1. Holistic & Multifunctional Wellness

Consumers are officially done with one-trick ponies. Today’s supplement shoppers want products that pull double (or triple) duty, supporting mental, physical, immune, digestive, and beauty health all at once. Think less “one capsule, one benefit” and more wellness multitaskers. Products that blend benefits like gut + immunity or cognition + stress are winning shelf space and consumer loyalty because they reflect how people actually think about health, as a connected system, not isolated parts.

This shift toward multifunctional wellness is fueled by busy lives and overflowing supplement cabinets. Consumers want results, but they also want simplicity. A single formula that supports digestion and immune resilience, or focus and stress balance, feels like a smarter, more efficient choice than juggling multiple bottles. It also delivers better perceived value, which matters as consumers become more intentional with their wellness spending. Fewer products. Bigger impact. Everyone wins.

For brands, this opens the door to multi-benefit formulas that simplify daily routines without compromising performance. The most compelling launches heading into 2026 won’t just ask, “What does this product do?” but rather, “What combination of benefits does it unlock?” Gut + mood. Beauty +immunity. Focus + calm. These hybrid benefit stories are easier to communicate, easier to remember, and far more aligned with modern wellness mindsets. (Makers Nutrition)

Of course, convenience alone doesn’t cut it anymore. Science still runs the show. Today’s consumers expect multifunctional products to be backed by credible clinical research, not wishful thinking. Ingredients with demonstrated efficacy across multiple health outcomes stand out in a crowded market, helping brands move beyond vague promises and into trusted solutions. In 2026 and beyond, the sweet spot is clear: smart formulations, real science, and benefits that work together… just like the body does.

Stratum ingredients that fit right in:

• Bimuno® GOS Prebiotic supports gut microbiome health, which plays a foundational role in immune and metabolic wellness.
• OraCMU™ Oral Probiotic targets the oral microbiome, helping support broader systemic health through microbial balance.

2. Gut and Microbiome Health Expansion

Gut health is no longer just about digestion. It is about immunity, mood, metabolism, and pretty much everything in between. The microbiome has officially become the wellness MVP. The Kerry Health and Nutrition Institute highlights that next-generation solutions, like targeted prebiotics, postbiotics, and synbiotics, are moving into the mainstream.

Consumers want smarter microbiome support that goes beyond generic fiber and one-size-fits-all probiotics. The biggest growth areas are focused and intentional. Think targeted prebiotics, researched postbiotics, and ecosystem-style formulations that support the microbiome as a whole rather than a single strain.

Stratum ingredients that fit right in:

• Bimuno® GOS Prebiotic is a clinically studied, targeted prebiotic fiber shown to selectively support beneficial gut bacteria.
• Humiome® Post LB is a researched postbiotic that offers stability and microbiome signaling benefits without the storage challenges of live bacteria.

3. Brain Health, Focus and Brainergy

Brain health continues to be a powerhouse category, but the conversation is evolving. Consumers are no longer just chasing memory support. They want mental energy, focus, stress resilience, and mood support all wrapped into one neat little concept now known as brainergy.

According to SupplySide Supplement Journal, cognitive support products that blend focus, calm, and energy are gaining momentum as consumers look for mental performance without the crash.

Product innovation is moving toward nootropic blends with botanicals, amino acids, and adaptogens. Cognitive and energy hybrids are especially appealing for busy professionals, students, and anyone running on a full calendar and too little sleep.

Stratum ingredients that fit right in:

• sageXtra™ is a standardized sage extract shown to support memory and attention quickly, making it ideal for fast-acting brain health formulations.

4. Longevity, Healthy Aging and Beauty from Within

The healthspan movement is officially in full swing. Consumers care less about living longer and more about living better. They want joints that move, skin that glows, and energy that keeps up.

The Kerry Health and Nutrition Institute notes growing interest in products that support graceful aging through collagen, antioxidants, and cellular health. Beauty from within has evolved into beauty plus wellness, and consumers love the overlap. Successful products in this space blend structural support with visible benefits. Think joints plus mobility. Skin plus resilience. Beauty plus longevity.

Stratum ingredients that fit right in:

• OVOLUX™ eggshell membrane supports hair, skin, and nails with fast-acting collagen and supportive co-factors.
• NEM® eggshell membrane is a fast-acting sports multi-collagen support for joints, connective tissue, and mobility.

5. Inflammation Modulation and Botanical Bioactives

Inflammation support is no longer reserved for recovery days or acute discomfort. Consumers are looking for everyday solutions that help maintain balance and resilience.

Nutrition Insight reports rising interest in botanical ingredients with proven anti-inflammatory and antioxidant properties. The focus is on daily wellness support using natural, clinically backed compounds.

Consumers want botanicals that work and brands that can prove it. Clean labels and science-forward messaging are key.

Stratum ingredients that fit right in:

• Curcumin 95 and CurQ+® deliver high-purity curcumin with enhanced bioavailability to support inflammatory balance and antioxidant capacity.

6. Protein and Structural Nutrition

Protein is not going anywhere, but its role is expanding. Structural nutrition, including collagen and connective tissue support, is becoming central to active aging, beauty, and metabolic health.

Vitaquest International notes growing demand for protein sources that do more than support muscle. Consumers want structural benefits that support joints, skin, and overall resilience.

Stratum ingredients that fit right in:

• OVOLUX™ eggshell membrane provides a natural source of collagen types I, V, and X, alongwith supportive amino acids for structural health.

Strategic Takeaways for Brands

Positioning matters more than ever in a crowded and increasingly savvy wellness market. Products built around multi-benefit narratives, like gut plus immunity plus mood, feel intuitive to consumers because they mirror how the body actually functions. When brands pair those stories with real science and transparent proof points, trust follows. And in today’s supplement landscape, trust is a powerful differentiator.

Clean, natural, and sustainably sourced ingredients add another important layer of value. Solutions like upcycled eggshell membranes resonate not only for what they do, but for how they are made. Consumers want to feel good about their choices, and sustainability-forward sourcing helps turn functional benefits into brand loyalty.

Looking ahead to 2026 and beyond, formulation opportunities are clear and exciting. Brands that combine microbiome support with brain and mood health can tap into growing interest in whole-body wellness. Longevity-focused stacks that support beauty from within speak to consumers who want to age well, not just age. And blends that pair anti-inflammatory botanicals with joint and mobility support meet everyday wellness needs with science-backed solutions.

Smart science. Thoughtful combinations. Ingredients that work together. That is where wellness is headed and Stratum is already there.