USD 45.11 Billion
U.S. Dietary Supplements Market Size, Share, Growth Analysis, By Ingredient(Vitamins, Botanicals, Minerals, Proteins & Amino acids), By Type(OTC, & Prescribed and drugstores), By Form(Tablets, Capsules, Soft Gels, Powders), By Application(Energy & Weight Management, General Health, Bone & Joint Health, Gastrointestinal Health), By Target Consumer(Infant, Children, Adult, Pregnant Women), By Distribution Channel(Online, & Offline (Natural & Specialty Retail, Mass Market Retail, Multi-Level/Network Marketing), By Region - Industry Forecast 2025-2032
Report ID:
SQMIC30I2398 |
Region:
Country |
Published Date: February, 2024
Pages:
157
|Tables:
68
|Figures:
75
U.S. Dietary Supplements Market Insights
U.S. Dietary Supplements Market size was valued at USD 45.11 Billion in 2023 and is poised to grow from USD 47.73 Billion in 2024 to USD 74.94 Billion by 2032, growing at a CAGR of 5.8% during the forecast period (2025-2032).
The U.S. dietary supplements market is a vibrant and rapidly expanding industry that caters to the growing demand for health and wellness products. With a captivating market introduction, the purpose of this market is to provide individuals with a wide range of dietary supplements to support their nutritional needs, promote overall well-being, and address specific health concerns. These supplements come in various forms, including vitamins, minerals, herbal extracts, probiotics, and sports nutrition products, offering consumers a convenient way to enhance their diet and lifestyle. The increasing awareness and focus on preventive healthcare and self-care practices have fueled the demand for dietary supplements. Consumers are proactively seeking ways to optimize their health and bridge nutritional gaps, leading to the rising adoption of supplements as a part of their daily routine. Additionally, the aging population and the prevalence of chronic diseases have created a strong consumer base seeking supplements to support healthy aging, improve immune function, and manage specific health conditions.
Stringent regulations and quality control standards imposed by regulatory bodies, such as the U.S. Food and Drug Administration (FDA), can pose challenges for market players in terms of compliance and product claims. Moreover, the abundance of product choices and the lack of standardized regulations may lead to consumer confusion and concerns about the efficacy and safety of supplements. However, despite these challenges, the market continues to exhibit key trends that drive its growth. These include the growing popularity of personalized nutrition and customized supplement regimens, the rising demand for plant-based and natural supplements, and the increasing adoption of e-commerce platforms for supplement purchases. The U.S. dietary supplements market offers numerous opportunities for businesses to cater to the evolving needs and preferences of consumers. Companies can capitalize on the demand for specialized supplements targeting specific health concerns, such as immune support, cognitive health, and digestive wellness. Furthermore, the market presents prospects for innovation and differentiation, as manufacturers develop novel formulations, improve ingredient sourcing and transparency, and leverage scientific research to support product efficacy claims. With an estimated market value of over $50 billion by 2025, the U.S. dietary supplements market provides an attractive platform for businesses to contribute to the nation's pursuit of optimal health, wellness, and vitality.
US Dietary Supplements Market is poised to grow at a sustainable CAGR for the next forecast year
Market snapshot - 2025-2032
Global Market Size
Largest Segment
Vitamins
Fastest Growth
Vitamins
Growth Rate
5.8% CAGR
U.S. Dietary Supplements Market ($ Bn)
Country Share for West Coast (Silicon Valley) Region (%)
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U.S. Dietary Supplements Market Segmental Analysis
U.S. Dietary Supplements Market is segmented by Ingredient, Type, Form, Application, Target Consumer, Distribution Channel, and region. Based on Ingredient, the market can be segmented into Vitamins, Botanicals, Minerals, Proteins & Amino acids, Fibers & Specialty Carbohydrates, Omega Fatty Acids, Probiotics & Others. Based on Type, the market is segmented into OTC, & Prescribed. Based on Form, the market is segmented into Tablets, Capsules, Soft Gels, Powders, Gummies, Liquid, & Others. Based on Application, the market is segmented into Energy & Weight Management, General Health, Bone & Joint Health, Gastrointestinal Health, Immunity, Cardiac Health, Anti-cancer, Diabetes, Lungs Detox/Cleanse, Skin/Hair/Nails, Sexual Health, Brain/Mental Health, Insomnia, Menopause, Anti-Aging, Prenatal Health, & Others. Based on Target Consumer, the market is segmented into Infant, Children, Adult, Pregnant Women, & Geriatric. Based on Distribution Channel, the market is segmented into Online, & Offline (Natural & Specialty Retail, Mass Market Retail, Multi-Level/Network Marketing, Practitioners, & Others).
Analysis By Product Type
Vitamins, which include essential nutrients like vitamin C, vitamin D, and the B-complex vitamins, dominate the U.S. dietary supplements market. This segment's prominence is driven by the widespread awareness and recognition of the crucial role vitamins play in supporting overall health and well-being. Consumers increasingly rely on vitamins to bridge nutritional gaps in their diets, boost immune function, and support various bodily functions. With an ever-growing focus on preventive healthcare and the desire for holistic well-being, the demand for vitamins continues to soar. In fact, the vitamins segment holds a substantial market share, accounting for approximately 40% of the U.S. dietary supplements market.
On the other hand, the sports nutrition products segment is the fastest-growing segment within the U.S. dietary supplements market. This segment caters to fitness enthusiasts, athletes, and individuals engaged in physical activities seeking specialized nutritional support for optimal performance and recovery. Sports nutrition products encompass protein powders, pre-workout supplements, energy bars, and amino acid supplements. As fitness culture gains momentum and more individuals embrace an active lifestyle, the demand for sports nutrition products is witnessing remarkable growth. Factors such as increasing gym memberships, the popularity of competitive sports, and the rising interest in bodybuilding and fitness competitions contribute to the rapid expansion of this segment.
Analysis By Distribution Channel
The health and wellness stores segment hold a substantial market share in the U.S. dietary supplements market, accounting for a significant portion of total sales. Its dominance can be attributed to several factors. Firstly, health and wellness stores offer a curated selection of high-quality dietary supplements, ensuring that consumers have access to reliable and trusted products. Additionally, these stores often have knowledgeable staff who can provide expert guidance and recommendations based on individual health requirements, thereby enhancing the overall customer experience. Moreover, the ambiance and layout of health and wellness stores create an environment that aligns with the wellness-focused mindset of consumers, further attracting them to make purchases.
While the health and wellness stores segment remain the largest, the fastest growing segment in the U.S. dietary supplements market is online retailing. The online retailing channel has experienced exponential growth in recent years, driven by the increasing popularity of e-commerce and the convenience it offers to consumers. Online platforms provide a wide range of dietary supplements from various brands, enabling customers to compare products, read reviews, and make informed choices from the comfort of their homes. The ease of online shopping, coupled with doorstep delivery services, has been a significant driver of this segment's rapid expansion. The online retailing segment's growth is also fueled by the growing preference for personalized health solutions and the rising adoption of digital platforms for wellness management. Moreover, the COVID-19 pandemic has further accelerated the shift towards online purchasing, as consumers sought to minimize physical interactions and adhere to social distancing measures.
U.S. Dietary Supplements Market By Product Type
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U.S. Dietary Supplements Market Regional Insights
The West Coast region, encompassing states such as California, Washington, and Oregon, exudes a vibrant health and wellness culture, driving the demand for dietary supplements. With a strong focus on fitness, organic lifestyles, and preventive healthcare, this region boasts a considerable market share in the U.S. dietary supplements market. Health-conscious consumers on the West Coast are actively seeking natural, plant-based, and organic supplements that align with their holistic approach to wellness. For instance, herbal supplements enriched with ingredients like turmeric, ginseng, and acai berry have gained immense popularity in this region, capturing a significant market share.
On the other hand, the Southeast region, including states like Florida, Georgia, and North Carolina, is experiencing rapid growth, making it the fastest growing market for dietary supplements in the U.S. The region's population is witnessing a paradigm shift towards proactive healthcare practices, leading to increased consumer awareness and adoption of dietary supplements. The Southeast region's strong presence in the fitness industry, coupled with the growing focus on preventive health measures, is driving the demand for dietary supplements. Sports nutrition supplements, such as protein powders, energy bars, and pre-workout formulas, have witnessed a surge in popularity in the Southeast, capturing a substantial market share.
U.S. Dietary Supplements Market By Geography
- Largest
- Fastest
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U.S. Dietary Supplements Market Dynamics
Drivers
Growing Focus on Health and Wellness
- The increasing awareness among consumers about the importance of health and wellness is a significant driver for the U.S. dietary supplements market. Consumers are becoming more conscious about their nutritional intake and are seeking dietary supplements as a means to bridge the nutrient gaps in their diets. Factors such as hectic lifestyles, poor dietary habits, and the desire for preventive healthcare are driving the demand for dietary supplements. For example, the rising interest in maintaining a healthy immune system during the COVID-19 pandemic has led to increased demand for immune-boosting supplements like vitamin C and zinc.
Restraints
Stringent Regulatory Environment
- The dietary supplements market is subject to strict regulations imposed by the U.S. Food and Drug Administration (FDA). These regulations govern various aspects, including labeling, claims, ingredient safety, and manufacturing practices. Compliance with these regulations can be challenging for dietary supplement manufacturers and may lead to delays in product launches or increased costs. The stringent regulatory environment can act as a restraint on the market's growth.
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U.S. Dietary Supplements Market Competitive Landscape
The U.S. dietary supplements market is highly competitive, characterized by the presence of a wide range of manufacturers, distributors, and retailers offering diverse product portfolios. The market analysis reveals that key players in the industry are focused on product innovation, brand positioning, strategic partnerships, and mergers and acquisitions to gain a competitive advantage. These companies cater to various consumer segments by offering dietary supplements for general health and wellness, weight management, sports nutrition, vitamins and minerals, and herbal and botanical supplements. Additionally, there is a growing presence of smaller and niche players that specialize in specific segments or target niche markets. The competitive landscape is further intensified by the emergence of direct-to-consumer online platforms and e-commerce giants, allowing new entrants to gain market share and challenge established players.
Top Player’s Company Profile
- Bayer AG (Germany)
- GNC Holdings Inc. (US)
- Nutrilite (US)
- NBTY Inc. (US)
- Glanbia plc (Ireland)
- Otsuka Holdings Co., Ltd. (Japan)
- Abbott Laboratories (US)
- Nature's Bounty Co. (US)
- GlaxoSmithKline plc (UK)
- Suntory Holdings Limited (Japan)
- Reckitt Benckiser Group plc (UK)
- Danone S.A. (France)
- DSM Nutritional Products AG (Switzerland)
- NOW Foods (US)
- The Nature's Way Co. (US)
- The Clorox Company (US)
- Church & Dwight Co., Inc. (US)
Recent Developments
- In February 2024, Nammex, the North American supplier of organic functional mushroom extracts, saw an increase in the amount of cultivated Turkey tail mushroom harvested by their partner farms in the third year of this initiative. Nammex cultivates organic turkey tail mushrooms for the dietary supplements market.
- In May 2023, Herbalife International of America, Inc. announced that it had acquired the sports nutrition company Usana Health Sciences, Inc. for $4.9 billion. The acquisition will give Herbalife a larger presence in the sports nutrition market and help it to compete with other major players in the industry, such as GNC and Vitamin Shoppe.
- In June 2023, Nature's Bounty, Inc. announced that it would be acquiring the vitamin and supplement manufacturer Schiff Nutrition International, Inc. for $1.4 billion. The acquisition will give Nature's Bounty a larger portfolio of products and help it to compete with other major players in the industry, such as GNC and Vitamin Shoppe.
U.S. Dietary Supplements Key Market Trends
- Personalization and Customization: The trend of personalized nutrition is gaining traction in the dietary supplements market. Consumers are seeking customized solutions that cater to their specific nutritional needs, health goals, and genetic profiles. Companies are leveraging advancements in technology, such as genetic testing and personalized algorithms, to offer tailored dietary supplement recommendations. This trend allows consumers to address their unique nutritional requirements and promotes a more targeted and individualized approach to supplementation.
U.S. Dietary Supplements Market SkyQuest Analysis
SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Product types team that Collects, Collates, Co-relates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.
According to our The U.S. Dietary Supplements Market analysis, the market analysis reveals that factors such as increasing consumer awareness about the importance of preventive healthcare, rising health consciousness, and a growing aging population are driving the demand for dietary supplements in the U.S. Additionally, the rising adoption of dietary supplements among athletes and fitness enthusiasts to enhance performance and promote overall well-being is contributing to market growth. The market is characterized by a wide range of products catering to diverse consumer needs, including vitamins, minerals, herbal supplements, sports nutrition, and specialty supplements. With the increasing focus on personalized nutrition and the introduction of innovative formulations, such as gummies and powders, the U.S. dietary supplements market is witnessing a shift towards convenience and customized solutions. The competitive landscape is highly fragmented, with numerous manufacturers and brands competing for market share. Key players in the market are focused on product innovation, strategic partnerships, and expanding distribution networks to gain a competitive edge. In summary, the market analysis suggests a positive outlook for the U.S. dietary supplements market, driven by changing consumer preferences, increasing health awareness, and a dynamic competitive landscape.
| Report Metric | Details |
|---|---|
| Market size value in 2023 | USD 45.11 Billion |
| Market size value in 2032 | USD 74.94 Billion |
| Growth Rate | 5.8% |
| Base year | 2024 |
| Forecast period | 2025-2032 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
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| Regions covered | North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA) |
| Companies covered |
|
| Customization scope | Free report customization with purchase. Customization includes:-
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Table Of Content
Executive Summary
Market overview
- Exhibit: Executive Summary – Chart on Market Overview
- Exhibit: Executive Summary – Data Table on Market Overview
- Exhibit: Executive Summary – Chart on U.S. Dietary Supplements Market Characteristics
- Exhibit: Executive Summary – Chart on Market by Geography
- Exhibit: Executive Summary – Chart on Market Segmentation
- Exhibit: Executive Summary – Chart on Incremental Growth
- Exhibit: Executive Summary – Data Table on Incremental Growth
- Exhibit: Executive Summary – Chart on Vendor Market Positioning
Parent Market Analysis
Market overview
Market size
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- SWOT Analysis
KEY MARKET INSIGHTS
- Technology Analysis
- (Exhibit: Data Table: Name of technology and details)
- Pricing Analysis
- (Exhibit: Data Table: Name of technology and pricing details)
- Supply Chain Analysis
- (Exhibit: Detailed Supply Chain Presentation)
- Value Chain Analysis
- (Exhibit: Detailed Value Chain Presentation)
- Ecosystem Of the Market
- Exhibit: Parent Market Ecosystem Market Analysis
- Exhibit: Market Characteristics of Parent Market
- IP Analysis
- (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
- Trade Analysis
- (Exhibit: Data Table: Import and Export data details)
- Startup Analysis
- (Exhibit: Data Table: Emerging startups details)
- Raw Material Analysis
- (Exhibit: Data Table: Mapping of key raw materials)
- Innovation Matrix
- (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
- Pipeline product Analysis
- (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
- Macroeconomic Indicators
COVID IMPACT
- Introduction
- Impact On Economy—scenario Assessment
- Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
- Revised Market Size
- Exhibit: Data Table on U.S. Dietary Supplements Market size and forecast 2021-2027 ($ million)
- Impact Of COVID On Key Segments
- Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
- COVID Strategies By Company
- Exhibit: Analysis on key strategies adopted by companies
MARKET DYNAMICS & OUTLOOK
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- Regulatory Landscape
- Exhibit: Data Table on regulation from different region
- SWOT Analysis
- Porters Analysis
- Competitive rivalry
- Exhibit: Competitive rivalry Impact of key factors, 2021
- Threat of substitute products
- Exhibit: Threat of Substitute Products Impact of key factors, 2021
- Bargaining power of buyers
- Exhibit: buyers bargaining power Impact of key factors, 2021
- Threat of new entrants
- Exhibit: Threat of new entrants Impact of key factors, 2021
- Bargaining power of suppliers
- Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
- Competitive rivalry
- Skyquest special insights on future disruptions
- Political Impact
- Economic impact
- Social Impact
- Technical Impact
- Environmental Impact
- Legal Impact
Market Size by Region
- Chart on Market share by geography 2021-2027 (%)
- Data Table on Market share by geography 2021-2027(%)
- North America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- USA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Canada
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Europe
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Germany
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Spain
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- France
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- UK
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Europe
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Asia Pacific
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- China
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- India
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Japan
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Korea
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Asia Pacific
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Latin America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Brazil
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of South America
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Middle East & Africa (MEA)
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- GCC Countries
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Africa
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of MEA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
KEY COMPANY PROFILES
- Competitive Landscape
- Total number of companies covered
- Exhibit: companies covered in the report, 2021
- Top companies market positioning
- Exhibit: company positioning matrix, 2021
- Top companies market Share
- Exhibit: Pie chart analysis on company market share, 2021(%)
- Total number of companies covered
Methodology
For the U.S. Dietary Supplements Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:
1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.
2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the U.S. Dietary Supplements Market.
3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.
4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.
Analyst Support
Customization Options
With the given market data, our dedicated team of analysts can offer you the following customization options are available for the U.S. Dietary Supplements Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
Regional Analysis: Further analysis of the U.S. Dietary Supplements Market for additional countries.
Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.
Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.
Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.
Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.
Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.
Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.
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