NOW® Survey Uncovers The Wellness And Health Priorities Shaping Consumers' Supplement Use In 2026

Supplements for Overall Health, Immunity, More Energy, Stress and Mood Support Among Top Priorities for Consumers; Shares Tips for Boosting Consumer Confidence in Shopping Safer Supplements

BLOOMINGDALE, Ill., Jan. 13, 2026 /PRNewswire/ -- Wellness is taking center stage in 2026, according to a new consumer survey commissioned by leading natural products manufacturer NOW ® (Suzy.com, September 2025). The survey revealed that supplement use is at an all-time high, with 76% of participants now taking supplements daily and 44% reporting increased use in 2025 compared to 2024, reflecting a continued shift toward proactive holistic wellness practices for longevity. When asked about their health priorities for 2026, consumers cited general health (55%), immune health (47%), energy support (44%), stress and mood support (41%), and weight management (35%) as their top priorities for supplement support.

"At a time when consumers are focusing on their health and wellness now more than ever before and relying on supplements to support their wellness goals and fill in nutrition gaps, NOW can be that reliable and affordable brand they reach for," said DJ Blatner, NOW Wellness Expert and Registered Dietitian Nutritionist (RDN). "NOW is fully transparent when it comes to prioritizing their industry leading quality protocols, which is imperative when it comes to earning consumer trust. They perform more than 31,000 tests every month from raw ingredients to finished products to ensure what's on the label is in the bottle, and nothing else. I like to say they're a total wellness solution anyone can feel good about."

So, with so many options available, where should people start? To simplify, Blatner recommends a supplement starter kit to help consumers meet their general health needs, then broadening to support their additional wellness priorities. As always, it's important to consult a doctor and/or healthcare professional when starting or changing a supplement routine:

As Blatner notes above, finding trusted supplements is so important, yet the survey also revealed nearly half (44%) of respondents worry about safety and quality, and more than one-third (35%) aren't sure which brands to trust.

"I may be a dietitian recommending supplements, but I'm also a consumer with so many choices in the supplement aisle and online, so there are six checks I do personally and also recommend my clients consider to help them be more educated and confident shoppers," Blatner added.

For more information about NOW, from products to its world-class labs, visit: nowfoods.com. NOW products are available on their website, Amazon, or at fine health food stores and natural retailers nationwide.

*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.

About NOW ®

Founded by Elwood Richard in 1968 on the belief that natural is better, NOW has grown from a small family operation into one of the most highly respected manufacturers in the natural products industry. Still a family-owned company today, NOW provides customers with a comprehensive approach to wellness by offering more than 1,500 dietary supplements, functional foods, sports nutrition, health and beauty products, and essential oils. NOW is committed to offering safe, affordable products of the highest quality and is a highly regarded advocate in the natural products industry. After nearly 60 years in the natural products industry, NOW remains committed to its original mission – to provide value in products and services that empower people to lead healthier lives.

Media Contact:

COURTNEY LAPORTA

NOW ®

[email protected]

630-545-9098 x 2220

SOURCE NOW®