With advances in the industry and Gen Z pushing trends, 2026 is stepping into a new wave of vitamins and supplements. There are four major sectors that are set to break through next year.

 

Brainergy

 

Nootropics and cognitive performance supplements are growing in popularity with a specific focus on natural over synthetic ingredients. With ingredients such as lion’s mane, Bacopa monnieri, L-theanine, and Creatine. These new supplements offer both cognitive support and sustained energy aimed at assisting people at work, the elderly, and busier lifestyles. They are most commonly produced as gummies and flavoured powders for mobile and fast consumption, aligning with a busier work lifestyle.

 

Cellular Health

 

People are trying to “age better” by targeting their health at the cellular level. Specifically, certified and science-backed products that include NAD+ precursors and Senolytic compounds. This product is positioned as a luxury premium product with higher-quality packaging to signify quality and trust in the product. The target audience is almost exclusively older generations, trying to remain active and function in their later years. 

 

Ingestible Cosmetics

 

Consumable beauty products have started to pop up with support for skin, hair, and nails. They are placed adjacent to supplements as daily lifestyle products rather than traditional supplements. Heavily backed by social media and influencer culture, their optics are based in the beauty sector. With ingredients such as collagen peptides, hyaluronic acid, and ceramides that assist both mood and beauty. Most commonly taken as gummies or liquid shots, they avoid the typical pill format to keep a distance from traditional supplements. This is focused heavily on Gen Z and millennials, as they are often sold on social media shops. 

 

Sports and Recovery

 

Sports supplements have moved to the average person, not just high-level athletes. With fewer sugar-based drinks and an emphasis on recovery and day-to-day activities. Mineral-rich and sugar-free electrolyte mixes are the main base of these supplements, accompanied by adaptogens like ashwagandha. The use of vegan proteins in the products also opens them up to more audiences. Commonly, in stick packs and powders, they are transportable and able to be made in customisable volumes. 

 

Trends In Action

 

Brands such as AG1 and Myprotein highlight where real growth is happening. AG1 shows how cognitive performance, cellular health, and beauty-from-within benefits can be embedded into a single, daily nutrition habit without niche “biohacking” positioning. Meanwhile, Myprotein demonstrates how sports nutrition has evolved into a lifestyle category, extending far beyond gym performance into everyday energy, recovery, and wellness. Together, they reflect a broader shift in the supplement market. Consumers are moving away from single-purpose products and towards simplified, multi-benefit solutions that fit seamlessly into daily routines, a model that is proving highly scalable as the industry heads into 2026.

 

With these trends leading the supplement sector, it is important to identify suppliers and manufacturers before the market becomes oversaturated, which you can find at White Label World Expo. If you offer these products, don’t miss out on the opportunity to get them in front of 16,000 decision makers looking for new trending products.

 

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