United States Dietary Supplements Market

United States Dietary Supplements Market Size and Share:

The United States dietary supplements market size was valued at USD 56.97 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 95.44 Billion by 2033, exhibiting a CAGR of 5.61% from 2025-2033. The market is experiencing significant growth mainly driven by rising health awareness, aging population base, and increasing consumer focus on preventive healthcare. Innovations in personalized nutrition and convenient formats, such as gummies and powders, enhance consumer appeal. E-commerce expansion and regulatory support further boost the market growth across the United States.

Rising health awareness and the focus on preventive healthcare are among the primary driving forces behind the United States dietary supplements market growth. Increasing concerns about lifestyle related diseases, such as diabetes and hypertension, lead consumers to supplement their diet to manage health in better manner. The rising fitness trends and individualized nutrition plans are further bolstering the demand for vitamins, minerals and protein supplements. For example, in November 2024, Persona Nutrition announced the launch of a white-labeling service that enables businesses to enter the personalized nutrition market with a cost-effective turnkey solution. This program includes customized assessments, subscription management, and access to nutritionists allowing brands to quickly offer science-backed supplements and enhance customer loyalty without significant upfront investment.

Advances in technology for supplement formulation and the increased accessibility of novel delivery formats such as gummies, powders and liquid supplements support the growth of the market. For example, in March 2024, Nature Made announced the launch of Zero Sugar Gummies providing sugar-free vitamin and supplement options to meet diverse dietary preferences. The new range consists of Multivitamins, Vitamin C, D3, B-12, and Melatonin intended to maintain health in general. These innovative delivery formats are contributing significantly to the growing United States dietary supplements market share across the globe, thereby appealing to younger and older consumers alike. Consumers nowadays prefer convenient and palatable options that enhance the appeal of dietary supplements. The rapid expansion of the dietary supplement market driven by innovative product formulations and delivery formats has prompted increased regulatory focus. For instance, in March 2024, the FDA proposed a mandatory dietary supplement product listing in its $7.2 billion FY25 budget request, highlighting growth from 4,000 products in 1994 to over 100,000 today as the Dietary Supplement Health and Education Act (DSHEA) nears its 30th anniversary. The growth of ecommerce platforms and direct-to-consumer channels provides easy access to a wide range of products, which boosts sales.

United States Dietary Supplements Market Trends:

Growing Demand for Personalized Nutrition

Personalized nutrition is revolutionizing the United States dietary supplements market by addressing consumers' specific health objectives and lifestyle requirements. Technological breakthroughs like DNA testing and AI-based health evaluations enable accurate vitamin, mineral and other supplement recommendations. For example, in September 2024, Bioniq announced its partnership with Truemed to make personalized supplements more accessible enabling eligible consumers to use HSA/FSA funds for their purchases. This collaboration highlights the increasing relevance of proactive health management by making pharmaceutical-grade, AI-driven nutrition solutions more accessible while promoting increased consumer control over their health investments. The approach enhances efficacy by targeting a specific deficiency or health concern like energy, gut health or weight management. Brands increasingly offer customizable supplement packs and subscription services so consumers can keep up with customized regimens with ease.

E-Commerce Growth

E-commerce platforms have significantly boosted the availability of dietary supplements in the U.S. making them accessible to a wider audience. The Census Bureau reports that United States retail ecommerce sales for Q3 2024 reached $300.1 billion a 2.6% increase from Q2 2024. Compared to Q3 2023 ecommerce grew by 7.4%. Ecommerce represented 16.2% of total retail sales which were $1,849.9 billion up 1.3% from the previous quarter. Online platforms showcase extensive product variety and customers can compare products, read reviews and select their choices from the comfort of their homes. Subscription models, as well as DTC brands, are in vogue, offering tailored supplement plans with auto-renewal options that ensures consistent supply. Ecommerce also allows smaller niche players to reach more customers without the necessity for the typical retail distribution.

Clean Label and Transparency

The rising clean-label and transparency concerns in dietary supplements are revolutionizing the U.S. market due to consumer priorities on health and environmental consciousness. Consumers prefer those products containing natural, organic and non-GMO ingredients that makes brands resort to clear labeling standards and ethical source standards. For instance, in October 2024, Fruit d'Or announced the launch of Blue d'Or™ Vitality a blend of organic wild blueberry and cranberry powders. This clean-label product offers antioxidant protection enhances vitality and recovery and is ideal for sports nutrition. This trend reflects heightened scrutiny of ingredient lists and production processes as consumers seek accountability from manufacturers. Companies are responding with certifications such as USDA Organic or Non-GMO Project Verified to gain consumer trust.

United States Dietary Supplements Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the United States dietary supplements market, along with forecasts at the regional and country levels from 2025-2033. The market has been categorized based on product type, form, distribution channel, application, and end user.

Analysis by Product Type:

• Vitamin
• Combination Dietary Supplement
• Herbal Supplement
• Fish Oil and Omega Fatty Acid
• Protein
• Others

Vitamin segment leads the market with around 43.6% of the market share. Vitamins lead the United States dietary supplements market because of high consumer awareness regarding their health benefits and their role in addressing nutritional deficiencies. Increasing preventive healthcare practices have boosted demand for multivitamins and single-vitamin supplements especially for immunity and energy support. The popular categories include vitamin D, C and B-complex supplements driven by aging populations, growing health concerns and physician recommendations. Growth has also been driven by a trend toward clean-label and plant-based vitamins. Innovations are capitalized on by the manufacturers including gummies, effervescent tablets and fortified foods as vitamins are currently the leading product type in this highly competitive market.

Analysis by Form:

• Tablets
• Capsules
• Powder
• Liquids
• Soft Gels

Tablets leads the market with around 33.8% of the market share. The tablets form leads the market in the United States dietary supplements market due to convenience, a longer shelf life and cost-effectiveness. Tablets allow for exact dosing, are easy to package and can be used to deliver extended-release formulations. Consumers find tablets convenient as they are portable and allow for multiple ingredients in one dose making them more attractive for multivitamin and mineral supplements. Tablets are particularly favored in clinical and over-the-counter settings catering to diverse demographics. Their versatility combined with established consumer trust secures their dominance in the dietary supplements market.

Analysis by Distribution Channel:

• Pharmacies and Drug Stores
• Supermarkets and Hypermarkets
• Online
• Others

Dietary supplements for energy and weight management are becoming increasingly popular in the United States due to growing health awareness and obesity issues. Protein powders, meal replacements and fat burners are among the most widely consumed products to support weight loss and boost energy levels. The demand is fueled by fitness trends, increased gym memberships and lifestyle changes toward active living. Consumers are looking for natural and plant-based supplements that fit their preference for clean and sustainable products.

General health dietary supplements are the leading category in the U.S. market which focuses on vitamins, minerals and multivitamins. These supplements are taken to maintain overall well-being, fill nutritional gaps and overcome deficiencies due to poor dietary habits. The aging population and increasing health awareness among millennials contribute to sustained demand. Personalized health solutions and ecommerce platforms make these products more accessible to consumers expanding their market reach.

Bone and joint health supplements including calcium, vitamin D and glucosamine are crucial for those with osteoporosis, arthritis or age-related joint conditions. An aging U.S. population and the rise in sedentary lifestyles fuel demand for these products. Growing awareness of preventive care and healthcare provider recommendations contribute to the category's growth. Innovative formulations such as collagen-based supplements and plant-derived options also appeal to consumers looking for holistic and sustainable solutions.

Immunity-boosting dietary supplements have witnessed a significant surge in demand especially post-pandemic as consumers are looking for health resilience. Ingredients such as vitamin C, zinc and elderberry are most commonly used to boost the immune system and prevent illnesses. Seasonal variations like cold and flu seasons continue to drive sales in this segment. Ongoing product innovation including gummies and functional beverages continues to make these supplements more appealing and convenient for daily use thus boosting their adoption across demographics.

Analysis by Application:

• Energy and Weight Management
• General Health
• Bone and Joint Health
• Immunity
• Others

Energy and weight management segment leads the market holding around 65.6%of market share. Dietary supplements targeting energy and weight management are gaining popularity in the United States due to rising health consciousness and obesity concerns. Products such as protein powders, meal replacements and fat burners are widely consumed to support weight loss goals and enhance energy levels. The demand is driven by fitness trends, increased gym memberships and lifestyle shifts toward active living. Consumers seek natural and plant-based supplements aligning with their preference for clean and sustainable products.

Analysis by End User:

• Children
• Adults
• Pregnant Females
• Geriatric

Adult segment leads the market with around 46.8% of the market share. The adult segment has the highest market share in United States dietary supplements due to growing health awareness and preventive healthcare trends. Adults consume fitness, weight management, stress-reducing supplements and overall health maintenance products. Busy lifestyles and increased fitness activities drive the demand for products like protein powders, multivitamins and adaptogens. Online platforms and tailored health solutions propel the growth of the segment through individualized choices.

Regional Analysis:

• Northeast 
• Midwest 
• South 
• West 

The Northeast region of the United States is highly demanding for dietary supplements as it is populated by a healthy-conscious population and an urban lifestyle. Consumers in this region require immunity boosters, vitamins and general wellness supplements because of seasonal weather changes and busy schedules. High income levels and easy access to premium health products enhance demand. The major healthcare institutions present in this region and awareness campaigns significantly influence the purchasing decisions of this market.

Dietary supplements are in high demand across the Midwest as a means of filling gaps in nutrition which are commonly caused by diet preferences and an agricultural-based lifestyle. Multivitamins, bone health products and energy-boosting products are particularly popular. Aging populations in the region increase the demand for joint and mobility supplements. Increased awareness about preventive healthcare and more distribution channels like ecommerce have helped the market grow in urban and rural areas.

The South is an important market for dietary supplements in the United States. It is largely driven by the high obesity rate and increasing fitness and weight management awareness. Among younger consumers protein powders, fat burners and energy boosters are in great demand. Another reason for increased demand is the aging population of the region which drives the demand for bone and joint health supplements.

The West region leads the U.S. dietary supplements market supported by a strong wellness culture and early adoption of health trends. Consumers in states like California prioritize plant-based, organic and clean-label supplements reflecting the region’s preference for sustainable and holistic solutions. Products targeting immunity, stress management and general health see significant demand.

Competitive Landscape:

The United States dietary supplements market is highly competitive with the presence of many manufacturers, distributors and emerging players. Companies focus on product differentiation through innovative formulations such as plant-based, organic and personalized supplements to cater to evolving consumer preferences. For instance, in February 2024, Herbalife launched the GLP-1 Nutrition Companion a range of food and supplement product combos to support individuals on weight-loss medications. Available in Classic and Vegan options these products aim to address nutritional deficiencies by providing essential protein, fiber and vitamins to promote healthy weight loss and lifestyle changes. The market is further influenced by advancements in packaging, branding and marketing strategies particularly via ecommerce and social media platforms. Strategic partnership with healthcare professionals and retailers plays an important role in expanding the reach of this market.

The report provides a comprehensive analysis of the competitive landscape in the United States dietary supplements market with detailed profiles of all major companies, including:

• Amway
• Abbott
• Bayer AG
• Glanbia plc
• Pfizer, Inc.
• Archer Daniels Midland
• GlaxoSmithKline plc
• NU SKIN
• Herbalife Nutrition
• Carlyle Group
• Bionova Lifesciences

Latest News and Developments:

• In June 2024, One A Day announced the launch of Age Factor™ Cell Defense dietary supplement intended to support cellular health and combat aging. The product has olive polyphenols, Omega-3 fatty acids, and antioxidants as its key ingredients.
• In April 2024, Nature Made announced the launch of the limited-edition pickle-flavored multivitamin gummies. These gummies aim to support overall health, and the partnership includes branded merchandise and wellness initiatives across the country.
• In February 2024, Nature Made® announced the launch of the Advanced Multivitamin Gummies featuring a blend of 20 essential nutrients aimed at enhancing daily nutritional intake. This new product offers 60% more total nutrients than previous options addressing common dietary shortfalls.

United States Dietary Supplements Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the United States dietary supplements market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the United States dietary supplements market.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the United States dietary supplements industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.