Dietary Supplements Market Hits USD 306 billion by 2033

Trishita Deb
Trishita Deb

Updated · Apr 29, 2024


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The Global Dietary Supplements Market is projected to experience significant growth, expanding from a valuation of USD 156 billion in 2023 to approximately USD 306 billion by 2033, with a compound annual growth rate (CAGR) of 7.0%. This growth can be attributed to increasing consumer awareness about health and wellness, which drives the demand for various supplements including vitamins, proteins, and minerals​.

However, the market faces several challenges that could affect its trajectory. The lack of stringent regulation compared to prescription drugs raises concerns about the safety, purity, and efficacy of dietary supplements. Issues with misleading claims and confusing labeling also pose obstacles, as these can lead to consumer mistrust and potential health risks due to misinformed usage.

Recent developments in the industry include the rise of personalized supplements tailored to individual health needs and lifestyles, reflecting a broader trend of customization in healthcare. Additionally, there is a growing preference for plant-based and vegan supplements, spurred by increased interest in sustainable and ethical consumption practices.

In March 2023, Amway launched a comprehensive $35 million investment in its nutrition manufacturing capabilities, indicating a strong commitment to the dietary supplements market. This investment aims to boost production efficiency and product quality, reflecting Amway’s strategic focus on health and wellness innovations. In 2023 Abbott introduced an enhanced version of Ensure, enriched with HMB and a broad spectrum of 32 essential nutrients, aimed at improving muscular and skeletal health. This launch is part of Abbott’s broader strategy to cater to specific nutritional needs through scientifically formulated products.

Despite facing economic and operational challenges, the dietary supplements market is poised for growth, driven by continuous innovations and increasing demand for health and wellness products globally. This market’s potential is bolstered by a growing consumer focus on preventive healthcare and personalized nutrition solutions, which aligns with broader health trends. These dynamics present significant opportunities for expansion in the dietary supplements industry.

Overall, while the dietary supplements market is poised for robust growth, addressing regulatory and consumer trust issues will be crucial for sustaining long-term expansion and capitalizing on emerging trends in personalized and plant-based nutrition.

Dietary Supplements Market
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Key Takeaways

  • Market Growth Projection: The global dietary supplements market is anticipated to reach approximately USD 306 billion by 2033, with a robust CAGR of 7.0% from 2023 to 2033.
  • Types of Dietary Supplements: Vitamins hold the largest market share in the dietary supplements industry, capturing over 34.5% of the market in 2023.
  • Forms of Supplements: Tablets dominate the market, accounting for more than 21.2% of the ready meals market in 2023.
  • Functions of Supplements: Additional Supplements held a dominant market position, capturing more than a 34.4% share.
  • Applications of Supplements: Energy and weight management supplements lead the market, capturing over 32.4% of the ready meals market in 2023.
  • End-use Segments: Infants represent the largest consumer group for ready meals, accounting for more than 34.5% of the market in 2023.
  • Distribution Channels: Offline channels dominate the distribution of dietary supplements, capturing over 78.3% of the market in 2023.

Dietary Supplements Statistics

  • Overall DS usage in a university setting was reported at 29.42%.
  • DS usage was more prevalent among males (35.6%) compared to females. Males primarily preferred protein supplements (29.4%), while females mostly consumed multivitamins and mineral supplements.
  • Dietary supplement users’ source of information was health care providers (30.5%) followed by social media (22.2%).
  • The five supplements most frequently consumed by these individuals were (in decreasing order): proteins (28%), L-carnitine (18.6%), sports drinks (18.3%), creatine (17.1%), and vitamin complex (17.1%).
  • Pills/Capsules: The majority, about 65%, of supplement users prefer pills or capsules due to their convenience and straightforward usage.
  • Softgels: Favored by 20% of consumers, softgels are popular for their smooth texture and ease of swallowing.
  • Powder: Chosen by 10% of users, powdered supplements are appreciated for their versatility, as they can be mixed with beverages or food, allowing for customizable dosages.
  • Gummies: Preferred by 5% of consumers, gummy supplements are particularly popular among children and those who have difficulty swallowing pills.
  • Liquid: Liquid forms are selected by around 3% of consumers, valued for their quick absorption and ease of integration into drinks.
  • Professional athletes mostly consumed supplements during competition and training (56.4%), and particularly post-exercise (65.5%).
  • Amateur players tended to consume supplements only during competitions (20.5%) and preferred pre-exercise intake (30.8%).
  • Moreover, professional players intake most frequently in post-exercise (65.5% vs. 35.9%), whereas amateurs during pre-exercise (30.8% vs. 5.5%).
  • The overall prevalence of dietary supplement use in the university was 29.42%. In health cluster colleges, it was reported at 35.91% while in non-health cluster college, it was 23.69%.
  • This study found a significantly higher usage of DS among older adults (62.6%) compared to middle-aged adults (45.8%) with a statistically significant difference.
  • The results indicated that the percentage of individuals taking supplements was 45.7% for men and 52.2% for women.
  • The prevalence of dietary supplement use, among 910 university students was 30.5%. The most-used dietary supplements were vitamins (18.0% in medical sciences students and 9.8% in non-medical sciences students).
  • The prevalence rate of the intake of sports supplements was 82.2%, with protein supplements being predominant (54.5%). Coaches were identified as the primary source of information regarding supplementation (41.4%).
  • The DS usage prevalence among 501 respondents was 50.7%, and 53.5% of participants reported a positive attitude toward DS.

Emerging Trends

  • Personalized Nutrition: There’s a significant shift towards personalized supplements tailored to individual health needs based on factors like age, lifestyle, and genetics. This customization is facilitated through technologies such as DNA-based supplement recommendations and personalized vitamin packs​.
  • Plant-Based and Clean-Label Supplements: With an increasing focus on health and environmental sustainability, there is a growing demand for plant-based and clean-label supplements. These products are favored for their natural ingredients and lack of artificial additives​.
  • Innovative Immune Support: The demand for immune support supplements remains strong, particularly those containing ingredients known for their immune-enhancing properties like vitamins C and D, zinc, and elderberry. This trend has been fortified by the global pandemic, which raised awareness about the importance of a robust immune system​.
  • Mental Wellness: Supplements that support mental health, such as those containing ashwagandha and saffron extracts, are gaining popularity. These supplements are designed to improve mood and assist in stress management, which has become a significant focus area for health and wellness​​.
  • Digestive and Gut Health: Probiotics and other gut health supplements are increasingly popular due to the recognized connection between gut health and overall well-being. There’s a notable shift towards products that support digestive health and provide benefits like enhanced immune function and reduced inflammation​.
  • Advanced Formulation and Dosage Forms: There’s a growing preference for non-pill forms of supplements, such as gummies, effervescent tablets, and powders. This trend is supported by the convenience and innovative delivery methods that cater to consumer preferences for easier and more enjoyable ways to consume supplements​.

Use Cases:

  • General Health and Wellness: A significant number of consumers, particularly in the U.S., consider dietary supplements essential for maintaining health. Supplements such as multivitamins are popular for general wellness, with a large portion of the population regarding them as crucial to their health regime​.
  • Sports Nutrition and Energy: Dietary supplements are extensively used in the sports sector to enhance performance, increase energy, and facilitate recovery. Products like protein powders, hydration drinks, and energy gels are particularly favored by athletes and those engaged in regular physical activities​.
  • Mental Health: Supplements like ashwagandha are utilized for their potential to improve mental health outcomes, including stress reduction and cognitive enhancement. The adaptogenic properties of such herbs are valued for their ability to help manage stress and boost overall cognitive health​.
  • Sleep Support: The demand for supplements that aid in sleep is on the rise, especially following increased health awareness post-pandemic. Products containing ingredients like melatonin and CBD are sought after for their effectiveness in improving sleep quality​.
  • Immune Support: Especially relevant in the post-COVID era, supplements that fortify the immune system are in high demand. Ingredients like vitamin C, vitamin D, zinc, and elderberry are common in products designed to enhance immune response​.
  • Weight and Blood Sugar Management: Supplements are also used to support weight management and metabolic health. Ingredients like berberine are noted for their role in improving metabolic functions and assisting in blood sugar control​.
  • Eye Health: There is a growing focus on supplements that support eye health, with ingredients like lutein and zeaxanthin being popular for protecting against the effects of blue light and aiding in overall ocular health​.

Key Players Analysis

Amway Corp., renowned for its leadership in the direct selling industry, remains a dominant force in the dietary supplements market through its premium Nutrilite brand. The company is noted for its strategic approach to blending scientific research with digital technologies to stay competitive and meet the evolving health needs of consumers globally. Amway’s extensive product range is backed by a robust team of scientists and technical professionals ensuring high quality and efficacy, which is pivotal in maintaining consumer trust and loyalty in a competitive market​​​.

Abbott is a prominent player in the dietary supplements market, focusing extensively on advancing nutrition science and innovative product development to support health across all life stages. The company’s commitment is evident in its diverse range of nutritional products designed to meet specific health needs. For instance, Abbott’s Ensure line is well-known for aiding adult nutrition, while PediaSure serves nutritional needs in children, supporting growth and development. Abbott’s strategic approach includes continuous innovation, as seen in their recent introductions of specialized nutrition products, which cater to various health objectives, from muscle health and weight management to support during medical treatments like wound healing.

Bayer AG has made significant strides in the dietary supplements market by focusing on scientifically supported health products that enhance overall well-being. The company’s major supplements include popular brands such as Elevit™ and Redoxon™. Elevit™ supports nutritional needs from conception through pregnancy, while Redoxon™ boosts immune system functionality. Bayer’s commitment to blending scientific research with consumer health demands continues to strengthen its position in the global market, emphasizing its dedication to enhancing personal health through innovative and effective solutions.

Glanbia plc continued to excel in the dietary supplements sector, notably through its Glanbia Performance Nutrition division. The company reported positive growth trends, supported by strategic price increases and a strong market demand for its nutrition brands, especially protein-based products. Notably, the Optimum Nutrition brand has achieved significant revenue growth. Glanbia’s commitment to health and wellness resonates well with consumers, contributing to its robust performance in the global market.

Pfizer Inc. expanded its presence in the dietary supplements market with the launch of ProNutrients™, a new line of supplements developed by the makers of the well-known Centrum® multivitamins. This new product line includes specialized supplements such as Omega-3, Probiotic, and Fruit & Veggie, each designed to complement the nutritional benefits of traditional multivitamins. ProNutrients™ aims to support overall health and well-being, catering to consumers seeking reliable and scientifically-backed supplement options. This initiative highlights Pfizer’s ongoing commitment to enhance personal health through innovative and effective nutritional products.

Archer Daniels Midland (ADM) has made significant strides in the dietary supplements sector in 2023 by focusing on innovative nutrition solutions that align with global consumer trends. The company has expanded its capabilities in producing probiotics and postbiotics to meet the growing demand for these products, highlighting its commitment to health and wellness. This is evident from their recent opening of a $30 million state-of-the-art production facility in Valencia, Spain, aimed at increasing their production capacity to cater to a broader market, including the U.S., Asia-Pacific, and Europe. ADM’s initiatives reflect a strategic approach to enhancing its product offerings in the dietary supplements market, emphasizing the integration of scientific research and consumer health needs.

Nu Skin has continued to strengthen its position in the dietary supplements sector by expanding its range of products tailored to various health and wellness needs. The company’s Pharmanex line offers a broad selection of supplements designed for general health enhancements as well as targeted solutions such as weight management, mood support, and energy enhancement. Additionally, Nu Skin has developed specialized products like the ageLOC Meta, which focuses on supporting metabolic health with a blend of anthocyanins derived from purple berries and black rice. These offerings are part of Nu Skin’s broader strategy to provide comprehensive health and wellness solutions, leveraging extensive research to cater to the evolving needs of consumers​.

Herbalife Nutrition Ltd. continued to expand its influence in the dietary supplements sector with a significant introduction of 106 new wellness products in the first quarter alone. This launch emphasized Herbalife’s commitment to broadening its product offerings to better cater to diverse consumer needs in nutrient supplementation, weight management, and general wellness across multiple global markets. The company’s initiatives reflect its strategy to adapt to rising health and wellness trends by offering innovative, science-backed nutrition solutions that promote a healthy, active lifestyle. Herbalife’s broad product range and extensive market reach, underpinned by effective marketing and a strong network of independent distributors, solidify its position as a key player in the global dietary supplements market.

Nature’s Sunshine Products, Inc. continued to uphold its reputation as a leader in the natural health and wellness sector by manufacturing and distributing a variety of nutritional and personal care products globally. The company operates through a robust network of over 500,000 active independent distributors across more than 40 countries, ensuring a wide-reaching impact. Nature’s Sunshine Products emphasizes high-quality, safety, and efficacy in their product lines, which include supplements for general health, immune support, cardiovascular, and digestive health. Their approach is grounded in utilizing state-of-the-art facilities to maintain the highest standards in their offerings. This strategic focus on quality control and extensive distribution network positions Nature’s Sunshine Products as a significant player in the dietary supplements industry​.

XanGo, LLC was a Utah-based multi-level marketing company founded in 2002, known for its mangosteen-based juice products and nutritional supplements. The company was acquired by Zija International in 2017. XanGo was prominent for marketing Xango juice, a blend incorporating mangosteen and other fruit juices, which was advertised for various health benefits. Despite its popularity, the company faced regulatory challenges, including FDA warnings about unproven health claims associated with its products.

RBK Nutraceuticals Pty Ltd, based in Seven Hills NSW, Australia, is a key player in the dietary supplements market, focusing on the production of natural healthcare supplements. Established to support better health through high-quality products, RBK Nutraceuticals has crafted a reputation for excellence within the industry. Their offerings include a wide range of supplements, designed to meet the varied needs of consumers looking for natural health solutions. With a strong commitment to quality and consumer health, RBK Nutraceuticals continues to innovate and expand its product lines, ensuring they meet the highest standards of safety and efficacy.

DuPont de Nemours, Inc. has maintained its prominence in the dietary supplements sector, leveraging its capabilities in biosciences to support the development of health-enhancing products. The company continues to focus on innovation within its nutrition and biosciences division, developing products that address the needs of the health market with a strong emphasis on science-backed solutions. DuPont’s approach combines technological advancements with a deep understanding of consumer health trends, aiming to deliver substantial improvements in dietary and nutritional supplements. Their efforts are part of a broader commitment to sustainability and health, reflected in their extensive range of specialized supplements that promote overall well-being and disease prevention​

Good Health New Zealand has been actively contributing to the dietary supplements sector, with a focus on natural health products that leverage the unique bioactive properties of local ingredients like Manuka honey and kiwi fruit. The company’s commitment to natural and organic ingredients is evident in its product range, which caters to an increasingly health-conscious consumer base looking for quality and efficacy. With New Zealand’s regulatory environment evolving to support more rigorous standards and transparency in dietary supplements, Good Health New Zealand is well-positioned to meet these new demands while continuing to innovate in wellness products that promote holistic health benefits​​​.

Nature’s Bounty, a subsidiary of Nestlé Health Science, continued to reinforce its standing in the dietary supplements market through the introduction of innovative products. Notably, the company launched new items in its Optimal Solutions® line, including supplements targeted at supporting hair growth and boosting metabolism, particularly aimed at women’s health needs. Nature’s Bounty is recognized for its rigorous adherence to scientific research and quality standards, ensuring its products not only meet but exceed consumer expectations for health and wellness benefits. Their continued focus on high-quality, scientifically-backed nutritional supplements helps them maintain a strong position in the global market.


The dietary supplements market is poised for significant growth, driven by a global increase in health awareness and changing consumer preferences towards preventive healthcare and personalized nutrition solutions. The market is diversifying into various segments, including vitamins, minerals, herbal supplements, and proteins, with a strong emphasis on clean-label, organic products and sustainable sourcing.

Innovations in product formulations and the rise of e-commerce have also facilitated access to a wider range of products, meeting the demands of a health-conscious consumer base. As the industry continues to evolve with technological advancements and regulatory changes, it offers substantial opportunities for market players to innovate and expand their reach. This dynamic market environment underscores the ongoing relevance and expansion potential of dietary supplements in supporting global health and wellness trends.

Trishita Deb

Trishita Deb

Trishita has more than 7 years of experience in market research and consulting industry. She has worked in various domains including healthcare, consumer goods, and materials. Her expertise lies majorly in healthcare and has worked on more than 400 healthcare reports throughout her career.