We’ve taken a deep dive into the Nutrition & Supplements market to see which brands are powering up online in 2025.

Salience is big on gains, digital gains that is. This free Nutrition & Supplements Market Report pulls together the digital performance metrics that matter most, so you can benchmark against competitors, spot demand shifts, and prioritise the SEO and brand moves that actually drive growth.

• Analysis of 100 top nutrition and supplements brands
• Visibility winners and losers across the last 12 months
• Brand awareness signals from search demand
• Review performance to help you understand trust at a glance

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Latest insights

Myprotein.com is closing the gap with hollandandbarrett.com, ranking #2 on visibility with 590,740 and +14.3% YoY.

Brand interest in Myprotein is rising, hitting 246,000 monthly searches.

“Low calorie protein bars” is cooling off, down 36.4% to 1,000 average monthly searches.

The market grew overall, with organic traffic across the industry up 9% on average.

What this suggests: This is a category where “winning” is rarely one lever. The strongest brands combine broad organic visibility, rising navigational demand (brand searches), and trust signals that reduce friction when the shopper is comparing stacks, flavours, and outcomes.

What is our Nutrition & Supplements Market Report about?

Our free Nutrition & Supplements Market Report offers an array of digital performance metrics and stats to provide practical insight into the market. It’s built to help you capitalise on the marketing opportunities available in 2025, whether you’re protecting your share of search, expanding into new product themes, or trying to turn brand demand into consistent category growth.

Sound good? Just fill in the form here, and we’ll send the report straight to your inbox. If you want to check the basics first, keep reading.

The biggest wins and losses in the nutrition and supplements industry

Holland & Barrett has clinched the top spot for visibility scores once again this year, beating Myprotein to first place. However, Myprotein remains one to watch after posting the biggest growth in the market.

Other brands showing significant growth include Vitabiotics, Healthspan, Protein Works and Trip.

On the downside, Garden of Life saw a 77% decrease in traffic compared to last year, falling to 98th out of 100. Brands such as Grenade, Discount Supplements, Flawless and Supplement Centre have also seen losses.

Key insight: If the market is up 9% but you are flat, you are losing share. The quickest recovery usually comes from fixing the pages that already rank, then expanding into adjacent intent themes before competitors do.

Which brands have the most traffic?

These five brands are making waves with strong traffic performance:

1. Holland & Barrett
2. Myprotein
3. Vitabiotics
4. Huel
5. Healthspan

Brand awareness superstars in the nutrition and supplements market

Brand awareness is a huge part of success in this space. It helps you understand how well known your brand is, and how often people actively seek you out rather than shopping generically. Our data highlights which brands are gaining momentum in brand searches, and which are fading, helping you spot who to watch as visibility shifts through 2025.

Top 5 brands for brand awareness (brand search demand)

1. Myprotein
2. Holland & Barrett
3. iHerb
4. BodyBuilding
5. Huel

Who are the most highly reviewed supplement brands?

Reviews are a shortcut to trust. They help shoppers validate product quality, delivery experience, and reliability before committing. Here are the top-rated brands from the report snapshot you shared.

Why it matters: Strong review performance does more than improve conversion. It also strengthens brand confidence signals across the journey, especially on mobile where shoppers compare quickly and abandon faster.

How do I get the report?

Intrigued by what you’ve seen so far? Access the full breakdown of all 100 brands and their performance over the last 12 months. It’s completely free to download.

Get the report via the download form

Why can’t I find my brand?

We can’t fit every nutrition and supplements brand into the report, so we analyse the top 100. If your brand isn’t included, we can create a personalised report to show how you compare against direct competitors and where you should focus your marketing efforts next.

Want a bespoke cut of the data? Get in touch today and we’ll talk you through what’s possible.