(OPGOV GLOBAL) – We at OpGov like to point out societal patterns that change with time. These patterns often follow trends, politics, general outlook, and other factors. Today, that pattern aligns with a decrease in accessible healthcare.
Nutraceuticals is by no means a new industry, and though health and wellness trends come and go with influencers online, there’s an interesting surge happening now, which begs the question: are people looking to nutritional supplements as a way to combat the rising costs of healthcare?
A market study published by Fortune Business Insights in May of this year found that the industry was “valued at USD 500.62 billion in 2025 and is projected to grow from USD 547.68 billion in 2026 to USD 1,124.56 billion by 2034,” which can be considered massive growth.
Photo Credit: Fortune Business Insights
The study also found that the United States was the largest consumer of nutraceuticals, citing consumer concerns from longevity to weight management.
OpGov.News reporter Teri Tracy spoke with Tulin Tuzel, CEO of LiftMode, a large online nutraceuticals retailer, on the topic. Tuzel shared her market insights backed by many years of experience in food and nutrition.
When asked if she had noticed any increase in nutraceuticals sales in the face of declining healthcare accessibility, Tuzel stated that while she couldn’t pinpoint a specific cause and effect, she has seen an increase of demand in two categories.
“One category is folks like me,” she says, “who are aging and want to live a productive life for the longest possible time… and the second is probably a younger cohort but they are interested in self-care. When I mention self-care, it’s not only physical, but also mental and psychological wellbeing.”
“Those categories are increasing, and it makes sense that healthcare is getting a lot harder to access for many people and it’s getting more expensive as well.”
Tuzel shares her own experience navigating healthcare and its associated costs, applying it to trends she sees in the nutraceuticals industry.
“My own experience is I try to avoid hospitals and minimize doctor visits and so forth and try to be more knowledgeable and I think that probably applies to a good portion of the population as well,” she says.
But an increase in nutraceuticals performance isn’t just a result of avoiding healthcare costs as much as possible; the age of online health and nutrition influencers, as well as “biohacking” influencers, is more vigorous than ever.
While these influencers and trends aren’t always verified or don’t have scientific research to back them, some are indeed based on new and emerging research. One such example is the human microbiome, which is seeing a drastic increase in research fields and is consistently found to affect other systems in the body.
“I am definitely seeing a lot more coverage of wellness topics. For example, I am seeing a lot more coverage of microbiome and research about how [the] microbiome affects our health in many ways,” says Tuzel.
Among the many emerging health trends seen at LiftMode is stress management. Recent studies are unveiling a severe epidemic of stress, especially in younger populations; many factors, including but not limited to housing, career, and other survival factors directly linked to the global economy are pressing in on young adults everywhere.
“We see a lot of people seeking to cope with day-to-day stress, social anxiety, difficult work situations, et cetera with supplements that will help them cope with stress. There are a lot of people, some of our customers, that are trying to overcome dependence on medication, coping with anxiety or depression.”
“So while supplements can’t cure anything, I think people do their research and try their own cures based on information available,” she adds. “AI helps them do the research much faster and with much less specialized knowledge, which is helping people become more knowledgeable.”
According to LiftMode’s market research, rather than seeing an extreme increase in supplement consumption for either preventative measures or an attempt to treat existing conditions, the data shows a healthy balance of both.
“I still have a cohort of people who are interested in certain experiences or taking care of specific conditions but more and more, I think we are seeing people generally interested in wellness and supplementation beyond letter vitamins or even with letter vitamins.”
“The efficacy of [vitamins], or the synergistic effects of how you should take vitamins… I think both of these are increasing. I don’t think the vitamin industry is suffering, but I think people are looking for much more specialized combinations of vitamins and supplements. “
Tuzel continues to explain how more people are acting to improve their daily lives, including a more holistic approach to their health.
“We see a lot of people trying to improve their day to day routine, how they feel at work, or their sharpness and mental acuity; to do well as you age,” she says.
The emphasis, she states, is on improving a person’s ability to cope with daily life, whether concerns surround aging, caring for multiple generations, and financial concerns.
“People do look for some help to use in their day-to-day life to cope and to make the most of it.”
Society itself, though, impacts the way people cope and manage their health in a new era of technology and its contrasting demands.
“We are in a 24/7 type of lifestyle. We used to come home, turn things off, but we are on our phones (…) working around the clock. I think our bodies are not equipped to cope with that kind of 24/7 work.”
Tuzel stresses that while supplements are seen as an aide for coping with modern societal pressures that affect health, balance is key.
“There are many changes taking place that kind of increase the level of stress and associated anxiety. Exercise is one way to get some help, but supplements have a place as well,” she says, “It’s also an area where there is quite a mix of offerings, some of which are not necessarily effective, so I think that it requires individuals to be more knowledgeable.”
Tuzel hopes that people will use AI as an effective research tool to help them learn more in-depth knowledge of nutraceuticals and how to use them effectively.
With recent advances in medical research with the help of scientific AI tools, it isn’t hard to see the benefit. But with the impact of AI on our environment, the question of whether AI will be accessible for long hangs in the balance.
The discussion of whether nutraceuticals are being used as a replacement or a postponement for medical care is a tricky one with many nuances, but as it sits, one in three American adults is putting off or forgoing healthcare due to costs.
While supplements may not be the replacement for medical care these Americans hope for, they may certainly be an accessible way to maintain basic health markers in a society with rapidly-growing pressures.
To add or or correct any information in this report, please contact me at tracy.t@lead4earth.org and leave a comment below with your thoughts.
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