As we reflect on 2025, one thing is clear: Wellness has become deeply personal. From sleep and heart health to hormones, digestion, and stress, customers turned to independent natural food retailers throughout 2025 for trusted guidance on their personal wellness journeys.
Through INFRA’s partnership with Taste for Life, we share a printed article every month, designed to inform shoppers on the trends shaping wellness today—and we interview incredible wellness staff from INFRA Member stores across the country. Read on for a roundup of valuable seasonal insights from this past year and learn more about how you can leverage our partnership with Taste for Life to drive customer education and engagement in your store.
Winter: Heart, Sleep & Brain Support
Winter wellness conversations focused on preventative healthcare. During American Heart Month, Emily Smith, Wellness Manager at New Morning Market in Woodbury, CT, emphasized the importance of quality and transparency when choosing supplements. Spectrum Vibrance by Vibrant Health stood out as a shining example. “I love their full-transparency packaging and supplement facts,” she shared.
Emily Smith
Wellness Manager at New Morning Market
Sleep was another major focus. “Customers often look for products to help them fall asleep or stay asleep,” said Amanda Biederman, Wellness Manager at Good Harvest Market in Pewaukee, WI. While some shoppers prefer melatonin, others gravitate toward herbal blends or CBD. Biederman highlighted Calm Magnesium Supplements by Natural Vitality as a popular option to “relax the mind and body to promote a restful night’s sleep.”
Interest in brain health also continued to grow. At Cornucopia Natural Market & Deli in Galesburg, IL, Susan Lyon shared, “Mushroom supplements, particularly Lion’s Mane, have received lots of attention lately,” along with mushroom coffees, ashwagandha, and phosphatidylserine. She noted that concern about cognitive health now spans generations, from older adults to college students and young parents.
Spring: Hormones, Longevity & Life Stages
Spring brought more open conversations around women’s and men’s health. At Mastel’s Health Foods in St. Paul, MN, Co-Owner Alina Hornfeldt observed growing demand for women’s wellness support. “Women feel more empowered to share their experiences with stages like menstruation, fertility, perimenopause, and menopause,” she shared. “The taboo is fading, and women of all ages will continue seeking natural, high-quality supplements.”
Alina Hornfeldt
Co-owner of Mastel's Health Foods
Men’s health also gained momentum. Gina Konietzky, Supplement Buyer at Love’s Whole Foods Café and Market in Ormond Beach, FL, pointed to growing interest in longevity and vitality. “New Chapter Prostate 5LX is among our top sellers for men’s health, as are shilajit products,” she shared. Konietzky attributed increased engagement to access to information, adding, “The internet and social media have brought so much attention to health. Guys are more informed than ever.”
Summer: Hydration & Everyday Energy
As temperatures rose, hydration took center stage. In Honolulu, HI, Wayne Satsuma, Wellness Manager at Down to Earth Organic & Natural, shared, “Hydration packets sell the best,” with clean, convenient options like Liquid I.V. and Ultima Replenisher leading the category. Shoppers prioritized sugar-free formulas, taste, and portability, making hydration an everyday essential rather than a seasonal trend.
Wayne Satsuma
Wellness Manager at Down to Earth Organic & Natural
Back-to-school season also brought renewed focus on kids’ wellness. Michael Chase, owner of Chase’s Market in Ontario, OR, emphasized the basics. “Nutrition is the foundation,” he shared, underscoring the role of whole foods, sleep, and targeted supplementation in supporting immune health and focus.
Fall: Immune & Digestive Support
As colder weather approached, immune health became top of mind. At Mama Jean’s Natural Market in Missouri, Category Review Manager Jesse Lovelady fielded frequent questions about preventing colds and flu. She shared her personal routine as well: “Every day I take Michael’s Health Vitamin D3 with K2, along with a multi-mushroom blend to help keep my system balanced.”
Digestive health followed closely as the holiday season approached. Emily Ehinger, General Manager of Organic Marketplace in Gastonia, NC, noted, “People are coming in with concerns about bloating, gas, and irregularity, but they’re also realizing how digestion affects mood, energy, and overall wellness.”
Emily Ehinger
General Manager of Organic Marketplace
Holiday Season: Stress, Rest & Self-Care
As the year drew to a close, wellness conversations turned to stress management and self-care. At The Turnip Truck in Nashville, Wellness Coordinator Erin Salmons shared, “We see people looking for calm, focus, and better sleep.” From adaptogens and herbal teas to aromatherapy and bath products, customers sought simple rituals to unwind during a busy season. Her advice summed it up: “Slow down, breathe, and keep stress low. The holidays are a time for connection and joy.”
Looking Ahead
From stress support to longevity and digestive care, independent retailers are uniquely positioned to guide shoppers toward trusted, effective solutions. As we move into 2026, it’s clear that many wellness-focused trends are here to stay. By meeting customers in the aisle, listening to their needs, and understanding their individual goals, independent retailers can offer support that goes far beyond any individual transaction.
This sense of personal connection is what sets indie retailers apart from traditional, big-box stores. When staff take the time to educate and build trust, they don’t just support healthier choices, they build lasting customer loyalty. And in an increasingly crowded wellness marketplace, those relationships remain one of the most meaningful investments a store can make.
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INFRA is a proud partner of Taste for Life, approaching 30 years as the trusted voice in health and wellness. As an INFRA member, you have access to exclusive INFRA programs and competitive promotional rates on professionally fact-checked and sourced content—written by humans!—for print publications, digital solutions, and in-aisle education.