The U.S. wellness market is worth more than $500 billion and is growing by as much as 10% per year, according to McKinsey & Company. Eighty-four percent of U.S. consumers now consider wellness a top or important priority in their everyday lives.

Meanwhile, the U.S. dietary supplement market is valued at approximately $70 billion, with consumers incorporating proactive, preventive health solutions into their daily routines. Momentum has grown in recent years across areas including women’s health, gut health, hydration, performance nutrition, cognitive health, and healthy aging. Expect these key markets to continue attracting consumers focused on optimizing their healthspan. As companies chart their path for the year ahead, here are some other areas of interest we’ll be watching closely.

GLP-1 Implications

This new category of weight loss medications, which now includes oral dosage forms, has wide-ranging effects on public health. In many cases, these drugs are completely rewiring consumers’ relationship with food. The situation presents significant opportunities for nutrient-dense functional foods and targeted dietary supplements to address everything from gut health to micronutrient deficiencies to muscle maintenance.

Cognitive Health & Mental Performance

Cognitive health remains a core wellness priority, extending beyond aging concerns into everyday focus, mental energy, mood support, and stress resilience. As consumers grapple with information overload and chronic stress, nootropics, adaptogens, and other specialty ingredients are gaining mainstream attention. Expect continued innovation to pair science-backed compounds with delivery systems that make daily use more convenient and enjoyable.

Product Quality & Integrity

Trust remains the industry’s greatest currency. Heightened scrutiny from regulators, retailers, and consumers means companies must validate their products, ensure traceability, maintain transparency in testing, and practice responsible marketing. Brands can differentiate in today’s crowded market by investing in clinical trials and pursuing validated third-party certifications.

AI, Personalization, & the Next Frontier

More companies and brands are integrating AI into operations. From predictive health insights to personalized nutrition recommendations, AI tools are helping companies refine formulations, improve research design, and deepen consumer engagement. The convergence of wearables, biomarkers, and intelligent data analysis will accelerate the shift toward truly personalized supplementation.

Wellness isn’t merely a niche or passing trend; for many, it’s fundamental to how they structure their lives. In 2026, successful companies will engage with consumers at the point where science and self-care meet, developing solutions that make health both accessible and intuitive. The next stage of the wellness economy will favor brands that can convert evidence into empowerment and innovation into real impact.