Dietary Supplements Market Size & Share Analysis - Trends, Drivers, Competitive Landscape, and Forecasts (2025 - 2030)

Dietary Supplements Market Size

Dietary Supplements Market Trends & Growth Drivers

Online Sales Are Biggest Trend in Market

• Once the COVID-19 pandemic began, consumer demand for supplements—especially immunity-associated supplements, such as vitamin C and elderberry, as well as general wellness supplements—quickly rose.
• With governments soon imposing lockdowns and many consumers choosing to stay in to protect themselves against the virus, e-commerce became the channel of choice for many supplement users.
• The growth in e-commerce sales has been one of the most-significant changes seen in the supplement industry over the last year.
• Nowadays, several internet-based retailers provide nutritional supplements.
• The easy and convenient shopping experience, sales promotions, and exclusive product availability on a large number of e-commerce platforms are thus boosting product sales.

Rising Health Awareness in Aging Population

• Consumers across regions have become more health-conscious, which is driving the growth of the dietary supplement market.
• To maintain good health and quality of life, elderly people are focusing on adjusting to nutritional supplements specifically tailored to their needs.
• Aging causes a variety of changes in an individual, including psychological, physiological, and social changes, all of which have an impact on their nutritional and food choices.
• Also, the aging population is becoming increasingly reliant on routine food choices and nutritional consumption patterns.
• Moreover, the growing older population has increased the demand for age-friendly food alternatives with improved nutritional content to support their overall health.
• With the increasing bone health and mobility concerns, consumers have become more aware of healthy aging and disease prevention.
• Thus, there is an increased demand for supplemental nutrition solutions that align with the nutritional needs of aging consumers.

High Cost of Bio-Based Dietary Supplements Poses Challenges

• Depending on the source (natural) and its harvesting season, the cost of a dietary supplement may change dramatically.
• Additionally, most natural ingredients are not always readily available, or their costs may rise during specific months; these issues have an impact on the expense of producing the product.
• For instance, peppermint grows in the spring season and requires moist soil and partial sunlight.
• It is a type of runner, and, in suitable conditions, it spreads very fast.
• Similarly, fennel plant growth is suitable for late summer.
• It grows in full sun and partial shade conditions. Similarly, ginger is planted between the spring and summer and harvested during winters.
• Thus, the cost of dietary supplements created from peppermint, fennel, and ginger will be high in the summer, winter, and spring, respectively.
• Contrarily, the production costs of synthetic ingredients are lower, and they do not require managing the natural sources from which the functional principles are to be taken.
• Additionally, for bio-based products, a large number of methods and technologies are being researched and developed, thus resulting in a high cost of these supplements.
• On the other hand, ingredients created over years of study and financial effort are likely to cost less in contemporary times than those found in nature, since the funds in R&D have already been put in years ago and the production technologies are now mature and easily accessible.
• For instance, products made from bovine sources are less expensive than those made from glucosamine, which is found in sharks and a prominent component included in bone and joint health products.
• Additionally, procedures for validating these substances are costly.
• The cost of the product will probably increase because of the mandates for third-party ingredient testing and certifications, such as the United States Pharmacopoeia (USP) certification.

Dietary Supplements Market Analysis

Product Type Analysis

In 2024, vitamin supplements account for the largest share, of 30%, in the dietary supplement market. This is due to the deficiency of essential vitamins, such as A, B, C, and E, among the population. Moreover, developed countries with a predominantly non-vegetarian population, witness high sales of vitamin supplements, as these nutrients are generally present in fruits and vegetables. Since the diet here contains more meat and less fruits and vegetables, people here suffer from a significant vitamin deficiency, being unable to source them naturally from food.

Moreover, the imbalance of proper nutrients in a regular diet increases the dependence on supplement products, among which vitamin supplement plays an important role. Consumption of vitamin supplements varies according to the age group of customers, depending on their specific preferences. Women use Vitamin C-rich products to protect their skin from UV radiation from the sun. Further, Vitamin B is responsible for the proper functioning of immune and nervous systems, and is also used for healthy cell growth and division. Adult women are the largest end-user of vitamin supplement products, followed by adult men.

Proteins are the fastest-growing category because of the increasing number of athletes and people who work out in gyms. Bodybuilders extensively consumes protein shakes and powders as they engage in intensive training and exercise with weights. Moreover, companies that sell protein supplements have found a reliable marketing tool in the form of Facebook, Instagram and Tik-Tok influencers, both men and women. The common notion that a well-built body is attractive continues to drive both the sexes to bodybuilding and weight training, which mandates the consumption of a high-protein diet.

Furthermore, botanical supplement is the third-largest used product in the market. The increasing adoption of a vegan diet around the globe, owing to the growing environmental concerns, is expected to boost the demand for botanical ingredients. In addition, the rising incidence of chronic diseases and advantages associated with botanical drugs over synthetic drugs, such as being safer with no adverse side effects and affordability, are driving the market growth in this category.

Here is the product types analyzed in the report:

• Vitamins (Largest Category)
• Minerals
• Botanicals
• Enzymes
• Fatty Acids
• Proteins (Fastest-Growing Category)
• Others

End User Analysis

In 2024, the adult category dominates the market with a share of 46%. This is due to the changing lifestyles and hectic work schedules among working adults are leading to nutritional deficiencies, which are expected to increase the consumption of supplements by adults. In addition, the rising prevalence of obesity, cardiovascular diseases, diabetes, and other related conditions among adults around the globe is the key factor driving the market.

Moreover, the rising acceptance of sports as a professional career is expected to drive the demand for dietary supplements like protein, vitamins, minerals, fatty acids, amino acids, and others in the upcoming years. Athletes and sportspersons are becoming increasingly interested in sports nutrition products and supplements to enhance their endurance and boost their performance.

Infants will witness the highest CAGR during the forecast period, of 11% around, attributed to the increasing incidence of malnutrition in this age group. Pregnant mothers in many poor countries are not healthy themselves, which is why they often bear underweight and severely malnourished babies. As per the World Health Organization (WHO), in 2022, over 148 million children aged less than 5 years were too short, while 45 million had a disproportionately low weight compared to their height and 37 million were overweight. The increasing awareness of this issue, due to the campaigns for government and private agencies, continues to encourage parents to give dietary supplements to infants.

The following end users were studied:

• Adults (Largest Category)
• Children
• Pregnant Women
• Elderly
• Infants (Fastest-Growing Category)

Form Analysis

In 2024, the tablets category accounts for the largest revenue share, of 33.4% around, in the market, based on form. This is due to the increasing usage of vitamin and supplement products in the form of tablets, due to the ideal dosage form, less cost, more shelf life, convenient, and easily available.

The liquids category is expected to witness the fastest growth during the forecast period. This can be due to the increasing demand for liquid supplements, which are easily absorbed in the body, have more bioavailability, and easy to promote the linkage of nutrition with liquid supplements.

The report offers insights into these forms:

• Tablets (Largest Category)
• Capsules
• Soft gels
• Powders
• Gummies
• Liquids (Fastest-Growing Category)
• Others

Distribution Channel Analysis

Supermarkets and hypermarkets hold the largest share in the market as they are the traditional distribution channel for these products. Such places offer a huge range of dietary supplements by various brands, which customers are read about in detail before buying.

The online retail category is expected to grow at the highest CAGR during the forecast period. This can be mainly because a large consumer base is shifting toward online shopping and the e-commerce sector has significantly grown after the pandemic. Moreover, e-commerce websites enable extensive product comparisons, electronic payments, and home deliveries, apart from offering lucrative discounts.

The below-mentioned distribution channels are considered:

• Pharmacies and Drug Stores
• Supermarkets and Hypermarkets (Largest Category)
• Online Retail (Fastest-Growing Category)
• Others

Regional Analysis

APAC leads the dietary supplement market, with a revenue share of around 36%, in 2024, and it will also witness the highest CAGR over this decade. The demand for dietary supplements in the region has increased, due to the rising health-consciousness among consumers, surging expenditure on health-enhancing products as a result of increasing per capita income, and growing awareness about supplements. Furthermore, countries such as China, India, and Japan have a high prevalence of chronic diseases. Vitamins and multivitamins are gaining popularity as people turn to dietary supplements to prevent chronic diseases.

The market is primarily driven by the rising consumer knowledge of the advantages of nutritional supplements and their easy accessibility in the region. Additionally, the population of the APAC region has increasingly begun to favor naturally derived goods, functional meals, and fortified foods, despite the region's reputation for excellence in conventional medicine.

The market for nutritional supplements, particularly those made from natural sources, has seen a significant impact of the trend of a complete approach to health and wellbeing. In the region, nutritional supplements are now a standard household item. The growing interest in sports and physical activity, to meet fitness objectives, has also been a major driver for the dietary supplements market expansion. Protein powders and energy-boosting supplements are widely consumed by fitness enthusiasts and professional athletes, which has helped the market expand.

Below is the geographical breakdown of the industry:

• North America
  • U.S. (Larger and Faster-Growing Country Market)
  • Canada
• Europe
  • U.K.
  • Germany
  • France (Largest and Fastest-Growing Country Market)
  • Spain
  • Italy
  • Rest of Europe
• Asia-Pacific (APAC) (Largest and Fastest-Growing Regional Market)
  • China (Largest Country Market)
  • India (Fastest-Growing Country Market)
  • Japan
  • Australia
  • Rest of APAC
• Latin America (LATAM)
  • Brazil (Largest Country Market)
  • Mexico (Fastest-Growing Country Market)
  • Rest of LATAM
• Middle East and Africa (MEA)
  • Saudi Arabia
  • South Africa (Largest and Fastest-Growing Country Market)
  • Rest of MEA

Dietary Supplements Market Share

• The market is highly fragmented as it does not take much R&D expertise or financial capability to produce this product in bulk.
• This is why a large number of companies, ranging from well-known multinational companies to almost-unheard-of local firms, prosper.
• The latter is mostly true of developing countries, which have a larger consumer base but lax knowledge of which brands are worthy and which fraudulent.
• Additionally, a huge array of dietary supplements is marketed to people with varying needs.
• The ease of distribution of these products via local stores, supermarkets, and online also allows smaller companies to proliferate.

Dietary Supplements Market News

• In October 2024, Nu Skin Enterprises the MYND360 line of topical solutions and dietary supplements focused on mental health.
• In August 2024, Abbott Laboratories expanded its Pure Bliss portfolio of infante formulae marketed in the U.S. with Europe-made organic products.
• In February 2024, Herbalife Nutrition launched product combinations under the GLP-1 Nutrition Companion brand for people on weight-loss medication.
• In February 2023, Bayer AG expanded its Nutrient Gap Initiative, aimed at tackling malnutrition through enhanced access to safe dietary supplements and nutritious food.