The Vitamin Shoppe’s annual health and wellness trend report has arrived. 

This year, the retailer identified five key trends across the category using sales data from its 635-plus doors and direct-to-consumer business, industry data from Spins and a survey of 2,000 adult consumers done in partnership with Talker Research. The report spans everything from an increased interest in NAD+ supplements to the uptick in high protein snacks.

“These five top trends outlined in our Health & Wellness Trend Report 2025 reflect a consumer focused on optimizing both daily performance and longer-term healthspan,” said Muriel Gonzalez, president of The Vitamin Shoppe, in a statement. “From the innovation of advanced compounds like peptides and NAD+, to the rising demand for convenient, on-the-go protein formats and enjoyable supplement delivery systems, we’re seeing an ongoing shift toward personalized wellness choices that are rooted in scientific efficacy and modern lifestyle integration.”

Here, a look at the top five trends the company has identified for 2025. 

Protein has become more important than ever, but it’s taking a different shape. Consumers are increasingly interested in more enjoyable formats — think drinks and snacks over powders. Specifically, sales of protein drinks increased 20 percent, while bars and snacks increased 28 percent at the retailer, per the report. 

2. NAD+ Goes Mainstream as a Longevity Essential

NAD+ IV drips have gained traction over the last few years thanks to celebrity promotion and the promise of longevity and antiaging benefits. To meet the demand and offer more accessibility, NAD-boosting supplements are also taking off. Searches for the ingredient on the retailer’s website increased by 500 percent, according to the retailer’s report. 

3. Peptides Redefine Muscle Health and Recovery

While peptides have long been a mainstay in skin care for its antiaging benefits, consumers are now seeking the ingredient in supplements. Per the report, peptide searches increased by 550 percent on the retailer’s website. Ingestible peptides could support performance, recovery and muscles.

4. Supplement Delivery Formats Get a Modern Makeover

The Vitamin Shoppe’s report found that 69 percent of Americans take supplements with energy, immunity, cognition and bone health as key areas of concern. However, many are tired of capsules, so a variety of formats are taking hold including sprays, liquids, chews, gummies and more. Liquids in particular grew 50 percent at the retailer, thanks in part to Mary Ruth’s. Creatine gummies, in particular, also grew by 1,300 percent.

5. Shilajit Gets a Second Life With a New Generation of Wellness Seekers

Shilajit, a mineral often formed in mountain terrains and used in Ayurvedic medicine, has been gaining traction at the retailer. According to the report, searches grew by 52 percent, while sales were up 40 percent in the first quarter. Per the report, shilajit users are gravitating toward the ingredient seeking a variety of benefits, including energy, hormone health, bone health and cognitive support.