Private label manufacturer PharmaLinea and market research company Euromonitor recently hosted a webinar highlighting trends that they project will impact the global nutraceuticals industry in 2025.

Condition Management

The industry is making significant strides to create products which support specific chronic conditions and manage the side effects of different treatments, with an emphasis shifting beyond prevention to “during” and “after” care. New products highlight an emerging focus on enhancing quality of life through targeted, clinically-supported solutions.

GLP-1

GLP-1 drugs have rapidly transformed the healthcare landscape, and 12% of U.S. adults have used these medications, according to a survey by the Kaiser Family Foundation. At the same time, weight management supplements declined by 14% in 2024, according to SPINS, while adjacent markets like protein bars and multivitamins are experiencing growth. Opportunities in this space fall into three categories, the companies said, including:

• Support for GLP-1 Users, by addressing side effects like digestive issues, nutrient deficiencies, and muscle loss
• Natural GLP-1 boosters, which leverage ingredients evidenced to enhance the production of GLP-1
• “Fauxzempic” solutions which mimic the weight loss effects of GLP-1 drugs through alternative mechanisms

Sexual Well-Being

Sexual health supplements are seeing strong consumer interest and a notable fulfillment gap, the companies reported. While around 85% of EU consumers are open to using supplements for sexual health, this segment often represents less than 5% of the total market, according to Euromonitor. Addressing this gap involves engaging, stigma-breaking marketing, especially for women, and developing scientifically-backed, effective formulations.

These products perform well when positioned with broader benefits like vitality, stress reduction, or menopausal support.

Cellular Health

The cellular health market, centered around NMN and NAD, is growing rapidly globally. High-priced products, like TimeLine’s Mitopure and Maripolio’s Liposomal NAD+ are selling roughly 7,000 units monthly on Amazon, reflecting strong demand despite steep costs, according to the companies, and consumers are drawn to the promise of longevity and vitality even if they don’t experience immediate effects.

Delivery Format Trends

According to PharmaLinea, the spotlight is shifting to soft chews as a promising new delivery format in the industry,, especially given their greater capacity for active ingredients. Additionally, soft chews are manufactured with less heat, preserving ingredient stability and potency. Beyond functionality, PharmaLinea reports that they are perceived as more elegant and medicinal, appealing to consumers seeking both efficacy and sophistication.

Marketing Strategies

When it comes to emerging marketing strategies, the two companies highlighted three trends:

• Expedited Clinical Trials: In the past few years, companies have been appearing with innovative models that make clinical trials on nutraceuticals faster, cheaper, and more accessible, without compromising the results. They can launch products that immediately have clinically-backed claims from a peer-reviewed publication.
• Precision Health: The nutraceutical industry is moving beyond generic offerings toward precision health. Tools like artificial intelligence are becoming central as more consumers turn to self-diagnostics and self-treatment.
• HCP Influencers: Promotion through healthcare practitioner (HCP) influencers is getting increasingly popular for science-based brands. PharmaLinea reported that pharmacist influencers have potential, following one of their clients in South Korea which sold 11,000 units in three days due to a campaign with pharmacist influencers.