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Supplements in the Optimization Age Report 2026

(Available for presale)

Health optimization represents one of the most dynamic and aspirational movements in the nutrition industry, with consumers pursuing peak performance, extended longevity and enhanced metabolic function. The first-ever Supplements in the Optimization Age Report provides a comprehensive look at how these ambitions are reshaping supplement sales and driving consumer focus across emerging wellness categories.

This report draws on three pivotal surveys: one examining consumer awareness and action around metabolic health, another exploring how peptide users are adjusting their supplement routines, and a third spotlighting health optimizers—the early adopters driving accelerated growth in the supplements market and setting trends for mainstream wellness adoption.

The report includes market sizing and growth data for blood sugar management, heart health and weight management, as those are most related to the growing trend of metabolic health.

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The NBJ model pulls from myriad data sources, outlined in the methodology at the end of this report. Critical to our outputs is our partnership with SPINS, which powers our retail data and understanding and whose Amazon data supports our e-commerce projections.

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Our unique methodology tells you

what people are buying

where they're buying it

why they're buying it

Learn how this multi-input data model provides a comprehensive view of the industry and delivers the most accurate forecasts

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Testimonials

Gaia Herbs

Director, Brand Strategy

"As a brand and product development leader in the natural products industry, I have always relied on NBJ as valuable and primary sources for credible industry data and actionable insights on emerging trends."

Megafood

Director of Marketing

"NBJ Reports are used by our Exec Team, Brand/Mktg/Sales leaders to support data-based decision making and gives us industry and competitive insights."

Native Botanicals

Owner/President

"The data and information vividly reflects the trends, challenges, regulatory impacts we have experienced as we have grown into the ‘adult-hood’ of an industry we are today"

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