U.S. Nutrition Supplements Market Size, Share and Trends

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.

Key Highlights

• By product type, the vitamins segment held the major market share in 2024, due to rising consumer awareness about nutrition, health, and wellness.
• By product type, the probiotics segment is expected to grow at a CAGR between 2025 and 2034, because of the importance of gut health and its connection to overall well-being.
• By form, the tablets segment contributed the biggest market share in 2024. The main reasons for this preference are the ease and precision of dosage that tablets offer.
• By form, the gummies segment is expanding at a significant CAGR between 2025 and 2034. Factors like chewy texture, sugary flavor, and ease of transport are increasing the demand.
• By source, the plant-based segment dominated the U.S. nutrition supplements market by holding the share, due to growing worries regarding animal welfare and cruelty.
• By source, the synthetic / fermentation-derived segment is expected to grow at a significant CAGR over the projected period, due to the technological progress in the sector.
• By consumer group, the adults (19–59 years) segment held the major market share in 2024, because of their substantial population, growing awareness of health and wellness.
• By consumer group, the seniors (60+ years) segment is expected to grow at a CAGR between 2025 and 2034, fueled by better healthcare and longer life expectancy.
• By health application, the general health & wellness segment contributed the biggest market share in 2024, due to an increase in chronic illnesses, urban growth, and technological progress.
• By health application, the cognitive & mental health segment is expanding at a significant CAGR between 2025 and 2034, due to an aging population coupled with the growing prevalence of stress-related cognitive decline.
• By distribution channel, the online retail segment dominated the U.S. nutrition supplements market by holding the share in 2024, as consumers can conveniently buy supplements from the comfort of their residences.
• By distribution channel, the pharmacies & drugstores segment is expected to grow at a significant CAGR over the projected period, due to their reliable atmosphere, access to pharmacists' professional guidance.

Industry Coverage

U.S. Nutrition Supplements Market Dynamics

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.

What are the Key Trends in the U.S. Nutrition Supplements Market?

• As interest in fitness and active living rises, consumers seek products that enhance their fitness experience. Sports nutrition is not just for professional athletes anymore; it is available to anyone wanting better performance and quicker recovery. The trend is primarily influenced by the growing interest of the younger demographic, with American Gen Y and Gen Z being the most affected.
• With consumers increasingly conscious of their personal health and wellness requirements, businesses can expect a notable increase in the demand for customized supplements that provide individualized strategies for self-care. This trend is fueled by consumers' increasing readiness to invest in products that specifically cater to their unique health issues, alongside a significant focus on longevity and preventive health.
• The emergence of personalized nutrition and functional supplements is transforming consumer preferences. Innovations in technology and an increasing focus on nutrigenomics have created a demand for supplements aimed at particular health goals, including gut health, cognitive ability, stress reduction, and hormonal equilibrium.
• The U.S. sector has seen a rising demand for plant-derived, natural, and clean-label goods, largely fueled by consumer inclinations toward what they consider healthier and more sustainable choices. Producers are anticipated to concentrate on creating items that use natural components, limited processing, and clear labelling.

Market Opportunity

Focus on Specific Health Need: Expanding the Market

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.

Market Challenge

Lack of Regulation and Standardization

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.

Segmental Insights

By Product Type

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.

By Form

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.

By Source

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.

By Consumer Group

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.

Health Application

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.

By Distribution Channel

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.

Recent Developments in the U.S. Nutrition Supplements Market

• In July 2025, the U.S. Customs and Border Patrol announced it had eliminated the de minimis import exemption for FDA-regulated goods, including dietary supplements. The FDA has also been active in updating guidance around New Dietary Ingredient (NDI) Notification Procedures and has released educational materials on those processes. There was draft guidance in mid-2024 and final guidance in early 2025. (Source: Venable)
• In April 2025, Celsius Holdings finalized its acquisition of Alani Nutrition for US$1.8 billion, which includes $150 million in tax assets. This move aims to bolster Celsius's position in the functional beverage sector, particularly in the growing market for zero-sugar alternatives. (Source: FoodBev Media)

U.S. Nutrition Supplements Market Leading Companies

• Abbott Laboratories
• Amway Corporation
• Herbalife Nutrition Ltd
• NOW Foods
• Ritual
• Carlson Labs
• Gaia Herbs
• Unilever (Olly, Liquid I.V., Nutrafol) 
• Applied Nutrition
• Vitaquest
• Rootine

Segments Covered in the Report

By Product Type 

• Vitamins 
• Minerals 
• Fatty Acids 
• Protein Powders & Amino Acids 
• Prebiotics 
• Probiotics 
• Herbal Supplements 
• Enzymes 
• Blended Supplements 
• Specialty Supplements (e.g., sports-specific, brain-health-specific) 

By Form 

• Tablets 
• Capsules 
• Softgels 
• Powders 
• Gummies 
• Liquids 

By Source 

• Plant-Based 
• Animal-Based 
• Synthetic / Fermentation-Derived 

By Consumer Group 

• Infants (0–2 years) 
• Children (3–12 years) 
• Adolescents (13–18 years) 
• Adults (19–59 years) 
• Seniors (60+ years) 
• Pregnant & Lactating Women 

By Health Application 

• General Health & Wellness 
• Bone & Joint Health 
• Energy & Weight Management 
• Digestive & Gut Health 
• Immune Support 
• Cardiovascular Health 
• Cognitive & Mental Health 
• Skin, Hair, Nail & Eye Health 
• Metabolic Health (e.g., diabetes, cholesterol management) 

By Distribution Channel 

• Online Retail (exclusive e-commerce stores) 
• Pharmacies & Drugstores 
• Supermarkets & Hypermarkets 
• Specialty Health Stores 
• Direct Sales (multi-level marketing)

Executive Summary

• Key Market Highlights
• Growth Outlook and Forecast Snapshot
• Analyst Recommendations

Market Overview

• Definition and Scope of Nutrition Supplements

• Market Size and Historical Growth Trends

• Consumer Demographics and Lifestyle Drivers

• Role of Preventive Healthcare and Wellness Culture

• Impact of Rising Healthcare Costs on Supplement Demand

Market Dynamics

• Key Drivers

  • Growing Awareness of Preventive Health

  • Expansion of E-commerce Supplement Sales

  • Innovations in Functional and Personalized Nutrition

• Restraints

  • Regulatory Scrutiny on Labeling and Health Claims

  • Ingredient Sourcing and Price Volatility

• Opportunities

  • Plant-Based and Vegan Supplement Growth

  • Expansion into Niche Categories (cognitive health, sports-specific)

• Challenges

  • Counterfeit Products and Quality Concerns

  • Competition from Conventional Foods with Fortification

Market Segmentation Analysis

By Product Type

• Vitamins

• Minerals

• Fatty Acids

• Protein Powders & Amino Acids

• Prebiotics

• Probiotics

• Herbal Supplements

• Enzymes

• Blended Supplements

• Specialty Supplements (sports-specific, brain-health-specific)

By Form

• Tablets

• Capsules

• Softgels

• Powders

• Gummies

• Liquids

By Source

• Plant-Based

• Animal-Based

• Synthetic / Fermentation-Derived

By Consumer Group

• Infants (0–2 years)

• Children (3–12 years)

• Adolescents (13–18 years)

• Adults (19–59 years)

• Seniors (60+ years)

• Pregnant & Lactating Women

By Health Application

• General Health & Wellness

• Bone & Joint Health

• Energy & Weight Management

• Digestive & Gut Health

• Immune Support

• Cardiovascular Health

• Cognitive & Mental Health

• Skin, Hair, Nail & Eye Health

• Metabolic Health (diabetes, cholesterol management)

By Distribution Channel

• Online Retail (exclusive e-commerce stores)

• Pharmacies & Drugstores

• Supermarkets & Hypermarkets

• Specialty Health Stores

• Direct Sales (multi-level marketing)

Go-to-Market Strategies

• Market Entry and Expansion Approaches for Supplement Brands
• Distribution Channel Strategies (Retail, Pharmacies, Online, DTC)
• Branding, Labeling, and Halal/Kosher/Organic Positioning in Supplements
• Marketing Approaches: Influencer Partnerships, Health Campaigns, and Wellness Events
• Case Studies of Successful U.S. Supplement Launches

Food & Beverage Production & Manufacturing Data

• Manufacturing Processes and Quality Standards (GMP, HACCP, ISO)
• Role of Contract Manufacturing and Private Labels
• Ingredient Sourcing and Supply Trends (botanicals, proteins, probiotics, vitamins)
• Capacity Utilization and Regional Manufacturing Clusters
• Packaging Innovations and Shelf-Life Management

Cross-Border Food & Beverage Trade

• Import and Export Trends of Nutrition Supplements
• Key Trading Partners and Global Trade Flows
• Impact of Tariffs, Trade Agreements, and Customs Regulations
• Export Potential of U.S. Supplements to Asia-Pacific, Europe, and Middle East
• Dependence on Global Raw Material Supply Chains

Regulatory Landscape & Policy Insights in Food & Beverage Market

• Role of FDA and DSHEA (Dietary Supplement Health and Education Act)
• Labeling Requirements and Health Claims Regulations
• State-Level Regulatory Considerations
• Compliance Challenges for New Entrants
• Harmonization Efforts with International Regulatory Standards

Government Policies & Investment in Food & Beverage

• Federal and State Government Programs Supporting Supplement Industry
• Public Health Initiatives and Nutritional Guidelines Influencing Demand
• Tax Incentives and Subsidies for Manufacturers
• Government R&D Investment in Nutraceutical Innovation
• Food Security and Supplement Access Programs

Technological Disruption & Innovations

• AI, Big Data, and Personalization in Supplement Recommendations
• Innovations in Delivery Formats (gummies, powders, RTD drinks, capsules)
• Use of Blockchain in Ingredient Traceability and Authenticity
• Biotechnology and Advanced Nutrient Extraction Methods
• Smart Manufacturing and Automation in Supplement Production

Consumer Adoption & Digital Transformation

• Trends in E-commerce and Direct-to-Consumer Models
• Consumer Awareness and Preferences for Clean-Label & Organic Supplements
• Role of Telehealth and Digital Health Platforms in Supplement Sales
• Generational Differences in Supplement Adoption (Gen Z, Millennials, Boomers)
• Influence of Social Media, Fitness Apps, and Influencers

Investment & Funding Insights in Food & Beverage

• Venture Capital and Private Equity Activity in Nutrition Supplements
• Mergers & Acquisitions Landscape
• Funding Trends in Personalized Nutrition and Functional Supplements
• International Investments in U.S. Supplement Brands
• Case Studies of Successful Funding Rounds

Sustainability & ESG in Food & Beverage

• Sustainable Ingredient Sourcing and Ethical Supply Chains
• ESG Benchmarks and Sustainability Reporting in Supplement Companies
• Role of Plant-Based and Vegan Supplements in ESG Strategies
• Packaging Sustainability and Waste Reduction Initiatives
• Consumer Willingness to Pay for Sustainable Products

Smart Supply Chain & Inventory Management

• AI-Enabled Inventory Forecasting and Optimization
• Cold Chain Logistics for Probiotic and Functional Supplements
• Blockchain for End-to-End Supply Chain Transparency
• Resilience Against Global Raw Material Shortages
• Last-Mile Delivery Innovations in Online Supplement Retail

Production & Consumption Patterns

• Regional Consumption Trends Across U.S. States
• Urban vs. Rural Consumption Divide
• Seasonal Demand Patterns and Health Trends
• Household vs. Institutional Consumption (gyms, clinics, hospitals)
• Impact of Fitness, Sports Nutrition, and Preventive Health Movements

Opportunity Assessment & Business Model Innovation

• High-Growth Supplement Categories (probiotics, omega-3, plant-based proteins)
• White Space Analysis for Niche Markets (prenatal, senior nutrition, cognitive health)
• Subscription-Based and Personalized Nutrition Models
• Collaborations Between Supplement Brands and Tech/Healthcare Companies
• Future Roadmap for New Entrants and Existing Players

Competitive Landscape

• Market Share Analysis of Leading Companies
• Competitive Strategies: Branding, Distribution, Partnerships
• Innovation in Product Formats (gummies, personalized packs, liquids)
• Mergers, Acquisitions, and Strategic Alliances

U.S. Nutrition Supplements Market Leading Companies

• Abbott Laboratories
• Amway Corporation
• Herbalife Nutrition Ltd
• NOW Foods
• Ritual
• Carlson Labs
• Gaia Herbs
• Unilever (Olly, Liquid I.V., Nutrafol)
• Applied Nutrition
• Vitaquest
• Rootine

Future Outlook

• Forecast of Market Growth (2025–2035)
• Emerging Consumer Trends and Preferences
• Personalization and DNA-Based Nutrition Pathways
• Strategic Recommendations for Market Players

Appendix

• Research Methodology
• Glossary of Terms
• List of Key U.S. Industry Associations and Regulatory Bodies