Vitaquest identifies top dietary supplement trends for 2026 in annual report

Vitaquest, a contract development and manufacturing organization (CDMO), has released its Top 2026 Dietary Supplement Trends report, identifying areas of emerging categories, ingredients, and delivery formats. The two major supplement categories are plant-based proteins and nootropics, with sports nutrition, gut health, longevity, women’s health and hydration listed as other notable areas of growth.

“With category growth in these areas and rising demand for advanced delivery forms, the market is becoming both more innovative and competitive,” stated Patrick Brueggman, president and chief executive officer of Vitaquest, in a July 7, 2025, press release¹. “Increasingly informed consumers favor products combining efficacy, transparency, and convenience. By aligning product development with emerging science, evolving consumer preferences, and validated quality standards, companies can position themselves for success in the next wave of supplement innovation.”

The press release summarized the reasons behind the growing interest in the categories:

• Interest in plant protein supplements stems from their smaller environmental impact and appeal to certain diets and food sensitivities. Pea and rice protein are listed as the most commonly used.
• Mental performance, including memory, focus, and brain function, are the factors that interest consumers most for nootropic supplement use. Commonly used nootropics include Rhodiola rosea, Bacopa monnieri, and Lion’s Mane mushroom.
• Postbiotics are gaining interest for immune and gut health support, and due to their ability to be used in various delivery formats as well as alongside other nutraceuticals.
• Consumers, mostly older adults but some younger generations, are seeking healthy aging supplements for longer lives. These supplements support cell healthy, muscle protein synthesis, and regulate inflammation.
• Three areas within women’s health are gaining interest: menopause, urinary tract health, and fertility. Supplements such as Siberian rhubarb, HMR lignan, and black cohosh are seen as potential support for menopause symptoms. Cranberry extract, centaury, and a combination of Lactobacillus rhamnosus and Lactobacillus reuteri are used in urinary tract health supplements. Additionally, clinical research has reportedly supported chaste berry, maca, and vitamin D for fertility support.
• Hydration interest is driven by needs to support active lifestyles as well as skin health

The report also noted that nutraceuticals claiming to stimulate GLP-1 production are also gaining popularity for weight management.

Additionally, delivery format trends, according to SPINS sales data from 2024, noted an increase in interest for capsules and powders, while gummies and tablets were declining. Lauren Samot, RD, Commercial Innovation Leader at Vitaquest, identified pill fatigue and challenges in swallowing pills as some of the reasons consumers are seeking easy to consume formats such as chewable, fast-melt, and effervescent.

Individualized supplements, such as ones targeted to demographics and specific health needs, are also areas of consumer interest.

This is the third annual supplement trends report Vitaquest has released.