Top 10 Supplement Trends for 2027, Backed by Sourcing Data

The top supplement trends for 2027 are magnesium, sleep support, electrolytes, creatine, protein and fibre for GLP-1 users, vitamin D3, K2 and B vitamins, quality testing, capsules and stick packs, women's health, and new formats such as oral strips and functional pouches. This ranking is based on what brands asked supplement manufacturers for on Wonnda in 2026 compared with 2025, checked against market data and EU regulation. It also lists the supplement trends that are losing demand.

Key Takeaways

• Supplement sourcing grew by almost half: the share of buyers on Wonnda sourcing supplements rose from about one in eleven in 2025 to more than one in eight in 2026.
• Magnesium is the most requested ingredient: more than one in five supplement buyers asked for it, and briefs naming magnesium glycinate or bisglycinate doubled their share.
• Fastest-growing need states: electrolytes (up by about half), sleep (up by more than 40%) and vitamin K2 (up by about 70%). Functional mushrooms fell by almost two thirds, ashwagandha by more than half and collagen by about a third.
• Gummies lost almost a third of their share: sachets and stick packs grew by more than a third, capsules and tablets by about 17%.
• Five EU rule changes to plan for: the ban on generic environmental claims (since 27 September 2026), the end of data protection for pasteurised Akkermansia (1 March 2027), the pending NMN authorisation, a proposed Dutch ban on ashwagandha leaf and EU-wide maximum levels for vitamins and minerals (planned for 2028).

Methodology: How We Measured Supplement Demand on Wonnda

Wonnda is a B2B sourcing platform where brands and retailers post sourcing requests and search for private label and contract manufacturers. For this article, we compared anonymised sourcing requests and on-platform searches from 2026 with the same period in 2025.

How we counted:

• Buyers, not requests: each buyer company counts once per signal, so one brand sending the same brief to many manufacturers does not distort the result.
• Shares, not volumes: we compare the share of supplement buyers or searchers who mention a topic. We report relative changes only, never absolute numbers.
• Small niches are flagged: where a signal comes from a small base, we say so.

We then compared these signals with published data and trend reports from Gallup, SPINS, Holland & Barrett, Whole Foods Market and Natural Products Expo West, and with EU regulation, because the rules decide which ingredients, doses and claims you can sell in the EU.

Fastest-Growing and Declining Supplement Categories on Wonnda (2026 vs. 2025)

The table below shows how the share of supplement buyers on Wonnda asking for each category, ingredient or format changed in 2026 compared with 2025. The data comes from anonymised sourcing requests and on-platform searches by brands and retailers on Wonnda, with each buyer company counted once.

Category on Wonnda	Change in buyer share, 2026 vs. 2025
Share of all buyers sourcing supplements	Up by almost half
Electrolytes and hydration	Up by about half
Sleep	Up by more than 40%
Magnesium	Up by more than a third
Magnesium glycinate or bisglycinate	Doubled
Vitamin K2	Up by about 70%
B vitamins	Up by about 40%
Vitamin D	Up by about a third
Testing, COA or heavy metals mentioned	Up by more than a third
Creatine	Up by about a fifth
Sachets and stick packs	Up by more than a third
Gummies	Down by almost a third
Collagen	Down by about a third
Ashwagandha	Down by more than half
Functional mushrooms	Down by almost two thirds

The 10 Supplement Trends for 2027: Overview

This overview ranks the 10 supplement trends for 2027. The Wonnda column shows the change in buyer share from Wonnda sourcing requests and searches (2026 vs. 2025); the formats and EU claim routes come from manufacturer practice and EU regulation.

#	Trend	Demand change on Wonnda (2026 vs. 2025)	Formats that work	EU claim route
1	Magnesium	Most requested ingredient, up by more than a third	Capsules, powders, stick packs	Authorised magnesium claims from 56 mg per daily dose
2	Sleep	Up by more than 40%	Capsules, evening drink powders, strips	Melatonin at 1 mg, or magnesium and vitamin B6
3	Electrolytes	Up by about half	Stick packs, effervescent tablets	Magnesium for sugar-free products
4	Creatine	Up by about a fifth, gummies down by 40%	Powder, stick packs, capsules	Two claims at 3 g per day
5	Protein and fibre for GLP-1 users	Protein up by more than 40%, fibre by about two thirds	Powders, bars, drinks, stick packs	Protein and fibre nutrition claims, glucomannan at 3 g per day
6	Vitamin D3, K2 and B vitamins	Up by a third to about 70%	Capsules, softgels, drops	Authorised vitamin claims
7	Proof of quality	Up by more than a third	All formats	Heavy metal limits in Regulation (EU) 2023/915
8	Capsules and stick packs	Sticks up by more than a third, gummies down by almost a third	Capsules, tablets, stick packs	Depends on the active
9	Women's health	Up by about a quarter	Capsules, powders	Vitamin B6, iron, folic acid
10	Oral strips and functional pouches	New category, pouches more than doubled (small base)	Strips, pouches	Unclear for caffeine pouches

1. Magnesium: The Most Requested Supplement Ingredient

Magnesium is the most requested supplement ingredient on Wonnda in 2026. More than one in five supplement buyers asked for it, and that share grew by more than a third compared with 2025. Briefs that specify magnesium glycinate or bisglycinate doubled their share. Across all categories, including drinks and functional food, magnesium requests grew by almost 80%.

Holland & Barrett sees the same pattern: magnesium was the most searched term on its website in 2026, and Magnesium Bisglycinate was its best-selling supplement, according to NutraIngredients. Solaray's magnesium sales grew by 16.55% in 2025, as Modern Retail reports.

Sourcing specs:

• Elemental content: bisglycinate contains about 14% elemental magnesium, oxide about 60%. A 200 mg elemental dose from bisglycinate needs about 1.4 g of raw material, which means two or three capsules a day.
• Claim threshold: the EU reference intake (NRV) is 375 mg. To use an authorised magnesium claim, the daily dose must provide at least 15% of it, which is 56 mg.
• Upper limit: the tolerable upper level for magnesium from supplements is 250 mg per day. National maximum levels can be lower.
• Authorised claims: for example reduction of tiredness and fatigue, normal muscle function, electrolyte balance and normal psychological function.

Related: magnesium supplement manufacturers and private label capsule manufacturers.

2. Sleep Overtakes Stress as the Leading Need State

Sleep supplements are one of the fastest-growing categories on Wonnda: the share of supplement buyers asking for sleep products grew by more than 40% in 2026. Briefs built around stress, cortisol or adaptogens fell by about 30% over the same period. Briefs that combine magnesium with sleep grew by about 70%, and glycine and L-theanine appear more often.

Holland & Barrett names "The Regulated Self" (calm, focus and sleep) as one of its six wellness trends for 2027. The 2027 forecast from Natural Products Expo West expects more narrowly targeted products, for example for perimenopausal sleep.

Sourcing specs:

• Melatonin claims: the authorised EU claim on falling asleep faster requires 1 mg per serving taken close to bedtime. The jet lag claim requires at least 0.5 mg.
• National rules: some EU countries only allow low melatonin doses in food supplements and classify higher doses as medicine. Fix the dose per target market.
• Melatonin-free formulas: use magnesium or vitamin B6 (normal psychological function) as the claim carrier, with glycine, L-theanine or saffron as additional ingredients.

Related: sleep supplement manufacturers.

3. Electrolytes Move Beyond Sports Nutrition

Electrolytes are the fastest-growing supplement need state on Wonnda: electrolyte and hydration briefs grew their share among supplement buyers by about half in 2026. Across all categories, electrolyte requests rose by more than 40%, and searches for electrolytes roughly doubled (from a small base).

Holland & Barrett's 2027 trend "Cooling Rituals" links electrolytes to heat and recovery. Food brands are moving in as well: Kraft Heinz launched Capri Sun Hydrate and Kool-Aid Hydration powder sticks in 2026, and Gerber launched Gerberlyte for toddlers, as BeverageDaily reports.

Sourcing specs:

• Sodium level: this is the first decision. Products on the market range from about 55 mg (Ultima Replenisher) to 1,000 mg (LMNT) sodium per serving, and the level drives taste work and cost.
• Sports drink claims: the EU claims for carbohydrate-electrolyte solutions require 80 to 350 kcal per litre from carbohydrates and 20 to 50 mmol sodium per litre. Sugar-free products do not qualify.
• Sugar-free alternative: "magnesium contributes to electrolyte balance" works if a serving provides at least 56 mg magnesium.
• Packaging: electrolyte powders absorb moisture. Specify a maximum moisture content and stick packs with a barrier layer.

Related: powder supplement manufacturers.

4. Creatine Keeps Growing, Creatine Gummies Decline

Creatine's share of supplement briefs on Wonnda rose by about a fifth in 2026, and searches for creatine grew by more than half. Over the same period, briefs for creatine gummies fell by about 40%.

NutraIngredients cites SPINS data showing US creatine sales up 60.6% over the past year. Alzchem, the German producer of Creapure, says global demand has tripled in two years and is turning down some new business. Its new capacity in Germany will be commissioned in stages from the second half of 2027. In April 2026, a US class action claimed that Create's creatine gummies contained less creatine than stated on the label, which the company disputes.

Sourcing specs:

• Dose and claims: both authorised EU claims require 3 g per day: physical performance in short-term, high-intensity exercise, and muscle strength with resistance training in adults over 55. The EU refused a cognitive function claim in Regulation (EU) 2026/1118.
• Format: creatine breaks down into creatinine in water, faster at low pH and high temperature. 3 g fits one scoop or one stick pack but needs several gummies.
• Raw material: German Creapure costs about 30 to 40 cents more per dose than Chinese creatine, according to Alzchem. Secure supply early if you need German material.
• Certificate of analysis: set limits for creatinine, dicyandiamide and dihydrotriazine.

Related: private label creatine manufacturers.

5. Protein and Fibre for GLP-1 Users

Brands rarely name GLP-1 in sourcing briefs on Wonnda, but the ingredients behind GLP-1 support products are growing across all categories: protein requests rose by more than 40% in 2026, fibre requests by about two thirds, and protein bar briefs more than doubled (from a small base).

Gallup found that 11% of US adults were taking a GLP-1 drug in 2026, up from 8% in 2025 and 3% in 2024. In Europe, the oral Wegovy pill was approved in July 2026, with Germany as the first EU launch market, as FoodNavigator reports. Expo West lists muscle preservation during GLP-1 use as a focus for 2027, and Whole Foods Market's 2027 trend list includes beans and legumes as a source of protein and fibre.

Sourcing specs:

• Protein claims: "source of protein" requires at least 12% of energy from protein, "high protein" at least 20%. A bar with 20 g protein can still fail if it is high in sugar or fat.
• Fibre claims: "source of fibre" requires 3 g per 100 g (or 1.5 g per 100 kcal), "high fibre" 6 g per 100 g (or 3 g per 100 kcal).
• Glucomannan: the authorised EU weight loss claim requires 3 g per day in three 1 g doses with water before meals, within an energy-restricted diet. That dose suits powders and stick packs better than capsules.
• GLP-1 wording: claims such as "GLP-1 support" or "GLP-1 friendly" are not authorised in the EU.

Related: GLP-1 companion products, protein powder manufacturers and protein bar manufacturers.

6. Vitamin D3, K2 and B Vitamins Return to the Core Range

Core vitamins are growing again in supplement briefs on Wonnda: vitamin D grew its share by about a third in 2026, vitamin K2 by about 70% and B vitamins by about 40%. Briefs that name a specific form, such as bisglycinate, citrate, methylated B vitamins or liposomal formats, grew by about a third. Holland & Barrett reports that vitamin D was among its most searched supplement terms in 2026, behind magnesium and collagen.

Sourcing specs:

• Vitamin D: the EU reference intake is 5 µg and EFSA's tolerable upper level is 100 µg per day. Germany has proposed a maximum of 20 µg per day in supplements, as NutraIngredients reports.
• Vitamin K2: the reference intake for vitamin K is 75 µg. Specify K2 as MK-7 and ask for the all-trans content.
• B vitamins: name the form, for example methylcobalamin or cyanocobalamin for B12 and calcium L-methylfolate or folic acid for folate. Forms differ in cost and stability, and each must be a permitted source under EU supplement law.
• Harmonised limits: EU-wide maximum levels for vitamins and minerals are planned for early 2028. Design doses for multi-country SKUs that will still fit afterwards.

Related: private label supplement manufacturers.

7. Proof of Quality Moves Into the First Brief

Supplement buyers on Wonnda increasingly ask for test results up front: briefs that mention third-party testing, certificates of analysis or heavy metals grew their share by more than a third in 2026. Briefs that name branded or clinically studied ingredients grew by about two thirds.

In October 2025, Consumer Reports found that more than two thirds of 23 tested protein powders and shakes exceeded its level of concern for lead, with plant-based products averaging nine times the lead of dairy-based ones.

Sourcing specs:

• Heavy metals: Regulation (EU) 2023/915 sets maximum levels for food supplements of 3.0 mg/kg for lead, 1.0 mg/kg for cadmium (3.0 mg/kg for supplements made mainly from seaweed) and 0.10 mg/kg for mercury.
• Lab: ask for batch-specific certificates of analysis from an ISO/IEC 17025 accredited lab.
• Botanicals: ask for identity testing, for example HPTLC, in addition to the active content.
• Stability: ask for accelerated data (for example six months at 40 °C and 75% relative humidity) and real-time data. Probiotics need real-time data.
• Branded ingredients: check licensing terms, the minimum dose required to use the brand name and the extra raw material cost before you fix the formula.

8. Capsules and Stick Packs Gain on Gummies

Gummies lost almost a third of their share of supplement briefs on Wonnda in 2026, and searches for gummies fell by about a third. Sachets and stick packs grew by more than a third, capsules and tablets by about 17% and liquids by about a fifth. This matches Whole Foods Market's 2027 trend "Ingredient Minimalism": shorter ingredient lists and fewer additives, while gummies need sugar or sweeteners, gelling agents and overages.

The table compares typical private label MOQs, production lead times and the main limit of each supplement format. Your quote depends on the formula, packaging and volume.

Format	Typical private label MOQ	Production lead time	Main limit
Hard capsules (existing formula)	5,000 to 25,000 units	6 to 10 weeks	Dose per capsule
Softgels	Depends on the formula	12 to 18 weeks	Oil-based or suspended actives
Sachets and stick packs	5,000 to 20,000 units	Depends on the formula	Taste, moisture
Gummies	10,000 to 50,000 units per flavour	14 to 20 weeks	Overages, stability, sugar

Sourcing specs:

• Dose fit: gram-scale actives such as creatine, protein, fibre and most electrolytes do not fit into gummies or capsules at a reasonable number per day.
• Overages: gummies typically need 20% to 50% extra active to hold the label claim until the end of shelf life, which is about 18 months for gummies and 24 months or more for capsules.
• Certification: add 2 to 4 weeks for NSF or Informed Sport certification.
• MOQ: plan per flavour and per SKU. A range with five need states multiplies your minimum order commitment by five.

Related: functional gummies manufacturers, softgel manufacturers and liquid supplement manufacturers.

9. Women's Health Gains Share

Women's health briefs grew their share among supplement buyers on Wonnda by about a quarter in 2026. Menopause on its own is still a small niche in our data. Holland & Barrett's 2027 trend "Built for Women" covers hormonal change, perimenopause, menopause and muscle loss, and Expo West uses perimenopausal sleep as an example of narrower targeting in 2027.

Sourcing specs:

• Claims: there is no authorised EU claim for menopause support. Claims come from nutrients, for example "vitamin B6 contributes to the regulation of hormonal activity" or "iron contributes to the reduction of tiredness and fatigue".
• Pregnancy: the authorised claim on maternal folate status requires at least 400 µg folic acid per day.
• Warnings: check pregnancy and breastfeeding warnings for every botanical and novel food. Pasteurised Akkermansia, for example, must carry a warning that it should not be consumed by pregnant or breastfeeding women.

Related: iron supplement manufacturers.

10. Oral Strips and Functional Pouches

Oral strips (thin films that dissolve on the tongue) appeared as their own request category on Wonnda for the first time in 2026. Functional pouch briefs (nicotine-free pouches with caffeine, vitamins or plant extracts) more than doubled their share across all categories, from a small base. Taurine, a common energy drink ingredient, tripled its share of supplement briefs, also from a small base.

Sourcing specs:

• Caffeine dose: EFSA considers single doses of up to 200 mg and up to 400 mg per day safe for healthy adults. At 50 mg per pouch, eight pouches reach 400 mg.
• Classification: the status of caffeine pouches is unclear in many EU countries, and Denmark has drafted specific rules, as NutraIngredients reports. Check the classification in each target market.
• Strips: each strip carries only a small amount of active, so strips suit low-dose actives such as melatonin, vitamin B12 or vitamin D.
• Production: both formats need specialised lines that most supplement manufacturers do not have.

Related: energy pouch manufacturers, caffeine pouch manufacturers and white label vitamin and wellness patches.

Supplement Trends Losing Demand in 2027

These topics lost share in supplement briefs on Wonnda in 2026:

• Functional mushrooms: down by almost two thirds, with lion's mane and cordyceps falling the most. Searches for mushrooms more than halved. EU Novel Food status still depends on the form (fruiting body or mycelium) and the product type.
• Ashwagandha: down by more than half. Denmark has banned it in food supplements, and the Netherlands has proposed a ban on ashwagandha leaf and a warning label for root products.
• Collagen supplements: down by about a third. Germany's Federal Court of Justice ruled in October 2025 (I ZR 135/24) that claims about skin elasticity for collagen drinks can be health claims. Whole Foods Market's "Beautrition" trend points to collagen in food and drinks. More in our skincare trends for 2027.
• Longevity and NMN: longevity briefs fell by about 40%. EFSA confirmed the safety of one NMN ingredient at 300 mg per day in May 2026, but NMN still needs EU authorisation before it can be sold.
• Shilajit and sea moss: both fell by about two thirds or more, from a small base.
• "Vegan", "organic" and "sugar-free" as headline requirements: down by about 40%, almost half and more than a quarter.

EU Compliance Calendar for Supplement Brands (2026 to 2028)

These EU and national rule changes affect supplement ingredients, claims and packaging. Dates come from the official legal texts and authority announcements named in the table.

Date	Rule	What changes
Since 12 August 2026	PPWR, Regulation (EU) 2025/40	The new EU packaging regulation applies, including limits on PFAS in food-contact packaging.
Since 27 September 2026	Directive (EU) 2024/825	Generic environmental claims such as "eco-friendly" without proof, and sustainability labels without a recognised certification scheme, are banned.
1 March 2027	Regulation (EU) 2022/168, amended by Regulation (EU) 2026/391	Data protection for pasteurised Akkermansia muciniphila ends, so the novel food authorisation is no longer limited to one company. Use is already extended to ages 12 and up.
End of 2026 at the earliest, plus six months	Netherlands, national rules (proposal)	Ban on ashwagandha leaf and a warning label for root products, if adopted after the consultation. A six-month transition period is planned.
Pending	Novel Food authorisation for NMN	EFSA's positive safety opinion (May 2026) still needs a Commission decision before NMN can be sold in the EU.
Early 2028 (planned)	EU maximum levels for vitamins and minerals	The final legal act on harmonised maximum doses for supplements and fortified foods is planned for early 2028, according to NutraIngredients.

For more on packaging rules, read our guide to the PPWR.

How to Brief a Manufacturer for a 2027 Supplement Launch

1. Name the form and the dose: for example magnesium bisglycinate with 200 mg elemental magnesium per day, or creatine monohydrate at 3 g per serving with the required grade.
2. Match the dose to the format: gram-scale actives need powders or stick packs, low-dose actives fit capsules, strips or gummies.
3. Decide which ingredient carries the claim: if your main ingredient has no authorised claim, choose the vitamin or mineral that carries it and plan at least 15% of its reference intake per daily dose.
4. Check the status in each target market: Novel Food status, national maximum levels, melatonin rules and botanical restrictions such as ashwagandha.
5. Ask for proof: batch certificates of analysis against the EU heavy metal limits, identity tests for botanicals and stability data.
6. Secure scarce raw materials early: creatine and fish oil are both tight. Aker BioMarine estimates that Peru's anchovy fishery delivered only about 10% of its normal volume in the first half of 2026, as Nutritional Outlook reports.

To compare manufacturers that already produce these formats, post your request on Wonnda and get matched with suitable supplement contract manufacturers in Europe, or read our step-by-step guide on how to create a private label supplement line.