Recent insights from Colin Watts, CEO of Thorne, reveal significant trends in the dietary supplement industry. Speaking at the Business Leaders Forum, he noted that 60% of Thorne’s consumers are now under 40 years old.
“In the past, our focus was primarily on the baby boomer generation,” Watts explained. “Now, Gen Z and millennials are driving our brand’s growth, and this shift is influencing the entire industry.”
“The distinction between sports nutrition and overall wellness has become increasingly vague, evolving into a broader conversation about performance,” he added.
Leading Growth in Dietary Supplements
According to SPINS, a market insights firm, sports and active nutrition products fall under the “performance nutrition” category, which saw a remarkable 22% dollar growth over the 52 weeks ending November 30, 2025. This is substantially higher than the overall dietary supplements category, which typically sees yearly growth between 6% to 7%.
Scott Dicker, senior director at SPINS, highlighted at last year’s UNPA Member Retreat in Asheville, NC, that the performance nutrition sector has expanded beyond gym enthusiasts, appealing to health-conscious consumers, casual athletes, hikers, and anyone looking for an edge in daily life.
“Today’s nutritional products are designed to enhance energy, recovery, mood, and endurance for active lifestyles,” Dicker shared with the audience.
Watts from Thorne echoed these sentiments, stating that the performance market encompasses more than just sports; it addresses the needs of everyday consumers.
“It’s about energy, recovery, cognition, strength, and resilience,” he said.
Spotlight on Creatine
Watts pointed out that creatine has become one of Thorne’s most popular ingredients, drawing in consumers not only for its muscle-building properties but increasingly for its benefits related to cognitive health and energy enhancement.
“Creatine is a prime example of what’s traditionally seen as sports nutrition transforming into a product for broader performance,” he remarked.
According to SPINS, creatine has surged by an astonishing 77% in dollar sales over the same 52-week period, with nearly half of buyers making repeat purchases, illustrating strong consumer satisfaction.
However, creatine isn’t the only ingredient showing impressive growth. Hydration and electrolyte products have achieved the highest annual growth rate in the performance nutrition sector, increasing by over 29% to reach approximately $2.2 billion.
After years of decline during the COVID-19 pandemic, pre-workout supplements are now rebounding, with sales climbing by 5%.
Supporting this trend, a Lumina Intelligence survey of 6,000 individuals across nine countries found that protein remains the leading sports supplement among U.S. consumers (n=2,000), with 17% opting for protein bars, 12% for protein powders, and 11% for protein snacks.
The second most popular category is hydration and electrolyte products (8%), followed by energy supplements (7%), pre-workouts (6%), and creatine (6%).
Evolving Consumer Expectations
Consumer motivations for using these products vary significantly across age groups. Younger individuals (35 and under) tend to prioritize muscle growth, repair, and strength, while those over 55 focus more on endurance and energy.
Jim Emme, CEO of NOW, described the sports nutrition landscape as a large Venn diagram that not only includes performance but also emphasizes longevity, which resonates particularly with younger audiences.
“Longevity continues to be a relevant topic, especially among Gen Z and millennials, not just older generations like mine,” he stated during the Business Leaders Forum. “There’s much to learn from these curious younger consumers, who, despite having access to vast information, also encounter misleading content. This opens avenues for us to provide clarity and correct misunderstandings.”
In conclusion, the dietary supplement landscape is evolving, significantly shaped by the interests of younger generations. With a growing emphasis on performance, wellness, and longevity, brands like Thorne are adapting their strategies to meet the diverse needs of today’s consumers. As this trend continues, both businesses and consumers can expect a dynamic shift towards more holistic health solutions.
