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QUARTERLY MAGAZINE OF THE NIOA

NIOA NEWS National Independent Operators Association

Volume 9 Fall 2026

Beyond the Label: How Biohealth Nutrition and Legacy Are Built for Specialty Retail

NIOA MESSAGE FROM THE PRESIDENT ERIC MILLER As we head into the fall, Q3 brings both real challenges and meaningful opportunities for GNC franchisees. Many stores are still working through softer retail traffic, margin pressure and the ongoing need to stay competitive in a marketplace where mass, club and online channels continue to grow. At the same time, we are seeing encouraging signs of progress, stronger communication with GNC leadership and new product opportunities that can help drive traffic, build baskets and support healthier margins. Product Momentum and Margin Pressure Lit V2 and Creabolic sales continue to grow while supporting a strong margin in the sports category. Protein is a major challenge for the industry right now and for the foreseeable future as the major food companies are taking supply, driving pressures on margin. Wheybolic is a mainstay in the protein category. The NIOA would like to see GNC offer more margin to support our stores. GNC is bringing back their focus on multis which is great for the franchise business. As corporate sell more multis so will franchisees, which will help our margins. GNC Corp has presented major concerns as two DP vendors were told not to ship direct. For the many franchisees that are willing to do the extra work, buying direct can offer much more margin. Direct vendors offer much better pricing, on demand delivery, constant in-stock positions, and extra margin when you factor in credit card points. You also can build a relationship that provides free samples for customers along with promo materials to build your business. The NIOA is trying to address this with constructive conversations as this margin hit will make it even harder for stores to thrive into the future. Staying Connected Through NIOA Staying connected through NIOA remains so important. Our Town Hall calls, sponsor webinars, member Facebook group and direct conversations with Board members give franchisees a place to hear timely updates, ask questions,

share concerns and learn what is working in other stores. The more engaged we are as a system, the better positioned we are to identify issues early, elevate franchisee priorities and work together toward practical solutions. One recent example was our July Town Hall Call, which delivered helpful information and strong member value. Attendees received $500 in giveaways from Alpha Lion and CCi, and presenters shared practical tips on rent and lease negotiations, updates on Ship from Store, the latest news from Brands and upcoming promotions with GNC. These calls are designed to give owners and operators information they can use right away, while also keeping everyone connected to the broader conversations affecting our businesses. Opportunities to Drive Sales & Profitability NIOA also continues to focus on the areas franchisees can influence most directly: product mix, operational execution, promotional awareness and margin discipline. New and trending products, including Alpha Lion Burn 2.0 and other launches coming through CCi, are creating opportunities for add-on sales and stronger customer engagement. The key is making sure stores are stocked, displays are visible and teams are prepared to speak confidently about products that are generating excitement. At the same time, profitability remains at the center of our advocacy. We will continue reinforcing the importance of pricing and promotional strategies that support traffic without undermining the franchise business model. We are encouraged by GNC’s continued attention to discounting, reduced stacking in some areas and our ongoing conversation around Ship from Store and loosening parameters for participation. The system is not perfect, but continued dialogue gives us a path to keep pushing for positive progress.

continued on page 3 NIOA | 1

CONTENTS

NIOA President’s Message GNC CEO Message NIOA 2026 Board Biohealth Nutrition GYMREAPERS - Inside Front cover Redcon1 - page 3 Smash Supplements - page 3 REDEFINE - page 5 Basic Research - page 5 Health Plus - page 5 Alpha Lion - page 7 Biohealth/Legacy - page 10 Codeage - page 12 Adaptive Health - page 13 NOW Foods - page 15 Brew Shockalaka - page 17

1 4 6 8

12 NOW Foods 14 Sponsors 18 Dietary Supplement Trends 22 Franchisee Spotlight

Advertisers Index JiMMYBAR! - page 17 MuscleSport - page 24 Mutant - page 25 Fit Life - page 27 Neutonic - page 27 Nutrabio - page 28 Jocko Fuel - page 29 Legion - page 29 Psycho Pharma - page 30 CCi - Inside Back Cover Celsius - Back Cover

Our Mission Statement

The Association will respect, aid and empower the franchisor while pursuing initiatives to improve profitability, operations and the financial health and welfare of franchisees.

2 | NIOA

PRESIDENT’S MESSAGE continued from page 1 We also recognize that the coming months will require focus and flexibility. Q3 and Q4 are important selling seasons, and every store will need to make the most of vendor support, hot product alerts, sponsor education, local execution and team training. NIOA will continue sharing practical ideas, updates and best practices to help make day-to-day operations easier and businesses more profitable. We Need You As we look ahead, NIOA’s ability to continue this work depends on franchisees who are willing to lead. Several current Board members have reached the end of their terms, which creates an important opportunity for new voices to step forward. A strong, unified franchisee association does not happen on its own; it takes members who care about the future of the

system and are willing to give time, perspective and leadership on behalf of their fellow owners and operators. Board service is both personally and professionally rewarding. It gives franchisees the chance to work alongside other talented operators, help shape NIOA’s priorities and ensure our organization remains strong, sustainable and effective. If you care about NIOA’s future and the strength of our franchise community, please consider volunteering to serve. If you know another franchisee who would be a good fit, we ask that you personally encourage them to step forward as well. If you are interested in learning more about the commitment and next steps, please reach out to nioa@dci-kansascity.com. Your involvement matters, and this is an important moment for members to help guide what comes next. Thank You for Staying Engaged Thank you for staying involved, participating in calls and webinars, sharing feedback and continuing to support NIOA’s work. The challenges ahead are real, but so are the opportunities. With strong participation and new leaders willing to serve, NIOA can continue to be a valuable voice and resource for GNC franchisees.

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LETTER TO NIOA FROM GNC CEO MICHAEL COSTELLO Dear NIOA Franchise Members, I hope this message finds you well. As we continue through 2026, I want to take a moment to thank you for your partnership, commitment, and the important role you play in serving our customers and strengthening the GNC brand every day. I am pleased to share that we are seeing positive momentum across the business. The actions we have taken together to strengthen our operations, improve profitability, and focus on disciplined execution are producing encouraging results. Just as importantly, we continue to make meaningful progress in paying down debt and improving our overall financial position. This progress gives us greater flexibility to invest in the business, support growth initiatives, and create long-term value for the entire GNC system. While we are encouraged by our recent performance, we remain focused on one of our most important priorities: driving traffic into our stores and creating reasons for customers to choose GNC first. Our commitment to supporting your business remains strong, and we will continue to invest in the areas that matter most: • Innovation and newness, including exciting products from both GNC brands and our third-party vendor partners that attract new customers and drive repeat visits. • An agile marketing approach that continually evaluates performance and adjusts tactics to maximize effectiveness and return on investment. • Promotions that are meaningful to customers and generate results, delivering value to consumers while driving profitable sales for both GNC and our Franchise Partners. We have also recently committed to improving the website experience through a major overhaul of our website and mobile apps, targeted for completion by summer 2027. 4 | NIOA

Looking forward to sharing more as the project develops. In addition to these efforts, I want to encourage every Franchise Partner to take full advantage of the business tools and resources that have recently been developed to help you manage and grow your business more effectively. These tools include: • The Performance Scorecard, Category Scorecard, and Franchise Margin Report, which provide critical business insights and performance data that you can access whenever it is convenient for you. • The Weekly Communications Highlights email, which summarizes the key communications distributed to Franchise Partners throughout the week and helps ensure important information is not missed. Making these resources part of your regular weekly business routine can have a meaningful impact on your results. By consistently reviewing these reports and communications, you can stay informed about wholesale discount opportunities, retail funding programs, and promotional activities that drive traffic, support sales, and provide incremental margin dollars to your business. Our success is built on partnership. As we look ahead, please know that GNC remains fully committed to working alongside you to strengthen our business, improve our competitive position, and create opportunities for growth across the franchise network. We value your feedback, appreciate your dedication, and remain focused on providing the tools, products, and support you need to succeed. Thank you for your continued partnership and for everything you do to represent the GNC brand in your communities. Together, we are building a stronger future for GNC and our Franchise Partners. Sincerely, Michael Costello Chief Executive Officer GNC Holdings, LLC

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NIOA | 5

GET TO KNOW YOUR

NIOA BOARD

Eric Miller, President Eric has served on the NIOA Board for six years and is serving in the role of President in 2025. He has been a GNC franchisee since 1991 and currently operates 18 stores. He has sold or closed seven others over his career. Eric’s area of expertise is operating great stores focused on customer service and experience, with great team members who enjoy the mission, while helping customers with their fitness goals or healthy lifestyles. vitamanagement@yahoo.com • (215) 896-7575 Laura Dalton Laura is a seasoned franchisee with nearly 22 years of experience. She currently manages 11 stores in North Carolina. Her strengths include local marketing, event planning, and building strong brand relationships. daltongnc@gmail.com • (919) 608-2639 Benny Farzad Benny is a multi-unit, multi-franchise operator with 13 years of experience as a GNC franchisee. Currently, he manages seven stores. His expertise lies in operations, financials, and multi-store operations and efficiency, with a strong background in both retail and restaurant industries. gncbenny23@gmail.com • (817)718-0849 Kirk Irvin Kirk has been involved with GNC since 2004 and a franchisee since 2012. He has five stores in Jacksonville, FL. Kirk’s passion is to deliver the highest quality customer service while improving the overall operation of GNCs across the country. kirk.irvin@gmail.com • (904) 424-7524 Katie McKay Katie, with her husband Dan, is in her 11th year of franchising with GNC. Based in Kansas City, they operate 20 stores in seven Midwest states. Her background is in marketing with a concentration in copywriting, community events and networking. She uses these skills to build strong store teams and tightly knit communities in each of their markets. gncparkville@gmail.com • (816) 896-0179 Sarah Coxwell Sarah has been a GNC franchisee for 26 years and currently operates 15 stores in four states. She specializes in building high performing teams with a focus on operational and financial efficiency. sccoxwell@hotmail.com • (251) 463-7844

Armin Morshed Armin has been a GNC franchisee for 14 years, following a year and a half of experience with GNC Corporation. Based in the Dallas–Fort Worth area, he currently operates three locations. Highly involved in the day-to-day operations, Armin oversees all aspects of the business, including staff training, inventory management, marketing and financial reporting. His primary goal is to deliver an exceptional customer experience at competitive prices while strengthening the brand’s presence within the local community. GNC.Bedford@yahoo.com • (817) 602-9288 6 | NIOA

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FEATURE

Joaquin Maturino • Vice President Biohealth Nutrition | Legacy

Beyond the Label

By Katie McKay

How Biohealth Nutrition & Legacy Are Built for Specialty Retail Biohealth Nutrition and Legacy were not developed in a vacuum. The brands grew out of years spent behind the retail counter, listening to customers, identifying gaps on the shelf, and learning what retailers need from the companies they choose to support. 8 | NIOA

Today’s GNC customer has more choices than ever before. From proteins and performance formulas to wellness solutions and lifestyle products, brands are competing not only on ingredient quality, but also on innovation, transparency, flavor,

and the overall customer experience. Standing out on a crowded shelf requires more than simply introducing another product—it requires building a brand that delivers value for both the consumer and the retailer. In the following Q&A, Joaquin Maturino, Vice President of Sales for Biohealth Nutrition and Legacy, discusses the company’s approach to product development, specialty retail, and the opportunities he sees for the future. Question: Biohealth and Legacy each have distinct identities. How do the two brands complement one another, and what role does each play within your overall portfolio? Joaquin: Biohealth was our flagship product when we were store owners. We built Biohealth after years of market research and in-store feedback through the golden age of retail. We noticed that there was a massive demand for women and fitness enthusiasts beyond the traditional bodybuilding market that built the space. We wanted to create the cleanest, most marketable product that transcended age, gender, fitness preference and goal. Legacy was our answer to retail distribution diversity after years of trial and error. We noticed that building Ferraris wouldn’t necessarily be within the scope of every consumer’s budget. So Legacy was designed to close gaps on our partner’s shelf space and offer more mass market sports nutrition at lower end costs to both retail and DTC. Question: Biohealth has a strong direct-to-consumer presence. What made now the right time to invest more heavily in specialty retail, and what role do GNC franchisees play in that strategy?

Joaquin: We started as retailexclusive and loyal to B2B since day 1. Today wasn’t the right time. Yesterday was. And today still is. We have been relevant in the retail space for nearly 15 years and have been expanding from the west coast ever since. Partnering with GNC was an opportunity to offer a true, directmanufacturing partnership to the industry’s most successful business model. I think now is the perfect time for GNC to get back to its roots and partner with brands that have their best interest at heart and manage price integrity, retail support and control their distribution channel so that you guys have the room and territories to grow without anyone stepping on your toes.

approach to product development and brand growth? Joaquin: We seek to create innovative and sustainable products in the specialty nutrition space. We have never sought out commodities. Everything we do is built around offering the customer the most amount of niche value and giving the retailer’s we partner with an opportunity to make the maximum margin possible at point of purchase.

Question: When evaluating opportunities with specialty retailers such as GNC franchisees, what qualities do you look for in a successful retail partner? Joaquin: We look for longevity, creative collaboration and fair trade. Regardless of the name above the door, we always seek to offer competitive advantage and an honest handshake. We think that with GNC’s merchandising systems and reputation, we can expand both of our retail relevance in a growing DTC market that thinks they don’t need us anymore. I’m here to prove them wrong. Question: Our industry is more competitive than ever. What guiding principles have shaped Biohealth’s

Question: Specialty retail continues to play an important role in the supplement industry. What value do you believe knowledgeable retailers bring to the customer experience? Joaquin: I think service will always be the bottom line for retail stores. If the retailer isn’t creating a valuable shopping experience, with knowledge that goes beyond on online writeup, they aren’t relevant in today’s saturated market. A knowledgeable retailer is the only retailer that will be in business in the next five years. NIOA | 9

10 | NIOA

Question: Biohealth emphasizes premium ingredients, clean formulations, and flavor. How do you balance all three when developing a new product? Joaquin: Lucky for us, they aren’t mutually exclusive. The only reason more brands don’t aim that high is because it increases cost of goods. And it’s easier to be generic, than to pay to play. Passion projects have always been at the heart of our R&D. Unique supplement formulations that push the envelope of performance and wellness are what brought us into the manufacturing space in the first place. Clean formulations were the answer to losing business over time to our status quo competitors. Flavor was ultimately the most challenging variable. It took years and years of food science education and practice. Quite frankly, without your own facility, a copacked brand couldn’t possibly compete. They don’t have the means. The combination is what has made us the most sustainable partner in the space. Question: Consumer expectations continue to evolve. What trends are having the biggest influence on your business today? Joaquin: Currently, the commodity dairy market driving inflated protein costs has effected all of us the most this past year. Finding protein arbitrage as the market continues to add more and more novelty, functional foods, has been the goal of 2026. Beyond that, the GLP1 market, the increased used of peptides, and a shift toward a more fitness enthusiast customer base, with far less knowledge of nutrition than 10 years ago is what keeps us on our toes. Being quick to market and listening to our retail partners has allowed us to remain relevant.

Question: Looking ahead, what opportunities are you most excited about for Biohealth and Legacy over the next few years? Joaquin: As true enthusiasts and lifelong customers in the space, we always looks forward to adapting to the times and continuing to bring out innovative products that elevate the lives of our customers and bring value to our partners. I think moving into functional foods, liquids, raw protein distribution and licensing options are all on the table in the next 2-5 years. Question: If you hope retailers remember one thing about Biohealth after working with your company, what would you want that to be? Joaquin: I hope they remember that we cared. I hope they remember the late-night phone calls we answered. I hope they recall the non-businessrelated conversations about our families. I hope they always feel like we were friends first and colleagues second. Question: What advice would you offer GNC franchisees who are evaluating where Biohealth and Legacy fit within their product assortment?

Joaquin: We don’t sell supplements. We solve problems. We offer solutions. We manage our partnerships on an account-by-account basis. Every business is a little different and we are here for every single one of them. Everything we build is with meticulous intent and designed to convert for years to come. I have no advice that any of you need. We were retailers. We know what you need. We will always care. And we will find a way. No matter what. Conclusion Throughout our discussion, one message comes through clearly, Joaquin and his team understand that a successful retail partnership extends beyond the products on the shelf. It requires innovation, thoughtful distribution, strong margins, and a willingness to understand the needs of each account. As the brands continue to grow, that retailer-first perspective will remain central to what sets them apart. For GNC franchisees, the promise behind the label is straightforward: a partner that understands retail, cares about the relationship, and is committed to finding solutions—for both the retailer and the customer. NIOA | 11

Franchisee Spotlight Frachisee Spotlight: Sarah Coxwell Franchisee Location: AL, MS, TN, SC Number of Stores: 15 How many years have you been in the GNC system? 27 What are you most proud of in your work as a GNC franchisee? I’m proud of having the opportunity to expand unit growth and work in a business that’s both fun and rewarding. What is your biggest challenge as a GNC franchisee? The biggest current challenge is trying to find a way to maintain profitability due to the recent decline in sales and customer count along with margin compression and rising labor and occupancy costs. What is your best tip to share with other NIOA members? We are paying close attention now to lease renewals to ensure the lowest occupancy cost possible as well as shortterm leases for improved flexibility. I think all franchisees should consult with their colleagues on ways to negotiate lower rent rates, shorter lease terms, TA allowances, and kick outs prior to signing new leases. It’s also important to consider the length of the franchise renewal as GNC is now unfortunately pursuing “liquidated damages” from franchisees who are forced to close their stores due to unprofitability. Do you have an example of a local marketing event that’s worked well for you? We’ve done super sales, gym demos, speaking events, email and text marketing, boosted posts etc. This is an area that I think is better executed by single store or local operators as their community reach is broader and more consistent than a longdistance operator. What is your favorite brand/product right now? Codeage is my favorite brand right now because of their clean, cutting-edge formulas. 12 | NIOA

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is carefully evaluated for stringent quality standards, traceability, and consistency. Ingredients are tested before being accepted, ensuring they meet strict identity and purity requirements. This step is critical in an industry where ingredient variability can lead to inconsistent products. By controlling quality at the earliest stage, NOW reduces risk later in the process.

Content Provided by NOW Foods

NOW Foods Advertorial: Why Quality Still Defines NOW Walk into any supplement store today and one thing becomes clear very quickly: Consumers are paying attention. They read labels, they ask questions, they compare brands, and more often than not, they are trying to answer a simple but important question: can I trust this? For retailers, that question is just as important. Every product on the shelf reflects back on the store itself. When customers feel confident in what they are buying, they come back. When they do not, they look elsewhere. At NOW, trust has always been built the same way. Not through trends or bold claims, but through consistency. For more than 55 years, the company has focused on delivering reliable quality across every product category it offers. A Company Built for the Long Term NOW’s story begins as a familyfounded business in the natural 14 | NIOA

products space, but what makes it especially relevant today, is how it has evolved. As a family- and employee-owned company in 2026, NOW operates with a perspective that prioritizes longevity over short-term gains. That mindset influences decisions at every level and allows the company to invest heavily in quality systems, maintain stable pricing where possible, and avoid cutting corners during periods of industry pressure. For retailers, this kind of stability matters, meaning fewer surprises, more predictable performance, and a partner that is focused on building lasting relationships rather than chasing quick wins. Where Quality Begins Quality in supplements does not start in the finished product. It begins with the raw materials. NOW works with suppliers around the world. Each supplier

For retailers, this translates into products that perform as expected and deliver a consistent experience for customers. Inside the Lab One of the defining characteristics of NOW is its commitment to in-house testing. While many companies rely primarily on external labs, NOW has built extensive internal laboratory capabilities across its U.S. facilities. These labs are ISO-certified and equipped to conduct a wide range of analyses. Each month, tens of thousands of tests are performed to verify identity, potency, safety, and more. Ingredients and finished products are screened for contaminants such as heavy metals, microbes, and pesticides. This level of testing requires significant investment, but it provides something that is difficult to replicate through outsourcing alone. It gives the company direct visibility into product quality at every stage. For retailers, that visibility becomes reassurance. It supports the confidence needed to stand behind products when customers ask detailed questions.

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The Role of Independent Verification Internal testing is only part of the equation. Third-party certification plays an important role in reinforcing credibility. NOW participates in several independent programs, including Informed Sport for select sports nutrition products. These certifications are especially valuable for athletes and active consumers who require assurance that products meet strict standards.

From a retail perspective, these marks provide a clear and recognizable signal of quality. They help simplify the decision-making process for customers who may feel overwhelmed by options. Manufacturing with Purpose Manufacturing is where all of these efforts come together. NOW operates multiple U.S.-based facilities that meet and exceed current Good Manufacturing Practices. What stands out is not just compliance, but intention. Equipment, processes, and training are continuously updated to maintain high standards. From blending and encapsulation 16 | NIOA

to packaging and distribution, each step is designed to preserve product integrity. This attention to detail is not always visible to the consumer, but it plays a major role in the overall experience. Products that are consistent in appearance, taste, and performance help reinforce trust over time. Meeting the Modern Consumer Today’s supplement customer is different from the customer of even a decade ago. Access to information has changed expectations. People want transparency, and they are willing to switch brands if they do not find it. NOW has responded by leaning into education and openness. Product information is readily available, and quality claims are supported by testing and documentation. For retailers, this creates an opportunity. When staff can speak confidently about how products are sourced and tested, conversations shift from price to value. That shift can make a meaningful difference in both customer loyalty and overall sales. A Portfolio That Supports the Store While supplements remain a core focus, NOW’s product range extends

into sports nutrition, essential oils, natural foods, and personal care. For GNC franchisees, this breadth offers flexibility. It allows stores to meet a wider range of customer needs while maintaining consistency in brand quality. A shopper who trusts a multivitamin may be more likely to try a protein powder or another product within the same brand family. That kind of cross-category trust is not easy to build, but it is one of the advantages of working with a company, like NOW, that applies the same standards across its entire portfolio. Why Quality Still Matters In a crowded marketplace, it can be tempting to focus on what is new. New ingredients, new formats, new claims. Innovation has its place, but it does not replace the fundamentals. Quality remains the baseline. It is what determines whether a customer comes back. It is what allows retailers to stand behind their assortment with confidence. For more than five decades, NOW has stayed focused on that principle. By investing in sourcing, testing, manufacturing, and transparency, the company has built a reputation that resonates with both retailers and consumers. For GNC franchisees, that reputation becomes part of the in-store experience. It supports the conversations happening at the counter and reinforces the trust that keeps customers returning. In an industry that continues to evolve, one thing has not changed. Quality is not a feature. It is the foundation.

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Dietary Supplements Trending on Social Media in 2026 By Andrew Goldman Social media platforms such as Instagram, TikTok, and YouTube have become major drivers of consumer awareness and purchasing behavior within the dietary supplement industry. Influencers, fitness personalities, wellness creators, and healthcare content producers now play a major role in shaping consumer interest and accelerating product demand. Many of the supplements trending on social media are associated with beauty-from-within, stress management, sports performance, gut health, cognitive support, sleep support, inflammation management, antioxidants, and immune health. Viral videos, product reviews, personal testimonials, and shortform educational content can rapidly increase visibility for specific ingredients and supplement formats, particularly among younger and digitally engaged consumers. 22 | NIOA

Reprinted from vitaquest.com Compared to traditional advertising channels, social media can dramatically accelerate the growth of emerging supplement categories, especially when products are supported by scientific substantiation and strong consumer appeal. At the same time, the speed and reach of social platforms can also contribute to the spread of exaggerated claims, misinformation, or products lacking appropriate quality standards and clinical support. In today’s competitive supplement market, long-term brand credibility depends on more than just social media visibility alone. Brands that succeed in the long term are those that combine effective digital marketing strategies with science-backed formulations, transparent labeling practices, quality manufacturing standards, and consumer trust.

In this article, we will explore some of the top supplements trending on social media in 2026, the consumer behaviors driving demand, and the factors that supplement brands should consider when developing products for rapidly evolving digital wellness trends. Top Trending Supplements on Social Media Several supplement categories continue to generate strong consumer engagement across social media and digital wellness communities. Many of these ingredients are associated with broader trends related to beautyfrom-within, cognitive wellness, sports nutrition, gut health, stress management, healthy aging, and overall wellness. Some of the top trending dietary supplements on social media in 2026 include:

1. Creatine 2. Collagen 3. Ashwagandha 4. Colostrum 5. Probiotics and Prebiotics 6. Glutathione 7. Nootropics 8. Turmeric 9. Biotin 10. Melatonin These 10 trending ingredients are influencing product innovation, marketing strategies, delivery format development, and consumer purchasing behavior across multiple supplement categories. Creatine Creatine has expanded far beyond its traditional association with gym culture and muscle-building products. In recent years, consumer interest has grown among women, active lifestyle consumers, and individuals focused on cognitive wellness and healthy aging. Social media platforms such as TikTok, Instagram, YouTube, and wellness podcasts have helped increase awareness surrounding creatine’s broader wellness applications. Much of this discussion focuses on exercise performance, recovery support, energy metabolism, and growing interest in cognitive health and mental clarity. Creatine may help support normal muscle energy metabolism and physical performance during highintensity exercise. As consumer education continues to evolve, many brands are also positioning creatine

within categories related to active aging, daily wellness routines, and performance-focused nutrition. Among the available ingredient forms, creatine monohydrate remains the most extensively researched and scientifically supported option for safety, stability, and efficacy. For supplement brands, continued consumer demand and expanding market demographics are helping position creatine as one of the most versatile ingredients in the modern wellness marketplace. Collagen Collagen continues to be one of the most discussed ingredients within the beauty-from-within category, particularly among consumers focused on skincare, healthy aging, and overall wellness. Influencer marketing, wellness creators, beauty routines, and lifestyle-focused digital content have all contributed to collagen’s continued popularity. Consumer interest has expanded beyond traditional beauty applications, with many people incorporating collagen into broader wellness regimens centered around daily self-care and active aging. Consumers are increasingly drawn to collagen for its potential to support skin hydration, skin elasticity, joint comfort, and connective tissue health. As awareness surrounding wellness and healthy aging continues to grow, collagen supplementation remains a highly visible category across multiple consumer demographics. Collagen’s versatility across delivery formats – including powders, capsules, gummies, ready-to-drink

beverages, and functional foods – has also helped broaden its market appeal. For supplement brands, collagen continues to present opportunities for product innovation, flavor expansion, premium positioning, and beauty-focused brand development. Ashwagandha Ashwagandha has become one of the most recognized adaptogenic ingredients in the wellness marketplace, driven by increasing consumer interest in stress management, mental wellness, relaxation support, and fitness performance. Wellness creators, fitness influencers, and digital health discussions have helped increase awareness surrounding ashwagandha’s role in daily wellness routines. Consumer demand continues to grow among individuals seeking supplements that align with busy lifestyles, mindfulness practices, workout recovery, and overall balance and well-being. Ashwagandha is commonly featured in products positioned for relaxation support, focus, mood balance, and mental clarity. Standardized ingredient forms such as KSM-66, Sensoril, Shoden, NooGandha, and Ashwa-30 have gained substantial industry attention due to their associated clinical research and branded ingredient recognition. Delivery format innovation has also contributed to ashwagandha’s continued growth across the supplement industry. Capsules, NIOA | 23

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gummies, powders, stick packs, beverages, and functional wellness products have helped broaden consumer accessibility and market appeal. For supplement brands, ashwagandha remains a highly versatile ingredient with opportunities across stress support, cognitive wellness, sports nutrition, healthy aging, and lifestyle-focused supplement categories. Colostrum Bovine colostrum has rapidly emerged as one of the fastestgrowing ingredients in the wellness marketplace, driven by rising consumer interest in immune 24 | NIOA

health, gut health, recovery, and foundational wellness. Much of colostrum’s momentum has been fueled by wellness influencers, fitness communities, and health-focused digital content that position the ingredient as part of comprehensive daily wellness routines. Its multifunctional positioning has helped expand its appeal across active lifestyle, sports nutrition, healthy aging, and digestive wellness categories. Colostrum is commonly formulated as powders and capsules, although brands are also exploring chewable tablets, functional beverages, stick packs, gummies, and other convenient delivery systems to increase consumer accessibility and product differentiation. For supplement brands, colostrum represents a growing opportunity

within the broader trend toward multifunctional wellness ingredients that support immunity, digestion, recovery, and everyday wellness in a single product. Probiotics &Prebiotics Gut health has become one of the most influential trends within the modern wellness marketplace, with probiotics and prebiotics frequently discussed in relation to digestion, microbiome balance, immune health, and overall well-being. Health-focused content creators, wellness podcasts, and nutrition discussions have helped increase consumer awareness surrounding microbiome-focused supplements and functional foods. As consumer education continues to expand, many individuals are seeking more comprehensive approaches

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433534

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433535

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433546

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to digestive wellness and daily foundational health support. For supplement brands, probiotic formulation presents several important manufacturing and product development considerations. Selecting clinically studied strains, maintaining probiotic stability throughout manufacturing and shelf life, and ensuring accurate colonyforming unit (CFU) counts through expiration all remain critical quality factors. At the same time, synbiotic formulations that combine probiotics with prebiotics continue to gain popularity as brands look to deliver more comprehensive digestive and microbiome support solutions across capsules, powders, gummies, beverages, and functional nutrition products. Some newer synbiotic formulations also include postbiotics, which are defined as beneficial probiotic metabolites such as shortchain fatty acids and immune factors. Nootropics Nootropics have become a rapidly expanding category within the wellness marketplace, particularly among students, remote professionals, gamers, entrepreneurs, and consumers seeking support for focus, concentration, mental clarity, alertness, and everyday cognitive performance. Growing interest in “brain optimization” and productivity support has also increased demand for multifunctional nootropic blends that combine several complementary 26 | NIOA

KEY TAKEAWAYS •

Social media platforms continue to influence consumer awareness, purchasing behavior, and emerging wellness trends across the dietary supplement industry.

•

Ingredients associated with beauty-from-within, cognitive wellness, stress management, gut health, sports nutrition, healthy aging, and sleep support continue to generate strong consumer interest.

•

Viral popularity alone does not guarantee long-term commercial success. Successful supplement brands typically prioritize scientific substantiation, quality manufacturing, formulation stability, and regulatory compliance.

•

Translating wellness trends into successful products requires careful consideration of ingredient sourcing, manufacturability, scalability, delivery formats, and long-term market positioning.

ingredients within a single formulation. Common nootropic ingredients include caffeine, L-theanine, lion’s mane mushroom, citicoline, Bacopa monnieri, and adaptogens such as Rhodiola rosea. Many formulations are designed to support memory, focus, cognitive wellness, and sustain mental energy throughout the day. For supplement brands, nootropic formulations present opportunities for innovation across capsules, tablets, powders, beverages, gummies, stick packs, and functional wellness products. As consumer interest in cognitive wellness continues to expand, the nootropic category remains an important area for product development and market differentiation. Turmeric (Curcumin) As consumer awareness has expanded, interest has also grown surrounding curcumin, turmeric’s primary active compound, and the challenges associated with its bioavailability. Curcumin is not easily absorbed by the body, so supplement

brands have increasingly focused on formulation strategies designed to improve ingredient absorption and effectiveness. This has led to the development of various turmeric delivery technologies, including phospholipid complexes, nanoparticle formulations, molecular inclusion complexes, and curcumin extracts bio-enhanced with black pepperderived piperine. These innovations have helped to position turmeric as a highly active area for formulation advancement and product differentiation within the supplement industry. For supplement brands, turmeric continues to offer opportunities across capsules, tablets, gummies, powders, functional beverages, and active lifestyle formulations targeting mobility, recovery, and healthy aging support. Read the full article at: https:// vitaquest.com/supplementstrending-on-social-media/

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