Vitaquest Publishes 2026 Dietary Supplement Trends Report

Vitaquest International, a contract development and manufacturing organization (CDMO), made its projections for the dietary supplements market in 2026, through its annual Dietary Supplement Trends Report.

This is the third consecutive year the company has published its annual trends forecast. Plant proteins and nootropics will be the hottest ingredients in the coming year, the company noted, and other key growth areas will include sports nutrition, gut health, longevity, women’s health, and hydration.

“With category growth in these areas and rising demand for advanced delivery forms, the market is becoming both more innovative and competitive,” said Patrick Brueggman, president and CEO of Vitaquest. “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.”

Plant-Based Proteins

Plant-based protein is growing, driven by vegans and vegetarians, a lower allergenic potential, and growing sensitivities to dairy, Vitaquest reported. Pea and rice are the most widely-used plant-based proteins and Vitaquest expects them to benefit greatly.

Nootropics

Nootropics to boost memory, focus, and overall brain function are increasingly popular among consumers interested in boosting mental performance, noted Vitaquest. The company noted the strong performance of Rhodiola rosea, which helps the body adapt to physical, emotional, and environmental stressors; Bacopa monnieri, which helps with memory and cognitive performance; and Lion’s Mane mushroom, which promotes cognitive function and mood.

Gut Health

Postbiotics are gaining traction for digestive and immune health, especially given their stability compared to probiotics which enables use in a wider range of formats. Additionally, GLP-1 boosting nutraceuticals, which don’t offer the same appetite suppression as pharmaceutical drugs, are prevalent in the gut health space for weight management and metabolic benefits.

Longevity

Longevity-focused supplements will continue to gain momentum in 2026, Vitaquest projects, especially formulas that boost the production of ATP, support cellular health, modulate inflammation, or enhance muscle protein synthesis. Interest is strong in younger and older adults alike, the company noted.

Women’s Health

Menopause, urinary health, and fertility are driving growth in women’s health supplements, said Vitaquest.

For menopause, natural remedies like Siberian rhubarb, HMR lignan, and black cohosh are popular methods of addressing menopausal symptoms.

Urinary tract issues can be addressed with ingredients like cranberry extract, centaury, and a combination of Lactobacillus rhamnosus and Lactobacillus reuteri.

The fertility market continues to expand as more women focus on reproductive health, and ingredients like chaste berry, maca, and vitamin D have all been associated with improved fertility outcomes in clinical research, said Vitaquest.

Hydration

Hydration supplements continue to see strong interest, from consumers with active lifestyles or those looking to support skin moisture and appearance.

“For those with physically active lifestyles, the foundation of any effective hydration formula remains electrolytes – including sodium, potassium, magnesium, and calcium – which are essential for fluid balance, muscle function, and recovery during and after exercise,” said Lauren Samot, registered dietitian and commercial innovation leader at Vitaquest.

Manufacturing Trends

According to SPINS data, powders (+8%) and capsules (+5.3%) are faster-growing supplement formats, according to data tracked over a 52-week period ending on June 16, 2024. Meanwhile, tablets (-0.9%) and gummies (-8%) are expected to see continued downturns, Vitaquest said.

“For brands looking to optimize product format based on consumer preferences, powders and capsules are currently the most promising conventional options,” said Samot. She noted that consumers don’t like pills, and are seeking alternatives like chewables, effervescents, and fast-melt tablets.

Personalization

Consumers are seeking personalized supplements that cater to unique health needs, said Vitaquest. Services that offer genetic, lifestyle, and microbiome analyses, along with wearable devices, may soon provide guidance on personalized supplements, however, the goal has not been fully achieved yet. In the meantime, consumers are looking for formulas specific to demographic factors, health conditions, and other considerations.