Five Wellness Categories Private Label Manufacturers Should Be Tapping Into

From clean skincare on vanity shelves to functional snacks in shopping baskets, wellness is no longer just a trend, it’s becoming a daily priority for millions of consumers.

More people are actively seeking products that help them feel better, look better and live well. And the momentum is only building. The GCC health and wellness market is expected to reach $118.6 billion by 2032 and globally, the wellness category is expected to reach $9 trillion by 2028, expanding well beyond food into how we move, sleep, age and feel.

This shift has made wellness one of the most dynamic and opportunity-rich spaces for innovation and private label brands are well placed to respond.

1. Vitamins and Supplements

This category continues to see strong demand, with more consumers looking for personalised solutions to support their everyday health. From adaptogens for stress to probiotics for gut health and collagen for skin and joints, the interest in functional, evidence-backed supplements is rising. Private label brands have an opportunity to offer clean, targeted and affordable options that deliver meaningful benefits.

2. Healthy Snacks and Superfoods

Snacking is evolving, not disappearing. Today’s consumers are choosing smarter snacks: protein-rich, nutrient-dense and often with added functional benefits like focus, energy or immune support. Private labels can stand out with products that balance convenience, health and taste, such as superfood bites, plant-based bars and gut-friendly snacks.

3. Personal Care and Clean Beauty

Beauty is no longer just skin deep. Consumers are looking for products that make them look good and feel good, with a strong focus on natural, non-toxic and sustainable choices. Private label brands that offer transparent ingredients, eco-conscious packaging and plant-based formulas can gain trust and loyalty in this rapidly growing category.

4. Functional Beverages

Drinks are doing more than quenching thirst. Consumers are turning to functional beverages that support energy, focus, digestion, immunity and relaxation, all without added sugar or artificial ingredients. From adaptogenic teas to vitamin-infused waters and probiotic shots, the category is growing fast.

Private label brands can tap into this demand by offering drinks that combine convenience, flavour and wellness benefits in one grab-and-go format.

5. Wellness-led Baby Care

Today’s parents are more wellness-conscious than ever and that extends to the products they use for their children. There's rising demand for gentle, natural and non-toxic baby care, including skincare, wipes, nappies and baby nutrition options made with clean ingredients and sustainable practices. Private label brands that prioritise safety, transparency and softness can win trust with modern families looking for better everyday essentials for their little ones.

1. Deva Nutrition A.S.

A pioneer in vegan and vegetarian supplements, this US-based brand produces high-quality vitamins and minerals at FDA-regulated, GMP-certified facilities. All products are 100% vegan and registered with the Vegan Society. With growing international reach, Deva offers clean-label solutions tailored to wellness-driven consumers.

2. UrbanDiet

Built on a foundation of high-protein, low-sugar and low-carbohydrate foods, this company collaborates with over 30 trusted European manufacturing partners. Together, they create innovative snack and bakery products that meet evolving nutritional standards. UrbanDiet is focused on offering tasty, functional solutions that support balanced lifestyles.
Featured product: High-Protein, Low-Carb Snack Bars

3. Chiara Ambra

Rooted in German skincare expertise, this brand combines plant-based extracts, vitamins and scientifically backed actives to create targeted treatments. Its mask range is developed for modern consumers who want results without complexity. Chiara Ambra stands out for clean formulations and a focus on anti-ageing, hydration and skin wellbeing.

4. Nawon

By using real fruit and no concentrates, this Vietnam-based brand offers a healthier take on tropical drinks. The company is committed to delivering delicious, nutritious beverages that support everyday wellness. With a farm-to-bottle approach, Nawon is capturing attention in the growing functional drinks space.

5. Enka Hijyen

Designed with both wellness and sustainability in mind, this hygiene brand produces plant-based diapers and gentle wipes free from alcohol and parabens. Backed by decades of industrial experience and modern production facilities, Enka Hijyen brings safe, eco-conscious baby care to the private label sector.