The dietary supplement market is undergoing profound change. Moving away from the universal vitamin approach and towards targeted, preventative health strategies, consumers are now more informed, demand more, and expect scientifically sound answers. We've summarized the most important raw material trends for 2026.
- ~$109 billion - Global market value for dietary supplements in 2026
- 70% of Germans now take dietary supplements – and the trend is rising
- €2.35 billion - Projected market volume in Germany by 2030
Trend 1: Longevity Raw Materials: Staying Younger, Not Just Living Longer
By 2026, the longevity trend will no longer be a niche topic – it will have become a megatrend. Consumers are thinking in terms of decades and want dietary supplements that slow down aging processes at the cellular level.
NMN & NAD+
Nicotinamide mononucleotide (NMN) is a precursor to NAD+, a coenzyme essential for cellular energy production. NAD+ levels decline dramatically with age – NMN supplementation aims to counteract this decline. It is particularly popular in capsule and sublingual formulations.
Resveratrol
This polyphenol from grape skins and red wine is considered one of the best-known "anti-aging" agents. It activates sirtuins – proteins involved in cell renewal. It is often combined with quercetin or NMN for synergistic effects.
Collagen (Type I & II)
From the age of 25, the body's own collagen production declines continuously. Hydrolyzed collagen (collagen peptides) is particularly bioavailable and is used preventively for skin, joints, and cartilage. Interest in plant-based collagen boosters is also growing.
Omega-3 Fatty Acids
EPA and DHA from fish oil or algae oil are among the best-researched raw materials available. They support cardiovascular health, cognitive function, and have anti-inflammatory properties. Algae-based products are rapidly gaining market share as a vegan alternative.
Trend 2: Creatine: From the Gym to Everyday Life
Creatine is no longer just a supplement for bodybuilders. By 2026, this raw material had established itself as one of the most versatile and best-researched active ingredients in the entire supplement market. The new target group: women, older adults, and professionals who want to optimize cognitive performance and metabolic health.
Why Creatine Will Boom in 2026
Creatine replenishes phosphocreatine stores in muscles, thus enabling faster regeneration of ATP—the body's universal energy carrier. In addition to its classic effects on muscle strength and endurance, recent studies indicate positive effects on memory, concentration, and mood—especially in cases of sleep deprivation or mental stress. New formulations like micronized creatine or creatine HCl promise better solubility and fewer stomach problems.
Particularly striking: The online channel dominates creatine sales. Already, over a third of all global creatine sales are conducted via e-commerce – and this trend is continuing to rise. Personalized direct subscriptions and multi-ingredient formulas (creatine + electrolytes + adaptogens) are setting new standards.
Trend 3: Gut Health: The Microbiome as a Health Hub
The science is clear: A healthy gut microbiome influences not only digestion, but also the immune system, mood, and even cognitive performance. In 2026, we will experience a three-stage boom: probiotics, prebiotics – and increasingly, postbiotics.
Probiotics
– Live strains of bacteria (e.g., Lactobacillus, Bifidobacterium) that directly enrich the gut microbiome. Especially popular among young women between 18 and 34 years of age.
Prebiotics
– Dietary fibers such as inulin or FOS, which serve as "food" for beneficial gut bacteria and promote their growth.
Postbiotics
– The next stage of evolution: inactivated microorganisms or their metabolic products. The market is growing at over 11% per year – the fastest-growing area in gut health.
Synbiotics
– Combination products of probiotics and prebiotics for maximum synergistic effect.
Health in 2026 means: not reacting when something goes wrong – but thinking ahead, acting preventively, and supporting the body daily.
Trend 4: Adaptogens & Brain Health: Stress resistance from nature
Hericium (Lion's Mane)
This medicinal mushroom can stimulate the production of NGF (Nerve Growth Factor) and is considered promising for concentration, memory, and neuroprotective effects. It is especially popular in so-called "mushroom coffee."
L-Theanine
This amino acid from green tea promotes a relaxed yet alert mental state without sedation. Combined with caffeine, it's considered the classic "focus stack"—popular with gamers, students, and professionals.
Magnesium Glycinate
Magnesium is involved in over 300 enzymatic reactions. The glycinate form is considered particularly bioavailable. It is said to be easy to digest and gentle on the stomach. By 2026, it will be the preferred form for sleep support and stress management..
Trend 5: Women's Health & Plant-Based Proteins: Changing Target Groups
Two more strong growth areas in 2026: Supplements specifically for women and plant-based protein sources. The market is moving away from a one-size-fits-all approach.
In women's health, the focus is shifting away from generic multivitamins toward formulations for hormonal balance, cycle support, energy, and skin health. Vitamins D and B, iron, folic acid, and maca extract are particularly popular.
In the plant-based protein sector, pea protein, hemp protein, and algae extracts (spirulina, chlorella) have experienced sustained success. They appeal to both environmentally conscious consumers and people with food intolerances. The plant-based segment is growing at a CAGR of almost 10% – twice as fast as the overall market.
Conclusion: The market of the empowered
Dietary supplements in 2026 are no longer a lifestyle accessory – they are part of a conscious, long-term health strategy. Today's consumers are more informed, more discerning, and willing to invest in quality. Anyone looking for the right supplement will benefit from having their blood tested first – because these raw materials unfold their strongest effects when used in a targeted manner.
Important note: Dietary supplements are not a substitute for a balanced diet and medical treatment. Always consult a healthcare professional regarding specific health concerns.
Disclaimer
Some of the raw materials presented here – including certain mushroom extracts, NMN, and selected plant extracts – may fall under the EU Novel Food Regulation (EU) 2015/2283 and are only marketable in the EU if they are approved or classified as safe. We carefully test our products for compliance. However, please check independently before purchasing whether a product is approved for your market – especially for supplements from non-EU countries. Up-to-date information can be found in the EU Commission's Novel Food Database.
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For legal reasons, we would like to point out that some of the above statements require further research and studies to scientifically prove them. Therefore, not all statements can currently be accepted by conventional medicine.
The information contained in this article regarding legal regulations, approvals, and possible uses of raw materials is based on careful research and our current state of knowledge (as of July 2025). However, we assume no liability for the completeness, accuracy, or timeliness of the information.
The legal framework for food and food supplements is subject to constant change. Therefore, the manufacturer or distributor is always responsible for checking the applicable regulations, EU regulations, and approval lists for the use of raw materials and health-related claims.
In case of legal uncertainty, we recommend consulting legal experts or the relevant authorities.