The United States Dietary Supplements Market is expected to reach US$ 103.56 billion by 2033 from US$ 54.24 billion in 2024, with a CAGR of 7.45% from 2025 to 2033. Key factors driving the growth of the U.S. dietary supplements market include rising health awareness, rising demand for preventive healthcare, busy lifestyles, an aging population, growing fitness trends, the expansion of online retail, formulation innovation, and government support for nutrition and wellness.
The market for dietary supplements in the United States is developing as a result of consumers' increased attention on preventive healthcare and health consciousness. Convenient nutrition and immunity-boosting products are in high demand due to aging populations, busy lives, and rising stress levels. Consumption of protein, vitamin, and herbal supplements is encouraged by growing fitness trends and sports engagement. Direct-to-consumer sales channels and e-commerce platforms improve product accessibility, while ongoing innovation in tastes, formulations, and delivery methods increases market attractiveness. Adoption is further supported by government regulations that encourage dietary knowledge and wellness. The use of nutritional supplements is increasing in all age groups due to growing awareness of the prevention of chronic diseases, immunity building, and overall well-being.
United States Dietary Supplements Industry Overview
Products designed to supplement the diet with nutrients - such as vitamins, minerals, amino acids, herbs, or botanicals - that may be deficient or need to be enhanced are known as dietary supplements. They come in a variety of forms, including liquids, gummies, powders, tablets, and capsules. Supplements help with immunity, fitness, muscle growth, and general health. They can also help with specific deficiencies. In contrast to medications, they enhance dietary consumption rather than treat illnesses. Dietary supplements are a convenient and well-liked preventive healthcare option that promotes wellbeing, vitality, and balanced nutrition in daily living due to growing health consciousness and lifestyle-related deficits.The market for dietary supplements in the United States is developing as a result of consumers' increased attention on preventive healthcare and health consciousness. Convenient nutrition and immunity-boosting products are in high demand due to aging populations, busy lives, and rising stress levels. Consumption of protein, vitamin, and herbal supplements is encouraged by growing fitness trends and sports engagement. Direct-to-consumer sales channels and e-commerce platforms improve product accessibility, while ongoing innovation in tastes, formulations, and delivery methods increases market attractiveness. Adoption is further supported by government regulations that encourage dietary knowledge and wellness. The use of nutritional supplements is increasing in all age groups due to growing awareness of the prevention of chronic diseases, immunity building, and overall well-being.
Growth Drivers for the United States Dietary Supplements Market
Rising Health Awareness
The market for dietary supplements has increased dramatically in recent years due to a notable rise in consumer awareness of health and wellbeing. People are taking more initiative to keep themselves healthy and are looking for ways to avoid chronic diseases. This change can be seen in a number of programs, such Bayer's One A Day campaign, which tries to dispel myths about wellness. The #WellnessConfessionals campaign was launched by Bayer and former NFL player Julian Edelman in May 2024 on popular social media sites like Facebook, Instagram, and TikTok. In order to refute implausible or pseudoscientific claims made in online wellness forums, the initiative urged people to submit candid stories of their wellness experiences. These initiatives are a reflection of the increased focus on making educated health decisions and the part supplements play in promoting general well-being.Busy Lifestyles
Due to the hectic pace of contemporary living, dietary supplements are increasingly being used as a quick fix for nutritional deficiencies. Maintaining balanced diets can be difficult for people who are balancing obligations to their families, jobs, and social lives. Supplements are a useful way to guarantee sufficient consumption of vital nutrients. Businesses like Herbalife have responded to this need by launching products designed to meet particular health needs. The GLP-1 Nutrition Companion is a line of food and supplement product pairings that Herbalife introduced in February 2024 to help people taking weight-loss drugs meet their nutritional needs. By offering vital nutrients to promote general health, these products seek to correct certain nutritional deficits brought on by appetite-suppressing drugs. These developments meet the needs of customers looking for effective strategies to keep healthy while juggling hectic schedules.Immunity Focus
The market for dietary supplements in the United States is significantly influenced by consumers' growing emphasis on immunity and general health. Customers are actively looking for vitamins, minerals, probiotics, herbal extracts, and other functional supplements as a result of growing knowledge of the role nutrition plays in promoting immune function. Immunity-boosting products are especially well-liked by adults, the elderly, and health-conscious people who want to lower their risk of illness and preserve their general health. Stress, seasonal variations, and lifestyle choices like a poor diet or excessive exercise also promote the usage of supplements to boost immunity. Interest in immunity-boosting goods surged during the COVID-19 pandemic and has continued to do so, impacting consumer behavior and brand development. Businesses are adding substances like vitamin C, vitamin D, zinc, and botanicals that have been scientifically linked to immune support to their product portfolios. This emphasis on resilience and preventative health promotes steady market expansion in the dietary supplement industry.Challenges in the United States Dietary Supplements Market
Regulatory Complexity
One of the biggest obstacles facing the US market for nutritional supplements is regulatory complexity. Although the Dietary Supplement Health and Education Act (DSHEA) gives the FDA authority over supplement safety, pre-market approval is not necessary for the majority of products. This raises the possibility of infractions or recalls by creating a situation where businesses must deal with ambiguous regulations, disparate labeling specifications, and compliance standards. To guarantee that safety and efficacy claims are true, brands need to make significant investments in quality assurance, testing, and legal knowledge. The introduction of novel formulations and new goods may be slowed down by regulatory ambiguity. In particular, smaller businesses might find it difficult to comply with regulations, which would restrict innovation and competitiveness. Maintaining customer trust while abiding by intricate rules continues to be a significant obstacle to market expansion.Supply Chain Disruptions
The market for nutritional supplements is severely hampered by supply chain interruptions, which have an impact on output, accessibility, and profitability. The basic materials used in many supplements, such as vitamins, minerals, herbs, and specialty additives, are supplied internationally and can be delayed, scarce, or fluctuate in price. Geopolitical concerns, transportation constraints, and manufacturing disruptions can all make it more difficult to deliver goods on time to distributors and retailers. Stockouts, higher production costs, and a decline in consumer trust might result from these difficulties. To reduce risks, businesses must create strong supply chain strategies that include local manufacturing, inventory control, and diversified sourcing. Long-term disruptions can hinder the introduction of new goods, impede market growth, and make it harder for customers to find preventative health and wellness solutions.California Dietary Supplements Market
California represents a major market for dietary supplements due to its large, diverse, and health-conscious population. Urban centers such as Los Angeles and San Francisco have a high adoption of fitness, wellness, and preventive healthcare trends, fueling demand for vitamins, minerals, protein powders, and herbal supplements. Consumers are increasingly influenced by social media campaigns and celebrity endorsements, such as Bayer’s One A Day initiative featuring Julian Edelman, which promotes informed wellness choices. E-commerce platforms and specialty retail stores enhance product accessibility across the state. Additionally, a focus on holistic health, plant-based diets, and lifestyle wellness encourages the adoption of functional supplements. These trends make California a key driver of innovation and growth in the U.S. dietary supplements market.Texas Dietary Supplements Market
Texas is a rapidly growing market for dietary supplements, shaped by its large population and regional diversity. Urban areas such as Houston, Dallas, and Austin have a strong presence of fitness enthusiasts, preventive healthcare seekers, and wellness communities, increasing demand for vitamins, protein supplements, and immunity boosters. Rural areas are gradually adopting supplements, supported by community health programs and growing e-commerce penetration. The introduction of innovative products, such as Herbalife’s GLP-1 Nutrition Companion, addresses busy lifestyles and targeted nutrition needs, further boosting consumption. Texas consumers are increasingly aware of health trends and lifestyle-driven nutrition, prompting brands to focus on convenient, accessible, and high-quality supplement options. This combination of population size and evolving consumer behavior positions Texas as a major contributor to market growth.New York Dietary Supplements Market
New York is a prominent dietary supplements market, supported by a health-conscious urban population and strong wellness infrastructure. Major cities, particularly New York City, show high adoption of preventive healthcare, fitness, and functional nutrition products. Consumers prioritize immunity, energy, and weight management, creating demand for vitamins, minerals, herbal formulations, and protein supplements. Social media, influencer campaigns, and community wellness programs influence purchasing decisions, encouraging informed supplement use. Retail stores, online platforms, and subscription services improve product accessibility. While urban adoption is high, outreach to suburban and rural populations is gradually increasing. New York’s focus on wellness, preventive care, and lifestyle-oriented nutrition makes it a key market for innovation, new product launches, and growth in the dietary supplements sector.Florida Dietary Supplements Market
Florida’s dietary supplements market is shaped by a diverse population and growing wellness awareness, particularly among retirees and active adults. Urban centers have high adoption of vitamins, protein supplements, and herbal products for immunity, energy, and preventive health. Community programs, retail availability, and e-commerce platforms enhance access to nutritional products across the state. Brands are introducing specialized offerings, such as Herbalife’s GLP-1 Nutrition Companion, catering to busy lifestyles and personalized nutrition needs. Seasonal tourism and fitness trends also influence supplement consumption. While urban demand is high, rural and underserved areas are gradually increasing adoption through outreach initiatives. Florida’s combination of a health-focused population and evolving consumer behavior positions it as a strong contributor to the U.S. dietary supplements market.Recent Developments in United States Dietary Supplements Market
- To revolutionize the tailored nutrition market, Vitaboom and GetHealthy formed a strategic alliance in February 2025. Through the integration of GetHealthy's cutting-edge digital health platform and Vitaboom's knowledge of nutritional supplements, the partnership seeks to provide customers with personalized supplement recommendations and wellness programs. The collaboration uses user data and AI-driven insights to provide customized nutrition products that help people reach their health objectives. It is anticipated that this program would improve consumers' overall health outcomes and establish a new benchmark for individualized wellness.
- In June 2024, the Akkermansia Company, a leading manufacturer of clinically proven, next-generation gut health solutions, launched in the United States consumer market.
- In August 2024, InfiniWell, a leading health supplement company, launched the ‘nutrient delivery matrix'- Smart Chocolate BPC-157.
- In May 2024, NOW Foods reaffirmed its commitment to independent retailers by launching 20 product sizes exclusively available for sale in brick-and-mortar stores. These specially tailored products, which include popular items like 5HTP, CoQ10, probiotics, and vitamin D, fill a niche between the typical small and large bottle quantities offered by NOW. Each product prominently features an "In store only" logo on its label.
- In February 2024, Herbalife Nutrition unveiled a new line of food and supplement combinations, dubbed the 'GLP-1 Nutrition Companion', specifically tailored to support the nutritional needs of individuals using GLP-1 and other weight-loss medications. This innovative range features Herbalife's signature protein shake, recognized globally for its quality and effectiveness, and a carefully curated selection of other nutritional supplements.
United States Dietary Supplements Market Segments:
Form
- Tablets
- Capsules
- Soft Gels
- Powders
- Gummies
- Liquids
- Others
Type
- Herbal Supplements/Botanicals
- Vitamins
- Minerals
- Probiotic Supplements
- Blended Vitamin and Minerals
- Fatty Acids
- Protein and Amino Acids
- Others
Application
- General well-being
- Sports Nutrition
- Immune Support
- Bone & Joint Health
- Digestive Health
- Weight Management
- Other Applications
End Use
- Adults
- Geriatric
- Pregnant Women
- Children
- Infants
Distribution Channel
- Supermarkets/Hypermarkets
- Pharmacies
- Online Platforms
- Specialty Stores
- Others
States - Market breakup in 29 viewpoints:
- California
- Texas
- New York
- Florida
- Illinois
- Pennsylvania
- Ohio
- Georgia
- New Jersey
- Washington
- North Carolina
- Massachusetts
- Virginia
- Michigan
- Maryland
- Colorado
- Tennessee
- Indiana
- Arizona
- Minnesota
- Wisconsin
- Missouri
- Connecticut
- South Carolina
- Oregon
- Louisiana
- Alabama
- Kentucky
- Rest of United States
All companies have been covered from 5 viewpoints:
- Company Overview
- Key Persons
- Recent Development & Strategies
- SWOT Analysis
- Sales Analysis
Key Players Analysis
- Amway Corporation
- Abbott Nutrition
- Glanbia PLC
- Bayer AG
- Pfizer Inc.
- Suntory Holdings Ltd
- Herbalife Nutrition
- Haleon Plc
- Otsuka Holdings Co. Ltd
- The Bountiful Company
Table of Contents
1. Introduction3. Executive Summary13. Value Chain Analysis
2. Research & Methodology
4. Market Dynamics
5. United States Dietary Supplements Market
6. Market Share Analysis
7. Form
8. Type
9. Application
10. End Use
11. Distribution Channel
12. Top States
14. Porter's Five Forces Analysis
15. SWOT Analysis
16. Pricing Benchmark Analysis
17. Key Players Analysis
Companies Mentioned
- Amway Corporation
- Abbott Nutrition
- Glanbia PLC
- Bayer AG
- Pfizer Inc.
- Suntory Holdings Ltd
- Herbalife Nutrition
- Haleon Plc
- Otsuka Holdings Co. Ltd
- The Bountiful Company
Methodology
In this report, for analyzing the future trends for the studied market during the forecast period, the publisher has incorporated rigorous statistical and econometric methods, further scrutinized by secondary, primary sources and by in-house experts, supported through their extensive data intelligence repository. The market is studied holistically from both demand and supply-side perspectives. This is carried out to analyze both end-user and producer behavior patterns, in the review period, which affects price, demand and consumption trends. As the study demands to analyze the long-term nature of the market, the identification of factors influencing the market is based on the fundamentality of the study market.
Through secondary and primary researches, which largely include interviews with industry participants, reliable statistics, and regional intelligence, are identified and are transformed to quantitative data through data extraction, and further applied for inferential purposes. The publisher's in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. These analytical tools and models sanitize the data & statistics and enhance the accuracy of their recommendations and advice.
Primary Research
The primary purpose of this phase is to extract qualitative information regarding the market from the key industry leaders. The primary research efforts include reaching out to participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions. The publisher also established professional corporate relations with various companies that allow us greater flexibility for reaching out to industry participants and commentators for interviews and discussions, fulfilling the following functions:
- Validates and improves the data quality and strengthens research proceeds
- Further develop the analyst team’s market understanding and expertise
- Supplies authentic information about market size, share, growth, and forecast
The researcher's primary research interview and discussion panels are typically composed of the most experienced industry members. These participants include, however, are not limited to:
- Chief executives and VPs of leading corporations specific to the industry
- Product and sales managers or country heads; channel partners and top level distributors; banking, investment, and valuation experts
- Key opinion leaders (KOLs)
Secondary Research
The publisher refers to a broad array of industry sources for their secondary research, which typically includes, however, is not limited to:
- Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
- Patent and regulatory databases for understanding of technical & legal developments
- Scientific and technical writings for product information and related preemptions
- Regional government and statistical databases for macro analysis
- Authentic new articles, webcasts, and other related releases for market evaluation
- Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecasts
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Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 200 |
| Published | September 2025 |
| Forecast Period | 2024 - 2033 |
| Estimated Market Value ( USD | $ 54.24 Billion |
| Forecasted Market Value ( USD | $ 103.56 Billion |
| Compound Annual Growth Rate | 7.4% |
| Regions Covered | United States |
| No. of Companies Mentioned | 10 |
