The Natural Man

by Eric Munson | June 1, 2025

Natural ingredients for holistic men’s health support.

According to Grand View Research, the global men’s health supplement market was estimated at $75.09 billion in 2024 and is expected to grow at a compound annual growth rate (CAGR) of 10.07 percent from 2025-2030, reaching a valuation of $132.13 billion.

The growth of the men’s health supplements market can be attributed to the increasing attention toward maintaining health and the rising popularity of preventative health care. There is also a growing demand for personalized nutrition and health-tracking technologies.

According to the Council for Responsible Nutrition (CRN), about 73 percent of men use health supplements to support overall well-being and 42 percent of users are interested in supplements that offer complete health and wellness benefits.

The health and wellness industry was once traditionally focused on women, but now more men are actively seeking ways to improve their health. Brands that can meet the evolving expectations of male consumers are positioned to lead the next wave of growth, explained Marianne McDonagh, vice president of sales at Minnesota-based Bioenergy Life Science (BLS).

“The men’s health momentum is fueled by rising awareness of how wellness impacts key areas of life, from physical performance and energy to heart health, sexual wellness and healthy aging. Today’s male consumer is more informed, more proactive and more interested in long-term vitality. Men are gravitating toward cleaner, more transparent solutions they can trust,” McDonagh said.

Trends

Anand Swaroop, PhD, founder and president of Cepham (Somerset, NJ), observed numerous trends, such as more focus on personalization, mental health, smarter artificial intelligence (AI) tools, gut health, aging, fertility, as well as wearables and apps.

“Mental health is now a priority, with growing interest in biologically linked treatments (testosterone boost for depression) and cutting-edge options, such as clinically proven mushrooms psychedelics,” Swaroop said. “For physical health, a healthy regime instead of hard-core workouts is preferred. More interest is growing in longevity boosters (mitochondrial health and senolytics). Men also seek transparency, rejecting ‘bro-science’ for clinically proven approaches, and prioritize staying active and healthy longer—not just living longer. Men prefer precision medicine that’s as easy to use as their smartphone, with holistic support for mind, body and performance.”

Michael Anthonavage, vice president of innovation at Vitaquest International (West Caldwell, NJ), agreed with Swaroop, adding the men’s health supplement category continues to undergo remarkable transformation from expanding awareness of longevity, fitness, mental wellness and hormone optimization.

“In the last few years, the market is experiencing robust growth fueled by male consumers seeking proactive and holistic solutions,” Anthonavage said. “Natural testosterone boosters—such as ashwagandha, tongkat ali, fenugreek and shilajit—have surged in popularity. ‘T-boost’ formulas are evolving, often blending adaptogens with zinc and magnesium to support endocrine resilience.”

Umasudhan Palaniswamy, CEO of Florida-based Valensa International, agreed with Swaroop and Anthonavage, adding there is also increasing awareness of lower urinary tract symptoms (LUTS).

“LUTS is a broader term related to bothersome symptoms involving issues with urination including urgency (sudden need) in urination, incomplete emptying of bladder and nocturia,” Palaniswamy said. “These symptoms while traditionally associated with aging male population, now can be seen in relatively younger population with metabolic imbalances such as obesity, insulin resistance and inflammation, thus highlighting the evolving nature of men’s health needs.”

Cellan Davies, marketing manager at United Kingdom-based ProBiotix Health, said men often face a unique set of lifestyle challenges including high-stress jobs, poor nutrition, sedentary lifestyles and elevated alcohol consumption. This lifestyle can contribute to high blood pressure, elevated LDL cholesterol and increased triglyceride levels.

“But, in recent years, we have seen a quiet transformation in men’s health. Once dominated by reactive care and generic pharmaceutical solutions, we are seeing a meaningful shift toward a more holistic, but strong science-led approach,” Davies said. “And central to this evolution is our growing understanding of gut health and its significant role in modulating our overall well-being.”

Davies added the human microbiome is now viewed as a “master regulator of health,” influencing everything from cardiovascular function and regulating mood and cognition. This shift reflects a broad trend in men’s health as more individuals take ownership of their health, particularly lifestyle changes and preventative measures.

According to Melissa Olivadoti, PhD, medical affairs consultant for Kaneka Nutrients (Pasadena, TX), there is an increased interest in using antioxidants to supplement cellular health and wellness across the lifespan, and a new focus on mitochondrial health.

She explained the importance of antioxidants is receiving more attention due to the growing knowledge on mitochondria’s role in cell signaling and overall health. Mitochondria are well-known for their role in cellular energy production, but recent research shows they are critical for programmed cell death (apoptosis), flow of molecules and modulation of genes involved in the inflammatory process.

“Utilizing antioxidants that work within mitochondria help maximize processes like cellular energy production and maintaining mitochondrial integrity and function,” Olivadoti said. “Having a single antioxidant that can be taken by men as they age to maximize their health in different life stages provided an added benefit.”

There are a growing number of products that are tailored to specific nutritional and functional needs of men such as energy, libido, and mental and emotional well-being.

Nitric oxide is a key ingredient that can support these areas, according to Catherine Kwik-Uribe, chief science officer at New Jersey-based Nutrition21, an Everwell Health company.

From 2020 to 2025, there has been a 2 percent growth in products launched in the North American market that have nitric oxide-related claims.

“Nitric oxide helps maintain key areas of health that consumers (including men) focus on such as physical activity, cognitive health, cardiovascular health, blood flow and—particularly relevant to this audience—men’s sexual health. Although nitric oxide is naturally produced in the body, it declines as one ages,” Kwik-Uribe explained. “With consumers wanting to do more to help maintain their health and well-being in all aspects of their lives, it is no wonder that we are seeing growth in products focused on nitric oxide’s many benefits emerging in the market.”

What Men Want

According to McDonagh, men are more engaged in their health journeys than ever before and have high expectations. Branded, scienced-backed ingredients are quickly becoming essential for the men’s health category.

“With easy access to product information, today’s male consumers are researching and comparing. They are holding brands to higher standards of transparency, efficacy and innovation,” McDonagh said. “Men want clean, clinically validated solutions to address real concerns, such as declining energy, reduced vigor and lower testosterone levels. They are increasingly gravitating toward formulations that feature clinically proven, well-documented ingredients. They want to see credible studies and feel tangible results.”

“The men’s health supplement market is highly competitive. To differentiate from the many similar products, a company must introduce new, credible scientific research. By integrating this research with a strong online presence and social support, a product can greatly enhance its chances of success,” added Maggie McNamara, vice president of global marketing at Gencor (Austin, TX).

Davies reiterated that personalized health and wellness solutions are reshaping men’s health. Today’s male consumers are more data savvy with wearable technologies, such as watches and at-home testing kits to give them quick and reliable access to unique wellness data. The days of one-size-fits-all are fading, and consumers are looking for products tailored to their unique biology and health requirements.

“In addition, male consumers are no longer waiting for health issues to arise before acting. We are seeing a definite upswing in preventative care,” Davies said. “Instead of simply treating symptoms, men are now engaging with health strategies that help maintain, balance and prevent disease altogether, with a particular emphasis on non-pharmaceutical interventions. Here, the knowledge that metabolic and cardiovascular health can be influenced by utilizing the gut microbiome is fast gaining traction.”

With so many supplements available on the market, consumers prefer products that are easy to take and have an impact on multiple physiological processes, according to Olivadoti.

“Consumers use supplements for overall health and wellness, and to fill nutrient gaps in the diet, and are willing to pay more for nutraceuticals with clinical studies proving efficacy and low to no side effects,” Olivadoti said.

“Consumers are more educated and skeptical than ever—especially younger men who are looking for natural alternatives to pharmaceuticals. For instance, many Gen Z males are steering away from drugs like finasteride due to side effect concerns and instead seeking plant-based, evidence-backed alternatives,” Palaniswamy added.

Ingredient Innovations

There is an ever-increasing popularity in the use of herbal and botanical ingredients for men’s health supplements.

According to Swaroop, current research shows poly-herbal, multi-ingredient dietary supplements hold greater promise than single-herb formulations because of their synergistic benefits. Some of these combination herbs include ashwagandha and rhodiola for stress, saw palmetto and lycopene for prostate support, and berberine and milk thistle for metabolism.

“Multi-ingredient nootropics and longevity formulas (e.g., NMN + resveratrol) also align better with modern men’s preferences for holistic, all-in-one solutions,” Swaroop said. “That said, single herbs still excel for targeted, high potency needs (e.g., curcumin for inflammation or fenugreek for testosterone). The ideal approach? A combination of well-researched multi-ingredient supplements for daily health, supplemented with single herbs for specific concerns.”

According to Anthonavage, Fadogia agrestis, a traditional shrub from Nigeria, has garnered a lot of attention in the industry for its potential impact on male hormone health.

“It’s showing promise in supporting testosterone levels and libido and is frequently stacked with tongkat ali in test-boosting formulations,” Anthonavage explained. “Although it has gained momentum through fitness podcasts and influencer endorsements, its clinical validation is still in early stages.”

McDonagh observed a strong emphasis on natural solutions that address specific concerns, such as healthy aging, sexual vitality and testosterone support. In response, ingredient technologies are harnessing natural components with “unprecedented effectiveness.”

“For example, traditional cortisol-lowering supplements have been around for a long time. But men’s health brands can now move ahead of the competition with science-backed ingredients that do more, and do it better,” McDonagh said. “Health-conscious men are drawn to products that reflect this broader understanding of men’s health.”

The Latest Ingredients

There is a wide variety of branded ingredients that can be used for men’s health products.

BLS’ RiaGev-M is a next generation formulation designed specifically for men who want to take charge of their energy, stress and overall well-being, without compromise. This patented complex blends D-ribose and vitamin B3 (nicotinamide) into a powerful, clinically studied formula designed to naturally lower cortisol levels in shorter amounts of time without side effects, McDonagh explained.

“RiaGev-M helps guys maintain healthy testosterone levels, improved libido and better-quality sleep. Men will feel the difference, which supports brand loyalty,” McDonagh said. “It is versatile enough to be used in a stand-alone men’s health product or included in existing formulations. It also complements other known botanicals and bioactives in this space.” Saw palmetto has been used for decades, but not all extracts are created equal. The efficacy of saw palmetto is entirely dependent on the right profile of free fatty acids and sterols. Valensa’s extract, USPlus, is the only one verified by the U.S. Pharmacopeia (USP) and is clinically shown to improve urinary flow, reduce nighttime urination and enhance quality of life, Palaniswamy said.

Cepham’s portfolio include numerous ingredients for men’s health such as Furosap, Prosprune, Testncrease and Cocoteanol. Nitrosigine is Nutrition21’s patented complex of bonded arginine silicate and is a superior nitric oxide booster that has been shown to rapidly boost nitric oxide production in the body. It was originally marketed for sports nutrition but has since expanded to various other categories.

“As a unique, patented form of arginine, Nitrosigine is shown to be potent—requiring only 1.5 g to be effective (compared to 6-9 g typically of arginine) and works quickly—delivering a significant nitric oxide boost within two hours,” Kwik-Uribe explained. “By rapidly boosting nitric oxide, Nitrosigine supports whole body optimization, lending support to key areas like physical performance, sexual health, cognition and cardiovascular health—all important in men’s health.

LPLDL is a patented, science-backed probiotic from ProBiotix Health, and is based on the naturally occurring probiotic strain Lactobacillus plantarum and prevents a unique opportunity for a wide range of dietary supplement formats, Davies explained. “Independent human intervention studies have shown that daily intake of LPLDL has a positive impact on multiple cardiometabolic health biomarkers, including total LDL and HDL cholesterol, apolipoprotein B, triglycerides and blood pressure,” Davies explained.

Gencor’s Tesnor is a proprietary blend of cocoa (Theobroma cacao) and pomegranate peel (Punica granatum). It is a standardized and IP-protected testosterone-boosting extract that increases intracellular testosterone production and in-vitro studies show it inhibits aromatase activity, according to McNamara.

“It also demonstrated the ability to aid in muscle strength and growth in young males, while another study significantly improved age-related male symptoms,” McNamara said. “Daily doses of Tesnor have been clinically shown to improve testosterone levels and reduce Aging Male Symptoms Scores (AMS). Most recently, Tesnor was shown to support sexual health for men aged 40 to 70, including increased libido, improved psychological well-being, enhanced muscle strength and overall quality of life.”

Kaneka’s Ubiquinol assists in promoting health throughout men’s adult lifespan including reproductive health, cardiovascular health and healthy aging. Ubiquinol is the antioxidant form of CoQ10, exists in every cell and can neutralize free radicals before they cause damage. It is also part of the electron transport chain and is important in the cellular energy process in mitochondria, Olivadoti explained.

“Natural ubiquinol levels decrease with age and are lower in those with conditions marked by high oxidative stress and cannot be replenished by diet alone. As the body ages, it is also less able to convert ubiquinone to ubiquinol,” Olivadoti said. “However, studies have demonstrated that supplementing with Kaneka Ubiquinol allows for direct absorption and restoration of healthy levels of ubiquinol in the blood. Thus, supplementation of ubiquinol can assist in replenishing healthy blood levels as they decline with age, thereby supporting and promoting healthy aging in men.”

For Manufacturers

“First impressions can shape customer loyalty. Men are seeking credible, results-driven solutions. As more men’s health players enter the space, if your brand doesn’t clearly stand out from the beginning—with trusted ingredients and targeted, research-backed benefits—you risk being overlooked. Commodity-based formulas simply aren’t enough,” McDonagh said.

“Building trust and satisfaction with consumers is a must. Supplement manufacturers need to prioritize ingredient transparency and utilize ingredients backed by clinical evidence in order to create successful men’s health products that are safe and effective,” Kwik-Uribe added.

Swaroop agreed with McDonagh and Kwik-Uribe, adding bioavailability is critical and enhanced formulas like fermented herb or liposomal delivery should be utilized. It is crucial to focus on core men’s health concerns such as longevity, performance and hormonal balance while ensuring safety and efficacy.

“Today’s consumers want science-backed, transparent formulations that align with holistic wellness trends—think ‘all-in-one’ solutions paired with digital health tools. Avoid overhyped ingredients; instead, build trust with third-party testing and sustainable sourcing,” Swaroop said.

Anthonavage also agreed, adding today’s ingredients not only target hormonal health, but also extend to cognitive health, metabolic resilience, exercise recovery and longevity. Forward-thinking brands must leverage clinically validated, multifunctional ingredients to meet modern male consumer expectations.

“Consumer trends and differentiation are paramount to capturing market share. Stay aware of what’s hot but filter based on evidence,” Anthonavage said. “Emerging ingredient interest for men will do better in some cases if married to other categories like libido, cognition, stress management, hormone balance and sleep for unique angles of attraction to your brand. This paves the way for better marketing and storytelling.” NIE