Key Takeaways
- Mushroom Market Consolidation: Real Mushrooms acquires Mushroom Science, uniting two major players to improve transparency and quality in the functional mushroom space.
- The Vitamin Shoppe Launches Awards: The retailer introduces "The Suppies" to recognize top products, with winners including Transparent Labs, BodyTech, and Nordic Naturals.
- Creatine Goes Mainstream: Once a niche sports supplement, creatine is now seeing explosive growth among women and older adults, with the market projected to hit $4.2 billion by 2030.
- Probiotic Market Booms: The global probiotic market is set to reach $37.5 billion by 2036, driven by a consumer shift towards proactive gut health and multi-benefit formulas.
- FDA Signals Regulatory Shifts: The FDA's Office of Dietary Supplement Programs is considering eliminating the self-GRAS pathway for new ingredients, which would increase regulatory hurdles for new products.
Top Stories
In a significant move to consolidate the functional mushroom market, Real Mushrooms, a leading provider of organic mushroom extracts, has acquired Mushroom Science, a pioneer in the field. The acquisition brings together two companies with a shared commitment to sourcing, quality, and transparency, aiming to combat misleading marketing and improve consumer trust in the mushroom supplement category. The union is expected to enhance educational initiatives and product quality standards across the industry, which may impact products like our Lion's Mane supplement. [1]
The Vitamin Shoppe has launched a new awards program, “The Suppies,” to recognize innovation and excellence in the supplement industry. In a collaboration with editors from Men’s Health and Women’s Health magazines, the awards aim to help consumers navigate the crowded marketplace. Winners of the inaugural awards include BodyTech for Best in Sports Nutrition, David Protein Bars for Best Protein Bar, and Nordic Naturals for Best for Healthspan. The Brand of the Year award was given to Transparent Labs. The move signifies a push towards greater recognition of quality and efficacy in the industry, guided by a major retailer. [2]
In a trend that highlights the mainstreaming of sports nutrition ingredients, creatine is rapidly gaining popularity among women and older adults, shedding its former reputation as a supplement exclusively for male bodybuilders. Dubbed the new “it-girl” supplement by Vogue, the market is projected to quadruple to $4.2 billion by 2030, according to Grand View Research. This shift reflects a broader consumer interest in supplements that support not just athletic performance, but also muscle mass, cognitive function, and healthy aging. Love Life Supplements offers a high-quality Creatine Monohydrate to support these goals. [3]
Business and Investment
Fagron, a global leader in pharmaceutical compounding, has completed its strategic acquisition of Pharmavit Europe, a distributor of nutraceutical raw materials. The deal strengthens Fagron's position in the high-growth nutraceutical ingredients market across Europe, the Middle East, and Africa. The company expects the acquisition to generate significant synergies through operational efficiencies and cross-selling opportunities, further solidifying its supply chain. [4]
AIDP has entered into a strategic partnership with Zinpro Corporation to distribute Zinpro Zinc LG, a patented and clinically-studied zinc lysine glutamate, in the North American dietary supplements market. With an estimated 73% of the U.S. population not meeting the daily requirement for zinc, this partnership introduces the first new zinc compound to the U.S. market in decades. The ingredient is designed for enhanced bioavailability, remaining in the body longer to more efficiently reach target tissues. This is a great reminder of the importance of essential minerals, like those found in our Magnesium Glycinate. [5]
Science and Research
A new network meta-analysis published in Nutrition Journal has found that ω-3 fatty acid supplementation is the most effective nutritional intervention for patients with acute pancreatitis. The analysis of 17 trials revealed that ω-3s significantly reduced the length of hospital and ICU stays and lowered the risk of sepsis. The study also found that synbiotics were effective in reducing the incidence of bacteremia, providing new insights into nutritional support for this serious condition. [6]
A review of major clinical trials, including the SELECT and CARET studies, has reinforced the message that certain vitamin supplements may not only be ineffective at preventing cancer but could increase the risk. The review, highlighted by the Genetic Literacy Project, noted that the SELECT trial found vitamin E supplements increased prostate cancer risk, while the CARET trial showed that beta-carotene and vitamin A supplements increased lung cancer incidence and mortality in high-risk individuals. [7]
New Product Launches and Formulation
Momentous has launched Fiber+, a triple-action fermentable fiber supplement designed to support gut health and metabolic balance. The formula contains psyllium husk, rice bran, and potato starch to promote the production of short-chain fatty acids like butyrate. [8]
CV Sciences has introduced Empowr, a plant-based protein powder that combines 20g of protein with 5g of creatine and LactoSpore probiotics. The dairy-free formula is designed to support muscle maintenance, mental energy, and digestive health for a broad range of consumers. [9]
Oxford Healthspan's Primeadine® GF, a gluten-free, whole-food spermidine supplement, has been named a 2026 NEXTY Award finalist in the "Supplements for the Body" category. The product, which sources its spermidine from a unique strain of chlorella from Okinawa, Japan, is recognized for its innovation in the longevity and cellular health space. Winners will be announced at the upcoming Natural Products Expo West. [10]
Regulations and Quality
The American Herbal Products Association (AHPA) has publicly corrected a Washington Post article that claimed supplements are not well-regulated. The AHPA refuted the claims, emphasizing the existing regulatory framework under the Dietary Supplement Health and Education Act (DSHEA) and highlighting the retraction of a flawed study that the article had used as a basis for its investigation. [11]
Dr. Cara Welch, Director of the FDA's Office of Dietary Supplement Programs (ODSP), outlined the office's priorities for 2026, which include GRAS reform and new guidance for New Dietary Ingredient Notifications (NDINs). A key proposal under consideration is the elimination of the self-GRAS pathway for new dietary ingredients, a move that would significantly increase the number of required NDIN submissions to the agency. [12]
Health Canada has discontinued its Foreign Site Reference Number (FSRN) program as of February 16, 2026. This change will impact how foreign manufacturing sites demonstrate GMP compliance for natural health products (NHPs) imported into Canada, requiring importers to submit GMP evidence directly through the site licensing pathway. [13]
Marketing and Consumer Trends
The global probiotic supplements market is projected to grow from $14.6 billion in 2026 to $37.5 billion by 2036, reflecting a compound annual growth rate of 9.7%. The growth is fueled by increasing consumer awareness of gut health, a rising adoption of preventive healthcare, and the expanding use of probiotics for benefits beyond digestion, including mental and skin health. This trend underscores the importance of high-quality probiotics like our Multispore Probiotic. [14]
In the UK, retailer Holland & Barrett is seeing its gut health category grow by 20% since 2023, outpacing the overall market's 11% growth. The demand is particularly strong for women's and children's probiotics, as well as functional drinks and fiber supplements, indicating a consumer shift from reactive to proactive gut health management. [15]
About the Author
Ben Law is the Founder of Love Life Supplements. Read more about his story and mission at https://www.lovelifesupplements.co.uk/pages/ben-law-primal.
References
- Real Mushrooms Acquires Mushroom Science, Uniting to Advance Integrity and Transparency in Functional Mushroom Supplements
- Vitamin Shoppe launches Suppies awards for product innovation
- How Gym Bro Favorite Creatine Became the New It-Girl Supplement
- Fagron completes strategic acquisition of Pharmavit Europe, strengthening its leadership in high-growth nutraceutical ingredients across EMEA
- AIDP Partners with Zinpro to Distribute Bioavailable Zinc Ingredient
- Effect and safety of nutritional supplements on clinical outcomes in patients with acute pancreatitis: a systematic review and network meta-analysis
- Supplements to prevent cancer? They not only don’t work, they can damage your health
- Momentous launches triple-action fermentable fiber supplement for gut health
- CV Sciences Launches EMPOWR: A Plant-Based Protein + Creatine Formula Designed for Total Wellness
- Longevity Supplement Primeadine® GF Named 2026 NEXTY Award Finalist by New Hope Network
- “Can Supplements Reduce Cancer Risk?” AHPA Corrects the Record
- Cara Welch Highlights 2026 ODSP Priorities in Conversation with NPA
- Health Canada Ends FSRN: What NHP Importers Must Know
- Probiotic Supplements Market to Reach USD 37.5 Billion by 2036
- Probiotics and fiber fuel gut health category growth at Holland & Barrett