Supplement manufacturer NOW, in conjunction with market research firm Suzy, conducted a consumer survey to understand supplement shoppers’ wellness priorities heading into 2026.

Supplement use is at an all-time high, with 76% of participants now taking supplements daily and 44% reporeting increased use in 2025 compared to 2024.

The top wellness priorities shoppers were using supplements for included general health (55%), immunity (47%), energy support (44%), stress and mood support (41%), and weight management (35%).

“At a time when consumers are focusing on their health and wellness now more than ever before and relying on supplements to support their wellness goals and fill in nutrition gaps, NOW can be that reliable and affordable brand they reach for,” said DJ Blatner, NOW wellness expert and registered dietitian nutritionist. “NOW is fully transparent when it comes to prioritizing their industry-leading quality protocols, which is imperative when it comes to earning consumer trust. They perform more than 31,000 tests every month from raw ingredients to finished products to ensure what’s on the label is in the bottle, and nothing else. I like to say they’re a total wellness solution anyone can feel good about.”

For general health, Blatner recommended a multivitamin, vitamin D3 + K2 for cardiovascular support, magnesium, omega-3 s, and a probiotic.

For immunity, Blatner recommended NOW’s NAC, Quercetin, & Zinc supplement to support a balanced immune system and promote the formation of glutathione to act as a free radical neutralizer.

For energy support, Blatner recommended NOW Sports Sustained Energy, for a blend of sustained-release caffeine and supportive nutrients, as well as NOW Vitamin B12 Shots, which pack 10,000 mcg of B12 per serving.

For stress and mood support, Blatner recommended NOW Calm & Focus with Zembrin & GABA, which can support mood and cognitive functions like memory and mental flexibility.

To support weight management, Blatner recommended NOW Prebiotic Fiber with Fibersol-2, which may support normal levels of GLP-1 in healthy adults, while NOW Berberine Glucose Support combined with MCT oil can optimize berberine absorption, supporting blood glucose and lipid levels already in a normal range.

Blatner noted that nearly half (44%) of respondents said that they worry about quality and safety, and more than a third (35%) aren’t sure which brands to trust.

“I may be a dietitian recommending supplements, but I’m also a consumer with so many choices in the supplement aisle and online, so there are six checks I do personally and also recommend my clients consider to help them be more educated and confident shoppers,” Blatner said. These checks include:

• Checking for certifications, such as GMP or third-party certification logos like Informed Sport or USDA Organic.
• Avoiding outlandish claims, or listings of “proprietary blends” rather than individual ingredients on a Supplement Facts panel.
• Review product testing information, and avoid brands that don’t share any information on testing and quality. NOW conducts 31,000 tests monthly on raw ingredients and finished products in their third-party ISO accredited labs.
• Look for trademarked ingredients, with strong credibility, safety, and efficacy profiles, supported by clinical research from ingredient suppliers.
• Buy from reliable sources, such as the manufacturer’s website or trusted retailers to ensure product authenticity and proper handling.
• Check for Expert Support, such as whether a brand is backed by trusted experts with credentials, qualified in health and wellness.