The global dietary supplements market is expanding at one of its fastest paces in years. Projections estimate the category will reach $426B by 2035, up from $184.8B in 2024, growing at a 7.9% CAGR. Much of this momentum stems from consumers prioritizing immune resilience, gut health, inflammation management, and functional everyday wellness.
Retailers across natural and conventional channels report that shoppers are becoming more selective—seeking transparent sourcing, clean-label formulations, and formats that fit seamlessly into daily routines. At the same time, consumers are increasingly willing to pay a premium for products that demonstrate clear efficacy, trustworthy branding, and consistent quality.
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What’s Driving Movement in the Aisle
Moringa
One of the most reliable superfood category staples. Customers gravitate toward its clean, plant-based nutrient profile and versatility in smoothies, morning routines, and wellness blends.
Psyllium Husk
Still the backbone of the fiber set. Retailers consistently point to it as a top driver of repeat purchases, especially among shoppers focused on digestive regularity and cholesterol support.
Fiber Blends
The gut health boom continues. Prebiotic and multi-fiber formulations are quickly gaining traction as shoppers look beyond single-ingredient solutions toward more comprehensive daily gut support.
Turmeric
Inflammation and joint support remain priority health concerns. High-absorption formulas — those with black pepper, liposomal tech, or optimized delivery — see the fastest turns.
Digestive Enzymes
A growing staple for practical, meal-time support. Retailers note strong cross-sell with probiotics and fiber, positioning enzymes as a natural add-on for shoppers already focused on digestion.
Brands Leading the Category
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Organic India
Top Sellers: Moringa, Psyllium Husk, Turmeric
Why It Works: Organic India has become a trusted anchor brand for core wellness solutions. Their clear, benefit-forward communication and commitment to organic sourcing reinforce strong customer loyalty and repeat velocity.
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Just Ingredients
Top Sellers: Protein powders, electrolytes, vitamins
Why It Works: The brand’s clean-label transparency and approachable ingredient decks resonate strongly with modern shoppers. Coupled with strong social education and trial-friendly formats, Just Ingredients converts awareness into repeat purchasing.
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Gaia Herbs
Top Sellers: Elderberry, Turmeric, Ashwagandha, Oregano Oil
Why It Works: Gaia stands out for consistency, efficacy, and trust built over decades. Their liquid-filled capsules and herbal specificity create confidence at shelf. Retailers say demos, educational materials, and strong on-shelf presence meaningfully accelerate sales.
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Himalaya
A longstanding leader in herbal wellness. Known for trusted formulations and strong value, Himalaya competes effectively across immune, digestion, and whole-herb categories.
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Garden of Life
A category powerhouse with deep trust built on third-party certifications, clean standards, and premium-quality sourcing. Their broad SKU coverage allows them to win across multiple subcategories, from probiotics to proteins to multivitamins.
What These Winning Brands Have in Common
Across the highest-performing supplement brands, several themes consistently emerge:
- Clear benefit communication — Simple, recognizable claims (“regularity,” “immune support,” “daily digestion”) cut through shelf noise.
- Clean, transparent sourcing — Certifications, organic standards, and visible ingredient integrity drive immediate trust.
- Approachable use cases — Formats that integrate easily into daily routines reduce friction for both trial and adherence.
- Broad SKU coverage + consistency — Brands that show up across categories maintain strong visibility, familiarity, and repeat engagement.
These qualities help retailers convert casual shoppers into loyal category participants — even in competitive sets like fiber, greens, and herbal remedies.
Cohere Commerce Insight
Retailer feedback across the Cohere Commerce platform highlights the same pattern: fiber-forward SKUs, herbal essentials, and simple, everyday wellness solutions are generating the most stable, predictable movement. Brands that invest in education, clear benefits, and trustworthy sourcing consistently outperform others on both velocity and repeat purchasing.
As shoppers continue to prioritize personal wellness, the supplement aisle remains one of the most resilient and opportunity-rich areas of the store — and these insights show exactly which levers are driving the momentum.
