2025 in Trends: What Worked, What Sold, and What’s Next for Supplement Brands

2025 gave us more than innovation headlines – it gave us clear market signals. By looking at the concepts brands explored, the questions they asked, and the products they committed to, we can already see what will shape launches in 2026 and beyond. This article takes a closer look at what truly resonated with our customers this year, what translated into real commercial traction, and how today’s interest is becoming tomorrow’s products on shelf.

1. Our Most Requested Product

Creatine continues to be one of the most popular and widely recognised ingredients in the supplement market, while consumer demand for convenient and enjoyable gummy formats continues to grow. However, incorporating creatine into gummies has traditionally presented technical challenges related to stability and effective dosing. In response, our R&D team developed a breakthrough solution that successfully overcomes these limitations. Our XtraGummies™ enable the inclusion of up to 1.5 g of real creatine per gummy, without compromising taste, convenience, or bioavailability. As a result, creatine gummies became one of our most requested products of 2025, offering brands a reliable, high-strength solution in a format consumers actively seek.

For our customers, this represented a business-changing solution – allowing them to scale with a product that is enjoyable to consume while ensuring effective ingredient absorption. This success reflects the growing market for creatine beyond traditional sports nutrition, expanding into brain health and cognitive support.

We expect this momentum to continue into 2026, driven by new delivery formats and innovative positioning for this well-researched ingredient.

“Our 1 g creatine gummies are developed to combine high active loading with excellent sensory performance. The taste and texture are so well balanced that it can be tempting to increase the intake to beyond three gummies per day. Beyond palatability, the formulation is supported by comprehensive 3rd party stability studies, ensuring that the declared creatine content is maintained throughout the product’s shelf life, in line with regulatory and quality requirements.” – Janine Barlow, Head of R&D

2. Our Most Downloaded Product Materials

Following three major platform launches throughout the year, we anticipated strong market interest. However, the level of engagement exceeded expectations. The high download rates of several product catalogues confirmed the relevance and growth potential of these categories.

Hydration

After the successful launch of our hydration platform at Vitafoods 2025, downloads of this catalogue surged. Featuring HydraPearls™ softgels for skin hydration, hydration gummies, and our brand-new delivery format FizzyBits™, this category remained strong throughout the year.

With more than 100 hydration concepts in the pipeline with leading European brands, enabled by SIRIO formulations, the sustained interest highlights growing consumer awareness around daily hydration needs and functional hydration solutions.

Magnesium

Launched at CPHI, magnesium re-emerged as a key nutrient, driven by renewed consumer interest in recovery, sleep, and cognitive health. While demand is clear, brands face the challenge of differentiation.

Consumers don’t just want magnesium – they want high-strength, enjoyable, and effective formats that fit their lifestyle. Our magnesium range addresses this demand with gummies, a distinctive softgel formulation combining three magnesium sources, and FizzyBits™, designed to support both physical and cognitive wellbeing.

Beauty

For the second consecutive year, beauty has remained one of our most requested categories. Consumers increasingly understand that outer beauty starts from within – supported by immune health, quality sleep, and a balanced gut.

Our ready-to-launch formulations, covering skin, hair, and holistic beauty solutions, continue to be among the top-performing catalogues on our website, reflecting strong and sustained market interest.

3. Our Product Launches

In 2025, three major launches defined our approach to innovation: XtraGummies™, Hydration Reinvented, and X Mg.

XtraGummies™

High-strength gummies represent a significant evolution in meeting RDAs (Recommended Dietary Allowances) for ingredients that previously required multiple doses. Until recently, gummy technology limited ingredient payloads and flavour profiles.

Today, growing consumer demand for convenient and enjoyable supplements continues to drive strong global market growth, positioning high-strength gummies as a key innovation area for brands seeking differentiation.

Hydration Reinvented

The hydration supplement market is evolving rapidly with 64% of global consumers recognise hydration as essential for overall wellness, 43% plan to actively improve their hydration levels, and 41% are interested in nutritional supplements that support hydration, according to FMCG Gurus.

Hydration is closely linked to two of the fastest-growing supplement categories: sports nutrition and beauty. Yet, many existing products fall short – offering low electrolyte doses, limited delivery format options, and insufficient scientific backing.

At SIRIO Europe, we set out to reinvent hydration with effective, stable, and innovative delivery formats designed to meet real consumer needs.

X Mg

Magnesium is one of the most researched minerals worldwide and is strongly associated with muscle health, sleep and relaxation, bone health, and immune support. Between 2020 and 2025, magnesium became the fastest-growing ingredient in global supplement launches, with a 37% increase. At the same time, 46% of consumers globally actively look for magnesium when purchasing supplements, according to FMCG Gurus.

To meet this demand, we launched X Mg – a platform offering high-strength, differentiated formats that combine efficacy, convenience, and lifestyle relevance.

Looking Ahead to 2026

As 2025 comes to a close, it’s clear that what resonated this year is already shaping the next wave of products that will hit the shelves in 2026. At SIRIO Europe, we translate real market demand into scalable, science-led and ready-to-launch concepts.

In 2026, we’ll continue evolving our most successful concepts while introducing new ways to deliver functionality beyond the softgel capsules and gummies that brands already know and love us for. With new research emerging in areas linked to long-term longevity and healthy ageing, the focus will be on formats, benefits, and experiences that feel distinctly next generation. Stay tuned in this space and 2026 will be an exciting one and we can’t wait to reveal what’s next for our partners.