As consumer priorities shift in the US wellness market, so nutraceutical brands need to keep abreast of ever evolving trends. At Vantage Nutrition, we provide innovative delivery formats and high-performance solutions to meet the fast-changing market.

With today’s consumer focused on prevention, they are reading labels and choosing products that do more than just add nutrition. Most importantly, they now want supplements that suit their lifestyle, help in achieving their health objectives, and are beneficial.

The current nutraceutical trends show a clear pattern. People want clean, functional, and science-backed products. From collagen to gut health boosters, new segments are on the increase. Below are a few key trends.

1. Collagen is still leading the pack

The use of collagen supplements is still on the increase. The world collagen market exceeded USD10 billion in 2022. It is projected to hit USD23 billion by 2032. That is a good indicator of stable demand. There are numerous reasons why consumers are opting to use collagen, such as skin health, joint care, and ageing support.

What is new in 2025 is the form. Marine and vegan collagen options are now in demand. Powdered formats are still popular, but capsules and chewable are gaining ground for ease of use. People are also combining collagen with ingredients like hyaluronic acid, ceramides, and vitamin C to boost results.

2. Vitamin D deficiency brings opportunity

Almost one-third of the US population is deficient in vitamin D. This has opened a big gap in the nutraceutical market, with the market for vitamin D supplements being valued at USD1.69 billion in 2023 and grown steadily.

Consumers are taking it for bone strength, immunity, and mood regulation. With more people working indoors and getting less sun, the demand will continue to rise. Most products now include dosage options that match clinical studies. Fast-absorbing capsules and sublingual sprays are also becoming popular.

3. Sports nutrition goes beyond athletes

Sports nutrition is no longer just for gym-goers or bodybuilders. It is now a mainstream health category. In 2024, performance nutrition sales in the US grew by 24%. Hydration products grew by 49%.

This shift is visible in everyday purchases. Creatine, whey protein, and electrolytes are being used by people who want better energy, faster recovery, and mental sharpness. The key trend here is accessibility. Smaller serving packs, easy-to-mix powders, and plant-based options are being launched for new users. The message is simple. Everyone needs better fuel, not just athletes.

4. Beauty-from-within is not slowing down

Consumers want to look good and feel good at the same time. This is why beauty-from-within supplements are thriving. Collagen leads the pack, but other ingredients are also rising. Hyaluronic acid, biotin, ceramides, and astaxanthin are now used in skin and hair supplements. Many of these products target hydration, glow, hair strength, and anti-ageing.

Another new trend being seen includes these supplements being packaged as complete routines. Brands are offering AM and PM formulas, gummies with skincare benefits, and combinations with adaptogens for stress-linked skin issues.

5. Gut health is no longer a niche

Gut health is now a core part of wellness. The rise in prebiotics, probiotics, and postbiotics is clear proof. Consumers have learned that digestion, immunity, and even mood are linked to gut health. Products now combine multiple strains, fiber blends, and enzymes. Capsules, drinkable shots, and powders are popular formats.

The focus has shifted from general gut support to specific outcomes. Some supplements are made for bloating. Others support mood, immunity, or weight loss. Personalised gut health kits are also on the rise.

6. Nootropics are winning attention

Mental wellness is a priority in 2025. Stress, burnout, and screen fatigue have made consumers seek better brain health. This is where nootropics come in. These are supplements made to support memory, focus, calmness, and sleep. Ingredients like ashwagandha, L-theanine, bacopa, and lion’s mane mushroom are becoming household names.

Many US consumers are using nootropics as an alternative to caffeine or anxiety pills. They want natural options that help them think clearly and feel calm. The demand is growing among students, professionals, and even older adults who want to stay sharp.

7. Women’s health is becoming specific

One-size-fits-all supplements are no longer enough. Women now look for products designed for their life stage. Whether it is hormone balance, fertility, menopause, or PMS, there are supplements that address these needs. 2025 shows more products made for women by women.

There is also more education and transparency. Brands are offering clinically supported ingredients and combining herbs like chasteberry, dong quai, and evening primrose with vitamins. The nutraceutical market is responding with better packaging, subscription models, and daily wellness routines made for female health.

8. Pet supplements are part of the wellness plan

Pets are family. And now, they are part of the wellness industry too. The pet supplement market in the US is growing and was valued at USD2.5 billion in 2023. Owners are buying supplements for their pets’ joints, digestion, skin, and anxiety.

What used to be a vet’s domain is now available in retail and online stores. Formats include soft chews, drops, and powders. Most buyers want natural ingredients with no fillers. That is why companies are using chamomile, turmeric, and omega-3 oils.

9. Delivery formats are getting smarter

It is not just about what is in the product. It is also about how you take it. Capsules are still common, but new delivery forms are winning attention. Effervescent tablets, liquid shots, oral strips, and gummies are making supplements easier to take.

Microencapsulation and timed-release formats are also improving how ingredients are absorbed. Consumers want fast action, convenience, and good taste. Brands are listening and creating formats that work around busy schedules.

10. Plant-based and organic demand continues

Clean and ethical sourcing still matters. Plant-based nutraceuticals are in demand for all age groups. Vegan, organic, and non-GMO labels are becoming essential. This trend is especially strong among younger consumers.

Products to match consumer’s values

Today’s consumer wants more than basic nutrition and is looking for purpose-driven supplements. They are asking questions and checking labels, making smart choices regarding sustainable packaging, cruelty-free testing, and wanting full transparency.

Vantage Nutrition can enable brands to meet the demands of today’s informed, health-conscious consumer with advanced delivery technologies. The brands that stay ahead will be the ones that offer real benefits, strong science, and formats that fit modern life. Health is now a daily choice and nutraceuticals are driving these choices.