Ingredients and Categories to Watch in Dietary Supplements for 2025: Vitamin B12, Beetroot, and Hydration

On February 26, Nutrition Outlook partnered with SPINS to delve into the hottest ingredients and categories in dietary supplements for 2025, including vitamin B12, beetroot, mushrooms, and hydration.

Vitamin B12

Vitamin B12, a traditional nutrient, is experiencing a market resurgence. According to SPINS and Nutrition Outlook data, vitamin B12 has propelled itself into the top 25 mainstream multichannel functional ingredients. Over the 52 weeks ending October 6, 2024, its sales grew by 2.9%, from 

292 million to 301 million. Vitamin B12 also ranked among the top 25 functional ingredients in natural channels, with sales increasing by 7.2% to $20.7 million. Notably, its growth in cognitive health categories was remarkable, with multichannel sales surging by 173% and natural channel sales rising by 30%.

Source: Nutrition Outlook

Vitamin B12 is critical for brain health, particularly in regulating neuroinflammation, maintaining memory, and supporting neurotransmitter production. As a key cofactor in serotonin and dopamine synthesis, low vitamin B12 levels may lead to brain cell damage. It plays a vital role in neuronal communication and maintenance, essential for cognitive functions such as perception, attention, and memory. Its functions also include involvement in DNA synthesis, fatty acid metabolism, erythrocyte production, and energy generation, as well as maintaining gastrointestinal health.

Vitamin B12 supports brain and overall health through the following mechanisms:

1) Promoting neurotransmitter production to sustain neuroregeneration and brain communication.

2)Participating in methylation pathways to support S-adenosylmethionine (SAMe) generation, thereby protecting brain health and mental well-being.

3)Facilitating myelin synthesis to protect nerve tissue.

4)Acting as a cofactor for methionine synthase, reducing homocysteine levels and mitigating toxic effects on brain tissue and cardiovascular health.

Vitamin B12 is available in multiple forms, most commonly cyanocobalamin and methylcobalamin. Stada’s B12 Energy Bottle contains a high concentration of 500 mcg vitamin B12, scientifically combined with vitamins B1, B2, and B6 for synergistic B-complex support, comprehensively nourishing nerves and enhancing brain vitality.

Beetroot

According to SPINS and Nutrition Outlook data, beetroot ranks among the top 10 cardiovascular health ingredients in mainstream multichannel categories. In the 52 weeks ending October 6, 2024, beetroot sales in this category surged by 161.3%, reaching 46.8million.  

Additionally, in natural channel cardiovascular health categories, beetroot sales soared by 293.72.1 million.

Source: Nutrition Outlook

The primary mechanism by which beetroot extract supports heart health is through its nitrate content, which improves blood flow and lowers blood pressure. Nitrates stimulate nitric oxide production, dilating arteries and enhancing blood circulation. Furthermore, polyphenols and other antioxidants in beetroot neutralize free radicals that damage vascular health and reduce inflammation.

Beetroot’s versatility allows it to align with diverse consumer health needs. Its extract can be combined with functional mushrooms, caffeine, or citrulline to enhance athletic performance; paired with adaptogens for energy support; or blended with polyphenol-rich extracts to regulate blood pressure synergistically.

Beetroot is highly favored in cardiovascular health products for its heart benefits and energy-boosting properties. However, its distinctive sweet and earthy flavor may polarize consumers—those familiar with it find it appealing, while others may find it off-putting. Thus, product developers must balance beetroot’s health benefits with flavor optimization to cater to broader consumer preferences.

For example, 1MD Nutrition’s CardioFitMD combines beetroot with prebiotics, probiotics, fiber, and multivitamins to support healthy blood pressure and circulation.

Mushrooms

Per SPINS and Nutrition Outlook data, mushrooms rank among the top 10 cognitive health ingredients in mainstream multichannel categories. Over the 52 weeks ending October 6, 2024, mushroom sales in this category grew by 133.3% to 6.72million. Mushrooms also ranked among the top 25 functional ingredient sin natural channels, with sales increasing by 19.1 to 24.4 million. In natural channels, mushrooms topped the cognitive health functional ingredients list, growing by 28.6% year-over-year.

Source: Nutrition Outlook

Immune health is one of the core benefits of mushroom-derived ingredients. Extensive research since the mid-20th century highlights polysaccharides found in most mushrooms, including lichen-type varieties, which modulate immune function bidirectionally. Other bioactive compounds, such as terpenes, enzymes, and unsaturated fatty acids, also play significant roles in activating immune cells.

Cognitive health is currently the most prominent application for mushroom ingredients. For instance, hericenones in lion’s mane promote nerve growth factor (NGF) synthesis, which maintains neural homeostasis, optimizes the nervous system, and enhances cognitive functions like memory, comprehension, communication, alertness, and focus.

Commonly used mushrooms include reishi, turkey tail, maitake, shiitake, cordyceps, tremella, lion’s mane, chaga, enoki, and agaricus blazei. Mushrooms are also a primary source of ergothioneine. Their growing popularity underscores the need for clearer labeling on mushroom-based products

Hydration

Hydration products are performing well in the market. According to SPINS data, sales of hydration products in mainstream multi-channels reached $639 million in the 52 weeks ending October 6, 2024, a year-on-year increase of 32.8%. In this category, the growth of potassium and taurine ingredients was particularly significant, increasing by 414.8% and 179.2% respectively.

Source: Nutrition Outlook

As the main cation in cells, potassium plays a key role in maintaining intracellular fluid balance and hydration. It works together with extracellular sodium ions to maintain the fluid balance of the cell membrane and ensure that the cell effectively absorbs and retains water. In addition, potassium and other minerals are also involved in maintaining the balance of fluid inside and outside the cell and generating membrane potential, which is of great significance for neurotransmission and muscle function.

As an important supplement ingredient, taurine interacts with sodium, potassium, and magnesium ions to help prevent excessive accumulation of sodium in cells, thereby maintaining electrolyte balance. This effect not only helps with hydration status during exercise, but also reduces inflammation and oxidative stress caused by exercise and promotes physical recovery. Studies have shown that taurine accounts for about 50% of the total free amino acids in the heart and may help enhance cardiac contractility and improve heart function. In addition, taurine can support endothelial function by promoting the production of nitric oxide.

As hydration products become more prominent outside of active nutrition, expanding the health benefits of hydration products to include brain health, heart health, etc. is expected to further drive the growth of this category. There is still a lot of room for research and development of hydration products in many aspects, such as flavor innovation and adding new functional ingredients.

References

[1] Nutrition Outlook. 2025 Ingredients to Watch: The Top 5 Nutrients, Botanicals, and Categories Driving Nutraceutical Product Development.