NovusDNA Says UK Consumers Are Rethinking NAD+ Supplements as Evidence and Transparency Become Priorities

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Preston, United Kingdom - 22 August, 2026 - NovusDNA, a UK-based longevity supplement brand, has issued new guidance on NAD+ supplementation as emerging research and consumer data point to greater scrutiny around evidence, transparency and the role supplements can play in long-term health. The company says consumers remain interested in the science behind NAD+, but are increasingly asking harder questions before they buy, a shift NovusDNA believes is a healthy development for the category and one that rewards brands willing to be straightforward about what the evidence actually shows.

The statement comes as new data paints a nuanced picture of the NAD+ supplement market. According to an analysis published by NutraIngredients [https://www.nutraingredients.com/Article/2025/10/23/nad-market-analysis-from-hype-to-reality-check/], generic searches for "NAD" climbed 133% between January 2024 and July 2025, reflecting growing public curiosity about the science, while purchase-intent searches for "NAD supplement" fell by 48% over a similar period. NovusDNA says the gap suggests consumers want to understand what NAD+ is and what it does while becoming more selective about the products and claims they are prepared to trust. "The science around NAD+ is genuinely interesting," said Julie Dawson, Director at NovusDNA. "But there has been a lot of noise in this category, and consumers are getting better at filtering it out. That is actually a good thing. It pushes brands to be more honest."

What the Research Shows

NAD+ (nicotinamide adenine dinucleotide) is a coenzyme found in every cell in the body. It plays a central role in energy metabolism and DNA repair, and levels are known to decline with age. Supplements containing NAD+ precursors, primarily nicotinamide mononucleotide (NMN) and nicotinamide riboside (NR), are taken by many people with the aim of supporting cellular energy and healthy aging.

The clinical picture is developing but not yet complete. A 2026 randomized controlled trial published in Nature Metabolism [https://pmc.ncbi.nlm.nih.gov/articles/PMC12855009/] found that 14 days of supplementation with both NR and NMN significantly increased whole-blood NAD+ concentrations by approximately two-fold compared with placebo in healthy adults. A review published on PubMed Central [https://pmc.ncbi.nlm.nih.gov/articles/PMC10692436/] covering the body of human clinical trials to date concluded that NMN and NR have been shown to be safe and well tolerated and may boost the NAD+ metabolome, though it noted that only limited data from select studies have found clinically relevant improvements to physiological function. In practical terms, the research indicates that the precursors can raise NAD+ levels in the blood, while whether that translates into measurable health benefits for most people is still being studied. NovusDNA says this is precisely the kind of nuance consumers deserve to hear.

UK Consumers Are Becoming More Selective

The shift in consumer behavior is not limited to NAD+. A YouGov [https://yougov.com/en-gb/reports/54304-uk-anti-aging-report-2026] survey of more than 2,000 UK adults, found that just 6% of Britons say they are actively trying to slow or reverse the signs of aging. Most are focused instead on maintaining health, energy and quality of life over the long term, with supplements viewed as supportive rather than foundational.

Transparency as the New Baseline

For NovusDNA, the response is to be clear about what supplements can and cannot do, use third-party tested formulations and allow the available evidence to guide product positioning. The brand's NAD+ support supplements, which include NMN formulations, are developed with UK-specific testing standards and positioned as part of a wider health strategy rather than a standalone solution.

"People want to understand what an ingredient supports in the body, what evidence exists, and whether the brand is being honest about what it can and cannot do," Dawson added. "Transparency is not a marketing angle for us. It is just how we think supplements should be made and sold."

About NovusDNA

NovusDNA [https://novusdna.com/] is a UK-based longevity supplement brand focused on evidence-informed, third-party tested formulations designed to support cellular health, metabolic function and long-term well-being. The company takes an education-first approach to supplementation, helping consumers make more informed decisions in a market increasingly shaped by scientific literacy and transparency. For more information, visit novusdna.com/collections/supplements.

This press release is for informational purposes only. NovusDNA supplements are not intended to diagnose, treat, cure or prevent any disease. All clinical references cited are publicly available peer-reviewed research or consumer survey data.

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