NAD+ Market Faces Reality Check Amid Declining Purchases

The NAD+ supplement market is experiencing a significant shift, marked by a stark decline in consumer purchasing despite increasing scientific interest. Data from Amazon reveals that shopping searches for NAD+ plummeted by 80% between late 2024 and mid-2025, indicating a growing sophistication among consumers regarding longevity supplements.

Rising Scientific Interest Contrasts with Falling Purchases

While searches for “NAD” have surged, reflecting a sustained fascination with its biological role, the purchasing data tells a different story. Monthly Google searches for “NAD Supplement” dropped from 202,838 in November 2024 to 105,527 by August 2025, a decline of 48%. Amazon data corroborates this trend, with searches for NAD+ products falling from nearly 900,000 in December 2024 to just 150,000 by June 2025. This downturn signals a critical consumer shift, where curiosity about the science does not translate into purchasing behavior.

Further analysis shows that these purchase-intent searches did not recover during the traditional buying season, reaching only 153,501 in September 2025—still 24% below previous peaks. The post-holiday period revealed a stark disconnect: while “NAD Supplement” searches dropped 43% after New Year’s, generic “NAD” searches declined only 16% before rebounding to new highs by April 2025.

Phases of Consumer Sentiment: From Curiosity to Realism

The evolution of consumer sentiment regarding NAD+ supplements can be categorized into three distinct phases.

**Phase 1: Early Curiosity (2021-2023)**
The NAD+ conversation began with cautious exploration. Early users shared positive experiences but maintained skepticism about absorption and efficacy. Questions about mechanisms and potential risks were prevalent.

**Phase 2: Peak Polarization (2024)**
In 2024, NAD+ gained mainstream traction. IV bars proliferated, and the conversation became polarized. Supporters touted transformative benefits like renewed energy and improved sleep, while skeptics dismissed the product as ineffective and overpriced.

**Phase 3: Maturing Realism (2025)**
Currently, the discussion around NAD+ reflects a more informed perspective. Users are now sharing detailed protocols, including stacking with precursors like NMN and NR, and acknowledging that injection or IV administration may be more effective than oral supplements. As consumers become more educated, they are also more critical of the benefits, recognizing that effects may vary based on individual health conditions and age.

The market is witnessing a widening gap between research interest and purchasing decisions, as informed consumers increasingly conduct thorough research before making purchases.

Market Implications and Future Outlook

This evolving landscape presents significant implications for both manufacturers and consumers. For manufacturers, the era of easy sales based on anti-aging promises has ended. Companies must now improve their price-value propositions, focus on bioavailability, and provide robust clinical evidence for their products.

Consumers are empowered in this maturing market, benefiting from a wealth of information about the limitations and benefits of NAD+. They are also exploring alternatives such as precursors, IV administration, and lifestyle changes.

As the NAD+ market settles into a more realistic role within the wellness landscape, the lessons learned from its rapid rise and subsequent reassessment are crucial. The current trajectory suggests a sustainable future for NAD+ supplementation, emphasizing the need for proven clinical benefits and improved value propositions.

In conclusion, the NAD+ market’s transition from explosive growth to cautious realism highlights a maturation process rather than a failure. Consumers are now more discerning, seeking to understand the science behind their purchases rather than simply chasing trends. This pragmatic approach may ultimately serve both the industry and consumers better, fostering a smaller but more informed market built on realistic expectations and evidence-based protocols.