As part of Nutraceuticals World’s 2026 State of the Industry review, Sheldon Baker, CEO of Baker Dillon Group, outlines how AI, new delivery formats, and transparency are transforming supplement research and development. He highlights advances in clean-label formulation and wearable technology, alongside a growing focus on sustainability and science.

Over the past 12 months, key science market trends have included the integration of cutting-edge AI and automation to speed up research and manufacturing. Research is heavily focused on specific health concerns beyond general wellness, especially gut health, cognitive function, and mental wellness, as well as immune support and healthy aging.

R&D continues to innovate delivery formats. Beyond traditional capsules, companies are developing more palatable and convenient options like chewables and lickables. 

Ethical and environmental concerns are influencing R&D priorities. Companies are investing in sustainable sourcing, eco-friendly packaging, and greater supply chain transparency to meet consumer expectations for responsible practices. 

A greater number of consumers are seeking natural, plant-based, and organic ingredients, driving R&D towards developing clean-label products. Ingredients like ashwagandha, probiotics, and plant proteins are gaining significant traction.

To enhance innovation and share resources, companies are increasingly forming partnerships with academic institutions and research centers, facilitating access to advanced tools and diverse expertise. 

The market for global wearable technology is experiencing significant expansion. The overall market size is growing substantially. While smartwatches continue to hold the largest market share by product category, the growth rates in specialized segments like hearables and healthcare applications indicate where the most dynamic expansion is expected in the coming years.