Jumpstart your personal wellness with the latest health research and trends
Leverage 2023’s top wellness trends to enhance your health journey and reach your fitness goals.
By WP Creative Group
AUGUST 28, 2023
The covid-19 pandemic changed how we thought about many things, including prioritizing wellness and longevity. “From a health perspective, the pandemic was eye-opening for many,” said The Vitamin Shoppe nutritionist and trainer Brittany Michels, MS RDN LDN CPT. “The majority of our customers came to understand and appreciate the preventative benefits and positive health outcomes of committing to a healthy lifestyle.”
That focus on wellness has been central to the mission of The Vitamin Shoppe since its founding in 1977. The retailer now operates nearly 700 stores, and to best support customer wellness journeys, The Vitamin Shoppe commissions an annual Health & Wellness Trend Report. “Understanding these patterns is a central part of our mission to provide the highest quality products, latest innovations and industry-leading expertise to the customers and communities we serve,” said Muriel Gonzalez, president of The Vitamin Shoppe.
Here, we explore some of the Health & Wellness Trend Report’s key findings and offer expert advice on how to best incorporate these trends to maximize a wellness routine.
Staying hydrated is vital. The benefits of being well-hydrated are manifold, including temperature regulation, strengthened immunity, speedier metabolism, higher-quality digestion, regulated hormone production and increased sleep quality, per Michels. Still, studies show that up to 70 percent of Americans are under-hydrated, so it’s no surprise that The Vitamin Shoppe’s 2023 report found that hydration—including ready-to-drink bottles, powders, tablets and stick packs—is a hot-button topic.
There has been more than a 200 percent year-over-year increase in searches for “hydration” and “electrolyte” products on vitaminshoppe.com. This underscores that hydration products are gaining traction beyond the hardcore athlete demographic. Consumers across the board are recognizing the benefits.
Michels credits this category surge to brands making hydration more enjoyable. “One of our major customer complaints regarding hydration has historically been that they simply do not enjoy plain water,” said Michels. “Trend-focused brands are flipping the switch by making hydration fun and flavorful.”
Brands are doing this with bold flavors and by adding additional layers of function to the category. Need immune support? There’s a vitamin-infused electrolyte powder for that. Want to expedite muscle recovery? Look for hydration paired with branched-chain amino acids (BCAAs). Hoping for an organic solution? Coconut water formulations are naturally hydrating.
The younger generation is also helping drive the trend. Zero-caffeine PRIME Hydration, a beverage launched in 2022, has developed an enthusiastic following among Gen Z consumers, boosted by endorsements from social media stars. The lemonade flavor sold out on vitaminshoppe.com within hours of its May 2023 launch. Michels says it’s exciting to see a universal need—hydration—engaging the next generation’s interest in health and wellness-related products.
Creatine, once the exclusive domain of bodybuilders, has been one of the biggest supplement success stories of the post-pandemic era.
Creatine is a compound made of three amino acids—methionine, glycine and arginine—and is naturally stored in muscles. Creatine can support athletic performance, strength training and post-exercise recovery and it may help reduce the risk of injuries. “Simply put, creatine helps with energy and the more available energy we have, the easier it is for our muscles to perform, repair and build,” said Michels.
Creatine’s popularity has exploded this year, far beyond its previous weightlifter fanbase to general consumers—particularly women, spurred in part by social media. In fact, some of the most-viewed social media creatine content is from female wellness influencers, promoting the benefits of the compound for maintaining muscle and bone health, particularly during and after menopause.
The broadening interest—a 120 percent industry-wide sales surge—in this brain-, bone- and muscle-boosting amino acid makes sense to Michels. “Research confirms how detrimental muscle loss is to metabolism, blood sugar management, cognition, injury prevention, vitality and overall health,” she said. “Anyone looking to maintain, restore or build muscle mass may benefit from upping their creatine intake.”
Magnesium is known to play a role in hundreds of essential bodily processes, and it’s having a moment, thanks to influencers touting the mineral’s benefits like supporting nerve function, regulating blood pressure and blood sugar and promoting immunity, cardiovascular health protein synthesis and more.
While our ancestors got their mineral fix from their diets, many modern Western diets lack magnesium-rich foods. Other factors, like stress, inflammation and sweat, can further contribute to deficiencies. Targeted supplements can help make up the difference, and savvy consumers are catching on: Magnesium supplement sales increased by 25 percent at The Vitamin Shoppe in the first four months of 2023, and the trend shows no signs of slowing down.
If you are questioning whether you’re magnesium deficient, Michels says to look for telltale signs such as muscle restlessness or cramps, feeling anxious or having trouble managing stress, constipation or sleep issues.
Within the larger category of magnesium supplements, there are many different forms, each of which has unique benefits. For example, magnesium glycinate supports relaxation and quality sleep, magnesium threonate supports brain function and magnesium malate supports hardworking muscles. Michels recommends shooting for at least 300-600 mg per day between food and supplemental sources of magnesium.
Even the most plugged-in consumer can get overwhelmed with the sheer volume of products and deluge of research available. Shoppers at The Vitamin Shoppe never have to go it alone, though. Whether you’re curious about something you’ve read, have a specific wellness goal you need a boost reaching or are simply looking to shake up your supplement routine, The Vitamin Shoppe is there to help on your lifelong wellness journey.
“If you’re feeling overwhelmed with the huge array of supplements available these days, I recommend either signing up for a free nutrition coaching session with one of The Vitamin Shoppe nutrition experts or walking into a local store for one-on-one personalized guidance,” Michels said. Health Enthusiasts, the brand’s name for in-store customer service associates, receive ongoing training to maintain their industry-leading product knowledge. They’re experts in providing customers with the most trusted products and services to support any type of individualized health goal.
No matter what direction your health journey takes you, The Vitamin Shoppe, with the largest selection of vitamin, supplement and sports nutrition products at retail in the United States, is your partner for a post-pandemic fit lifestyle.
