The dietary supplements industry continues to expand worldwide, and 2025 is no exception. While the overall market is growing steadily, certain categories are experiencing particularly strong momentum. Both Amazon and brick-and-mortar pharmacies are playing a central role in shaping these trends, influencing consumer demand and brand strategies.
In this article you will discover:
- Which supplement categories are growing the fastest in 2025
- How Amazon and pharmacies drive different product dynamics
- Consumer trends behind supplement purchases
- The role of private label and natural formulations
- Opportunities for new brands and established players
The role of Amazon in supplement growth
Amazon has become the primary marketplace for dietary supplements in Europe and the US. Its advantages include:
- Convenience: fast delivery and easy repeat purchasing
- Consumer trust: reviews and verified purchases act as social proof
- Data-driven growth: top-selling categories are quickly visible through rankings
In 2025, Amazon is particularly strong in:
- Collagen supplements: powders, capsules, and gummies remain top sellers for beauty and joint health.
- Vitamin D3 + K2 sprays: high demand for immune and bone health.
- Magnesium formulations: capsules, powders, and gels popular for stress and muscle recovery.
- Probiotics: digestive and immune support continue to drive sales.
- Sleep and relaxation formulas: melatonin sprays, CBD blends, and adaptogens.
The role of pharmacies in supplement growth
Pharmacies remain a trusted sales channel, especially for regulated products and consumers seeking professional advice. In 2025, growth in pharmacies is driven by:
- Immune health: vitamin C, zinc, and D3 remain staples.
- Energy and fatigue reduction: vitamin B12 sprays, iron supplements, and coenzyme Q10.
- Bone and joint health: calcium + vitamin D3, glucosamine, collagen.
- Women’s health: supplements targeting menopause, hormonal balance, and prenatal support.
- Children’s formulations: gummies and sprays designed for safe dosing.
Amazon vs pharmacy trends
- Amazon excels with convenience, trendy products, and variety (collagen, probiotics, CBD blends).
- Pharmacies excel with trust, essential vitamins, and targeted health categories (iron, prenatal, bone support).
Both channels complement each other and shape a broader growth picture.
Consumer drivers in 2025
- Preventive health: consumers invest in supplements to prevent issues rather than treat them.
- Beauty from within: collagen and skin-supporting vitamins dominate.
- Mental wellness: sleep and stress relief products surge.
- Clean labels: demand for vegan capsules, sugar-free sprays, and organic certifications.
- Personalization: consumers increasingly expect tailored solutions.
Opportunities for brands and manufacturers
- Private label growth: demand for private label vitamins and collagen supplements continues, especially in e-commerce.
- Cross-channel strategies: combining Amazon visibility with pharmacy credibility builds strong brand positioning.
- Product innovation: novel formats like oral sprays and gummies gain traction.
- Education and transparency: brands that communicate ingredients, sourcing, and certifications earn trust.
- Niche positioning: women’s health, active lifestyle, and senior wellness categories are expanding fast.
Checklist to enter Amazon and pharmacies successfully
- Research top categories in both channels
- Select trending supplements with proven demand (collagen, probiotics, magnesium, sleep sprays)
- Ensure regulatory compliance and proper labeling
- Optimize packaging for both online and shelf visibility
- Collect reviews and pharmacist endorsements
- Balance price competitiveness with premium positioning
Common mistakes to avoid
- Copying competitors without differentiation
- Ignoring regulatory requirements for labeling and claims
- Underestimating the importance of consumer reviews on Amazon
- Offering outdated formats when demand is shifting to sprays and gummies
- Failing to align with pharmacy purchasing criteria
FAQs
Which supplements are the fastest growing on Amazon in 2025?
Collagen, probiotics, vitamin D3+K2 sprays, magnesium, and sleep formulas are leading categories.
Which supplements are strongest in pharmacies?
Immune health staples (vitamin C, zinc, D3), energy boosters (iron, B12), and bone health products are among the top sellers.
Is collagen still trending in 2025?
Yes, collagen remains a top category for both beauty and joint health, with strong growth in powders, gummies, and oral gels.
Are CBD cosmetics and supplements growing together?
Yes, CBD products are gaining traction both in wellness supplements and topical cosmetics, especially in premium positioning.
Conclusion
In 2025, the supplements with the strongest growth on Amazon include collagen, probiotics, magnesium, vitamin sprays, and sleep formulas. In pharmacies, immune health, energy support, bone health, and women’s health dominate.
For entrepreneurs and manufacturers, this presents a clear opportunity: focus on high-demand categories, ensure compliance and quality, and use both channels strategically to maximize visibility and trust.
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