U.S. Dietary Supplements Market Size, Share and Trends 2026 to 2035

What is the U.S. Dietary Supplements Market Size?

The U.S. dietary supplements market size is accounted at USD 78.2 billion in 2025 and predicted to increase from USD 85.4 billion in 2026 to approximately USD 190.08 billion by 2035, representing a CAGR of 9.29% from 2026 to 2035. The rising geriatric population in the country and the demand for preventive and nutritional supplements are driving the growth of the U.S. dietary supplements market.

U.S. Dietary Supplements Market Key Takeaways

• By ingredient, the vitamins segment held the largest market share of 44.6% in 2025.
• By ingredient, the botanical segment is expected to grow at a CAGR of 9.3% during the predicted period.
• By form, the tablet segment accounted for the highest market share of 32.7% in 2025.
• By type, the OTC segment contributed the biggest market share of 74% in 2025.
• By type, the prescribed segment is projected to grow at a notable CAGR of 9.6% during the forecast period.
• By function, the additional supplements segment generated the highest market share of 54.5% in 2025.
• By application, the energy and weight management segment captured more than 20% of market share in 2025.
• By application, the prenatal health supplements segment is predicted to witness significant growth in the market over the forecast period.
• By distribution channel, the offline segment recorded the highest market share of 68% in 2025.
• By distribution channel, the online segment is predicted to expand at a fastest CAGR of 8.7% over the forecast period.
• By end-user, the adult segment led the market with the largest market share of 46% in 2025.

Market Overview

Dietary supplements are an additional provision of nutrition in the human body. These are oral supplements that are different from traditional food. These products are added to the diet. The dietary supplements include minerals, vitamins, amino acids, herbs, and enzymes. Dietary supplements are of several types, including tablets, liquids, capsules, powders, soft gels, liquids, and gummies. The rising awareness about healthcare and the demand for energy supplements.

How Can AI Impact the U.S. Dietary Supplements Market?

The integration of artificial intelligence into the healthcare and pharmaceutical industry is improving the overall efficiency of the industry. AI is contributing significantly to the expansion of the dietary supplements industry.

• In January 2023, Nutrabolt, a human performance company, launched the Cellucor P6 Ultimate, a new Testosterone Booster supplement powered by Nuritas using intelligent ingredients from nature with the use of artificial intelligence.

U.S. Dietary Supplements Market Growth Factors

• Increasing aging population: The increasing aging population in the United States causes a higher demand for energy supplements for improving the immune system and preventing infections, which boosts the sales of dietary supplements in the United States market.
• Rising awareness: The rising awareness about healthcare with the rising disposable income and the spending culture on lifestyle and health is contributing to the expansion of dietary supplements.
• Rising healthcare infrastructure: The increase in the healthcare infrastructure with the rise in the healthcare institutions and leading research centers are driving innovations in medicines and dietary supplements.

The bar chart presents the proportion of U.S. residents who reported using dietary supplements within the past 30 days, segmented into two age groups: children and adolescents (0–19 years) and adults (20 years and above).
Key insights include:

• Non-use: Most children and adolescents did not use any dietary supplements, accounting for 65.3% of this group. In contrast, non-use was notably lower among adults, at 41.6%.
• Single-supplement use: The prevalence of using one supplement was relatively comparable between the two groups, with 28% of children and adolescents and 23.1% of adults reporting single-supplement use.
• Multiple-supplement use: Adults were substantially more likely to consume multiple dietary supplements. Only 7.1% of children and adolescents used two or more supplements, whereas 36.4% of adults did so. Among adults, this included 14% using two supplements, 7.4% using three, and 15% using four or more.

Overall, the chart clearly demonstrates that adults in the United States are far more inclined to use multiple dietary supplements than children and adolescents.

Market Scope

Market Dynamics

Driver

Benefits associated with dietary supplements

The rising awareness about healthcare in the country and the growing acceptance of dietary supplements in the population improve the immune system, gut health, and essential nutrition in the body. They enhance bone health, heart health, birth defects, anemia, and other health conditions.

Restraint

Side effects

The dietary supplements sometimes have side effects such as rashes, eyeburn, infection, and others, and the rising competition in the dietary supplements market is restraining the growth of the U.S. dietary supplements market.

Opportunity

Rising spending culture on healthcare

The increasing disposable income in the population of the United States the changing lifestyle preferences, and the spending culture on healthcare are driving the healthcare infrastructure and pharmaceutical industries. Additionally, the rising prevalence of chronic health conditions in the population is highly driving the demand for dietary supplements in the United States consumer market.

Ingredient Insights

The vitamins segment held the largest share of the U.S. dietary supplements market in 2025. Vitamins are essential elements in dietary supplements and energy and weight management supplements. Vitamins are responsible for ensuring the proper functioning of the body. In energy and weight management, vitamins play an essential role in the functioning of metabolism. Vitamin B helps improve the body's metabolism of carbohydrates, fats, and proteins used as stored energy in food.

The probiotics segment is expected to witness substantial growth in the U.S. dietary supplements market during the predicted period. Probiotics are the elements of the substance that are used to improve and protect the immune system of the mother and the developing baby. They are microorganisms that have a number of health benefits when consumed in proper proportion. It maintains good gut health, reduces the risk of infection severity, increases immune cells, and enhances recovery time.

Form Insights

The tablet segment accounted for the largest share of the U.S. dietary supplements market in 2025. The tablet form of dietary supplements is increasing in consumption by the population of the United States due to their affordability, efficient usage, and high availability in every pharmacy and healthcare center. These supplements are easily transportable. Tablet supplements provide an accurate dosage and economical, reliable options for daily dietary supplement consumption.

The liquid form segment expected to witness significant growth in the U.S. dietary supplements market during the anticipated period. Liquid dietary supplements are nutraceuticals that come in liquid form and can be taken in small cups, droppers, or shot glasses. The liquid dietary supplements are mostly water, liposome, and alcohol-based. The liquid dietary supplement has quicker assimilation and absorption than the other types of dietary supplements.

Type Insights

The OTC segment led the U.S. dietary supplements market in 2025. The rising consumption of dietary supplements among the population is driving the demand for over-the-counter dietary supplements. The increasing awareness about daily nutrition and maintaining energy levels is driving the demand for counter-dietary supplements.

The prescribed segment expects significant growth in the U.S. dietary supplements market during the forecast period. There is an increasing inclination towards healthcare professionals for regular diagnosis and checkups and the acceptance of prescribed dietary supplements due to the greater assurance of medicines by physicians. The prescribed dietary supplement provides the product authenticity and reduced risk.

Function Insights

The additional supplements segment is projected to see the fastest growth in the U.S. dietary supplements market during the forecast period. The increasing prevalence of chronic and lifestyle diseases in the United States population is driving the demand for the additional supplements segment. Vitamins, minerals, and fats are some types of additional supplements that are essential for the human body; in some cases, it is not fulfilled by the routine diet, which drives the demand for the additional supplements segment.

Application Insights

The energy & weight management segment is led the U.S. dietary supplements market in 2025. The rising concern about health and maintaining energy in the body is boosting the demand for energy and weight management supplements. These supplements help in losing weight and are used in fat metabolism, which is efficiently used to lose extra fats in the body. Active elements that are present in the supplements help get rid of extra fats. Energy and weight management supplements mostly consist of ingredients that contain large amounts of minerals, caffeine, fiber, and other plants.

• Nearly 15% of the U.S. population has used weight-loss dietary supplements at some point in their life. The American population spends approximately USD 2.1 billion per year on weight loss dietary supplements in tablet form.

The prenatal health supplements segment is predicted to witness significant growth in the U.S. dietary supplements market over the forecast period. Pregnancy is one of the most important and crucial parts of a woman's life, and it needs to be managed efficiently during pregnancy; there is a shortage of vitamins and minerals in the body. With the use of proper physician-recommended prenatal health supplements, the shortage of vitamins and minerals may be fulfilled. The folic acid supplement is one of the most important supplements during pregnancy, which prevents birth defects known as neural tube defects, consisting of spina bifida.

• The U.S. dietary supplements market spent over USD 189 million on prenatal supplements in 2023.
• In March 2024, O Positive, a leading women's wellness brand, launched the PREGGO conception support and sperm health support capsules.

Distribution Channel Insights

The offline segment dominated the U.S. dietary supplements market in 2025. The offline sales channel further includes sub-segments such as pharmacies, supermarkets and hypermarkets, practitioners, specialty stores, and others. The population has a rising preference for buying medicines from nearby pharmacies or specialty stores due to the greater availability. The pharmacies that are present in the pharmacies and specialty stores help recommendpersonalized medicines or supplements according to the consumer's age, condition, and gender.

The online segment is predicted to witness significant growth in the U.S. dietary supplements market over the forecast period. The rising penetration of e-commerce and the rapid expansion of telehealth and online delivery of medicines. The rising geriatric population and busy lifestyle are driving the demand for medicines to be delivered to their doorstep and are driving the sales of dietary supplements from the online sales channel.

End-User Insights

The adult segment dominated the U.S. dietary supplements market in 2025. The rising consumption of dietary supplements by adult users is due to the rising demand for energy and an improved immune system in the body. There are a number of leading players manufacturing dietary supplements for adults. Dietary supplements help improve and maintain their health and provide the necessary nutrients such as vitamins, minerals, and other nutrients that are missing from their routine diet. It improves the heart, bone, vision health, and others.

U.S. Dietary Supplements Market Trends

• 76% of the people of the United States have been taking vitamins and minerals as their major supplement option in the past 12 months. Specialty supplements are the 2nd most popular, with 40%, followed by botanical and herbal with 39%, sports nutrition supplements with 28%, and weight management supplements with 17%.
• According to the 2023 CRN Consumer Survey on Dietary Supplements, dietary supplements play an important role in most Americans' lives there are 74% of adults in the United States are taking dietary supplements, and 55% qualify as regular users.

U.S. Dietary Supplements Market Companies

• Bayer
• NBTY Inc
• Bionova Lifesciences
• Nu Skin Enterprises
• Carlyle Group
• Pfizer
• Arkopharma Laboratoires Pharmaceutiques
• Glanbia
• Herbalife International
• Abbott Laboratories
• GlaxoSmithKline
• Nature's Sunshine Forms
• Amway
• Archer Daniels Midland

Segments Covered in the Report

By Ingredient

• Vitamins
• Minerals
• Fibers and Specialty Carbohydrates
• Omega Fatty Acids
• Botanicals
• Proteins and Amino Acids
• Others

By Form

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

By Type

• Otc
• Prescribed

By Function

• Additional Supplements
• Medicinal Supplements
• Sports Nutrition

By Application

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

By Distribution Channel

• Offline
  • Hypermarkets/Supermarkets
  • Pharmacies
  • Specialty Stores
  • Practioner
  • Others
• Online

By End User

• Adults
• Geriatric
• Pregnant Women
• Children
• Infants