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Newtown Square, PA, March 3, 2026. Research America Inc., parent company of the Natural Marketing Institute (NMI), announces the release of the 2026 Supplements, OTC & Rx Consumer Trends Report. Based on new 2025 research among 3,443 U.S. general population adults, this nationally representative study examines how consumers are navigating the intersection of dietary supplements, over-the-counter products and prescription medications.
Report: 2026 Supplements, OTC & Rx Consumer Trends Report
Released by: Research America Inc. and the Natural Marketing Institute (NMI), a
Research America company
Released: March 3, 2026
Sample: 3,443 U.S. adults, nationally representative, online methodology
Fieldwork: October 23 to November 17, 2025
Trended waves: 2006, 2009, 2011, 2013, 2015, 2017, 2018, 2020, and 2026
The 2026 Supplements, OTC & Rx Consumer Trends Report is a market research study of 3,443 U.S. adults conducted in Q4 2025. It analyzes supplement usage, GLP-1 impact, healthy aging and longevity priorities, women’s hormonal health opportunities, and evolving supplement purchasing behaviors.
The report delivers actionable insights on consumer trends shaping the supplement landscape, including personalized and customized healthcare, biohacking behaviors, herbal and botanical opportunities, alternative format preferences, and growing concern about cognitive decline and mental health.
It also examines drivers and barriers to supplement use, confidence and compliance behaviors across age groups, trust in healthcare professionals, physician involvement in supplement discussions, and shifting shopping patterns across retail, e-commerce, and Amazon.
The report supports supplement, OTC, and pharmaceutical brands, retailers, and healthcare organizations, including teams working in pharmaceutical, healthcare, health and beauty, and food and beverage categories. It is part of the syndicated data and proprietary research reports Research America offers, and it pairs well with custom work such as consumer segmentation and path to purchase research. For a broader view of wellness consumers, see the 2025 Health and Wellness Consumer Trends in America Report.
The Supplements-OTC-Rx Database research has been trended in the U.S. in 2006, 2009, 2011, 2013, 2015, 2017, 2018, 2020 and 2026. The most recent wave was fielded October 23 to November 17, 2025. Results are statistically valid at the 95% confidence level to +/- 1.2%.
The 2026 Supplements, OTC & Rx Consumer Trends Report is available with a site license, including a full PDF report, PowerPoint presentation with chart access, and internal usage rights across one company brand or location.
View full report details and ordering information on the NMI website: 2026 Supplements, OTC & Rx Consumer Trends Report.
It is a nationally representative market research study of 3,443 U.S. adults conducted in Q4 2025. It analyzes how consumers use dietary supplements, over-the-counter (OTC) products, and prescription (Rx) medications, including GLP-1 impact, healthy aging and longevity, women’s hormonal health, and supplement purchasing behaviors.
The report is released by Research America Inc. and its company, the Natural Marketing Institute (NMI). It is built on the Supplements-OTC-Rx Database, which has tracked U.S. consumers across multiple waves since 2006. Full report details and ordering information are available on the NMI website.
The study surveyed 3,443 U.S. general population adults using an online methodology. The most recent wave was fielded October 23 to November 17, 2025, with a nationally representative sample. Earlier waves were conducted in 2006, 2009, 2011, 2013, 2015, 2017, 2018, and 2020, allowing long-term trend analysis.
Key findings include continued expansion of GLP-1 medication use that is reshaping supplement needs, growing demand for women’s hormonal health support, more focus on longevity and healthspan, rising interest in protein and fiber for active nutrition, and economic pressure changing how and where consumers buy supplements.
The 2026 report finds that GLP-1 medication use continues to expand among U.S. consumers and is reshaping their needs for complementary supplements. The study examines how GLP-1 users approach nutrition, condition management, and supplementation, giving brands insight into new product and positioning opportunities.
The report is available with a site license that includes a full PDF report, a PowerPoint presentation with chart access, and internal usage rights across one company brand or location. Research America can also prepare a custom proposal for companies that need additional analysis or custom research.
For more information or to request a custom proposal, contact us at info@researchamericainc.com or call (610) 356-1800. Explore more research reports and company news.
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