CBS news reported that testosterone replacement therapy (TRT) prescription rose from 7.3 million in 2019 to more than 11 million in 2024, and Grand View Research projected that the global testosterone booster supplement market, or ”T boosters,” would grow from $3.74 billion dollars in 2024 to $6.75 billion by 2030.
That market value parallels the popularity of TRT, with 2018-2022 data showing a 27% treated with testosterone. Among individuals 25-to 34-years-old, testosterone use was up 86%.
After the age of 30, testosterone begins to gradually decline in men, affecting libido and sexual satisfaction, lean muscle mass and strength, bone density and risk of fractures, and mood and energy. While some turn to TRT to treat clinically low testosterone levels, also known as hypogonadism, it is not without its side effects, including reduced sperm production, swelling in the body and increased risk of blood clots. Doctors warn that TRT, which comes in injections, oral capsules, topical gels/creams and other forms, is a clinical treatment, not a lifestyle drug.
For men worried about specific side effects, supplements offer either an alternative to the therapy or complementary support to boost testosterone through vitamins, minerals and herbal extracts.
“We’re seeing the testosterone category mirror the GLP‑1 playbook, with both companion products for consumers on TRT and a resurgence of natural alternatives,” said Scott Dicker, senior director of market insights at market research firm SPINS. “Support packs, hormone-focused multis and post-cycle formulas will grow alongside renewed interest in natural boosters built around protein intake, adaptogens, herbal extracts, boron and correcting key nutrient deficiencies like zinc, magnesium and vitamin D.”
Making a case for testosterone support ingredients
Several testosterone alternatives and support ingredients attract attention for their human clinical data supporting efficacy, including Tongkat Ali (Eurycoma longifolia), ashwagandha (Withania somnifera), fenugreek (Trigonella foenum-graecum) and shilajit.
Fenugreek shows promise to modestly increase free testosterone in men by inhibiting the enzymes that convert it into estrogen and dihydrotestosterone (DHT), a much more potent androgen.
Maggie McNamara, vice president of global marketing at Saanroo (previously Gencor), said the company’s testosterone support product Testofen, a standardized extract of Fenugreek, was marketed for over 15 years, gaining global traction around 2008 and 2010 following the publication of key clinical trials highlighting the unique profile of bioactive compounds, specifically furostanolic saponins.
“Saanroo didn’t just use any fenugreek; they developed a proprietary process to standardize it to a matrix of saponin glycosides called Fenuside,” McNamara said. “This ensures consistent potency that generic fenugreek lacks.”
She explained that saponins are believed to serve as precursors for the synthesis of sex hormones. Specifically, they help increase free testosterone by displacing it from sex hormone-binding globulin (SHBG), supporting androgenic and anabolic activity.
“Fenugreek was chosen because it bridges the gap between sports nutrition (muscle mass and strength) and men’s health (libido and symptoms of andropause), and as such offers brands a dual-purpose ingredient,” McNamara added.
Saanroo launched another testosterone support product, Tesnor, in September 2020. It is a proprietary herbal combination of Cocoa bean (Theobroma cacao) and Pomegranate peel (Punica granatum) extracts.
Ashwagandha is another ingredient that shows some reasonable, evidence-backed potential to increase testosterone levels primarily by lowering cortisol. Arjuna Natural positions its Shoden Ashwagandha as a potent ashwagandha extract proven to increase men’s vitality and testosterone with clinical data from three studies. In one of those studies, researchers examined two dosage treatments over 60 days in a double-blind design with a placebo control. The group taking 120 mg of Shoden daily experienced a 33% increase in testosterone.
Ixoreal Biomed’s KSM-66 Ashwagandha is also backed by studies demonstrating efficacy for testosterone support and was approved in Canada for health claims that include stress reduction, sport nutrition benefits and healthy testosterone support in 2014.
“The Canadian regulatory environment is very challenging, but it rewards good science,” Michael Chernyak, president of Toronto-based CK Ingredients, which distributes KSM-66 Ashwagandha in the Canadian market, said at the time. “If you have a unique product in a category with some unique clinical data, then enhanced claims are possible.”
As for Tongkat ali, an herbal supplement derived from a shrub native to Southeast Asia, several studies evidence mild increases in testosterone levels in humans, usually requiring weeks for a “full response and with no increase in free testosterone levels or in sex hormone binding globulin,” according to National Institutes of Health researchers.
Additionally, research into saw palmetto indicated that supplementation increased muscle endurance, sperm counts and testosterone biosynthesis, or the process creating complex molecules in the body, through hormonal regulation.
Despite evidence of efficacy, Thomas Beadnall, nutritionist and supplement industry advisor, said some VMS supplements addressing testosterone boosting may have limited benefits.
“Zinc and vitamin D remain foundational but appear to have effects only when depleted [in the body],” he said. “If zinc levels are already normal, extra zinc doesn’t necessarily mean extra testosterone, so we have to remember that.”
There is ongoing debate about whether testosterone alternatives and T boosters are entirely efficacious.
Researchers out of the University of Southern California found that of the 90% of T boosters claiming to increase testosterone, only about 25% had data to support those claims. Moreover, scientists found that over 10% of supplements contained components demonstrating a negative effect on testosterone.
Beadnall said supplement brands should consider indirect approaches to enhancing lifestyle changes in men.
“What I find quite interesting is the move toward combination approaches that address the upstream drivers, for example stress, sleep quality, metabolic health and cellular health, rather than trying to directly ‘boost’ testosterone levels,” he added. “That’s where the more credible positioning lives in my opinion. The broader point I’d make is that men’s health is about to get more nuanced attention it deserves, but the supplement industry needs to resist the temptation to reduce it to just testosterone.”
One company that has taken that approach is Maypro. Its VasoDrive-AP is comprised of two casein‑derived lactotripeptides, which the company says support healthy vascular function through two avenues: inhibiting an enzyme involved in the constriction of blood vessels and encouraging nitric oxide production, which promotes vascular relaxation. These actions reportedly work synergistically to help maintain arterial flexibility and support healthy blood flow for better sexual function, physical performance and overall energy. Maypro cites more than 30 clinical human studies supporting its cardiovascular benefits, with VasoDrive-AP shown to improve vascular rigidity, vasodilation, blood flow and LDL cholesterol.
A broader approach for hormone support
Brands are taking a moment to position testosterone support supplements as exactly that. Rather than marketing these supplements as quick-fix T boosters, companies like Momentous position its Tongkat Ali supplement as a science-backed, naturally derived product for supporting healthy hormone metabolism, energy, mood and physical performance.
It frames the product as part of a broader approach to health that works best alongside quality sleep, nutrition and training, according to Tyler Roof, a performance dietitian at Momentous. He explained that Tongkat Ali works through multiple pathways to reduce cortisol levels and improve mood and reduce fatigue.
Its Male Hormone Support Bundle pairs Tongkat Ali with zinc picolinate, an essential mineral involved in hormone production and enzyme activity.
In 2019, supplement company YouTheory introduced a product made primarily with shilajit, a resinous substance found in Himalayan rocks, to have broad gender appeal. Terry Kitagawa, senior innovation and education sales planning manager at YouTheory, said the product combines centuries of traditional use with modern scientific validation, providing a naturally powerful way to support cellular energy, nutrient absorption, stamina and endurance, and healthy testosterone levels.
“We position our shilajit as a natural Ayurvedic solution for maintaining a broad, gender‑neutral wellness foundation, while also clearly defining men’s‑specific benefits where appropriate,” Kitagawa said. “This captures the versatility of shilajit and showcases its versatility to all genders while also capturing its relevance for men’s health.”
At The Vitamin Shoppe, testosterone support products represent a majority of its men’s health sales, and the retailer continues to expand its supplement offerings in the category.
“Gorilla Mind Sigma remains one of the top-selling SKUs in the department, with other key drivers coming from Transparent Labs and Bucked Up,” said Sarah Davis, associate buyer for men’s health at The Vitamin Shoppe. “The New MuscleTech T-10 Test Peptide has done well right out of the gate, and we’re excited to see how it performs as consumers become more educated about peptides. We’re also starting to see other key ingredients combined with testosterone support formulas, such as creatine plus testosterone, or testosterone with added libido functions.”
In 2024, The Vitamin Shoppe partnered with Marius Pharmaceuticals, branching out into the drug space to provide customers access to Kyzatrex (testosterone undecanoate) CIII capsules. Access to the drug was part of The Vitamin Shoppe’s Whole Health Rx telehealth platform, which was a holistic solution to join prescription medications, supplements and clinical health guidance in one spot. Combining health solutions for testosterone optimization is part of a new standard, according to Dicker of SPINS.
“The broader takeaway is that pharmaceutical normalization through GLP-1s, biomarker tracking through advanced bloodwork and fitness/health tracking devices, and social momentum are making hormone optimization mainstream—creating a clear opportunity for natural products to play both supportive and competitive roles,” he said.