Fiber, liver health, transparency, trademarked ingredients and flavor are shaping the dietary supplements market, according to The Vitamin Shoppe’s Health & Wellness Trend Report 2026.

Based on data from more than 640 stores and a survey of 2000 US adults, the report found consumers prioritise scientific evidence, transparency and product experience when selecting supplements.

Fibre supplements are one of the categories showing growth. Consumer interest has expanded beyond digestive health to the gut microbiome and metabolic health, alongside the ‘fibermaxxing’ trend on TikTok. Nearly 70 per cent of respondents reported increasing fiber intake through food or supplements.

Liver health is also receiving greater attention. Respondents describe it as part of longer-term health maintenance rather than detoxification. More than half say it is important to their overall health.

The report also found higher trust in trademarked ingredients, with nearly two-thirds of respondents preferring them over generic alternatives.

Transparency is another purchasing factor, with consumers seeking ingredient disclosure, effective dosages and third-party certifications. The survey found that 47 per cent of respondents had not purchased a supplement due to insufficient information on the label or formulation.

Flavor is becoming a key factor as formulations become more uniform. Brands are creating flavors based on confectionery, soft drinks and desserts. More than half of respondents said flavor affects purchasing decisions.

The report also found that many consumers are simplifying their health routines. Among those planning to change habits, 44 per cent focus on sleep, physical activity, hydration and nutrition. Another 21 per cent pursue more advanced optimization strategies.

Access to health information and digital tools has also affected consumer behavior. Half of respondents said they feel more empowered by health information, while one-third said they feel overwhelmed.

Differences by generation are also recorded, with 70 per cent of Gen Z reporting pressure to keep up with health trends, compared with 31 per cent of Baby Boomers. More than half of Gen Z reported frequent ‘health Fomo’. 

“This year’s report reflects the contrasting dynamics of today’s consumer, who is increasingly informed and discerning,” said Sharon Leite, CEO of The Vitamin Shoppe.

She said innovation remains important, but credibility is now the key differentiator. Consumers are seeking products that combine scientific validation, transparent sourcing, trusted ingredients and ease of use in daily routines.

• Further reading: The Vitamin Shoppe debuts AI-powered advisor in NYC store.