North America Dietary Supplements Market Analysis By Ingredient (Botanicals, Vitamins, Minerals), By Product (Tablets, Capsules, Gel Caps), By Application, By End-use, And Segment Forecasts, 2018 - 2025

Industry Insights

The North America dietary supplements market size was estimated at USD 37.37 billion in 2016. The substantial growth of key application sectors, such as medicinal, additional, and sports nutrition supplements are anticipated to drive the dietary supplements demand in North America over the years ahead. 

Rising awareness towards calorie reduction and weight loss in major markets including the U.S. and Canada is expected to promote the application of health and wellness segment and thus, in turn, will have a substantial impact on the industry. Furthermore, increasing importance of protein intake in emerging countries, such as Mexico, on account of implementation of new advertising campaigns for brand promotions by companies including Amway and Pfizer is expected to remain a driving force over the forecast period.

U.S. dietary supplements market revenue by product, 2014 - 2025 (USD Billion)

The U.S. was the largest dietary supplements consumer in the North America region. Rising concerns regarding cardiovascular diseases among working professionals, owing to fluctuating dieting patterns is expected to increase the consumer spending on fitness and wellbeing. This favorable trend in the U.S. fitness and wellbeing industry is expected to play a key role in increasing the demand for dietary supplements over the next couple of years.

Rising awareness towards nutritional enrichment among working professionals in the U.S. for maintaining the balanced nutrition in human body is expected to promote the consumption of dietary supplements over the next eight years.

Botanicals are likely to be one of the majorly consumed ingredients in the U.S. over the years ahead. High adoption rates for herbal medicines among individuals located in the U.S. and Canada on account of rising concerns over hazardous effect associated with conventional pharma drugs are expected to expand the industry growth over the forecast period.

Ingredient Insights

Vitamins were the majorly used ingredients for the production of dietary supplements, accounting for 40.2% of total revenue share in 2016. This type of ingredient is expected to find application in light of providing various benefits including improvement in immune system against cardiovascular disorders and supporting muscular strength of human body. 

Rising awareness among consumers regarding healthy and nutritious diet coupled with increasing demand for energy drinks and processed food is expected to fuel the product demand. Growth of the global food industry on account of increasing population, changing lifestyle of consumers is expected to drive demand.

Botanicals segment is expected to depict fastest growth rate during the forecast period. This segment is anticipated to expand at a CAGR of 7.2% between 2017 and 2025. Mounting concerns over adverse effects associated with the consumption of synthetically derived nutraceuticals on a regional level as expected to boost the product consumption.

Rising prevalence of chronic diseases such as cardiovascular problems, arthritis, diabetes and advantages associated with botanical drugs over synthetic drugs such as being safer and economic are the factors driving the growth of this industry. Additionally, technological advancements and the introduction of innovative products in herbal industry is expected to surge the growth of the botanicals market.

Product Insights

Tablets constituted approximately 35.0% of the total North America dietary supplements market in 2016. Easy access to nutritional products in the form of tablets on the regional level is expected to have a positive impact on the industry.

Tablets are considered as one of the most cost effective supplements on account of being less expensive to produce as compared to other counterpart product forms. From the manufacturers’ point of view, tablets have the ability to be excellent shelf stability and retaining their potency over a long time as compared to liquids.

Capsules are expected to remain one of the favorable dosage forms among dietary supplements manufacturers on account of availability in wide range of colors along with providing convenience. 

Powder forms are expected to be the fastest growing product segments, owing to the increasing demand for energy-mix powders among sportspersons such as athletes and bodybuilders. Manufacturers such as Amway have introduced powder products under the name, NUTRILITE, which can have consumed along with drinks as well as milk products.

Application Insights

Additional supplements dominated the market, accounting for over 65% of the total revenue in 2016 and is expected to foresee growth owing to rising awareness towards weight loss and maintaining healthy lifestyle among adults and old-age people. 

North America dietary supplements market revenue by application, 2016 (%)

Changing dietary patterns coupled with modern lifestyles has major modifiable factors that primarily lead to type 2 diabetes, coronary heart disease, cancer, periodontal disease and obesity. In this regard, these products are believed to play an outstanding role. Moreover, increasing healthcare cost along with the desire of the geriatric group to improve their later years has driven the growth of the North America industry.

Sports nutrition is projected to offer lucrative growth prospects in the region over the years ahead. Rising demand for energy tonics fortified with whey and egg protein among sports athletes and gym professionals for providing the necessary nutritional requirements is expected to augment dietary supplements consumption over the next eight years.

Rising consumption of clinical nutrition products as a prevention medium for reducing malnutrition is expected to have a substantial impact on the industry growth. Furthermore, increasing prevalence of premature births on a North America level is expected to promote the use of medicinal supplements over the forecast period.

End-use Insights

Consumption of dietary products was significant among adults in 2016 in North America. Ageing population on a regional level is expected to force the adults to procure the capsules fortified with keratin formulations for ensuring hair growth. Furthermore, this segment is projected to offer substantial scope for consumption and is likely to increase at a CAGR of 7.2% by 2025. 

Powdered nutritional products such as Nestle Plus Powder Formula, Similac Infant Formula, Earth's Best Organic Soy Infant Powder, and Enfamil Enfagrow Premium Unflavored Powder, are some of the leading infant protein supplement powder brands in the U.S. and Canada.

Inositol-fortified tablets are expected to remain one of the favorable nutritional supplements, owing to promoting ovulation in women who suffer from infertility issues. Rising awareness toward the positive effects associated with prenatal multivitamin tablets is expected to open new avenues over the next eight years.

Regional Insights

Mexico is expected to illustrate fastest market growth over the years ahead. Population growth, urbanization and rising disposable income in Mexico is expected to play a crucial role in opening up of new retail outlets and supermarkets. The increasing number of retail outlets with inventories of nutraceuticals is expected to ensure the product access to buyers including adults, children and old-aged people.

Easy access of dietary supplements to end-use segments through retail outlets and company owned and company operated stores by Amway and Herbalife in the U.S. is expected to have a positive impact on the market over the next eight years. Ageing population, product innovation and rising awareness towards self-care are expected to promote the demand for dietary supplements over the next eight years in Canada during the forecast period.

Competitive Insights

Numerous large, medium, and small scale manufacturers operate in the North America dietary supplements market. Factors such as penetration of the product in major application sectors, product consumption, consumer health awareness and preferences, presence of well-established manufacturers, and the intensity of rivalry govern the competitive nature of the dietary supplements industry in the region.

The nature of the dietary supplements market is fragmented due to the larger section of the pie being captured by other key manufacturers. However, increasing number of regional industry players especially those based in the U.S. is estimated to influence the competitive environment of the market during the forecast period. This scenario is expected to intensify the market rivalry in the next couple of years.

Report Scope

Segments covered in the report

This report forecasts revenue growth at regional & country levels and provides an analysis on the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the North America dietary supplements market on the basis of application and region:

• Ingredient Outlook (Revenue, USD Million; 2014 - 2025)

  • Botanicals

  • Vitamins

  • Minerals

  • Amino Acids

  • Enzymes

  • Others

• Product Outlook (Revenue, USD Million; 2014 - 2025)

  • Tablets

  • Capsules

  • Powder

  • Liquids

  • Soft Gels

  • Gel Caps

• Application Outlook (Revenue, USD Million; 2014 - 2025)

  • Additional Supplements

  • Medicinal Supplements

  • Sports Nutrition

• End-use Outlook (Revenue, USD Million; 2014 - 2025)

  • Infants

  • Children

  • Adults

  • Pregnant Women

  • Old-aged

• Region Outlook (Revenue, USD Million; 2014 - 2025)

  • North America

    • U.S.

    • Canada

    • Mexico