USA Dietary Supplements Market Outlook to 2028

USA Dietary Supplements Market Overview

The USA dietary supplements market was valued at USD 53.50 billion in 2023, driven by a heightened awareness of preventive healthcare, increased adoption of e-commerce platforms, and the rising elderly population. Consumer preference for vitamins, minerals, and herbal supplements has grown due to concerns about long-term health and wellness.

Key players in the USA dietary supplements market include Abbott Laboratories, Pfizer Inc., Amway, Herbalife Nutrition, and Nestl Health Science. These companies lead the market due to their strong R&D capabilities, advanced distribution networks, and extensive product portfolios tailored to various health needs.

Major cities driving the dietary supplements market in the USA include New York, Los Angeles, and Miami, with New York leading due to its high population density and purchasing power. The growing trend of personalized nutrition in these cities has further propelled market growth.

In 2023, the U.S. Food and Drug Administration (FDA) launched the Supplement Safety and Innovation Initiative, promoting public awareness about the benefits and risks of dietary supplements. The initiative also introduced stricter regulations on labeling, enhancing product transparency and consumer trust.

USA Dietary Supplements Market Segmentation

By Product Type: The USA dietary supplements market is segmented by product type into vitamins & minerals, herbal supplements, proteins & amino acids, and omega fatty acids. In 2023, vitamins & minerals dominated the segment due to their widespread use in general health maintenance and immune support, with a strong presence from brands like Centrum and Nature Made.

By Application: The USA dietary supplements market is segmented by application into general wellness, immune health, sports nutrition, and weight management. In 2023, g general wellness led the segment due to growing health consciousness across various age groups. Consumers increasingly focus on long-term health benefits, leading to higher demand for daily vitamins, multivitamins, and minerals aimed at maintaining overall wellness.

By Region: The USA dietary supplements market is segmented into North, South, East, and West regions. In 2023, the West region led the market due to its health-conscious consumer base and strong demand for organic and plant-based supplements. States like California are major contributors to this regional dominance.

USA Dietary Supplements Market Competitive Landscape

Company Name

Established Year

Headquarters

Abbott Laboratories

1888

Chicago, Illinois

Pfizer Inc.

1849

New York, New York

Amway

1959

Ada, Michigan

Herbalife Nutrition

1980

Los Angeles, California

Nestl Health Science

2011

Bridgewater, New Jersey

Herbalife Nutrition: In 2023, Herbalife Nutrition expanded its product lineup in the U.S. dietary supplements market to meet evolving consumer preferences, introducing several notable items. Among these are the Herbalife Nutrition Immunity Booster, designed to enhance immune support, the Herbalife Nutrition Collagen Powder, which targets the growing demand for skin health and beauty-from-within products, and the Herbalife Nutrition Protein Bars, aimed at bolstering the company's presence in the sports nutrition segment.

Pfizer Inc.: In 2023, Pfizer expanded its dietary supplement portfolio in the U.S. market with the introduction of several new products, including Centrum Men Ultra, a multivitamin formulated to cater to men's specific health needs,Caltrate Plus, a calcium and vitamin D supplement targeting bone health, and Emergen-C Immune+, a vitamin C and zinc supplement designed to support the immune system. These additions aim to address the evolving preferences of health-conscious consumers seeking targeted nutritional solutions to support their overall well-being.

USA Dietary Supplements Industry Analysis

USA Dietary Supplements Market Growth Drivers

Increasing Health Awareness in the Elderly Population: In 2020, the elderly population in the USA was recorded at 55.8 million, according to the U.S. Census Bureau. The growing awareness among this demographic about preventive health has led to increased demand for supplements that support cardiovascular and bone health. This trend is expected to continue as more elderly individuals prioritize healthy aging and disease prevention.

Rise in E-Commerce and Digital Health Platforms: In 2023, e-commerce sales in the USA totaled $1.1 trillion, with dietary supplements emerging as one of the fastest-growing categories. Platforms like Amazon and i Herb have made it easier for consumers to access a wide variety of supplements. Digital health platforms have also played a pivotal role in providing personalized supplement recommendations, boosting consumer confidence in the products.

Consumer Demand for Natural and Plant-Based Supplements: The demand for plant-based and natural supplements has surged in the USA, driven by consumers preference for organic, clean-label products. According to industry reports, 65% of consumers in the USA actively seek out natural ingredients in their supplements. This shift towards plant-based products has been further accelerated by companies like Nestl Health Science acquiring Orgain, a leader in organic nutrition.

USA Dietary Supplements Market Challenges

Regulatory Hurdles in Supplement Labeling: The FDA introduced stricter guidelines in 2023 for the labeling and marketing of dietary supplements, including tighter regulations on health claims and ingredient transparency. While these regulations are intended to protect consumers, they also pose challenges for manufacturers, who face increased compliance costs and potential delays in product launches.

Growing Consumer Skepticism: Despite the market growth, 43% of Americans in 2023 expressed concerns about the efficacy of dietary supplements, particularly those sold online. This skepticism has prompted manufacturers to focus on third-party testing and certifications to rebuild trust with consumers, a trend that is expected to continue in the coming years.

USA Dietary Supplements Market Government Initiatives

FDA Launches Initiative to Educate Consumers on Dietary Supplements: In June 2022, the FDA launched an educational initiative titled Supplement Your Knowledge aimed at enhancing public understanding of dietary supplements. This initiative provides a range of resources, including fact sheets, videos, and curricula designed for consumers, educators, and healthcare professionals to learn about the regulation, benefits, and risks associated with dietary supplements.

Mandatory Product Listing Proposal (2022): In response to growing concerns about dietary supplement safety, lawmakers introduced the Dietary Supplement Listing Act of 2022, which aims to establish a mandatory product listing rule for all dietary supplements, enhancing the FDA's pre-market review authority.

USA Dietary Supplements Market Future Outlook

The USA dietary supplements market is poised for steady growth through 2028, driven by increasing consumer awareness of health and wellness, a growing elderly population, and advancements in personalized nutrition. As consumers become more informed about their specific health needs, the demand for supplements tailored to individual lifestyles and genetic profiles is expected to rise.

Future Market Trends

Personalized Nutrition Solutions: Over the next five years, personalized nutrition is expected to become a key trend in the dietary supplements market. With advancements in genetic testing and AI-based health platforms, consumers will increasingly opt for supplements that cater to their unique health needs, offering a more tailored approach to preventive health.

Increased Demand for Plant-Based Supplements: The shift towards plant-based diets will continue to drive demand for plant-based supplements, as more consumers seek natural and organic products. Companies are expected to focus on developing new formulations that cater to this growing segment, offering a wide range of herbal and vegan supplements.
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