Consumers Seek Transparency, Proprietary Ingredients From Supplements

The Vitamin Shoppe’s latest trend report shows consumers are increasingly demanding more science, quality and trust from supplement makers

Consumers are getting more intentional about their supplement routines, on both ends of the spectrum.

The supplement industry is growing fast. New brands and trends pop up every day, making whiplash inevitable as competitors and consumers look to keep up with its evolving landscape.

That’s according to Vitamin Shoppe’s newly released 2026 Health & Wellness Trend Report, which breaks down the key trends shaping the industry, drawing on proprietary retail sales and search data from more than 640 of The Vitamin Shoppe’s stores and its website, along with a nationwide survey of 2,000 U.S. adults conducted by Talker Research.

Per the report, there’s a greater level of intentionality among consumers about what they want from their supplements, with 44% of saying they want to simplify their routines, while 21% are looking to optimize further.

Across all generations, half of those surveyed feel empowered by the increasing amount of wellness information and tools available today, but 33% feel overwhelmed and fatigued by it all, with men more likely to feel empowered (59%) than women (46%).

Here are The Vitamin Shoppe’s top five health and wellness trends for 2026.

Fiber Takes Over

TikTok has spurred a fiber revolution like nothing else. Nowadays, it’s not uncommon for consumers to find fiber added to their sodas, ice cream and snacks as gut health becomes one of the top health and nutrition trends. 

According to the report, fiber category sales at The Vitamin Shoppe have increased 20% year-to-date, while searches for “fiber” have risen 59% and “psyllium husk” by 150% on the brand’s website. Nearly 70% of Americans have also reported actively trying to expand their fiber intake through food, supplements or both.

Liver Health Emerges

Detoxes have long been trendy, and this year it’s all about the liver, with consumers viewing cleanses as an important element of long-term metabolic wellness, vitality and healthy aging.

Searches for “liver health” on the website have jumped seven-fold this year, while liver cleanse sales have almost doubled. 

The brand revealed that one of the key drivers of growth has been the liquid supplement brand Dose, which boosted sales over 160% this year and now accounts for more than 60% of all liver health sales at The Vitamin Shoppe. More than half of respondents pointed to liver health as “very important” to their overall wellness.

Trademarked Ingredients Are in Demand

As consumers increasingly scrutinize what they put into their bodies, ingredient quality has become top of mind. It seems brands boasting trademarked ingredients, like KSM-66, Magtein and Niagen signal high quality and scientific backing, the report found.

Nearly two-thirds of consumers say they trust trademarked ingredients more than generic alternatives. The Vitamin Shoppe has seen searches for sought-after branded ingredients like Creapure, a German-manufactured form of creatine monohydrate, and PeptiStrong, a plant-based peptide derived from fava beans, grow by up to 400% this year.

Transparency Gives Brands a Competitive Edge

Today’s consumers aren’t so easily swayed by catchy slogans and marketing campaigns, especially as consumers struggle to know who to trust among a saturated market of supplements.

Now, potential customers are looking for transparency and proof in the form of full ingredient disclosure on labels, evidence of clinically effective dosages,and easy access to third-party certifications and formula standards, the report found.

Nearly half (47%) of consumers have decided not to purchase a supplement because the label or formula lacked sufficient transparency. 

But brands can overcome that with seamless verification via QR codes, Certificate of Analysis portals and traceability tools that allow consumers to access batch-specific testing results and quality documentation immediately.

Flavor Appeal

If you pay attention to the supplement aisle, you’ll notice new flavors and formulas meant to catch the eye and intrigue consumers through unique experiences.

More than half of consumers say flavor meaningfully influences their supplement purchases, reflected in The Vitamin Shoppe’s data: the sports nutrition brands best known for memorable flavors are posting double-digit sales growth at the chain.

It’s not uncommon to see candy-inspired pre-workouts and soda-flavored energy drinks, or key lime pie protein bars and cereal milk protein powders, as flavor has become integral to product innovation.