Drinkable Doses: Liquid Supplements Take Off
Published 27 August 2025
Author
2 min read
A natural evolution from powder blends, liquid supplements are piquing consumer interest: In June US retail chain The Vitamin Shoppe reported a 50% jump in liquid supplement sales in the year-to-date and a 31% rise in ecommerce searches for “liquid multivitamin”. We highlight key liquid launches.
- Supplement Sips: The Vitamin Shoppe credits US supplements brand MaryRuth’s with popularising the liquid format through products like its Multivitamin + Hair Growth, which currently leads Amazon’s Multivitamins Best Sellers list in the US. On social media, MaryRuth’s suggests using these products in functional mocktails, such as a blueberry banana slumber smoothie made with its berry-flavoured Liquid Nighttime Multimineral + Skin Renew.
US supplements brands introducing the format include New Chapter, which launched a Liquid Multivitamin suited to both adults and children (in smaller doses). The brand similarly encourages mocktail-making. As part of its new supplements line, organic meal delivery service Sakara introduced the Daily Elixir liquid multivitamin. And Cymbiotika has launched a “first of its kind” Liquid Colostrum as well as Shilajit Liquid Complex, which combines shilajit with cacao, honey, sea salt and hazelnut butter. Both come in single-serve packets.
MaryRuth's
New Chapter
New Chapter
Sakara
Sakara
Cymbiotika
Cymbiotika
- Ramping up RTD: The runaway success of powdered supplement blends is prompting brands to develop more convenient ready-to-drink (RTD) versions. Leading US collagen maker Vital Proteins has launched its first beverage, the Collagen & Protein Shake, and UK health brand Huel is set to introduce a drink based on its Daily Greens powder.
New menstrual wellness brand The Cycle (US) further blurs distinctions between supplements and functional beverages with its two superfruit teas: Period Relief and PMS Relief. They’re both formulated with sea buckthorn, which is rich in omega-7, helping to regulate hormones. Meanwhile US supplements maker Bloom, known for its Greens & Superfoods powder, is counting on loyal customers to follow it into the beverage aisle. After successfully introducing a Sparkling Energy line in 2024 (35 million cans sold in its first year), it has launched a prebiotic soda, Bloom Pop.
For more on these categories, see Vitamins & Supplements Sector Outlook 25/26 and Functional Beverages Sector Outlook 25/26.
Vital Proteins
Huel
The Cycle
The Cycle
The Cycle
Bloom
Bloom
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