Top 5 Functional Ingredient Trends for 2025:
What Brands Need to Know 

With wellness evolving rapidly, staying ahead of supplement and ingredient trends is more important than ever. Whether you're a brand formulating your next product or a contract manufacturer navigating innovation, understanding where the market is headed is key.



We sat down with Devon Gholam, Ph.D., Vice President of Science and Innovation at Step Change Innovations, to talk with her about the top trends.

Here are Devon's top five functional ingredient trends shaping the health and wellness space in 2025, and how smart brands can respond.

1. GLP-1 Inspired Ingredients & Supportive Formulas 

GLP-1 is dominating headlines in the supplement space thanks to the popularity of drugs like Ozempic and Wegovy. GLP-1, short for glucagon-like-peptide-1, is a hormone that promotes insulin secretion and reduces appetite—but it’s most commonly associated with GLP-1 receptor agonists used for weight loss and type 2 diabetes. 

“It’s important to be clear on how ingredients play within the GLP-1 trend,” says Gholam. “That might mean supporting natural GLP-1 levels or helping people who are taking GLP-1 drugs.” 

Are there any GLP-1 ingredient alternatives? While no supplement ingredient mimics the exact mechanism of GLP-1 agonists, brands are formulating with fiber, protein, and metabolic-supportive botanicals to complement satiety and glucose control. 

[Watch Now] SupplySide Webinar: The Ethics of GLP-1 Marketing, Featuring Devon Gholam, Ph.D.

2. Protein—Beyond Fitness 

Protein continues to be a core player in active nutrition—but it’s now crossing into mainstream wellness. From functional protein-packed snacks and bars to functional beverages, consumers are prioritizing protein for more than muscle. 

Gholam connects this surge with the broader GLP-1 conversation: “People focused on weight management—whether or not they’re using GLP-1s—are paying attention to protein (and protein for satiety). It’s not just about how much you get, but how your body uses it.” 

She predicts a rise in ingredients that optimize protein absorption and utilization, including probiotics, digestive enzymes, and postbiotics.

She predicts a rise in ingredients that optimize protein absorption and utilization, including probiotics, digestive enzymes, and postbiotics.

Explore this probiotic protein launch supported by Step Change Innovations.

3. Women’s Health Gets Specific 

Women’s health is finally getting the attention it deserves—and brands are responding with precision. While prenatal and post-menopause products are well established, the new wave includes targeted solutions for perimenopause, PMS, and even mental wellness. 

“Ayurvedic herbs and adaptogens like ashwagandha and shatavari, as well as saffron, fenugreek, and shilajit, are showing great promise for women,” notes Gholam. “Many ingredients once associated with men’s health are being studied for female benefits too.” 

Expect more blends focused on hormone balance, mood support, energy, and inflammation—designed specifically for each phase of a woman’s life

Read Dr. Devon’s feature on women’s health in SupplySide Magazine. 

4. Longevity & Cellular Health 

The conversation around aging has shifted—from reactive to proactive. Today’s consumers aren’t just trying to age well—they’re trying to live better, longer. That means starting now with healthy aging formulas and longevity supplements that feature ingredients to support healthy aging from the inside out. 

According to Gholam, this trend spans antioxidants, NAD+ ingredients and boosters, mitochondrial support, and adaptogens. It also intersects with the rise in biohacking and personalized health and nutrition.



[Read More] The Rise of 'Geroprotective Supplements' for Healthspan and Longevity. 

5. Gut Microbiome & the Gut-Brain Axis 

Gut health is no longer just about digestion—it’s about whole-body wellness. The market has expanded beyond probiotics to include prebiotics for things like mental wellness, postbiotics for things like immunity, and microbiome-modulating botanicals and support ingredients. 

Gholam emphasizes the connection between gut and brain: “Gut-brain axis supplements are a fast-growing area. Brands are formulating with ingredients that impact cognition, mood, and stress—starting in the gut.”

Emerging research on psychobiotics and mood-supportive strains is helping to drive new formulations that support mental clarity, calm, and focus. 

See how we helped formulate this immune-support product using a clinically studied postbiotic.

What These Trends Means for Product Developers 

Science-backed ingredients are at the heart of Step Change Innovations. Our team helps brands bring wellness-forward products to market—faster and more strategically. 

We maintain a live Ingredient Library with the latest science, sourcing, and formulation insights to support your next product launch. 

Need guidance on what to include in your next formulation? Let’s talk. Dr. Gholam and the Step Change team are ready to help you stand out with trend-driven, evidence-based ingredients. 



Submit your ingredient for inclusion in our Ingredient Library.

Science-Backed Ingredient Trend FAQs 

What ingredients support GLP-1 activity or users of GLP-1 drugs? 
While no ingredient mimics GLP-1 drugs, fiber, protein, and metabolic-supportive botanicals may support satiety and glucose metabolism. 

What are trending ingredients for women’s health? 
Ashwagandha, shatavari, saffron, shilajit, and fenugreek are gaining traction for hormone balance, mood, and energy. 

What ingredients support longevity and aging well? 
NAD+ precursors, CoQ10, astaxanthin, and adaptogen