Dietary Supplements Market Assessment, Size, Volume, Value, Share, Growth, Trends, Consumer Analysis, Competition, Industry Analysis, Actionable Insights Report; By Ingredient, By Form, By Type, By Function, By Application, By End-User, By Distribution Channel, By Region and By Country; Outlook and Forecasts, 2023 – 2030

Report Summary

Dietary Supplements Market Size and Growth

According to the report findings, the Global Dietary Supplements Market size reached a value of US$ 159.3 Billion in 2022 and is projected to attain valuation of approximately US$ 200 Billion by 2025 and around US$ 280 Billion by 2030, with a projected growth rate of 7.6% CAGR during the forecast period from 2023 to 2030.

Key factors propelling growth in the dietary supplements market include an expanding geriatric population, a shift from pharmaceuticals to nutraceuticals, amino acids, and protein supplements driven by the rising focus on preventive healthcare. Additionally, there is a growing emphasis on personalized nutrition, sports nutrition, and weight management supplements, along with the increasing popularity of herbal supplements and plant-based dietary supplements. The expanding presence of fitness centers, health clubs, and gymnasiums, as well as the rise of e-commerce and digitization in retail, have also contributed to the growth of the dietary supplements market. Consumers are increasingly prioritizing self-directed care, influenced by the trend of personal health, personal care, and overall well-being.

Following the unprecedented impact of the COVID-19 pandemic, there has been a notable surge in demand within the marketplace for products that enhance digestive health and boost immunity. Additionally, sales of dietary supplements, including vitamins, proteins, omega-3 fatty acids, and others, have experienced significant growth. These factors are exerting a positive influence on the dietary supplements market, fostering robust growth opportunities for the forecasted period. Consequently, numerous innovative and novel dietary supplement products are being introduced to meet the escalating demand.

The dietary supplements industry faces specific restraints, including the high cost of supplements, rising inflation, and potential side effects from excessive consumption. Research and development (R&D) activities are crucial for dietary supplements manufacturers but necessitate substantial investments. Additionally, stringent regulations governing health benefit claims and product labeling present challenges for the dietary supplements market in the forecasted period.

Dietary supplements serve as dietary enhancements or additions and differ from regular food items. According to Food and Drug Administration (FDA) guidelines, if a product is primarily intended to address, diagnose, cure, or prevent diseases, it qualifies as a drug, even when labeled as a dietary supplement. Dietary supplements encompass a range of ingredients, including vitamins, minerals, herbs, botanicals, proteins, amino acids, enzymes, probiotics, fibers, specialty carbohydrates, omega fatty acids, and others. These supplements are available in various forms such as capsules, tablets, gel caps, soft gels, liquids, powders, bars, and gummies.

Dietary Supplements Market Trends and Outlook

What are the Major Growth Drivers, Restraints, and Opportunities in Dietary Supplements Market?

Growing Emphasis on Preventive Healthcare and Healthier Lifestyles to Boost Dietary Supplements Market

In recent years, the market has shifted its focus from curative healthcare practices to a proactive approach centered around preventive health measures. Consumers are increasingly prioritizing self-directed care, spurred by the surging trends in personal health, weight management, and overall wellness. The personal care industry has undergone significant transformations. Consumers are now embracing weight management and protein supplements as tools to address lifestyle-related health concerns. Insufficient protein intake is notably prevalent in many regions, driving the growing demand for amino acids and protein supplements. Furthermore, unhealthy dietary habits and sedentary lifestyles have prompted a vast majority of consumers to turn to weight management supplements in their pursuit of combating obesity and overweight issues.

“Consistent data from consumer behavior surveys reveals that dietary supplement users tend to adopt healthier lifestyles. These healthy behaviors include regular exercise, a balanced diet, frequent doctor visits, and prioritizing quality sleep consistently.”

Consumers are also adopting a personalized healthcare approach, investing in preventive products and services to address common metabolic disorders. There is a global inclination towards various dietary supplements products known for their positive impact on gut health. Consequently, probiotics have experienced remarkable growth in recent years, fueling the sales of innovative dietary supplement formats in the market. As a result, dietary supplement manufacturers are strategically leveraging application, formulation, and the expansion of therapeutic benefits to meet the evolving demands of consumers and drive sales.

Rising Demand for Quality and Branded Supplements Drives Dietary Supplements Market

Regulatory authorities, such as the U.S. Food and Drug Administration (USFDA), have implemented various initiatives to promote the consumption of high-quality and safe dietary supplements among consumers. Brands are responding by emphasizing transparency, obtaining quality certifications, and adopting ethical sourcing practices.

According to consumer surveys, 60% of dietary supplement users agreed that branded ingredients deliver superior performance, and 65% willing to pay more for these ingredients. Additionally, 74% of users expressed greater confidence in supplements containing branded ingredients, while 65% of respondents acknowledged that branded ingredients may command a higher price due to their superior effectiveness and quality. Consumers are increasingly seeking these branded ingredients, valuing their quality and the assurance they provide.

Rising Consumer Preference for Organic and Natural Ingredients Fuels Dietary Supplements Market

Sales of GMP (Good Manufacturing Practice) certified plant-based, natural, and organic supplements, free from synthetic additives, are steadily surging, driving the dietary supplements market. Organic products undergo rigorous regulations and certifications, guaranteeing their safety, authenticity, and quality.  Consumers willingly invest in organic supplements, trusting their strict testing and adherence to organic standards. With an increasing focus on health, consumers actively seek products that enhance overall well-being and prioritize transparency in ingredient sourcing, further driving the demand for organic and natural alternatives. Consumer surveys revealed the impact of clean product labels, including quality, organic, non-GMO, and natural seals, influencing 64% of dietary supplement purchases.

Consumer preferences for natural ingredients and plant-based options are compelling manufacturers to innovate. Subsequently, the growing utilization of clean-labeled, safe, and organic ingredients in dietary supplement production is expected to propel market demand in the forecast period. Governments worldwide are endorsing organic agriculture and encouraging the production and consumption of organic products, leading to increased availability and variety of natural and organic dietary supplements in the market.

What are the Dietary Supplements Market Segmentations and Bifurcations?

Dietary Supplements Market Segments by Ingredient

• Botanicals
• Enzymes
• Fibers
• Minerals
• Omega Fatty Acids
• Probiotics
• Proteins & Amino Acids
• Vitamins
• Others

On the basis of ingredients, the vitamins segment dominated the global dietary supplements market in 2022, holding a substantial share of approximately 30%. This leading position can be attributed to several key factors, including the introduction of numerous new multivitamin supplements, a rising prevalence of vitamin deficiencies across diverse demographics, a heightened consumer focus on overall well-being, and increased awareness of lifestyle-related health issues. Among consumers, Vitamin D, Vitamin C, and Vitamin B/B complex emerged as the most popular choices.

The proteins and amino acids segment is expected to exhibit the fastest growth in global dietary supplements market during the forecast period. This growth is driven by rising consumer awareness about health and nutrition, leading to increased demand for protein supplements such as whey powders and amino acid products including creatine, tyrosine, citrulline, and proline. Additionally, proliferation of fitness centers and gyms worldwide is further fueling the demand for dietary supplements, especially among fitness enthusiasts and bodybuilders.

Over half of consumers indicated their usage of specialty dietary supplements, with a preference for omega-3 fatty acids, probiotics, melatonin, and dietary fibers. In recent times, manufacturers of energy and weight management products have shifted their focus towards integrating dietary supplements to enrich the nutritional content of their offerings. This shift has driven up the demand for indigestible yet beneficial fibers and specialty carbohydrates, which play a crucial role in lowering cholesterol levels, supporting weight management, and regulating blood sugar levels.

The botanicals segment is also poised for significant growth in the dietary supplements market. Plant-based dietary supplements, sourced from herbs, fruits, vegetables, and other botanical materials, offer natural health-enhancing compounds for supplementation. The popularity of botanical supplements among North American consumers is on the rise, driven by increasing health consciousness, a preference for preventive healthcare, and the convenience of dietary supplements in bridging nutritional gaps in the diet, particularly in the United States.

Dietary Supplements Market Segments by Form

• Tablets
• Liquids
• Capsules
• Powders
• Soft Gels
• Gummies
• Gel Caps
• Others

In terms of form, tablets segment dominated the dietary supplements market in 2022 with a share of about 35%, and this dominance is expected to continue throughout the forecast period. Tablets are favored due to their easy dosage, affordability, convenient storage, longer shelf life, and overall consumer convenience. Pills, including tablets, capsules, and soft gels, remain popular choices among consumers.

Soft gels hold a distinct advantage due to their easy consumption, particularly for individuals who may have difficulty swallowing. Their gel-like texture and swallow-friendly nature position them as a preferred choice. Soft gels offer superior bioavailability through advanced formulations that enhance nutrient absorption. They also allow for customization with a wide range of ingredients, catering to specialized product needs. Beyond functionality, soft gels boast a visually appealing and professional appearance, effectively masking any unpleasant tastes or odors, which contributes to their popularity. Additionally, the gelatin-based shell of soft gels extends the shelf life of enclosed ingredients. These factors collectively drive the growth of soft gels in the dietary supplements market.

The liquids segment is poised for fastest growth during the forecast period. Liquid supplements can effortlessly blend with water, ensuring smooth consumption and enabling the creation of various blends for use in yogurt, smoothies, and energy drinks. Furthermore, the gummies segment is projected to witness substantial growth till 2030. Manufacturers have increasingly introduced gummy supplements due to rising consumer preferences for this form.

Dietary Supplements Market Segments by Type

• OTC Supplements
• Prescribed Supplements

In 2022, the OTC supplements segment dominated the dietary supplements market, capturing over 70% of the revenue share. This commanding position is driven by the growing trend of self-directed healthcare among consumers and their increasing awareness of the health benefits that dietary supplements offer. This heightened awareness is expected to fuel the demand for over-the-counter (OTC) supplements. OTC supplements often come at a lower cost compared to prescription supplements, rendering them a cost-effective choice for consumers. The flourishing landscape of e-commerce and online retailers has streamlined the online purchase of dietary supplements, contributing significantly to the growth of this segment.

Prescribed supplements adhere to stringent manufacturing standards akin to pharmaceutical drugs, ensuring minimal side effects and comprehensive labeling. The prescription-based dietary supplements sector is poised for growth due to stringent regulatory oversight and the awareness among individuals regarding labeling and health claims. Furthermore, the increasing availability of prescribed dietary supplements customized for individuals with specific nutritional deficiencies, enabling precise nutrient delivery, is expected to drive prescription sales throughout the forecast period.

Dietary Supplements Market Segments by Function

• Sports Nutrition Supplements
• Additional Supplements
• Medical Supplements

The sports nutrition function segment is poised to experience the highest CAGR during the forecast period. Many sports nutrition supplements available today encompass multivitamins, branched-chain amino acids (leucine), omega-3 fatty acids, glucosamine, glutamine, beta-alanine, beetroot, and green tea extract, each offering distinct performance benefits. While all individuals require sufficient macro and micronutrients, athletes, due to their strenuous exertion, must carefully monitor their dietary intake. Sports nutrition supplements fulfill these essential nutrient needs, driving rapid growth in the dietary supplements market.

The additional supplements segment has gained substantial traction in recent times. In current fast-paced lifestyles, individuals often fall short of their daily nutrient requirements, turning to dietary supplements to bridge this nutritional gap.

Dietary Supplements Market Segments by Application

• Anti-Aging
• Anti-Cancer
• Bone and Joint Health
• Cardiac Health
• Diabetes
• Energy & Weight Management
• Gastrointestinal Health
• General Health
• Immunity
• Insomnia
• Lungs Detox
• Menopause
• Mental Health
• Prenatal Health
• Sexual Health
• Skin/Hair/Nails
• Sports Nutrients
• Others

In 2022, dietary supplements market was dominated by energy and weight management segment, commanding a substantial 30% revenue share. This dominance is attributed to the increasing focus on fitness and physical well-being worldwide. Factors such as heightened body-consciousness, the pervasive influence of social media, and the global rise in obesity concerns are expected to fuel the demand for weight management products.

Consumers are making a shift from traditional diet products with short-term benefits to weight management solutions that offer long-term satiety and appetite control. This transition is contributing to the growing adoption of supplements in households for weight monitoring and management, thereby expanding the growth potential of the dietary supplements market.

Furthermore, there is a rising awareness concerning gut health, driven by the increasing prevalence of conditions such as irritable bowel syndrome, constipation, acid reflux, and indigestion globally. This heightened awareness is expected to drive the demand for fibers and specialty carbohydrates tailored for gut health management.

Additionally, revenue from immunity-related applications is poised for significant growth in the forecast period. Immunity-boosting vitamins, minerals, and botanical supplements experienced a surge in demand during the COVID-19 pandemic, and this demand is expected to continue its upward trajectory until 2030.

Dietary Supplements Market Segments by End-User

• Elderly / Geriatric
• Infants
• Children
• Pregnant Women
• Adults

In terms of end-users, the adults segment dominated the dietary supplements market in 2022, securing a substantial revenue share of about 45%. This dominance arises from the increasing health consciousness among working professionals and athletes who recognize the significance of maintaining a balanced diet, thus fueling the demand for dietary supplements to support overall health.

Changing lifestyles and demanding work schedules among adults lead to nutritional gaps, spurring higher consumption of dietary supplements. Additionally, the rising prevalence of obesity, cardiovascular diseases, diabetes, and lifestyle-related disorders worldwide is driving the dietary supplements market.

Moreover, the growing geriatric population in regions such as North America, Europe, and Asia Pacific is set to bolster dietary supplements market growth. The elderly demographic seeks supplements to support various aspects of health, including joint health, cognitive function, cardiovascular health, bone strength, and immune system function. Manufacturers are actively developing specialized formulations to address the unique needs of this aging population. Given the vulnerability of the elderly to various infections, there has been a significant post-pandemic surge in demand for immunity-boosting products among this demographic.

 Increased awareness of the nutritional needs of children and infants is also anticipated to drive supplement demand. The expanding working population and rising per capita income in developing economies are set to boost consumer spending on infant nutrition, further fueling market growth.

Dietary Supplements Market Segments by Distribution Channel

• Offline Channel
  • Supermarkets/ Hypermarkets
  • Pharmacies and Drug Stores
  • Others
• Online Channel

In 2022, the offline distribution channel dominated the dietary supplements market sales, commanding a revenue share of over 80%. Supermarkets and hypermarkets, in particular, played a significant role in dietary supplement sales in Europe and North America due to their widespread presence.

However, the online distribution channel is poised for the fastest growth during the forecast period. The COVID-19 pandemic accelerated the e-commerce industry and the e-pharmacy business model, resulting in increased online sales of dietary supplements. Factors such as a growing number of internet users, easy access to various brands, the fast-paced lifestyle of consumers, 24/7 product availability, the convenience of home shopping and delivery, and a wide range of product choices are driving the global sales of dietary supplements through online channels.

What are the Regional and Country Trends in Dietary Supplements Market?

Global Dietary Supplements Market – Regional Trends and Insights

• North America Dietary Supplements Market
• Europe Dietary Supplements Market
• Asia Pacific Dietary Supplements Market
• Middle East & Africa (MEA) Dietary Supplements Market
• South America Dietary Supplements Market

North America dietary supplements market held the largest market share globally and is poised for further expansion during the forecast period. This growth can be attributed to several factors, including the presence of major manufacturers, high disposable incomes, and an increasing incidence of chronic ailments. The flourishing sports industry, evolving lifestyle choices, and a growing emphasis on physical well-being also contribute to this growth trajectory.

Within North America, a heightened awareness of health has prompted individuals to incorporate dietary supplements into their daily regimens, reaping the holistic benefits on health and weight management. Lifestyle-related disorders such as diabetes, obesity, and hypertension are more prevalent due to suboptimal dietary choices, marked by the consumption of nutritionally deficient junk and processed foods. Furthermore, the trend toward a vegan and minimally processed diet has fueled the consumption of dietary supplements to address nutritional gaps.

In this region, individuals are increasingly adopting nutritional supplements as a convenient means to support their dietary needs and health objectives. The U.S. stands out as the dominant dietary supplements market within North America region. The U.S. young adults consumer base commonly seeks dietary supplements for various purposes, including enhancing energy levels, improving hydration, increasing muscle mass, promoting joint health, boosting overall performance, achieving better sleep, and supporting healthy digestion.

“As per the recent 2023 consumer research insights, around 75% of supplement end-users in the U.S. actively integrate dietary supplements into their lifestyles. Consumer surveys also unveiled that the usage of dietary supplements is notably higher among women, elders, individuals with higher levels of education, and those with a greater household income. Key factors influencing consumer purchase decisions included specific product labels, pricing, doctor recommendations, ingredients, and brand names.”

Asia Pacific market is expected to witness the fastest growth during the forecast period till 2030. This growth is primarily driven by the rising popularity of social media, increasing awareness of health and well-being, a growing middle-class population, and higher spending on health-enhancing products. Notably, countries such as China, Australia, India, Japan, South Korea, and ASEAN countries within this region have seen a significant increase in their consumer base for dietary supplements. Furthermore, Europe region captured a substantial 20% market share in the global dietary supplements market in 2022, with Germany, France, Italy, and the U.K emerging as the key markets within this region.

Report Attributes

Dietary Supplements Market – Competition Dynamics

Some of the key companies operating in the global dietary supplements market include Abbott, American Health Foundations, Amway, Archer Daniels Midland, ArkoPharma, Bayer, Biomedical Research Laboratories, Bionova, Clorox, Glanbia, GlaxoSmithKline, H&H Group, Herbalife, Life Extension, Nature's Essentials, Nature's Sunshine Products, Nestle, NU SKIN, Otsuka Holdings, Pfizer, Power Gummies, Pure Encapsulation, and others.

The global dietary supplements industry exhibits fragmentation, leading to heightened competition among companies due to the increasing number of players worldwide. Notable industry leaders employ robust business strategies, including mergers & acquisitions, product launches, R&D initiatives, collaborations, and partnerships to bolster their profit margins.

Leading manufacturers emphasize both quality and innovation to safeguard their brand reputation and enhance their product portfolios. They allocate resources to research and development to incorporate cutting-edge technologies seamlessly, highlighting their commitment to delivering high-quality dietary supplements.

Compliance with FDA regulations provides a competitive advantage to leading players, allowing them to maintain market dominance. Major global companies benefit from extensive geographic reach and strong brand recognition among consumers, positioning them favorably against the competition. These major players prioritize product innovation, offering diverse flavors and enjoyable forms such as gummies and chewables.

Dietary Supplements Market Developments

• In February 2023, Elemis, a UK-based company, unveiled new supplements aimed at enhancing skincare and overall health. These Pro-Collagen Skin Future supplements feature ingredients like hyaluronic acid, an antioxidant blend, chlorella, and vitamins A and C.
• In February 2023, Otsuka Pharmaceutical Co., Ltd. in Japan forged a partnership with the Tokyo Marathon, offering health management support to approximately 38,000 runners and 80 race officials. This initiative plays a crucial role in raising public awareness about the significance of exercise and nutrition, aligning with the company's strategic development goals.
• In December 2022, Amway inaugurated a Business Innovation Hub in Singapore in collaboration with the Economic Development Board. This strategic expansion enables Amway to meet the evolving wellness needs in Asia, addressing the growing demand for tailored health and wellness solutions in the region, which is expected to bolster the company's sales and profitability.
• In November 2022, Jollywell introduced a new line of plant-based and clean products in its dietary supplement range. These scientifically formulated supplements prioritize natural ingredients, ensuring safe consumption without any risk of side effects.
• In September 2022, Abbott launched a revamped Ensure formulation with HMB, a science-based nutritional supplement. The new Ensure contains 32 essential nutrients, including protein, calcium, and vitamin D, designed to enhance muscle and bone strength. It also features HMB, a novel ingredient that combats muscle loss while boosting overall physical strength and power.
• In August 2022, Optimum Nutrition, a Glanbia Performance Nutrition brand, introduced its latest offering, the Gold Standard Protein Shake, available in two flavors: chocolate and vanilla. Each serving packs around 24 grams of protein.
• In May 2022, Nestlé expanded its presence in the Brazil dietary supplement market through the acquisition of Puravida.
• In March 2022, PharmaNutrics launched five distinct dietary supplements in the United States: SerotomixPlus, GlucanPlus, Gaba 600, EnergixPlux, and CurcumixPlux, each serving specific purposes related to fatigue, stress, musculoskeletal health, and anti-inflammatory support.
• In February 2022, Amway India introduced a captivating range of nutrition supplements under the esteemed Nutrilite brand. These innovative offerings come in trendy and delectable forms, such as flavorful gummies and easily dissolving jelly strips, aligning perfectly with modern sensibilities.
• In November 2021, ADM announced its acquisition of Deerland Probiotics & Enzymes, a strategic move to diversify its dietary supplements pipeline.
• In April 2021, Persona Nutrition unveiled a groundbreaking set of daily gummy vitamin packs tailored to meet the diverse health needs of families. These comprehensive vitamin packs are thoughtfully designed to cater to various health objectives.