North America Dietary Supplements Market Size, Share & Trends Analysis Report By Ingredient, By Form, By Application, By End-use, By Type, By Distribution Channel, By Region, And Segment Forecasts, 2025 - 2030

Market Size & Trends

The North America dietary supplements market size was valued at USD 61.79 billion in 2024 and is projected to grow at a CAGR of 5.8% from 2025 to 2030. The increasing consumer awareness regarding personal health and well-being is one of the key drivers of the market. Furthermore, the growing demand for products that complement healthy dietary preferences to lead disease-free lifestyles is expected to drive the market over the forecast period.

North America is one of the key regions in the dietary supplement market, with many players and contract manufacturers based in the region. Vertical integration within the value chain has made the supply chain more compact and efficient. The industry in North America is transforming to a less centralized, decluttering trend. The manufacturers have been focusing on incorporating new technologies and customized solutions to meet consumer demands.

Multiple brands and ingredient providers are incorporating innovation-based features, delivery systems, and novel technologies in products to offer improved product portfolios. For instance, in November 2024, Specnova, a biotech company and one of the key ingredient suppliers for numerous industries, launched recently developed NovaQSpheres. This newly designed delivery system offers the ability to enable the controlled release of specific ingredients. NovaQSpheres technology ensures the precise release of ingredients over a span of 8 to 12 hours.

Effective distribution strategies embraced by the key market participants also play a significant role in the growth experienced by this market. Companies utilize websites, e-commerce, and online portals for online distribution, while they prefer pharmacies, hypermarkets, and pharmacies for offline distribution. Manufacturers partner with online retailers, such as Amazon, to deliver products directly to end users. For instance, in September 2024, Beachbody, LLC, one of the major players in the health and wellness industry in the region, announced the expansion of its direct-to-consumer, Amazon-based, and partnership-driven sales channels to support changes initiated to broaden its distribution channels.

Increasing awareness regarding the role of dietary preferences in overall human health and well-being is expected to fuel the growing demand for nutritional supplements. Launching new brands, collaborating among companies, and increasing the availability of multiple products also add significant growth opportunities. For instance, in November 2024, Prenetics Global Limited, a life sciences company, partnered with global sports icon David Beckham to launch the IM8 brand. The brand has introduced two products, Daily Ultimate Essentials and Daily Ultimate Longevity, designed to deliver an all-in-one supplement solution.

Ingredient Insights

Vitamins dominated the North America dietary supplements industry and accounted for a share of 28.8% in 2024. Factors fueling the growth of this segment include advancements in science and technology, continuous increases in the aging population, and rising interest in attaining wellness through diet. Growing customer demand based on age, application, and specific requirements has stimulated multiple companies operating in the health and nutrition industries to launch new product ranges. For instance, in March 2024, NatureMode, a vitamins and supplements brand, launched Nature Made Zero Sugar Gummies, equipped with sugar-free formulations of vitamins and supplements. Such developments are expected to support the segment’s growth.

The protein & amino acids ingredient segment is expected to grow at the fastest CAGR over the forecast period. This is due to the increasing demand for protein and amino acids in sports nutrition products. Furthermore, the emergence of new plant-based proteins such as soy, spirulina, and hemp is expected to further contribute to the segment’s growth. Protein supplements are increasingly adopted by young consumers who also consider aspects such as taste and flavors available. Numerous companies have been engaging in partnerships and collaborations to address the changing requirements of consumers. For instance, in March 2025, Hostess, one of the key brands in the regional sweet-baked snacks market, and REDCON1, a major market player in sports nutrition, announced a multi-year exclusive partnership aiming at innovative product collaborations. Such partnerships and collaborations are expected to add lucrative growth opportunities for this segment.

Form Insights

The tablet segment dominated the North America dietary supplements industry in 2024. Key features associated with tablets, such as ease of usage and convenient packaging, have led to growing demand. Their high absorption capacities also contribute to the increasing adoption. Moreover, the higher market penetration of the e-commerce industry, which facilitates online shopping for dietary supplements, has also influenced the growth experienced by this segment. Tablets provide improved stability and shelf life compared to liquid or gummies, which makes this form one of the preferences of manufacturers.

The liquids segment is projected to grow at the fastest CAGR over the forecast period. The ease of consumption associated with the liquid form, multiple products launched by key market participants, and effective distribution strategies implemented by various brands are primarily driving the growth of this segment. Efficient absorption capacities of liquid form also lead to higher adoption.

Application Insights

The energy & weight management segment accounted for the largest revenue share of the North America dietary supplements industry in 2024. Sports enthusiasts influence the demand for dietary supplements containing proteins and vitamins. These products help athletes restore energy, improve muscular endurance, and minimize body wear and tear. Nearly 6 in 10 adults use a sports nutrition product, and combined consumer sales of nutrition bars, sports nutrition supplements, and energy drinks are expected to fuel energy nutrition demand. According to WHO, obesity is among the leading causes of disability and fatal consequences in the WHO European Region.

The prenatal health segment is projected to experience the fastest CAGR from 2025 to 2030. Nutrition plays a vital role in the prenatal stage, and dietary supplements provide efficient solutions for this requirement. The growth of this segment is mainly driven by aspects such as increasing awareness, ease of accessibility, significant changes in average maternal age, and others. Multiple product launches by key market participants are expected to add lucrative growth opportunities to this market. For instance, in November 2024, Materna brand, one of the key market participants in food and consumer goods company, Nestlé launched newly developed nutrition solutions Materna Nausea and Materna Pre. The Products are designed for pregnancy-related symptoms and fertility-related issues.

End-use Insights

The adult segment dominated the North America dietary supplements industry with largest revenue share in 2024. A rise in the consumption of dietary supplements by working individuals to maintain a healthy lifestyle primarily drives segment growth. Furthermore, the growing adoption of nutritional supplements by professional athletes, increasing utilization by individuals interested in outdoor recreation, and the focus of multiple brands on the delivery of products designed for this category of end users are some of the key growth driving factors for this market.

The infants segment is anticipated to experience the fastest CAGR over the forecast period. Fish and salmon are not a part of the regular staple diet of mothers. Hence, the mothers tend to lack basic omega-3 content in their diet. This impacts the omega-3 nutrition of infants during pregnancy. The rising consumption of breast milk substitutes, which closely resemble the functionality and composition of breast milk, is anticipated to drive the demand for vitamin and omega-3-based dietary supplements.

Type Insights

The OTC segment dominated the North America dietary supplement industry in 2024. Easy availability, convenience, and cost-effectiveness contribute to the segment’s growth. Rising consumer awareness regarding the nutritional benefits of the products and effective distribution strategies embraced by the key market participants operating in the over-the-counter dietary supplements are likely to add lucrative growth opportunities for this segment.

The prescribed dietary supplements market is projected to experience the fastest CAGR from 2025 to 2030. In developing countries, there is low awareness regarding the side effects and risks associated with self-medication. Strict regulations related to OTC products and the increasing inclusion of multiple dietary supplements to support the treatment of various diseases are primarily driving the growth of this market. For instance, nutritional supplements are often prescribed by health professionals in the treatment of Osteoporosis, Malabsorption disorders, Age-related macular degeneration (AMD), and other health problems.

Distribution Channel Insights

The offline distribution segment accounted for the largest revenue share of the North America dietary supplements industry in 2024. The sale of dietary supplements through offline distribution channels is anticipated to witness steady growth owing to the flexibility of consumers as consumers get personalized attention from store staff, which provides knowledgeable second opinions on the new products in the market. Furthermore, introducing private label brands by retail channel players is expected to boost the demand for dietary supplements markets further. Ease of accessibility and focus of multiple brands on offline distribution to accomplish greater brand visibility are expected to drive the growth of this segment over the forecast period.

The online distribution segment is projected to experience the fastest CAGR from 2025 to 2030. This segment is growing due to the growing sale of dietary supplements through mobile and user-friendly websites, e-mails, paid marketing, affiliate marketing, and paid promotions through e-commerce websites. The younger generation prefers shopping online more than in-store purchases. Emerging private-label supplement brands may have advantages by opting for online retailing, as it is cost-effective. Also, it takes less time to reach the maximum population across the region when compared to other marketing strategies.

Country Insights

U.S. America Dietary Supplements Market Trends

The U.S. dominated the North America dietary supplements market and accounted for a revenue share of 91.4% in 2024. This is attributed to factors such as the presence of a large existing consumer base in the country, multiple brands and manufacturers with active operations in the U.S., and effective distribution strategies embraced by the major market participants. The U.S. is home to various brands such as Nature Made, Kirkland Signature, Vitafusion, and others.

Canada America Dietary Supplements Market Trends

Canada is expected to experience the fastest growth from 2025 to 2030. This market is primarily driven by aspects such as increasing awareness regarding the role of diet in overall human health, ease of accessibility to products offered by global brands, and the focus of multiple companies on capturing greater market share in the Canadian market.

Key North America Dietary Supplements Company Insights

Some key companies operating in the market include Amway Corp.; Glanbia PLC; Abbott; Bayer AG; Pfizer Inc.; ADM; and others. The major market participants have been focusing on strategies such as new product developments, effective distribution through offline channels and portfolio enhancements.

Recent Developments

• In January 2025, Wellful, Inc., one of the market participants in the health and nutrition industry acquired Ancient Nutrition. This strategic advancement is expected to strengthen Wellful’s presence in the online market for vitamin, mineral, and supplement (VMS) category products.

• In September 2024, One A Day, one of the key brands by Bayer, which provides multivitamin and supplement products, launched Age Factor Cell Defense. The newly launched product is a dietary supplement designed to assist aging individuals with cellular health enhancement.

• In January 2024, Abbott, one of the key market participants in the health & nutrition industry, launched the PROTALITY brand. It also added a high-protein nutrition shake as the first product by this brand to its portfolio. The newly launched products aim to assist consumers in weight loss while complementing nutrition and muscle mass maintenance.

North America Dietary Supplements Market Report Scope

North America Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the North America dietary supplements market report based on ingredient, form, application, end-use, type, distribution channel, and country:

• Ingredient Outlook (Revenue, USD Million, 2018 - 2030)

  • Vitamins

  • Botanicals

  • Minerals

  • Proteins & Amino Acids

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Pre & Postbiotics

  • Others

• Form Outlook (Revenue, USD Million, 2018 - 2030)

  • Tablets

  • Capsules

  • Soft gels

  • Powders

  • Gummies

  • Liquids

  • Others

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Energy & Weight Management

  • General Health

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/Hair/Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End-use Outlook (Revenue, USD Million, 2018 - 2030)

  • Adults

  • Geriatric

  • Pregnant Women

  • Children

  • Infants

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • OTC

  • Prescribed

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practitioner

    • Others

  • Online

• Country Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico