Authored By: Sarah
25 Jun 2024

 Supplements Market in US Size to grow by USD 18919.2 million between 2024-2028

According to a research report “ Supplements Market in US” by Product (Vitamins, Sports nutrition, Herbal and botanical supplement, Meal replacement supplement) Distribution Channel (Retail outlets, Online stores) Geography (North America)- Global Forecast to 2028 published by Technavio, the market size is estimated to grow by USD 18919.2 million, at a CAGR of over 6.78% during the forecast period. In the US supplement market, vendors are strategically targeting demographics of aging men and women to expand their customer base. This approach is driven by the increasing awareness campaigns led by industry associations and organizations through digital channels. Social media marketing plays a pivotal role in reaching a broader consumer pool and introducing new customers to these products. By leveraging social media platforms, manufacturers can effectively increase product visibility and educate consumers about the benefits of their offerings. The growing number of social media users presents a significant opportunity for vendors and marketers to invest in social media marketing, with a focus on young adults who can further amplify demand through word-of-mouth referrals.

Browse market data tables, figures, and in-depth TOC on “Supplements Market in US” by Product (Vitamins, Sports nutrition, Herbal and botanical supplement, Meal replacement supplement) Distribution Channel (Retail outlets, Online stores) Geography (North America) Global Forecast to 2028. Download Free Sample


By Product, the Vitamins segment is projected to dominate the market size in 2024

The supplements market in the US encompasses various retail channels, including drugstores, pop-up stores, supermarkets, grocery stores, orthopedic clinics, and specialty stores. These outlets offer buyers the advantage of physically examining the products, instilling confidence in their quality. The proliferation of retail outlets is fueled by the presence of multiple vendors, catering to the expanding consumer base, particularly among the geriatric and pediatric populations. This brick-and-mortar shopping experience allows consumers to inspect and purchase supplements immediately, contrasting online stores that necessitate a waiting period for delivery.

By Distribution Channel, Retail outlets  segment is expected to hold the largest market size for the year 2024

In the US market, there is a significant trend toward vitamin supplement consumption, particularly in regions with prolonged winter seasons and limited sunlight exposure, such as Alaska, North Dakota, and Minnesota. The geriatric population in these areas is increasingly reliant on vitamin D supplements due to the impact of seasonal weather on serotonin levels. The growing emphasis on preventive healthcare and overall well-being is driving this trend. Consumers, particularly the elderly, exhibit a preference for multivitamins due to their comprehensive benefits. However, specific vitamins are recommended for particular uses, and it is essential to consult healthcare professionals for accurate supplementation.

North America is forecasted to hold the largest market size by region in 2024


The Supplements Market in US growth and forecasting report also includes detailed analyses of the competitive landscape of the market growth and forecasting and information about 20 market companies, including:

  • Akorn Operating Co. LLC
  • Amway Corp.
  • Cyanotech Corp.
  • ECNutra
  • Glanbia plc
  • GNC Holdings LLC
  • Gotham Cigars
  • Herbalife International of America Inc.
  • Liquid Health Inc.
  • Lonza Group Ltd.
  • Mondelez International Inc.
  • Nestle SA
  • Paragon Laboratories
  • Pfizer Inc.
  • PipingRock Health Products LLC
  • Reckitt Benckiser Group Plc
  • SDC Nutrition Inc.
  • Superior Supplement Manufacturing LLC
  • Supplement Manufacturing Partner
  • Vitakem Nutraceutical Inc.

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Research Analysis Overview

The supplements market in the US has seen significant growth in recent years, with a consumer base that seeks to enhance their health through various nutritional supplements. From vitamins and minerals to enzymes, probiotics, herbs, and nutraceuticals, the market offers a wide range of products in various forms such as powders, liquids, capsules, tablets, gummy supplements, and fish oils. Safety standards are a top priority for both consumers and regulatory bodies, ensuring that supplements meet specific purity and potency requirements. Branded vitamins and minerals, as well as herbal supplements, have gained popularity due to their consistent quality and transparency in labeling. The dietary supplements industry caters to diverse needs, including sports nutrition supplements for athletes and preventive healthcare supplements for senior citizens. Insurance companies and prescription pharmaceuticals have also recognized the value of self-directed care, leading to increased coverage and availability of these products. However, concerns over labeling violations and potential interactions with prescription medications persist, highlighting the importance of consulting healthcare professionals before incorporating supplements into one's balanced diet. Overall, the supplement market continues to evolve, offering consumers a vast array of options for improving their health and wellbeing.

Market Research Overview

The supplements market in the US is a dynamic and evolving industry, with a growing consumer base seeking responsible education and transparency in their health investments. However, misleading marketing and regulatory oversight remain challenges, requiring vigilance from both consumers and regulatory bodies. Digestion, immune support, and addressing dietary deficiencies are key health outcomes driving demand for nutritional supplements, including vitamins and minerals, enzymes, herbs, and sports nutrition products. Economic performance is also a significant factor, with e-commerce and direct-to-consumer delivery enabling access to a wide range of supplements, from liquids and gummies to powders, soft gels, capsules, and tablets. Health-conscious consumers are increasingly interested in natural ingredients, eco-friendly packaging, and sustainable practices, reflecting a broader trend toward environmental responsibility and scientific integrity. The dietary supplements industry encompasses a diverse range of products, from branded vitamins and gummy supplements to herbal supplements and pharmaceutical counterparts. Aging populations and specific health concerns, such as heart health, folic acid deficiencies, bone health, immunity-related issues, and gastrointestinal disorders, are driving demand for supplements. Medical practitioners and online retailers play crucial roles in providing accurate information and ensuring safety standards, including product registration and labeling compliance. The Over-the-Counter segment includes supplements for various health concerns, such as cardiac health, general health, and preventive healthcare. Athletes, women, and adults are significant consumer groups, with a growing emphasis on personalized nutrition trends and transparent sourcing. Transparency and scientific integrity are essential for building trust and fostering long-term customer relationships. Insurance companies and prescription pharmaceuticals are increasingly recognizing the role of nutraceuticals and self-directed care in improving health outcomes and reducing healthcare costs. Preventive healthcare and senior citizens are emerging areas of focus, with a growing interest in supplements for specific health concerns, such as heart disease, diabetes, and cancer. Regulatory bodies, such as the Food and Drug Administration (FDA) and the National Institutes of Health (NIH), play a crucial role in ensuring safety standards and addressing labeling violations. The dietary supplements industry is expected to continue growing, driven by increasing public awareness, health and wellness trends, and a growing consumer base seeking proactive well-being maintenance. In conclusion, the supplements market in the US is a complex and dynamic industry, driven by a diverse range of factors, including health outcomes, economic performance, consumer preferences, and regulatory oversight. Responsible consumer education, transparency, and scientific integrity are essential for building trust and fostering long-term growth in this industry. Eco-friendly practices, natural ingredients, and sustainable packaging are also becoming increasingly important as consumers become more environmentally conscious. The integration of data connectivity, smart devices, and personalized nutrition trends is expected to further transform the industry, enabling more effective and targeted health interventions.


Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200

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