Actionable insights for natural health retailers to capitalize on functional nutrition, innovative delivery formats and cutting-edge longevity ingredients.
The Vitamin Shoppe’s 2025 Health & Wellness Trend Report reveals five pivotal movements that are reshaping Canadian supplement and functional food retail. By understanding these developments and weaving them into merchandising, marketing and educational strategies, independent retailers can deepen customer trust and unlock new avenues of growth.
Functional Protein Foods and Ready-to-Drink Beverages
The days of relying solely on powder tubs are giving way to on-the-go nutrition formats. Year-to-date sales at The Vitamin Shoppe indicate that ready-to-drink protein beverages have surged by 20 per cent, while protein bars and snacks have climbed by 28 per cent, even as powders declined by 12 per cent. For retailers, this trend presents an opportunity to spotlight grab-and-go options at point of sale, arrange tasting events that encourage trial, and pair complementary items, such as adaptogen shots alongside energy bars, to boost basket size and impulse purchases.
The NAD⁺ Longevity Revolution
Consumer interest in cellular-health supplements has exploded. Searches for NAD⁺ precursors—nicotinamide riboside (NR) and nicotinamide mononucleotide (NMN)—spiked nearly 500 per cent this year, driving a 91 per cent growth in the healthy-aging category in Q1. To capitalize on this wave, retailers should equip staff with a deep understanding of how precursors differ from direct NAD⁺ supplementation and develop dedicated longevity sections both in-store and online. Digital newsletters featuring clinical data and founder-origin stories can reinforce credibility and foster loyal followings among customers seeking age-management solutions.
Peptides as Performance Enhancers
Once confined to the beauty cabinet, peptides are now racing into sports nutrition aisles. Searches for peptide-enhanced products climbed over 550 per cent in 2025, with formulations like “AN Performance Creatine + Peptide” leading the charge. Retailers can harness this momentum by hosting athlete meet-and-greets in flagship locations, distributing mini-reports via QR codes that explain peptide mechanisms and benefits, and running targeted promotions that frame peptides as essential tools for recovery, strength and overall athletic performance.
Beyond Pills: Alternative Delivery Formats
Convenience remains king as consumers seek simpler ways to integrate supplements into busy lives. Liquid vitamins have posted a 50 per cent jump in sales, and creatine gummies have seen a staggering 1,300 per cent surge in online searches. Gummies, beadlets and topical sprays not only differentiate retail assortments but also enhance compliance. Retailers can maintain customer engagement by rotating format spotlights, such as featuring a “Liquid of the Week” display, and offering sampling stations that encourage shoppers to experiment with novel delivery systems.
Shilajit’s Modern Resurgence
This ancient Ayurvedic resin is experiencing a revival, climbing over 40 per cent in sales during the first quarter. Valued for its rich fulvic-acid and mineral profile, shilajit resonates with consumers seeking natural energy, immune support and cognitive clarity. Retailers are encouraged to host educational workshops on adaptogens, curate bundle promotions pairing shilajit with complementary botanicals like ashwagandha and sea moss, and tell compelling sourcing stories that highlight heritage and sustainability, thus forging emotional connections with customers.
Integrating Trends into Retail Strategy
To transform these insights into sales momentum, Canadian health retailers should reimagine store layouts by lifestyle theme, creating zones such as “Longevity Lab” or “Functional Fuel” to facilitate discovery. Investing in regular staff training and vendor-led demonstrations will ensure teams speak confidently about emerging ingredients. Digital channels can preview in-store launches and sample events, driving foot traffic and blending physical with online experiences. Cross-merchandise trending ingredients to foster trial and increase transaction values, while aligning promotions with local search behaviour and inventory data to optimize stock levels and marketing spend.
By embracing functional protein formats, the NAD⁺ longevity movement, peptide-driven performance, alternative delivery systems, and the resurgence of shilajit, natural health retailers can position themselves as trusted wellness destinations in 2025. Strategic merchandising, education and omnichannel storytelling will not only meet consumer expectations but also build loyalty and sustainable growth well into the future.
