Wellness Supplements Market to Hit US$ 481.4 Billion by 2033

Introduction

The Global Wellness Supplements Market is poised for significant expansion, projected to double from USD 240.2 billion in 2023 to USD 481.4 billion by 2033, growing at a compound annual growth rate (CAGR) of 7.2%. This growth is primarily fueled by increased health consciousness among individuals globally. For instance, in the Philippines, consumers are increasingly turning to vitamins and nutraceuticals to strengthen their immune systems, alleviate stress, and enhance sleep quality.

The market’s expansion is also supported by the growing elderly population worldwide, who are turning to supplements to manage age-related health issues. In Japan, where the population is aging rapidly, there is a heightened demand for dietary supplements aimed at preventing lifestyle-related diseases. This trend underscores the shifting demographics that are influencing market dynamics and consumer behavior in the wellness sector.

Additionally, there is a noticeable shift towards preventive healthcare, which promotes the use of supplements to maintain health and avert illnesses. This preventive approach is especially prevalent in India, where over 65% of the nutraceutical market is comprised of dietary supplements, growing at an impressive rate of 17% annually. This trend is indicative of a broader acceptance of supplements as a proactive healthcare measure.

Technological advancements have further catalyzed the wellness supplements market by enhancing the accessibility and availability of these products. The integration of e-commerce platforms has simplified the process for consumers to obtain supplements, evidenced by hybrid sales models in the Philippines that combine traditional retail with digital platforms. Additionally, regulatory environments are becoming increasingly supportive, as seen in India’s open policies regarding foreign direct investment in the wellness sector.

Recent market entries include new product launches aimed at specific consumer needs. In March 2024, Imaraïs Beauty in collaboration with The Vitamin Shoppe® introduced a new line of wellness gummies tailored for beauty and health. Similarly, Oriflame India expanded its product range in July 2023 with the introduction of health supplements targeting women’s needs, such as Iron Complex and a Calcium blend enhanced with Vitamin D and Magnesium. These launches highlight the industry’s responsiveness to consumer preferences and emerging market trends.

Key Takeaways

• In 2023, the Wellness Supplements market earned USD 240.2 billion and is projected to grow to USD 481.4 billion by 2033, at a 7.2% CAGR.
• The Vitamin segment led the market in 2023, capturing 27% of the total revenue.
• Functional Bakery and Confectionary segments held the highest revenue share, at 28%, in the same year.
• Over 35% of the market’s total revenue originated from North America, making it the leading region globally.

Wellness Supplements Statistics

• Americans spent a total of $12.8 billion out-of-pocket on natural product supplements.
• This spending represents about 24% of what Americans paid out-of-pocket for prescription drugs.
• On average, Americans spent approximately $368 per person annually on natural product supplements.

Multivitamin/Mineral Supplement Usage in the United States

• One-third of all adults in the U.S. take multivitamin/mineral (MVM) supplements.
• About one-quarter of U.S. children and adolescents use MVM or multivitamin supplements.
• In 2019, MVMs and multivitamins accounted for 14% of all supplement purchases in the U.S.
• MVMs and multivitamins represented 38% of all U.S. vitamin and mineral supplement sales in 2019.
• Total U.S. sales of dietary supplements reached approximately $55.7 billion in 2020.
• Sales of supplements containing vitamins and minerals totaled $21.2 billion in the U.S. in 2020.
• MVMs and multivitamins contributed $8.0 billion to the U.S. supplement sales in 2020.
• MVM use rates among U.S. adults age 20-39 years were 24.0% as of the latest survey.
• 29.8% of U.S. adults aged 40-59 and 39.4% of those over 60 used MVMs recently.
• Among U.S. children aged 2-5 years, MVM usage was 34.6%.
• 11.0% of U.S. children up to 2 years old, 29.5% aged 6-11, and 17.3% aged 12-19 use MVMs.
• Women are more likely than men to take MVMs, with 34.0% of women doing so compared to 28.3% of men.

Usage Demographics in the United States

• 59 Million Americans buy at least one type of “complementary medicine” out-of-pocket.
• 57.6% of adults in the U.S. use at least one supplement each month.
• Nearly two-thirds of women (63.8%) consume supplements, compared to about half of men (50.8%).
• 15% of adults—around 9 million people—have used a weight loss supplement.
• Supplement usage increases with age; only 35.9% of men under 40 use supplements, but this rises to 67.3% for those over 60.
• For women under 40, 49% use supplements, increasing dramatically to 80.2% for those over 60.

Supplement Usage by Age Group:

• 20-39 years:
  • 57.7% take no daily supplements.
  • 21.3% take one supplement daily.
• 40-59 years:
  • 40.8% take no daily supplements.
  • 25.2% take one supplement daily.
• 60+ years:
  • 27.5% take no daily supplements.
  • 20.7% take one supplement daily.

Consumer Attitudes and Concerns

• 68% of supplement users believe their supplements have no effect.
• 62% of users are concerned about potential adverse effects from incorrect supplements.
• 27% are unsure if they are taking the right supplements for their needs.
• 26% of consumers are uncertain about the correct dosage of their supplements.
• 75% do not research third-party testing of supplements.
• 73% do not look into the industry certifications of supplements.
• 72% of users don’t research the production facilities of their supplements.

Age and Health Goals

• 45% of individuals take supplements to improve their health.
• 33% use supplements to maintain their current health status.
• 36% of women consume supplements specifically for bone health, often calcium.
• Only 23% take supplements based on a healthcare provider’s advice.
• Multivitamins are the most purchased supplement category.
• 24% of adults aged 20-39 consume multivitamin/mineral supplements.
• 29.8% of adults aged 40-59 consume multivitamin/mineral supplements.
• 39.4% of adults aged 60 and above consume multivitamin/mineral supplements.
• Vitamin D consumption increases with age: 6.7% (20-39 years), 17.4% (40-59 years), 36.9% (60+ years).
• Omega-3 Fatty Acid intake also increases by age: 5.4% (20-39 years), 12.5% (40-59 years), 21.8% (60+ years).
• Botanical supplements are consumed by 5.1% of adults aged 20-39, but less so by older age groups.
• 5.2% of adults aged 20-39 take Vitamin C, with no significant reported use in older demographics.
• 7.7% of adults aged 40-59 and 19.2% of adults aged 60+ consume Calcium.
• Vitamin B12 is used by 12.4% of adults aged 60 and older, with no reported use in younger groups.

Consumer Preferences and Purchasing Patterns

• Younger Buyers: Gen Z and Millennials frequently purchase vitamins, minerals, and supplements (VMS), with 18% buying monthly.
• Older Consumers: Boomers typically buy VMS quarterly, representing 35% of their purchasing habits.
• VMS Interest: Around 42% of people express interest in learning more about VMS, highlighting its popularity.
• Cold & Flu Frequency: Families, especially those with three or more members, buy cold and flu products quarterly—28% of them do so.
• Nutrition Interest: Nutrition remains a strong interest with 47% of consumers eager to learn more about food and nutrition.
• Digestive Health Focus: Of the visitors to Healthline.com’s Nutrition content, 44% seek to improve their digestive and gut health.
• Nutrition Newsletter Subscribers: About 65% of Nutrition newsletter subscribers are interested in digestive health, while 71% also focus on boosting their immune system.

Growth Projections for Key Health and Wellness Segments

• Vitamin D Testing: Projected to reach around USD 1,786.0 million by 2032 from USD 918 million in 2023, with a growth rate of 7.90% annually.
• Ashwagandha: Valued at USD 433 million in 2022; anticipated to climb to USD 1,187 million by 2032, marking an annual growth of 10.9%.
• Atorvastatin Calcium: Expected to grow from USD 230.4 million in 2023 to USD 571.0 million by 2033, with a 9.5% growth rate each year.
• Probiotics: Forecasted to increase from USD 62.4 billion in 2022 to USD 131 billion by 2032, growing at 7.9% per year.
• Women’s Health and Beauty Supplements: Set to rise from USD 55.4 billion in 2023 to USD 91.1 billion by 2033, with a 5.1% annual growth.
• Fertility Supplements: Estimated to expand from USD 1.92 billion in 2022 to USD 3.95 billion by 2032, increasing at 7.69% annually.
• Viscosupplementation: Anticipated to increase from USD 3,562.9 million in 2023 to USD 7,763.6 million by 2033, with an 8.1% growth rate each year.
• Veterinary Supplements: Expected to grow from USD 2.2 billion in 2023 to USD 4.1 billion by 2033, with an annual growth rate of 6.3%.
• Postnatal Health Supplements: Projected to grow from USD 1.2 billion in 2023 to USD 2.6 billion by 2033, increasing at 8.2% annually.

Emerging Trends

• Customization in Wellness Supplements: The market is witnessing a significant trend towards personalized wellness supplements. With health-conscious consumers at an all-time high, there is a growing demand for supplements that cater specifically to individual health needs and lifestyle choices. Companies are responding by offering custom formulations that allow consumers to tailor their vitamin and nutrient intake, enhancing personal health management and satisfaction.
• Plant-based Ingredients: As environmental and health awareness increases, so does the popularity of plant-based ingredients in supplements. Consumers are shifting away from animal-derived ingredients like traditional fish oil in favor of plant-based sources such as algae-derived omega-3s. This trend not only caters to the vegan or environmentally conscious consumer but also addresses sustainability concerns, as plant-based options tend to require fewer resources and are seen as more ecologically responsible.
• Enhanced Absorption Technologies: Innovations in supplement formulation are improving the bioavailability of nutrients. Techniques such as micronization, which involves reducing the particle size of ingredients, enhance the body’s ability to absorb these nutrients more effectively. This trend highlights the industry’s focus on increasing the efficacy of supplements, ensuring that consumers receive the maximum benefits from their nutritional intake.
• Transparency and Clean Labels: Today’s consumers demand transparency regarding how their wellness products are sourced and created. This demand has spurred the clean label movement, where supplements are made with fewer, simpler, and more recognizable ingredients. Brands are prioritizing clear labeling to build trust and meet the consumer demand for purity and accountability in product sourcing and ingredient safety.
• Functional Benefits: There is a growing emphasis on supplements that offer specific health benefits. Consumers are increasingly seeking products that support particular aspects of health, such as immune defense, mental clarity, or recovery after physical activities. This has led to the rise of specialized supplements, including those designed for post-workout recovery, which help in muscle repair and performance enhancement, catering to both casual fitness enthusiasts and professional athletes alike.

Use Cases

• Immunity Enhancement: Supplements such as vitamin C, zinc, and elderberry have become staples for bolstering immune health. These nutrients are particularly sought after during peak seasons for colds and amidst broader health crises. Marketed for their potential to fortify the body’s immune response, they are believed to not only quicken recovery times but also diminish the severity of symptoms. Consumers lean towards these supplements as preventive tools, integrating them into daily routines to maintain a robust immune system against environmental challenges.
• Mental Wellbeing Aids: Mental health support is increasingly being managed through the use of supplements like Omega-3 fatty acids, B vitamins, and herbs such as ashwagandha and rhodiola. These products target stress reduction and the enhancement of emotional wellbeing. The aim is to alleviate common mental health concerns including anxiety and stress through natural remedies. By promoting neurological health and emotional balance, these supplements cater to a growing demographic seeking holistic approaches to manage mental health.
• Digestive Health Promoters: The focus on digestive wellness has amplified the use of fiber supplements, probiotics, and prebiotics. These products are designed to optimize gut health by improving the balance of intestinal flora, enhancing nutrient absorption, and facilitating smooth digestion. With gastrointestinal health linked to overall well-being, these supplements are essential for those looking to prevent digestive ailments and support a healthy gut environment. The growing awareness of gut health as a cornerstone of general health drives the demand for these dietary aids.
• Bone and Joint Support: As the population ages, more people turn to supplements such as calcium, vitamin D, and glucosamine to maintain bone strength and joint function. These supplements are crucial for those at risk of osteoporosis and arthritis, aiming to reduce the likelihood of fractures and enhance mobility. The focus on preventive health care through supplementation is a testament to a proactive approach to aging, with these nutrients supporting long-term skeletal health.
• Sports Performance Enhancers: The sports nutrition sector sees consistent demand for products like protein powders, creatine, and branched-chain amino acids (BCAAs). These supplements are favored by athletes and fitness enthusiasts to boost muscle synthesis, accelerate recovery post-exercise, and enhance overall athletic performance. The utilization of these products reflects a strategic approach to training, where dietary supplements are integral to achieving fitness goals and optimizing performance during rigorous physical activities.

Conclusion

The global wellness supplements market is on a robust growth trajectory, expected to expand significantly over the next decade. This growth is driven by a rising awareness of health and wellness, a shift toward preventive healthcare, and an aging population that increasingly relies on supplements for managing health issues. Technological advancements and regulatory support are enhancing consumer access to these products, while market players are continually innovating to meet specific consumer demands. The trends toward personalized, plant-based, and technologically enhanced supplements are shaping the future of the industry, reflecting consumer preferences for customized and effective health solutions. As the market evolves, these factors will likely continue to spur growth and diversification in the wellness supplements landscape.

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