U.S. dietary supplements market set for strong growth
The expansion reflects rising consumer awareness of nutrition, immunity, wellness, and an aging population seeking products for chronic conditions and healthy aging.
Supplements
U.S. probiotic supplements market set for steady growth
U.S. retailers face growing demand for transparency in strain labeling and CFU counts among informed supplement consumers.
California Gold Nutrition Sport Pure Creatine Monohydrate named top creatine in new report
The publisher highlighted creatine monohydrate’s clinical support for strength, high-intensity performance, and lean body mass when combined with resistance training. It also emphasized manufacturing transparency and controlled distribution as key in selecting top products.
Host Defense Mushrooms launches Grateful Dead Gummies
The launch marks the iconic band’s first partnership in the wellness supplement category.
Probiotic ingredients market to hit $14.7 million by 2036
For U.S. retailers, probiotics are no longer limited to a niche supplement market.
CRN opposes California protein powder bill
This legislation introduces new testing, disclosure, and labeling rules for protein powder and concentrated proteins sold in California.
GNC expands premium supplement selection with High Level Science partnership
Introducing two cardiologist-formulated products to nearly 1,000 stores and GNC.com as part of The Drop, GNC’s innovation platform.
Performance nutrition gains ground as sports nutrition market grows
In the U.S., growth is driven by mainstream retail and pharmacy channels, as sports nutrition products expand beyond specialty stores.
Lemme expands women’s wellness footprint at Target
The new SKUs, which launched on Feb. 1, are available exclusively in Target stores across the country and on Target.com.
Nutraceutical Gummies Market to double by 2030 due to U.S. demand
The report highlights online and direct-to-consumer channels as the fastest-growing sales segment, driven by subscription models, broader product range, and increased digital health engagement.
Black Girl Vitamins launches “Black Art Is Wellness” campaign for Black History Month Centennial
The campaign showcases the brand’s focus on purpose-driven wellness for Black women and features artists who emphasize healing, self-expression, and empowerment.
Vital Proteins puts backstage talent first during Fashion Week with “Vital Diner”
A collagen-infused pop-up celebrating the people who power Fashion Week, with a “major” collaboration from Patrick Ta.
Global collagen supplement market forecast to reach $3.3B by 2035
The United States remains the largest market, driven by high consumer spending and rapid adoption of nutricosmetics in retail channels.
The #1 multivitamin caplets on TikTok - Rainbow Light Women’s One and Men’s One
Rainbow Light’s multivitamins are resonating with a new generation of shoppers seeking thoughtfully formulated nutrition.
Beyond Gyms: U.S. protein powders go mainstream
Experts identify increasing demand in medical nutrition therapy, healthy aging, and weight management as key factors driving growth.
NOW Survey: Supplement use hits record levels as shoppers focus on wellness in 2026
For retailers and pharmacists, the findings underscore the opportunity to educate shoppers as interest in supplements rises in 2026.