Vitamin Shoppe Report Finds Fiber and Liver Health Lead 2026 Wellness Trends
The Vitamin Shoppe released its 2026 Health and Wellness Trend Report on July 6, showing fiber sales up 20 percent and liver health searches up nearly 700 percent, driven by social media and growing consumer interest in metabolic health.
Fiber has become one of the fastest-growing supplement categories in 2026, and liver health is no longer just a detox trend. Those are two of the main findings from The Vitamin Shoppe's 2026 Health and Wellness Trend Report, released July 6.
The report draws on sales data from more than 640 stores and a survey of 2,000 U.S. adults conducted by Talker Research.
Fiber category sales at The Vitamin Shoppe are up 20 percent year to date. Website searches for "fiber" have risen 59 percent, and searches for "psyllium husk" have jumped 150 percent. The company credits TikTok's "fibermaxxing" trend and growing consumer awareness of gut health and metabolic function.
Liver health has seen even sharper growth. Searches for "liver health" on the company's website have climbed nearly 700 percent this year, and liver cleanse sales have almost doubled. The liquid supplement brand Dose accounts for more than 60 percent of all liver health sales at the chain, with sales up 160 percent.
The report also found that consumers are paying more attention to ingredient transparency. Nearly half of those surveyed said they had decided not to buy a supplement because the label lacked enough information. Two-thirds said they trust trademarked ingredients more than generic alternatives.
Despite the surge in health information and tracking tools, most Americans are keeping their routines simple. Forty-four percent said they are focused on foundational habits like sleep, movement, hydration, and nutrition. Only 21 percent said they are pursuing advanced optimization strategies.
"Consumers are gravitating toward products that combine scientific validation, transparent sourcing, trusted ingredients, and seamless integration into everyday life," said Sharon Leite, CEO of The Vitamin Shoppe.
Generational differences are clear. Seventy percent of Gen Z consumers say they feel pressure to keep up with the latest health trends, compared with 31 percent of Boomers. More than half of Gen Z report experiencing "health FOMO," a fear of falling behind on their wellness goals.
