U.S. Dietary Supplements Market Size, Share & Trends Analysis Report By Type (OTC, Prescribed), By Ingredient, By Form, By Application, By End-user, By Distribution Channel, And Segment Forecasts, 2023 - 2030

Market Size & Trends

The U.S. dietary supplements market size was valued at USD 50.91 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 5.7% from 2023 to 2030. The primary factors driving the market growth are the growing population of senior citizens, rising awareness and focus towards preventive healthcare, and rising demand for the sports nutrition supplements. Additionally, consumers are moving towards self-directed care, which is also expected to drive demand for the dietary supplements in the U.S.

Consumers in the U.S. are shifting towards self-directed care, which has helped in shaping the growth of the dietary supplements industry in the country. Consumers are opting for nutraceuticals than prescription pharmaceuticals owing to growing focus on preventive healthcare. The high cost of prescription pharmaceuticals and the reluctance of insurance companies to cover the cost of drugs have further helped the dietary supplements industry solidify its presence in the U.S. market. Increasing hospitalization costs are driving consumers toward nutraceutical and health supplements, further aiding the market growth.

The dietary supplements market in the U.S. is challenged due to the changing regulatory pressure. The market requires greater intervention from government pertaining to product manufacturing, distribution, safety, and testing. Over the past decade, the U.S. market has witnessed an increase in labeling violations concerning dietary supplements. This has led to increased stringency related to safety standards of the dietary supplements. The registration of the products will be challenging henceforth. However, tightening of the regulations will favor the product safety and quality in consumer’s best interest leading to growing consumer trust towards the sector.

The rapid socioeconomic development over the decades has resulted in increased cases of heart disease, cancer, and diabetes across various segments of the U.S. population. According to the Centers for Disease Control & Prevention (CDC), in 2020, about 697,000 people in the U.S. died from heart disease, which is 1 in every 5 deaths. These rising health concerns have driven consumers to eat better and lead healthier lives.

However, with busy schedules and little time to make healthy, nutritious meals, consumers are relying on dietary supplements to make up for the inadequate intake of the required nutrients. Furthermore, the high per-capita cost of healthcare in the U.S. is projected to prompt consumers to ensure the intake of additional supplements.

Ingredient Insights

Based on ingredient, the market is segmented into vitamins, botanicals, minerals, proteins & amino acids, fibers & specialty carbohydrates, omega fatty acids, probiotics, and others. In 2022, vitamins held a dominant position in the market; accounting for a share of 30.11%. This is primarily attributed to changing preferences and progressive aging of the U.S. population.

Americans are becoming increasingly health conscious and are interested in maintaining a healthy diet and lifestyle. Vitamins are among the most commonly consumed dietary supplements, especially those who may not get all the nutrients they need from their diet alone. Vitamins can be formulated with specific nutrients and doses to address various health concerns, such as immunity, bone health, and brain function. Vitamins A, B, C, and D-are expected to gain popularity among working professionals and sportspersons during  the forecast period.

Probiotics and omega fatty acids are also expected to record a significant growth rate of 6.7% and 6.6% respectively during the forecast period. The demand for probiotic supplements stems from increasing gut-related issues and food sensitivities. Probiotic supplements are further beneficial for immunity and preventive healthcare which is likely to drive its growth during the forecast period.

Form Insights

Based on form, the market is segmented into tablets, capsules, soft gels, powders, gummies, liquid, and others. The capsules segment dominated the market with a revenue share of 30.30% in 2022 and is expected to retain its dominance during the forecast period.

The demand for capsules is attributed to its convenience and design. Capsules provide protection to the active ingredients from light, moisture, and oxygen. This further helps to preserve the potency and quality of the supplement during  time leading to increased shelf-life. The rising importance of microencapsulation in the health & wellness industry to ensure the controlled release of finished products, along with maintaining the color characteristics, is expected to encourage manufacturers to opt for capsule dosage forms throughout  the forecast period.

Gummies are expected to record the fastest CAGR of 6.7% during the forecast period. Over the recent past, manufacturers have focused on launching gummy supplements owing to its increasing preference among consumers. Gummies are likely to emerge as a profitable category during the forecast period. These were initially formulated for adults unwilling to take pills and later became popular among other groups as well because of their visual appeal and easy digestion. According to a survey by The Harris Poll found that 28.0% of adults in the U.S. have tried gummy vitamins in the past year, and 53.0% of those who tried them reported taking them daily. These trends indicate the increasing consumer preference towards gummy supplements in the U.S.

Application Insights

In 2022, the general health segment dominated the market with a revenue share of 23.66% owing to the growing emphasis on general and overall health and wellness. According to a survey conducted by the Council for Responsible Nutrition (CRN) in 2021, found that 80.0% of Americans were incorporating dietary supplements into their routines, indicating a 7.0% rise from the preceding year. The main driving force behind this trend is changing consumer dietary habits concerning preventive healthcare.

Cardiac health is projected to record the fastest CAGR of 6.5% during the forecast period. The rising occurrences of cardiovascular diseases owing to sedentary lifestyles, especially among those in the age group of 30 to 40 years, and fluctuating dietary patterns are expected to propel the intake of supplements featuring ingredients such as omega-3 fatty acids, coenzyme Q10, and magnesium to regulate heart health.

End-user Insights

In terms of revenue, the adults dominated the market with a revenue share of 46.23% in 2022 owing to growing health awareness among working professionals and athletes about the importance of maintaining a balanced diet which creates a significant demand for the dietary supplements to maintain general health.

The U.S. consumers especially women are incorporating dietary supplements in their established health and wellness routines due to the increasing health consciousness. Furthermore, sports athletes are likely to influence the demand for protein-based supplements used for muscle growth, energy & weight management, and recovery. Additionally, sedentary lifestyle is very common in the U.S. and it is largely associated with a range of health issues, including obesity, cardiovascular disease, and metabolic disorders. This is expected to drive demand for the dietary supplements among adults to mitigate the health-related risks. 

Type Insights

In terms of revenue, the OTC (Over-the-Counter) segment dominated the market with a revenue share of 85.17% in 2022. The consumer trend of self-directed health care is likely to drive demand for the OTC supplements. OTC supplements are often less expensive than prescription supplements, which can make them an affordable option for the consumers. With the growth of e-commerce and online retailers, it has become easier for the consumers to purchase dietary supplements online, which has contributed to the segment growth.

Consumers are opting for OTC supplements owing to the factors such as illness prevention and treatment. Consumers are shifting towards natural over-the-counter products due to their increased efficacy in treatments and health management. The OTC segment is anticipated to develop at a significant CAGR of 5.7% during the forecast period.

Distribution Channel Insights

The offline distribution channel is estimated to dominate the market with a revenue share of 78.13% in 2022. An increase in prescribed dietary supplements by the medical practitioners for treating gastrointestinal disorders, immunity-related issues, bone health, folic acid deficiencies, heart health, and age-related macular degeneration, among others, is a key factor driving demand for the dietary supplements through offline distribution channels.

Apart from this, geriatric consumers in the U.S. prefer purchasing dietary supplements through traditional distribution channels as they are not tech-savvy. This further boosts the segment growth.

The online distribution channel is expected to record the fastest growth rate of 6.3% during the forecast period. The advent of COVID-19 outbreak  has accelerated the growth of e-commerce in general, including the online sales of dietary supplements. According to a 2021 survey by Nutrition Business Journal online sales of dietary supplements in the U.S. increased by 20.8% to USD 14.3 billion in 2020, representing a significant growth trend.

Bulk discounts, convenience of online shopping, and 24/7 availability of wide range of products is likely to favor the growth of online distribution channels in the U.S. dietary supplements market.

Key Companies & Market Share Insights

The market is moderately fragmented but is expected to witness moderate to high competition among the companies owing to the presence of numerous players across the country. The changing consumer preferences owing to focus on well-being and preventive healthcare has led to key players focusing on new product launches and expansions in the U.S.

Key players such as ADM, Abbott, and Herbalife Nutrition are characterized as market leaders owing to wide and diversified product portfolio, strong brand presence, strong financial strength, and large distribution network.

Some of the key strategies adopted by the prominent market participants include new product launches, expansions, and acquisitions. For instance, in August 2022, one of the key dietary supplement brands, You theory launched a line of new liquid dietary supplements post its acquisition by Jamieson Wellness Inc. The new product comprises of ingredients such as B12B6, K2D3, and ashwagandha offered in liquid and capsule forms. This new launch is in line with the growing consumer demand for the nutritional supplements in the U.S. Some of the prominent players in the U.S. dietary supplements market include:

• Amway

• Abbott

• Bayer AG

• Glanbia plc.

• Pfizer Inc.

• Archer Daniels Midland

• GlaxoSmithKline plc.

• NU SKIN

• Herbalife Nutrition

• Nature's Sunshine Products Inc.

• DuPont de Nemours Inc.

• NOW Foods

U.S. Dietary Supplements Market Report Scope

U.S. Dietary Supplements Market Report Segmentation

This report forecasts volume & revenue growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2030. For  this study, Grand View Research has segmented the U.S. dietary supplements market report based on the ingredient, form, application, end user, type, and distribution channel:

• Ingredient Outlook (Revenue, USD Million, 2017 - 2030)

  • Vitamins

  • Botanicals

  • Minerals

  • Proteins & Amino acids

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Others

• Form Outlook (Revenue, USD Million, 2017 - 2030)

  • Tablets

  • Capsules

  • Soft Gels

  • Powders

  • Gummies

  • Liquids

  • Others

• Application Outlook (Revenue, USD Million, 2017 - 2030)

  • Energy & Weight Management

  • General Health

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Anti-cancer

  • Diabetes

  • Lungs Detox/Cleanse

  • Skin/Hair/Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End-user Outlook (Revenue, USD Million, 2017 - 2030)

  • Adults

    • Labor/Physical Work Adults

    • Sedentary Work Adults

    • Sports/Fitness/Athletes

    • Others

  • Geriatric

  • Pregnant Women

  • Children

  • Infants

• Type Outlook (Revenue, USD Million, 2017 - 2030)

  • OTC

  • Prescribed

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Offline

    • Supermarkets/ Hypermarkets

    • Pharmacies

    • Specialty Stores

    • Practitioners

    • Others

  • Online