PharmaLinea has highlighted the upcoming trends for 2025 in a recent webinar with Euromonitor.
The company's list covers specific health areas that may see an uptick in the new year, as well as popular delivery formats that could continue to grow in popularity throughout 2025.
PharmaLinea named five trends, including:
Condition management
According to PharmaLinea, the industry is becoming increasingly more focused on developing nutraceuticals to support those with chronic conditions.
This can include cardiovascular disease, cancer, diabetes and more — which affect a large proportion of the global population, while significantly contributing to unhealthy ageing and early mortality.
Therefore, the functional ingredients space could cater to this population by providing targeted, clinically backed solutions that can manage side effects.
GLP-1 and metabolic health/weight management
GLP-1 drugs have significantly grown in popularity during 2024, with a Kaiser Family Foundation survey revealing that around 12% of US adults are currently using GLP-1 medications.
Because of the uptick in GLP-1 medication use, weight management supplements have declined in popularity, while weight management support products such as functional proteins, vitamins and minerals are continuing to grow.
According to PharmaLinea, businesses can approach this category in three ways:
- Offering support to GLP-1 medication users: Botanicals and other natural ingredients can offer support to those on GLP-1 medications by reducing their associated side effects, including issues with digestion, nutrient deficiencies and muscle loss
- Developing natural GLP-1-boosting ingredients: A range of nutraceuticals have been clinically shown to enhance the small intestine's production of GLP-1, which can help consumers to feel more satiated, reducing food cravings
- GLP-1 mimicking nutraceuticals: Some ingredients have also been shown to produce a similar impact on the body to GLP-1, so brands could develop a natural solution that targets satiety and cravings through an alternative cellular mechanism.
Sexual health and wellbeing
There has been a notable growth in the sexual wellness market, with an ITC Consumer Supplement Survey revealing that around 85% of EU consumers would consider using sexual health supplements.
According to PharmaLinea and Euromonitor, companies should approach this by creating marketing campaigns that break the stigma surrounding sexual health — particularly for women.
The pair also believe that brands should focus on other key areas, such as menopause, pregnancy, stress reduction and vitality.
Cellular health
Formats that support cellular health, such as NAD and NMN supplements, have experienced a significant growth in popularity this year.
Although these solutions are often costly to a consumer, there is still demand; this is likely driven by both marketing and a shift in the demographics engaging with supplement brands.
Therefore, launching a product in this category could be a high reward strategy for a supplement business.
Exciting delivery formats
Although gummies remain extremely popular amongst consumers, PharmaLinea believes that gummy innovation has plateaued in recent months.
Therefore, the company is shining the spotlights on soft chews, as they can be formulated with a much higher concentration of active ingredients.
They are also manufactured at lower temperatures, meaning they are potentially more stable and potent than their gummy counterparts.
