Supplement Consumer Trends

What’s next in supplements? Explore the past behaviors, present rituals, aspirations, and driving forces of supplement consumers with data and insights from Nextin’s latest supplement trends research. With data from our 2024 consumer survey and the latest supply chain insights, we anticipate to the supplement trends of 2025, 2026, 2027, and beyond. With immediate access to rich insights, charts, and consumer data, professionals in the supplement, functional food, and functional beverage categories stay ahead with this future-facing view.

Rooted in our proprietary supplement consumer research, this Nextin Research Package explores emerging and evolving supplement trends, including influential functional ingredients, women's health trends, healthy aging trends, and alternative supplement formats. Nextin supplement research also continues to track the convergence of categories, keeping a pulse on the cross-over among functional foods, beverages, and supplements.

This revelatory supplement research package includes a 25-page Nextin Insights report (PDF), 54 ready-to-use charts and tables (PowerPoint, PDF), and full data set (raw and normalized, Excel) from our 2024 survey of 770 U.S. supplement consumers.

• Supplement Consumption
• Demand-Driving Need-States
• Supplement Format Preferences and Perceptions
• Energy Supplement Consumers
• Bone Health Supplement Consumers
• Immune Support Supplement Consumers
• Functional Foods & Beverages
• Supplement Consumer Psychographics
• Women’s Health
• Healthy Aging
• The Supplement Consumer’s Path to Purchase
• Sources of Information and Influence
• Supplement Shopping Behaviors
• Supplement Consumer Demographics
• Attitudes about Specific Nutraceutical Ingredients

• Nextin Insights: this 25-page supplement trend report illuminates the connections between our 2024 supplement consumer data, nutrition science innovation, and supply chain dynamics for future-facing insights designed to help you anticipate what’s next in supplement market trends.
• Energy Supplement Spotlight, included in the Nextin Insights report, featuring a deeper analysis of energy supplement consumers, their behaviors, and motivations.
• Bone Health Supplement Spotlight, included in the Nextin Insights report, featuring a closer look at bone health supplement consumers, their behaviors, preferences, and motivations.
• Immunity Supplement Spotlight, included in the Nextin Insights report, featuring additional analysis of immune health supplement consumers, their behaviors, and motivations.
• Data from our 2024 supplement consumer survey of 700 U.S. supplement consumers
• Healthy Aging Data explores when, why, and how supplement consumers begin modifying behaviors, including through supplement consumption.
• Women’s Health Data explores women’s health need-states, lifestyle influences, and motivations, such as family history, financial security, and caretaking roles.
• 54 Ready-to-use Charts provided in PowerPoint with embedded Excel data; also provided in PDF
• Data from our 2024 survey of 770 U.S. supplement consumers, comprising more than 150,000 individual data points
• Normalized Data (.XLSX): an individual Excel tab containing a table and chart representative of each question included in this data set
• Raw Data (.XLSX): a single spreadsheet that provides access to thousands of individual data points, offering an opportunity for hundreds of unique data slices

Custom Data Slice +$2,500
Additional data analysis based on a single set of criteria; includes a customized Executive Summary. Get in touch to learn more.

Strategy Consulting +$5,000

Up to 12 hours of consulting from an experienced Strategist in your category. Discuss the possibilities specific to your ingredient, product, or brand. Includes a documented Executive Summary. Learn more about Strategy Consulting.

3 Protocept Renderings +$7,500

Illuminate the possibilities with three (3) digital Protocept Mockups that demonstrate how innovation might come to life in a packaged good. Ideal for use in presentations. Includes a discovery call to identify Protocept direction, with each of the 3 protocepts delivered in .PNG and .JPG formats. See protocept examples or get in touch to learn more.