01Creatine leaves the gym
Creatine is now bought for focus, healthy aging and by women as much as for training. Retail data presented this fall put hydration and creatine behind nearly all of the growth in active nutrition. The format story is moving too, into gummies, chews and sticks, which is also where potency problems show up first, so insist on third party testing of the finished product.
- Creatine monohydrate
- Electrolyte blends
- Magnesium glycinate
Best formatsGummies Soft chews Stick packs Powders Capsules
02Hydration, every day
Electrolytes have moved from the gym to everyday use: travel, heat, long workdays and people on GLP-1 medications who need to drink more. Expect more low sugar sticks, effervescent tablets and ready to drink options.
- Sodium citrate
- Potassium citrate
- Magnesium citrate
- Coconut water powder
- Taurine
- Trace mineral concentrate
Best formatsStick packs Tablets Beverages Powders
03GLP-1 companion products
Millions of people now take GLP-1 medications, and Innova Market Insights names companion products as a leading opportunity for 2027. These buyers eat less, so protein, fiber, electrolytes and micronutrients matter more per serving. The right products support people on these medications rather than claim to replace them.
- Whey and plant protein
- Acacia fiber
- Psyllium husk
- Electrolyte blends
- Creatine monohydrate
- B12 and B complex
Best formatsPowders Stick packs Capsules Gummies Beverages
04Fiber has its moment
Fiber is back as a hero ingredient in its own right, in sodas, gummies and sticks rather than only a tub of psyllium. Gentle, low bloat fibers are leading.
- Acacia fiber
- Psyllium husk
- Resistant starch
- Prebiotic inulin and chicory root
- Beta glucans
Best formatsPowders Stick packs Gummies Beverages
05Gut health beyond probiotics
The gut shelf is moving past a single probiotic count. Postbiotics, spore based strains, bacteriophages and Akkermansia give brands newer stories, and colostrum is crossing over from sports.
- Postbiotics
- Spore probiotics
- Bacteriophages
- Akkermansia
- Digestive enzymes
- Bovine colostrum
Best formatsCapsules Powders Gummies Beverages
06Women's life stages
Perimenopause and menopause have become a mainstream conversation and a growing shelf. Expect formulas built for a specific stage rather than one women's multivitamin for everyone.
- Siberian rhubarb
- Shatavari
- Black cohosh
- Saffron
- Myo-inositol
- Magnesium
Best formatsCapsules Gummies Powders Soft chews
07Sleep and calm, past melatonin
Sleep is still the biggest single reason people try a supplement, and buyers are moving to magnesium forms, glycine, saffron, apigenin and tart cherry, often in a nightly drink or gummy.
- Magnesium glycinate
- Magnesium L-threonate
- Glycine
- L-theanine
- Saffron
- Apigenin
- Tart cherry
Best formatsGummies Capsules Powders Beverages Patches
08Longevity goes mainstream
Healthy aging has moved from biohacker forums to the main shelf. The ingredients with real research behind them are pulling new, higher spending buyers into supplements.
- NAD+ precursors NR and NMN
- Spermidine
- Urolithin A
- CoQ10 and ubiquinol
- Fisetin
- Taurine
Best formatsCapsules Softgels Powders
09Colostrum and protein in everything
Colostrum went from niche to one of the most watched ingredients of the year, and protein keeps turning up in coffee, water, gummies and snacks.
- Bovine colostrum
- Whey and plant protein
- Collagen peptides
Best formatsPowders Stick packs Capsules Beverages
10Brain health and mushrooms
Focus and memory products keep growing, led by mushrooms and choline sources, and paraxanthine is giving energy products a smoother story than caffeine alone.
- Lion's mane
- Cordyceps
- CDP choline
- Bacopa monnieri
- Magnesium L-threonate
- Paraxanthine
Best formatsCapsules Gummies Powders Tinctures and drops Functional chocolate
11Alcohol alternatives and social tonics
Fewer people are drinking, and the drinks replacing alcohol are increasingly functional: kava, kanna and botanical tonics and adaptogen sodas, sold in cans, shots and bars. THC drinks are a separate story because the federal rules change in December.
- Noble kava root
- Kanna extract
- Blue lotus flower
- L-theanine
- Ashwagandha
Best formatsBeverages Shots and liquids Tinctures and drops Functional chocolate
12Omega-3 supply tightens
Weather has disrupted fish oil supply, and manufacturers are being told to lock sourcing and packaging decisions early. Algal omega-3 is the main alternative, and it also opens vegan positioning.
- Algal EPA and DHA
- Fish oil with EPA and DHA
- Krill oil
Best formatsSoftgels Gummies Shots and liquids
13Fourth quarter: immune and gifting
Immune support peaks every fourth quarter, and holiday gifting lifts chocolate, sets and premium packaging. January then brings energy, weight management, fiber and protein.
- Elderberry
- Zinc
- Vitamin D3
- Vitamin C
- Beta glucans
- Turkey tail
Best formatsGummies Lozenges and mints Shots and liquids Functional chocolate
