The global nutritional supplements market size was estimated at USD 381.47 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 6.3% from 2023 to 2030. Growing attention to health has significantly helped the market thrive. Moreover, the rising prevalence of non-communicable diseases has resulted in the faster adoption of nutritional supplements to enrich overall well-being. According to the Global Alliance for Chronic Diseases (GACD), approximately 71% of deaths globally occur due to non-communicable diseases (NCDs). Thus, these alarming statistics have shifted the focus on well-being and health, which is expected to increase the demand for nutritional supplements.
The COVID-19 pandemic had a positive impact on the nutritional supplements industry as people became more conscious about the impact of unhealthy lifestyles. During the COVID-19 pandemic, immunity-boosting supplements witnessed a tremendous surge in demand, despite a lack of prior evidence that this prevents infection from the virus. The rising demand for dietary and immunity-boosting supplements has developed a huge market worldwide. During the COVID-19 pandemic, people of all age groups were impacted by various diseases, and their consequences were pronounced due to virus infection. The sales of dietary and immunity-boosting supplements shot up significantly. According to the article published by the MDPI in December 2022, the survey participants from the Europe region used dietary supplements ranging between 21-80% during COVID-19 to reduce the risk of infection and strengthen immunity. It also reports that multivitamins, vitamin C, vitamin D, and zinc were the most used supplements. The growing need for such supplementation products is propelling the market.
Moreover, sports nutrition has also been trending due to a shift in emphasis toward fitness and wellness among the adult population. Through social media platforms and endorsements, fitness professionals, athletes, and enthusiasts encourage people to stay healthy and fit. For instance, in December 2022, Amway India, a key player in the market, launched the campaign “Passion Ko Do Poshan” with Mirabai Chanu, an Indian weightlifter, to market its product line Nutrilite. The campaign was advertised via digital platforms such as YouTube, Instagram, Facebook, Twitter, and LinkedIn. In addition, as the worldwide population suffering from conditions such as obesity, diabetes, and cardiovascular disorders, is growing day by day, individuals are encouraged to embrace a healthy lifestyle that lowers the risk of getting such disorders.
Furthermore, awareness about maintaining a nutritious diet to complete nutritional necessities has been gaining momentum. Governments, globally, particularly in developing countries where malnutrition is highly prevalent, continuously introduce initiatives to enhance the health condition of individuals. For instance, in June 2022, the "Supplement Your Knowledge" initiative was launched by the U.S. Food and Drug Administration (FDA) to inform, educate, and enhance knowledge of dietary supplements in educators, customers, and healthcare professionals. Nutritional supplementation has been pivotal in enhancing the status of malnutrition in some countries.
Access to dietary supplementation has been made more convenient through online and retail channels. The ease of availability has been a significant aspect propelling the market. E-commerce platforms are also driving the demand of the market owing to the enhanced visibility of products and wider reach across all age groups and socio-economic strata. E-commerce platforms have gained traction in developing countries such as India, China, and Mexico. Moreover, many market participants are launching their offerings on e-commerce platforms to reinforce their business avenues. For instance, in March 2022, Cymbiotika, a nutritional supplement company, established its e-commerce platform in the UK for natural supplements. The increased adoption of e-commerce platforms due to the pandemic has further fueled market growth.
In terms of product, functional foods and beverages dominated the segment in 2022 with a revenue share of 55.9%. The dominance of the segment is due to the growth in demand for food additives with fortifying properties and nutritional food. The increase in awareness about health has also contributed enormously to the growth of the market. The origin of the functional food concept is from Japan. In 1980, the government of Japan approved fortified foods; since then, functional food products have been in demand.
The sports nutrition products segment is anticipated to grow at the fastest CAGR of 7.5% from 2023 to 2030. This can be attributed to the growing emphasis on fitness and health to live a healthy life. Sports professionals, athletes, and enthusiasts have been supporting sports nutrition products, consequently resulting in this segment's growth.
In terms of sales channel, the brick & mortar segment captured the largest market share of 67.3% in 2022. The number of retail outlets selling and marketing nutritional supplements has increased. Outlets like Vitamin Shoppe and Walmart have various products from multiple brands. The players have been significantly investing in opening offline stores to reach a wider customer base. For instance, in January 2023, Nutrabay, a premium nutrition supplements brand, entered the offline retail market and planned to target up to 300 stores in India.
On the contrary, the E-commerce segment is projected to register the fastest CAGR of 7.9% from 2023 to 2030. The online sales channel has increased significantly during the COVID-19 pandemic. As a plan to expand its geographical reach, players in the industry have been partnering with e-commerce platforms to make their products available online, which has positively influenced the growth of the market.
In terms of formulation, the powder segment dominated the market in 2022 with a revenue share of 38.4%. Powder formulations have been widely used compared to soft chews and soft gels. Increasing demand for food additives, protein powders, and vitamin supplements has encouraged segment growth. Moreover, active ingredients and enzymes in powder supplements are stable and can last longer than liquid formulations, positively impacting segment growth.
The capsules segment is projected to exhibit the fastest CAGR of 8.6% from 2023 to 2030. The number of products available in multiple encapsulations is responsible for an upsurge in the bioavailability of active ingredients. Multi-membrane encapsulations or multilayered, extended-release capsules for minerals and vitamins and omega-3 fatty acids are now available in capsules, which have propelled the growth of the market.
Based on the consumer group, the market is segmented into infants, children, adults, pregnant, and geriatric populations. The adult segment dominated the market in 2022 with a revenue share of 51.0%. The segment is also anticipated to showcase the fastest CAGR of 7.0% over the forecast period. The large adult population engaged in regular gyming activities and sports is the major reason for this segment’s dominance.
In addition, the consumer group in the geriatric segment is anticipated to grow with a lucrative CAGR during the forecast period. The growing interest in fitness and wellness among the geriatric population is expected to drive the demand in the segment. According to the article published by Glanbia Nutritionals in February 2021, people in their 50s, 60s, and 70s are the top consumers of nutritional supplementation products in the U.S. market.
In terms of region, Asia Pacific dominated the nutritional supplements market in 2022 with a revenue share of 39.4%. Factors such as the low price of raw materials, availability of functional foods, and high cognition regarding the health advantages of nutritional supplements have driven regional growth. Nations like Japan and China have been leaders in enriched foods with high nutritional value. Multiple products are particularly produced in the region and shipped to other parts of the globe, contributing positively to the growth of the market. In addition, companies in the industry are entering the region. For instance, in May 2023, USANA Health Sciences, Inc. announced its plan to enter the market in India in the latter half of 2023.
The market for Latin America is expected to grow at the fastest CAGR of 8.0% from 2023 to 2030. The notable demand for health products across the region is driving the regional growth of the market. The increasing awareness about well-being and health and the rising popularity of nutrient-rich food propel the market. The rise in the disposable income of the people has led to extra spending on fitness and health products, thus fueling the growth of the market.
The key participants in the nutritional supplements industry are launching various strategic initiatives to retain their market presence. In addition, different strategic initiatives help market participants to strengthen their industry position. For instance, in May 2023, Launch Hydrate, a key player in the sports nutrition industry, partnered with Perfect Game, a softball and baseball organization. This collaboration aimed to offer various sports drinks to the Perfect Game participants. For instance, in April 2023, Hemperella launched hemp-based protein powder, hemp muesli, and protein bars, among others. The availability of products in various flavors is expected to attract consumers, fueling segment growth. Some prominent players in the global nutritional supplements market include:
Nestlé Health Science
Herbalife International of America, Inc
Clif Bar & Company
Science in Sport plc
Market size value in 2023
USD 405.15 billion
Revenue Forecast in 2030
USD 621.86 billion
CAGR of 6.3% from 2023 to 2030
Base year for estimation
2018 - 2021
2023 - 2030
Revenue in USD million/billion and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Products, consumer group, formulation, sales channel, region
North America; Europe; Asia Pacific; Latin America; MEA
U.S.; Canada; Germany; UK; France; Italy; Spain; Denmark; Sweden; Norway; China; Japan; India; South Korea; Australia; Singapore; Thailand; Brazil; Mexico, Argentina; South Africa; Saudi Arabia; UAE; Kuwait
Key companies profiled
Glanbia PLC; Abbott; Nestlé Health Science; Herbalife International of America, Inc; Amway Corp.;PepsiCo; Clif Bar & Company; Science in Sport plc; THG PLC; CSN
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This report forecasts revenue growth and provides an analysis of the latest trends in each of the sub-segments from 2018 to 2030. For this report, Grand View Research has segmented the global nutritional supplements market report based on product, consumer group, formulation, sales channel, and region:
Product Outlook (Revenue, USD Million, 2018 - 2030)
Whey Protein Isolate
Whey Protein Concentrate
Omega-3 Fatty Acids
Meal Replacement Products
Weight Loss Product
Conjugated Linoleic Acids
Functional Foods and Beverages
Consumer Group Outlook (Revenue, USD Million, 2018 - 2030)
Age group 21 To 30
Age group 31 To 40
Age group 41 to 50
Age group 51 to 65
Formulation Outlook (Revenue, USD Million, 2018 - 2030)
Sales Channel Outlook (Revenue, USD Million, 2018 - 2030)
Brick & Mortar
Health Food Shops
Regional Outlook (Revenue, USD Million, 2018 - 2030)
Middle East and Africa (MEA)
b. The global nutritional supplements market size was estimated at USD 381.47 billion in 2022 and is expected to reach USD 405.15 billion in 2022.
b. The global nutritional supplements market is expected to grow at a compound annual growth rate of 6.3% from 2023 to 2030 to reach USD 621.86 billion by 2030.
b. The functional foods segment dominated the market for nutritional supplements and held the largest revenue share of 55.9% in 2022.
b. By formulation, the powder segment dominated the nutritional supplements market and accounted for the largest revenue share of 38.4% in 2022.
b. The brick and mortar segment dominated the market for nutritional supplements and accounted for the largest revenue share of 67.3% in 2022.
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