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September 2025
The U.S. nutrition supplements market size estimated at USD 104.52 billion in 2024 and is predicted to increase from USD 109.96 billion in 2025 to nearly reaching USD 173.52 billion by 2034, growing at a CAGR of 5.2% during the forecast period from 2025 to 2034. The health & wellness trend, along with preventive healthcare, drives the U.S. nutrition supplements market.
| Study Coverage | Details |
| Growth Rate from 2025 to 2034 | CAGR of 5.2% |
| Market Size in 2025 | USD 109.96 Billion |
| Market Size in 2026 | USD 115.67 Billion |
| Market Size by 2034 | USD 173.52 Billion |
| Base Year | 2024 |
| Forecast Period | 2025 to 2034 |
The U.S. nutrition supplements market produces, distributes, and consumes dietary products intended to enhance nutritional intake and general health. In today’s health-conscious era, supplements have gained immense popularity, often marketed as a necessity for maintaining optimal health. Different supplements, such as minerals, vitamins, protein powders, and herbal extracts, are promoted as quick fixes for poor eating habits and as solutions for enhancing performance, boosting energy, or preventing chronic diseases. The increase in older individuals in the U.S. has led to a rise in the need for supplements.
Nestlé Health Science leads the innovation of supplements in the US, influencing the changing supplements market. It is propelled by supplement brands for active lifestyles such as Garden of Life, Osteo Bi-Flex, and Nature’s Bounty. Over the last year, the Nature’s Bounty brand has broadened its women’s wellness range by introducing three new products focused on hair growth, sexual well-being, and vaginal pH balance. The brand launched a new campaign called ‘It’s In Your Nature’ to revitalize its positioning in the U.S. nutritional supplement sector and anchor its message in positivity and emotional resonance.
In the U.S. nutrition supplements market, focusing on specific health requirements represents a major growth opportunity. Tailored formulations allow brands to meet diverse consumer needs while driving product innovation. Companies are increasingly moving beyond broad, generalized products to create targeted supplements that address conditions such as heart health, gut function, and immune support. One of the most promising areas is women’s health, a category that has historically been underserved and underfunded in the U.S. marketplace. Demand is rising for solutions related to menopause, fertility, hormonal balance, and other life-stage concerns. Products designed for menopause relief, PMS management, prenatal and postnatal support, and urinary tract health are gaining traction and competing directly with traditional multivitamins.
This shift is visible in the rise of specialized U.S. brands offering niche solutions. For example, companies like Ritual and Gaia Herbs are expanding portfolios to include hormone and reproductive health products, while emerging labels are drawing consumer attention with supplements specifically designed for life-stage or condition-based needs. By addressing these gaps, supplement manufacturers in the U.S. are well-positioned to capture growing consumer interest in personalized, health-focused solutions.
A major issue impacting the U.S. market is the lack of sufficient regulation and standardization of products, which can compromise their quality, safety, effectiveness, and authenticity. Unlike medications, nutritional supplements are not subject to rigorous testing and approval by regulatory authorities, such as the U.S. Food and Drug Administration, before they are released to the market. Additionally, the producers and vendors of nutritional supplements guarantee that their products, labels, assertions, and advertisements adhere to regulations and are truthful. These standards can vary considerably across different countries and regions. These situations create confusion and doubt among consumers.
What Made the Vitamins the Dominant Segment in the Nutrition Supplement Market?
The vitamins segment led the U.S. nutrition supplements market in 2024. In the U.S., rising consumer awareness around nutrition, health, and wellness is a critical driver of vitamin supplement adoption. Vitamins are widely recognized as essential nutrients for maintaining overall health and preventing deficiencies; yet, many Americans struggle to meet their daily requirements through diet alone. As a result, vitamin supplements are increasingly being used to bridge nutritional gaps and support long-term wellness.
Demand for vitamins such as vitamin D, vitamin C, and various B vitamins is particularly strong in the U.S., fueled by growing knowledge of their role in immunity, energy, and bone health. Heightened awareness of these benefits, supported by public health campaigns, healthcare recommendations, and consumer education, continues to expand the market. With U.S. consumers prioritizing proactive health management, the demand for vitamin supplements is expected to see sustained growth in the coming years.
The Probiotics Segment is Observed to Grow at the Fastest Rate During the Forecast Period.
In the U.S., increasing consumer awareness of the link between gut health and overall well-being is driving strong demand for probiotics. Ongoing scientific research continues to highlight the critical role of the gut microbiome in supporting digestion, strengthening immune function, and even influencing mental health. This has led more Americans to recognize the value of incorporating probiotics into their daily wellness routines. The trend aligns with the broader U.S. shift toward preventive healthcare, where consumers are proactively seeking solutions to maintain long-term health rather than relying solely on treatment after illness. As a result, the probiotics segment is expected to experience steady growth, supported by heightened awareness, rising healthcare costs that encourage prevention, and expanding product availability across supplements, functional foods, and beverages.
Which Form of Nutrition Supplements Dominated the Market in 2024?
The tablets segment held the dominating share of the U.S. nutrition supplements market in 2024. The main reasons for this preference are the ease and precision of dosage that tablets offer. Manufacturers and consumers both greatly desire tablets due to their ease of packing, storing, and traveling. When compared to other types like capsules and powders, tablets are a more cost-effective choice, appealing to those mindful of prices. This blend of benefits makes tablets a favored and trustworthy format for both consumers and manufacturers of nutritional supplements.
The Gummies Segment is Seen to Grow at a Notable Rate During the Predicted Timeframe.
Factors like chewy texture, sugary flavor, and ease of transport and consumption of gummies compared to other supplements are fueling their increasing popularity. Gummies possess a gel-like quality and a softer texture, making them easier to chew than hard pills and tablets. Numerous brands, including Nature Made, Amway, and Abbott, offer gummies infused with vitamins and minerals in a range of flavors, such as strawberry, blueberry, and orange, to entice consumers. Gummies offer enhanced bioavailability for nutrients as well. As a result, they are expected to become popular with health-conscious adults across the United States.
How did the Plant-Based Segment Dominate the U.S. Nutrition Supplements Market in 2024?
Plant-based segment dominated the market with the largest share in 2024. Growing concerns about animal welfare and cruelty have prompted consumers to transition from animal-based dishes to plant-based alternatives. This shift illustrates a larger pattern wherein Americans are seeking to improve their diet with supplements that complement their plant-based approach. The increasing focus on health awareness among consumers has resulted in a greater demand for items like vitamins, minerals, and supplements made from plant proteins. With sustainability increasingly influencing consumer choices, the plant-based supplements sector is gaining from a transition towards greener products.
The Synthetic/Fermentation-Derived Segment Dominated the Market with the Largest Share in 2024.
This section utilizes cutting-edge production methods for accurate nutrient formulations and improved bioavailability. A report from the United States Department of Agriculture (USDA) indicates that numerous vitamins are created using genetically modified microorganisms via fermentation or chemical synthesis, showcasing the technological progress in the sector. Developments in biotechnology facilitate the effective, large-scale creation of premium ingredients, attracting a health-oriented demographic focused on gut wellness and functional food.
Which Consumer Group Segment Dominated the U.S. Nutrition Supplements Market in 2024?
The adult (19–59 years) segment dominated the market with the largest share in 2024, because of their substantial population, growing awareness of health and wellness, and active participation in fitness activities. This group also encounters increased risks of chronic conditions such as diabetes and obesity, fueling the need for supplements for preventive health, energy, and recovery. This demographic shows an increasing ability and inclination to invest in health and wellness items, such as supplements, as part of their broader dedication to a healthy way of living.
The Seniors (60+ years) Segment is Expected to Grow at the Fastest Rate in the Market During the Forecast Period.
Fueled by better healthcare and longer life expectancy. Elderly individuals are realizing the impact of nutrition on their general well-being. Consequently, there is a growing need for specialized nutritional items. As they age, older adults experience dietary changes; they consume less food, lose muscle mass, or struggle to absorb nutrients. As a result, there is an increasing demand for nutritious and convenient foods tailored specifically for older adults.
Why did the General Health & Wellness Segment Dominate the Market in 2024?
The general health & wellness segment held the largest share of the market in 2024. Major market influencers consist of the increase in chronic illnesses, urban growth, and technological progress. Consumers are adopting comprehensive strategies for health, resulting in a rise in demand for organic and natural products, tailored nutrition, and mental wellness options. In recent years, health and wellness have become increasingly important. The prevalence of chronic conditions like obesity, heart disease, and cancer is rising, prompting consumers everywhere to seek methods to improve their health and wellness.
The Cognitive & Mental Health Segment is Seen to Grow at a Notable Rate During the Predicted Timeframe.
The primary factor driving growth is an aging population, coupled with the increasing prevalence of stress-related cognitive decline, fueled by heightened consumer awareness of the importance of preserving cognitive health and enhancing mental performance. With the increasing aging population and the rise in cognitive disorders such as dementia, Alzheimer’s disease, and ADHD, the need for supplements that enhance cognitive function, memory, and mental clarity has significantly increased.
Which Distribution Channel Led the Nutrition Supplement Market in 2024?
The online retail segment led the market in 2024. Consumers can conveniently purchase supplements from the comfort of their own homes, eliminating the need to visit various physical stores. The digital sales route has grown notably during the COVID-19 pandemic. To broaden its geographical presence, industry participants have been collaborating with e-commerce platforms to offer their products online, which has positively impacted market growth. The emergence of direct-to-consumer (DTC) brands, subscription-based supplement services, and AI-powered personalized nutrition is transforming the online nutrition supplement sector, altering how consumers buy and use health products.
The Pharmacies & Drugstores Segment is Expected to Grow at the Fastest Rate in the Market During the Forecast Period.
Due to their reliable atmosphere, access to pharmacists' professional guidance, extensive presence in both urban and rural regions, and an array of reputable brands. Shoppers prefer the in-person shopping experience for supplements, as it allows them to receive guidance from knowledgeable staff and assess product quality directly through labeling and packaging. This provides a feeling of trust that is not always available with online purchases.
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