The Vitamin Shoppe’s 2026 Health & Wellness Trend Report suggests shoppers are taking a more informed approach to their purchasing decisions by researching ingredients, recognizing the value of branded and trademarked raw materials, expecting greater scientific substantiation and transparency and embracing preventive health strategies over reactive solutions. Consumers also continue to value products that fit seamlessly into their lifestyles, with factors like flavor and convenience playing an important role in long-term adherence.
Despite having access to more wellness information than ever before, consumers remain divided over whether the amount of resources is helping or hindering their health decisions. Half of respondents said they feel empowered by the growing amount of information and tools available, while one-third reported feeling overwhelmed and fatigued.
The findings are based on proprietary retail sales and search data from more than 640 The Vitamin Shoppe stores and vitaminshoppe.com, as well as an exclusive survey of 2,000 U.S. adults conducted by Talker Research. Together, the data highlights five key trends shaping the supplement industry in 2026:
“This year’s report reflects the contrasting dynamics of today’s consumer, who is increasingly informed, discerning and selective,” said Sharon Leite, CEO, The Vitamin Shoppe. “Innovation still matters, but credibility has become the ultimate differentiator. Consumers are gravitating toward products that combine scientific validation, transparent sourcing, trusted ingredients, and seamless integration into everyday life. The result is an industry that is becoming both more sophisticated and more grounded in practical outcomes.”
Across the five trends, the report identifies several overarching themes, including a return to foundational wellness through fiber and liver health, growing consumer recognition of trademarked ingredients as markers of quality, increased demand for transparency in formulation and sourcing as well as flavor innovation as a driver of product discovery and repeat purchases.
Foundational wellness
One of the biggest takeaways is consumers’ renewed focus on foundational wellness. Once viewed primarily as a digestive aid, fiber has become one of the fastest-growing categories at The Vitamin Shoppe, fueled by growing awareness of gut health, TikTok’s "fibermaxxing" trend and interest in metabolic health. Searches for “fiber” increased 59% year over year, with searches for “psyllium husk” up 150% and accounting for 40% of total fiber sales at The Vitamin Shoppe.
Liver health is also having a moment. Rather than short-term detox products, consumers are increasingly incorporating liver supplements into daily routines focused on metabolism, energy and preventive health. Searches for “liver health” jumped nearly 700% year to date, while sales in the liver cleanse category nearly doubled.
“Rather than viewing the liver only through the lens of alcohol consumption, consumers now recognize its central role in metabolism, energy production, digestion, nutrient processing, and overall wellness,” said Brittany Michels, RDN, The Vitamin Shoppe. “Consumers are becoming more proactive about monitoring health markers, including those of the liver, through routine bloodwork.”
Transparency, trademarks and trust
Nearly two-thirds (63%) of survey respondents said they strongly or somewhat agreed that they trust trademarked ingredients more than generic alternatives, reflecting growing consumer recognition of branded ingredients as markers of quality, consistency and scientific validation.
That heightened scrutiny extends beyond ingredient branding. The report also suggests consumers are looking more closely at what’s inside the bottle, with growing demand for third-party certifications, clinically studied ingredients and full-label disclosure. The emphasis on independent verification is particularly evident in sports nutrition and performance products, where certifications such as NSF Certified for Sport are becoming increasingly important differentiators for athletes and other performance-focused consumers.
“Products featuring trademarked and clinically differentiated ingredients consistently rank among our top-performing SKUs, indicating clear and growing consumer demand for trusted, ingredient-led formulations.”
—Muriel Gonzalez, president, The Vitamin Shoppe
Transparency has become a key purchase driver. Nearly half of respondents said they would not purchase a supplement if the label or formulation lacked sufficient transparency. Consumers increasingly expect full ingredient disclosure, third-party certifications and greater visibility into sourcing and manufacturing practices, the report noted.
The emphasis on transparency and informed purchasing also aligns with The Vitamin Shoppe’s broader retail strategy. Earlier this year, the retailer introduced AI-powered shopping tools designed to help consumers compare products and better understand ingredient formulations.
According to the report, searches for trademarked ingredients like KSM-66 and Magtein rose about 200% this year and searches for Creapure and PeptiStrong were up around 400% on vitaminshoppe.com.
Flavor drives discovery and compliance
While efficacy continues to be the foundation of product development, the report suggests flavor is becoming increasingly important in driving product discovery and repeat purchases. Consumers expressed growing interest in novel flavor profiles ranging from tropical fruit and citrus to cereal- and candy-inspired offerings, with the report arguing that taste can improve adherence in categories such as protein, hydration and sports nutrition.
“New or limited-edition flavors help drive trial and excitement, while consistent core flavors build repeat purchases and long-term loyalty,” said Jack Gayton, VP and general merchandise manager, The Vitamin Shoppe. “Seasonal launches create a sense of urgency, and collaborations with iconic brands—like GHOST Energy and Bubblicious—tap into nostalgia in a way that encourages consumers to try something new from their usual routine."
That sentiment mirrors comments shared during a recent NutraCast episode with Liquid I.V.’s R&D chief, who said nostalgic flavors are designed to evoke positive memories while supporting long-term product adherence—a strategy that aligns with the report’s conclusion that taste is becoming an important driver of repeat purchases.
While the report identifies five distinct trends, they all point to the same underlying shift: today’s supplement consumer is more informed, more selective and more intentional. The report also cites SPINS data showing total U.S. supplement industry sales increased more than 11% for the 12 months ending February 2026, underscoring continued momentum across the category. As the wellness marketplace continues to expand, brands that can combine scientific substantiation, transparency and an engaging consumer experience are likely to be best positioned to earn long-term consumer trust.
