GVR Report cover Nutritional Supplements Market Size, Share & Trends Report

Nutritional Supplements Market Size, Share & Trends Analysis Report By Product (Sports Nutrition, Fat Burner, Dietary Supplements, Functional Foods), By Consumer Group, By Formulation, By Sales Channel, And Segment Forecasts, 2021 - 2028

  • Published Date: May, 2021
  • Base Year for Estimate: 2020
  • Report ID: GVR-2-68038-884-8
  • Format: Electronic (PDF)
  • Historical Data: 2016 - 2019
  • Number of Pages: 150

Report Overview

The global nutritional supplements market size was valued at USD 310.4 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 6.2% from 2021 to 2028. The spread of the COVID-19 pandemic has resulted in increasing health awareness among consumers. Moreover, consumers are looking for nutritional supplements to improve health. This, in turn, is driving the market, globally. According to a study published by the WHO in March 2020, eating a healthy diet for maintaining a strong immune system is a vital approach to fast recovery from several viruses, including SARS-CoV-2 infection. Although there is no evidence of nutritional foods and dietary supplements either preventing or curing the COVID-19 infection, healthy and nutritional diets still play a key role in supporting the immune system.

U.S. nutritional supplements market size, by product, 2016 – 2028 (USD Billion) 

There is a significant rise in demand for immunity boosting supplements among consumers as a preventative measure for COVID-19. According to Nutrition Business Journal, the cold, flu, and immunity supplements market reached USD 5.2 billion in 2020 in the U.S. Moreover, according to an article published in Natural Products in April 2020, the U.K. and other European countries are also witnessing very strong sales of immunity-boosting supplements. Immunity-boosting supplements are estimated to drive market growth potential during the period. Moreover, growing demand for sports nutrition products owing to increasing preference for healthy active living as well as growing awareness on nutrition among young athletes.

The accessibility of dietary and nutritional supplements is increasing due to the emergence of e-commerce. Although it is difficult to buy dietary and nutrition supplements online due to a lack of product knowledge and suitability concerns, sales of these products have continued to increase. In addition, online platforms are also flourishing during the COVID-19 pandemic. For instance, online revenue for BY-HEALTH a nutritional supplements providers based in China increased by 46.83% in the first quarter of 2020 as compared to the same period last year. Easy accessibility of nutritional supplements through brick and mortar and online channels is supporting market growth.

COVID19 nutritional supplements market impact: 6.6% increase in market

Pandemic Impact

Post COVID Outlook

The nutritional supplements grew by 6.6% from 2019 to 2020, as per earlier projections the market was expected to be over USD 224.5 Billion in 2020.

Nutritional supplements market is estimated to grow at a CAGR of 6.2% during between 2021 and 2028 owing to continued demand for vitamin C, Zinc, and multivitamins.

Shifting trend towards online platforms for the sale of nutritional supplement in 2020 mainly due to the social distancing norms and lockdowns imposed by the governments.

COVID-19 pandemic has increased attention on mental and physical health, this will boost the consumer base in next three years.

Although the sales of immunity boosting vitamins and minerals increased, the sales of other nutritional supplements category witnessed a decline in sales revenue.

The presence of large number of global players and increasing investment in this industry will help sustain the growth trajectory of this market


Players operating in the market are introducing new products to attract consumer’s attention, thereby driving the market. For instance, in March 2021, Kirin Group launched four functional foods and supplements containing beta-lactolin for supporting memory. In March 2021, Avrio Health L.P. introduced nutritional supplement products including Senokot Laxative Gummies in pomegranate blueberry flavor and Senokot laxative tea. Mommy's Bliss, a wellness company, announced in March 2021 its plans to introduce twenty-six new nutritional supplements in 2021.

New innovative ingredients for nutritional supplements are introduced in the market. In September 2020, Lonza launched TWK10, a probiotic for sports nutrition products. Moreover, manufacturers are introducing new vegan and plant-based products to cater to the current trend in the consumption of plant-based ingredients such as elderberry, Echinacea, and turmeric among others. In February 2021, Oziva a supplement provided introduced vegan omega-3 multivitamin. In March 2018, GHT introduced Vegan Life Nutrition (VLN), a line of vegan nutritional supplements. In November 2020, Nature’s Way launched elderberry products including Sleep + Immune Gummies.

Product Insights

The functional foods segment dominated the market for nutritional supplements and held the largest revenue share of 60.0% in 2020. This is owing to the rising demand for nutritional and fortifying food additives such as vitamins and minerals, omega 3 fatty acids, and fibers. In addition, the rise in consumer awareness related to health and fitness further propels the demand for functional foods. According to the report published by Kerry Group, a food, and drink company, 41.0% of consumers considered food and beverages with functional benefits as one of the best ways for health management.

However, the sports nutrition segment is expected to witness a significant growth rate over the forecast period. This is attributed to the increasing number of newer product launches, a growing number of market players, and rise in the number of gyms and fitness centers, and a consequent increasing number of gym-goers. According to International Health, Racquet and Sportsclub Association (IHRSA), a Boston-based, commercial health clubs trade association, the number of health club consumers in 2010 was 58 million, which increased to 73.6 million in 2019.

Formulation Insights

By formulation, the powder segment dominated the nutritional supplements market and accounted for the largest revenue share of 39.4% in 2020. The key factors contributing to the largest share of this segment include the high commercial presence of these nutritional supplements in powder form and higher preference for powder as compared to soft gels form across all the age groups. Growing consumption of protein powders, green tea, vitamin supplement powders is driving the growth of this segment.

However, the capsules segment is expected to grow fast during the forecast period. Availability of advanced capsule formulations such as multilayered or multiple membrane capsules, extended-release capsules, and sustained-release capsules to increase product bioavailability is contributing to the growth of this segment. Moreover, the growing consumption of multivitamins and omega-3 acids which are easily available in capsule format is further driving the segment.

Sales Channel Insights

The brick and mortar segment dominated the market for nutritional supplements and accounted for the largest revenue share of 70.4% in 2020. This is attributed to the presence of a large number of retail stores including Walmart, GNC, and Vitamin Shoppe that offer a large variety of products. Moreover, brick-and-mortar stores are easier to navigate and have a sampling station, which lets consumers, try products before purchase. The stores are adopting various strategies to attract more consumers. . For instance, in 2017, Vitamin Shoppe launched Brand Defining Stores in around nine locations to increase customer engagement and enhance their overall experience.

However, the e-commerce segment is expected to witness a significant growth rate over the forecast period. This is attributed to the growing online sales due to the spread of COVID-19 and COVID-19 lockdowns along with temporary closure or restricted opening timings for retail stores. Moreover, many nutritional supplement brands expanding their online presence to cater to growing consumer demand. For instance, the online sales of Glanbia plc., a nutrition company in the financial year 2015 was 22%, which increased to 33.0% in the financial year 2020.

Consumer Group Insights

The adults segment dominated the market for nutritional supplements and accounted for the largest revenue share of 29.1% in 2020 owing to the presence of a large consumer base in this segment. The rise in awareness of health and fitness, growing participation in fitness activities, and growing disposable income is driving the segment growth. In addition, increasing instances of obesity, diabetes, and other chronic conditions in this age group are factors contributing to the growth of the segment.

Global nutritional supplements market share, by consumer group, 2020 (%)

However, the children segment is expected to witness a significant growth rate of 7.1% over the forecast period. Increasing awareness about the benefits of nutritional and dietary supplements among parents are the key factors contributing to the largest market share. The supplements targeted for the pediatric population help in improving their physical and mental health.

Regional Insights

In 2020, Asia Pacific dominated the market for nutritional supplements and accounted for the largest revenue share of 40.4% owing to growing consumer health consciousness.  The region has the availability of low-cost raw materials including plant-based ingredients. Moreover, countries including China, India, and the Philippines are becoming hubs for outsourcing manufacturing and R&D activities. For instance, in 2017, Herbalife entered into a partnership agreement with Syngene International Ltd., an Asian contract research organization, for the establishment of a nutrition research and development lab in India. Additionally, multinational companies are partnering with local players to increase their presence in this region. For instance, in 2018, Jamieson Wellness, a Canadian vitamin and supplement manufacturer, entered into a five-year agreement with MedPlus, an Indian pharmacy chain, to expand its business in Asia.

However, in Latin America, the market for nutritional supplements is anticipated to witness a significant growth rate during the forecast period. Growing disposable income, a rise in awareness of health, and an increasing willingness to spend more on nutrition are the major factors contributing to the growth of nutritional supplements in the region. Moreover, the increasing prevalence of lifestyle diseases such as obesity is driving the demand for supplements. According to the Panorama of Food and Nutrition Security in Latin America and the Caribbean, in 2017, nearly 360 million (58%) people in this region were obese.

Key Companies & Market Share Insights

Increasing investments in R&D, mergers and acquisitions, collaborations with other industry players, geographic expansions, and product and flavor differentiation are among the key strategies adopted by these companies for gaining a competitive edge in the market. For instance, in November 2020, Unilever announced its plan to acquire SmartyPants Vitamins, a supplement manufacturer. Some of the prominent players in the nutritional supplements market include:

  • Amway

  • Abbott Nutrition

  • Nestle

  • Herbalife International of America, Inc.

  • Glanbia plc

Nutritional Supplements Market Report Scope

Report Attribute


Market size value in 2021

USD 330.6 billion

Revenue forecast in 2028

USD 505.4 billion

Growth Rate

CAGR of 6.2% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, consumer group, formulation, sales channel, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; U.K.; Germany; France; Spain; Italy; Russia; Japan; China; Australia; India; South Korea; Singapore; Brazil; Mexico; Argentina; Saudi Arabia; South Africa; UAE

Key companies profiled

Amway; Abbott Nutrition; Nestle; Herbalife International of America, Inc.; Glanbia plc

Customization scope

Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options

Segments Covered in the Report

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 2016 to 2028. For the purpose of this study, Grand View Research, Inc. has segmented the global nutritional supplements market report on the basis of product, consumer group, formulation, sales channel, and region:

  • Product Outlook (Revenue, USD Million, 2016 - 2028)

    • Sports Nutrition

      • Sports Food

        • Protein Bars

        • Energy Bars

        • Protein Gels

      • Sports Supplements

        • Isotonic

        • Hypotonic

        • Hypertonic

      • Sports Drinks

        • Probiotics

        • Omega -3

        • Carbohydrates

      • Sports Supplements

        • Probiotics

        • Omega -3

        • Carbohydrates

          • Maltodextrin

          • Dextrose

          • Waxy Maize

          • Karbolyn

        •  Protein

          • Egg Protein

          • Soy Protein

          • Pea Protein

          • Lentil Protein

          • Hemp Protein

          • Casein

          • Quinoa Protein

          • Whey Protein

            • Whey Protein Isolate

            • Whey Protein Concentrate

        • Vitamin

        • Minerals

          • Calcium

          • Potassium

          • Magnesium

          • Iron

          • Zinc

        • Amino Acids

          • BCAA

          • Arginine

          • Aspartate

          • Glutamine

          • Beta Alanine

          • Creatine

          • L-carnitine

    • Fat Burner

      • Green Tea

      • Fiber

      • Protein

      • Green Coffee

      • Others (Turmeric, Ginseng, cranberry, Garcinia cambogia)

    • Dietary Supplements

      • Vitamins

        • Multivitamin

        • Vitamin A

        • Vitamin B

        • Vitamin C

        • Vitamin D

        • Vitamin E

      • Minerals

      • Enzymes

      • Amino Acids

      • Conjugated Linoleic Acids

      • Others

    • Functional Foods

      • Probiotics

      • Omega -3

      • Others

  • Consumer Group Outlook (Revenue, USD Million, 2016 - 2028)

    • Infants

    • Children

    • Adults

    • Pregnant

    • Geriatric

  • Formulation Outlook (Revenue, USD Million, 2016 - 2028)

    • Tablets

    • Capsules

    • Powder

    • Softgels

    • Liquid

    • Others

  • Sales Channel Outlook (Revenue, USD Million, 2016 - 2028)

    • Brick & Mortar

      • Direct Selling

      • Chemist/Pharmacies

      • Health Food Shops

      • Hyper Markets

      • Super Markets

    • E-commerce

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

      • Canada

    • Europe

      • U.K.

      • Germany

      • France

      • Italy

      • Spain

      • Russia

    • Asia Pacific

      • Japan

      • China

      • India

      • South Korea

      • Singapore

      • Australia

    • Latin America

      • Mexico

      • Brazil

      • Argentina

    • Middle East & Africa

      • South Africa

      • Saudi Arabia

      • UAE

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