Currently, the health industry is undergoing a profound transformation, with its core being the intense competition between “precision” and “comprehensiveness”. The dietary supplement market in 2025 has long bid farewell to the extensive mode. With the rapid development of technology, the significant enhancement of people’s health awareness, and the continuous upgrading of consumer demand, the dietary supplement industry is embracing a new wave of innovation and growth opportunities.
Data from Grand View Research shows that the global dietary supplement market size reached 191 billion US dollars in 2023 and is expected to climb to 258.7 billion US dollars by 2029. A report by iiMedia Research indicates that the growth rate of the Chinese women’s nutritional supplement market reached 14.2% in 2023. Nowadays, consumers’ pursuit of health has become increasingly refined and personalized: some people customize exclusive nutrition plans with the help of genetic reports, some choose products due to their children’s concentration problems, and others improve their mood by regulating the gut microbiota. As health demands shift from the previous “general and comprehensive” to the current “specific and precise”, those who can accurately grasp the following six trends will be able to take the leading position in this trillion-dollar market.
I. Personalized Nutrition: Led by Genes, Customizing Exclusive Health Codes
“The same calcium supplement may promote bone growth in some people, but it may also lead to the risk of kidney stones in others.” This slightly exaggerated statement precisely reveals the key logic of personalized nutrition. In 2025, the deep integration of DNA testing and artificial intelligence technology has turned the “one-size-fits-one” personalized nutrition supplement plan from an idea into a reality. In the past, taking vitamins was like taking a shot in the dark, and the effects were hard to predict. However, nowadays, with the help of advanced DNA testing and AI algorithms, it is possible to accurately locate an individual’s nutritional gaps. For example, regarding the dosage of lutein supplementation, if genetic testing reveals that someone has a weak “eye protection gene”, the system will automatically adjust and increase the dosage of lutein.
Personalized nutrition is reshaping the dietary supplement industry with customized solutions. Statistical data from Market Research Future shows that in 2023, 65% of consumers globally showed a strong interest in dietary supplements customized through genetic testing, but the actual purchase rate was less than 10%. In China, due to the lack of a unified industry standard, the proportion of customized products of leading enterprises is also relatively low, less than 5%. However, more than half of the consumers regard genetic testing as an important reference for choosing dietary supplements. Moreover, the user satisfaction rate of customized products is 32% higher than that of ordinary products. In the current context where consumers pay great attention to precise health solutions, products that can provide a high level of customization services are bound to stand out. For example, dietary fiber products customized according to an individual’s genetic map and health indicators can help maintain gut health; vitamin combinations precisely matched according to an individual’s metabolic capacity; and probiotic products specifically designed for people with lactose intolerance.
II. Women’s Health: From Beauty Enhancement to Comprehensive Cycle Care
“The discomfort of menopause can only be understood by women who have experienced it.” Behind this helpless sigh lies the huge potential of the women’s health market being unleashed. In 2025, women’s demand for health is no longer limited to the superficial concept of “beauty enhancement”, but they pay more attention to practical needs such as hormonal balance and reproductive health. From iron supplementation during menstruation, folic acid supplementation during pregnancy to estrogen regulation during menopause, the segmentation of the women’s health market has been detailed to every stage of life.
Data from Google Trends shows that the global search volume for “hormonal balance” increased by 120% year-on-year in 2023. It is expected that by 2025, the market size of maternal and infant health food in China will exceed 80 billion yuan, and the market competition for products such as DHA, calcium, iron, and zinc will be extremely fierce. Research shows that 63% of women believe that mental health is closely related to hormonal levels. The global women’s health supplement market is growing at a rate of 12% per year, and among them, products related to menopause are growing the fastest, reaching 14%.
Many popular products targeting women’s health have emerged in the market. For example, the “Estrogen Balance Capsules” launched by Herbalife are rich in soy isoflavones and black cohosh extract, which can effectively relieve menopausal symptoms such as hot flashes and mood swings. The “Cycle Balance Tablets” launched by the British brand The Healthy Mummy have been clinically verified to have a significant effect on relieving menstrual pain.
III. Children’s Health: From Simple Calcium Supplementation to Dual Improvement of Brainpower and Immunity
Today’s parents no longer only focus on their children’s height growth but are more worried that their children will fall behind at the starting line of growth. “Just supplementing calcium to promote height growth? That’s far from enough. Now, what’s more popular is to improve children’s concentration and immunity.” The new generation of parents’ many concerns about children’s health, such as vision decline and inattention, have given birth to several niche markets such as eye protection and brain development. Reports point out that the demand for supplements for children’s vision protection and cognitive development is showing a rapid growth trend, and products like DHA algal oil and lutein gummies have seen a substantial increase in sales.
Major brands have also launched corresponding products to meet market demand. Nestlé launched the “Children’s Brain Nutrition Pack”, which contains nutrients such as Omega-3 and B vitamins, and claims that taking one pack a day can increase children’s concentration by 20%. The “Eye Protection Gummies” of the Japanese brand Kobayashi Pharmaceutical not only contain lutein but also adopt a cartoon packaging design and a sweet and sour taste. Horizon Organic milk has added GABA, providing new support for children’s healthy growth.
IV. Immunity 3.0: In the Post-pandemic Era, the Comprehensive Upgrade of Immunity
In the post-pandemic era, consumers’ understanding of immunity has undergone a comprehensive transformation. In 2025, the concept of “Immunity 3.0” came into being. People no longer only focus on the antiviral ability of immunity but pay more attention to comprehensively evaluating their own immune status through multiple indicators such as energy level and recovery speed. Data shows that 64% of consumers globally believe that there is a direct correlation between gut health and immunity.
In terms of product innovation, the “Immunity + Energy Tablets” launched by By-Health combine ingredients such as vitamin C, elderberry, and coenzyme Q10, focusing on the concept of “dual-effect endurance” and providing consumers with more comprehensive immune support. In addition, niche products such as immune support products after exercise (containing glutamine) and body protection products after staying up late (containing ganoderma lucidum polysaccharides) are also constantly emerging. The “Adaptogenic Mushroom Powder” launched by the Canadian brand SISU, according to clinical trials (n = 60), shows that after taking it twice a day for 8 weeks, the cortisol level can be reduced by 19% – 31% (J Altern Complement Med, 2022). The in vitro model of the co-branded product of Yakult shows that the production of short-chain fatty acids can be increased by 40%, but its actual effect in the human body still needs further verification.
V. Gut Health: New Expansion of Probiotic Functions, from Digestion to Mood and Blood Sugar Regulation
“When the gut is in a bad state, people are often prone to being irritable.” There is scientific evidence behind this statement. In 2025, the research results of the “gut-brain axis” have further deepened people’s understanding of gut health. Ingredients such as prebiotics and postbiotics can not only regulate gut digestion function and control blood sugar levels but also have an important impact on mood and cognition by influencing the gut microbiota. This has made more and more young people realize that consuming probiotics can not only promote digestion but also potentially prevent diseases such as diabetes, and the gut microbiota is even regarded as the human body’s “second brain”.
Data shows that it is expected that the probiotic market size will reach 78 billion yuan in 2025, with an annual growth rate of 12%. 70% of consumers globally recognize the close connection between gut digestion health and overall long-term health.
Take WonderLab as an example. Its launched “Happy Probiotics” added short-chain fatty acids (SCFAs) and claimed that it can improve the anxiety score within 30 days. In addition, the emergence of innovative products such as chocolate-flavored probiotic powder and instant prebiotic coffee makes it more convenient for consumers to intake probiotics while enjoying the delicious taste. Research has found that a specific probiotic combination can reduce the risk of type 2 diabetes by 27%, and WonderLab’s “Blood Sugar Friendly Probiotics” can reduce postprandial blood sugar fluctuations by 19%.
VI. Emotional Health: Assisted by Dietary Supplements, Eating for a Happy Mood
“Antidepressant drugs cannot be taken casually, but ‘happy vitamins’ can be tried.” Nowadays, emotional health has become a new hot spot in the nutritional products market. The Spate report shows that the average monthly search volume for magnesium supplements is as high as 3.3 million times, among which magnesium glycinate (used to relieve anxiety) and magnesium citrate (used to improve sleep) are particularly favored by consumers. Relevant data shows that 63% of consumers manage their life stress through dietary supplements, and the repurchase rate of emotional health products is 40% higher than that of ordinary vitamin products.
The following are some ingredients that stand out in the field of emotional health:
- Magnesium Element: In the US market, the sales of magnesium supplements increased by 48%, and many TikTok bloggers call it a “natural sedative”.
- Saffron Extract: Meta-analysis results show that the effect of ingesting 30mg of saffron extract per day is similar to that of fluoxetine (J Integr Med, 2019). The saffron extract capsules launched by a certain brand were all sold out within just three months of being launched.
- Ashwagandha: The “Stress Relief Capsules” launched by the US brand Gaia Herbs have been clinically verified to be able to reduce the anxiety index by 35% (This product cited the 2013 KSM-501 study (n = 64), and the anxiety scale score decreased by 35%).
References:
- Jianming China Group, “2025 Dietary Supplement Trend Report”
- Yihé Consulting, “Comprehensive Analysis of the Global Dietary Supplement Market in 2025”
- Spate, “2024 Dietary Supplement Trend Report”
- Puhua Youce, “Special Report on the Analysis of the Segmented Market and Investment Prospects of the Dietary Nutrition Supplement Industry”
- Xiaolan Zhongkang, “Comprehensive Analysis of the Health Food Market in 2025”
- Jianming China, “2025 Dietary Supplement Trend Report”
- Innova, “Insights into the Trends of Women’s Health Food and Beverage”
- National Health Commission of the People’s Republic of China, “Dietary Guidelines for Children and Adolescents”
- MarketsandMarkets, “Global Dietary Supplement Market Forecast”
- Chinese Nutrition Society, “White Paper on Probiotics and Gut Health”
