A heightened focus on personalized regimens is driving daily supplement usage patterns, according to NOW’s recently released consumer survey results. The data revealed foundational categories like multivitamins still anchor supplement routines, but overall market growth is being shaped by targeting specific health needs and lingering consumer quality concerns in 2026.
Over three-quarters of respondents affirmed they use nutritional supplements every day, a finding that, illustrates a noteworthy shift in consumer behavior, Kim Perkins, vitamin category manager at NOW, told NutraIngredients. “They see supplements providing the support they need to fill nutritional gaps and meet their health priorities and goals,” she said, indicating health product buyers are increasingly “prioritizing a holistic approach to their daily routines.”
For industry stakeholders, supplements’ evolution from “nice-to-haves” to “essential support” is a crucial distinction when addressing R&D, formulation, and marketing strategies. The growing popularity of multifunctional products, for example, is also evidence of this shift.
Targeted health needs drive portfolio growth
The survey also found that 44% of respondents reported taking more supplements than the year before, a likely byproduct of consistent expansion in brand supplement portfolios.
Perkins attributed that growth to the diversification of consumer health priorities. “Our survey found that behind general health, consumers are prioritizing supplement use to support immune health, energy and gut health and digestion,” she said, noting that stress and mood support, sleep and heart health were also cited by more than 30% of respondents.
Those priorities are showing up in category performance. “This aligns with our 2025 sales data, where minerals like magnesium, nutritional oils, as well as fiber, cholesterol and cardiovascular and greens supplements saw substantial growth,” Perkins said.
Weight management is also gaining traction, with survey results reporting “an 11% increase in projected usage from 2025 to 2026,” Perkins said. “Consumers are seeking GLP-1 alternatives, and our berberine SKUs continue to be top sellers.”
Foundational categories remain central
Despite this category diversification, the survey showed that multivitamins, vitamin D, magnesium, probiotics and omega-3s remain among the most commonly used supplements.
“These supplements are what NOW’s longtime wellness expert and registered dietitian nutritionist DJ Blatner calls her supplement starter kit,” Perkins said. “For those new to taking supplements or looking for strong foundational support, these are the supplements she recommends as a baseline.”
Perkins added that some of these categories are increasingly used alongside pharmaceutical therapies. “Categories like multivitamins and probiotics are important companions for those on GLP-1s,” she said, adding that growth will depend in part on format innovation. “Expanding usage opportunities and formats to meet personal preferences will be key.”
While the survey results point to sustained demand overall as consumers continue to “take a personalized approach to their health from a holistic lens,” Perkins said, they also highlight ongoing concerns that manufacturers cannot ignore. Nearly half of the respondents reported concerns about safety and quality, and more than one-third said they are unsure which brands to trust.
Those concerns carry implications across the supply chain. “Manufacturers should continue to help empower consumers to be educated and confident supplement shoppers,” Perkins said. “This includes being transparent in all aspects of the manufacturing and testing processes, from raw ingredients to finished products, so consumers can feel confident that what’s on the label is in the bottle.”
