NAD Supplements: The $873M Anti-Aging Craze

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

• NAD+ supplements: key players and controversy

• NAD Supplements: Benefits and drawbacks

• How to navigate this trend and why should you care …

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. 

ChromaDex’s TRU NIAGEN leads sales with their patented ingredient. ChromaDex’s robust patent portfolio protects NR (nicotinamide riboside) and other NAD+ precursors, so they are basically the only ones who are licensed to sell NR.

Their formula is straightforward: NIAGEN (nicotinamide riboside), Microcrystalline cellulose, Hypromellose capsule, Vegetable magnesium stearate.

Life Extension, operating since 1980, has nearly 500 employees and a transparent supply chain, takes second place. Their co-founder, William Faloon, has an interesting background - he started as a mortician before deciding to focus on extending lives rather than handling their end. His company has donated over $200 million to research through the Biomedical Research & Longevity Society. NAD supplement by Life Extenstion also uses legitimate ingredients: NIAGEN® Nicotinamide Riboside Chloride (300 mg) (so they obviously have to deal with ChromaDex on that). And a proprietary blend with clearly listed ingredients like resveratrol, galactomannans and quercetin. 

But then we see brands like Maripolio selling "Liposomal NAD+" with no website, no LinkedIn presence, and no way to verify their manufacturing processes. They list "NAD+" directly as an ingredient - which is scientifically questionable since NAD+ itself isn't absorbed well by the body. 

The analysis of this second quite well researched NAD precursor, NMN, led me to an interesting character in the NAD story — Harvard's Dr. David Sinclair. Some years ago he made a name for himself in the anti-aging community by promoting resveratrol as some holy grail of eternal youth. While doing so, he managed to sell later debunked research on this compound to GSK for $720M.

Later, he co-founded the company called Metro International Biotech LLC, which now develops a proprietary form of β-NMN called MIB-626, following a pattern of research commercialization similar to the Resveratrol story.  With that came the podcast appearances, the media tours, and finally, an attempt to push the FDA to categorize NMN as a drug. The controversy led to his resignation as president of the Academy for Health and Lifespan Research.

NMN, these days, is technically illegal to be sold as supplement boosting NAD, since the FDA now classifies it as studied as a drug and therefore excluded from the supplements list. That’s why you can see dozens of grifters selling something called “NMNH” on Amazon — as far as my understanding goes, it’s basically NMN with two hydrogen atoms added to the formula.

This ingredient and manufacturer analysis reveals a clear division in the market where there’s definitely room for good businesses:

1. Research-backed products legitimately using proven NAD+ precursors

2. Companies riding the trend with questionable ingredients

3. Potentially illegal products still selling NMN as supplements

NAD Supplements: Benefits and drawbacks

The science behind NAD supplements is actually quite strong — which is rare in an industry where most "miracle" supplements have less evidence backing them than your average dropship store on TikTok.

Studies from PMC show NAD is crucial for many enzymatic reactions, including energy production and cellular signaling. It acts as a substrate for enzymes involved in DNA repair and metabolism. This scientific backing helps explain why consumers are willing to pay premium prices for these supplements.

The decline in NAD levels as we age isn't just marketing speak — it's a documented biological process. And boosting these levels back up appears to have real effects. One 12-week study on Japanese adults found that taking soymilk-okara powder with NAD precursors led to a 0.9% reduction in body fat and 0.6 kg increase in muscle mass.

But before you start stockpiling NAD supplements, let's talk about the drawbacks. First, not all NAD supplements are created equal. The supplement industry's lack of regulation is another significant concern. While companies like ChromaDex invest in research and quality control, many brands selling NAD+ supplements operate in a regulatory gray area. Quality control is particularly crucial because some forms of these supplements, if improperly manufactured, could potentially cause harm, both financial and physiological.

How to navigate this trend and why should you care?

The anti-aging market is expected to hit $120.4 billion by 2032, and NAD supplements are positioning themselves for a significant slice of that pie. Within this massive market, these are sitting at an interesting intersection of scientific research and consumer demand.

Looking at market segments from Precision Business Insights, the anti-aging industry breaks down into: UV Absorbers, Anti-Wrinkle Products, Dermal Fillers, Botox, Anti-Stretch Mark Products. Each segment presents opportunities for NAD+ integration. The market growth is supported by solid trends: aging population, increasing disposable income, and growing health awareness.

The appeal is clear - potentially boosting levels of a crucial molecule that naturally declines with age, supported by actual scientific research. But with questionable products flooding Amazon and even a Harvard professor controversy, how do you know if these pricey pills are worth your money?

Know if NAD supplements might be right for you:

• You're interested in anti-aging support

• You're over 40 (when NAD levels typically decline)

• You have the budget for premium supplements

• You've already optimized basics (diet, exercise, sleep)

• You're NOT taking medications that affect DNA repair

What to look for when buying:

• Patented forms like NIAGEN (only extensively proven form of NR with no conspiracy theories)

• Third-party testing certificates

• Clear listing of precursor type (NR vs. others)

• Avoid products listing "NAD+" directly as ingredient

• Steer clear of "NMNH" products (potentially illegal)

Save money while exploring NAD:

• Start with smaller bottles to test response

• Look for subscribe-and-save options

• Compare price per serving, not bottle cost

• Consider natural NAD boosters first (exercise, fasting)

• Watch for sales from established brands

Smart usage tips:

• Start with recommended dose (don't exceed it)

• Take consistently at the same time daily

• Allow 4-8 weeks to evaluate effects

• Store properly in cool, dry place

• Watch for unusual effects: nausea, fatigue, headaches

One thing's certain - while NAD supplements show promise for aging support, they're a significant investment. Stick with reputable brands using proven ingredients, and remember that supplements work best as part of a comprehensive healthy lifestyle approach and DNA changes is just one of the hallmarks of aging.