2025 Supplements OTC Rx Consumer Trends Report

Natural Marketing Institute is pleased to present its 2025 Supplements/OTC/Rx (SORD) Consumer Trends Report. The overall objectives of this research are to explore how consumers perceive dietary supplements, what and why they currently use, and even why they have stopped using supplements. It uncovers how consumers integrate a mix of self-care methods into their current lifestyle and reveals the motivations and the trials they encounter in their pursuit of health which provide the insights necessary from which to identify marketplace opportunities and industry challenges.

Many factors are driving multiple categories across the U.S. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

Some of the topics covered in this report: 

• How supplement use is changing due to the current state of the economy
• The 5-factor model for driving supplement growth
• Likelihood to purchase supplements to manage or prevent specific health conditions
• Emerging opportunities surrounding women’s health
• Barriers Supplement Users encounter when using supplements
• Importance of certifications and which are more likely to drive supplement purchase decisions
• Supplement Users pathways to purchase
• …Plus many others