Packaging trends in supplements & sports nutrition: What 2025 looks like

The supplement industry doesn’t stand still, and neither does its packaging. In 2025, we’re seeing exciting shifts that go far beyond shiny labels and resealable zippers. Whether it’s for gummies, powders, softgels, capsules, or tablets, packaging has become a key player in how brands compete, communicate, and connect with their customers. And to help you with that, we’ve tried to summarize what’s shaping the future of supplement packaging this year. In short, this is what we found:

• 🔄 Sustainability on the rise: Circular, measurable and far beyond just “recyclable”, sustainable packaging is going all-in.
• 📦 Small formats, big impact: Single-serve is surging, meeting the demand for on-the-go nutrition with smart, snackable formats.
• ✨ “Premiumisation” through design: Packaging is now a brand experience. Sleek, tactile, and tailored for shelf appeal and consumer trust.
• 📲 Smart packaging, smarter brands: QR codes, NFC, and digital touchpoints are turning packaging into an interactive brand asset.
• 📋 Compliance meets clarity: Stricter rules call for smarter labels: clear, compliant, and still conversion-driven.

1. Sustainability on the rise

Let’s face it: eco-talk is no longer just a nice-to-have. In 2025, sustainable packaging has matured into a strategic requirement. Brands are moving beyond “recyclable” claims and investing in truly circular packaging systems. Think mono-material pouches for powders, bio-based bottles for capsules, and compostable sachets for single-serve formats.

We’re also seeing a shift from generic green claims to measurable impact. Life Cycle Assessments (LCAs) are becoming more common, helping brands back up their sustainability stories with hard data. For us as a packaging partner, this means thinking proactively about material choices, local sourcing, and smarter production runs.

2. Small formats, big impact

Convenience has always been king, but in 2025 it’s ruling with even more authority. Single-serve sachets, stick packs, and mini jars are not only taking over the shelves, but also gym bags. Whether it’s pre-workout powders in daily pouches or travel-sized gummy packs, portability is now a priority across nearly every category.

For brands, this opens up fresh opportunities: trial-size formats for sampling, limited editions to test new flavors, and bundles tailored for specific goals (E.g., “7-day detox” or “5-day performance booster”).

3. “Premiumisation” through design

Packaging has officially earned a seat at the branding table. More than ever, consumers are judging your product by its packaging, and they’re expecting more than function. We see that clean aesthetics, tactile finishes, and bold but minimal design language are becoming increasingly more important than previous years.

For capsules and tablets, we’re seeing a rise in high-end jars with UV-protective glass and embossed lids. Gummies and softgels are often housed in clear, matte-finished bottles that emphasize transparency, literally and figuratively. Even powder tubs are getting sleeker, with custom lids, printed seals, and stackable shapes that add to shelf appeal (and not to forget: storage efficiency).

4. Smart packaging, smarter brands

2025 is also the year tech quietly enters the supplement aisle. QR codes are being used more creatively: not just to send customers to a landing page, but to unlock usage guides, batch-level quality info, and even loyalty rewards.

Some brands are also piloting NFC tags and connected caps, bridging the gap between physical products and digital ecosystems. While not (yet) mainstream for all, this tech is especially relevant for premium lines or high-investment stacks.

5. Compliance meets clarity

With regulations tightening across markets, from Nutri-Score in the EU to FDA guidance updates in the US, labels need to do more heavy lifting without overwhelming the consumer. That’s pushing brands toward smarter layouts, layered labeling (peel back labels), and better use of iconography.

For multi-ingredient formulas, especially in sports nutrition, this is a balancing act. The packaging has to inform, reassure, and still sell. That’s why our team works closely with clients to find that sweet spot between compliance and clarity, without sacrificing design.

Final thoughts

In 2025, supplement packaging is no longer just about protecting the product, it’s part of the product experience. From eco-smart formats to design that elevates your brand, packaging plays a critical role in consumer choice, loyalty, and perception.

At NutraPack, we don’t just follow trends: we help you stay ahead of them. Whether you’re launching your first line or scaling up, we’ve got the tools (and the tubs) to make it happen.

Let’s create packaging that performs. Ready when you are.