Natural Marketing Institute Releases 2026 Supplements, OTC & Rx Consumer Trends Report

03 Mar 2026

Natural Marketing Institute, a division of Research America Inc., announces the release of its 2026 Supplements, OTC & Rx Consumer Trends Report (SORD), delivering one of the most comprehensive analyses of the evolving supplement marketplace.

Based on research conducted in Q4 2025 among 3,443 U.S. general population adults, the nationally representative study examines how consumers are navigating dietary supplements, over the counter products, and prescription medications in today’s dynamic health environment.

Key 2026 Consumer Insights

The 2026 report highlights major marketplace shifts, including:

  • Expansion of GLP-1 medication use and complementary nutrition needs
  • Persistent obesity trends and metabolic health concerns
  • Growth in women’s hormonal health opportunities
  • Rising demand for longevity and focus on healthspan versus lifespan
  • Increased adoption of protein, fiber, and active nutrition
  • Growing interest in medicinal mushrooms, creatine, NMN, and NR
  • Greater prioritization of mental health and cognitive decline prevention
  • Stronger impact of economic pressures on supplement purchasing behavior
  • Increased importance of sustainability, certifications, and ingredient sourcing

These findings provide actionable insights for manufacturers, retailers, healthcare organizations, and investors seeking growth in the health and wellness space.

What Is the SORD Report?

The Supplements-OTC-Rx Database (SORD) is one of the most robust research platforms examining the intersection of dietary supplements, OTC products, and pharmaceuticals.

  • Trended in the U.S. since 2006
  • Fielded October 23 to November 17, 2025
  • Conducted via online methodology
  • Statistically valid at the 95 percent confidence level to +/- 1.2%
  • Also trended globally across 13 countries

The 2026 edition continues nearly two decades of tracking consumer behaviors, attitudes, and condition management strategies.

Healthy Aging, GLP-1 and the Future of Supplement Growth

The report identifies GLP-1 expansion as a major inflection point in the market, reshaping consumer needs around weight management, metabolic health, muscle maintenance, and nutrient support.

In parallel, consumers are increasingly focused on healthy aging, not simply lifespan but healthspan. Concerns about cognitive decline, mobility, independence, and hormonal balance are driving targeted supplement usage across age groups.

Advanced Health & Wellness Segmentation

The report integrates NMI’s proprietary 5 Segment Health & Wellness Segmentation Model, developed from over 515 attitudinal and behavioral variables using k-means clustering methodology. The model delivers 92.2% predictive accuracy and can be applied to custom quantitative and qualitative research.

Designed for Strategic Decision Makers

The 2026 Supplements, OTC & Rx Consumer Trends Report is an essential resource for organizations looking to:

  • Identify growth opportunities
  • Strengthen consumer messaging
  • Improve product development strategies
  • Increase compliance and engagement
  • Understand cross category health management behaviors

The site license includes a full PDF report, PowerPoint presentation with chart access, and internal network usage rights across one company brand or location.

For more information or to request a custom proposal, contact Natural Marketing Institute today.