• MunchMetrics
  • Posts
  • NAD Supplements: The $873M Anti-Aging Craze

NAD Supplements: The $873M Anti-Aging Craze

From Harvard scandals to market domination.

Silicon Valley has a new obsession, and this time it's not another social media app or AI chip — it's a coenzyme called NAD. These three letters are printed on bottles selling for up to $120 on Amazon, promising everything from better aging to increased energy.  And there's actual science behind it.

The global NAD supplement market hit $494 million in 2024, and, according to Verified Market Research, it's projected to reach $873.4 million by 2031. Another report from GM Insights confirms similar numbers, projecting 13% CAGR from 2022 to 2030. 

But before you start reaching for your wallet, let's look at what NAD actually is. Nicotinamide adenine dinucleotide (NAD) is an enzyme our bodies need for basic functions like converting food into energy and repairing DNA. And our NAD levels drop as we age. That’s why we are all in a desperate need of supplements that can boost it.

Disclaimer: I discovered this trend using Exploding topics (I am an affiliate and a long-time fan of this tool), which has become my go-to resource for uncovering under-the-radar opportunities. While the tool doesn’t provide the research that comes with my newsletter, if you're into finding even more trends in all the fields, this tool is definitely worth a look. 

Table of Contents

Current state and financial opportunities

A quick look at Amazon's top sellers tells an interesting story. TRU NIAGEN, the market leader, has over 13,000 reviews and shows a "30K+ bought again" badge. With prices ranging from $25.99 to $119.95 per bottle, this market segment is clearly profitable enough to attract multiple competitors.

Looking at Amazon's current top sellers reveals an interesting pattern. ChromaDex's TRU NIAGEN, produced by a global bioscience company, dominates the market with over 13,000 reviews. But here's what's more interesting: their "30K+ bought again" badge. When consumers repeatedly buy a supplement priced between $40-120, that's a strong signal of either effective marketing or actual results — or both.

The science behind NAD+ supplements opens multiple revenue streams. While direct-to-consumer sales through Amazon and specialty stores form the backbone of current revenues, clinical applications are emerging. Companies like ChromaDex have secured 275+ research agreements at 200+ institutions across 30+ countries, building both scientific credibility and potential new markets.

But quality and legitimacy vary significantly in this space. Take Reus Research, for example. Their Amazon listing shows impressive sales, but a closer look reveals some questions. The company employs just 5 people, according to LinkedIn, mostly based in Belarus, which raises questions about their capacity for the extensive testing and quality control needed for U.S. market supplements.

Then there's Life Extension, operating since 1980 with almost 500 employees. They use ChromaDex's patented NIAGEN® in their products, suggesting a focus on proven ingredients rather than mysterious "proprietary blends." This demonstrates two viable paths in the market: innovate with patents and research like ChromaDex, or partner with established players to create trusted products.

The investment opportunities aren't limited to supplements. The broader anti-aging market shows impressive segmentation, according to Precision Business Insights:

  • UV Absorbers

  • Anti-Wrinkle Products

  • Dermal Fillers

  • Botox

  • Anti-Stretch Mark Products

NAD+ supplements could potentially integrate with any of these categories, creating new product lines and market opportunities.

NAD+ supplements: key players and controversy

The NAD+ supplement market has its share of scientific breakthroughs, questionable claims, and one particularly interesting Harvard professor who might remind you of Elizabeth Holmes — minus the deep voice and black turtleneck.

A search for "NAD+ supplements" on Amazon returns hundreds of results. And for the sake of simplicity of this report let’s analyze the top 5 search results and figure what’s actually in their bottles and whether or not you can take one of those top 5 spots easily and beat the competition. 

Let's start with the science: NAD+ levels can be increased through several proven and supposedly most efficient methods:

  • Nicotinamide Riboside (NR) — with ChromaDex's NIAGEN being the only patented form, which studies show can effectively boost NAD+ levels

  • Exercise and strength training — research demonstrates this increases NAMPT, a key enzyme in NAD+ production

  • Fasting — studies indicate caloric restriction leads to increased NAD+ through enhanced conversion of precursors

  • Nicotinamide Mononucleotide (NMN) — while research shows it can raise NAD+ levels, it now requires FDA approval as it's classified as a drug

Additional research suggests that NAD+ can also be produced through:

  • The Preiss-Handler pathway (using niacin)

  • The salvage pathway (using nicotinamide)

  • The de novo pathway (using tryptophan)

Here's what's actually in those top-selling Amazon products:

Let's start with the serious players. ChromaDex mentioned above leads the pack with their patented NIAGEN (nicotinamide riboside). They've built credibility through 150+ peer-reviewed publications and 25+ clinical studies

Subscribe to keep reading

This content is free, but you must be subscribed to MunchMetrics to continue reading.

I consent to receive newsletters via email. Terms of Use and Privacy Policy.

Already a subscriber?Sign In.Not now