The global nutritional supplements market size is expected to reach USD 358.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 6.3% from 2022 to 2030. Increasing awareness regarding health across the globe has markedly helped the market to thrive. In the wake of the pandemic, people are now more aware of the impact of an unhealthy lifestyle. The increasing prevalence of non-communicable diseases (NCDs) has resulted in the wider adoption of nutritional supplementation to augment overall wellbeing. As per the WHO, NCDs are responsible for 41 million deaths each year. During the pandemic, immunity-boosting supplements saw a massive surge in demand, even though there is a lack of evidence that this in any way prevents COVID. The overall health and well-being have become a prime focus.
The increasing demand for immunity-boosting supplements and dietary supplements has created a large market, globally. The COVID-19 pandemic in which an unprecedented number of people, of all age groups, were affected by different ailments and their effects pronounced due to COVID infection. The sales of immunity-boosting supplements and dietary supplements shot up considerably. According to the All India Organization of Chemists and Druggists, the demand for dietary supplements shot up by almost 15 - 20%. Increasing demand for such supplementation products is driving the market.
Sports nutrition has also been trending due to a shift in focus toward health and fitness among the population. Fitness enthusiasts and professional athletes, through endorsements and social media platforms, are encouraging people to stay fit and healthy. As the global population suffering from diseases like diabetes, obesity, and cardiovascular diseases, is increasing day by day, people are prompted to adopt a healthy lifestyle that reduces the risk of getting such diseases.
Post COVID Outlook
The revenue of the global nutritional supplement market increased by 3.4% from 2019 - 2020
The market is expected to expand at a CAGR of 6.3% during 2022 - 2030.
During the pandemic, the demand for immune-boosting supplements and vitamin supplements grew multifold.
The continued surge in demand for nutritional supplementation products has been a key factor fueling the growth of the market.
Supply chain disruptions caused supply shortages around the globe. Global lockdown severely impacted production.
Resumption of manufacturing and easing of restrictions on trade are projected to propel the growth of the market.
Awareness regarding maintaining a healthy diet to complete nutritional requirements has been gaining a lot of momentum. Governments over the globe, especially in developing nations where malnutrition is highly prevalent, have been taking initiatives to improve the health condition of people. Nutritional supplementation has been key in improving the status of malnutrition in these nations.
Access to dietary supplementation has been made easier through online platforms and retail channels. The ease of availability has been a major factor driving the market. E-commerce platforms are also propelling the growth of the market due to enhanced visibility of products, wider reach across all age groups, and socio-economic strata. The adoption of e-commerce platforms has increased due to the pandemic and has further propelled market growth.
Plant-based foods and superfoods are being adopted as a part of living and eating healthier. Companies in the nutritional supplement industry have been focusing on developing a new line of products and creating products that are not just tablets but are in palatable forms like gummies and soft chews with flavors that don’t taste like medicine. Innovative products like vitamin supplements from Frunutta are regular vitamins that dissolve under the tongue and are helpful for people who do not prefer chewing gummies or swallowing pills. Along with this, the formulation eliminates the use of traditional ingredients like added colors, coatings, and preservatives. These new products have the potential to capture the market, in turn helping the growth of the market.
The COVID-19 pandemic had a positive impact on the overall growth of the market. The increasing awareness among people pertaining to health and well-being, leading healthy lifestyles, and an increase in the incidence of chronic diseases have resulted in an increase in the demand for nutritional supplementation. Even though the market faced hiccups in the form of supply chain disruptions, due to global lockdowns, the demand still soared. The companies that are manufacturing nutritional supplements are increasingly collaborating with e-commerce platforms to widen their global reach and meet the growing demand. All these factors are responsible for the growth of the market.
The functional foods and beverages segment held the largest revenue share of over 55.0% in 2021 owing to the surge in demand for nutritional food and food additives with fortifying properties. The rise in awareness regarding health has also contributed significantly to the growth of the market. The concept of functional foods has its origins in Japan and in 1980, the Japanese government approved fortified foods since then functional food products have been in demand.
The sports nutrition segment is expected to grow at the fastest rate during the forecast period. This can be attributed to the increasing number of people focusing on health and fitness as a way to lead a healthy lifestyle. Sports enthusiasts and professional athletes have been endorsing sports nutrition products, which, in turn, has resulted in the growth of this segment.
The powder formulations segment held the largest revenue share of over 35.0% in 2021 and is expected to grow at a steady rate in the coming years. Powder formulations have captured the market and have been preferentially used in comparison to soft gels and soft chews. Growing demand for products like protein powders, food additives, and vitamins supplements has boosted the market growth.
The capsules segment is projected to grow at a significant rate during the forecast period. The availability of products in various forms of encapsulations is responsible for an increase in the bioavailability of active ingredients. Multilayered or multi-membrane encapsulations, extended-release capsules for vitamins and minerals, and omega-3 fatty acids are currently available in capsule formulations, which have been responsible for the growth of the market.
The brick and mortar segment held the largest revenue share of over 70.0% in 2021. Increase in the number of retail stores selling nutritional supplements has grown. Stores like Walmart and Vitamin Shoppe have a wide array of products of different brands. The companies have been increasingly investing in the opening of stores to reach a larger population base. Nutritional Outlook states the sale of nutritional supplements through brick and mortar stores was estimated to be more than $18 billion.
The e-commerce segment is expected to witness the fastest growth during the forecast period. The online sales channel has seen substantial growth during COVID and also as a strategy to increase geographical reach. Companies in the industry have been collaborating with e-commerce platforms to make their products available online, which has positively impacted the growth of the market.
The adults segment dominated the market in 2021 with a revenue share of over 25.0%. The majority of consumers of nutritional supplements are adults who are becoming increasingly aware of the importance of health and wellness. An increase in overall fitness has also gained momentum, responsible for the growth of the market. Another major driver for this consumer base is the risk of developing diseases like diabetes, obesity, and CVDs, further propelling the growth of the market.
The children segment is expected to grow at a significant rate over the forecast period. This has been due to the increase in the popularity of functional foods and the benefits of their inclusion in diet starting at an early age. Nutritional supplements targeting this consumer base are directed toward physical and mental health.
The APAC market held the largest revenue share of over 35.0% in 2021. The region’s prowess in functional foods, low cost of raw materials, and high awareness regarding the health benefits of nutritional supplements have resulted in the growth of the market in this region. Countries like China and Japan have been forerunners in the department of enriched foods with high nutritional value. Many products are specifically produced in the region and are exported to other parts of the world, which is contributing positively to the growth of the market. China Chamber of Commerce released reports on the import and export of dietary supplements, revealing exports of dietary supplements as of June 2020 were nearly $ 990 million, a 10.4% increase from 2019.
The Latin American market is expected to witness substantial growth during the forecast period owing to the growing demand for such products in the region. The growing popularity of nutrient-rich food and the rising awareness regarding health and well-being are key factors driving the market. An increase in the disposable income of the population has also resulted in more expenditure on health and fitness products, thus driving the market.
Many pharmaceutical companies like Abbott along with multilevel marketing companies like Amway and Herbalife have a major market presence in the industry. Nestle also holds a large market share owing to its wide range of product offerings and large global presence. The market is being driven by constant innovation and increasing expenditure on healthcare. Moreover, strategic collaborations through mergers and acquisitions among companies have resulted in the growth of the market. Some prominent players in the global nutritional supplements market include:
Herbalife International of America, Inc.
Cliff Bar & Company
Science in Sports
Cardiff Sports Nutrition Ltd
Market size value in 2022
USD 381.5 billion
Revenue forecast in 2030
USD 620.8 billion
CAGR of 6.3% from 2022 to 2030
Base year of estimation
2016 - 2020
2022 - 2030
Revenue in USD million and CAGR from 2022 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Product, consumer group, formulation, sales channel, region
North America; Europe; Asia Pacific; Latin America; MEA
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
Glanbia, Amway, Abbott, Nestle, Herbalife International of America, PepsiCo, Cliff Bar & Company, Science in Sports, TheHut.com Ltd., Cardiff Sports Nutrition Ltd.
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This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2030. For this study, Grand View Research, Inc. has segmented the global nutritional supplements market report based on product, consumer group, formulation, application, packaging, composition, gender, sales channel, and region:
Product Outlook (Revenue, USD Million, 2016 - 2030)
Whey Protein Isolate
Whey Protein Concentrate
Others (Turmeric, Ginseng, cranberry, Garcinia cambogia)
Conjugated Linoleic Acids
Omega -3 Fatty Acids
Fish & Seafood Oil
St. John's Wort
Functional Foods and Beverages
Consumer Group Outlook (Revenue, USD Million, 2016 - 2030)
Formulation Outlook (Revenue, USD Million, 2016 - 2030)
Application Outlook (Revenue, USD Million, 2016 - 2030)
Brain, Neuro & Mental Health
Bone & Joint Health
Urinary & Kidney Health
Packaging Outlook (Revenue, USD Million, 2016 - 2030)
Composition Outlook (Revenue, USD Million, 2016 - 2030)
Gender Outlook (Revenue, USD Million, 2016 - 2030)
Application Outlook (Revenue, USD Million, 2016 - 2030)
Brick & Mortar
Health Food Shops
Regional Outlook (Revenue, USD Million, 2016 - 2030)
b. The global nutritional supplements market size was estimated at USD 358.8 billion in 2021 and is expected to reach USD 381.5 billion in 2022.
b. The global nutritional supplements market is expected to grow at a compound annual growth rate of 6.3% from 2022 to 2030 to reach USD 620.8 billion by 2030.
b. The functional foods segment dominated the market for nutritional supplements and held the largest revenue share of 56.1% in 2021.
b. By formulation, the powder segment dominated the nutritional supplements market and accounted for the largest revenue share of 39.1% in 2021.
b. The brick and mortar segment dominated the market for nutritional supplements and accounted for the largest revenue share of 69.5% in 2021.
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