Essential ingredients, new trends and the state of the market.
Moody? Tired? Stressed? Many individuals throughout the U.S. may think these issues are related to age or a too-busy lifestyle. And perhaps they are. However, these are also symptoms of thyroid issues. Thyroid and adrenal health are sometimes overlooked by individuals, as there is usually no pain or discomfort associated with these areas of the body. Doctors don’t always routinely check for thyroid or adrenal health issues. However, for those affected by hypo- or hyperthyroidism, adrenal fatigue, Graves’ disease or other related issues, thyroid and adrenal support is very important.
Busy natural health retailers who want to keep tabs on the state of the market for thyroid and adrenal support products, which ingredients are standouts in this space, and what’s trending now, will find help here. This article will also cover some of the newest studies and research, as well as tips and tricks for retailers promoting thyroid and adrenal health products.
The State of the Market: Thyroid & Adrenal Support Products
Jennifer Campbell, education scientist at Florida-based Life Extension, stated that when it comes to thyroid and adrenal support products, the market is expanding, driven by a rising consumer interest in metabolic health, stress management and hormone balance. “Consumers are increasingly linking daily stress and low energy to cortisol levels and widely discussed concepts like ‘adrenal fatigue’ on social media, which is accelerating awareness and trial,” she said. “At the same time, growing focus on overall wellness is pushing people to connect energy balance and weight management with thyroid health.” One important thing to note, Campbell pointed out, is that true thyroid and adrenal disorders require medical evaluation and, in many cases, prescription treatment. “However, many consumers are seeking options to help with occasional stress and low energy as part of a proactive wellness routine.”
Carly Duffy, RD, medical education specialist at Thorne, a manufacturer located in New York, noted that thyroid and adrenal function imbalances are a lot more common than most people think. They’re also often related. “Therefore, the supporting supplement market is growing rapidly in a cross-functional way to address these needs,” she said. Thorne has set the industry standard for this category, said Duffy, and offers several clinically validated products that may support healthy thyroid hormones and more balanced adrenal function. “Some of our top sellers include Thyroid Health Complex and Stress Balance,” she noted.
Chief of Scientific Affairs and Education for EuroPharma, Inc., Cheryl Myers, weighed in. EuroPharma is a manufacturer based in Wisconsin and is also the parent company of Terry Naturally dietary supplements. “The state of the market for these products is very strong. More than ever, we’re seeing people look for ways to recharge their adrenal and thyroid glands to have better energy, more efficient metabolism and increased physical and emotional stamina,” said Myers.
Kelly Andrade works with new business development at the manufacturer, Maximum Living, with headquarters in Missouri. Andrade stated, “The thyroid and adrenal support category continues to expand as consumers become more aware of stress-related fatigue, metabolic slowdown and hormone imbalances.”
What’s Trending Now in Thyroid and Adrenal Support?
Said Campbell, “Social media has accelerated interest in stress and hormone regulation, placing thyroid and adrenal health at the center of the conversation.” Because of this, she said that daily health rituals like the “cortisol cocktail” have gained traction, while “hormone balance” has evolved into a broader wellness lifestyle that connects thyroid and adrenal health with stress, mood, energy and metabolism. “Consumers are increasingly moving away from stimulants like caffeine and toward ingredients that support the nervous system,” Campbell explained. “Adaptogens such as ashwagandha have seen steadily rising sales over the past several years and are now firmly established as trusted ingredients for stress, adrenal and hormone support,” she noted. “Brands that emphasize credible ingredients, clear education and responsible positioning, acknowledging when medical care is needed, while supporting everyday wellness goals, are well-positioned to earn long-term consumer trust.”
Andrade stated that one shift Maximum Living has noticed is a change in what was once a very popular ingredient in the thyroid health market. Andrade stated there’s been “a shift away from high-dose iodine. Consumers and practitioners are becoming more cautious about mega-dosed iodine, particularly in individuals with autoimmune thyroid conditions,” she explained. “There is increasing demand for iodine-free formulas.”
Said Duffy at Thorne, “There’s been a lot of talk around adaptogens recently. Adaptogen supplements, which are typically made up of nutrient, functional mushroom or botanical extracts such as ginseng or ashwagandha, [may] help the body adapt to physical or mental stressors to support healthy cortisol levels and bring the body back into balance,” Duffy said.
Myers noted that EuroPharma has also seen adaptogens trending now. “We’re seeing a lot of interest in adaptogens for working through adrenal and energy concerns, especially with ashwagandha,” she noted. “We’re fortunate that we have a strong portfolio of adaptogen supplements, including our Ashwagandha EP35 Extra Strength, which features a standardized and concentrated ashwagandha that is seven times stronger than commonly available, conventional ashwagandha,” said Myers.
Ramona Billingslea is the marketing manager at Betsy’s Health Foods, a retailer located in Texas. Billingslea expressed that there is one trend in this category she’s particularly happy about. “Luckily, the industry has long since moved away from glandular products, which carried the risk of undeclared hormones, to formulas relying more on adaptogens, especially ashwagandha,” she noted. “Some formulas also include important vitamins, minerals, and even amino acids that support thyroid/adrenal health,” said Billingslea.
“With the rise in popularity of mushrooms, we’re even seeing these in our products in this category.” In addition to these ingredients that may support thyroid and adrenal health, Billingslea said, “We do have a non-hemp adrenal support product with an endocannabinoid system support blend that includes maca—which can mimic some of the helpful components of cannabis—cocoa, cinnamon, DHA and more,” she explained. “As compared to more ‘popular’ categories, like heart and blood sugar health, very few things have changed in thyroid/adrenal support in the last few years,” Billingslea said, “at least for the products offered by the manufacturers we carry in our store.”
The Best Ingredients in Natural Products for Thyroid and Adrenal Support
“Ashwagandha seems like the overall winner these days,” Billingslea said, “but adaptogens like eleuthero, schisandra and bacopa are also popular. As interest in mushrooms continues to grow, these are also being used, like cordyceps,” she noted.
Campbell agreed that ashwagandha is important to this category. Other key ingredients include iodine, selenium and B vitamins to support optimal thyroid functioning. She stated that adaptogenic herbs such as holy basil, cordyceps and rhodiola are also positioned for adrenal support.
At Life Extension, science is key. “When developing thyroid/adrenal supplements, Life Extension places a strong emphasis on the scientific credibility of ingredients,” said Campbell. “We prioritize those backed by robust clinical research, such as randomized controlled trials, to ensure the efficacy of their products. This scientific approach often requires a commitment to consumer education, helping people understand the benefits and mechanisms behind the ingredients.”
Andrade noted, “At Maximum Living, we collaborated with an integrative health practitioner on our new product Thyroid Shield, focusing on nutrient sufficiency, stress resilience and hormone regulation rather than stimulation.” She explained that Thyroid Shield’s formula reflects this approach with a targeted formula of selenium, inositol, zinc and rhodiola extract, which may help to support thyroid health, immune balance, and the thyroid–adrenal connection. All of this without any high-dose iodine, said Andrade.
Said Duffy of Thorne, “Our formulas are backed by more than 40 years of scientific research and undergo a rigorous four-round testing process to ensure purity, potency and safety.” She noted that most of its products are third-party certified, and its processes, facilities, and people reflect a benchmark-level commitment to quality. “Our thyroid and adrenal support formulas are no exception,” said Duffy.
“From ingredient sourcing to medical affairs review, we evaluate every formulation through the lens of safety, efficacy, bioavailability, and clinical relevance,” explained Duffy. “But we also consider the real-world consumer experience—ensuring our products are accessible in format, dosage and even flavor, so they can be seamlessly integrated into daily life.”
Duffy added, “Our role is to help people understand what their bodies truly need and then provide clinically validated solutions to support those needs. This commitment is evident across our expanding portfolio, from men’s health to gut health to stress support, where we focus on addressing meaningful gaps with better science and thoughtful innovation,” she said.
Myers said that EuroPharma looks at the wide range of needs individuals have, along with the corresponding science to back up its formulations. “In fact, that’s one of the main reasons we have such a depth of selection in our products; people require different approaches to what seems like a similar issue,” explained Myers. “What works well enough for one person may work exceedingly well in another—and vice versa.”
Studies & Research: What Are Manufacturers Focusing on in This Category?
Duffy explained that at Thorne, the motivating force behind the company’s work, is ensuring that clinicians and consumers can rely on the safety, efficacy, and clinical relevance of every formulation the company brings to market. “We are particularly interested in studies that deepen our understanding of thyroid function across life stages, and the interplay between thyroid health, micronutrient status, and metabolic resilience,” said Duffy.
“On the adrenal side, we closely follow emerging research on stress physiology, HPA axis regulation, cortisol patterns and the long-term impact of chronic stress on energy, mood, and recovery,” she explained. “Additionally, because of the growing research around the ‘gut-X’ axis, we’re exploring new research revolving around the ways that adrenal and thyroid function may be related and regulated by this gut connection.” Extensive clinical research and peer-reviewed medical literature support not only the inclusion of each ingredient the company uses, but also its dosage, bioavailability, and mechanism of action, said Duffy. “We are especially attentive to human clinical data and real-world evidence that translates into meaningful outcomes for patients and consumers.”
Duffy explained that thyroid and adrenal health are personal, often complex areas of care. Thorne’s goal is to simplify that complexity with formulations that are evidence-based, transparent, and aligned with practitioner insights. One way this goal is met is by the company’s medical affairs team, which plays a critical role in the process, Duffy said. “. . . continuously reviewing emerging research, validating clinically relevant ingredients and claims, and ensuring our products and the messaging revolving around them reflect both scientific rigor and real-world applicability.”
Campbell, too, noted the importance of clinical trials in the company’s products. “When it comes to thyroid and adrenal health, we are most interested in well-designed, double-blind, randomized controlled clinical trials that further validate established ingredients such as ashwagandha and holy basil for their role in supporting healthy thyroid and adrenal function,” Campbell stated. Studies that help solidify appropriate dosing and meaningful outcomes are especially valuable as these ingredients become foundational in consumer wellness formulations, she noted. “Equally important are clinical studies conducted in healthy populations that more accurately reflect the general consumer. This type of research better aligns with how supplements are used in everyday wellness routines,” she said. “At the same time, we are continuously evaluating emerging ingredients and new research that can responsibly support thyroid and adrenal health, with a strong emphasis on scientific credibility, real-world relevance, and long-term safety,” said Campbell.
For Andrade, the research that’s most interesting to Maximum Living in this category is mineral depletion and endocrine support. “There is growing research connecting chronic stress, mineral depletion and adrenal resilience,” said Andrade.
Myers noted, “We’re interested in any research that focuses on the intersection of nutrients and thyroid and adrenal health. For thyroid health, we’ve known that iodine is a critical nutrient for quite some time,” she noted. “After all, it’s one of the reasons that iodine was added to table salt.” However, she said, as more people have cut back their salt intake and started eating more prepackaged or prepared foods, iodine levels have dropped. “There’s plenty of sodium in the diet, but very little iodine,” said Myers. “This results in more and more people having subclinical level hypothyroidism due to low iodine intake.”
Retailer and Consumer Support: How Are Manufacturers Helping?
Myers said that EuroPharma strongly stands by its health food store partners, supporting them in multiple ways. “That can include supplying customer-friendly literature, eye-catching displays, hang tags, videos and delivering customized education to staff or speaking engagements for store events,” Myers said. “We also have an expert crew at our headquarters that is always willing to take time to answer questions as well.”
Life Extension offers a well-rounded support system to retailers, according to Campbell. This includes a dedicated education department and well-trained sales representatives to educate, train and support retailers on Life Extension’s products, ingredients and the latest scientific data, Campbell explained. Additionally, the company offers free 1:1 sessions with Wellness Specialists for consumers, which are available seven days a week, 365 days a year. Some of the typical topics covered in these sessions include nutrient recommendations, Life Extension lab results, and personalized programs that include supplements, diet and exercise, said Campbell.
Thorne emphasizes consumer education, Duffy said. “Our goal is to support individuals from the moment curiosity begins through the point of purchase—regardless of where they engage with us, whether through a practitioner, a specialty retailer or online,” She noted. Additionally, the company has a relatively new “team member,” which it is excited about. Last year, it launched Taia, an AI-powered wellness advisor designed to meet individuals exactly where they are on their health journey,” Duffy said. “Taia provides personalized, science-backed guidance, helping consumers navigate complex topics and supplement decisions with clarity. Customers, partners, health care practitioners and retailers alike can ask Taia questions whenever and wherever they need support,” explained Duffy, helping to bridge the gap between research and real-time decision-making.
“At every touchpoint, our goal is the same: put the consumer first,” said Duffy. “By equipping retailers with education, providing accessible digital tools, and grounding every product in clinical validation, we create an ecosystem of support that helps consumers move forward in their wellness with confidence.”
Education is the most important benefit that Maximum Living offers to retailer partners, said Andrade. “Because thyroid and adrenal health are complex and highly individualized categories, we believe retail partners succeed when they feel confident explaining not just what a product does—but why it works,” she explained. “Our goal is to equip retailers to move beyond ‘energy support’ language and instead explain nutrient sufficiency, stress resilience and endocrine regulation in an accessible way.”
Manufacturers can obviously be very helpful to retailers. It’s often beneficial too, to learn from others “in the trenches” and discover what’s working—or not—when it comes to in-store marketing. At Betsy’s Health Foods, Billingslea shared, “Of course, we keep our adrenal and thyroid support products in the same section. We also consider what other factors in a customer’s life might suggest the need for support in these areas, like menopausal and adrenal health or weight loss and thyroid,” she explained. “It’s especially important to make sure customers are up to date with their doctors as far as their thyroid function goes. They may need actual thyroid-hormone medication rather than supplement support.”
When it comes to marketing, sometimes ads, flyers and coupons aren’t the most important. “The best marketing we do is helping our customers so well when they are in the store that they share their success stories with their friends and family,” said Billingslea “For those stores who have the ability to participate in and stay on top of social media, watching for trends should surely help target emails and end caps and social posts to let customers know you have supplements that help meet their current needs,” she explained.
Staying up to date as a natural health retailer can be a challenge. Luckily, manufacturers of thyroid support and adrenal health products, new studies and promising research continue to grow in this market, offering retailers lots of good information to share with customers.VR
For More Information:
EuroPharma Inc., www.europharmausa.com
Life Extension, www.lifeextension.com
Maximum Living, www.maximumliving.com
Thorne, www.thorne.com
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