In 1994, when the landmark Dietary Supplement Health and Education Act (DSHEA) was passed, supplement sales in the U.S. topped $4 billion. Research notes that there were about 600 manufacturers marketing approximately 4,000 products at that time. By early 2026, according to one source, the number of dietary supplement products had exceeded 100,000.
The industry has since gained significant legitimacy. Nutrition Business Journal has estimated U.S. supplement sales at approximately $72.88 billion.
Globally, according to market data from Grand View Research, the dietary supplements market was valued at $209.5 billion in 2025 and is projected to reach $228.2 billion in 2026. North America dominated the global supplement market, accounting for the largest revenue share at 36.1% in 2025. This growth continues to be driven by heightened health consciousness, evolving consumer lifestyles, and an increased focus on preventive healthcare. Within the market, energy and weight management was the dominant category, accounting for a 29.4% market share.
Pew Research recently released findings from a nationwide survey on dietary supplement use. According to the survey, 8 in 10 U.S. adults currently take at least one supplement for their health.
Multivitamins (and single vitamins) and minerals, such as iron and calcium, are by far the most commonly consumed supplements, with approximately two-thirds of respondents reporting that they currently take vitamin or mineral supplements daily.
Additionally, 31% report taking protein supplements including powders, drinks or bars; 25% take omega-3 products,19% consume herbal supplements such as ashwagandha, turmeric or ginseng, and 35% rely on nutraceuticals such as melatonin.
The Grand View Research report notes that “One standout example (of a popular supplement) is ashwagandha, whose usage has increased significantly from 2% of consumers in 2020 to 8% in 2024, reflecting growing demand for plant-based stress management and mental wellness support. Similarly, melatonin, widely used as a sleep aid, continues to gain traction. Adoption among supplement users has risen from 10% in 2020 to 16% in 2024.”
Nutriventia continues to be well positioned to meet the growing demand for solutions supporting both stress and sleep management with its Ashwanova® sustained-release ashwagandha root-only extract, and Melotime® sustained-release melatonin. Both science-backed ingredients are distinguished by demonstrated efficacy at low, once-daily doses supporting optimal performance and precision.
Additionally, women are still more likely than men to take supplements, according to Nutrition Business Journal 2025 Condition Specific Report. In 2021, the men’s general health supplement market was 33.3% smaller than the women’s market. By 2024, this gap had widened to 36.2%, with the men’s supplement sector garnering $1.9 billion in sales, compared with $2.6 billion in women’s health supplement sales.
6 Trends Driving Supplement Use
Grand View and Pew Research have identified six powerful market drivers shaping where the supplement industry stands today and where it is poised to move in the near future.
1) Personalized nutrition is becoming more buzzworthy. Supplement brands are increasingly looking at biomarker data, genetic testing, and AI to develop supplement recommendations tailored to individual needs, rather than relying on generic formulations. This is encouraging the adoption of subscription-based models and higher price points, creating a more competitive environment within the growing personalized nutrition category.
2) Interest in nutrigenomics is increasing. A growing interest in nutrigenomics is increasing consumer demand for supplements targeting gut health, cognitive function, mental health, stress management, and hormonal balance. For example, according to the report, approximately 30% of Millennials prefer supplements designed to address specific health concerns, with ingredients such as nootropics, probiotics, adaptogens and herbal extracts gaining traction among this consumer base.
3) Non-pill formats are gaining ground over tablets and capsules. Consumers are increasingly turning to nutraceutical gummies, liquids, powders, and even oral strips to reduce pill fatigue. Format diversification is appealing to a broader range of consumers, and driving new product development.
Nutriventia’s “Enhanced Delivery for Greater Efficacy” E.D.G.E. delivery system platform comprises four technologies – dispersible solutions, modified release, taste masking and gummy ready for a wide range of innovative supplement solutions.
4) Life-stage and condition-specific supplements are in demand. This trend is particularly evident in women’s health, with an increasing number of products targeting fertility, PMS, and menopause as well as stress, sleep and mood balance across different life stages.
5) Clean-label herbal ingredients are becoming a priority. Demand for plant-based, natural, and clean-label products is accelerating as consumers increasingly perceive these products as healthier and more sustainable. Manufacturers are expected to focus on developing products with natural ingredients, minimal processing, and transparent labeling.
Nutriventia’s entire signature portfolio of ingredients – Ashwanova, Melotime, TurmXTRA (active and glow), CaffXtend and C-Fence – is Clean Label Project® certified. Each ingredient underwent a rigorous certification process conducted by an independent third-party laboratory, including testing for heavy metals, more than 300 pesticides (including glyphosate), and plasticizers.
6) Stress among young adults is driving demand for supplements. Nearly half (47%) of adults under 30 say that managing stress in their lives is a major challenge to taking care of their health. This share is 30% higher than adults ages 65 and older who say the same.
The Influencer Factor
The supplement landscape is being transformed by influencers, who are increasingly shaping consumer behavior. In the supplement industry, where “wellness” is the primary pursuit, influencers are steering conversations and sales.
Another Pew survey found that approximately 40% of U.S. adults like to get health information from social media influencers or podcasts. More than one-third of respondents say they listen to content on topics such as fitness, weight loss and personal appearance; Gen Z and women particularly like to engage with this type of content.
In a separate report, Pew identified 6,828 influencers with at least 100,000 followers on YouTube, TikTok or Instagram who regularly post about health and wellness.
Earlier in 2026 at Natural Products Expo West, NielsenIQ E-Commerce Director Jack O’Leary suggested keeping an eye on TikTok Shop as an up-and-coming sales channel. During 2025, the channel accounted for 3% of all supplement sales. He noted, “That’s a year-over-year growth of 71%, which warrants a good deal of consideration.” Nutricosmetics are also gaining traction on TikTok Shop, with facial and skin care products accounting for 7% of sales.
According to an article in Nutraceuticals World, an NBJ consumer survey found that although social media and influencers are a strong resource for shoppers (31%), many consumers still rely heavily on the internet (e.g., WebMD) and healthcare practitioners for health education (55% for each).
Shiny Future for Supplements
Considering the significant level of consumer trust dietary supplements, the future of the market looks bright. The most recent Council for Responsible Nutrition consumer survey found that 74% of all Americans trust the dietary supplement industry.
With growing consumer adoption, expanding product formats, increasing personalization, and the accelerating influence of digital discovery, the dietary supplement market appears well positioned for continued growth.
Reviewed by Sneha Sawant Desai, PhD
