, and different probiotics may act in different ways.¹⁰ This includes:

Helping your body maintain a healthy community of microorganisms or help your body’s community of microorganisms return to a healthy condition after being disturbed.
Producing substances that have desirable effects.
Influencing your body’s immune response, including immunomodulation¹¹ ¹² ¹³.
Positively impacting digestive health.
Improving nutrient absorption, such as increasing the bioavailability of minerals.¹⁴
Supporting mental health.
Promoting skin health.

Prebiotics are usually fiber compounds that humans cannot digest. However, prebiotics can be broken down by the friendly probiotic bacteria in our gut. This process nourishes the probiotics, stimulates their growth and activity, and helps them settle in the large intestine.¹⁵ Examples of prebiotics include fructoologosaccharides (FOS) and galactooligosaccharides (GOS).

Women’s Health Supplements

SPINS data¹⁶ indicates that, as of September 2024, subcategories within women’s health are trending upward. If we consider hair, skin, and nails a subcategory of women’s health, it has grown by about 100%. Additionally, two other subcategories—mood support and PMS—each increased by about 40%. Weight loss products also saw a growth of around 20%. Some popular and well-researched mood support nutraceuticals include:

Phosphatidylserine – Shown to help promote a healthy mood and behavior, while reducing stress and supporting memory.
Saffron extract – Helps protect the brain against oxidative damage and neurotoxicity, while promoting a healthy mood in multiple studies.
5-methyltetrahydrofolate (5-MTHF) – The active form of folate, 5-MTHF helps normalize folate levels while supporting a healthy mood.

Likewise, some popular and well-researched PMS support nutraceuticals include:

Chaste Tree Berry extract – Chaste tree berry promotes hormonal balance and helps relieve premenstrual symptoms¹⁷.
Vitamin B6 & Magnesium – Magnesium and vitamin B6 were clinically tested to help relieve premenstrual-related nervous tension, mood swings, irritability, or anxiety¹⁸.
Ginkgo biloba – Ginkgo has been clinically tested to help relieve premenstrual-related breast pain¹⁹.

After the overeating and weight gain associated with the winter holiday season, the spring months are when many people focus on getting back to a healthy weight. Some nutraceuticals of particular interest for these applications include:

Black ginger (Kaempferia parviflora) extract for burning abdominal fat ²⁰ ²¹
Carob and Opuntia cladodes for appetite control²²
Akkermansia muciniphila for fat mass and metabolic markers²³,
Cuminum cyminum L. (cumin), Mentha longifolia L. (horse mint) and Olea europaea L. (olive) leaf, and Alchemilla vulgaris L. (lady’s mantle) for promoting weight loss²⁴.

Although SPINS data did not indicate the same growth for menopause supplements, other data still indicate that the subcategory of women’s health will continue to grow²⁵. In consideration of that, some popular and well-researched menopause-support nutraceuticals include:

Black cohosh root extract has been clinically demonstrated to help significantly reduce hot flashes and night sweats, as well as occasional, menopause-related nervousness, moodiness, and sleeplessness²⁶ ²⁷.
HMR lignan has been shown to significantly reduce the severity and frequency of hot flashes and promote breast health²⁸ ²⁹.
Pueraria mirifica has been shown to significantly relieve menopausal symptoms, including hot flashes, night sweats, and vaginal dryness³⁰ ³¹.

It is worth mentioning that there are also female-specific strains that help with vaginal microbiota and urinary tract support. Some well-researched probiotic strains:

Lactobacillus rhamnosus HN001 and Lactobacillus acidophilus La-14 strains and their combination has been shown to promote a healthy vaginal probiotic balance³².
Lactobacillus rhamnosus and Lactobacillus reuteri were likewise shown to promote a healthy vaginal probiotic balance³³.
Lactobacillus rhamnosus & Lactobacillus reuteri were found to help support healthy urinary tract function in women³⁴.

Plant-Based Protein Supplements

SPINS data³⁵ shows that, as of September 2024, plant-based protein sales grew by 9.2% year-over-year. As the name suggests, plant-based proteins come from plants. Examples include pea, buckwheat, and soy. These proteins are highly nutritious and often contain additional nutrients like vitamins, minerals, and fiber. Research indicates that plant-based foods may be linked with a greater outcome of cardiovascular health. Additionally, plant-based proteins are more environmentally friendly and less resource-intensive than animal-based proteins, using less land and freshwater and producing fewer greenhouse gas emissions. Some of the top plant-based proteins include:

Soy – Protein powder derived from soy is low in saturated fats and contains almost no cholesterol. Rich in essential amino acids, soy protein powder has gained the title of a complete protein and is a frequent alternative for proteins derived from animals.
Pea – Protein from peas helps promote building muscle mass, helps people feel fuller for an extended time, helps manage a healthy weight, and may help promote healthy blood pressure levels already within a normal range.
Brown rice – Protein from rice is a reliable plant-based protein source for athletes and bodybuilders, helps support healthy cholesterol levels already in a normal range, and is ideal for people with lactose sensitivity.

There are those concerned that, due to lower levels of the amino acid lysine, rice protein is not a complete protein (i.e. provides adequate amounts of all the essential amino acids)³⁶ ³⁷. Now while it is true that rice protein has less lysine, this is not necessarily a real problem. First, any plant-based protein will have one or more amino acids that provide less than an animal-based protein. Second, brown rice protein contains approximately 78% protein by weight with 36% essential amino acids and 18% branched-chain amino acids. This is similar to published values for soy protein isolate, which is considered to be reasonably complete for a plant-based protein³⁸. Although pea protein has slightly less methionine, it is likewise a relatively complete protein for a plant-based protein.

Supplement Delivery Forms

SPINS data³⁹ shows that, as of September 2024, supplement delivery forms are trending in an unexpected direction. Sales of gummy products have decreased by 6.1%. In contrast, sales of capsules have increased by 2%, and sales of vegetable capsules have risen by 3.3%. Additionally, sales of powdered products are up by 8%.

For years, gummies have been a popular delivery form for dietary supplements, so it may be surprising to learn that their sales are now declining. Meanwhile, sales of capsules and powders have remained relatively stable and now seem to be starting an upward trend. Certainly, capsules offer a convenient delivery form and aren’t subject to taste considerations, unlike gummies which often must avoid the use of various nutraceuticals with bitter or otherwise undesirable taste profiles.

Another delivery type brand owners may want to consider is chewable tablets. Compared to gummies, chewable tablets have several distinct advantages, including:

Shorter manufacturing lead times compared to gummies.
Ability to deliver actives/ingredients that may be heat or moisture-sensitive with chewable and quick-melt tablets.
Versatility in coloring, flavoring, and natural sweetening options, including formulations without sugar or sorbitol.

Our Chief Innovation Officer, Terry Coyle, recently published a blog article entitled, “Chewable Tablets vs. Gummies: A Guide for Brand Owners on Choosing the Right Supplement Form,” which goes into more detail about the differences between these two formats.

In addition to chewable tablets, powders have a distinct advantage e over gummies if the goal is to deliver a higher nutraceutical payload. For example, if you want to provide 20 g of protein, you won’t suggest a serving size of 40 capsules. In this case, a powder is the way to go.

Since, after the winter holidays, people often have New Year’s resolutions which include getting healthier, the spring is prime time for consumers to begin the use of new dietary supplements—and by providing the capsules, chewable tablets, and powders as the trending delivery forms, you’ll be setting the groundwork for giving consumers what they want.

Beetroot Supplements

SPINS data⁴⁰ shows that, as of September 2024, sales of beetroot supplements grew by 78.6% for energy support and by 122.2% for cardiovascular support. So, why are beetroot supplements trending? The answer lies in nitric oxide (NO), a compound produced by the body that causes vasodilation, or the widening of blood vessels, which increases blood flow. Beetroot helps boost NO production because it contains nitrates⁴¹ which the body can convert into NO.

Research has demonstrated these effects. For example, in various populations, beetroot has been shown to positively impact exercise. In one group, beetroot increased total work performed and cardiac output during exercise.⁴² In other groups, beetroot significantly improved muscle energy use and oxygen delivery during low-oxygen exercise and subsequent recovery, as well as enhanced tolerance for high-intensity exercise. Additional studies found that nitrate-rich beetroot supported healthy blood pressure and promoted healthy endothelial function. Another study indicated that beetroot improved reaction time in cognitive tests.⁴³

Supplements for Immune Support

As an overall condition-specific category, SPINS data⁴⁴ shows that, as of September 2024, sales of immune supplements have declined by 11.4%. However, as a functional ingredient, sales of ashwagandha for immune health have increased by 111%. Likewise, vitamins A, D, and K sales increased 32.3%.

Indeed, ashwagandha has been shown to benefit immune health. In a randomized placebo-controlled double-blind trial⁴⁵ Supplementation with an ashwagandha extract was found to significantly increase immunoglobulin antibodies, immunomodulating cytokines, and lymphocytes, whereas the placebo group did not experience these individual effects.

Regarding vitamins A, D & K:

Vitamin A helps regulate the immune system, by playing a role in the production of white blood cells that destroy harmful bacteria and viruses.⁴⁶
Vitamin D is a potent immune system modulator⁴⁷ with a variety of effects on immune system function which may enhance innate immunity and promote normal immune function.⁴⁸
Vitamin K-dependent proteins play important roles in various immunomodulatory and antioxidant functions. This includes inflammation, which is part of the immune process.⁴⁹

Collagen

Collagen supplements are extremely popular. SPINS data⁵⁰ indicates that year over year, as of September 2024, sales of collagen products increased by 5.6%.

Collagen is the main structural protein found in the skin and other connective tissues. This protein is vital to our good health. There are 16 different types of collagens in the body, but most of them are type 1, 2, or 3. The other types of collagens are not relevant in the context of this conversation.

Type 1 is primarily the collagen found in skin, tendons, veins/arteries, and bone.
Type 2 is primarily found in cartilage, although some is found in the skin.
Type 3 is a fibrous form of collagen found alongside type 1.

The primary commercial sources of these types of collagens include bovine (cattle) hide, porcine hide, chicken sternal cartilage, and fish skin/scales.

High-quality sources of these collagens have been shown to offer the following benefits:

Bovine-source collagen peptide has been shown to reduce wrinkles by 20%, improve skin elasticity, and increase procollagen production with 2.5 g/day. ⁵¹ ⁵²
Fish-source collagen peptide has been shown to reduce wrinkles, improve skin elasticity, maintain skin firmness, and improve skin tone and radiance with 2.5 g/day.⁵³
Chicken sternal cartilage source type 2 collagen has been shown to reduce skin dryness, lines/wrinkles, increase collagen with 1000 mg/day, and support healthy joints with 2000 mg/day.⁵⁴

The skin health benefits of collagen are a key driver of the beauty from within market. Likewise, the combination of skin and joint health benefits of collagen supplements has driven anti-aging and rejuvenation trends.

Magnesium

SPINS data⁵⁵ shows that, as of September 2024, sales of magnesium products increased by 40.9% year over year. When looking at specific forms of magnesium, the sales increases over the past 52 weeks were as follows: bisglycinate at 128.1%, taurate at 58.3%, glycinate at 503%, malate at 44.3%, L-threonate at 39.9%, and citrate at 29.2%. While these figures represent percentage increases, the actual total dollar sales of magnesium forms ranked as follows: citrate, bisglycinate, carbonate, oxide, and L-threonate.

Magnesium is an essential mineral with multiple functions in the human body. This includes a structural role in bone, cell membranes, and chromosomes.⁵⁶ It is needed for more than 300 metabolic reactions,⁵⁷ including magnesium-dependent chemical reactions required to metabolize carbohydrates and fats in the production of adenosine triphosphate (ATP),⁵⁸ the “energy currency” of the body. In addition, magnesium is required for the synthesis of nucleic acids, proteins, carbohydrates, lipids, and the antioxidant glutathione.⁵⁹ Magnesium is also required for transporting potassium and calcium ions across cell membranes. The conduction of nerve impulses, muscle contraction, normal heart rhythm,⁶⁰ cell signaling,⁶¹ and cell migration (which may be important in wound healing)⁶² are also all magnesium-dependent activities.

Mushrooms

SPINS data⁶³ shows that, as of September 2024, sales of mushroom supplements increased by 39% over the past 52 weeks. The year-over-year percentage growth for specific health benefits associated with mushrooms includes cognitive health (42.5%), immune health (5.2%), and energy support (2.8%).

The cognitive health benefits of mushrooms are mainly linked to Lion’s mane, which has been clinically tested to support and improve cognitive function in a randomized, double-blind, placebo-controlled study⁶⁴. Another study⁶⁵ showed that participants taking Lion’s mane scored significantly higher on cognitive function tests compared to the placebo group.

Regarding immune health, many mushrooms offer benefits. Shiitake mushrooms (Lentinula edodes) have been used for thousands of years⁶⁶, and are known to promote healthy immune function⁶⁷. Agaricus blazei has also been demonstrated to have immunostimulant effects.⁶⁸ Likewise, maitake, has immunostimulant effects and activates natural killer cells, cytotoxic T-cells, interleukin-1, and superoxide anions.⁶⁹

Several studies suggest that Cordyceps may help enhance energy, immune health, male sexual health, liver health, and provide antioxidant effects.⁷⁰ In 1993, Chinese women runners broke world records during competitions, and it is believed that their consumption of Cordyceps, which was part of the diet of the winning Chinese distance runners, contributed to these remarkable achievements.⁷¹

Sleep

While SPINS data does not show an increase in the category of sleep supplements, it still shows that sleep supplements rate second in condition-specific supplements right behind the category of sleep, at $680 million year over year.⁷² So, it is still a significantly trending category. Some well-researched nutraceuticals in this category include:

GABA: Gamma amino butyric acid (GABA) is the primary neurotransmitter responsible for exerting calming and sedative effects in the central nervous system. Studies have shown GABA works as a natural relaxant, reducing stress, shortening the time to fall asleep, and increasing REM sleep time.
Apocynum Venetum: Apocynum Venetum has a rich history in traditional Chinese medicine. It is an herbal remedy that soothes nerves and helps improve occasional sleeplessness. Studies have shown extracts from Apocynum Venetum leaves induce deep sleep by improving stress-related anxiety and helping keep you asleep through the sleep cycle.
Glycine: Glycine is a non-essential amino acid and plays a significant role in the brain’s biochemistry. Glycine supplements have been shown to positively influence subjective and objective sleep quality, reducing fatigue and improving “clear-headedness.”

Social Media Trends

SPINS data⁷³ indicates in the past 52 weeks, specific supplement categories have been trending on social media.

Sales of mushroom products increased by 39%. The year-over-year percentage growth for the specific health benefits for mushrooms were cognitive health (42.5%), immune health (5.2%), and energy support (2.8%).

Wellness/Performance Functional Ingredients

SPINS data⁷⁴ indicates in the past 52 weeks, as of September 2024, sales of wellness/performance functional ingredients experienced increases as follows: fish oil concentrate (7.4%), lutein (2%), biotin (8%), lactase (7.3%), caffeine (6.4%), ginger (3.9%), Ginkgo biloba (15.7%), whole food concentrate (27.3%), and milk thistle (18.1%).

Fish oil – Eicosapentaenoic acid (EPA) and docosahexanaeoic acid (DHA) are omega-3 fatty acids (O3FA). O3FA supplements are mostly derived from cold water species of fish such as salmon, sardines, herring, and mackerel. There is a plethora of research demonstrating the benefits of fish oil for cardiovascular health⁷⁵ ⁷⁶, as well as playing a beneficial role in the inflammatory process⁷⁷.
Lutein – Lutein and its accompanying carotenoid zeaxanthin protect the eyes and help them filter out harmful blue light from computers and other digital devices, as well as outdoor light.⁷⁸
Biotin – Although it has little to do with hair health unless you have a biotin deficiency (characterized by hair loss), biotin may help decrease fingernail splitting and improve nail thickness⁷⁹.
Lactase – A significant number of people are lactose intolerant, meaning that they can’t digest the milk sugar lactose. Lactase is the enzyme that helps those people break down lactose so that it is digestible.
Caffeine – Caffeine is commonly used as an energy and cognitive-promoting ingredient. It is available in both synthetic and natural forms. It also has been shown to help promote joint comfort⁸⁰.
Ginger – This herb has extensive research⁸¹ demonstrating its effectiveness in reducing motion sickness-related nausea, as well as pregnancy-related nausea.
Ginkgo – Ginkgo biloba extract has the reputation of being the “granddaddy” of all memory enhancement herbs—and with good reason. There are hundreds of published clinical studies on GBE⁸² which mostly demonstrate efficacy for cognitive function.
Milk thistle – This herb has long been recognized for its ability to benefit liver health. This is due to its ability to its antioxidant and free radicals scavenging properties, stabilize liver cell membranes, and support the liver’s regenerative ability.⁸³ ⁸⁴

Condition Specific Supplements

SPINS data⁸⁵ shows that, as of September 2024, sales of condition-specific products experienced an overall decrease of 2.3% over the past 52 weeks. However, certain subcategories reported increases, including:

Organ support supplements: 26.1%
Calcium and bone health: 8.3%
Cognitive health: 1.1%
Heart and circulation supplements: 1.1%
Reproductive supplements: 0.8%

Key Takeaways

Supplement industry trends for Spring 2025 include sports nutrition, beauty from within, gut health, women’s health, plant-based protein supplements, supplement delivery forms, beetroot, immune support, collagen, magnesium, mushrooms, social media trends, wellness/performance functional ingredients, and condition-specific supplements. In considering these spring supplement trends you want to ensure that, as a brand owner, you can provide innovation, personalized solutions, and natural ingredients to capture the attention of health-conscious consumers. Working with the right contract development and manufacturing organizations (CDMO) can make all the difference in helping you achieve these goals.

How Vitaquest Can Help Brand Owners Manufacture Supplements for the Spring

Vitaquest is one of the largest custom contract development and manufacturing organizations (CDMO) of dietary supplements in the United States for both emerging and established brands, offering quality, transparency, and rigorous qualification. 

As a CDMO, Vitaquest has provided nutraceutical businesses with leading supplement formulation design, contract manufacturing, packaging design, particle, and powder engineering services using fluid bed, oscillation, and roll compaction technologies, and fulfillment services for over 45 years. Whether you’re a newcomer to the industry or aiming to diversify your product range, Vitaquest possesses the expertise, cutting-edge facilities, and solutions needed to swiftly and effectively turn your trending supplement concept into reality. Vitaquest offers a variety of dosage forms, including capsules, chewable tablets, and powders.

Vitaquest also has expertise in domestic and international regulatory standards. We are GMP-certified by NSF, assuring brand owners and consumers of our compliance with industry regulations and standards. In addition, Vitaquest can offer Kosher, Halal, and certified organic products, and FSSC 22000 certification for food safety. 

Are you ready to move forward with creating high-quality spring supplements for your brand? If so, call 800-526-9095 to speak with one of our knowledgeable sales executives or request a competitive nutraceutical manufacturing price quote.

Request Pricing

Frequently Asked Questions About Spring 2025 Supplement Manufacturing Trends

Q: What’s next in global supplement trends?

In both global and domestic markets, supplement trends for Spring 2025 include sports nutrition, beauty from within, gut health, women’s health, plant-based protein supplements, supplement delivery forms, beetroot, immune support, collagen, magnesium, mushrooms, social media trends, wellness/performance functional ingredients, and condition-specific supplements.

Q: How can supplement brands capitalize on emerging trends?

By understanding the emerging trends, supplement brands can plan their new product development accordingly. Working with the right contract development and manufacturing organizations (CDMO) can make all the difference in helping brands to provide innovation, personalized solutions, and natural ingredients to capture the attention of health-conscious consumers.

Q: What’s driving the demand for vegan and plant-based supplements?

The demand for vegan and plant-based supplements is driven by millennials, who currently boast the largest percentage of self-identified vegans and vegetarians⁸⁶.

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Lauren

Samot, RD

Commercial Innovation Leader

With over 7 years at Vitaquest, Lauren Samot’s journey from Technical Services Associate to her current role as Commercial Innovation Leader exemplifies her dedication and growth. Leading the innovation team, she fuels business expansion through collaborative efforts across sales, product development, and operations. With a decade-long career in nutraceuticals, Lauren excels in manufacturing, raw materials, and product development. A Vitaquest Proud Champion Award recipient, she holds a B.S. in Nutritional Science with a minor in Public Health from Boston University and is an accomplished Registered Dietitian and member of the Academy of Nutrition and Dietetics.

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