{"id":506598,"date":"2026-04-01T06:24:12","date_gmt":"2026-04-01T06:24:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/506598\/"},"modified":"2026-04-01T06:24:12","modified_gmt":"2026-04-01T06:24:12","slug":"stacked-the-new-shape-of-the-supplement-industry-healthcare","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/506598\/","title":{"rendered":"Stacked: The New Shape Of The Supplement Industry – Healthcare"},"content":{"rendered":"

The form factor boom layers beauty onto health &
\nwellness, and it’s going to challenge VMS
\noperators<\/p>\n

You wake up, drink your AG1, chew your multivitamin gummy, and
\nswallow your BPC-157 and TB-4 oral peptide supplements.<\/p>\n

If you haven’t heard of the latter combination, it’s
\nknown as the “Wolverine stack”\u2014so-called for its
\nrapid healing properties (“wounds close faster, tendons knit
\ntogether” extolls one retailer)\u2014and it is not approved
\nby the FDA or for human use. Regardless, it is a top seller on
\ne-commerce supplement sites and through social media, sought out by
\nself-informed consumers in the body-building world or those in
\npain.<\/p>\n

We see the spike in adoption of the Wolverine stack as a trend
\nfor the beauty, health, and wellness industry, which is being
\ndisrupted by medical-adjacent treatment plans. Consumers are
\nembedding supplementation into their lives as part of a more
\nholistic, results-based approach to wellbeing, beauty, and
\nachievement. The AlixPartners Professional VMS Survey finds
\nshifting loyalties among a curious population looking to optimize.
\nConsumers are increasingly looking to practitioners for their
\ninitial recommendations, education, and even purchases before
\nswitching to Amazon for continuing buys (brand websites see only
\n48% retention on the second buy). Vitamins, minerals, and
\nsupplements (VMS) are on the rise both in areas where there is
\nsufficient research, and in new and emerging areas where product
\nclaims overshadow quality, safety, and efficacy.<\/p>\n

\"1766678.jpg\"\/<\/p>\n

The U.S. VMS market topped $125 billion in 2025, per
\nEuromonitor. Active nutrition is projected to grow 11% through
\n2027.From changing diets to the rise of longevity
\nprograms\/products, and a deterioration in access to healthcare, a
\nhost of conditions have combined to attack the old paradigm.<\/p>\n

Legacy beauty and upstart producers alike will have to adapt to
\nthe new use-case. Manufacturers and retailers will want to
\ncapitalize on the VMS gold rush but need to adhere to the quality
\nand safety standards that helped overcome the previous industry
\nreputation of someone mixing ingredients in their garage.
\nRegulators may have an appetite<\/a> to loosen restrictions on peptides,
\nwhich would open the door to greater adoption and growth.<\/p>\n

More, more, and more: Why the VMS industry is changing<\/p>\n

From the availability of consumer-level healthtech to a more
\ninformed consumer and a blurring of the beauty\/health\/wellness
\ncategories, there are a few major trends driving change in this
\nspace.<\/p>\n

The rise of continuous monitoring and growth of
\nself-directed healthcare: From Apple Watches, Whoop, and
\nthe Oura ring to consumer-level glucose monitors from companies
\nlike Abbott and Dexcom, healthtech has grown<\/a> with the consumer desire
\nto be informed about their health at all times.<\/p>\n

The growing reliance on data to make health decisions, or
\nself-diagnose conditions, has occurred as healthcare services have
\nbecome more expensive and harder to access\u2014average wait times
\nto see a general practitioner in the U.S. are up ~20% in some cases in urban metro areas<\/a> to
\n30 or more days, per AMN Healthcare\u2014and have been passed over
\nfor alternative voices. Accordingly, we’ve seen a rise in
\nself-treatment or doctor-directed treatment with VMS. This
\nisn’t limited to men or women. Both appear to have an appetite
\nto spend in the VMS category, although they may be targeted
\ndifferently.<\/p>\n

Beauty and nutrition have become inextricably
\nlinked: We keep hearing “beauty from the inside
\nout,” in reference to dietary impact on physical appearance
\nand health. VMS has capitalized on this, with companies like
\nNutrafol offering capsules to treat hair loss treatment for men and
\nwomen, Thorne offering diagnostic testing complemented with
\nmatching supplements for internal and external needs, and people
\ndrinking lemon water and olive oil to “tighten up” and to
\nmaintain their youthful glow.<\/p>\n

“Beauty from the outside-in” is also fully in play as
\ncosmetic companies incorporate traditionally ingestible
\nsupplements. AlixPartners research found that 85% of consumers buying holistic beauty products
\nwant detailed ingredient information<\/a>. How many skincare
\nroutines include peptides, collagen, vitamin C, or a nutrient
\nadditive? Go to your local Sephora or browse the shampoo aisle at
\nthe grocery store. The secret additive that drives your desired
\noutcome is in everything.<\/p>\n

Private label is showing strength as consumers seek out
\nspecific ingredients: As with beauty, marketing and sales
\nare the growth drivers in VMS. Where R&D lies and how much
\nspend should be allocated is more company dependent, but consumers
\nare always looking for a next-level product, and private label
\nproducts have more share than the largest branded products. No
\ncompany has more than a 5% share. Once booming brands that are in
\ndecline or stagnating continue to show up in the beauty space and
\nprivate label is playing a greater role in retailers’
\nassortment. As small players in beauty and wellness look for
\nmanufacturing partners, the opportunity for private label remains
\nhuge.<\/p>\n

Despite the appearance of endless products and brands, as the
\nVMS market grows, private label is responsible for a large portion
\nof the footprint, though it is very fragmented.<\/p>\n

\"1766678a.jpg\"\/<\/p>\n

\"1766678b.jpg\"\/<\/p>\n

The all-in-one experience: Med spas, gyms,
\nwellness centers and retreats have exploded in growth<\/a>. Walking around cities, it
\nseems like there is a consumer treatment center on every corner.
\nAlthough many specialize, there are some that look to become a
\none-stop shop, from doing blood tests and writing prescriptions to
\ntailoring your diet and providing physical manipulation.<\/p>\n

The retail footprint is massive. Direct-to-consumer and Amazon
\nare the preferred method of purchase for recurring vitamin and
\nsupplement purchases. However, the retail footprint is massive.
\nGoing to a location\u2014whether a doctor or a different provider
\nfor initial learnings\u2014has a lot of power. Generationally,
\nthis is huge with Gen Z, more likely to bond and socialize with
\nwellness activities in a sauna for R&R than spend a night out
\ndrinking. In retail, it looks to be only a matter of time before we
\nsee VMS products in beauty retailers and beauty products in VMS
\nretailers. Ulta has already started with products like Mary
\nRuth.<\/p>\n

Discovery comes from providers and e-commerce<\/p>\n

So, how can VMS manufacturers and retailers reach this
\nburgeoning market?<\/p>\n

All channels are showing growth, but practitioner-related
\nreferrals and e-commerce lead the way. As we’ve discussed,
\ngrowth in this space is driven by a desire for information about
\npersonal health that can be put in action to fuel
\nself-improvement\u2014the AlixPartners Consumer Sentiment Index
\nfound that med spas\/salons and doctors’ officers now rank #4
\nand #5 for specialty beauty destinations. Thus, providers’
\nrecommendations or one of the many strains of influence (yes, even Reddit<\/a>) are what convert consumers into
\nusers of a product.<\/p>\n

\"1766678c.jpg\"\/<\/p>\n

Even among consumers who receive a recommendation for a specific
\nVMS regimen from a healthcare provider, 92% still conduct
\nadditional research, per AlixPartners’ professional VMS survey,
\nand women are twice as likely as men to continue to investigate
\nbenefits and uses.<\/p>\n

Once consumers have tried a product, 9% of those referred by a
\nprovider switch to Amazon, and around 20% of those who originally
\npurchased via a DTC channel look to buy it from the e-commerce
\ngiant, according to VMS survey data. There could be many drivers of
\nthis behavior, whether it be cost, convenience, or an indication
\nthat few brands offer the full suite of VMS products that comprise
\nconsumers’ tailored regimens.<\/p>\n

\"1766678d.jpg\"\/<\/p>\n

Higher-priced brands are leading the way for branded
\nproducts<\/p>\n

To win, companies need to have the right marketing, the right
\nchannels, the right products, and a differentiator. Across the
\nvalue chain, luxury is outperforming mass and value, due in part,
\nwe believe, to the associations with biotech innovation,
\nassociations with scientific advancement, and elite fan bases.<\/p>\n

\"1766678e.jpg\"\/<\/p>\n

The opportunity is huge, but the product has to work<\/p>\n

Even among consumers who are purchasing VMS products after a
\nrecommendation from a healthcare provider, product quality and
\nbrand reputation are the most frequently important purchase
\nfactors. Pricing (per dose, not just per bottle) is also an
\nimportant factor for nearly a third of consumers.<\/p>\n

As the VMS boom plays out, consumers will have a growing
\nopportunity to test and switch products. The winners will be the
\ncompanies selling science-backed products that provide results and
\nwin trust.<\/p>\n

\"1766678f.jpg\"\/<\/p>\n

The consumer looking for the right “stack” won’t
\ntake their physician or trainer at their word\u2014they will weigh
\nthe effect of the product against pricing and brand identity.<\/p>\n

Companies looking to outperform the competition need to:<\/p>\n


\nBe deliberate and intentional in building brand, consumer,
\ncustomer and product strategies, knowing the consumer piece is
\ndriven increasingly by practitioners and influencers.
\n
\nDrive customer and consumer education, leveraging
\nscience-backed research and maximizing value of certifications and
\nquality.
\n
\nOptimize portfolio and make sure investments are aligned with
\ntrends and growing brands, products, and regions.
\n
\nBuild efficient and quality focused operations that enable
\nspeed to market and agility, bring operations into the 21st
\nCentury, and balance cost with operational effectiveness.
\n
\nOptimize footprint and supply chain, especially with tariff
\nrisks and impacts and the increasing power of private
\nlabel\/co-manufacturers. <\/p>\n

Like the products their consumers are taking, companies need a
\nserious stack of operations improvement to capitalize on the rich
\npotential in front of them.<\/p>\n

AlixPartners Professional VMS Survey conducted July
\n2025.<\/p>\n

Contributors: Raj Konanahalli, Michael Bronstein, Abby Sattler,
\nWyatt Puscas<\/p>\n

The content of this article is intended to provide a general
\nguide to the subject matter. Specialist advice should be sought
\nabout your specific circumstances.<\/p>\n","protected":false},"excerpt":{"rendered":"The form factor boom layers beauty onto health & wellness, and it’s going to challenge VMS operators You…\n","protected":false},"author":2,"featured_media":43492,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[59,57,58,50,56,54,55],"class_list":{"0":"post-506598","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-united-kingdom","8":"tag-gb","9":"tag-great-britain","10":"tag-greatbritain","11":"tag-news","12":"tag-uk","13":"tag-united-kingdom","14":"tag-unitedkingdom"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/506598","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=506598"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/506598\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/43492"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=506598"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=506598"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=506598"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}