Shopify recently published their 20 Trending products to sell 2025 article and ShelfTrend is diving deeper into their top pick Vitamins and Supplements.
The vitamins and supplements industry continues to experience robust growth, making it an attractive opportunity for Shopify entrepreneurs. With consumers increasingly focused on health and wellness, especially in the post-pandemic era, this market segment offers considerable potential for e-commerce sellers who approach it strategically.
Market Overview
The global dietary supplements market size was valued at approximately $164 billion in 2023 and is projected to grow at a CAGR of 8.9% through 2030. This growth is fueled by increasing health consciousness, aging demographics, and the mainstreaming of preventative health approaches.
For Shopify sellers, this presents an opportunity to capitalize on a trending market with strong fundamentals. However, success requires understanding emerging subcategories, target demographics, and effective marketing strategies.
Emerging Subcategories Worth Exploring
1. Personalized Nutrition Supplements
The one-size-fits-all approach to supplements is giving way to personalized solutions. Products that address specific health profiles or allow customization are gaining traction.
Growth Indicators:
Rise of at-home testing kits paired with custom supplement regimens
Increasing consumer willingness to provide personal health data for tailored recommendations
Premium pricing potential due to personalization value
2. Mental Wellness & Cognitive Support
The pandemic accelerated interest in mental health support, creating strong demand for supplements targeting cognitive function, stress reduction, and mood enhancement.
Popular Ingredients:
Adaptogens (Ashwagandha, Rhodiola)
Nootropics for focus and mental clarity
L-theanine and GABA for stress relief
Mushroom complexes (Lion's Mane, Reishi)
3. Gut Health & Microbiome Support
The connection between gut health and overall wellness has entered mainstream consciousness, driving growth in:
Specialized probiotics targeting specific health concerns
Prebiotic fibers and synbiotic combinations
Digestive enzymes and gut-healing compounds
Postbiotics and parabiotic products
4. Beauty-from-Within / Nutricosmetics
The integration of beauty and wellness has created strong growth in supplements targeting:
Collagen peptides and precursors
Skin hydration and elasticity compounds
Hair and nail health formulations
Anti-aging antioxidant complexes
5. Sports Nutrition for Everyday Athletes
As fitness becomes more accessible, sports nutrition products are being reformulated for casual exercisers rather than just bodybuilders:
Plant-based protein alternatives
Recovery-focused formulations
Clean label pre-workouts with natural ingredients
Functional fitness blends
Target Demographics & Growing Consumer Segments
Health-Conscious Millennials
This demographic values:
Transparency in sourcing and manufacturing
Sustainable and ethical business practices
Digital-first shopping experiences
Research-backed ingredients
Marketing Approach: Educational content focusing on scientific evidence, sustainability stories, and lifestyle integration.
Aging Gen X and Boomers
This powerful buying segment is interested in:
Joint health and mobility support
Cardiovascular wellness
Cognitive maintenance
Energy and vitality products
Marketing Approach: Emphasize quality, clinical validation, and convenience while avoiding overly technical language.
Gen Z Wellness Enthusiasts
The youngest consumer segment prioritizes:
Novel delivery formats (gummies, effervescents, etc.)
Social responsibility and sustainability
Mood and stress support
Authentic brand storytelling
Marketing Approach: Strong social media presence with authentic user-generated content and transparent communication.
Trending Search Terms by Subcategory
1. Collagen Supplements
Trending Terms: "collagen peptides," "marine collagen," "collagen for skin," "collagen powder benefits"
Insights: Collagen supplements have seen consistent growth since 2019, driven by their association with skin health, anti-aging, and joint support1.
2. Pet Supplements
Trending Terms: "dog probiotics," "cat fish oil," "pet multivitamins," "natural pet supplements"
Insights: Searches for "dog probiotics" have risen by 91% in the last five years, reflecting the growing trend of pet owners prioritizing gut health for their pets2.
3. Sports Nutrition Supplements
Trending Terms: "whey protein isolate," "BCAA benefits," "creatine monohydrate," "pre-workout supplements"
Insights: Protein remains a dominant category in dietary supplements, with whey protein leading interest globally7.
4. Vitamin D Supplements
Trending Terms: "vitamin D deficiency," "vitamin D immune support," "best vitamin D supplement"
Insights: Interest in vitamin D spiked significantly during the COVID-19 pandemic and remains high due to its role in immune health47.
5. Herbal Supplements
Trending Terms: "ashwagandha benefits," "turmeric curcumin," "elderberry syrup," "milk thistle detox"
Insights: Herbal supplements are increasingly sought after for their natural health benefits, including stress relief and immune support3.
6. Nootropics
Trending Terms: "nootropics for focus," "natural brain boosters," "lion's mane mushroom benefits"
Insights: Interest in nootropics has grown steadily, with terms like “natural brain boosters” reflecting consumer interest in cognitive enhancement5.
7. Beauty-from-Within Supplements
Trending Terms: "hair growth vitamins," "skin glow supplements," "anti-aging pills"
Insights: Consumers are increasingly searching for supplements targeting visual concerns like hair growth and mature skin3.
8. Pre-, Pro-, and Post-Biotics
Trending Terms: "best probiotics for gut health," "prebiotics vs probiotics," "postbiotic benefits"
Insights: Probiotics dominate this category, with searches for prebiotics averaging 11.5K monthly between February 2020 and February 20216.
9. Women's Health Supplements
Trending Terms: "hormone balance supplements," "menopause relief vitamins," "prenatal vitamins"
Insights: Hormonal health is a top concern, with searches for hormone-balancing products growing by nearly 193% year-over-year3.
10. Green Food Supplements
Trending Terms: "spirulina powder benefits," "chlorella detox," "greens powder reviews"
Insights: Green superfoods like spirulina and chlorella are gaining popularity among health-conscious consumers3.
11. GLP-1 Support Supplements
Trending Terms: “GLP-1 weight loss,” “metabolic health supplements,” “natural GLP-1 boosters”
Insights: Interest in GLP-1-related products is rising due to their association with weight loss and metabolic health3.
12. Organic and Plant-Based Supplements
Trending Terms: “vegan multivitamins,” “organic protein powder,” “plant-based omega-3”
Insights: Consumers are prioritizing sustainability and natural ingredients, boosting interest in organic products3.
13. Immune Health Supplements
Trending Terms: “elderberry immune support,” “zinc and vitamin C,” “immune booster gummies”
Insights: Immune health remains a key focus post-pandemic, with elderberry and zinc showing steady growth in search volume7.
By leveraging these trending terms in your SEO strategy, product descriptions, and marketing campaigns, you can better align your Shopify store with consumer demand in the vitamins and supplements market.
Marketplace Comparison Matrix: Where to Sell Your Products
Shopify (Own Store)
Best For: Differentiated brands with strong marketing capabilities and unique product offerings.
Success Case: Care/of personalized vitamins built a $225M brand through direct-to-consumer sales.
Challenges: Requires significant marketing investment and trust-building from scratch.
Integration: Native platform, full control of customer experience.
Amazon
Best For: Products with proven demand, competitive pricing, and strong reviews potential.
Success Case: Sports Research supplements have leveraged Amazon's traffic to build a multimillion-dollar presence.
Challenges: Intense competition, high fees, and limited customer relationship ownership.
Integration: Amazon Sales Channel app for Shopify, easy inventory sync.
Walmart Marketplace
Best For: Value-oriented supplement brands with mainstream appeal.
Success Case: Ancient Nutrition has successfully expanded to Walmart while maintaining brand integrity.
Challenges: Strict approval process and typically lower price points than other channels.
Integration: Walmart Marketplace by Cedcommerce app for Shopify.
Etsy
Best For: Artisanal, small-batch, or uniquely formulated supplements.
Success Case: Brands like Moon Juice have found success with premium, artisanal formulations.
Challenges: Customer expectations for handmade or unique products.
Integration: Etsy Integration by Cedcommerce app for Shopify.
eBay
Best For: Specialty or unique supplements not easily found elsewhere.
Success Case: Specialty brands like Pure Nootropics have found success with hard-to-find formulations.
Challenges: Lower average order value and less trusted for health products.
Integration: eBay Integration by Codisto app for Shopify.
Instagram Shop
Best For: Visually appealing brands with strong social media presence.
Success Case: Ritual vitamins leveraged Instagram's visual platform for brand building.
Challenges: Requires consistent content creation and engagement.
Integration: Facebook & Instagram app for Shopify.
Facebook Marketplace
Best For: Local or regional supplement brands looking to build community presence.
Success Case: Small batch producers can leverage local customer base.
Challenges: Limited presentation options and trust factors for health products.
Integration: Facebook & Instagram app for Shopify.
Google Shopping
Best For: Brands with strong SEO strategy and market-competitive pricing.
Success Case: NOW Foods effectively uses Google Shopping to drive targeted traffic.
Challenges: Can be expensive with high cost-per-click in competitive niches.
Integration: Google Shopping app for Shopify.
TikTok Shop
Best For: Brands targeting younger demographics with engaging visual content.
Success Case: Athletic Greens has successfully used TikTok to reach new customers.
Challenges: Requires consistent, creative short-form video content.
Integration: TikTok app for Shopify.
Newegg
Best For: Supplements targeting tech-savvy consumers, especially in the nootropics space.
Success Case: Nootropics brands have found niche audience here.
Challenges: Platform primarily known for electronics, not health products.
Integration: Newegg Integration app for Shopify.
Vitamin & Supplement Price Segments
Budget Segment ($5-15)
Product Examples:
Basic multivitamins (30-day supply)
Generic vitamin D3 supplements
Standard B-complex formulations
Basic calcium supplements
Marketplaces: Performs well on Amazon, Walmart, and eBay
Margins: Typically 20-30% after platform fees
Competition: Extremely high, dominated by established brands
Customer Profile: Price-sensitive consumers, supplement beginners
Mainstream Segment ($15-40)
Product Examples:
Higher-quality multivitamins with specialized formulations
Targeted supplements (sleep, stress, immune)
Mid-tier protein powders
Popular herbal extracts (turmeric, ashwagandha)
Marketplaces: Strong across all platforms, especially Amazon and Shopify stores
Margins: Typically 30-45% after platform fees
Competition: High but differentiation possible through formulation and branding
Customer Profile: Health-conscious consumers with some supplement knowledge
Premium Segment ($40-100+)
Product Examples:
Personalized vitamin regimens
Professional-grade supplement protocols
Specialized formulations (liposomal delivery, high bioavailability)
Comprehensive wellness systems and bundles
Marketplaces: Performs best on owned Shopify stores, followed by Amazon
Margins: Typically 45-65% after platform fees
Competition: Lower but requires strong differentiation and brand story
Customer Profile: Wellness enthusiasts, health-focused professionals, bio-hackers
Luxury Segment ($100-300+)
Product Examples:
Subscription-based custom protocols with testing
Medical-grade formulations with proprietary delivery systems
Full-spectrum wellness systems with coaching components
Celebrity-endorsed specialized regimens
Marketplaces: Almost exclusively on owned Shopify stores
Margins: 60-75% after acquisition costs
Competition: Low but requires significant brand building and credibility
Customer Profile: Affluent consumers, performance-focused individuals, aging professionals
Effective Marketing Strategies for Supplement Brands
Content Marketing Excellence
Successful supplement brands are educational powerhouses:
Detailed blog posts explaining benefits and mechanisms
Ingredient spotlights with scientific backing
Expert interviews and collaborations
Customer success stories (within regulatory bounds)
Email Marketing for Supplement Brands
Email remains particularly effective for supplements due to:
Education opportunities through sequential content
Replenishment reminders based on purchase cycles
Personalized recommendations based on past purchases
Subscription incentives and retention efforts
Influencer & Affiliate Marketing
The supplements industry thrives on trusted recommendations:
Micro-influencers with highly engaged health-focused audiences
Healthcare professional affiliates (where regulations permit)
Brand ambassadors with authentic personal stories
User-generated content featuring visible results
Subscription Models
Supplements are ideally suited for subscription models:
Predictable consumption patterns
Customer convenience value proposition
Improved customer lifetime value
Opportunities for subscriber-exclusive formulations
Sourcing and Manufacturing Options*
*Note: ShelfTrend has no affiliation with these companies and offer them as examples to research further
White Label Manufacturers
Benefits:
Lower minimum order quantities
Faster time to market
Reduced formulation complexity
Considerations:
Limited differentiation
Potential for competitor overlap
Less control over formulations
Notable Players:
Robinson Pharma (USA)
Makers Nutrition (USA)
Supplement Factory (UK)
NutraScience Labs (USA)
Custom Formulation Partners
Benefits:
Unique product differentiation
Intellectual property potential
Formula ownership
Considerations:
Higher minimums
Longer development timeline
Increased regulatory complexity
Notable Players:
Glanbia Nutritionals
Nutricap Labs
Vitajoy USA
Alpha Packaging
Contract Manufacturers with Turnkey Solutions
Benefits:
End-to-end services (formulation, production, packaging)
Regulatory guidance
Scale capabilities
Considerations:
Higher investment requirements
Longer partnership commitments
More complex contracts
Notable Players:
NOW Foods Contract Manufacturing
Nature's Products, Inc.
Nutraceutical Corporation
Paragon Laboratories
Regulatory Considerations for Shopify Sellers
The supplements industry is regulated differently across regions. Key considerations include:
FDA Compliance: In the US, supplements must comply with DSHEA regulations, including appropriate labeling, valid structure/function claims, and GMP manufacturing.
Claims Limitations: Be extremely cautious about product claims. Structure/function claims are permitted with a disclaimer, but disease claims are not.
Listing Requirements: Marketplaces like Amazon require additional documentation for supplements, including Certificate of Analysis (CoA) and Good Manufacturing Practices (GMP) certification.
International Variances: Regulations vary significantly between countries. What's legal in the US may be classified as a pharmaceutical in another country.
Success Factors for Shopify Supplement Brands
1. Quality Assurance & Transparency
Leading brands differentiate by providing:
Third-party testing documentation
Clearly stated ingredient sources
Transparent manufacturing practices
Certificate of Analysis (CoA) availability
2. Compelling Brand Narrative
Successful supplement brands tell powerful stories about:
Founder's personal health journey
Scientific development process
Unique ingredient sourcing relationships
Mission and purpose beyond profit
3. Multi-Channel Customer Education
Education drives supplement sales through:
Detailed product pages with mechanism explanations
FAQ content addressing common questions
Video content demonstrating benefits and usage
Clear dosage and expectation guidance
4. Strategic Product Bundling
Increase average order value through thoughtful combinations:
Complementary formulations addressing related concerns
Morning/evening routines
Starter kits for specific health goals
Subscription bundles with progressive benefits
The vitamins and supplements market offers substantial opportunities for Shopify entrepreneurs willing to invest in product quality, regulatory compliance, and customer education. By focusing on emerging subcategories, understanding target demographics, and implementing effective marketing strategies, sellers can establish profitable and sustainable businesses in this growing industry.
Success will come to those who prioritize transparency, quality, and genuine customer outcomes rather than chasing short-term gains through questionable claims or inferior products. The most sustainable approach is building a brand that customers trust for their ongoing health needs, creating valuable lifetime customer relationships.
Sources & Further Reading
Grand View Research. (2023). "Dietary Supplements Market Size & Share Report, 2023-2030."
Nutrition Business Journal. (2024). "Supplement Business Report."
Food and Drug Administration. (2023). "Dietary Supplements: What You Need to Know." https://www.fda.gov/food/dietary-supplements
Council for Responsible Nutrition. (2024). "Consumer Survey on Dietary Supplements."
McKinsey & Company. (2023). "Wellness in 2023: How Consumers Define Health Now."
National Institutes of Health, Office of Dietary Supplements. (2024). "Dietary Supplement Fact Sheets." https://ods.od.nih.gov/factsheets/list-all/
Shopify. (2024). "Health and Wellness Industry Report."
American Herbal Products Association. (2023). "Botanical Safety Handbook."
Euromonitor International. (2024). "
PubMed study on dietary supplement popularity using Google Trends (2004-2019)12
Healthnews report on most googled longevity supplements globally in 20243
Nutraingredients-USA article on top supplement trends according to Google in 20244
Monash University research on nutritional supplement interest during COVID-19 pandemic5
Google Trends data6
Glimpse report on vitamin and supplement trends for 2025