January supplement trends: Detox is big, but it’s no longer the only story
January has always been one of the strongest months for the supplement industry. After the indulgence and irregular routines of December, consumers enter the new year with renewed motivation: more energy, better digestion, improved fitness, stronger immunity, and a desire to “reset” their bodies and habits.
And yes, detox still plays an important role this month. Consumers feel heavy, tired, bloated, or sluggish after the holidays, and they want a fresh start. Products positioned around liver support, digestion, hydration, cleansing, and recovery naturally perform well in early January.
But the market has evolved. Today’s January trends show that detox is only one pillar of a much broader set of consumer needs. Retailers who want to capture January demand should offer a complete “New Year Reset” category, not just a detox shelf.
Here are the strongest trends shaping January supplement sales:
1. The detox trend: Still relevant, still emotional
The emotional logic is simple: December means rich food, late nights, alcohol, irregular sleep, and disrupted digestion. January is when people seek to “feel lighter,” “reset their system,” or “give their body a break.”
This drives demand for:
liver-support formulas
digestion-support blends
hydration & electrolyte mixes
gentle cleansing botanicals
recovery drinks
Detox fits perfectly into this seasonal mindset because it represents fresh start energy.
However, consumers have become more informed, so detox products sell best when positioned as support, not a “miracle fix,” and when paired with lifestyle-oriented benefits like digestion, energy, metabolism, or hydration.
2. Fitness, performance & weight management surge
Fitness is a top New Year’s resolution globally. As a result, performance nutrition sees one of the biggest January spikes across categories:
protein & recovery formulas
pre-workout blends
muscle-support supplements
energy metabolism products
weight-management support
People want to feel strong again after the holidays, and more importantly, they are ready to act on it. This category often delivers double-digit January growth for retailers.
3. Immunity & general wellness vitamins peak
January coincides with winter season, colds, and reduced sunlight. This drives demand for:
vitamin D
vitamin C
zinc
multivitamins
immune blends
Consumers want stability in the new year, not just a detox week. So, foundational wellness products become an essential part of the January basket.
4. Mood, stress & mental balance support gains momentum
After a busy December and an emotionally heavy winter period, many consumers seek support for:
calm & stress reduction
magnesium blends
adaptogens
sleep-support products
B-vitamins for energy and cognitive balance
This category has grown steadily, and January is one of its strongest moments, as people try to reset not only their body, but also their mind.
5. Digestion, gut health & “feel good daily” supplements
People want to feel comfortable again after December. This makes digestion and gut-support products highly relevant:
probiotics/prebiotics
bloating support
digestive enzymes
liver–digestive combo formulas
These pair extremely well with detox products and create stronger basket value.
What this means for you
January is a month of high intention and high purchase motivation. Consumers are ready for change, and they’re actively searching for supplements that help them start the year right. The January consumer is not looking for a single miracle product. They want a full reset:
feel lighter
feel more energised
feel healthier
feel more in control
start new routines
return to balance
So the best-performing January assortments include:
detox + digestion + energy + immunity + fitness + stress support.
Detox is the entry point. The rest is what keeps customers coming back. Retailers who offer a complete, modern New Year’s Reset selection can capture this momentum with higher sales, stronger customer satisfaction and better retention.
Build around detox, but don’t stop there. Create a January offer that supports the whole reset.
- FAIR Health. Use of GLP-1 Drugs to Treat Overweight or Obesity Increased 587 Percent from 2019 to 2024, According to New FAIR Health Study. May 27, 2025. Accessed June 11, 2025. https://www.fairhealth.org/press-release/use-of-glp-1-drugs-to-treat-overweight-or-obesity-increased-587-percent-from-2019-to-2024-according-to-new-fair-health-study
