02/07/2026
The supplement market continues to move quickly, with consumers looking for products that are both functional and easy to build into daily routines. This summer, three areas standing out are electrolytes, creatine and collagen: each reflecting a wider shift toward proactive hydration, everyday performance and beauty-from-within wellness.
Electrolytes have moved beyond sports performance and into the wider wellness market.
Consumers are no longer only thinking about hydration after exercise. Increasingly, hydration is being treated as a daily health habit, with products positioned around energy, focus, travel, active lifestyles and general wellbeing.
This shift is creating demand for more accessible formats such as powders and sachets, which creates huge opportunities for supplement brands to expand into.
Indeed, hydration and electrolytes saw 29% year on year growth, with the category expanding into combinations with immunity, energy and protein.
For brands, the opportunity lies in making hydration easy to understand and convenient to use. Electrolytes are no longer just a performance product, but instead becoming part of the everyday wellness toolkit. Brands can easily expand into this area by using our standard electrolyte products or getting in touch to talk about custom product development.
Creatine is another example of a sports nutrition ingredient moving into the mainstream as of recent, particularly in stick pack formats.
Traditionally associated with gym users and muscle performance, creatine is now gaining attention from a much broader audience. Consumers are increasingly interested in its role in strength, recovery, energy and active ageing.
The conversation is also widening beyond traditional sports nutrition audiences. A recent review on women’s health noted growing interest in its potential relevance across areas such as cognitive health and ageing, for instance.
This matters for brands because it changes how creatine can be positioned. Rather than being limited to hardcore sports nutrition, creatine can now sit within broader product ranges focused on everyday performance, vitality and long-term wellness.
Format innovation is also helping make creatine feel more accessible, with powders, gummies, capsules and sachets opening the ingredient up to new audiences.
Our third trend to watch out for is collagen, which continues to hold a strong position in the supplement market, particularly within the ‘beauty from within’ space.
However, its appeal is no longer limited to skin-focused products. Collagen is now being linked to wider wellness areas including hair, nails, joints, recovery and healthy ageing.
The global collagen supplement market is predicted to reach $8.7 billion by 2034, and this growth reflects how collagen has become more than a beauty ingredient. It now gives brands room to develop targeted products for different consumer groups, from beauty consumers looking for skin support to active consumers focused on joint and recovery products.
The format opportunity is also significant, as collagen works well across powders, capsules, gummies, drinks and sachets, making it adaptable for different routes to market.
Indeed, collagen serves as a versatile foundation to add in particular ingredients tailored to particular markets. Adding more traditional beauty ingredients to other key trending ingredients like creatine is becoming a must.
For brands, the key is to avoid generic collagen positioning and instead focus on specific function. The strongest products are likely to be those with a strong functional benefit that is relevant to consumer needs.
Electrolytes, creatine and collagen are all growing for different reasons, but they reflect the same wider market shift: consumers want supplements that fit naturally into daily life and have clear functional benefits.
This means that brands have the chance to develop products that are more targeted, more convenient and more closely aligned with consumer routines.
For manufacturers, it also highlights the importance of format flexibility, formulation expertise and speed to market. Brands need partners who can help translate demand into products that are commercially relevant and ready for retail.
At Parkacre, we support brands in turning market insight into finished supplement products.
From our standard formulations to custom product development, our team works across a wide range of formats and ingredient categories, helping brands respond to demand with products designed for today’s market.
Whether you’re exploring hydration, performance or wider wellness opportunities, Parkacre can help identify the right route to market and bring your next idea to launch.
Get in touch with us today to start your next product journey.
