2025 Dietary Supplement Trends: A Look at the Future of Health and Wellness

The dietary supplement industry is set for a wave of growth and innovation in 2025, propelled by advancements in technology, heightened external pressures, shifting consumer demands, and a rising commitment to personal health ownership. Brands are now investing more deeply in understanding their audiences, creating product lines that resonate with specific health needs and deliver solutions tailored to individual lifestyles. Today’s health-conscious consumers want supplements that bridge nutritional gaps, support holistic well-being, and enhance their overall quality of life—whether through personalized nutrition, immunity support, or gut health enhancement. Below are the key trends expected to shape the industry in 2025, providing insights into how supplements are evolving to meet the needs of a diverse, informed, and proactive consumer base.

Personalized Nutrition: Precision Solutions to Address Nutritional Gaps

Personalized nutrition is transforming the dietary supplements industry by enabling consumers to address their unique nutritional needs through customized solutions. Today, many people seek supplement regimens tailored to their specific dietary requirements, health goals, and even their biological makeup. Advancements in technology—such as DNA testing and AI-driven health assessments—provide unprecedented insights, allowing consumers to pinpoint their nutritional gaps with greater precision. This has driven demand for supplements that address individual deficiencies, like lutein for eye health or dietary fiber for digestive wellness, all informed by each person’s genetic profile and health markers. This trend is also rooted in consumers’ concerns about the limited availability of affordable, nutritious food and their growing desire for control over their health journey.¹

More than half of global consumers report finding the concept of nutrition genetic testing appealing. Of these, 72% express a willingness to try it,² highlighting a significant trend toward personalized nutrition solutions. By focusing on highly specific health needs, personalized nutrition strengthens the relationship between the brand and the consumer, resulting in greater consumer satisfaction and loyalty. In an era where consumers value highly targeted health solutions, products that offer this level of customization stand out, attracting a dedicated consumer base that values efficacy and relevance in their health products.

Gut Health: A New Generation of Biotics for Digestive and Holistic Wellness

Gut health has solidified its position as a cornerstone for multifunctional products³, with a growing body of research linking digestive wellness to overall health. Almost 70% of consumers globally acknowledge the relationship between digestive health and long-term wellness, and more than 64% recognize a strong connection between gut health and emotional well-being.⁴ This heightened awareness has increased demand for products in the biotics category, paving the way for a new generation of ingredients, including prebiotics, postbiotics, and short-chain fatty acids (SCFAs), which offer benefits that extend beyond digestion.

 By focusing on these needs, brands can connect with consumers seeking a comprehensive approach to health, where gut wellness plays a pivotal role in mental clarity, emotional resilience, and physical well-being.

Women’s Health: Authentic Connections Through Health-Focused Brands

Women’s health continues to be a defining segment within the wellness industry. As consumers become more discerning, brands face increased pressure to provide products that offer not only precise solutions for women’s unique health needs but also foster transparency, evidence-backed efficacy, and meaningful impact. Although it remains uncertain whether women’s health will develop into a “mega category” in the future, the industry is increasingly focused on creating solutions that recognize women’s evolving health journeys.

As brands work to de-stigmatize discussions around reproductive and hormonal health, the women’s health segment is poised to evolve into an inclusive space that celebrates each woman’s unique health needs.^5-6

Children’s Health: Building a Foundation for Future Wellness

Children’s health is an emerging priority in the supplement industry, with parents increasingly focused on supporting their children’s physical, cognitive, and emotional development. Supplements targeting areas such as eye health, cognitive growth, and physical resilience are gaining traction as parents seek comprehensive health solutions for their children.⁷ Partnering with trusted brands that prioritize children’s wellness is crucial, as parents navigate the often-challenging landscape of health products to provide the best foundation for their children.

Immunity 3.0: Energy, Resilience, and Optimal Well-being

In 2025, immune health remains a high priority for consumers, yet perceptions are shifting. Instead of viewing immunity purely in terms of defense against viruses or germs, consumers are now evaluating their immune health through indicators like energy levels, resilience, and overall vitality.¹⁰ This shift reflects a more nuanced understanding of immunity, one that emphasizes maintaining energy, recovering quickly, and minimizing downtime as key markers of immune health.

Brands have a unique opportunity to address this demand by developing supplements that not only bolster immune defenses but also support daily energy and resilience. By emphasizing a broader spectrum of immune health benefits, brands can engage consumers who prioritize consistent vitality, helping them feel their best every day. Educating consumers on the full potential of immune health—from enhanced resilience to daily vitality—can help brands build trust and differentiate themselves as forward-thinking leaders in the wellness space.

Mental Wellness: Prioritizing Cognitive Health and Emotional Resilience

Mental wellness has taken center stage in overall health, with consumers increasingly looking to natural solutions that support cognitive function, mood, and emotional balance. More than 63% of consumers believe that cognitive health is linked to general well-being¹¹ which has spurred interest in nootropics—cognitive enhancers that improve memory, focus, and mood. As remote work and screen time become more prevalent, consumers are facing increased mental fatigue, fueling demand for supplements that support mental clarity and resilience.

By positioning themselves as advocates for mental and physical wellness, brands can build lasting connections with consumers who value a comprehensive approach to their health.

Embracing a Healthier Future

As we move into 2025, these dietary supplement trends showcase the industry’s commitment to addressing diverse consumer needs and promoting holistic wellness. By adapting to evolving demands for personalized, transparent, and comprehensive health solutions, brands can establish themselves as leaders in the wellness landscape. With continuous innovation and commitment to quality, the future of dietary supplements promises to make a lasting impact on health-conscious consumers seeking meaningful, targeted solutions.

Explore Kemin’s Ingredient Portfolio

Curious to see how these trends align with Kemin’s offerings? Our diverse range of high-quality, scientifically backed ingredients spans across categories from immunity and gut health to mental wellness and beauty from within. Browse our ingredient portfolio to discover how we can help you meet the evolving needs of today’s health-conscious consumers, delivering impactful, science-based solutions that support a healthier future.

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References:

1. https://www.innovamarketinsights.com/trends/consumer-trends-2025/
2. FMCG Gurus Consumer Attitudes and Behaviour Towards their Digestive Health, Global Survey 2024
3. Euromonitor: The World Market for Consumer Health - October 2024
4. FMCG Gurus Consumer Attitudes and Behaviour Towards their Digestive Health, Global Survey 2024
5. FMCG Gurus Women’s Health Global Report 2024
6. Euromonitor - The Rise of Women’s Health: Innovation and Inspiration in Consumer Health - June 2024
7. https://www.newhope.com/natural-product-trends/trend-spotlight-children-s-health-supplements-are-booming-analysis
8. https://www.scripps.org/news_items/5938-top-6-concerns-parents-have-about-their-children-s-health
9. 2023 University of Michigan C.S. Mott Children’s Hospital National Poll on Children’s Health  https://mottpoll.org/reports/overuse-devices-and-social-media-top-parent-concerns
10. FMCG Gurus Immunity Health Trends in Europe 2024
11. FMCG Gurus Cognitive Health Global Survey 2024
12. Euromonitor Voice of the Consumer: Health and Nutrition Survey, fielded February 2023