Wellness is taking centre stage in 2026, according to a new consumer survey commissioned by leading natural products manufacturer NOW.
The survey revealed that supplement use is at an all-time high, with 76% of participants now taking supplements daily and 44% reporting increased use in 2025 compared to 2024, reflecting a continued shift toward proactive, holistic wellness practices for longevity.
When asked about their health priorities for 2026, consumers cited general health (55%), immune health (47%), energy support (44%), stress and mood support (41%) and weight management (35%) as their top priorities for supplement support.
"At a time when consumers are focusing on their health and wellness now more than ever before and relying on supplements to support their wellness goals and fill in nutrition gaps, NOW can be that reliable and affordable brand they reach for," said DJ Blatner, NOW Wellness Expert and Registered Dietitian Nutritionist.
"NOW is fully transparent when it comes to prioritising their industry-leading quality protocols, which is imperative when it comes to earning consumer trust."
"They perform more than 31,000 tests every month from raw ingredients to finished products to ensure what's on the label is in the bottle and nothing else."
"I like to say they're a total wellness solution anyone can feel good about."
Blatner notes that finding trusted supplements is so important, yet the survey also revealed nearly half (44%) of respondents worry about safety and quality and more than one-third (35%) aren't sure which brands to trust.
"I may be a dietitian recommending supplements, but I'm also a consumer with so many choices in the supplement aisle and online, so there are checks I do personally and also recommend my clients consider to help them be more educated and confident shoppers," Blatner said.
For nutraceutical brands, building and maintaining consumer trust can be achieved by meeting these requirements from consumers. Brands should consider the following:
- Evaluate manufacturing and quality credentials: prioritise partners with robust GMP compliance and recognised third-party certifications (e.g. ISO-accredited facilities, Informed Sport, USDA Organic). These credentials indicate scalable, audit-ready manufacturing and alignment with global regulatory expectations
- Scrutinise claims, substantiation and formulation transparency: avoid suppliers that rely on exaggerated marketing claims or opaque proprietary blends. Credible partners should be able to substantiate label claims with peer-reviewed science and provide clear documentation to support regulatory review and downstream brand protection
- Assess quality control and testing infrastructure: look for suppliers that proactively disclose their quality management systems, analytical capabilities and testing frequency
- Prioritise clinically backed, trademarked ingredients: the use of trademarked ingredients supported by supplier-led clinical research can enhance product differentiation, safety assurance and efficacy claims, while also simplifying technical dossiers and marketing authorisation processes
- Verify supply chain reliability and traceability: work with manufacturers and distributors that offer clear traceability, direct sourcing and secure distribution channels to minimise the risk of adulteration, counterfeiting, or variability across batches
- Confirm scientific and regulatory expertise: ensure the organisation is supported by qualified scientific, regulatory and quality professionals with demonstrable experience in nutraceutical development. Access to credible in-house expertise strengthens formulation decisions, compliance readiness and long-term partnership value.