U.S. Nutritional Supplements Market Size, Share & Trends Analysis Report by Product (Sports Nutrition, Dietary Supplements), By Consumer Group (Infants, Adults), By Formulation, By Sales Channel, And Segment Forecasts, 2024 - 2030

U.S. Nutritional Supplements Market Trends

The U.S. nutritional supplements market size was valued at USD 95.16 billion in 2023 and is expected to grow at a CAGR of 4.8% from 2024 to 2030. This can be attributed to the rising occurrence of disorders such as alopecia, skin conditions, and obesity, which is a significant factor promoting the adoption of nutritional supplements in the U.S. Furthermore, an increasing rate of multi-nutrient deficiency among different age groups in the population is further boosting the demand for these supplements in the country.

U.S. accounted for 23% of the global nutritional supplements market in 2023. Usage of supplements and growing consumption patterns among Americans has steadily increased in the past 20 years. Nearly two out of every three U.S. adults are obese or overweight. Moreover, the rising burden of lifestyle-associated conditions along with aging population, and robust product availability through various platforms are positively impacting the market’s growth rate. Furthermore, increasing efforts by leading players to develop novel nutritional supplements and meet growing product demand are projected to offer significant growth opportunities for the market.

Competition in the country has increased owing to the emerging alternative treatments and increasing penetration of privately labeled supplement brands. The U.S. population is becoming more health-conscious and is embracing an active lifestyle. Growing preference for active healthy living is among the key factors driving the market. Rising popularity of physical exercises, yoga and meditation, has widely contributed to this lifestyle method. Consumers now prefer taking preventive measures against illness or disease over curative measures. Rising consumer demand for products based on plant ingredients and benefitting immunity enhancements are also contributing to market growth.

Disposable income in the country has increased over the years leading to higher purchasing power among the consumers allowing them to choose premium & higher-priced supplements that offer additional benefits or specialized formulations. Hence, supplement companies have allocated more resources to marketing and advertising campaigns and attained success in reaching a wider audience through various channels, such as digital media, television, and influencers. In addition, accessibility to dietary & nutritional supplements is also increasing due to the emergence of e-commerce.

Market Concentration & Characteristics

The industry is fragmented in nature with several international and local players operating in it. Initially, female consumers were prioritized, however, in recent years health supplements for men gained high popularity, to help them maintain and meet their fitness goals and energy. Moreover, rising competition in the market owing to high consumer demand and the rising emphasis of market players to manufacture quality supplements is a significant factor propelling market demand forward.

Various initiatives, such as launch of new products and product innovations are being undertaken by manufacturers, which is driving the market.  For instance, in May 2022, Everlywell expanded its health and wellness services with the launches of new vitamins and minerals. The newly launched product portfolio includes omega-3 fish oil, vitamin B6, vitamin B12, and others. Additionally, several major participants in the market are launching their businesses on e-commerce platforms and sites to have access to a large consumer base and acquire a larger share.

Strategic partnerships and mergers & acquisitions among manufacturers and distributors are also positively impacting the market. For instance, in May 2022, Unilever announced the acquisition of a majority of Nutrofol of Nutraceutical Wellness, Inc., which is the most recommended hair growth brand in the U.S. This acquisition will further expand the company’s growth and new product expansions.

Health supplements and nutraceuticals are recognized as dietary supplements by the FDA and are regulated by U.S. FDA and Federal Trade Commission (FTC). Manufacturers need to comply with regulatory standards and labeling must be per the stated regulation in Code of Federal Regulations Title 21. In addition, government initiatives for improving health conditions in this region are also creating opportunities for market growth. For instance, in June 2022, U.S. launched a new education initiative, Supplement Your Knowledge, to expand knowledge on dietary supplements among consumers, educators, and healthcare professionals.

Product Insights

The functional foods and beverages segment dominated the market with a share of 55.52% in 2023 as individuals are seeking to improve their health and well-being through dietary choices. Functional foods often include probiotics, prebiotics, antioxidants, omega-3 fatty acids, or specific vitamins and minerals. Functional beverages encompass a wide range of options, including fortified juices, sports drinks, herbal teas, and enhanced water. With the increasing focus on preventive health and personalized nutrition, the demand for functional foods and beverages continues to grow.

The sports nutrition segment is expected to witness highest growth over the forecast period owing to the increasing number of individuals participating in sports and fitness activities at amateur & professional levels. In addition, scientific research and technology advancements have led to the development of innovative products tailored to specific athletic needs, such as pre and post-workout supplements. As players strive for better performance, their preference for specialized nutrition products to enhance their athletic abilities and overall well-being is also surging. These factors are expected to fuel the expansion of the sports nutrition segment.

Consumer Group Insights

The adult segment dominated the market with a share of 50.96% in 2023. Nearly 60% of adults aged 20 years to 60 years take some form of supplementation in addition to regular meals. These supplements help boost the general ability to build muscle, assist muscle recovery post-intensive workouts, and help manage day-to-day activities. These factors have contributed significantly to the market growth.

The geriatric segment is also expected to witness considerable growth over the forecast period as this group is prone to chronic & acute ailments, and proper nutrition is essential to maintain their overall health & immunity. Growing incidence of chronic illnesses & metabolic disorders and increasing difficulty in managing daily activities are boosting the need for additional supplements as well. Hence, the segment is expected to witness a high growth in the upcoming years.

Formulation Insights

The powder segment dominated the market with a share of 38.9% in 2023 as they are the preferred form of supplement among consumers. Supplement manufacturers are focusing on innovations in powder formulations and introducing new health supplements in powder form. In addition, powder supplements stabilize active ingredients and enzymes that last longer in comparison to liquid formulations, thus, impacting segment growth significantly.

The capsules segment is expected to witness highest growth over the forecast period as supplement companies prefer capsules over tablets as they are easier to swallow and release content faster. Several advancements in manufacturing have provided manufacturers with a wider range of options, including different shell colors, designs, shapes, and imprints. Furthermore, newer capsules are being introduced to improve bioavailability, release, and extend the benefits of supplements. These factors are projected to propel the segment's growth.

Sales Channel Insights

The brick-and-mortar segment dominated the market with a share of 60.8% in 2023. Companies are investing in establishing new stores to attract a larger and new population base and meet consumer demand, which is contributing to market growth. Few consumers still prefer visiting stores as they offer additional benefits such as an in-person shopping experience and enable access to better guidance. Additionally, a significant presence of specialty stores, including GNC, Walmart, and Vitamin Shoppe, is one of the major factors driving the market of brick-and-mortar channels in the U.S.

The e-commerce segment is expected to witness highest growth over the forecast period. Sellers’ preference for online distribution channels is growing as they cater to a more diverse and broader set of customers. Moreover, preference for online channels is growing as it is convenient for buying these products. This is attributed to the availability of a wide range of products, cost-effectiveness, less time consuming, and the option of comparing various brands.

Key U.S. Nutritional Supplements Company Insights

Some prominent companies in U.S. nutritional supplements market include Glanbia, Amway, Abbott, Nestle, Herbalife International of America, PepsiCo, Cliff Bar & Company, Science in Sports, TheHut.com Ltd., and Cardiff Sports Nutrition Ltd. New product launches are the most opted strategies by key players in the market.

The presence of both small and established players in the country has increased availability of products in market, thereby augmenting penetration of supplement products to a higher extent. Furthermore, several market players are also engaged in developing novel sports-based supplements to meet the increasing demand of the sports sector.

Recent Developments

• In May 2023, OUAI HAIRCARE announced the launch of Thick & Full Supplements, a new vegan hair care supplement to support healthy scalp and hair growth

• In February 2023, Capillus launched a first line of hair supplements for women and men called Nurish which has been formulated using specialty ingredients to aid healthy hair growth

• In 2023 January, Neutrogena partnered with Nourished intending to develop Ageless Skinstack which is a personalized 3D-printed dietary supplement that supports skin and hair health

U.S. Nutritional Supplements Market Report Scope

U.S. Nutritional Supplements Market Report Segmentation

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 U.S. nutritional supplements market report based on product, consumer group, formulation, and sales channel:

• 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

    • Hypermarkets

    • Supermarkets

  • E-commerce