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As Raw Nutrition continues its rapid rise in sports nutrition, the brand’s leadership says one priority hasn’t changed: supporting the specialty retailers who helped build it.

NIOA MESSAGE FROM THE PRESIDENT ERIC MILLER

As we settle into 2026, we’re more focused than ever on tackling the challenges our stores are facing. Thank you for staying engaged—whether it’s on our bi-monthly Town Hall calls, bi-weekly Sponsor Webinars, the member Facebook group, or by reaching out directly to Board members. Your feedback truly shapes our priorities and keeps the NIOA moving forward.

Our top priority remains the same: advocating for franchise interests on the issues that matter most to your business. Margins continue to be a big concern. Low margins on both GNC and third party brands, the lack of new launches above 50%, and rising wholesale costs are putting real pressure on profitability. These challenges make it harder to run your stores sustainably, and we’ll keep pushing for better vendor terms, clearer margin strategies, and stronger alignment between corporate and franchise goals.

LitV2 is a win with marketing, sales and strong margin. Creabolic also shows potential to be strong brand builder with a strong margin and marketing. The NIOA always requests 62.5 margin or better. We want to build the multi category. Although we do have strong margins, an extra couple of points would help the overall store margins immensely, especially if we can grow the category back to its highs. We would like to see marketing and innovation support these efforts.

We also know traffic and top-line sales need attention. Even with improvements in loyalty engagement, customer counts continue to decline and promotions like $1 drinks or BOGO deals aren’t driving meaningful sales growth. This year, we’ll be advocating for sales strategies that are both effective and profitable. GNC has moved away from stacking deals on the web which makes our in-store pricing better. The constant BOGO is an endless conversation. GNC agrees they need to move away from BOGO to increase profitability.

Another major need is clarity around GNC’s long-term brick and mortar plans. To confidently sign leases, invest in stores, and plan for growth, franchisees need a clear 3–5 year outlook. Operating without a roadmap just isn’t workable, and we’ll continue to push GNC leadership for more transparency so you can make informed decisions. Signing a lease and franchise agreement is a long-term legal and financial liability.

We’re also continuing to raise concerns about pricing strategy and brand perception. Constant promotions followed by sharp retail price increases have hurt the brand’s value and made some products hard to sell outside of BOGO offers. We’ll keep pushing for a more balanced pricing approach—one that protects margins, supports the brand and gives customers confidence again.

And while we’ll keep advocating hard on those big-picture issues, we’re also staying focused on what we can control together in 2026:

• Sharing more simple, practical tools to help lift sales— better cash wrap ideas, fun contests, sampling tips, and quick alerts when hot products start trending.

• Highlighting smart inventory practices that support cash flow and keep your assortment aligned with what your customers actually want.

• Exploring opportunities for vendor discounts for NIOA members

• Adding new approved products and vendors that will drive sales.

Alpha Lion Burn 2.0 is a huge success driving customer count and sales for our stores. Both the CCI team and your Alpha Lion rep are committed to your success.

We’re committed to championing your interests and supporting franchise success throughout 2026. Thank you for your continued partnership.

Celsius - Inside Front cover

Cellucor - Page 2

ProSupps - Page 4

Jocko - Page 5

CCi - Page 7

CBUM/RAW- Page 11

NutroBio- Page 13

Redefine - Page 18

Core Culture- Page 18

Myprotein- Page 20

Adaptive Health- Page 22

Fit Life - 24

Mutant - Page 25

Redcon - Page 26

Health Plus - Page 26

Huel - Page 30

Basic Research- Page 30

BullFit - Page 30

1st Phorm - Page 31

VMI Sports - Page 32

Muscle Sport - Page 32

Axe & Sledge - Inside Back Cover

BioHealth / Legacy - Back Cover

2025 Accomplishments

Advocacy wins

Ship from Store (SFS) opportunities provided to entire franchise system with estimated average results of over 7% added to top line sales

More detailed reporting for SFS

Suppress negative margin sales

Display funding of coupons and promos on order acceptance screen

Delayed enforcement of loyalty participation parameters for SFS eligibility

Less stacking of deals leading to more profitable SFS orders

More favorable qualifiers which allowed more franchisees to participate; continued work toward our goal of NO qualifiers on a revenue stream that provides royalties and builds the GNC brand

Lit 2 0

Product improvement/new flavor profiles after early taste test feedback was unfavorable

Launched with 62 5% margin

Commitment from GNC to expand this margin to other items with evidence that we can increase movement

Pin Pad Marketing

Removal of point-of-sale discount promotion and loyalty messages encouraging a customer to use points on an existing sale

Third-Party Funded Promotions broken out as Franchise Only Event for Promo Acceptance

Vitamin C Day Support with GNC supplying Free Gift with Purchase items to franchise stores

Release of TikTok exclusive SKUs to franchise stores like 30+ Vitapaks, 40+ Vitapaks, and Gummy Shark flavored Lit

V2, all of which have produced significant sales in many franchise stores

Third-Party Brand support from Vendors that drive business to our stores

Brand funded coupons for National Franchise Day, Small Business Saturday and franchise newsletters

Store control of marketing to loyalty customers signed up in the store

best practice sharing/ value add communications

Reduce FedEx Fees for SFS through participation in FedEx Auto program

Marketing support including ideas for Vitamin C Day, National Creatine Day, National Multivitamin Day and how to boost store sales with promo materials included in SFS orders

Best practices on rent/lease negotiations presented at Town Hall Call 28 Sponsor Webinars with opportunities to engage store ·teams and build sales, with thousands of dollars in product given away and fun prizes for participants

4 issues of NIOA News with key business updates and information to assist franchisees in running their store

LETTER TO NIOA FROM GNC CEO

MICHAEL COSTELLO

Dear Franchise Partners,

As we begin 2026, I am delighted to share some of the key accomplishments for 2025 and why I am excited for the year ahead of us.

As we think about 2025, it was a year of evolution. We know we are not where we need to be, and the overall year was not what any of us wanted. It was a year that built some of the foundations we need for the turnaround of GNC.

Some of the notable accomplishments include:

• Realizing a positive overall omni sales comp – the first positive sales comp since 2022!

• Increasing PRO membership by 67%, continuing to build higher lifetime value customers

• Launching LIT V2, improving margin for franchisees while improving the product for customers

• Enhancing the GNC.com platform

• Creating The Drop to allow customers to easily see all that’s new at GNC

• Stabilizing our corporate store teams and the field teams supporting them

• Using the consultative S.A.L.E.S. process to build customer relationships that are built on trust There are a few areas where we are not happy with our progress in 2025, and that we will be focusing on in 2026. The areas most affecting the franchise system are:

Innovation

We need a higher rate of innovation in both GNC and third-party brands. Even though we had some successes last year, they did not drive enough traffic. We have targeted 2026 as a year to radically increase the rate of innovation on both GNC and thirdparty brands.

Early examples such as Alpha Lion Burn 2.0, GNC Creabolic, and GNC Amp Wheybolic are driving positive results. Look for innovation where GNC will be first to market or brands that are exclusively offering their products at GNC.

We’ll continue to use The Drop to drive excitement with customers around all that’s new at GNC. To help you build this excitement with customers, look for increased product sampling, strategic funding on in-store promotions, and many other specific initiatives. For example, we recently experimented with PMs funded by corporate to encourage education on the new products, and we will continue to look for ways to help you get back to growth.

Margin

We continue to focus on building margin for the business. Last year, we reduced the promotional frequency, and this year, you should expect to see less depth of promotion as we reduce stacking of promotions and coupons. Promotions will still be a part of our business, as they are with any retailer, but we will be more disciplined in our promotional approach and a reduction in promotions that stack with one another. You should see this in your Ship from Store orders, as eCommerce has already made changes to improve margin.

Why GNC

We are focused on communicating “Why GNC” to consumers in a way that motivates them to come to GNC. Our customers that love us know that we guide their journey, curate the products for them, and have a high scientific bar, but we need to communicate this in a compelling manner to attract new customers. If you watched the Winter Olympics, you may have noticed GNC featured on Peacock. We’re working hard to make the GNC brand the most recognized brand for health in consumers’ minds and are excited about the goals we have set for 2026.

My Ask

As always, I have an ask. We have developed The Deal Drop, specifically for you, which will be a monthly initiative as we continue to build upon strong margins on LIT V2, GNC AMP Creabolic, and Beyond Raw Creatine Monophate. I am asking that you go all in with the GNC launches to build the GNC brand with your customers, participate in the GNC Brand Rebate program, and the Deal Drop by:

1. Talking about innovation with your customers (and build your margin)

2. Building the basket with GNC multivitamins and fish oil

3. Continuing to build loyalty so that we improve our marketing to customers

We will continue to listen to your feedback. Your input does drive changes as demonstrated by the recent changes made to the requirements for participation in the Ship from Store program.

Let’s continue to build the GNC brand together by educating our customers on the great products we carry and the exciting innovations we will continue to bring them in 2026.

Live Well,

Michael Costello Chief Executive Officer, GNC

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 25 years and currently operates 16 stores in five states. She specializes in building high performing teams and customer focused retail environments with a focus on operational and financial efficiency. Sarah also operates businesses in the insurance and real estate industries but is most passionate about her work as a GNC franchisee. 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

MYPROTEIN VITAUTHORITY

NEW - Alpha Lion - NEW Ambrosia-Planta

Arrae

Basic Research (GF9 & Serovital)

CORE Nutrition - DP

Wellthy MuscleTech

Better Alt - Shilajit CREATE EMMA

Focus Fuel Humann SuperBeets Jocko - DP

One Team, One Dream: Raw Nutrition’s Retail-First Strategy

By Katie McKay

Raw Nutrition has built its reputation the old-fashioned way: transparency, quality, and results. Founded in 2019 by respected bodybuilding coach Matt Jansen and Dr. Domenic Iacovone, the brand was created to solve a problem they saw firsthand—athletes struggling to find supplements made with effective doses, clean ingredients and no proprietary blends.

From its earliest days, Raw Nutrition positioned itself as a brand “for athletes, by athletes,” focused on performance-driven formulations rather than marketing hype. What began as a niche supplement line quickly gained traction within the bodybuilding and fitness communities. The company’s straightforward branding and evidence-based approach resonated with competitors and everyday gym-goers alike.

As the brand grew, it expanded beyond core bodybuilding supplements into health, wellness and lifestyle products—without straying from its foundational commitment to transparency.

A defining moment in Raw Nutrition’s rise came with the addition of sixtime Mr. Olympia Classic Physique champion Chris Bumstead.

Already one of the most recognizable and influential figures in modern bodybuilding, Bumstead’s partnership marked more than just a sponsorship—it signaled alignment between one of the sport’s biggest icons and a brand rooted in authenticity. His involvement

amplified Raw Nutrition’s global presence and strengthened its credibility among competitive athletes and fans worldwide.

Today, Raw Nutrition stands as one of the fastest-growing supplement brands in the performance space, its evolution closely tied to the athletes who believe in—and help build—the products they use. In a conversation with Stefan Gatt, Chief Sales Officer at RAW Nutrition and BUM Energy, we discuss channel strategy, price integrity, innovation, and what GNC franchisees can expect next.

Question: Raw has grown incredibly fast. How are you thinking about longterm strategy as the brand scales?

Stefan: We’re obviously at a very different place than we were two or three years ago — the brand has exploded. But the biggest focus for us is making sure our core foundation stays supported. And when I say foundation, I mean specialty retailers.

You’ve seen brands come onto the scene — especially after launching energy drinks — and they shift heavily into mass channels and forget who built them. One thing that’s very important to Dom, Matt, and Chris is that we always give back to the specialty retailers that have been part of our growth from day one.

Question: Where does GNC fit into your overall business mix?

Stefan: We are very much a B2Bdriven brand. Roughly 80% of our business is wholesale. Last year we did about $180 million top line, and GNC represented roughly $17–18 million of that.

So, while we are expanding into additional outlets — drug, grocery, and

large format — specialty is still a major priority. For 2024, our corporate specialty targets are around $40 million combined.

Question: Many franchisees worry about brands overextending into mass and discount retail. How intentional is your channel strategy?

Stefan: It’s extremely intentional. We don’t just take business because it’s offered. Dom has literally gotten on the phone with large retailers offering insane purchase orders and said no. Every opportunity gets broken down into a P&L. We ask:

1. Is it good for long-term company growth?

2. Does the outlet make sense for Raw as a premium brand?

For example, selling into a deep discount channel that erodes brand equity — that’s not something we’re interested in. Protecting the premium positioning matters to us.

Question: How are you protecting specialty retailers specifically as you expand distribution?

Stefan: Channel differentiation is a big focus this year. That means:

• Different serving sizes

• Channel-specific SKUs

• Exclusive innovation for GNC

Historically, brands sometimes put the exact same product into EDLC channels and specialty, and that can create problems. We’re being much more deliberate. Franchisees will see more LTOs and exclusives specifically for GNC — including flavor extensions and athlete series launches.

Question: Out-of-stocks have hurt many fast-growing brands. How are you managing supply?

Stefan: Trying to be everything to everyone too quickly is how you kill momentum. I’ve seen top-performing SKUs plummet because of two- to three-month out-of-stocks.

Proper forecasting and planning are critical. We’re very mindful of scaling responsibly so we don’t create those gaps that force retailers to substitute customers into other brands.

Question: Promotions, specifically BOGO, are a hot topic with franchisees. What’s your philosophy?

Stefan: First, we maintain a strict trade spend cap by channel. That’s part of my job — making sure we don’t exceed it and having honest conversations if something doesn’t make financial sense. Strategically:

• We don’t want to be overpromotional

• We do want to support key retail moments

• We prefer participating in allbrand events versus constant solo discounting

At the end of the day, we’re a premium brand. We want to reward consumers — especially in today’s economy — but not train them to only buy us on deal.

Question: Franchisees consistently mention Raw’s strong price integrity. Is that deliberate?

Stefan: Absolutely. Historically, Raw has not been an overly promotional DTC brand. Outside of major events like Black Friday, we’re typically in the 20%-off range or using GWPs rather than racing to the bottom. DTC absolutely has a place in sports

nutrition — but when brands discount too aggressively for too long, they can’t turn it off. Consumers get trained to wait. Protecting retail margins is very important to us.

Question: Raw recently moved to more prominent in-store placement at GNC. What impact have you seen?

Stefan: From the data side, it absolutely helps visibility and has increased our turn metrics across the board. I’ll also say this: franchisees were some of our biggest advocates early on. Many created brand blocks before we were even planogrammed. That early support from the franchise community was a major part of our growth within GNC.

Question: Let’s talk leadership. When you tell the Raw story — especially around Chris Bumstead — what stands out most?

Stefan: Everyone sees Chris as the world-class bodybuilder, but what really stands out internally is how authentic and genuine he is. I’ve met a lot of professional athletes, and he’s probably one of the nicest people you’ll meet. He talks to everyone, signs autographs, makes time for fans — and inside the company he’s very collaborative. It’s never “my way or the highway.”

That kind of leadership keeps talented people engaged and wanting to build the brand together.

Question: What’s the internal culture at Raw?

Stefan: We say it all the time here: one team, one dream. The founders are in the trenches with us — on retailer calls, in S&OP meetings, in innovation sessions. When we win, we win together. When we miss, we fix it

together. There’s no finger-pointing. That collaborative culture is something we take a lot of pride in.

Question: What innovation should franchisees be watching for in 2026?

Stefan: There’s a lot coming. Highlights include:

• Protein ice pops using Clear Whey technology (10g protein)

• Cream of Rice platform

• Raw protein RTD in Tetra Pak

• Raw protein bars (Q2 timing)

• Clear Whey isolate

• Essential protein powder at a more accessible price point

• Creatine gummies

• Upcoming Sam Sulek athlete series

We’re also bringing 3D Energy under our umbrella with a cleaner formula and strong value positioning.

Bottom Line:

There’s significant innovation coming across multiple categories.

Final Takeaway

As Raw Nutrition continues its rapid rise in sports nutrition, the brand’s leadership says one priority hasn’t changed: supporting the specialty retailers who helped build it. For GNC franchisees, Raw Nutrition’s message is clear: rapid growth doesn’t mean abandoning specialty. With disciplined channel strategy, guarded price integrity, and a steady pipeline of innovation, the brand is positioning itself to scale.

Franchisee Spotlight

Frachisee Spotlight: Brian Hopkins/Sun Holdings

Franchisee Location: Texas

Number of Stores: 44

How many years have you been in the GNC system?

Sun purchased our stores in 2016. I personally started in the GNC system sometime around 2012

What are you most proud of in your work as a GNC franchisee?

Having many employees still with me since the beginning.

What is your biggest challenge as a GNC franchisee?

It’s hard to nail down one “biggest challenge” However I would say probably the cost and challenge of new customer acquisition.

What is your best tip to share with other NIOA members?

• Marketing Tip: Partner, Partner. Partner. There are lots of brands that have resources beyond just national marketing campaigns to help you locally.

• Store Management Tip: Empower your teams to win in as many ways as possible. Success breeds success and you get the opportunity to define what that means everyday.

• Customer Experience Tip: Every single thing you do without exception should be first filtered through the lens of how will this affect my guest?

Do you have an example of a local marketing event that’s worked well for you?

Truthfully, with the recent decline in customer count, a few new customers a week is a solid win. Replicate that monthly and you can build your business brick by brick. I have had several hundred people show up to big events that I have had relevant industry celebs come to and that was great. But the best events are the consistent, community driven partnerships where relationships are built and maintained.

What is your favorite brand/product right now?

This is a hard one, so I am going to take the cop out here. Core Culture is great because they listen and will partner in any way you ask within reason and are committed to the word partnership with the franchisee not just saying it. Alpha Lion is making miracles happen by reviving the diet category. Jocko is putting major energy into driving RTD customers back into our store. There are many more too. It’s the truth as an operator it takes a village to succeed. I used to get called crazy years ago when I would call meetings with multiple brands and we would all sit down and figure out how we can all help each other cross train and promote within our stores with one common goal. Now you have people like David Stockhamer and Riley Judd making an entire business model out of this. We always have been and always will be all on the same team, stronger together.

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Supplement

industry statistics have shown that the global dietary supplements market was valued at $192.65 billion in 2024 and is projected to reach $327.42 billion by 2030, reflecting a compound annual growth rate (CAGR) of 9.1%.

This growth is driven by multiple converging factors: the rising prevalence of chronic health conditions such as obesity, diabetes, and cardiovascular disease; and increasingly fast-paced lifestyles, which continue to alter global

Exploring the Supplement Trends for 2026

By Lauren Samot, RD Reprinted from Vitaquest Website

dietary habits and fuel demand for convenient, health-supportive solutions.

According to online supplement sales statistics from Nutraceuticals World’s analysis of NBJ data, the top markets in the U.S. dietary supplement industry by ingredient category were:

• Vitamins 27.5%

• Specialty ingredients 21.8%

• Herbs and botanicals 19.2%

• Sports nutrition 15.2%

• Meal replacements 10.3%

• Minerals 5.9%

The sports nutrition supplement category is leading in growth, with an 8.4% year-over-year increase. This segment alone is projected to contribute an additional $3.86 billion in value by 2028, underscoring its importance as a key driver in the future of the supplement industry.

Sales of specialty supplements rose by approximately 6.3%, driven by growing consumer demand for ingredients such as collagen, fiber, and pre-, pro-, and synbiotics. This segment is projected to contribute an additional $4.71 billion in value by 2028. Other notable category gains include a 5.7% increase in meal replacements, 5.4% in herbs and botanicals, 4.1% in minerals, and 2.7% in vitamins.

Taken together, these figures highlight key areas of momentum within the dietary supplement space heading into 2026. This blog article will explore these supplement trends, including plant-based protein supplements, nootropic supplements, longevity supplements, gut health supplements, performance & recovery supplements, creatine, nitric oxide supplements, shilajit, gaming supplements, herbal supplements, and hydration supplements.

Trending Supplement Categories in 2026

Plant-Based Protein Supplements

The global plant-based protein market was valued at $14.3 billion in 2024 and is projected to reach $20.5 billion by 2029, with a CAGR of 7.5%. Several key factors are driving this growth. First, plant-based proteins are an ideal option for vegans and vegetarians seeking alternatives to animal-derived proteins such as whey and casein. Second, sustainability is a significant motivator, as plant-based proteins generally have a lower environmental impact. Lastly, these proteins offer low allergenic potential, making them accessible to individuals with sensitivities to dairy or other common allergens. The most common sources of plant-based protein in supplements include peas and rice.

Pea Protein

Pea protein is well known for its high protein content and excellent digestibility. Clinical studies show that pea protein isolate can effectively reduce food intake when consumed at the beginning of a meal, outperforming whey and egg white proteins in this regard. In addition, research demonstrated that pea protein promoted dietinduced thermogenesis (fat burning). Research also demonstrated that pea protein helped maintain healthy blood pressure levels already within normal ranges more significantly than consuming a placebo. In animal studies, pea protein also showed strong anti-fatigue effects, decreased lactic acid, increased muscle and liver glycogen, improved insulin levels, and had strong antioxidant and immune activity.

In the past, pea protein’s popularity was hindered by its earthy or bitter taste. However, recent advances in flavor-masking technologies and extraction methods have significantly improved its organoleptic profile. Through enzymatic processing, microencapsulation, and natural masking agents, pea protein powder manufacturers can now greatly reduce the off-notes traditionally associated with pea protein, making it a more viable option for flavored powders, ready-to-drink beverages, and functional foods.

Rice Protein

Rice protein is considered to be hypoallergenic, and provides approximately 78% protein by weight, including 36% essential amino acids and 18% branched-chain amino acids (BCAAs). Research shows rice protein isolate can support reductions in fat mass while increasing lean body mass, skeletal muscle hypertrophy, power, and strength—with outcomes comparable to whey protein isolate.

In a comparative study, rice protein demonstrated similar effects on body weight and fat-free mass as whey, with a slight advantage in reducing body fat, although not statistically significant.

Nootropic Supplements

Nootropic supplements, formulated to enhance memory, focus, and overall cognitive performance, continue to gain momentum in the health and wellness space. The global nootropic supplement market was valued at $2.3 billion in 2024 and is projected to grow to $5 billion by 2034, with a CAGR of 7.8% from 2025 through 2034.

This category encompasses a wide range of nutraceutical compounds, many of which are backed by strong scientific evidence supporting their cognitive benefits. Among the most well-researched and widely used nootropics are Rhodiola rosea, Bacopa monnieri, and Lion’s Mane mushroom. Each offers distinct mechanisms to support mental clarity, memory, stress resilience, and neurological health.

Rhodiola

Rhodiola rosea is a well-established adaptogen, a class of substances, often herbal in origin, that help the body maintain balance and adapt to physical, emotional, and environmental stressors. While adaptogens generally do not exert a specific pharmacological action, they are known to support homeostasis and overall resilience.

Used for centuries in traditional medicine systems across Russia, Scandinavia, and other regions, Rhodiola rosea has a long history of supporting both mental and physical well-being. Modern research has confirmed its ability to enhance cognitive function under stress, improve mental performance, and increase physical endurance. Clinical studies also suggest that Rhodiola may help reduce fatigue, boost mood, enhance work productivity, and even support aspects of sexual health, particularly in individuals experiencing stress-related declines in performance.

Bacopa

The leaves of the Bacopa monnieri plant have been used for centuries in the traditional East Indian system of healthcare (Ayurveda) for purposes of promoting “healthy longevity, and strengthening life, brain, and mind.”

Modern clinical have shown that daily supplementation with Bacopa

monnieri leaf extract helped improve occasional, age-related absentmindedness, promoted a healthy memory, improved some measures of delayed recall, and promoted cognitive function. Research28 suggests that Bacopa works by helping to maintain healthy levels of acetylcholine, a compound the body makes to help the brain facilitate memory, learning ability and cognitive performance.

Lion’s Mane Mushroom

Lion’s mane (Hericium erinaceus) is a functional mushroom traditionally used to support immune health and provide antioxidant protection against oxidative stress caused by free radicals. In recent years, it has gained significant attention for its potential cognitive benefits.

One randomized, double-blind, placebo-controlled study showed that it improved cognitive function, while another showed that participants taking Lion’s mane scored significantly

higher on cognitive function tests compared to the placebo group. In addition, research demonstrated that Lion’s mane may help reduce moodiness.

Postbiotics

Postbiotics (any probiotic that has been pasteurized or heat-treated, and yet still provides health benefits—a sort of zombie probiotic) are gaining popularity. The postbiotic supplements market is estimated to be valued at $10.8 million in 2024 and expected to reach $30.5 million by 2034 at a CAGR of 10.9%. Since they’re no longer alive, postbiotics have the advantage since there is no concern for stability as is the case with probiotics. Consequently, they can easily be used in virtually any delivery form and combined with any other nutraceutical. Two examples of postbiotics with research to support their efficacy include:

• Lactobacillus plantarum strain L-137 (ImmunoLP20®) has been shown to augment acquired immunity (especially Th1-related immune functions in healthy subjects), support the function of an influenza vaccine, support upper respiratory health, and help reduce inflammatory markers.

• Akkermansium mucinipahila has been shown to support metabolic health, helps activate GLP-1 inducing protein, help decrease body weight, help decrease hip and waist size.

Longevity Supplements

Heading into 2026, longevity-focused supplements are poised to become a rapidly growing category, driven by consumers seeking to live longer and maintain a higher quality of life

as they age. These supplements are designed to support cellular health, enhance ATP production, modulate inflammation, and promote muscle protein synthesis. Key ingredients such as urolithin A, spermidine, and fisetin specifically target the core hallmarks of aging. While interest is strong among older adults, younger consumers are also showing increased awareness and demand for natural ingredients that support long-term health and longevity.

GLP-1 Stimulants/Complements

Anyone who attended Natural Products Expo West in March of 2025, or VitaFoods in May of 2025, won’t be surprised that nutraceuticals with claims to stimulate the production of GLP-1 were seriously trending. Booths offering such nutraceuticals were all over the place. It should be noted that

nutraceuticals that stimulate GLP-1 production aren’t the same as, and won’t have similar efficacy for appetite suppression, as drugs that are GLP-1 agonists (i.e., bind to GLP-1 receptors). Nevertheless, many of these nutraceuticals may still offer other benefits for weight loss. Furthermore, there is a range of nutraceuticals that aren’t GLP-1 stimulants but may also function in a complementary way with GLP-1 agonist drugs. Consider the following:

• Akkermansium mucinipahila –As stated in the previous section, Akkermansium mucinipahila is a GLP-1 that helps with weight loss, but not necessarily appetite suppression.

• Collagen – Sagging skin can occur alongside rapid weight loss, such as occurs with the use of GLP-1

agonist drugs. As a structural protein, it is ideal for combating saggy skin. Collagen peptides have been shown to support and stimulate the body’s own collagen production and skin elasticity.

• Creatine – Maintaining lean muscle during rapid weight loss can be a challenge. Creatine serves as an anabolic signal for muscle growth, acting as the chemical messenger that links increased muscle activity with the production of new muscle tissue.

To read the rest of the article visit: https://vitaquest.com/supplementtrends-2026/.