For years, the men’s health category was narrowly defined—protein, performance, and pre-workout. But the male consumer is evolving, and the products he reaches for now tell a more nuanced story.
From brain-boosting nootropics to gut-friendly bars, plant-based hydration to longevity sticks, men are now key players in the fast-growing market of functional foods and dietary supplements. And they're not just buying more, they're buying smarter, earlier, and with new priorities in mind.
At Compass Marketing, we help health and wellness brands interpret cultural shifts and transform them into commercially effective strategies. This Men’s Health Month, we’re diving into the rise of functional wellness for men and how CMOs can stay ahead of the curve.
What’s Driving the Surge in Demand?
Let’s start with the data. Functional foods and supplements tailored to men are growing at an accelerated rate.
● The U.S. men's health supplement market is projected to reach $158.1 billion by 2033, growing at a CAGR of 9.5%from 2024 to 2033.
● 49% of men report taking supplements (compared to 68% of women). However, the gap is narrower among younger adults (age 18-34), with 52% of women and 48% of men reporting usage.
● Google searches for “men’s gut health,” “adaptogens for men,” and “men’s hormone balance” have all more than doubled since 2022.
The takeaway: men aren’t just buying whey protein anymore, they’re seeking targeted support, informed by science and inspired by a culture that is redefining health.
What’s Driving the Shift?
Today’s male supplement consumer looks nothing like he did a decade ago, here’s what’s fueling the transformation.
1. A More Educated Consumer
Men are self-educating via YouTube, Reddit, TikTok, and podcasts. Influencers like Andrew Huberman and Dr. Mark Hyman have normalized in-depth discussions on testosterone, cold plunges, nootropics, and gut health.
● Huberman Lab podcast averages 1.4million views per episode, with a predominantly male audience.
● Over 60% of men say they trust health content from influencers more than traditional advertising.
2. Performance Beyond the Physical
For many modern men, the goal isn’t just to bulk up—it’s to sharpen focus, reduce stress, and stay sharp in demanding careers and busy lifestyles.
● “Mental performance” is now cited as the #1 reason men buy supplements, surpassing muscle gain.
● Brands like Onnit have tapped into this mindset, with Alpha Brain becoming a top-selling nootropic.
3. The Normalization of Holistic Health
Once seen as “soft,” practices like mindfulness, sleep hygiene, plant-based eating, and gut health optimization are now embraced by male consumers.
● 45% of men aged 30–50 say they actively monitor their sleep quality and/or digestive health.
● Functional brands like AG1 (Athletic Greens) and Kion use this trend to offer daily, whole-body wellness stacks.
Meet the New Priorities in Men’s Functional Nutrition
What men want from functional foods and supplements is shifting. These are the core areas CMOs need to understand:
1. Cognitive Clarity & Focus
● Ingredients: Lion’s mane, L-theanine, Rhodiola, Omega-3s
● Brand Example: AlphaBrain by Onnit – a supplement backed by clinical research, marketed for peak performance, especially among entrepreneurs and athletes.
● CMO Insight: Messaging should highlight focus, confidence, and productivity—language that resonates in professional and athletic environments.
2. Hormonal Balance & Vitality
● Ingredients: Ashwagandha, zinc, tongkat ali, vitamin D
● Brand Example: Hone Health– a telehealth platform combining diagnostics with curated supplements for testosterone optimization.
● CMO Insight: This is a sensitive area. Use medical-grade authority and accessible language, avoiding fear-based tactics.
3. Gut Health & Immunity
● Ingredients: Probiotics, prebiotics, fermented botanicals
● Brand Example: Seed– their DS-01™ probiotic is marketed with sleek design, clinical transparency, and gender-inclusive messaging.
● CMO Insight: Gut health is the gateway to everything else, highlight scientific credibility and lifestyle integration.
4. Sleep, Stress & Recovery
● Ingredients: Magnesium, GABA, Reishi, melatonin alternatives
● Brand Example: Beam– a sleep-focused brand using CBD and adaptogens, now promoted by male athletes and business influencers.
● CMO Insight: Emphasize recovery as power, not passivity, appeal to ambition and resilience.
Three Strategic Imperatives for Brand Leaders
To win with male consumers in the functional wellness space, brand leaders must rethink how they educate, engage, and empower—striking the right balance between credibility, convenience, and aspiration.
1. Educate Without Overwhelming
Men are curious, but many still feel under-informed when it comes to nutrition and supplementation.
● Brands like Ritual and Hims excel at using clear, benefit-first language, avoiding jargon while reinforcing scientific credibility.
● Tip: Make education part of the product experience, from packaging to content marketing to email flows.
2. Use Formats That Fit into Men’s Routines
Functional doesn’t mean fussy. Stick packs, gummies, and ready-to-drink formats win when they align with daily habits.
● First Person offers nootropic capsules in minimalist, masculine packaging—designed to fit into a “stack.” Products designed to "fit into a stack" are made to be easily integrated into a user's existing regimen of cognitive-enhancing supplements.
● Magic Mind is a two-ounce brain-boosting shot men can take with coffee.
The form factor should feel like a performance tool, not a chore.
3. Shift the Focus From “Fixing” to “Fueling”
The most successful messaging frames functional products not as remedies, but as enhancers, aiding focus, energy, or mood without implying something’s wrong.
● Tenzo Tea, for example, markets matcha as the “clean energy choice” for ambitious people not as a caffeine alternative.
● Eight Sleep sells sleep optimization as a way to gain a competitive edge, not just prevent burnout. Men want to feel empowered, not diagnosed.
Looking Ahead: Where the Market Is Going
Men are not just buying supplements, they’re building systems. They’re experimenting, investing, and expecting more from the brands they let into their daily lives.
● While the U.S. has a strong existing market for men’s health supplements, China and India are projected to expand significantly due to their increasing populations, heightened health awareness, and substantial rise in disposable income.
● Functional snacks and beverages aimed at male-specific needs (e.g., testosterone support, anti-inflammatory ingredients) are on the rise.
● Expect new launches in “mind-body sticks”, combining adaptogens, nootropics, and minerals in daily systems.
At Compass Marketing, we help health and wellness brands navigate these cultural and behavioral shifts to build smarter, more relevant strategies. If your brand is ready to enter or evolve in this space, let’s talk.
Lynda is a consumer marketing expert with a track record of successful U.S. and global product launches. She has created new product innovations across consumer wellness, from personal care to digital health. She is a founding partner of Compass Marketing.
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