Nutritional Supplements Market Size, Share & Trends Analysis Report By Product (Sports Nutrition, Dietary Supplements, Functional F&B, Fat Burners), By Formulation, By Consumer Group, By Sales Channel, By Application, By Region, And Segment Forecasts, 2025 - 2030

Nutritional Supplements Market Trends

The global nutritional supplements market size was estimated at USD 485.62 billion in 2024 and is expected to grow at a CAGR of 6.42% from 2025 to 2030. The increasing focus on health has greatly contributed to the market's growth. In addition, the rising rates of non-communicable diseases have led to a quicker adoption of nutritional supplements aimed at improving overall health. The Global Alliance for Chronic Diseases (GACD) reports that nearly 71% of global deaths are caused by Non-Communicable Diseases (NCDs). These concerning figures have shifted attention toward health and wellness, driving the growing demand for nutritional supplements.

The COVID-19 pandemic had a positive impact on nutritional supplements industry as people became more conscious about the impact of unhealthy lifestyle. 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, many people of all age groups were impacted by various diseases, and their consequences were pronounced due to virus infection. The sales of dietary supplements 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.

In addition, sports nutrition has gained popularity due to a growing emphasis on fitness and wellness among adults. Fitness professionals, athletes, and enthusiasts, particularly through social media platforms and endorsements, motivate individuals to stay healthy and active. For example, in December 2022, Amway India launched the “Passion Ko Do Poshan” campaign with Indian weightlifter Mirabai Chanu to promote its Nutrilite product line. The campaign was promoted across digital platforms, including YouTube, Instagram, Facebook, Twitter, and LinkedIn. Furthermore, with the rising global prevalence of conditions such as obesity, diabetes, and cardiovascular diseases, more people are being encouraged to adopt healthy lifestyles that reduce the risk of such health issues.

In addition, there has been a growing awareness about the importance of maintaining a nutritious diet to meet essential nutritional needs. Governments worldwide, especially in developing nations where malnutrition is prevalent, have introduced initiatives to improve public health. For example, in June 2022, the U.S. Food and Drug Administration (FDA) launched the "Supplement Your Knowledge" initiative to educate and inform educators, consumers, and healthcare professionals about dietary supplements. Nutritional supplementation has played a key role in addressing malnutrition in several countries.

Access to dietary supplements has become more convenient through online and retail channels, significantly boosting the market. E-commerce platforms have contributed to this growth by increasing product visibility and reaching a wider audience across various age groups and socio-economic backgrounds. These platforms have gained popularity in developing countries such as India, China, and Mexico. In addition, many companies are leveraging e-commerce to expand their business. For instance, in March 2022, Cymbiotika, a nutritional supplement brand, launched its e-commerce platform in the UK for natural supplements. The rise of e-commerce, further accelerated by the pandemic, has greatly driven market expansion.

Market Concentration & Characteristics

The nutritional supplements industry has experienced substantial innovation, featuring advanced formulations, personalized nutrition, plant-based alternatives, and improved delivery methods like gummies and powders. These innovations cater to evolving consumer preferences for health-focused, convenient, and effective wellness solutions.

Mergers and acquisitions (M&A) in the nutritional supplements industry have been robust, driven by increasing demand for health and wellness products. Companies are merging to expand product portfolios, enhance distribution channels, and access new markets. Strategic acquisitions focus on innovative brands, technology, and sustainability to meet evolving consumer needs.

Regulations in the nutritional supplements industry play a crucial role in ensuring product safety, quality, and efficacy. Strict guidelines by governments and health authorities help protect consumers from harmful ingredients and misleading claims. While regulations can drive compliance costs, they also foster consumer trust, promote industry growth, and encourage innovation by setting clear standards for production and labeling.

Product expansion in the nutritional supplements industry has significantly boosted market growth by diversifying offerings to meet consumer demands for specific health needs. Expanding product lines, such as plant-based, organic, or personalized supplements, enhances market reach and attracts a wider customer base. This strategy increases competition, encourages innovation, and helps companies cater to evolving health trends and preferences.

Regional expansion in the nutritional supplements industry has opened new markets, allowing companies to tap into diverse consumer bases with varying health needs and preferences. By entering emerging markets, especially in Asia and Latin America, brands can capitalize on growing health consciousness. This expansion increases revenue, improves brand recognition, and drives competition, encouraging localized product offerings and tailored marketing strategies.

Product Insights

Functional foods and beverages dominated the segment, with a revenue share of 49.76% in 2024. 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; from that time, functional food products have been in demand.

The sports nutrition products segment is anticipated to grow at the highest CAGR of 7.69% from 2025 to 2030. This can be attributed to the growing emphasis on fitness and health to live a healthy life. Sports professional athletes and enthusiasts have been supporting sports nutrition products, consequently resulting in this segment's growth.

Formulation Insights

The powder segment dominated the market in 2024 with a revenue share of 37.97%. 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 growth at a CAGR of 8.71% from 2025 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.

Consumer Group Insights

Based on the consumer group, the market is segmented into infants, children, adults, pregnant, and geriatric population. The adults segment dominated the market with revenue share of 51.62% in 2024. The segment is also anticipated to showcase the fastest CAGR over the forecast period. The large adult population engaged in regular gyming activities and sports is the major reason for the segment dominance.

In addition, the consumer group in the geriatric segment is expected 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.

Sales Channel Insights

The brick & mortar segment captured the largest market share in 2024. The number of retail outlets selling and marketing nutritional supplements has increased. Outlets such as 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 highest CAGR of 7.98% from 2025 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.

Application Insights

The weight management segment held the largest market share of 24.16% in 2024. This was due to the growing global concern over obesity and related health issues. Increasing awareness of the health risks associated with excess weight, such as diabetes and cardiovascular diseases, has driven demand for weight management supplements. In addition, changing lifestyles, a rise in fitness trends, and the widespread use of social media have fueled the popularity of products promoting weight loss and management. Supplements such as fat burners, appetite suppressants, and metabolism boosters have gained significant traction among consumers seeking effective, convenient solutions for weight control.

The sports & athletics segment is expected to grow at the highest CAGR of 11.51% during the forecast period. As more individuals, from amateur athletes to professionals, focus on enhancing performance, endurance, and recovery, the demand for sports-specific supplements such as protein powders, creatine, and BCAAs has surged. In addition, the rising popularity of fitness influencers and athletes on social media has further boosted awareness and consumption. With growing health consciousness and a shift towards active lifestyles, the market for sports nutrition is anticipated to expand rapidly in the coming years. In October 2024, Reebok launched its Performance System, a supplement line created with Generation Joy. The range includes Reenergize, Reecover, and Reebuild, designed to support fitness goals with ingredients such as creatine, electrolytes, and whey protein. Such initiatives are expected to drive the segment.

Regional Insights

North American nutritional supplements market has experienced significant growth in recent years, driven by increasing consumer awareness of health and wellness. Factors such as the rising demand for personalized nutrition, fitness, and immunity-boosting products, alongside the aging population, are key contributors. The market is also benefiting from the popularity of plant-based, organic, and natural supplements. E-commerce platforms and direct-to-consumer sales have further accelerated growth, with consumers seeking convenience and variety in their supplement choices.

U.S. Nutritional Supplements Market Trends

The U.S. nutritional supplements market continues to thrive due to several unique factors. A growing trend of health-conscious millennials and Gen Z, who prioritize fitness and natural wellness, is driving demand. In addition, major retail chains such as Walmart, CVS, and Walgreens have expanded their supplement offerings, improving accessibility. The rise of sports nutrition products, driven by a booming fitness culture, and increased interest in mental health supplements further contribute to market growth. Furthermore, advancements in biotechnology and precision medicine are fostering the development of targeted, personalized supplements.

Europe Nutritional Supplements Market Trends

The European nutritional supplements market is expanding, fueled by a rising focus on health and preventative care. Growing consumer interest in plant-based, organic, and sustainable products is shaping market trends. In addition, Europe’s aging population is driving demand for supplements aimed at improving longevity and supporting cognitive and joint health. Regulatory standards, such as the European Food Safety Authority (EFSA), ensure high-quality products and consumer safety. The market is also benefiting from innovations in clean-label products, which emphasize transparency and natural ingredients.

The nutritional supplements market in the UK held a significant share in 2024. A growing interest in mental health, digestive health, and plant-based alternatives has led to an increase in demand for targeted supplements. The rise of e-commerce, coupled with the popularity of subscription services, has made purchasing supplements more convenient. In addition, the UK’s strict regulatory framework, including the Food Standards Agency (FSA) guidelines, ensures product safety and quality.

France nutritional supplements market is expected to grow in the coming years as French consumers are increasingly seeking supplements to support immunity, beauty, and overall wellness. The trend toward clean-label products, with a preference for minimal ingredients and transparency, is gaining traction. France's aging population is also contributing to demand for supplements targeting joint, cognitive, and heart health. Strict regulatory standards from agencies like the ANSES ensure product safety, fostering consumer trust in the market.

The nutritional supplements market in Germany is anticipated to grow significantly over the forecast period. German consumers prioritize high-quality, science-backed products, with a particular focus on plant-based and natural supplements. The rise of sports nutrition and functional foods has also spurred growth, as fitness enthusiasts seek products to enhance performance and recovery. In addition, Germany’s aging population is increasing demand for supplements targeting cognitive function, heart health, and bone strength.

Asia Pacific Nutritional Supplements Market Trends

Asia Pacific nutritional supplements market held the largest market share of 39.63% in 2024. The 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 such as 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 market's growth. 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 nutritional supplements market in China is expected to grow over the forecast period. China's nutritional supplements market is growing rapidly, driven by rising health awareness and a shift towards preventive healthcare. Increasing disposable incomes, along with a growing middle class, are fueling demand for premium health products. There is a strong preference for traditional Chinese medicine-based supplements alongside Western-style vitamins and minerals. The aging population is also creating demand for supplements targeting longevity, cognitive health, and joint mobility. E-commerce platforms such as Alibaba and JD.com are further boosting market accessibility. Stringent regulations and a growing emphasis on product transparency are enhancing consumer confidence in the market.

Japan nutritional supplements market is witnessing significant growth over the forecast period. There is a rising demand for functional foods and supplements that combine traditional ingredients such as green tea, ginseng, and probiotics with modern nutritional science. Japan's aging population significantly influences the market, driving demand for supplements targeting joint health, cognitive function, and overall vitality.

MEA Nutritional Supplements Market Trends

The MEA nutritional supplements market is projected to grow significantly over the forecast period. Rising disposable incomes, especially in countries such as the UAE and Saudi Arabia, are fueling demand for premium supplements. There is a growing interest in products aimed at weight management, immune support, and beauty from within. In addition, the region’s young, health-conscious population is increasingly seeking plant-based and organic supplements.

Saudi Arabia nutritional supplements market is set to expand in the coming years. the prevalence of chronic conditions such as diabetes and heart disease is fueling demand for supplements that support overall wellness and manage these conditions. The market is also benefiting from the shift towards organic, natural, and plant-based products. E-commerce platforms are expanding, offering easy access to a variety of supplements.

The nutritional supplements market in Kuwait is also anticipated to grow in the near future. There is heightened demand for supplements aimed at weight management, immunity, and overall wellness, with vitamins and minerals such as vitamin D and zinc becoming especially popular following the COVID-19 pandemic. Social media influencers and fitness trends are shaping consumer choices, further boosting market demand. In addition, the popularity of beauty supplements targeting skin, hair, and anti-aging benefits is rising.

Key Nutritional Supplements Company Insights

The key participants in nutritional supplements are launching various strategic initiatives to retain their market presence. In addition, different strategic initiatives help market participants to strengthen their industry position.

Recent Developments

• In June 2024, Steadfast Nutrition introduced three new supplements to its lineup: Whey Protein, LIV Raw, and a vegetarian Multivitamin mega pack with 180 tablets. These products aim to address the protein and nutrient needs of health-conscious individuals and athletes. The launch took place at Asia’s largest health and fitness event, the International Health Sports and Fitness Festival (IHFF).

• In May 2023, Launch Hydrate, a key player in the sports nutrition industry, partnered with the Perfect Game, a softball and baseball organization. This collaboration aimed to offer various sports drinks to the Perfect Games participants.

• 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.

Nutritional Supplements Market Report Scope

Global Nutritional Supplements Market Report Segmentation

This report forecasts revenue growth and provides an analysis on the latest trends in each of the sub-segments from 2018 to 2030. For the purpose of this report, Grand View Research has segmented the global nutritional supplements market Report on the basis of product, consumer group, formulation, sales channel, application, and region.

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

  • Sports Nutrition

    • Sports Supplements

      • Protein Supplements

        • Egg Protein

        • Soy Protein

        • Pea Protein

        • Lentil Protein

        • Hemp Protein

        • Casein

        • Quinoa Protein

        • Whey Protein

          • Whey Protein Isolate

          • Whey Protein Concentrate

      • Vitamins

      • Minerals

        • Calcium

        • Potassium

        • Magnesium

        • Iron

        • Zinc

      • Amino Acids

        • BCAA

        • Arginine

        • Aspartate

        • Glutamine

        • Beta Alanine

        • Creatine

        • L-carnitine

      • Probiotics

      • Omega -3 Fatty Acids

      • Carbohydrates

        • Maltodextrin

        • Dextrose

        • Waxy Maize

        • Karbolyn

      • Detox Supplements

      • Electrolytes

      • Others

    • Sports Drinks

      • Isotonic

      • Hypotonic

      • Hypertonic

    • Sports Foods

      • Protein Bars

      • Energy Bars

      • Protein Gel

    • Meal Replacement Products

    • Weight Loss Product

  • Fat Burners

    • Green Tea

    • Fiber

    • Protein

    • Green Coffee

    • Others

  • Dietary Supplements

    • Vitamins

      • Multivitamin

      • Vitamin A

      • Vitamin B

      • Vitamin C

      • Vitamin D

      • Vitamin E

    • Minerals

    • Enzymes

    • Amino Acids

    • Conjugated Linoleic Acids

    • Others

  • Functional Foods and Beverages

    • Probiotics

    • Omega -3

    • Others

• Consumer Group Outlook (Revenue, USD Million, 2018 - 2030)

  • Infants

  • Children

  • Adults

    • Age group 21 To 30

    • Age group 31 To 40

    • Age group 41 to 50

    • Age group 51 to 65

  • Pregnant

  • Geriatric

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

  • Tablets

  • Capsules

  • Powder

  • Softgels

  • Liquid

  • Others

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

  • Brick & Mortar

    • Direct Selling

    • Chemist/Pharmacies

    • Health Food Shops

    • Hyper Markets

    • Super Markets

  • E-commerce

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

  • Sports & Athletics

  • General Health

  • Bone & Joint Health

  • Brain Health

  • Gastrointestinal Health

  • Immune Health

  • Cardiovascular Health

  • Skin/Hair/Nails

  • Sexual Health

  • Women’s Health

  • Anti-aging

  • Weight Management

  • Others

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

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

    • Denmark

    • Sweden

    • Norway

  • Asia Pacific

    • Japan

    • China

    • India

    • Australia

    • Thailand

    • South Korea

    • Singapore

  • Latin America

    • Brazil

    • Argentina

  • Middle East and Africa (MEA)

    • South Africa

    • Saudi Arabia

    • UAE

    • Kuwait