As the dietary supplement market moves toward 2026, the industry finds itself at an inflexion point.
Once dominated by mass-market multivitamins and broad claims of “overall wellness,” the category is evolving into something far more sophisticated: a highly personalised ecosystem in which testing, data and education increasingly shape consumer expectations.
The winners in the next phase of nutraceuticals won’t be defined merely by the capsules they sell, but by the clarity, credibility and confidence they offer consumers who are navigating their own health journeys.
Mary Beech, Chief Growth Officer at Thorne and former CMO at Kate Spade, Disney and Scholastic, captures this shift succinctly.
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