The Game has Changed

The game has changed

The game has changed. That doesn’t mean everything that came before was wrong. It means the supplement environment isn’t the same as it was.

In 2025, customers started moving differently. They didn’t just want results. They wanted to understand what they were buying, why it worked, and whether it deserved their trust.

Holding ground while standards rise

Throughout the year, we saw more requests for ingredient breakdowns, sourcing information, manufacturing detail, and independent verification. Customers weren’t rejecting hardcore products. They were asking for accountability alongside them.

Third Party Testing

Responding to repeated requests, we began to introduce third party testing on selected products, including bestsellers such as Tesofensine, Bromantane and 9-MBC. These had specifically been identified as candidates precisely because of seeing unfounded claims that they may not contain the active ingredient at the dose shown (as you can see, all three actually exceeded their label claim comfortably.

New Technologies and Ingredients

More than just third party testing though, we have implemented various changed to business processes behind the scenes which will see a gradual rollout of significant changes both in the products we sell, but also the technology used to create certain products. Our latest Predator Nutrition supplements, Super Green Tea and Ashwagandha Elite are examples of utilising technologies unavailable to 99.9% of supplement companies to create two products which both represent world firsts in unlocking the full potential of these two ingredients with references to back it up.

Even more exciting are some of the innovations Hydrapharm is working on to create products that push the boundaries of what is possible.

Community Testing and Sampling

Another thing you can expect in 2026 is the expansion of Predator's outreach on Reddit by creating a community where users can engage with us directly on just about anything, whether it's advice on supplementation and training, or learning more about what is coming in 2026. As part of this effort, expect us to invite users to help guide decisions on products, opportunities to trial popular products and much more.

Sales Trends in 2025

Pre-workout remained the largest category, but protein bars became the fastest growing. Test boosters grew by 43% year-on-year. BCAAs continued to decline as customers favoured more complete nutritional solutions.

Growth also expanded internationally. Germany, Ireland and Spain were among the fastest growing markets, supported by the introduction of prepaid duties and taxes on international orders and significantly improved delivery times across Europe.

What stays, what changes in 2026

In 2026, the core identity doesn’t change. Performance still matters. Hardcore products still have a place.

What changes is the standard they’re held to.

More products will carry third-party testing certificates where verification adds real value. These will be visible and part of the decision-making process.

Private-label products will carry the highest burden of proof. New product development will focus on refinement, higher-spec iterations, and long-term usability rather than range expansion.

The game has changed. Holding your ground now means playing smarter, not pretending the conditions stayed the same.