A Strong Winter Season with Shifting Priorities
Winter remains the most important time of year for supplements. Consumers are preparing earlier often beginning their winter health routines from late October rather than waiting until the festive rush is in full swing. (more info from nutraingredients)
Market research from SPINS, as reported by NutraIngredients-USA, shows a clear seasonal pattern in immune supplement sales in the U.S.: sales declined from $208.7 million during Oct–Dec (colder months) to around $92.1 million in July–September (summer), illustrating a substantial uplift in winter demand compared with summer.
Immunity energy mood and appearance-led wellbeing are at the heart of seasonal demand. Reduced daylight cold temperatures and festive stress influence both physical and emotional health while indoor heating and lifestyle changes affect skin and hair. Shoppers are increasingly drawn to products that support more than one need at a time come in easy-to-use formats and are backed by clear trustworthy information.
Online marketplaces and social platforms play a major role in discovery during winter helping consumers research products compare benefits and make quick purchasing decisions.
Immunity Leading the Way
Immunity remains the cornerstone of winter supplement routines. Ingredients such as ImprovD3, vitamin D, vitamin C, zinc and elderberry continue to be winter essentials with strong repeat purchasing throughout the season.
What’s changing is mindset. Consumers are moving away from reactive solutions and towards daily immune support designed to help maintain health all winter long. Products that combine immunity with added benefits, such as energy or overall wellbeing, are particularly appealing offering a simple all-in-one approach during busy weeks.
Energy & Fatigue Support for Darker Days
Shorter days and fuller diaries mean winter fatigue is a common concern. As a result demand continues to rise for supplements that support steady everyday energy.
B-vitamins iron magnesium and adaptogens are popular choices especially when positioned around sustained energy rather than quick stimulation. Messaging around “winter tiredness” resonates strongly with working adults and families juggling seasonal commitments. Caffeine-free options are also gaining attention as consumers look for energy support that won’t interfere with sleep
Emotional Wellbeing & Stress Support
Supporting emotional health is becoming an increasingly important part of winter routines. Reduced daylight, festive pressures, and end-of-year demands at work are driving interest in supplements that support mood, stress management, and mental clarity.
Alongside established actives such as saffron extracts (including Safr’inside™), adaptogenic mushrooms are gaining momentum as part of winter emotional wellbeing solutions. Mushrooms such as reishi, lion’s mane, cordyceps, and chaga are increasingly recognised for their ability to support stress resilience, focus, and balanced energy without overstimulation.
These ingredients appeal strongly to consumers seeking natural, plant-based solutions that fit into daily routines. When combined with vitamins, minerals, or mood-support actives, mushrooms align well with holistic winter wellness needs—supporting calm, mental clarity, and overall resilience during a demanding season.
Clear explanations of how these adaptogens work, paired with science-backed positioning, help build confidence and encourage regular use throughout winter.
Beauty From Within: Down with Dull
Winter doesn’t just affect how people feel, it also affects how they look. Cold weather indoor heating and reduced sunlight often lead to dull skin dry hair and a general lack of radiance. As a result beauty-from-within supplements are becoming a key part of winter wellness.
Insights from upcoming clinical research on Hair’Inside point to quantifiable benefits, including improvement in hair shine, growth and reduced hair shedding after consistent supplementation (Watch this space for the study release !). These results are a force to reckoned with as a communication tool to strengthen consumer interest in hair-focused nutricosmetics during winter, when hair is more prone to dryness, breakage, and seasonal shedding.
Ingredients such as Skinax²™, Belightᵌ™, Hair’inside™, collagen, biotin, zinc vitamin C, omega-3s and hyaluronic acid are popular particularly in formulas designed to support glow, even skin tone, hydration, elasticity and hair strength.
This category performs well both as a self-care purchase and as a thoughtful holiday gift offering consumers a way to look after themselves through the colder months and beyond.
Supplements That Support Festive Lifestyles
The festive season brings richer foods, later nights, more travel and busier schedules, all of which influence supplement choices.
Digestive support products including probiotics and digestive enzymes see a noticeable uplift as consumers look for balance after indulgent meals. Sleep supplements also logically grow in popularity helping people unwind and recover during hectic weeks. Hydration supplements remain a go-to for travellers and social occasions valued for their simplicity and fast-acting support.
Format Matters More Than Ever
How a supplement is taken is becoming just as important as what’s inside it, especially during winter when routines are less predictable and convenience really counts.
Gummies continue to lead the way particularly across immunity, beauty-from-within, sleep and emotional support. They feel approachable enjoyable and easy to take making them ideal for people who dislike traditional tablets or capsules. During the holidays gummies also work perfectly as stocking fillers and small wellness gifts supported by bright colours familiar flavours and festive packaging that encourages impulse buying.
Stick packs and sachets are also gaining momentum as on-the-go winter lifestyles become the norm. With more travel, social plans and time spent away from home consumers are choosing single-serve formats that fit easily into bags pockets or desk drawers. These formats perform especially well for hydration, collagen, magnesium, energy and immunity products offering convenience without sacrificing quality.
Sticks also suit flexible usage moments, mixed into water at work taken while travelling or used as part of a post-celebration reset. They’re popular as trial options and starter packs too making it easier for consumers to try something new without committing to a large format.
Trust Transparency
Winter shoppers are thoughtful and selective. Clean-label formulations non-GMO positioning and sustainability considerations increasingly influence purchasing decisions.
Consumers also want reassurance. Products supported by clear ingredient explanations, real world testing and transparent sourcing build confidence and loyalty. Brands that can explain the science in a simple friendly way stand out during the busy holiday period.
Earlier Planning Longer Engagement
Winter health shopping is starting earlier than ever with many consumers building their supplement routines well before the festive rush begins. Categories such as gummies, sleep support and beauty-from-within products perform particularly well as early seasonal purchases and holiday gifts.
The winter period also presents an opportunity to turn seasonal shoppers into long-term users especially when products fit easily into everyday routines and deliver noticeable benefits.
A Healthy Happy Holiday Season
As winter unfolds one thing is clear: people want to feel good, stay well and look their best throughout the festive season. Supplements that are easy to use clearly explained and designed around real winter lifestyles are resonating more than ever.
Luckily for you Activ’Inside has a full catalogue of branded active ingredients and private label products that fulfill all these maket needs and more !
Here’s to a strong winter season, and wishing everyone a healthy happy holiday period ahead.
