NOW Survey: Supplement use hits record levels as shoppers focus on wellness in 2026

BLOOMINGDALE, Ill. — A recent consumer survey commissioned by NOW reveals that supplement use is at an all-time high approaching 2026, highlighting increasing consumer focus on proactive, holistic health and the vital role of trust and transparency at retail.

According to a survey (Suzy.com, September 2025), 76% of respondents now take supplements daily, and 44% increased their use in 2025 compared to 2024. When asked to rank their health priorities for the year ahead, consumers listed general health (55%), immune health (47%), energy support (44%), stress and mood support (41%), and weight management (35%).

“At a time when consumers are relying more on supplements to support wellness goals and fill nutrition gaps, trust in quality and transparency matters more than ever,” said DJ Blatner, NOW wellness expert and registered dietitian nutritionist. Blatner emphasized that NOW’s quality protocols, which include over 31,000 tests each month on raw ingredients and finished products, are crucial for building shopper confidence.

Starter kits and targeted solutions. To help simplify the category for shoppers, Blatner recommends a foundational “starter kit” approach centered around core needs such as a multivitamin, vitamin D, magnesium, omega-3s, and a probiotic, with additional products added based on specific priorities like immunity, energy, stress, and weight management.

Safety concerns remain a barrier. Despite increased usage, the survey found that 44% of respondents worry about supplement safety and quality, and 35% are unsure which brands to trust. Blatner recommends that consumers look for GMP and third-party certifications, avoid exaggerated claims or proprietary blends, review testing disclosures, seek trademarked ingredients backed by research, buy from reputable retailers, and verify expert credentials.

For retailers and pharmacists, the findings reinforce the opportunity to educate shoppers, highlight quality standards, and guide consumers toward credible brands as supplement interest continues to grow in 2026.