2026 Supplements OTC Rx Consumer Trends Report

118 pages of the Institute’s research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!

Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.

Price: $15,000 Order Report

Introduction to Natural Marketing Institute’s 2026 Supplements/OTC/Rx Consumer Trends Report

The 2026 Supplements/OTC/Rx (SORD) Consumer Trends Report provides an in-depth look into the nutritional supplement marketplace, offering valuable insights based on extensive research of the U.S. general population. This report emerges from the collaboration between the Natural Marketing Institute and Research America, Inc., leveraging combined capabilities to deliver comprehensive and robust understanding of the field of dietary and nutritional supplementation.

The report is an essential resource which aims to provide perspectives on the trends within the supplement industry from a consumer point of view. It uncovers the health challenges consumers encounter and how their behaviors and attitudes surrounding supplement usage have transformed, adjusted, and realigned over the past decade in response to the ever-changing world and the current inflationary environment.

Along with consumer trends, it provides actionable market research insights, empowering businesses and organizations in the dietary nutritional supplement sector to make well-informed decisions. It also intends to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Some of the topics covered in this report:

Supplement category use and growth
Drivers and barriers of supplement use
Emerging opportunities surrounding women’s health
Weight loss and GLP-1 use and complementary needs
Glimpse at emerging ingredients- mushrooms, creatine, NMN (Nicotinamide Mononucleotide), NR (Nicotinamide Riboside
Desire for longevity and impact of anti-aging needs
…Plus many more

Database Overview
Other Natural Marketing Databases Used
Definitions of Groups
Introduction
Executive Summary

Consumer Trends Shaping the Supplement Landscape

Personalized and Customized Healthcare
Lifespan vs. Healthspan
Biohacking Behaviors
Sports Nutrition Shift to Active Nutrition
Protein Opportunities
Persistence of Obesity Epidemic
Expansion of GLP-1 Drug Use
Preventing Cognitive Decline
Opportunities in the Female Hormonal Health Market
Mental Health Prioritization
Impact of Financial Health on Physical Health
Growing Herbal & Botanical Opportunities
Drivers of Alternative Format Preference

Supplement Market Overview

Belief in Supplements for Condition Management
Importance of Daily Supplementation
Current, Lapsed and Non-Use Trended
Current, Lapsed and Non-Use by Age Groups
Trended Use of Supplement Categories
Growth in Supplement Category Use across Age Groups
Average Number of Supplements Used Daily - Trended
Shifts in Supplement Purchase Behaviors due to Economy
Non-Users Reasons for Not Using
Confidence in Using Supplements across Age Groups
First Tier: Specific Supplement Use
Second Tier: Specific Supplement Use
Reasons for Use of Niche Supplements
Importance and Use of Fiber
Reasons for Use of Protein across Age Groups
Medicinal Mushroom Use

Factors Which Help Drive Supplement Use

Perceived Nutrient Deficiencies
Interest in Foods with Specific Health Benefits
Preference for Supplement Formats Trended
Reasons for Use of Gummy-Type Supplements
Issues Supplement Users Have when Taking Supplements
Ratings of Effectiveness of Supplements for Health Issues
Importance of Supplement Attributes & Growth
Importance Ratings of Effectiveness across Age Groups
Impact of Certifications on Supplement Purchase
Top Influencers Toward Supplement Purchase
Trust in Healthcare Professionals Regarding Supplement Recommendation
Physician Involvement in Supplement Discussions
Impact of Sustainable Ingredients on Supplement Purchase

Weight, Diabetes and GLP-1 Medications

BMI Measurements across Demographic Groups
Trended Overweight/Obesity Rates across Age Groups
Managing Weight for Appearance and Health
Managing Diabetes and Blood Sugar
Current and Lapsed Use of GLP-1 Medications
Reasons GLP-1 Users Stopped Using
Side Effects Experienced by GLP-1 Users and Severity
Interest in Foods with Weight Loss and Metabolic Health Benefits

Condition Management

Condition Management and Age Group Differences
Condition Management across Genders
Significant Differences between Genders in Conditions Managed
Conditions Managed by Male Age Groups
Conditions Managed by Female Age Groups
Concern for Prevention of Health Conditions
Likelihood to Use Supplements for Specific Conditions
Reasons for Use of Specific Supplements
Use of Combination Formulas
Conditions Where Supplements and Foods Are Predominantly Used
Conditions Where OTC and Rx Are Predominantly Used
Conditions Where No Methods Are Used by Gender
Hormonal Symptoms Females Are Managing
Menopausal Symptoms Females Are Managing
Understanding of Conditions Connected to the Gut Microbiome
Use of Probiotics, Fiber, Digestive Remedies
Importance of Liver Health
Management of Lack of Energy and Sleeplessness
Use of Specific Supplements for Cognitive Decline
Trended Management of Emotional Issues

Healthy Aging: Lifespan vs. Health-Span

Desire to Live to 200 Years Old
Top Conditions Managed by 65+ Yr. Olds with Positive Growth
Biggest Fears of Aging
Growth in Biggest Fears of Aging
Growth in Fear of Issues Related to Cognitive Decline
Concern about Mobility Issues
Concern about Ability to Take Care of Themselves
Supplement Use among 50 Year Olds or Older
Caregiving Incidence and Desire for Caregiving Products
Condition Management among Caregivers

Shopping for Supplements

Trended Channel Shopping
Channels Shopped for supplements and Shopped Most Often
Trustworthiness of Channels Shopped for Supplements
Preference for Shopping at Store, Internet or Amazon
Retailers Shopped on a Regular Basis for Supplements
Brand Loyalty and Store Brand Impact
Impact of Retailers' Sustainable Initiatives
Impact of Retailers' Sustainable Sourcing

Health & Wellness Segmentation

NMI's Segmentation Model Methodology
5 Segment Model and How to Target Each Segment
Segment Profile Summaries
Importance and Understanding of Supplement Use
Composition of Types of Supplement Users
Demographic Profile of Health & Wellness Segments

The Natural Marketing Institute's Health and Wellness Segmentation Model Methodology

Development of the Institute’s Health & Wellness segmentation model began in 2009 with evaluating over 515 different attitudinal and behavioral variables, later narrowed to approximately 19.

A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal and behavioral variables from the Institute’s Health & Wellness Consumer Trends Database survey.

This segmentation can be used to identify and predict segment membership as part of a quantitative extrapolative analysis of future consumer behavior.
5 Unique Segments: each segment is mutually exclusive and is designed to have the maximum differentiation between consumer groups and the maximum homogeneity within each consumer group. The predictive accuracy is high at 92.2%.
The segmentation has been overlaid on third-party data sets such as Nielsen’s Homescan and can be used through the Institute in custom/primary qualitative or quantitative research.

Supplements-OTC-Rx Database (SORD) and Report Methodology

Most comprehensive data and robust data collection vehicle available which examines the intersection of dietary supplements, OTC, and pharmaceuticals
Ongoing consumer research among U.S. general population adults
Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.2%
Research previously conducted and trended in USA in 2006, 2009, 2011, 2013, 2015, 2017, 2018, 2020-2026
2025 research was conducted among 3,443 general population consumers and conducted in 4th quarter 2025
Conducted via on-line methodology
Fielded: 10/23/25 – 11/17/25
Trended research also conducted globally in 13 countries