US dietary supplements market report size, share, growth drivers, trends, opportunities & forecast 2025–2030

United States Dietary Supplements Market Overview

• The United States Dietary Supplements Market is valued at USD 57 billion, based on a five-year historical analysis. This growth is primarily driven by rising health awareness, an aging population, increased demand for preventive healthcare, and the expanding trend of personalized nutrition. The market has seen a significant uptick in demand for various supplements, including vitamins, minerals, protein, and herbal products, as consumers seek to enhance their overall well-being and address specific health needs .
• Key states in this market include California, Texas, and New York, which lead due to their large populations, high disposable incomes, and a strong culture of health and wellness. These states benefit from robust retail infrastructure, high concentrations of health-conscious consumers, and significant penetration of both traditional and online sales channels .
• The Dietary Supplement Health and Education Act (DSHEA), 1994, issued by the U.S. Congress and enforced by the U.S. Food and Drug Administration (FDA), governs the regulation of dietary supplements. Under DSHEA, manufacturers are required to ensure product safety and accurate labeling, and the FDA has authority to take action against adulterated or misbranded supplements. Recent FDA guidance and enforcement actions have increased scrutiny on labeling, ingredient safety, and Good Manufacturing Practices (GMPs), further enhancing consumer trust and safety in the dietary supplements market .

United States Dietary Supplements Market Segmentation

By Type:The dietary supplements market is segmented into various types, including vitamins, minerals, herbal/botanical supplements, protein and amino acid supplements, omega fatty acids, probiotics, enzymes, and others. Among these, vitamins and minerals remain the most popular due to their essential roles in maintaining health and preventing deficiencies. Growing consumer awareness of the benefits of these supplements, especially for immunity, bone health, and energy, has led to increased consumption, particularly among health-conscious and aging populations .

By Formulation:The market is also segmented by formulation, which includes tablets, capsules, powders, softgels, liquids, gummies, and others. Tablets and capsules are the most widely used forms due to their convenience and ease of consumption. Gummies have gained significant popularity, particularly among younger consumers, due to their appealing taste and chewable format. The rise of powders and liquids is also notable, driven by demand for customizable and on-the-go nutrition solutions .

United States Dietary Supplements Market Competitive Landscape

The United States Dietary Supplements Market is characterized by a dynamic mix of regional and international players. Leading participants such as Abbott Laboratories, Glanbia Plc, The Archer-Daniels-Midland Company, Nature’s Sunshine Products, Inc., GlaxoSmithKline plc, Amway Corp., Herbalife International of America, Inc., GNC Holdings, Inc., Nature's Bounty Co., Garden of Life, LLC, NOW Foods, USANA Health Sciences, Inc., Optimum Nutrition, Inc., NutraBio Labs, Inc., MegaFood, Nature Made (Pharmavite LLC), Jarrow Formulas, Inc., BSN (Bio-Engineered Supplements and Nutrition), Bayer AG, Pfizer Inc., Ritual, Gaia Herbs, Nutraceutics Corp., XanGo, LLC, PharmaNutrics Himalaya Global Holdings Ltd. contribute to innovation, geographic expansion, and service delivery in this space.

United States Dietary Supplements Market Industry Analysis

Growth Drivers

• Increasing Health Consciousness:The United States has seen a significant rise in health consciousness, with 77% of adults actively seeking to improve their health through diet and supplements. This trend is supported by the U.S. Department of Health and Human Services, which reported that health-related spending reachedUSD 4.5 trillionin recent data. As consumers prioritize wellness, the demand for dietary supplements, particularly vitamins and minerals, is expected to grow, driving market expansion.
• Rise in Preventive Healthcare:Preventive healthcare is gaining traction, with the Centers for Disease Control and Prevention (CDC) noting that chronic diseases account forover 70%of deaths in the U.S. This has led to increased spending on preventive measures, including dietary supplements, which reachedUSD 50 billionin future. As consumers become more proactive about their health, the dietary supplements market is poised for growth, particularly in areas like immune support and heart health.
• Aging Population:The U.S. Census Bureau projects that in future,20%of the population will be over 65 years old, increasing the demand for dietary supplements tailored to older adults. In future, the market for supplements targeting age-related health issues was valued atUSD 15 billion. This demographic shift is driving innovation in product formulations, particularly in areas such as joint health, cognitive function, and overall vitality, further propelling market growth.

Market Challenges

• Regulatory Compliance Issues:The dietary supplements industry faces stringent regulatory compliance challenges, particularly under the Dietary Supplement Health and Education Act (DSHEA). In future, the FDA issued over200warning letters to companies for non-compliance with labeling and marketing regulations. This regulatory scrutiny can hinder market entry for new players and increase operational costs for existing companies, impacting overall market growth.
• Misinformation and Consumer Skepticism:Misinformation surrounding dietary supplements has led to increased consumer skepticism. A survey indicated that40%of consumers are unsure about the efficacy of supplements due to conflicting information. This skepticism can deter potential buyers, affecting sales and market growth. Companies must invest in transparent marketing and education to rebuild trust and encourage informed purchasing decisions.

United States Dietary Supplements Market Future Outlook

The future of the dietary supplements market in the United States appears promising, driven by ongoing trends in health consciousness and preventive healthcare. As consumers increasingly seek personalized nutrition solutions, companies are likely to invest in innovative product formulations and technology integration. Additionally, the expansion of e-commerce platforms will facilitate greater access to a diverse range of supplements, enhancing consumer choice and convenience. This dynamic environment presents significant opportunities for growth and market evolution.

Market Opportunities

• Growth in Plant-Based Supplements:The demand for plant-based supplements is surging, with sales reachingUSD 12 billionin future. This trend is driven by increasing consumer awareness of health benefits associated with natural ingredients. Companies that focus on developing plant-based formulations can tap into this growing market segment, appealing to health-conscious consumers seeking sustainable options.
• Increased Focus on Personalized Nutrition:Personalized nutrition is becoming a key trend, with the market for customized supplements projected to reachUSD 5 billionin future. Advances in technology, such as DNA testing and AI-driven recommendations, are enabling companies to offer tailored solutions. This focus on personalization can enhance customer satisfaction and loyalty, providing a competitive edge in the dietary supplements market.