Trends in US Dietary Supplements in 2026 Released! What Are the Supplement Categories and Ingredients to Watch?
According to Grand View Research, the global dietary supplement market was valued at $192.65 billion in 2024 and is projected to reach $327.42 billion by 2030, with a compound annual growth rate (CAGR) of 9.1%. This growth is driven by various factors, such as the persistently rising prevalence of chronic diseases (obesity, diabetes, and cardiovascular diseases, etc.) and the fast-paced lifestyle.
In addition, NBJ data analysis shows that, classified by product category, the main market categories of the dietary supplement industry in the United States and their respective proportions are as follows: vitamins (27.5%), special ingredients (21.8%), herbs and botanicals (19.2%), sports nutrition (15.2%), meal replacements (10.3%), and minerals (5.9%).
Next, Justgood Health will focus on introducing three popular types: cognitive enhancement, sports performance and recovery, and longevity.
Popular supplement category one: Intelligence-boosting
Key ingredients to focus on: Rhodiola rosea, purslane and Hericium erinaceus.
In recent years, brain-boosting supplements have continued to grow in the health and wellness sector, aiming to enhance memory, attention, and overall cognitive abilities. According to data released by Vitaquest, the global market size for brain-boosting supplements was $2.3 billion in 2024 and is projected to reach $5 billion by 2034, with a compound annual growth rate of 7.8% from 2025 to 2034.
The raw materials that have been studied in depth and widely applied in nootropics include Rhodiola rosea, purslane and Hericium erinaceus, etc. They have unique mechanisms that help improve mental clarity, memory, stress resistance and nervous system health.
Image source: Justgood Health
Rhodiola rosea
Rhodiola rosea is a perennial herb belonging to the genus Rhodiola of the Crassulaceae family. For centuries, Rhodiola rosea has traditionally been used as an "adaptogen", mainly to alleviate headaches, hernias and altitude sickness. In recent years, Rhodiola rosea has been frequently used in dietary supplements to help people enhance cognitive function under stress, improve mental performance and increase physical endurance. It also helps relieve fatigue, improve mood and increase work efficiency. Currently, a total of 1,764 Rhodiola rosea products and their labels have been included in the US Dietary Supplement Reference Guide.
Persistence Market Research reports that the global sales of Rhodiola rosea supplements reached 12.1 billion US dollars in 2024. By 2032, the market valuation is expected to reach 20.4 billion US dollars, with a projected compound annual growth rate of 7.7%.
False purslane
Bacopa monnieri, also known as Water Hyssop, is a perennial creeping plant named for its resemblance to Portulaca oleracea in appearance. For centuries, the Ayurvedic medical system in India has used false purslane leaves to promote "healthy longevity, enhance vitality, the brain and the mind". Supplementing with false purslane can help improve occasional, age-related absent-mindedness, enhance memory, improve some delayed recall indicators, and boost cognitive function.
Data from Maxi Mizemarket Research shows that the global market size of Portulaca oleracea extract was valued at 295.33 million US dollars in 2023. It is expected that the total revenue of Portulaca oleracea extract will increase by 9.38% from 2023 to 2029, reaching nearly 553.19 million US dollars.
In addition, Justgood Health has found that popular ingredients related to brain health also include: phosphatidylserine, Ginkgo biloba extract (flavonoids, terpene lactones), DHA, Bifidobacterium MCC1274, paclitaxel, imidazolyl dipeptide, pyrroloquinoline quinone (PQQ), ergothioneine, GABA, NMN, etc.
Popular supplement category two: Sports performance and recovery
Key ingredients to focus on: Creatine, beetroot extract, L-citrulline, Cordyceps sinensis.
With the enhancement of people's health awareness, an increasing number of consumers are adopting structured exercise routines and training programs, leading to a surge in demand for supplements that enhance athletic performance and accelerate recovery. According to Precedence Research, the global sports nutrition market size is expected to be approximately $52.32 billion in 2025 and reach about $101.14 billion by 2034, with a compound annual growth rate of 7.60% from 2025 to 2034.
Beetroot
Beetroot is a biennial herbaceous root vegetable of the Beta genus in the Chenopodiaceae family, with an overall purple-red color. It contains nutrients essential for human health, such as amino acids, proteins, fats, vitamins, and dietary fibers. Beetroot supplements can help promote the production of nitric oxide because they contain nitrates, which the human body can convert into nitric oxide. Beetroot can increase total work output and cardiac output during exercise, significantly improve muscle energy consumption and oxygen delivery during low-oxygen exercise and subsequent recovery, and enhance tolerance to high-intensity exercise.
Market Research Intellect data shows that the market size of beetroot extract was 150 billion US dollars in 2023 and is expected to reach 250 billion US dollars by 2031. During the period from 2024 to 2031, the compound annual growth rate is projected to be 6.5%.
Justgood Health Sport is a patented and clinically studied beetroot powder product, made from beets grown and fermented in China, rich in standardized proportions of natural dietary nitrate and nitrite.
Xilai Zhi
Hilaike is composed of rock humus, mineral-rich organic matter, and microbial metabolites that have been compressed over hundreds of years in rock layers and Marine biological layers. It is one of the most important substances in Ayurvedic medicine. Xilai Zhi is rich in fulvic acid and over 80 kinds of essential minerals for the human body, such as iron, magnesium, potassium, zinc and selenium. It has many health benefits, such as anti-fatigue and enhancing endurance. Research has found that Xilezhi can increase nitric oxide levels by approximately 30%, thereby supporting the enhancement of blood circulation and vascular function. It can also enhance exercise endurance and promote the production of adenosine triphosphate (ATP).
Data from Metatech Insights shows that the market size of Hilaizhi was $192.5 million in 2024 and is expected to reach $507 million by 2035, with a compound annual growth rate of approximately 9.21% during the period from 2025 to 2035. According to The data released by The Vitamin Shoppe, the sales of Celiac increased by more than 40% in the first quarter of 2025. In 2026, Celiac is likely to become a mainstream product in the field of functional supplements.
Furthermore, Justgood Health has collated and found that the more popular sports nutrition ingredients in the market also include: Taurine, β -alanine, caffeine, ashwaba, Lactobacillus plantarum TWK10®, trehalose, betaine, vitamins (B and C complex), proteins (whey protein, casein, plant protein), branched-chain amino acids, HMB, curcumin, etc.
Popular supplement category Three: Longevity
Key raw materials to focus on: urolithin A, spermidine, fiseketone
In 2026, supplements centered on longevity are expected to become a rapidly growing category, thanks to consumers' pursuit of a longer life and a higher quality of life in old age. Data from Precedence Research shows that the global anti-aging ingredient market size was 11.24 billion US dollars in 2025 and is expected to exceed 19.2 billion US dollars by 2034, with a compound annual growth rate of 6.13% from 2025 to 2034.
Urolithin A, spermidine and fiseketone, etc. are core components specifically targeting aging. These supplements can support cell health, enhance ATP production, regulate inflammation and promote muscle protein synthesis.
Urolithin A: Urolithin A is a metabolite produced by the transformation of ellagittannin by intestinal bacteria, and it has antioxidant, anti-inflammatory and anti-apoptotic properties. In recent years, an increasing number of studies have shown that urolithin A can improve age-related diseases. Urolitin A can activate the Mir-34A-mediated SIRT1/mTOR signaling pathway and exert a significant protective effect in D-galactose-induced aging-related cognitive impairment. The mechanism may be related to the induction of autophagy in hippocampal tissue by urolitin A through inhibiting aging-related astrocyte activation, suppressing mTOR activation, and down-regulating miR-34a.
Valuates data shows that the global market value of urolithin A was 39.4 million US dollars in 2024 and is expected to reach 59.3 million US dollars by 2031, with a compound annual growth rate of 6.1% during the forecast period.
Spermidine: Spermidine is a naturally occurring polyamine. Its dietary supplements have shown significant anti-aging and longevity extension effects in various species such as yeast, nematodes, fruit flies and mice. Research has found that spermidine can improve aging and dementia caused by aging, increase the activity of SOD in aging brain tissue, and reduce the level of MDA. Spermidine can balance mitochondria and maintain the energy of neurons by regulating MFN1, MFN2, DRP1, COX IV and ATP. Spermidine can also inhibit apoptosis and inflammation of neurons in SAMP8 mice, and upregulate the expression of neurotrophic factors NGF, PSD95, PSD93 and BDNF. These results indicate that the anti-aging effect of spermidine is related to the improvement of autophagy and mitochondrial function.
Credence Research data shows that the market size of spermidine was valued at 175 million US dollars in 2024 and is expected to reach 535 million US dollars by 2032, with a compound annual growth rate of 15% during the forecast period (2024-2032).
Post time: Aug-19-2025