North America Dietary Supplement Market Outlook, 2029

The history of dietary supplements in North America can be traced back to traditional herbal remedies, but the modern market began to take shape in the late 20th century as scientific research began to validate the health benefits of various nutrients and herbs. This transition marked a shift from merely addressing deficiencies to promoting overall health and wellness. Consumer demand for dietary supplements is largely influenced by lifestyle changes, including increased stress levels, busy schedules, and a rise in lifestyle-related diseases such as obesity and diabetes. These factors have led to a surge in the consumption of vitamins, minerals, proteins, and herbal supplements. Notably, the COVID-19 pandemic further accelerated this trend as individuals sought ways to bolster their immune systems; for instance, Vitamin C and D became particularly sought after during this period. The product offerings in this market have diversified significantly, with manufacturers introducing innovative formats such as gummies, powders, and liquid supplements to cater to varying consumer preferences. Companies like Abbott, Amway Corporation, and Bayer AG are key players in this competitive landscape, continually launching new products and enhancing their marketing strategies to attract health-conscious consumers. Additionally, the rise of e-commerce has transformed how consumers access these products, making it easier for them to compare options and find tailored solutions for their health needs. As the market continues to grow, there is an increasing focus on transparency regarding ingredient sourcing and efficacy claims. This trend is coupled with a heightened interest in personalized nutrition—consumers are increasingly looking for supplements that align with their specific health goals and dietary restrictions.


According to the research report "North America Dietary Supplement Market Overview, 2029," published by Bonafide Research, the North America Dietary Supplement market was valued at more than USD 62.59 Billion in 2023. One of the primary factors is the increasing awareness among consumers about preventive healthcare and wellness, which has led to higher demand for supplements that support immunity, digestive health, mental clarity, and overall well-being. Another important factor is the aging population in North America, which has fueled the need for supplements aimed at age-related concerns like bone density, joint health, heart function, and cognitive support, pushing the sales of calcium, omega-3, and nootropic supplements. Consumer preferences are also shifting toward natural, organic, and plant-based products as sustainability and clean-label trends gain momentum. This has led to an increasing demand for botanical supplements, herbal extracts, and vegan-friendly options. Additionally, personalization is emerging as a significant trend, with consumers seeking products tailored to their specific health needs, driven by advancements in technology and data-driven health insights. Companies are increasingly offering personalized vitamin packs or customized supplements based on individual health assessments. The rise of digital health platforms and e-commerce is another driving force, making supplements more accessible to a broader audience. Online sales have surged as consumers look for convenience, variety, and detailed product information, and this shift has prompted brands to enhance their online presence and customer engagement strategies. Furthermore, innovations in supplement formats, such as gummies, powders, and liquid shots, are appealing to consumers seeking convenience and ease of use.
Vitamins are one of the largest segments, driven by consistent demand for essential nutrients like vitamin C, vitamin D, and multivitamins, which support immunity, bone health, and overall wellness. These products are particularly popular due to growing awareness about preventive healthcare and the increasing adoption of supplements in daily routines. Minerals, such as calcium, magnesium, and iron, are also in high demand, especially among aging populations seeking to maintain bone density and heart health. The demand for minerals is driven by concerns over deficiencies and the need for better long-term health management. Botanicals and herbal extracts like turmeric, echinacea, and ginseng are rapidly growing segments, appealing to consumers seeking natural, plant-based solutions for stress, inflammation, and general wellness. These products align with the rising preference for clean-label and organic supplements. Similarly, amino acids and proteins—such as whey protein, BCAAs, and collagen—are increasingly sought after by fitness enthusiasts and individuals looking to support muscle growth, recovery, and skin health. Probiotics have seen an explosion in demand, as more consumers become aware of the benefits of gut health for digestion, immunity, and even mental wellness. These supplements, found in capsules, powders, and functional foods, are a key growth area, especially with emerging research linking gut health to overall well-being. Other supplement types, including enzymes (worth an estimated $1 to $1.5 billion), fibers, and specialty carbohydrates, play vital roles in digestion and metabolism. Omega-3 fatty acids are widely used for heart and brain health, with fish oil being a common source. Carotenoids, like beta-carotene, support eye health and skin protection. Meanwhile, glucosamine and chondroitin are popular among individuals looking to support joint health and mobility. Polyols are increasingly incorporated into supplements for metabolic health, especially for those with specific dietary needs.

Tablets remain one of the most common forms, offering a convenient and stable option for delivering vitamins, minerals, and other nutrients in a compressed, easy-to-swallow format. Well-known brands like Centrum and Nature Made primarily use tablets for their multivitamins and single-nutrient supplements, making them popular for consumers who prefer traditional, no-frills options. Capsules, particularly gelatin and vegetarian capsules are another popular choice. They provide a convenient way to consume botanical extracts, probiotics, and other complex ingredients that may not be easily compressed into a tablet. Brands like NOW Foods and Garden of Life use capsules for their probiotic supplements and herbal formulations, as capsules allow for faster absorption and are often preferred by those who find tablets harder to swallow. Powders have seen a significant rise in demand, particularly in the fitness and wellness sectors. Protein powders, amino acids, and greens supplements from brands like Optimum Nutrition and Vital Proteins are popular for individuals who prefer to mix their supplements into smoothies or beverages. Powders are versatile and easily customizable, making them ideal for consumers looking to integrate supplements into their daily routines in more creative ways. Liquids are favored for their quick absorption and ease of use, especially for children or individuals who have difficulty swallowing pills. Brands like Mary Ruth Organics specialize in liquid vitamins, probiotics, and herbal tinctures, providing a convenient alternative for those who prefer not to take solid supplements.


Other application of dietary supplements includes general health, bone & joint health, cardiac health, gastrointestinal health, anti-cancer, immunity, diabetes, lungs detox/cleanse, obesity and others the offline distribution channel. In Offline subcategories supermarket/hypermarkets, pharmacies, specialty stores, practitioners, and other direct-to-customer channels for offering dietary supplements. Supermarkets/hypermarkets contribute significantly to the sales of dietary supplements in North America owing to higher prevalence. The majority of the dietary supplements are consumed by adult yet certain individual needs them, especially including protecting against birth defects, women who may get pregnant should ingest 400 mcg of folate each day, and 1000 mg calcium either through food or supplements. North America dominated the market for dietary supplements and accounted for the largest revenue share in 2023 due to the increasing consumption of the supplement product and well-being. However growing demand for preventive health products to lead healthy and disease free life and rising number of fitness centres health clubs.

The United States has become a dominant force in the dietary supplements industry in North America for several key reasons. One of the primary drivers is the country’s highly structured regulatory framework, which is governed by the Food and Drug Administration (FDA) and the Federal Trade Commission (FTC). The Dietary Supplement Health and Education Act (DSHEA) of 1994 was a landmark regulation that helped shape the modern dietary supplement market. This act allowed supplements to be classified differently from pharmaceutical drugs, giving manufacturers the ability to bring products to market more easily while maintaining safety and quality control through labeling and good manufacturing practices (GMPs). While supplements are not subject to pre-market approval like drugs, the regulations ensure that companies are held accountable for the safety, quality, and truthful marketing of their products. This balance of oversight with flexibility has fostered a thriving, competitive market where innovation can flourish without the heavy restrictions that might stifle smaller or emerging companies. Americans are increasingly focused on holistic health and longevity, and dietary supplements have become a cornerstone of many people's wellness routines. With rising healthcare costs and a growing awareness of the benefits of nutrition and lifestyle in preventing chronic diseases, supplements offer a convenient and accessible way for consumers to take control of their health. The trend toward personalized nutrition, where individuals tailor their supplement intake based on genetic, lifestyle, and health factors, is also contributing to the growth of the industry. This health-conscious consumer base fuels consistent demand and encourages continuous product development.



Covid impact
Social distancing and regular hand washing are the most effective and proven methods to reduce risk and spread of the coronavirus disease. The lockdown has disrupted product supply chain and also raw material collection issues. Manufacturing facilities also made shut as coronavirus spread among labours were increasing highly. Many are wondering about the more specific role of diet and nutrition during this COVID-19. To understand more about the link between nutrition and immunity, and existing evidence on nutrient status, supplementation, and infection, consuming good quality diets is always desirable and this is particularly important during this pandemic. Eating high-quality sources of protein fat and carbohydrate can help maintain a healthy weight and good metabolic stat Adequate amounts of minerals and vitamins provided by a healthy diet helps to ensure sufficient numbers of immune cells and antibodies, which are important as the body mounts a response to Covid infections.

Major Companies present in the market:
Herbalife Nutrition, AMWAY Corp., Bayer AG, Pfizer Inc., GlaxoSmithKline plc., Abbott Laboratories, Glanbia plc, Archer Daniels Midland Company, Nu Skin Enterprises, Inc., The Bountiful Company, Nature’s Sunshine Products, Inc., Otsuka Holdings Co., Ltd., Stepan Company, DSM, BASF SE

Considered in this report
• Geography: North America
• Historic Year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• North America Dietary Supplements Market with its value and forecast along with its segments
• Country wise Dietary Supplements market analysis
• Application wise Dietary Supplements distribution
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report
• USA
• Canada
• Mexico

Based on type of dietary supplementsin the report:
• Vitamins
• Minerals
• Botanical/herb supplements
• Amino acid & proteins
• Probiotics
• Others

Based on formulation type of dietary supplementsin the report:
• Tablets
• Capsules
• Powder
• Liquid
• Others

Based on end user of dietary supplementsin the report:
• Adults
• Infant/Children
• Pregnant women
• Others

Based on application type in the report:
• Energy & weight management
• Bone & joint health
• Immunity & digestive health
• General health
• Cardiac health
• Others

Based on distribution channel type in the report:
• Pharmacies & Drug stores
• Supermarkets & Hypermarkets
• Online retails
• Others

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to pharmaceutical industry, food & beverage industry, cosmetic industry, nutrition industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.