Blurring Wellness Boundaries: When Supplements Meet Food and Beverage 

The Rise of Functional Everything 

Functional beverages and snacks are past just ‘trending’ and now, they’re dominating. With 1.0 billion average monthly popularity for functional beverages and 100.8 million for functional snacks, consumers are signaling a clear shift: wellness is now a lifestyle, not a category. 

TikTok is fueling this momentum. 69.6% of functional snack views and 38.3% of functional beverage views are attributed to TikTok Shop, where impulse meets aspiration. Vitamins and supplements lead the charge as TikTok Shop’s biggest selling category, proving that social commerce is more than just influencing beauty and rewriting the rules for health. 

From Capsules to Cookies 

The line between supplements and food is blurring fast. Ingredients once reserved for the supplement aisle—collagen, magnesium, creatine—are now starring in snacks and drinks. Consider this: 

• Protein: Up +80.6% in functional snacks and +100.9% in beverages. 

• Collagen: Surging +329.9% in snacks and +144.6% in beverages. 

• L-theanine: Exploding with >1,000% growth alongside functional beverages. 

What consumers want goes beyond flavor. They want benefits baked in. Beauty from within, energy and focus, mood support are no longer niche claims. They’re now mainstream motivators driving innovation across categories. 

Wellness Themes Driving Convergence  

Health priorities are evolving beyond immunity and digestion. Today’s macro trends spotlight: 

• Energy & Focus: Creatine searches soared +78.6%, while NAD supplements skyrocketed +400.9%. 

• Beauty from Within: Collagen remains a powerhouse, joined by rising stars like resveratrol (+101.7%) and astaxanthin (+100%). 

• Mood & Stress: Functional foods supporting mental well-being posted +50% dollar growth and +75% unit growth. 

Even women’s health is entering the conversation, with perimenopause support up +91% in units—a sign that personalization is the next frontier. 

Formats That Win 

The convergence of supplements and food isn’t a passing fad—it’s a structural shift. To compete, brands must: 

• Think cross-category: Ingredients like collagen and magnesium aren’t confined to one aisle anymore. 

• Leverage social-first strategies: With 68% of social purchases made on impulse, visibility on platforms like TikTok is non-negotiable. 

• Design for discovery: Products that rank in the top 10 search results capture 80% of in-basket placements—a critical advantage in an algorithm-driven marketplace. 

Implications for Brands  

Innovation is looking outside of ingredients and into delivery. Trending formats like protein soda, electrolyte drinks, and chlorophyll water are rewriting beverage playbooks. On the snack side, rice snacks, seaweed snacks, and protein-packed bites are climbing the popularity charts. 

The appeal? Convenience meets credibility. These products promise functional benefits without sacrificing taste or portability—a formula that resonates with younger generations prioritizing energy and nutrition in their snacking choices. 

Implications for Brands 

The convergence of supplements and food isn’t a passing fad—it’s a structural shift. To compete, brands must: 

• Think cross-category: Ingredients like collagen and magnesium aren’t confined to one aisle anymore. 

• Leverage social-first strategies: With 68% of social purchases made on impulse, visibility on platforms like TikTok is non-negotiable. 

• Design for discovery: Products that rank in the top 10 search results capture 80% of in-basket placements—a critical advantage in an algorithm-driven marketplace. 

The Bottom Line  

Wellness is no longer a destination—it’s everywhere. From hydration drinks infused with electrolytes to snacks boasting adaptogens, the fusion of supplements and food reflects a consumer truth: health is holistic, and convenience is king. 

For brands, the opportunity is clear: blur the boundaries, embrace the benefits, and meet consumers where they are—scrolling, snacking, and sipping their way to better living.