According to The Vitamin Shoppe’s 2025 Health & Wellness Trend report, searches for NAD+ have skyrocketed nearly 500% year-over-year, and the cellular health and healthy aging category grew 91% in Q1 — with NAD+ products accounting for 90% of that growth. But what exactly is NAD+?
This new longevity supplement is taking over collagen in 2025, surging a new interest driven by a mix of curiosity and practical wellness goals. Brittany Michels, Registered Dietitian with The Vitamin Shoppe, says consumers today are looking for new ways to support energy, recovery, and healthy aging — and NAD+ could be the answer as a key molecule connected to all three.
Here’s what she shared about this emerging new supplement, what it does, and how everyone could benefit from adding it to their wellness routine.
Understanding NAD+
NAD+ can be thought of as a “key helper” in your cells. Without enough of it, your body can’t make energy as well, leading you to slow down.
“NAD+ is a molecule that exists naturally in every cell of your body and works to drive the key processes that turn nutrients into usable energy, support your metabolism, and help repair and maintain cells,” says Michels. “Without enough NAD+, these activities slow down, leaving you feeling lower in energy and making it harder for your cells to stay healthy as you age.”
According to Michels, NAD+ has gained lots of attention in the realm of wellness and longevity because research suggests that maintaining healthy levels of NAD+ can support healthy energy levels, metabolism, and even the natural repair processes in your body as you age.
The recent interest in NAD+ isn’t because it’s new, as scientists have studied it for decades. Instead, Michels says the surging interest is more so because more people are becoming aware of its role in energy, recovery, and healthy aging.
“Increased media coverage, wellness influencers, and the availability of NAD+ products have made it a visible part of the conversation around cellular health and longevity. Consumers are paying attention now because NAD+ is easy to connect to things we care about — feeling more energetic, recovering faster, and supporting long-term health,” she says.
What does NAD+ actually do to your body?
If you’re curious about trying NAD+, Michels recommends starting by focusing on quality and realistic expectations.
“Many people report feeling improvements in energy, focus, and recovery, but these are largely based on individual experiences,” she says, noting that research supports the idea that “NAD+ is proven to support essential cell functions,” which suggests NAD+ helps with these everyday boosts. However, “more research is needed to fully confirm these everyday benefits in humans.”
Some people may choose to take NAD+ precursors such as NR or NMN, which are easier for the body to absorb and convert to NAD+ in the body when taken orally. “If you want to support your NAD+ levels effectively, look for NR or NMN in forms designed for better absorption — like liposomal or sublingual — rather than taking standard oral NAD+, which your body absorbs less efficiently.”
It’s also important to remain realistic as you start new wellness supplements. “NAD+ and its precursors don’t provide an instant energy boost; they work gradually to support cellular health, and pairing supplementation with balanced nutrition, regular exercise, adequate sleep, and stress management helps maximize benefits,” Michels stresses.
Who should care about NAD+
While NAD+ supplements were once popular only with biohackers and longevity communities, Michels says adoption is now expanding across a wider range of ages and lifestyles.
“People in their 30s and 40s are interested in supporting energy and recovery, while older adults may be looking for ways to support cellular health and healthy aging. Even younger adults and wellness-focused consumers are exploring NAD+ for energy, focus, and overall vitality,” she shares.
Unlike other anti-aging supplements, NAD+ works at the cellular level. “While supplements like collagen or antioxidants often target specific tissues —like skin, joints, or reducing free radical damage — NAD+ supports the fundamental processes inside every cell, including energy production, metabolism, and repair. It’s a more systemic, internal approach to healthy aging rather than focusing on one visible aspect of the body.”
The rise of cellular wellness
The rising interest in NAD+ as a cellular health supplement represents a broader shift in how people are thinking about aging.
People are not just interested in treating symptoms, but are interested in supporting the body at a cellular level. This mindset shift will likely shape wellness routines for years to come, making cellular health a central part of how we approach aging and everyday energy. Over the next five years, Michels expects the interest in cellular wellness and supplements like NAD+ to contintue to grow, influencing how people approach healthy aging, daily vitality, and recovery.
