Vitamin Shoppe Report Reveals Five Trends Shaping Wellness in 2026
The Vitamin Shoppe released its 2026 Health and Wellness Trend Report, drawing on sales data from more than 640 stores and a survey of 2,000 U.S. adults. The report found that 44 percent of consumers are now prioritizing basic habits like sleep and hydration over complex optimization strategies.
The Vitamin Shoppe released its 2026 Health and Wellness Trend Report on July 6, identifying five consumer trends that are reshaping the supplement and wellness industry. The company drew on sales data from more than 640 stores and a survey of 2,000 U.S. adults conducted by Talker Research.
The top finding: consumers are pulling back from complex health optimization routines. Forty-four percent of respondents said they are focusing on foundational habits like sleep, movement, hydration, and nutrition. Only 21 percent said they are actively pursuing optimization strategies. One-third of respondents said they feel overwhelmed by health information, while half said they feel empowered by it.
Fiber emerged as the report's breakout category. Fiber product sales at The Vitamin Shoppe are up 20 percent year-to-date. Searches for "fiber" on the company's website rose 59 percent in 2026, while searches for "psyllium husk" jumped 150 percent. Seventy percent of Americans surveyed said they are actively trying to increase their fiber intake.
Liver health is the second major trend. More than half of respondents said they consider liver health "very important," and searches for liver health products increased 700 percent in 2026. The brand Dose saw its sales surge 160 percent, accounting for more than 60 percent of The Vitamin Shoppe's liver health category.
The report also found growing consumer preference for trademarked ingredients over generic alternatives. Sixty-six percent of respondents said they trust branded ingredients like KSM-66 and Magtein more than unbranded versions. Searches for specific trademarked ingredients rose as much as 400 percent.
Transparency is the fourth trend. Forty-seven percent of consumers said they have abandoned a purchase because a product label lacked sufficient information. Shoppers are looking for clinical dosage evidence, third-party certifications, and clear formula standards.
Flavor innovation rounds out the top five. More than half of respondents said flavor is a meaningful factor in their supplement purchases. Candy-inspired pre-workouts, soda-flavored energy drinks, and cereal milk protein powders are among the products driving trial and repeat purchases.
CEO Sharon Leite said the findings point to an industry becoming "both more sophisticated and grounded in practical outcomes."
