State of the Industry: 2025 Outlook

As 2024 ends, the natural and wellness product industry is showing notable growth across all channels. Natural products are consistently outpacing conventional options, with the Natural Channel leading in overall growth and new product innovation. Consumer sentiment is shifting too, with values-driven shoppers, particularly younger Millennials and Gen Z, driving this momentum. Over 2 million new consumers have embraced natural product brands, shopping more frequently and favoring values like wellness and transparency¹. Online shopping has gained traction, while traditional powerhouses like Walmart and Club have lost share for the first time in years.²

With these trends expected to strengthen, the outlook for 2025 signals continued growth for natural and wellness brands, fueled by evolving consumer preferences and increasing purchasing power among younger generations. Let’s dive into some data…

Natural and Wellness Products Are Leading the Charge
The below data points highlight category growth across SPINS channels, with the Natural Channel leading overall and Natural Product (NPI) growth. Natural products continue to outpace conventional ones across all outlets, from natural supermarkets to mass and convenience channels. Specialty & wellness (S&W) products are also gaining traction as they address consumer demand for health, sustainability, and accessibility, often serving as a bridge for shoppers seeking better options at mass supermarkets. As you explore the data, watch trends in S&W and NPI products for insights into untapped growth opportunities.
Source: SPINS Natural Channel, Regional & Independent Grocery, MULO and Convenience (powered by Circana) 52 Weeks Ending 12.01.24

Shopper Preferences with Staying Power
As we look ahead to 2025, aligning innovation with evolving customer mindsets will be key to identifying white space opportunities and driving growth. Macro trends shaping shopper preferences include a shift from reactive health management to proactive, personalized longevity (Health Span vs. Life Span); the blending of cultural influences in food and retail (Global Notions); and rising demands for sustainability driven by both consumers and regulatory pressures. These preferences underscore the importance of designing products that resonate with shopper values while addressing accessibility, affordability, and functionality. Not every trend-driven product will succeed, but brands that effectively capture these shifts are positioned to lead in innovation and market disruption.

On the horizon: Trends to Watch
In 2025, wellness and functionality will dominate product development, with breakout trends focusing on healthy aging, weight management and personalized nutrition, to name a few. Shoppers will increasingly seek products that combat the negative effects of aging, address chronic disease risk factors, and provide tailored nutritional solutions. Leveraging SPINS’ insights into functional ingredients and health trends will help brands make smarter, strategic decisions to stay ahead of these transformative consumer behaviors.

Timeless Vitality
By 2050, the population of Americans aged 65 and older is projected to grow by 47%, driving an increased focus on products that support healthy aging.³ In 2025, this demographic shift is expected to fuel demand for supplements, ingredients, and foods that promote longevity and vitality. Key anti-aging ingredients like magnesium, creatine, and vitamin K are leading the charge, showing impressive year-over-year growth.⁴

Compared to the overall beauty supplement category, which reached $216M in volume with a 5% growth rate, these ingredients are demonstrating standout performance, underscoring their growing appeal in the market. Beyond supplements, foods celebrated for their anti-aging benefits are also gaining traction. Green tea has seen a remarkable 21% growth, while seaweed chips and snacks are up 22%, reflecting a broader consumer interest in functional foods that contribute to healthy aging. This momentum highlights the opportunity for brands to innovate across categories to meet evolving demands.

Harmonized Weight Solutions
Weight management supplements and treatments driving weight loss are poised to maintain their momentum into the new year. In the Natural Channel, Weight Management Formulas represent a $6.5 million market annually, growing at an impressive 12% compared to the previous year. This growth is further amplified by the surge in interest that typically accompanies New Year’s resolutions, with a notable 33% increase in sales over the past four weeks compared to last year.

Beyond supplements, consumers are increasingly turning to treatments like GLP-1s, which not only support weight loss but also offer a range of other benefits. GLP-1 medications (glucagon-like peptide-1 receptor agonists) mimic the action of a naturally occurring hormone involved in regulating blood sugar, appetite, and digestion. Originally used to manage type 2 diabetes, GLP-1s have gained significant attention for their effectiveness in weight management. Currently, reports suggest that approximately 1 in 8 adults have used GLP-1 medications, with 22% of them being diagnosed as overweight or obese. This indicates a growing adoption rate, and as more consumers look for effective weight loss solutions, GLP-1 treatments are expected to play a significant role. The continued adoption of both weight management supplements and GLP-1 treatments signals a long-term trend that will likely persist into 2025 and beyond. ⁵
Source: KFF Health Tracking Poll May 2024: The Public’s Use and Views of GLP-1 Drugs https://www.kff.org/health-costs/poll-finding/kff-health-tracking-poll-may-2024-the-publics-use-and-views-of-glp-1-drugs

Tailored Nutrition
Based on current data, shoppers are increasingly prioritizing specific “need states” and nutritional traits, aiming to personalize their purchases to fit individualized plans. This shift is creating small but highly lucrative opportunities across the industry. Understanding shopper preferences in supplements can unlock crossover potential and inform formulation strategies. While fads around functional ingredients for allergy and respiratory health, energy support, and sleep are fading, new trends are emerging. Ingredients supporting hydration, blood sugar management, mood enhancement, and performance are gaining traction. Notably, products containing functional ingredients like Barberry (+99%), TMG (+118%), and Colostrum (+139%) are experiencing significant growth.
Source: SPINS Natural Channel, SPINS Conventional Channel (powered by Circana) data 52 Weeks Ending 10.8.24 Vitamins & Supplements Department

For additional SPINS’ 2025 Trends to Watch, be sure to check out our site.

 Sources:

SPINS All Outlet Consumer  Panel (powered by Circana), 12 weeks ending .Oct 6, 2024 ¹
https://www.mckinsey.com/industries/retail/our-insights/the-state-of-grocery-in-north-america-2023 ²
https://www.prb.org/resources/fact-sheet-aging-in-the-united-states// ³
https://longevity.stanford.edu/lifestyle/2024/03/11/supplements-for-healthy-aging/ ⁴
https://www.kff.org/health-costs/poll-finding/kff-health-tracking-poll-may-2024-the-publics-use-and-views-of-glp-1-drugs ⁵

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Looking for more information? Please contact the SPINS Account Manager for PRESENCE, Mike Murphy at mmurphy@spins.com.