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Dietary Supplements Market

The market for Dietary Supplements was estimated at $205 billion in 2025; it is anticipated to increase to $317 billion by 2030, with projections indicating growth to around $491 billion by 2035.

Report ID:DS1805054
Author:Debadatta Patel - Senior Consultant
Published Date:
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Life Science
Nutraceuticals
Dietary Supplements
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Report Summary
Market Data
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Table of Contents

Global Dietary Supplements Market Outlook

Revenue, 2025

$205B

Forecast, 2035

$490B

CAGR, 2026 - 2035

9.1%

The Dietary Supplements industry revenue is expected to be around $205.4 billion in 2026 and expected to showcase growth with 9.1% CAGR between 2026 and 2035. A vital component of the global wellness industry, the dietary supplements sector is driven by growing awareness of preventive healthcare amongst consumers, together with a surge in the incidence of lifestyle diseases and the ageing of populations. A rise in interest in a more tailored nutritional approach is driving demand for products including vitamin supplements, functional foods, and nutraceuticals. This trend is also being helped by increased sales via the internet and greater consumer wealth. In this booming market, products with an emphasis on immune system function are extremely popular with Immunity and Other formulations making up 48.4% of all sales, indicating that people are prioritising stress management, overall wellbeing and immune system function.

Dietary supplements contain a variety of ingredients including vitamins, minerals, herbs, and amino acids which are sold in forms of tablets, capsules, powders, liquids, and candies to support general health and certain health conditions. In the year 2025, the market for tablet products reached a total value of $67.15 billion, mainly because consumers have a strong preference for products that are already well known, for their convenience and also for containing precise doses of the active ingredients. This market demand is consistent with consumers expectations of high product standards and the requirements of the authorities. Dietary supplements serve multiple functions, such as promoting digestive health, enhancing cognitive functions, supporting joint and bone health, weight control, and sports nutrition. The trend has seen a move towards the use of natural ingredients, higher priced products and also the incorporation of data and computer technology. This trend has helped sustain the demand for the dietary supplements market across all regions.

Dietary Supplements market outlook with forecast trends, drivers, opportunities, supply chain, and competition 2025-2035
Dietary Supplements Market Outlook

Market Key Insights

  • The Dietary Supplements market is projected to grow from $205.4 billion in 2025 to $491 billion in 2035. This represents a CAGR of 9.1%, reflecting rising demand across Fitness & Bodybuilding, General Wellness, and Medical Nutrition Therapy.

  • This industry is dominated by big name companies such as Amway Corp., Herbalife Nutrition and Bayer. These businesses are influential in terms of the competitive landscape of this market.

  • The major market region's for the nutritional supplements industry are the U.S. and China and are expected to grow at compound annual growth rates between 6.6% and 9.6% between the years 2025 and 2030.

  • The countries likely to exhibit the highest growth rates are expected to be South Korea, Indonesia and Mexico, with compound annual growth rates varying between 8.7% and 11.4%.

  • By 2030, market growth of dietary supplements could reach $29 billion thanks to trend of individualisation.

  • Over the ten years from 2025 to 2035 the market for dietary supplements is forecast to increase by $285 billion. Predictions are that during this period manufacturers in the industry will increasingly target gastrointestinal health and immunity applications.

  • The demand for dietary supplements is expected to rise 139% by 2035 from 2025, driven in part by an increasing awareness of the importance of preventative healthcare among the population.

dietary supplements market size with pie charts of major and emerging country share, CAGR, trends for 2025 and 2032
Dietary Supplements - Country Share Analysis

Opportunities in the Dietary Supplements

The sports nutrition dietary supplements market in North America is under developed amongst the urban gym users, particularly new runners and women, including Gen Z and millennials. Globally the amino acids and proteins market which is growing very quickly is expected to increase from $49.49 billion in 2025 to $76.85 billion by 2030. The proteins and amino acids category is also rising from $30.19 billion to $47.96 billion over this period. Companies that blend together tailored nutrition programmes with wearable technology and easy to mix powder products are likely to be successful, especially with high margin health foods that help people with their energy, recovery and weight control needs.

Growth Opportunities in North America and Asia-Pacific

The ageing population and a significant burden of chronic disease in North America has led to a demand for bone and joint health and cardiac health supplements. There is also a steady demand for immunity related vitamins and supplements. The most profitables of supplements in this region are those which are clinically proven and have clean labels and are used for heart health, joint mobility and sports nutrition. These products are sold through a number of different channels. High levels of competition prevail in the market for nutraceuticals with leading companies losing ground to innovative brands that sell their products directly to customers and use subscription services. These firms have also incorporated tailored dietary advice and targeted nutritional remedies for digestive issues and weight loss. The key factors differentiating businesses now include their claims regarding product performance, their supply chains and adherence to regulations.
In the Asia Pacific, the sales of dietary supplements are growing due to several factors. These include rapid urbanisation, a growing number of people who have disposable income and a widespread acceptance of botanicals. Gastrointestinal health and immunity are particularly well supported by dietary supplements in the region. In addition, markets are witnessing an increase in demand for products related to skin health and bone and joint health. A localised herbal supplement market, one for probiotic supplements which promote balance in the gut and beauty nutrition hybrids which cater to the tastes and budget of specific countries are the biggest opportunities in this region. The sale of these products is carried out via e commerce, social media that is used for commerce and modern retail outlets. In this sector, major companies are being challenged by local champions along with companies which have grown online. Their challenge comes from the aggressive use of pricing and innovation by these firms. The success of firms in this market is increasingly linked to local knowledge, well established brands, and the ability to provide bespoke nutritional products which address digestive issues, boost the immune system and improve ones appearance.

Market Dynamics and Supply Chain

01

Driver: Rising Preventive Healthcare Awareness and Personalized Nutrition Demand Accelerating Supplement Market Growth

Growing emphasis on preventive healthcare is also a major driver shaping the dietary supplements market. Consumers are also increasingly adopting supplements to proactively manage immunity, gut health, bone strength, and metabolic wellness rather than treating illness post-onset. This shift is also reinforced by aging populations and lifestyle-related health risks, pushing routine supplementation into daily health regimens. Parallel to this, demand for personalized nutrition is also rising rapidly. also advances in nutrigenomics, microbiome research, and digital health assessments enable supplement brands to tailor formulations based on age, gender, activity level, or specific deficiencies. Personalized vitamin packs, DNA-based recommendations, and condition-specific blends are also gaining traction, particularly through direct-to-consumer platforms. Together, preventive health awareness and customization trends are also expanding premium segments, increasing repeat consumption, and encouraging brands to invest in science-backed, targeted supplement portfolios.
Advancements in formulation technology are also significantly boosting adoption of dietary supplements by improving absorption, efficacy, and ease of use. Innovations such as liposomal delivery, sustained-release capsules, microencapsulation, and plant-based softgels enhance bioavailability of key nutrients like vitamins, omega-3s, and probiotics. These technologies address long-standing issues of poor absorption and gastrointestinal discomfort, improving consumer outcomes and trust. Additionally, novel delivery formats such as gummies, effervescent tablets, and liquid shots are also increasing compliance among children, elderly consumers, and lifestyle users. As formulation science continues to evolve, brands leveraging clinically validated delivery systems gain competitive advantage and stronger positioning in crowded supplement categories.
02

Restraint: Regulatory Uncertainty and Stringent Compliance Requirements Increase Costs and Limit Innovation

Inconsistent regulations across countries and tightening standards for health claims and ingredient safety constrain dietary supplement market expansion. Brands face high compliance costs for testing, labeling and documentation to meet diverse requirements, particularly in regions like the EU compared with the U.S. For example, delayed approvals for novel ingredients or restricted claims on immunity benefits can reduce product launches, suppress revenue growth and shift demand to established players, slowing innovation and market diversity.
03

Opportunity: Probiotic and immune-health Dietary Supplements via digital direct-to-consumer channels for price-sensitive Indian middle-class families and Healthy aging Dietary Supplements targeting chronic disease prevention among rapidly growing senior populations in Japan and Europe

Although Indians who belong to the middle class are becoming more health conscious with regards to the health of their gut and the strength of their immune systems, the science based supplements industry remains underdeveloped in the country. The global probiotics market, which is predicted to expand from $35.53 billion in 2025 to $55.67 billion by the year 2030, has enormous potential for growth through the use of targeted probiotic supplements and formulations that are tailored to family needs. Companies which sell their products through digital direct to consumer platforms and educate the public in their own words can meet mass demand for immune health products by partnering with doctors and nutritionists. These professionals can assure consumers that their products are effective for everyday use.
In Japan and Europe the elderly are increasing the demand for dietary supplements which prevent and delay the onset of chronic conditions. The vitamins and minerals sector is expected to reach $23 billion in sales by 2025 and $67 billion by the end of the same year. Future projections place the industry at $35 billion and $101 billion by the year 2030. This indicates considerable long term growth prospects. The sales of condition specific nutraceuticals tailored for bone strength, heart health and brain function which are used in conjunction with telemedicine screening are supplied in monthly packages. They appeal to seniors or their carers who are seeking products with a medical basis that are easy to take.
04

Challenge: Consumer Skepticism and Quality Perception Issues Suppress Purchase Frequency and Loyalty

Persistent concerns around supplement efficacy, adulteration and quality control hinder consumer confidence, especially among skeptical health consumers. Reports of mislabeled products or weak scientific backing for promised benefits lead some buyers to reduce spending or abandon supplements entirely. For instance, negative media coverage of poorly tested herbal products can decrease category demand and force retailers to tighten sourcing, ultimately impacting overall market dynamics and revenue potential.

Supply Chain Landscape

1

Nutraceuticals Sourcing

Bayer AGAbbottGlanbia plc
2

Dietary Supplements Manufacturing

Amway Corp.Herbalife Nutrition Ltd.Glanbia plc
3

Herbal Supplements Distribution

Amway Corp.Bayer AGHerbalife Nutrition Ltd
4

End-Use Applications

Sports NutritionFunctional FoodsVitamin Supplements
Dietary Supplements - Supply Chain

Use Cases of Dietary Supplements in Fitness & Bodybuilding & General Wellness

Fitness & Bodybuilding : In the fitness and bodybuilding market, dietary supplements are widely used to support performance, muscle growth, recovery, and overall training outcomes. Athletes and fitness enthusiasts typically use protein powders, branched-chain amino acids, creatine, and pre-workout formulas, which help enhance strength, endurance, and post-exercise muscle repair. These products are consumed before, during, or after workouts by end users in gyms, sports clubs, and training facilities. The key advantage in this application is the ability of supplements to provide targeted nutrients that may be difficult to obtain in sufficient quantities from diet alone. As the fitness culture grows globally, demand for scientifically formulated supplements that optimize body composition and training results continues to rise among both amateur and professional athletes.
General Wellness : For general wellness, dietary supplements serve as supportive nutritional tools that help individuals maintain overall health, fill nutrient gaps, and promote wellbeing across various lifestyle stages. Common supplements in this category include multivitamins, omega-3 fatty acids, probiotics, and antioxidants, which are used by a broad consumer base focused on immune support, energy maintenance, and healthy aging. These products are typically consumed daily by health-conscious individuals, corporate wellness participants, and senior populations. Their unique advantage lies in enhancing foundational nutrition and preventative health, especially in busy or nutrient-limited diets. As public awareness of preventive care increases, general wellness supplements remain integral to holistic health routines.
Medical Nutrition Therapy : In medical nutrition therapy, dietary supplements are used under clinical guidance to address specific health conditions and therapeutic goals. End users include patients, dietitians, and healthcare providers managing conditions such as malnutrition, digestive disorders, metabolic syndrome, or nutrient deficiencies. Products often used in this setting include specialized clinical formulations like medical grade probiotics, therapeutic protein blends, high-dose vitamins, and amino acid complexes tailored to patient needs. These supplements help support recovery, improve treatment outcomes, and bridge nutritional deficits that cannot be met through regular diet alone. Their advantage in this application is precise formulation and clinical evidence backing, making them essential components of patient care plans within hospitals, long-term care facilities, and outpatient clinics.

Recent Developments

The dietary supplements marketplace is experiencing dynamic shifts in recent times, driven by the surging health awareness and increasing demand for preventive healthcare measures. The fundamental factors such as advanced biotechnological development and robust growth in pharmaceutical industries have broadly endorsed the dietary supplements landscape. A major highlight in the broad-spectrum dietary supplement market development is the advent and rise of personalized nutrition.

March 2025 : Herbalife announced a binding agreement to acquire 100 % of the assets of Pro2col Health LLC and Pruvit Ventures, Inc., as well as a 51 % controlling ownership interest in Link BioSciences Inc. This move will support personalized nutrition solutions and custom supplement manufacturing. A beta version of the Pro2col platform is expected in North America in Q3 2025, with full release planned in Q4 2025. 
July 2025 : Amway deepened its collaboration with South Korea’s HEM Pharma to advance microbiome research and innovation in personalized probiotic supplements. The expanded partnership aims to extend gut health solutions and data-driven product development into key international markets including Japan, Thailand, Malaysia, Taiwan, and the United States. 

Impact of Industry Transitions on the Dietary Supplements Market

As a core segment of the Nutraceuticals industry, the Dietary Supplements market develops in line with broader industry shifts. Over recent years, transitions such as Embracing Personalization and Advancements in Sustainability Practices have redefined priorities across the Nutraceuticals sector, influencing how the Dietary Supplements market evolves in terms of demand, applications and competitive dynamics. These transitions highlight the structural changes shaping long-term growth opportunities.
01

Embracing Personalization

More people now look for dietary supplements that fit what they need. The market is moving from simple supplements to choices that use data to suit each person. This change in dietary supplements could bring in another USD 29 billion by 2030. When brands add personalized nutrition to digital health platforms, the brands use genetic tests, keep track of daily habits, and collect real health data from people. This helps brands create better nutrition plans for each person. These plans often cost more. People often stick with these plans for a longer time. This change shapes how the category earns money. Now, most growth comes from new products that use new tech. Companies that grow and use smart tools for product design and reach people in many ways can stand out. More people now want products that feel personal. This shapes how companies choose what they make, where they learn, and who they team up with in healthcare, nutrition, and technology. The Dietary Supplements industry sees this happening everywhere.
02

Advancements in Sustainability Practices

The supplements industry is seeing a greater focus on sustainability through every aspect of production, manufacturing and distribution. In the present day, companies are doing their bit to ensure the products they put on the market have a reduced impact on the environment. They are doing this by utilising environmentally friendly packaging and minimising their products impact at the source. Furthermore, these companies have maximised efficiency in their production processes. Key priorities for the industry are now responsible waste management, carbon reduction initiatives and the use of renewable energy sources in manufacturing plants. These companies moves are crucial not only just for compliance with regulations but also for the reason that consumers are increasingly favouring companies that promote the environment.