Winter 2026 Supplement Trends: What to Expect in the Coming Year

By Lauren
Samot, RD
07/28/2025
Annual Manufacturing Trends, Beauty From Within, Blog, Capsules, Cold/Flu/Immunity, Metabolic Health, Powders, Sports/Energy/Exercise, Tablets

Stand out on the shelf with innovative delivery formats that can give your winter line a competitive edge!

The global dietary supplement market is projected to reach $203.42 billion in 2025 and nearly double to $402.2 billion by 2034, growing at a compounded annual growth rate (CAGR) of 7.87%.¹

As the market continues to expand, not all product categories will grow equally, especially with seasonal demand shaping purchasing behavior. Understanding winter supplements trends is essential for brand owners preparing to meet evolving consumer needs during colder months.

This article explores the most important supplement market trends to watch for during the winter of 2026, and how they will influence product development, marketing, and retail strategy in the year ahead.

Supplement Categories in Demand for Winter 2026

Key winter supplement trends for 2026 highlight growing consumer interest across several high-demand categories. These include:

Vegan supplements, driven by plant-based lifestyles and clean-label preferences
Immune and respiratory support, as consumers prepare for seasonal health challenges
Beauty-from-within products, targeting skin hydration and radiance during colder months
Stress and mood support, reflecting continued demand for emotional well-being

In addition to these categories, convenient supplement formats, such as capsules, tablets, and powders packaged in stick packs, remain a priority. We also expect to see increased focus on formulation innovation that enhances efficacy, stability, and user experience. These supplement market trends offer strategic opportunities for brand differentiation and revenue growth this winter.

Vegan Supplements for Winter

The global vegan supplements market has experienced significant growth, reaching approximately $9.1 billion in 2024, with projections hitting $17.7 billion by 2034 at a CAGR of 6.9%.² Consumers continue to favor supplements made with natural, plant-based ingredients, viewing them as gentler on the body, easier to digest, and aligned with environmental values.

As demand rises, especially during colder months, many turn to vegan-friendly options that feature some of the best vitamins for winter, including vitamin D, vitamin C, and B-complex vitamins. These nutrients have been shown to support a healthy immune system, energy metabolism, and overall well-being, making them ideal choices for plant-based formulations targeting winter health needs.

Vegan Vitamin D

Among all winter vitamins, vitamin D is arguably the most critical. During the colder months, reduced sunlight exposure due to shorter days and limited time outdoors significantly decreases the body’s natural production of vitamin D. This makes vitamin D during winter essential for maintaining immune health, mood balance, and bone support.

Most commercially available vitamin D3 is derived from lanolin, a byproduct of sheep’s wool, which undergoes chemical processing to become cholecalciferol. While effective, this form is neither vegan nor considered natural by plant-based standards.

A true vegan alternative is sourced from Cladonia rangiferina (reindeer lichen), a wildcrafted plant found in alpine regions. This plant-based D3 is available in both powder and oil formats, with conventional and organic options, making it a preferred solution for those seeking clean-label, ethical vitamin D supplementation during the winter season.

Vegan Protein Powders

Protein is essential year-round, but it plays an important role during the winter months by supporting immune function through antibody formation and helping the body maintain temperature.³ Vegan and plant-based proteins continue to gain popularity, with the market projected to grow from $16.05 billion in 2024 to $20.43 billion by 2029, at a CAGR of 4.94%.⁴

Common sources of vegan protein include pea, rice, and hemp:

Pea protein is highly digestible and has been shown to support thermogenesis⁵, promote satiety⁶, maintain healthy blood pressure levels already within normal ranges⁷, and promote muscle growth.⁸
Rice protein is generally considered to be hypoallergenic⁹ and has been shown to support gains in lean body mass and reductions in fat mass, with effects comparable to whey protein isolate.¹⁰ ¹¹
Hemp protein is derived from the cannabis plant, but doesn’t contain any THC, the psychoactive compound found in marijuana. It does, however, help maintain healthy blood pressure levels already within normal ranges¹² and provides antioxidant protection against oxidative stress.¹³

Vegan Collagen

Winter temperatures often cause dry skin, increasing demand for collagen supplements that support skin hydration and a more youthful appearance. Collagen also plays a key role in joint health, contributing to its popularity. The global market is projected to grow from $9.9 billion in 2024 to $18.7 billion by 2030.¹⁴

However, traditional collagen is sourced from animals such as cattle, pigs, and fish, making it unsuitable for vegan and vegetarian consumers. Fortunately, vegan-friendly alternatives are now available. While often marketed as “vegan collagen,” these products do not contain actual collagen, as collagen only occurs in animal tissue.

Instead, they are formulated using vegan-sourced amino acids that closely match the amino acid profile of animal-derived collagen, up to 98% similarity to human collagen. Clinical research has shown that 1.5 grams per day can significantly improve skin hydration, elasticity, and reduce fine lines within four weeks, with 5 grams per day yielding even more noticeable results.¹⁵

Winter Immune and Respiratory Support

Fall and winter often bring a rise in respiratory illnesses, including colds and the flu¹⁶, making immune health a top priority for many consumers. As a result, sales of immune-support supplements typically surge during these seasons.¹⁷

To help strengthen the body’s defenses, it’s important to focus on some of the best vitamins for winter, in addition to vitamin D, which we’ve already covered. These key nutrients can play a vital role in supporting healthy immune and respiratory function during the colder months.

Vitamin C

Vitamin C is a staple in winter immune support and has been shown to play a vital role in several immune functions, including antimicrobial activity, natural killer cell function, and white blood cell (lymphocyte) proliferation.¹⁸

Given its widespread use, however, standing out in the crowded vitamin C market can be challenging, even with enhanced forms like liposomal vitamin C, which offer improved bioavailability.¹⁹ While using a high-quality form is still recommended, combining vitamin C with other well-researched immune-support ingredients can provide a more comprehensive formula and stronger market appeal.

Effective pairings include ingredients such as zinc, elderberry, echinacea, and NAC, all of which contribute to immune resilience. Popular delivery formats for vitamin C include chewable tablets, fast melt tablets, traditional tablets, and capsules, offering both convenience and consumer familiarity.

Zinc

Zinc is essential to immune health²⁰, influencing a wide range of immune responses, from lymphocyte gene regulation to maintaining the skin barrier²¹ and reducing oxidative stress markers.²² It is also vital for the development and function of key immune cells, including neutrophils and natural killer cells.²³

As with vitamin C, zinc is most effective during winter when included in combination formulas alongside other immune-support ingredients such as vitamin C and select botanicals. Effective delivery formats include lozenges, chewable and fast melt tablets, traditional tablets, and capsules.

Elderberry

Elderberry is a clinically studied herb known to support antibody production and enhance immune response. In clinical settings, elderberry has been shown to significantly improve immune function within 48 hours.²⁴ ²⁵ ²⁶

It is well-suited for wintertime immune formulas. Common delivery formats for elderberry supplements include lozenges, chewable, and fast-melt tablets for ease of use and rapid absorption.

Echinacea Blends

Echinacea is the granddaddy of all immune-enhancing herbs. It supports the immune system through the activation of white blood cells (lymphocytes and macrophages),²⁷ and by increasing the number of T cells.²⁸ ²⁹

The two most popular and well-researched species of Echinacea are E. purpurea (aerial parts) and E. angustifolia (aerial parts and root). The two most well-researched species are Echinacea purpurea (aerial parts) and Echinacea angustifolia (aerial parts and root). Brands may choose to formulate with either species or combine both for a broader phytochemical profile.

Common and effective delivery forms for echinacea include lozenges, chewable and fast-melt tablets, traditional tablets, and capsules.

NAC

N-acetylcysteine (NAC) helps replenish glutathione and reduce damage caused by free radicals/ROS.³⁰

Human clinical research also shows that NAC supplementation was effective in promoting cell-mediated immunity when used for six months.³¹ ³²

Because NAC is a sulfur-containing compound with a strong taste and odor, the most suitable delivery formats are capsules and tablets, which offer both convenience and improved consumer compliance.

Beauty From Within

The beauty from within category includes nutraceuticals that support the health and appearance of skin, hair, and nails. During the winter months, dry air and colder temperatures often lead to increased skin and hair concerns, driving seasonal demand for these supplements.

The global beauty from within market is projected to grow steadily, with an estimated value of $3.96 billion in 2025 and a forecasted increase to $5.76 billion by 2030, reflecting a CAGR of 7.8%. This continued growth highlights consumer interest in holistic beauty solutions that work from the inside out.

Listen to this podcast featuring our VP of Innovation, Michael Anthonavage, and Dr. Gene Bruno as they explore the science, innovation, and consumer demand fueling the beauty-from-within category.

Collagen Supplements

Collagen supplements, especially collagen peptides, have been shown³³ to support and stimulate the body’s own collagen production, increasing pro-collagen production by 65%, as well as production of the critical skin protein, elastin, by 18%.

Likewise, studies³⁴ ³⁵ ³⁶ ³⁷ has demonstrated that it significantly reduced wrinkles, improved skin elasticity and moisture, reduced cellulite, and increased hair thickness.

Powder is generally the best delivery format for collagen to accommodate the 2.5 to 5 g dose.

Hyaluronic Acid

Hyaluronic acid is a naturally occurring substance found in human skin³⁸ that plays a key role in maintaining hydration by binding with water.³⁹ ⁴⁰ However, skin levels of hyaluronic acid decline with age⁴¹, contributing to dryness and the appearance of fine lines.⁴²

Fortunately, oral supplementation with hyaluronic acid has been clinically shown to increase skin moisture content and help reduce the appearance of wrinkles, making it a valuable ingredient in beauty-from-within formulations.

Effective delivery formats include lozenges, chewable tablets, fast melt tablets, traditional tablets, and capsules because they offer consumers flexibility and convenience.

Biotin

If you have a biotin deficiency resulting in hair loss⁴³, biotin supplementation may help. However, in otherwise healthy individuals, biotin alone is unlikely to significantly impact hair growth⁴⁴, although it may provide added value when combined with keratin.⁴⁵

Research also suggests that biotin may help reduce fingernail splitting and improve nail thickness⁴⁶, making it a popular ingredient in nail health supplement formulations.

Ideal delivery forms include lozenges, chewables, fast melts, capsules, and tablets, offering consumers a range of convenient options.

Spermidine

Spermidine is one of three polyamine compounds found in foods and produced in our bodies. Research has demonstrated that spermidine alone⁴⁷, or in combination with other nutraceuticals⁴⁸ ⁴⁹, helps promote hair growth, reduce hair loss, and increase hair thickness.

In a subsequent study⁵⁰, a spermidine-rich rice germ extract, had the same effects on hair but also improved nail growth and increased nail thickness.

Effective delivery forms for spermidine include lozenges, chewables, fast melts, capsules, and tablets, providing flexibility for supplement formulation and consumer preference.

Vitamin E

Vitamin E, a powerful antioxidant, plays an important role in protecting the skin from oxidative stress and supporting overall skin health. However, like vitamin C, it is most effective when used in combination with other nutraceuticals.

For example⁵¹, a blend of vitamin E, lycopene, beta-carotene, and selenium has been shown to reduce skin scaling and roughness while increasing skin density and thickness, both indicators of healthier, more youthful-looking skin. Additionally, a combination of vitamin E and vitamin C has been demonstrated to help prevent UV-induced skin redness.⁵² ⁵³

Common delivery forms for vitamin E include lozenges, chewable and fast melt tablets, traditional tablets, and capsules, making it easy to incorporate into beauty-from-within formulations.

Stress & Mood Support

The winter season, particularly around the holidays, is commonly associated with increased stress and shifts in mood⁵⁴, often referred to as the “winter blues.” As a result, interest in stress and mood support supplements typically rises during this time of year.

Adaptogens are among the most sought-after solutions, known for their ability to help the body adapt to physical and emotional stress. Other beneficial supplements to take during winter months include L-theanine, magnesium, vitamin D, and melatonin, each of which supports relaxation, mood balance, and restful sleep. These ingredients can be formulated individually or as part of comprehensive stress support blends tailored to seasonal needs.

Adaptogens for Winter

Adaptogens are substances, typically herbs, that help the body achieve balance, or homeostasis, especially during times of physical or emotional stress. While they may not exert strong direct biological effects, they are valued for their ability to support overall resilience and well-being.

Adaptogens are particularly useful in stress and mood support formulations, especially during the winter season. Among the most well-researched adaptogens are ashwagandha and Rhodiola, both of which have demonstrated effectiveness in promoting mental clarity, energy balance, and emotional stability.

These ingredients are also commonly used in supplements for winter tiredness, helping to counteract seasonal fatigue and improve daily functioning.

Ashwagandha

Ashwagandha (Withania somnifera) has been used in Ayurvedic medicine⁵⁵ for over 3,000 years. As an adaptogen, it helps the body adapt to stress by normalizing physiological functions under strain, resulting in broad-ranging benefits.⁵⁶

Ashwagandha has been traditionally used to reduce stress and enhance well-being. Likewise, scientific research also supports these uses. In randomized controlled trials (RCT)⁵⁷ ashwagandha extract was found to significantly reduce stress and anxiety levels and lower cortisol, the body’s primary stress hormone.

Rhodiola Rosea

Rhodiola rosea (commonly referred to as Rhodiola or Arctic Root) has been used for centuries in the traditional medicine of Russia, Scandinavia, and other countries to increase physical endurance, work productivity, longevity, resistance to high altitude sickness, and to help reduce fatigue and moodiness and promoting sexual health.⁵⁸

Modern scientific studies in cell cultures, animals, and humans have revealed anti-fatigue, anti-stress, anti-hypoxia (protection against damaging effects of oxygen deprivation), antioxidant, immune-enhancing, and sexual stimulating effects.⁵⁹ ⁶⁰ ⁶¹ ⁶² ⁶³ ⁶⁴ Notably, Rhodiola has been shown to enhance physical performance and significantly reduce recovery time between bouts of high-intensity exercise, making it a standout among adaptogenic herbs.⁶⁵

L-Theanine

L-theanine is a neurologically active amino acid that works by increasing brain activity in the alpha frequency band, which is associated with relaxing the mind without inducing drowsiness.⁶⁶ Various studies have examined the effects of this amino acid on stress and anxiety⁶⁷ ⁶⁸ ⁶⁹ ⁷⁰, demonstrating its effectiveness in reducing physiological indicators of stress within 15 minutes, reductions in heart rate, inhibition of cortical neuron excitation, suppressing the initial stress response, and significantly reducing stress-induced anxiety.

Magnesium

Magnesium is an essential mineral involved in over 300 metabolic reactions, including energy production, nerve and muscle function, and sleep regulation. It may also help prevent or delay age-related physical decline.⁷¹ Magnesium supplementation has been shown to support mood and reduce stress, particularly in individuals experiencing stress-related symptoms. Research⁷² suggests a “vicious circle” where stress can deplete magnesium levels, and magnesium deficiency can worsen stress responses.

Vitamin D3

In addition to the previous benefits associated with vitamin D3, this nutrient may also help with seasonal mood considerations. Reduced daylight during colder months can lead to lower serotonin production, which may negatively affect emotional well-being. Clinical studies suggest that vitamin D supplementation may help counteract these effects, improving mood in individuals with low vitamin D status or seasonal mood concerns.⁷³

Melatonin

Melatonin, like vitamin D, is involved in regulating mood during winter months. With less daylight, the body produces more melatonin, which increases the conversion of serotonin into melatonin, reducing available serotonin and potentially impacting mood. In human clinical research⁷⁴ ⁷⁵, supplementation with melatonin resulted in mood enhancement associated with seasonal mood considerations.

It’s also worth noting that phytomelatonin, a natural, plant-based alternative to synthetic melatonin, is gaining popularity. Derived from sources like tomato and St. John’s Wort extracts, phytomelatonin has been shown in human studies to be equally, or even more, effective at lower doses compared to synthetic melatonin.⁷⁶

Supplement Manufacturing Trends to Watch in Winter 2026

Beyond individual ingredients, broader dietary supplement trends related to manufacturing are helping shape the nutraceutical industry in Winter 2026. These trends include the growing demand for convenient supplement formats and continued innovation in formulation, both of which reflect evolving consumer expectations around usability, efficacy, and product experience.

Convenient Supplement Formats

Emerging nutraceutical trends continue to highlight the growing popularity of convenient supplement formats as alternatives to traditional pills and bulk powders. These include chewable tablets, effervescent tablets, fast-melt tablets, and single-serving sachets or stick-packs.

One reason for their appeal is that up to 40% of the population struggles with swallowing pills, while others experience “pill fatigue” from taking multiple medications or supplements daily. These innovative formats offer a more user-friendly, accessible option for delivering key nutrients without compromising efficacy or compliance.

Innovations in Supplement Formulation

Many of the newer, convenient supplement formats also offer improved bioavailability. For individuals with compromised digestion or difficulty breaking down traditional tablets, options like chewables, fast melts, and effervescents may be more effective, as they begin breaking down before swallowing.

Other notable advances include time-release and delayed-release technologies. Time-release formulations allow for a controlled, sustained delivery of nutrients, which are ideal for ingredients like vitamin C, because it has multiple absorption sites in the gastrointestinal tract. Releasing it gradually may help enhance absorption throughout the gut.

Delayed-release formulations are especially useful for nutrients that require targeted timing. For example, a delayed-release melatonin supplement can provide a second wave of release a few hours after the initial dose, potentially helping extend its sleep-support effects. These innovations support both efficacy and personalized supplementation strategies.

Conclusion

As demand for wellness solutions continues to rise, dietary supplement makers must stay ahead by aligning their product strategies with evolving winter supplement trends.

From immune and mood support to beauty-from-within and plant-based nutrition, consumers are increasingly seeking innovative formulas that address seasonal health needs. Meeting these expectations requires a commitment to quality supplement manufacturing, where ingredient selection, delivery format, and efficacy are thoughtfully integrated. Whether you’re launching your brand for the first time or looking to expand your existing product line, Winter 2026 presents a prime opportunity to capitalize on emerging trends and consumer demand. From choosing the right vitamin manufacturing partner to exploring innovative delivery formats and scaling nutraceutical manufacturing capabilities, success in today’s market hinges on informed decision-making and strategic execution.

Are you ready to capitalize on the Winter 2026 Supplements Trends discussed in this article? If so, call 800-526-9095 to speak with one of our knowledgeable sales executives or request a nutraceutical manufacturing price quote if you’ve already finalized your project requirements!

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Frequently Asked Questions About the Winter 2026 Supplement Trends

What are the top supplements consumers demand during winter?

Supplements for immune/respiratory support are also popular during the winter. These include vitamin C, zinc, elderberry, Echinacea, and NAC. Beauty from within supplements are likewise popular during the dry winter months, including collagen, hyaluronic acid, biotin, spermidine, and vitamin E. During the stressful holiday season, stress and mood support supplements, such as adaptogens, theanine, magnesium, vitamin D3, and melatonin, increase in popularity.

Why are vegan supplements gaining popularity in winter 2026?

Consumers perceive supplements made from natural, plant-based ingredients as gentler on the body and more easily absorbed, as well as better for health and environmental sustainability. As alternatives to animal-sourced supplements, vegan supplements gaining popularity in the winter months include vegan vitamin D3, vegan protein, and vegan collagen (which is a combination of vegan-sourced amino acids whose profile closely aligns with the amino acid profile of actual animal-sourced collagen).

What makes time-release supplements ideal for winter?

Time releasing can provide a predictable pattern of release for specific nutraceuticals, especially vitamin C, which is good for immune health, and so more popular during the winter season. Consider that vitamin C has multiple absorption sites in the gut, and that time-released vitamin C can release that nutrient at different gut locations to potentially maximize absorption.

How can supplement brands take advantage of winter 2026 trends?

It takes time to have dietary supplements manufactured. This is especially true if you’re using a high-quality contract development and manufacturing organization (CDMO) that does things right. That means you’ll need to begin planning at least six months in advance to produce supplements that will be popular during the winter season. These may include immune/respiratory support supplements, beauty from within supplements, and stress and mood support supplements.

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Lauren

Samot, RD

Commercial Innovation Leader

With almost a decade 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 15-year long career in nutraceuticals, Lauren excels in manufacturing, raw materials, and formulation. A Vitaquest Proud Champion Award recipient twice, 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.