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Ingredients and categories worth watching in dietary supplements in 2025: Mushrooms, Vitamin B12, Beetroot, Hydration...
On February 26, Nutrition Outlook partnered with SPINS to take an in-depth look at the hottest ingredients and categories in dietary supplements in 2025, including vitamin B12, beetroot, mushrooms and hydration.
According to SPINS and Nutrition Outlook data, mushrooms ranked in the top ten in the cognitive health category of mainstream multi-channels, where sales increased by 133.3% to $6.72 million in the 52 weeks ending October 6, 2024. Mushrooms are also one of the top 25 functional ingredients in the natural channel, with sales increasing by 19.1% to $24.4 million. At the same time, in this channel, mushrooms topped the list of functional ingredients in the cognitive health category, up 28.6% from last year.
Immune health is one of the most core functions of mushroom ingredients. A large number of studies since the mid-20th century have shown that polysaccharides found in most mushrooms, including lichen-type mushrooms, can regulate human immune function in both directions; in addition, there are active substances such as terpenes, enzymes, and unsaturated fatty acids, which are of great significance in stimulating the activity of human immune cells.
Cognitive health is the most widely used direction of mushroom ingredients. For example, hericin in Hericium erinaceus can promote the synthesis of nerve growth factor (NFG), which plays a role in maintaining brain neural homeostasis, can effectively optimize the brain nervous system, enhance cognitive function, and play a certain role in memory, understanding, communication, acuity and concentration.
Commonly used mushrooms include: Ganoderma lucidum, Yunzhi, Maitake, Shiitake, Cordyceps sinensis, Tremella, Hericium erinaceus, Chaga, Enoki mushroom, Agaricus blazei, etc. Mushrooms are also the main source of ergothioneine. In addition, the increasing popularity of mushrooms also means that mushroom product labels need to be clearer.
2. Vitamin B12
Vitamin B12, a traditional nutrient, is experiencing a market renaissance. According to SPINS and Nutrition Outlook data, vitamin B12 has helped vitamins rank among the top 25 mainstream multi-channel functional ingredients. Data shows that in the 52 weeks ending October 6, 2024, its sales increased from US$292 million to US$301 million, an increase of 2.9%. Vitamin B12 is also one of the top 25 functional ingredients in the natural channel, with sales increasing by 7.2% to US$20.7 million. The growth of this ingredient is particularly evident in the cognitive field, with sales increasing by 173% in multi-channels and 30% in natural channels.
Vitamin B12 is essential for brain health, especially in regulating neuroinflammation, maintaining memory and promoting neurotransmitter production. It is a key cofactor in the production of serotonin and dopamine, and low vitamin B12 levels may lead to brain cell damage. Vitamin B12 plays an important role in neuronal communication and maintenance, and is essential for cognitive functions such as perception, attention and memory. Its functions also include participating in DNA synthesis, fatty acid metabolism, red blood cell production and energy production, as well as maintaining gastrointestinal health.
Vitamin B12 supports brain and overall health in the following ways:
1) Promotes neurotransmitter production, maintains nerve regeneration and brain communication.
2) Plays a role in the methylation pathway, supports S-adenosylmethionine production, thereby protecting brain health and mental health.
3) Helps synthesize myelin and protect nerve tissue.
4) As a cofactor of methionine synthase, it reduces homocysteine levels and reduces toxic effects on brain tissue and cardiovascular health.
Vitamin B12 comes in many forms, the most common of which are cyanocobalamin and methylcobalamin. Starda B12 Energy Bottle is rich in a high concentration of 500 micrograms of vitamin B12, scientifically formulated with vitamins B1, B2 and B6, and multi-vitamin B family synergistically nourishes nerves in all aspects and enhances brain vitality.
3. Beetroot
According to SPINS and Nutrition Outlook data, beetroot ranks in the top ten in the cardiovascular health category in mainstream multichannel, where sales increased 161.3% to $46.8 million in the 52 weeks ending October 6, 2024. In addition, in the cardiovascular health category in the natural channel, beetroot sales increased 293.7% to $210 million.
The main mechanism by which beetroot extract supports heart health is through its nitrate content, which helps improve blood flow and lower blood pressure. Nitrates promote the production of nitric oxide, which widens arteries and increases blood flow. In addition, polyphenols and other antioxidants in beetroot can scavenge free radicals that damage vascular health and reduce inflammation.
The versatility of beetroot makes it well suited to meet the multiple health needs of consumers. Beetroot extracts can be combined with other ingredients such as functional mushrooms, caffeine, citrulline, etc. to enhance athletic performance; with adaptogenic ingredients, they can enhance energy; and with polyphenol-rich extracts, they can help regulate blood pressure and exert a synergistic effect.
Beetroot is popular in cardiovascular health products because it helps heart health and boosts energy. But its unique sweet and earthy taste may give consumers different feelings. Those who are familiar with it may consider it delicious, while those who are not familiar with it may feel uncomfortable. Therefore, product developers need to find ways to reconcile its taste while maintaining the health benefits of beetroot to satisfy a wider range of consumers.
CardioFitMD launched by 1MD Nutrition combines beetroot with prebiotics, probiotics, fiber and multivitamins to support healthy blood pressure and blood circulation.
4. Hydration
Hydration products have performed well in the market. According to SPINS data, sales of hydration products in mainstream multi-channels reached $639 million in the 52 weeks ending October 6, 2024, an increase of 32.8% year-on-year. In this category, the growth of potassium and taurine ingredients was particularly significant, increasing by 414.8% and 179.2%, respectively.
As the main cation in cells, potassium plays a key role in maintaining intracellular fluid balance and hydration. It works with extracellular sodium ions to maintain the fluid balance of cell membranes and ensure that cells effectively absorb and retain water. Not only that, minerals such as potassium are also involved in maintaining fluid balance inside and outside cells and generating membrane potential, which is of great significance for neurotransmission and muscle function.
As an important supplement ingredient, taurine interacts with sodium, potassium, and magnesium ions to help prevent excessive accumulation of sodium in cells, thereby maintaining electrolyte balance. This effect not only helps with hydration during exercise, but also reduces inflammation and oxidative stress caused by exercise and promotes physical recovery. Studies have shown that taurine accounts for about 50% of the total free amino acids in the heart and may help enhance cardiac contractility and improve heart function. In addition, taurine can support endothelial function by promoting the production of nitric oxide.
As hydration products become increasingly prominent outside of active nutrition, expanding the health benefits of hydration products to brain health, heart health, etc. is expected to further promote the growth of this category. There is still a lot of room for research and development of hydration products in many aspects, such as flavor innovation and adding new functional ingredients.