By 2031, the value of the U.S. dietary supplement market is expected to reach exceed ** billion U.S. dollars. This would be a significant increase compared to 2022 when the market was valued at around ** billion U.S. dollars. Dietary supplements in the U.S. It is estimated that the growth in the dietary supplement market is due, in part, to awareness of nutrition, lifestyle, a more geriatric population and an increase in chronic illnesses. A significant proportion of the U.S. adult population uses dietary supplements. Dietary supplements are marketed as a healthy option for many adults to reduce chronic disease and live a longer and healthier life. Many consumers are already participating in healthy lifestyle choices as well. Types of dietary supplements used There are many types of supplements available to U.S. consumers. Among all supplements, vitamins and minerals are used by a vast majority of all dietary supplement users, followed by specialty supplements and botanicals. Among vitamin and mineral consumers, a majority took a multivitamin or vitamin D supplement. Sports and weight loss supplements are also popular among U.S. adults. Among those that took sports or weight loss supplements a majority used a protein supplement.

The North America Dietary Supplement Market is Segmented by Product Type (Vitamins, Minerals, and More), Form (Tablets, Capsules & Softgels, and More), Source (Plant-Based, and More), Consumer Group (Men, and More), Health Application (General Health & Wellness, and More), Distribution Channel (Supermarkets/Hypermarkets, and More), Geography (United States and More). The Market Forecasts are Provided in Terms of Value (USD).

This statistic shows the estimated and projected size of the total dietary supplements market in the United States from 2016 to 2024, by ingredient. By 2024, the dietary supplements market is projected to generate around ** billion U.S. dollars, of which around ** billion will be generated by vitamins.

The U.S. Dietary Supplements Market size was estimated at USD 67.09 billion in 2024 and is projected to grow at a CAGR of 7.9% from 2025 to 2034.

Between 2018 and 2020, the North American dietary supplements market grew from **** to **** billion U.S. dollars. The market is projected to grow further and reach about ** billion U.S. dollars by 2026. The Asia-Pacific market in 2026 is forecast to be about ** billion U.S. dollars smaller than its NA counterpart. Europe has the smallest market of the regions depicted here, and it is expected to stay that way.

Snapshot img

North America Dietary Supplements Market Size 2025-2029

The dietary supplements market in North America size is forecast to increase by USD 27.8 billion at a CAGR of 8.6% between 2024 and 2029.

The dietary supplements market is experiencing significant growth, driven by the increasing popularity of e-commerce channels and the rising demand for personalized nutrition solutions. With more consumers prioritizing health and wellness, the market is witnessing a rise in demand for customized supplements tailored to individual needs. However, this market expansion is not without challenges. Navigating this complex regulatory landscape requires a deep understanding of the evolving regulatory requirements and a commitment to maintaining the highest standards of quality and safety.


As the market continues to evolve, stakeholders must stay informed of the latest trends and challenges to capitalize on opportunities and mitigate risks. Regulatory hurdles continue to pose a significant barrier, with stringent regulations governing the production, labeling, and distribution of dietary supplements. Dietary supplements, including vitamins, minerals, amino acids, proteins, and nutraceuticals, are increasingly popular for their ability to enhance personal health online grocery, support weight management, and improve overall well-being.

What will be the Size of the market During the Forecast Period?

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The dietary supplement industry caters to the growing demand for personalized nutrition, particularly among the aging and elderly population. Vitamin dietary supplements remain popular, but prebiotic supplements and nutraceuticals, such as those offered by Hum Nutrition, are gaining traction due to their nutritional benefits. Dietary supplement companies innovate with new formulations, including premium liquid supplements, microencapsulation technologies, and nanoencapsulation for improved bioavailability.

Weight management and preventive healthcare continue to drive market growth, with fortification of food and self-directed care contributing to the trend. Internet resources enable consumers to research and compare various dietary supplements, including tablets, powders, amino acids, protein supplements, and sports nutritional supplements, to meet their unique well-being needs. The dietary supplements market is experiencing significant growth, driven by the increasing popularity of e-commerce channels and the rising demand for personalized nutrition solutions.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Product

  Vitamins
  Fatty acids
  Combination
  Probiotics
  Others


Source

  Plant-based
  Animal-based
  Synthetic-based
  Microbial-based
  Mineral-based


Form Factor

  Tablets
  Capsules
  Powders
  Gummies


Geography

  North America

    US
    Canada
    Mexico

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period. Dietary supplements are widely available through various offline distribution channels, including hypermarkets, supermarkets, drug stores, and discount stores. Supermarkets and hypermarkets have gained significant popularity in North America as the preferred distribution channels for dietary supplements. The expanding retail industry and the proliferation of retail outlets contribute to the market's growth. Consumers benefit from the convenience of having a diverse range of supplements under one roof, along with frequent discounts offered for promotional purposes. Prebiotic, premium, and customized dietary supplements, among others, are anticipated to see increased demand in the coming years. Doctor's recommendations, personalized nutrition, and preventive healthcare are driving the market for these supplements.

The geriatric population, with its unique health requirements, presents a significant opportunity for dietary supplements. Cardiovascular health, joint health, immune system function, and bone strength are some of the key health concerns addressed by these supplements. The dietary supplement industry caters to various consumer needs, offering tablets, powders, liquids, soft gels, and capsules. Consumer skepticism regarding supplement safety and bioavailability has led to the adoption of advanced technologies like nanoencapsulation and microencapsulation. Malnourishment and micronutrient deficiencies are prevalent issues, particularly in the elderly population. Dietary supplements offer nutritional benefits, addressing these deficiencies and contributing to overall well-being.

Protein, minerals, vitamins, and amino acids are e

According to Cognitive Market Research, The global dietary supplements market size is USD 166.5 billion in 2023 and will expand at a compound annual growth rate (CAGR) of 9.50% from 2023 to 2030.

The demand for Dietary Supplements is rising due totherising disposable income and increasing awareness of health and well-being.
Demand for concentrated remains higher in the Dietary Supplements market.
The online sales category held the highest Dietary Supplements market revenue share in 2023.
Asia Pacific dietary supplements will continue to lead, whereas the North America Dietary Supplements market will experience the most substantial growth until 2030.

Growing Health Awareness and Preventive Healthcare to Provide Viable Market Output

The increasing awareness about the importance of health and preventive healthcare measures acts as a significant driver for the Dietary Supplements market. With rising health concerns, consumers are proactively seeking supplements to bridge nutritional gaps in their diets. Factors such as sedentary lifestyles, unhealthy eating habits, and stress contribute to the demand for supplements containing essential vitamins, minerals, and antioxidants. Additionally, an aging population is more inclined towards dietary supplements to maintain overall health and combat age-related health issues.

In November 2022, the company formed a collaboration with TerraCycle, a recycling firm, to redirect its flexible packaging away from landfills through its NOW Recycling Program. Customers have the opportunity to earn $1 for every pound of waste they send to TerraCycle, which can then be contributed to a charitable organization or school.

(Source:www.terracycle.com/en-US/pages/nrp-press)

Innovation and Diversification of Products to Propel Market Growth

Innovation and diversification play a pivotal role in driving the Dietary Supplements market. Continuous research and development efforts lead to the introduction of new and advanced supplements catering to specific health needs. Formulations catering to diverse demographics, such as children, athletes, and the elderly, are gaining traction.

In September 2022, Abbott introduced a fresh iteration of Ensure enriched with HMB. This scientifically formulated dietary supplement, known as the new Ensure, is packed with 32 vital nutrients including protein, calcium, and vitamin D, which work together to enhance muscle and bone robustness.

(Source:www.abbott.in/media-center/press-releases/abbott-launches-new-ensure-with-HMB-to-help-protect-and-strengthen-indian-adults-muscles.html)

Market Dynamics of Dietary Supplements

Regulatory Challenges and Quality Concerns to Restrict Market Growth

The dietary supplements market revolves around regulatory complexities and quality concerns. Varying regulations across different countries make it challenging for manufacturers to ensure compliance with diverse standards. Stricter regulations regarding labeling, safety, and efficacy of supplements impact market accessibility. Quality control becomes a paramount concern as the market is flooded with a multitude of products, making it difficult for consumers to distinguish between genuine and substandard supplements. Instances of adulteration or mislabeling raise skepticism among consumers, affecting their trust in dietary supplements.

Impact of COVID–19 on the Dietary Supplements Market

The COVID-19 pandemic significantly impacted the dietary supplements market, leading to both challenges and opportunities. As the pandemic spread globally, there was a surge in demand for dietary supplements, especially those believed to boost immunity, such as vitamins C and D, zinc, and herbal supplements. Health-conscious consumers, aiming to strengthen their immune systems, turned to these supplements, leading to a spike in sales. However, disruptions in the supply chain, manufacturing delays, and restrictions on movement impacted the industry. Introduction of Dietary Supplements

Dietary supplements consist of minerals, vitamins, amino acids, enzymes, and herbs. These supplements are available in various forms, including capsules, tablets, gel caps, soft gels, liquids, and powders. Unlike medications, dietary supplements cannot be advertised to diagnose, treat, cure, or prevent diseases. The demand for these products is driven by rising disposable income and increasing awareness of health and well-being.

For in...

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US Supplements Market Size 2025-2029

The US supplements market size is forecast to increase by USD 21.13 billion at a CAGR of 7.1% between 2024 and 2029.

The global supplements market is experiencing significant growth, driven by rising consumer awareness and participation in health and wellness initiatives. Social media marketing has played a pivotal role in increasing the visibility of supplements, making them a popular choice among consumers seeking to improve their overall health and performance. This trend is particularly prominent in regions with a high focus on fitness and sports, such as North America and Europe. However, market growth is not without challenges. Stringent government regulations governing the production and marketing of supplements pose significant hurdles for companies seeking to enter or expand in this market. Product forms include tablets, capsules, gummy supplements, liquids, powders, and nutraceuticals in the form of branded vitamins, herbal supplements, probiotics, fish oils, glucosamine, and enzymes.
Compliance with these regulations requires substantial investment in research and development, as well as adherence to strict quality standards. Despite these challenges, the supplements market presents ample opportunities for companies that can navigate regulatory complexities and meet the evolving demands of health-conscious consumers. Companies that prioritize innovation, transparency, and sustainability are best positioned to capitalize on this growing market and establish a strong competitive advantage.

What will be the size of the US Supplements Market during the forecast period?

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The market in the US is experiencing significant growth, driven by health-conscious consumers seeking to optimize their athletic performance, cognitive function, and prevent chronic diseases. Safety standards, FDA regulations, and GMP certification are key considerations for companies in this industry. Subscription models and e-commerce platforms are transforming how consumers access supplements, from functional foods to vegan options. Label claims, dosage recommendations, and absorption rates are critical factors influencing purchasing decisions. Safety and quality are paramount, with manufacturing processes, ingredient sourcing, and third-party testing ensuring efficacy and consumer trust. The regulatory landscape continues to evolve, with ongoing discussions around dosage recommendations, ingredient labeling, and FDA regulations.
The nutraceuticals market encompasses a diverse range of products, including dietary supplements, herbal remedies, and functional foods, catering to various consumer segments. The aging population's demand for energy boosting, sleep aid, immune support, and preventive healthcare supplements is on the rise. Market dynamics include a focus on scientific evidence, consumer education, and transparency. Weight management, muscle building, and clinical trials are ongoing areas of research, while organic supplements and efficacy studies continue to gain popularity. The market trends towards functional foods, cognitive function, and preventive healthcare, with a growing emphasis on ingredient sourcing and manufacturing processes that prioritize quality control.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Vitamins
  Sports nutrition
  Herbal and botanical supplement
  Meal replacement supplement


Distribution Channel

  Retail outlets
  Online stores


End-user

  Adults
  Elderly population
  Children and adolescents


Formulation

  Capsules
  Tablets
  Powders
  Liquids
  Softgels


Geography

  North America

    US

By Product Insights

The vitamins segment is estimated to witness significant growth during the forecast period. In the health and wellness sector, US consumers are increasingly relying on dietary supplements to support their preventive healthcare regimens. Vitamin D supplements, for instance, have gained popularity among the aging population residing in states with limited sunlight exposure. This trend is driven by the growing awareness of the benefits of maintaining optimal health and well-being. Functional foods and beverages, including those fortified with essential vitamins and minerals, are also gaining traction among health-conscious consumers. E-commerce platforms facilitate the easy purchase of these products, enabling consumers to access a wide range of options from the convenience of their homes.

Quality control is a critical factor influencing consumer trust in dietary supplements. Third-party testing, GMP certification, and scientific evidence are essential for ensuring product safety and efficacy. Manufacturers

The South America Dietary Supplement Market Report is Segmented by Type (Vitamins & Minerals, Herbal Supplements, Fatty Acids, Probiotics, Enzymes, Other Product Types), Form (Tablets, Capsules and Softgels, and More, Consumer Group (Men, Women, Kids/Children), Distribution Channel (Supermarkets/Hypermarkets, and More), and Geography (Brazil, Argentina, and More). The Market Forecasts are Provided in Terms of Value (USD).

The global dietary supplements market is expected to grow from USD 40 billion in 2025 to USD 60 billion by 2035, reflecting a CAGR of 9.5%. The market is experiencing substantial growth due to several key factors. Increasing health awareness among consumers has led to a surge in demand for products that support overall well-being.

Analyzing Dietary Supplement Market by Top Investment Segments

Country wise Insights

This statistic shows the estimated and projected size of the total global dietary supplements market from 2016 to 2028. By 2028, the dietary supplements market is projected to generate around *** billion U.S. dollars worldwide.

The size of the U.S. Dietary Supplements Market was valued at USD 5.35 billion in 2023 and is projected to reach USD 7.89 billion by 2032, with an expected CAGR of 5.7 % during the forecast period. One of the largest and fastest-growing sectors within the health and wellness industry in the United States, the U.S. dietary supplements market benefits from increasing consumer awareness of health and fitness, a growing focus on preventative healthcare, and a rising demand for natural and organic products. The supplements in the market include anything from vitamins and minerals to herbs and amino acids, probiotics, protein powders, omega-3 fatty acids, and multivitamins, marketed to support general well-being, enhance athletic performance, aid digestion, or support chronic conditions. Demand has accelerated due to demographics such as the aging population, increased cases of lifestyle-related health issues associated with obesity and stress, and ever-growing demand for a more personalized healthcare solution. As people become more proactive about their health, especially preventive measures, the popularity of supplements that provide people with benefits regarding specific goals, such as boosting the immune system or enhancing gut health, is increasing. The U.S. dietary supplements market has a highly diversified competitive landscape with a combination of powerful multinational players and smaller, niche brands that have relevance in market share. It is dominated by prominent brands such as Nature Made, GNC, Herbalife, Abbott Laboratories, and Amway, which claim leadership in a very long list of products, significant brand recognition, and strong retail sales networks.

The global dietary supplements market is projected to grow from $93.46 billion in 2024 to $182.52 billion by 2032 at a CAGR of 8.73% over the forecast period

Technological advancements in the North America Online Dietary Supplement industry are shaping the future market landscape. The report evaluates innovation-driven growth and how emerging technologies are transforming industry practices, offering a comprehensive outlook on future opportunities and market potential.

The North America dietary supplements market was valued at USD 59.52 Billion in 2024, driven by increased concern for health, an aging population, and a general increase in the availability of supplements across the region. The market is anticipated to grow at a CAGR of 5.70% during the forecast period of 2025-2034 to achieve a value of USD 103.61 Billion by 2034.

The North American dietary supplement market, valued at $42.31 billion in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 6.10% from 2025 to 2033. This expansion is driven by several key factors. Increasing consumer awareness of the importance of preventative healthcare and personalized wellness is fueling demand for supplements catering to specific health goals, such as immunity, cognitive function, and joint health. The rising prevalence of chronic diseases and an aging population further contribute to market growth, as individuals seek natural ways to manage their health conditions. Furthermore, the increasing accessibility of dietary supplements through diverse distribution channels, including supermarkets, pharmacies, and online retailers, broadens market reach and stimulates sales. The market's segmentation reflects this diverse demand, with vitamins and minerals, proteins and amino acids, and herbal supplements representing significant product categories. Tablets and capsules remain popular forms, but the growing popularity of gummies and powders indicates evolving consumer preferences for convenience and taste. While the United States dominates the North American market, Canada and Mexico also contribute significantly, reflecting a growing health-conscious population across the region. The market's growth is not without challenges. Regulatory scrutiny and concerns regarding product quality and safety remain key restraints. Maintaining consumer trust and ensuring consistent product quality are crucial for sustained market expansion. Emerging trends, such as the growing popularity of personalized nutrition and the integration of technology (e.g., telemedicine, personalized supplement recommendations), present both opportunities and challenges for market players. Companies need to adapt their strategies to capitalize on these trends while ensuring compliance with evolving regulations. The competitive landscape is characterized by a mix of established multinational corporations and smaller, specialized brands, leading to a dynamic market with ongoing innovation and consolidation. Future growth will likely be shaped by the success of companies in adapting to shifting consumer preferences, technological advancements, and regulatory landscapes. Recent developments include: February 2024: Medella Springs Healthcare launched AddiVance, a stimulant-free dietary supplement to address common nutritional imbalances in individuals experiencing a lack of focus and impulsive behavior. The company claimed that the product is designed using high-quality ingredients, sourced at cGMP facilities, tested, and manufactured at FDA-registered facilities in the United States., January 2024: Chobani introduced Chobani Creations Greek Yogurt in six flavors, including Mocha Tiramisu, Orange Cream Pop, Cherry Cheesecake, Apple Pie à la Mode, Caramel Sundae, and Bananas Foster. The company claimed that the products are a source of protein and calcium and contain numerous probiotics and nine essential amino acids., January 2024: Amway’s supplements brand, Nutrilite, named regenerative agriculture a key focus area to maintain a steady provision of botanicals of its products and formed partnerships with farmers to meet the growing demand. Amway farms are located in the United States and have been adopting this seed-to-supplement strategy for decades.. Key drivers for this market are: Increasing Focus on Maintaining Health and Well-Being, Launching Supplements For Specific Purposes and Targeted Population. Potential restraints include: Increasing Focus on Maintaining Health and Well-Being, Launching Supplements For Specific Purposes and Targeted Population. Notable trends are: Increasing Focus on Maintaining Health and Well-Being.

Global dietary supplements market worth at $203.56 Billion in 2024, is expected to surpass $435.42 Billion by 2034, with a CAGR of 7.9% from 2025 to 2034.

Snapshot img

Dietary Supplements Market Size 2025-2029

The dietary supplements market size is forecast to increase by USD 72 billion, at a CAGR of 8.3% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing adoption of healthy eating habits among consumers. This trend is fueled by a growing awareness of the benefits of nutritional supplements in maintaining optimal health and wellness. A notable development in the market is the rise of plant-based protein supplements, catering to the increasing demand for vegan and vegetarian options. However, the market faces challenges stemming from consumer distrust, primarily due to misleading marketing activities. Companies must ensure transparency and authenticity in their labeling and advertising practices to build trust and credibility with consumers.
Navigating these challenges while capitalizing on the market's growth opportunities requires strategic planning and a commitment to ethical business practices. Companies that prioritize consumer trust and offer high-quality, effective supplements are poised to thrive in this dynamic market.

What will be the Size of the Dietary Supplements Market during the forecast period?

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The dietary supplement market continues to evolve, driven by consumer demand for health and wellness solutions. Stability testing protocols are a critical aspect of this industry, ensuring the efficacy and safety of herbal extracts and functional food ingredients. Phytochemical analysis and release rate kinetics play essential roles in determining the potency and bioavailability of digestive enzyme blends and mineral chelates. Tablet compression and powder blending processes are crucial in creating consistent and effective dosage forms, while prebiotic fiber content and gut microbiota modulation contribute to improved nutrient absorption rates and immune system support. Shelf life determination and regulatory labeling are also vital considerations, with GMP compliance and ingredient sourcing ensuring quality control metrics.
For instance, a leading supplement manufacturer successfully increased sales by 15% by optimizing the capsule formulation of their omega-3 fatty acid supplement, enhancing bioavailability through the use of phytosome technology. Industry growth is expected to reach 8% annually, driven by the ongoing demand for functional food ingredients, vitamin bioavailability, and metabolic pathway influence through protein hydrolysates and botanical standardization. Excipient compatibility and clinical trial endpoints are essential factors in ensuring the efficacy and safety of dietary supplements, while micronutrient fortification and antioxidant capacity continue to be key selling points for consumers. Probiotic strains and vitamin bioavailability remain popular areas of research and development, with ongoing advancements in ingredient sourcing and dosage form selection shaping the future of the market.

How is this Dietary Supplements Industry segmented?

The dietary supplements industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Vitamins
  Combination
  Fatty acids
  Probiotics
  Others


Distribution Channel

  Offline
  Online


Type

  Energy and weight management
  General health
  Bone and joint health
  Cardiac health
  Others


Formulation

  Tablets
  Powder
  Capsules
  Softgels
  Liquid


End-user

  Adults
  Geriatric population
  Pregnant women
  Children and infants


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Product Insights

The vitamins segment is estimated to witness significant growth during the forecast period.

The market encompasses vitamins and minerals, which play crucial roles in maintaining optimal health. Deficiencies in these essential nutrients can lead to various health issues, such as night blindness, anemia, and rickets. The demand for vitamin supplements continues to grow due to their importance in overall health and wellness. In Scandinavia, the high prevalence of vitamin D deficiency is driving the consumption of supplements. The region's limited sunlight exposure contributes to this trend. Key consumer demographics include older adults, vegans, and fitness enthusiasts. Vitamins B12 and D are particularly popular choices due to their antioxidant properties and the nutritional gaps in vegan food sources, respectively.

According to recent market data, the global vitamins market is projected to exp

In the wake of the COVID-19 pandemic, consumer focus on health and wellness has dramatically reshaped the vitamins and supplements market. Supplement usage has become commonplace, with adult adoption rising from 57.6% in 2018 to 75% by 2024. E-commerce has transformed industry dynamics, as convenience and product variety encourage more consumers to purchase online. This has fueled significant revenue growth, with the industry growing at a CAGR of 1.8% to reach $25.6 billion over the past five years, including expected growth of 3.0% in 2025. The rise of direct-to-consumer (DTC) brands has accelerated the industry’s evolution, emphasizing personalized nutrition, transparency and clean ingredients. Companies like Ritual and Care/of have differentiated themselves by openly sharing ingredient sourcing, prioritizing traceability and using branding that appeals to wellness-focused consumers. As a result, traditional sales through pharmacies and mass retailers have become less central, with many brands adopting omnichannel strategies to connect with shoppers, supporting online sales. Consumers’ shift toward online supplement purchases remains one of the most transformative trends in the industry. Online retailers have benefited as supplement use becomes less price-sensitive and embedded in daily routines; subscription models and loyalty programs help sustain steady demand. Social media and influencer marketing are central to customer engagement, while platforms like TikTok drive discovery and boost sales through influencer recommendations. Consumer interests have also diversified beyond immunity, with growing demand for products addressing stress, sleep, gut health and cognitive support. However, Amazon dominates the online vitamin and supplement market, capturing over 40.0% of US sales. This level of market concentration compels other brands to list their products on Amazon or risk missing out on substantial market share. At the same time, Amazon’s scale and open marketplace can drive down prices and intensify competition, while raising concerns about quality and transparency.Online vitamin and supplement retailers are expected to maintain strong growth, with revenue projected to reach $29.2 billion by 2030 at a CAGR of 2.6%. Consumer demand will likely stabilize at elevated, post-pandemic levels, fueled by ongoing interest in health maintenance and preventive care. Continued innovation in personalized and targeted formulations will further shape the competitive landscape. Additionally, the MAHA movement could drive broader adoption of supplements and vitamins by promoting their role in wellness routines. As the category becomes increasingly mainstream, regulatory oversight and consumer expectations will continue evolving and trust will remain an important differentiator for brands. Retailers are also expected to leverage new technologies to streamline supply chains and enhance the online shopping experience. In this environment, retailers focusing on customer education, digital engagement and omnichannel strategies will be best positioned to capture market share.

Revenue from vitamin and nutritional supplement production reached nearly ** billion dollars in the United States in 2018 and the industry is set to add over a billion more in revenue in 2019. With consumers’ interest in health and wellness growing, so too is the market for supplements that support this lifestyle. When asked why they used dietary supplements, most consumers answered that they did so for overall health and wellness benefits.

Health-conscious consumers

Growth of the supplement industry is no surprise when one considers the scale of its penetration into the lives of consumers. In a survey conducted in 2018, at least 70 percent of the population in every age group stated that they used dietary supplements, with usage increasing with age. Since 2007, household spending on nonprescription vitamins has almost doubled from an annual average of ** dollars to nearly ** dollars. Mineral supplements, such as calcium and magnesium, are the most in demand, accounting for over a quarter of sales.