This year, private label supplements are all about smart design, easy use, and real-world results. The bland vitamin bottles of yesterday are being pushed aside by fresh formats that fit neatly into everyday habits. Shoppers want more — functional blends, novel delivery systems, and a reason to believe.
Private label brands across Europe are stepping up, leaving slow-moving legacy brands in the dust. The rise of mushroom powders, collagen gels, and sleep sticks shows exactly where things are headed — fast, functional, and beautifully designed.
1. Mushroom Powders: The Adaptogen Boom Goes Mainstream
Functional mushrooms have officially taken center stage — and we’re not talking about shiitakes in stir-fry. Lions’ mane for focus, reishi and chaga for immunity, cordyceps for stamina — these powerhouse fungi are now essentials in the supplement aisle.
Why they’re trending:
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Cognitive health is front and center, and lion’s mane leads the charge.
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Immunity’s still a post-pandemic must-have, and reishi and chaga fit the bill.
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Energy support, especially for older and athletic consumers, is driving cordyceps adoption.
The delivery:
Powders packaged in tins, single sachets, or infused into lattes and cocoa blends. Easy to stir into a morning drink — they’re functional without feeling clinical.
Private label strategies:
Brands are crafting targeted blends: calm mixes, focus stacks, winter immunity kits. Aesthetic matters, too — minimalist packaging, earthy tones, and origin storytelling are helping them stand out.
2. Collagen Gels: Beauty Gets Portable
Collagen is no stranger to the beauty space — but in 2025, it’s all about the gel. These ready-to-go sachets are winning over 25–45-year-old beauty fans looking for simplicity without sacrificing impact.
Why they’re catching fire:
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No prep needed — just tear and go.
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Better adherence to routines thanks to on-the-go design.
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Feels modern, especially when wrapped in sleek, aspirational branding.
What’s inside:
Hydrolyzed collagen peptides for fast absorption, with skin-boosters like hyaluronic acid, vitamin C, biotin, zinc, and antioxidants such as astaxanthin or resveratrol.
The consumer:
Beauty-savvy buyers who want glowing skin from within — and expect high-quality, traceable ingredients wrapped in stylish packaging. Private label brands that blend results and elegance are striking gold here.
3. Sleep Sticks: Wind-Down Wellness, Reinvented
The sleep space is heating up — and powder-filled sleep sticks are leading the pack. These slim sachets feel more indulgent than pills and slot effortlessly into nighttime rituals.
What’s in them:
Magnesium glycinate, L-theanine, GABA, and calming herbs like chamomile or lemon balm. Where permitted, micro-doses of melatonin or natural alternatives like tart cherry boost effectiveness.
Why they work:
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Ritual-ready: perfect for evening teas or warm water.
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Pleasant: flavored to feel like a bedtime treat, not a task.
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Innovative: feels fresher and faster-acting than old-school formats.
Private label plays:
They’re not selling just a supplement — they’re curating the full bedtime routine. Sleep sticks are being bundled with eye masks, teas, and other calming gear in ready-to-gift sets or subscription kits.
And Beyond: Emerging Micro-Trends to Watch
While these three formats lead, they’re backed by other quiet revolutions in private label:
A. Smarter Gummies: Now vegan, low in sugar, and targeting stress, skin, or gut health.
B. Combo Formulas: Merging multiple benefits — energy + immunity or glow + calm — in a single product.
C. Radical Transparency: Sourcing stories, clinical claims, and test results are becoming must-haves for trust.
In Summary
Today’s supplements aren’t about shelf presence — they’re about daily presence. Mushroom powders slot into lattes. Collagen gels slip into gym bags. Sleep sticks complete nightly wind-downs.
Private label winners in 2025 are doing three things brilliantly:
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Reimagining the format
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Delivering clear, effective results
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Building credibility through design and openness
This isn’t just a wave of trends. It’s a sign that supplements have officially gone lifestyle — and there’s no turning back.
