5 Health And Wellness Trends To Jump On Right Now

The wellness world is ever-evolving, and 2025 is shaping up to be yet another big year for innovations in supplements. Want to know what the people who live and breathe this stuff (that’s us, BTW) are most excited about right now? Get ready for the rundown on the hottest topics, pulled straight from The Vitamin Shoppe’s 2025 Health & Wellness Trend Report.

Whether you’re looking to improve your healthspan, get stronger, or simply feel your best, you’re sure to find something that piques your interest and supports your goals. 

• ABOUT OUR EXPERTS: Brittany Michels, R.D.N., M.S., C.P.T., is a registered dietitian and certified personal trainer with The Vitamin Shoppe. Karen Linardakis-Cooney, B.C.H.H.P., C.N., is a board-certified holistic health practitioner and nutritionist with The Vitamin Shoppe.

Protein Gets Reimagined 

Protein-packed powders have long dominated the supplement world—and there’s good reason for that. With protein powder and a shaker cup handy, it’s easy to sneak in more of the all-important macro. But now, it’s getting even easier. 

In 2025, The Vitamin Shoppe has seen sales of ready-to-drink (RTD) protein beverages increase by 20 percent. These beverages—which come in pre-portioned plastic or glass bottles, aluminum cans, or even juice boxes—provide the same (or more) protein as a protein powder, all without any mixing needed. 

Protein snacks are booming, too, with sales jumping 28 percent so far in 2025. Inclusive of chips and cookies, toaster pastries and single-serving pies, wafers, donuts, and more, these snackable options make it more convenient than ever to hit your protein goals. 

According to Brittany Michels, R.D.N., M.S., C.P.T., a registered dietitian and certified personal trainer with The Vitamin Shoppe, one reason for the buzz is a growing awareness that protein isn’t just for gym-goers. Historically, protein has had the oversimplified reputation as a purely muscle-building supplement, but its many other benefits are finally being recognized, she says.

“Protein makes up the structure of every cell and tissue in the body,” Michels explains. Yes, that includes muscles—but it also includes connective tissues, organs, hair, skin, and nails. 

Read More: 6 Ways Protein Benefits Your Health—Besides Building Muscle

“As more people move beyond the muscle-centric view of protein, they’re prioritizing protein throughout the day—not just post-workout,” says Michels. This shift has fueled the rise of ready-to-eat and ready-to-drink protein products because they make protein accessible, prep-free, and (bonus!) delicious.

So, how do you figure out which protein products are best for you? Consider your daily routine and preferences. If you’re always on the go, ordering a case of ready-to-drink RYSE Country Time Clear Protein or RAW Protein Milkshakes might be the move. But if you love winding down with a finger-licking snack, Legendary Foods Popped Protein Chips could be the move. Just be sure to eye the label for any ingredients or additives that you’re allergic or sensitive to, like nuts, sugar alcohols, or dyes. 

NAD+ Moves Into The Mainstream 

NAD+ has long been beloved by biohackers and wellness gurus alike—but searches for NAD+ on The Vitamin Shoppe’s website skyrocketed nearly 500 percent between 2024 and 2025, suggesting that the once-niche supplement is going mainstream. 

But what the heck is NAD+? Short for nicotinamide adenine dinucleotide, NAD+ is a coenzyme that nearly every single cell in the body naturally produces and utilizes. The molecule supports more than 400 other enzymes in fulfilling their job, explains board-certified holistic health practitioner Karen Linardakis-Cooney B.C.H.H.P., C.N., a nutritionist with The Vitamin Shoppe. 

“One of its most important jobs takes place in your mitochondria,” says Linardakis-Cooney. Within these cellular powerhouses, NAD+ helps transform the food we eat into ATP (energy) that our bodies need to move, think, and function. 

While the body produces NAD+ naturally, levels tend to decline with age. Certain lifestyle factors—like chronic stress, lack of sleep, alcohol use, and environmental exposures—can speed up this decline. When NAD+ levels drop, cells have less energy to work with, which may contribute to fatigue, mental fog, and slower recovery from everyday wear and tear, according to Linardakis-Cooney. NAD+ also plays a role in helping cells respond to daily stressors, so reduced levels may be linked to increased stress sensitivity. Finally, because it also supports DNA repair and overall cellular resilience, maintaining healthy NAD+ levels is believed to play a role in long-term vitality and healthy aging, she says.

That’s where supplementation can come in. Currently, you can supplement with NAD+ directly or take precursor nutrients that the body converts into NAD+, such as NR (nicotinamide riboside) and NMN (nicotinamide mononucleotide). 

“Oral supplements of NAD+ may support systemic elevation of NAD+ levels,” Michels says. Most options—including popular picks by Life Extension—are available in 300-milligram servings, a dosage widely considered safe. 

Peptides Shift Into Sports

If you’ve got a skin-care routine on lock, odds are you’ve heard of peptides, which have long been incorporated into topical and ingestible beauty products. Now, this year, peptides are powering up the fitness world. 

For the uninitiated: Peptides are short chains of amino acids that support various biological processes, from brain function to muscle growth, immune defense to hormone regulation, says Michels. (Protein is also made up of amino acids, but while proteins and peptides are similar, peptides are shorter and faster-absorbing.) 

In the fitness world, peptides are gaining attention for their potential to support performance, recovery, and muscle maintenance. Certain peptides may assist with post-workout muscle support, help the body adapt to physical stress, or promote healthy oxygen use and red blood cell production, which are key for endurance and stamina, shares Michels. 

Since peptides’ benefits differ, you’ll want to look for high-quality formulas geared towards your specific health goal, suggests Michels. For example, someone seeking strength support should consider something like AN Performance Creatine + Peptide or Force Factor Anabolic Muscle Builder, which contain PeptiStrong, a clinically-studied peptide complex derived from fava beans, she says. 

“Most people report faster recovery and less soreness after intense workouts within the first two weeks of adding peptides to their routine,” says Michels. More significant improvements, like muscle strength and endurance, tend to show up after four to eight weeks of consistent supplementation.

To be clear, peptides aren’t meant to replace the rest of your sports supplement line-up, but to complement it. Whey protein, for example, contains more leucine than peptides, and leucine is one of the most potent amino acids for triggering muscle protein synthesis, says Michels. Peptides’ benefits also don’t have much overlap with creatine, pre-workout, or electrolytes, meaning they serve a unique purpose within a well-rounded routine.

Delivery Methods Get An Upgrade

Gone are the days when taking a supplement meant choking down chalky powders, horse-sized pills, or clumpy shakes. Now, alternative delivery options like liquids, gummies and chews, and even syrups are here to make supplementation more comfortable and convenient than ever. 

According to search data from The Vitamin Shoppe’s website, consumers are loving these level-ups. Searches for “creatine gummies” are up an astounding 1,300 percent so far this year, while “liquid multivitamin” searches have climbed 31 percent. 

For people who supplement with creatine, for example, traditional powders can be messy and inconvenient to transport or travel with, making the gummy format an appealing alternative option. Similarly, for those who dread taking pills (fair!), “gummies, chews, and liquid shots can help make supplementation feel more like a treat than a task,” Michels says. 

So, what does this mean for you? It depends. “Ultimately, the best supplement type is the one you’ll take most consistently,” says Michels. This is especially important for certain supplements, like adaptogens, which work best when built up in the body over time. Consistent dosing of ashwagandha or rhodiola, for example, is key to maintaining their stress-regulating effects. Meanwhile, many essential nutrients—like magnesium and vitamin B12—must be consumed regularly because the body can’t make them on its own. The logical outcome: “Ease and enjoyment have to become priorities,” says Michels.

Shilajit Finds A New Fanbase

Shilajit, a sticky substance sourced from high-altitude rocks, has been used for centuries in Ayurvedic medicine for male vitality. (Yep, that’s code for sex drive). But today, shilajit is being embraced amongst people of all genders and health statuses for more energy, less brain fog, and hormonal wellbeing, says Michels. The proof is in the online order receipts: Throughout the first few months of the year, The Vitamin Shoppe’s shilajit sales were up over 40 percent.

The tar-like adaptogen is a nutrient powerhouse packed with more than 80 different minerals, including energy-supporting iron, hormone-friendly magnesium, and muscle-nourishing potassium. It’s also rich in fulvic acid—a compound being studied for its potential to support nutrient absorption and overall cellular health.

Together, these compounds work to support optimal brain, endocrine, and mitochondrial (a.k.a. cellular) function, says Michels. With that, “shilajit supplementation may be most beneficial for individuals experiencing low energy, chronic fatigue, or symptoms of hormonal imbalance,” such as overworked professionals and people in menopause, she notes. 

Read More: 6 Lifestyle Habits That Mess With Your Mitochondrial Function

Shilajit is also a no-brainer for athletes looking for an edge on and off the field. “It may be helpful for those seeking general cognitive support or enhanced physical performance through natural means,” Michels adds.

Shilajit is available in a wide variety of forms, but shilajit resin is typically considered the purest, least processed, and most bioavailable. This semi-solid supplement can be dissolved into warm water for an earthy adaptogenic beverage, similar to mushroom hot chocolate or coffee. 

Capsules and gummies, however, offer a more convenient and mess-free way to get your daily dose (which often ranges from 250 to 1,000 milligrams). Because of shilajit’s energy-boosting potential, it’s best to start with a lower-dose option, like The Vitamin Shoppe brand Shilajit Fulvic Acid Complex (250 milligrams per serving) and gradually increase intake based on tolerance. For those who do well with a higher dose, Trace Minerals Research Shilajit (1,000 milligrams per serving) is a popular pick.