The Vitamin Shoppe exposed our wellness routines and fitness dreams for 2025

What our top wellness and supplement searches of 2025 reveal, courtesy of the researchers at The Vitamin Shoppe, is less about trends for trend’s sake and more about how personal wellness has become undeniably mainstream.

In 2025, routines weren’t generic, but dialed in. People weren’t just “getting healthy”; they were optimizing energy before workouts, recovering better after them, sleeping deeper, managing stress, and supporting gut health along the way. The result? A year where performance and balance weren’t opposites, but co-stars.

Protein ruled the year. When you combine searches for protein powder, protein bars, and protein in general, it completely dominated the leaderboard. But it wasn’t alone. Creatine and pre-workout surged as gym staples, energy drinks stayed locked in as a daily ritual, and magnesium, probiotics, collagen, and ashwagandha reflected a growing interest in calmer nervous systems, better digestion, and beauty-from-within support.

Also at the very top: creatine. Whether people were searching “creatine” or “creatine monohydrate,” the interest was unmistakable. Once pigeonholed as a hardcore lifting supplement, creatine has officially crossed into the mainstream thanks to research-backed benefits for strength, performance, and even cognitive support. Standouts like BodyTech Elite German Creatine and BodyTech Creatine Soft Chews make it easier than ever to work it into a routine.

THE VITAMIN SHOPPE $34.99/11-OZ

Right behind it were brand loyalists. Names like Alani Nu (a favorite of mine), Ghost, Transparent Labs, Clean Simple Eats, Gorilla Mind, Ryse, and Barebells showed up consistently. This wasn’t casual browsing, but rather fans coming back for products they already love and trust. Ghost Energy remained a go-to for people who want function without sacrificing flavor, while Transparent Labs continued to appeal to those who read labels like ingredient lists are a sport.

Magnesium also had a major year, particularly magnesium glycinate, as people looked for better sleep, stress support, and muscle recovery. Products like Vthrive Magnesium Relax Powder and The Vitamin Shoppe Magnesium Glycinate reflected a shift toward evening rituals that actually help you wind down — no doomscrolling required.

THE VITAMIN SHOPPE $36.99/270 TABLETS

Magnesium also had a major year, particularly magnesium glycinate, as people looked for better sleep, stress support, and muscle recovery. Products like Vthrive Magnesium Relax Powder and The Vitamin Shoppe Magnesium Glycinate reflected a shift toward evening rituals that actually help you wind down — no doomscrolling required.

On the fueling side, protein powder searches stayed strong, with options spanning plant-based to grass-fed whey. Shoppers gravitated toward clean, purpose-driven formulas like plnt Organic Protein Powder and Transparent Labs Grass-Fed Whey Protein Isolate Powder, reinforcing that “what’s in it” matters just as much as how it tastes.

Energy drinks held their ground as a daily essential, with favorites like BUM Energy and Celsius continuing to rack up searches. Meanwhile, probiotics and collagen reflected a quieter but equally important trend: long-term wellness. Products like ProBioCare Probiotic – 35 Billion CFUs and Vital Proteins Collagen Peptides Powder showed that gut health and skin support aren’t niche interests anymore, but part of folks’ core routines.

THE VITAMIN SHOPPE $24.99/12 CANS

Energy drinks held their ground as a daily essential, with favorites like BUM Energy and Celsius continuing to rack up searches. Meanwhile, probiotics and collagen reflected a quieter but equally important trend: long-term wellness. Products like ProBioCare Probiotic – 35 Billion CFUs and Vital Proteins Collagen Peptides Powder showed that gut health and skin support aren’t niche interests anymore, but part of folks’ core routines.

And then there’s ashwagandha, still going strong as people look for adaptogenic ways to manage stress without completely checking out. Beauty-from-within, recovery, focus, performance — 2025’s searches show that wellness isn’t about chasing one goal, but about building our systems up so they actually work well for us for life.

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