Table of Contents
Introduction
The global dietary supplements market, valued at USD 156 billion in 2023, is projected to reach USD 306 billion by 2033, growing at a CAGR of 7.0% during the forecast period. This market growth is largely driven by the increasing awareness of health and wellness, particularly among adults and the elderly, who are the largest consumer groups due to their focus on preventive healthcare and personalized nutrition. The shift towards plant-based and clean-label supplements, which are perceived as healthier and more sustainable, also contributes to the market expansion.
However, the market faces challenges such as consumer distrust due to misleading marketing practices. Despite a predominantly genuine market, some deceptive advertisements have led to skepticism about the efficacy of these products, potentially hindering market growth. Additionally, the industry has seen a rapid increase in online sales, which are expected to grow significantly, driven by the convenience, competitive pricing, and personalized offerings these platforms provide.
Recent developments have further shaped the market landscape. Major companies like Amway, Bayer AG, and Pfizer Inc. are actively expanding their product lines and entering new markets, reflecting a trend towards more specialized and regionally tailored supplements. This strategic expansion is indicative of the market’s response to the diverse needs and preferences of its global consumer base.
Amway has been proactive in expanding its product range and entering new markets, continuously adapting to the shifting preferences of health-conscious consumers. Similarly, Bayer AG’s focus remains on innovation, leveraging extensive R&D to introduce scientifically proven products that cater to the growing demand for reliable and effective supplements.
Abbott has made significant strides in personalized nutrition, which aligns with the current trend where consumers are seeking tailor-made solutions for their health needs. This is part of a broader industry move towards personalization, as evidenced by the growth in online platforms that allow consumers to customize their nutritional supplements.
Key Takeaways
- Market Growth: The dietary supplements market is projected to reach USD 306 billion by 2033, growing at a CAGR of 7.0% from 2023’s USD 156 billion.
- Vitamin Dominance: Vitamins led the market in 2023, capturing over 34.5% share, driven by rising consumer awareness of nutritional deficiencies.
- Tablet Preference: Tablets dominated the market form-wise with a 21.2% share in 2023, valued for convenience and precise dosage.
- Additional Supplements: This segment held the largest market share, meeting consumer demand for added nutritional benefits, comprising over 34.4% in 2023.
- Energy & Weight Management: The leading application segment in 2023, capturing over 32.4% share, reflecting consumer focus on a healthy lifestyle.
- Infant Market Dominance: In 2023, the infants’ segment held the largest market share, accounting for over 34.5%, driven by demand for convenient and nutritious meals.
- Offline Distribution: Offline channels dominated with over 78.3% market share in 2023, favored for traditional retail experiences like supermarkets.
- Multivitamins are the most commonly used dietary supplements in the US, with over 50% of adults reporting their use.
- In 2022, the FDA warned consumers about the potential for certain dietary supplements to be tainted with undeclared and potentially harmful ingredients.
Dietary Supplements Statistics
- The global supplement market increased throughout the pandemic, with a 40% increase in the consumption of vitamin C, an 82% increase in multivitamin usage, and an overall 23% increase in global intake.
- Asia and the Pacific region have the largest share of the market, with 35% in 2023.
- Out of the total sample, 56.14% had consumed a supplement at some time.
- Among these, the objective was improvement of physical appearance in 57.16%, health care in 16.7%, and sports performance enhancement in 13.2%.
- The percentage of nutritional supplement users (56%) is within values reported in other studies.
- The five supplements most frequently consumed by these individuals were (in decreasing order): proteins (28%), L-carnitine (18.6%), sport drinks (18.3%), creatine (17.1%) and vitamin complex (17.1%).
- Creating an industry estimated to have a value of $151.9 billion in 2021
- In 2020, the American market for dietary supplements was valued at $140.3 billion
- In a genetic analysis of herbal supplements, 78% of samples contained animal DNA that was not identified as an ingredient on the product labels.
- The incidence of liver injury from herbal and dietary supplements is about 16–20% of all supplement products causing injury
- For example, the UL for vitamin D is 100 μg (4,000 IU), but products are available without prescription at 10,000 IU.
- A dietary supplement must contain at least 20% of the Reference Dietary Intake, which for calcium means at least 260 mg/serving.
Emerging Trends
Emerging trends in the dietary supplements market reflect a dynamic industry adapting to evolving consumer health consciousness and technological advancements. One of the most significant trends is personalized nutrition, where supplements are tailored to individual needs based on genetic makeup, lifestyle, and specific health goals. This personalization is supported by innovations like DNA-based supplement recommendations and customized nutrient packs.
The shift towards plant-based and clean-label supplements is another key trend. Consumers are increasingly opting for supplements made from natural sources such as algae, mushrooms, and herbs, which are perceived as healthier and more sustainable. This trend is complemented by a demand for products labeled as vegan-friendly.
Probiotics continue to see substantial growth due to their benefits for gut health, which is closely linked to overall well-being. This has expanded beyond traditional formats to include vegan options and probiotic-infused beverages.
The industry is also experiencing a surge in demand for supplements that support immune health, driven by heightened awareness during the global pandemic. Ingredients like vitamins C and D, zinc, and elderberry are particularly popular for their immune-boosting properties.
Additionally, there’s growing interest in supplements for cognitive and mental health, sleep support, and stress reduction. Ingredients such as omega-3 fatty acids, B vitamins, and adaptogens like ashwagandha are used to enhance mental well-being and manage stress.
Finally, the rise of e-commerce and direct-to-consumer sales channels is reshaping how supplements are marketed and sold, offering consumers more convenience and a wider selection of products. This trend is enabling faster growth and innovation in the supplement market.
These trends underscore a market that is increasingly focused on health and wellness, personalized solutions, and sustainability, pointing towards a future where dietary supplements are integral to personal health management strategies.
Use Cases
- Immune Health: There’s been a notable increase in the use of supplements aimed at boosting immune health, especially influenced by the global pandemic. Supplements such as vitamins C and D, zinc, and specific herbs like echinacea are widely used for their immune-enhancing properties.
- Women’s Health: Supplements targeting women’s health, particularly those focused on reproductive health and libido, have seen significant growth. This shift highlights a broader acceptance and demand for supplements that address specific health concerns unique to women.
- Sports and Performance Nutrition: This category has expanded beyond athletes to include casual fitness enthusiasts and those leading active lifestyles. The market for performance nutrition, which includes products like energy drinks and high-protein meal replacements, has grown significantly, indicating a robust demand for supplements that support physical activity and recovery.
- Children’s Health: There is a growing trend towards using supplements for children, driven by parents looking for alternatives to pharmaceuticals for boosting immunity and improving mood among kids.
- Stress and Cognitive Health: With a large percentage of the population experiencing stress, supplements like ashwagandha have gained popularity for their potential to reduce stress and improve mental wellness. This herb is thought to help lower cortisol levels and support overall cognitive health.
- Sleep Support: Supplements such as melatonin and CBD are increasingly used to improve sleep quality, reflecting a broader trend towards using natural products to enhance sleep and overall well-being.
- General Wellness: Many consumers incorporate multivitamins and minerals into their daily routines to support general health and compensate for nutritional gaps in their diets. The use of these supplements is particularly prevalent among older adults, where consistent supplementation can support various aspects of health.
Key Players Analysis
Amway Corp is a global leader in the dietary supplements market, renowned for its Nutrilite™ brand, which offers a range of vitamins, minerals, and dietary supplements. The company emphasizes innovation in its product offerings and is actively engaged in strategic partnerships to enhance its wellness solutions, including a recent collaboration to develop personalized probiotics. Amway operates in over 100 countries, maintaining its position by focusing on direct selling through Amway Business Owners, which supports its global reach and sales effectiveness.
Abbott, on the other hand, plays a significant role in the dietary supplements sector by providing a variety of nutrition products aimed at improving the health of individuals at every stage of life. The company is recognized for its commitment to scientific research and innovation, ensuring that its products meet the highest quality standards. Abbott’s portfolio includes renowned brands such as Ensure® and Pedialyte®, which cater to specific nutritional needs from infants to the elderly, supporting overall health and wellness.
Bayer AG is actively involved in the dietary supplements market, offering a range of products designed to enhance physical and mental energy. The company’s notable products include Supradyn™, which has been on the market for over 60 years and supports mental and physical energy with ingredients like caffeine, guarana, and B vitamins. Bayer’s commitment to supporting nutrition and well-being is reflected in its tailored supplements, which address different needs and life stages, making it a significant player in the global supplements sector.
Glanbia plc is a prominent name in the dietary supplements market, recognized for its capabilities in nutritional solutions and value-added dairy ingredients. The company is well-regarded for its protein powders and sports nutrition products, catering to a broad range of consumers, from professional athletes to health-conscious individuals. Glanbia’s innovation in product development and its global reach make it a key player in the industry, continuously expanding its influence and product offerings in the health and wellness sector.
Pfizer Inc. has expanded its presence in the dietary supplements market through strategic acquisitions, including the purchase of Alacer Corp., the manufacturer of Emergen-C. This acquisition enhances Pfizer’s offerings with a popular line of vitamin C supplements, supporting a range of health needs from immune health to energy boosting. Pfizer leverages its extensive resources and scientific expertise to offer a diverse range of products aimed at improving health and wellness globally.
Archer Daniels Midland (ADM), a global leader in nutrition, plays a pivotal role in the dietary supplements market by focusing on the production of essential ingredients and innovative solutions. ADM’s capabilities extend to a vast array of products, including vitamins and minerals, leveraging their extensive agricultural sourcing and processing expertise. This strategic position allows them to influence wellness trends and meet the growing consumer demand for health-enhancing products
Nu Skin is a prominent player in the dietary supplements market, focusing on anti-aging and wellness products. Their LifePak® line, particularly noted for its anti-aging formula, provides a comprehensive blend of nutrients, including vitamins, minerals, and phytonutrients designed to support longevity and vitality. Nu Skin’s products are distinguished by their high bioavailability and scientifically validated health benefits, making them popular among consumers looking for reliable and effective nutritional support.
GlaxoSmithKline plc (GSK) has also made significant contributions to the dietary supplements space. The company focuses on scientific research and development to create supplements that improve health outcomes. GSK’s commitment to innovation in healthcare allows it to offer a range of products that support various health needs, from immune function to respiratory health. While specific details on GSK’s latest dietary supplements weren’t directly available, their overall influence in the pharmaceutical and healthcare industry underscores their role in enhancing consumer health through various products and initiatives.
Herbalife Nutrition Ltd. has made substantial strides in the dietary supplements sector by launching 106 new products in the first quarter of 2023 alone, targeting a variety of wellness needs including nutrient supplementation, weight management, and digestion. This launch aligns with the company’s strategy to meet diverse consumer health needs globally, reflecting its commitment to innovation and personalized nutrition solutions. Herbalife’s efforts are part of its broader mission to enhance overall health and wellness through scientifically backed products.
Nature’s Sunshine Products, Inc. specializes in high-quality dietary supplements and personal care products, leveraging rigorous testing and sourcing of natural ingredients to support various health needs. The company is recognized for its commitment to purity and potency, offering a wide range of products that cater to nutritional needs and promote overall well-being. Nature’s Sunshine aims to deliver comprehensive wellness solutions through its innovative approach to natural health, ensuring that consumers receive beneficial and effective supplements.
XanGo, LLC is noted for its role in the dietary supplements market, primarily through the popularization of its XanGo juice, a mangosteen-based drink. The company markets this product as a nutritional supplement, leveraging the mangosteen’s antioxidant properties. While specific recent developments for XanGo, LLC in 2023 are not highlighted, the company has historically been influential in promoting mangosteen within nutritional circles.
RBK Nutraceuticals Pty Ltd is an established manufacturer based in Australia, specializing in high-quality dietary supplements. With over 20 years of experience, RBK Nutraceuticals excels in producing a variety of health products, including vitamins and minerals, aimed at enhancing consumer wellness. The company’s commitment to quality and its significant role in supplying duty-free retailers and premium markets worldwide underline its influence in the nutraceuticals industry.
American Health is recognized in the dietary supplements market for its array of vitamin and enzyme products aimed at improving overall health and wellness. The company’s commitment to offering quality, natural products is well-aligned with the growing consumer preference for supplements that support daily health and prevent nutritional gaps. American Health’s emphasis on using non-GMO ingredients appeals to health-conscious consumers looking for clean and safe supplement options.
DuPont de Nemours, Inc., plays a significant role in the dietary supplements sector, particularly through its Nutritional Biosciences division. DuPont focuses on using science-driven innovation to develop bioactive ingredients that enhance nutritional benefits and improve the dietary profiles of various consumer products. Their work in probiotics and other health-enhancing ingredients is backed by strong research and development capabilities, positioning them as a key player in the global push towards healthier, more sustainable food and supplement solutions.
Good Health New Zealand is renowned for its extensive range of natural health products, emphasizing the use of locally sourced ingredients like New Zealand bee pollen and green-lipped mussel. Their product lineup includes innovative formulations that support various health needs from skin vitality with their Imaglow™ range, which features marine collagen, to immune and cardiovascular health through their bee and royal jelly supplements. Their commitment to high-quality, natural products aligns with global trends towards cleaner, more sustainable health solutions.
Nature’s Bounty is a significant player in the global dietary supplements market, recognized for its broad range of vitamins and health supplements. The company focuses on quality and consistency across its product lines, which include everything from traditional vitamins and minerals to specialized supplements for beauty and sleep support. Their commitment to health and wellness is supported by rigorous research and adaptation to consumer health trends, positioning them as a trusted brand among health-conscious consumers.
NOW Foods is a prominent player in the dietary supplements market, well-known for its extensive range of over 650 supplements, including vitamins, minerals, herbal blends, and sports nutrition products. The company emphasizes quality and affordability, making its products accessible to a broader audience. NOW Foods is committed to environmental sustainability, transitioning to 100% post-consumer recycled supplement bottles to minimize its ecological footprint. The company also stands out for its rigorous testing protocols, ensuring that what is on the label is exactly what is in the bottle, as evidenced by their thorough testing of products like Berberine for potency and purity. This dedication to quality and transparency has helped NOW Foods maintain its reputation as a trusted name in health and wellness.
Conclusion
In conclusion, the dietary supplements market is experiencing significant growth, driven by a rising awareness of health and wellness, technological advancements, and shifting consumer preferences. Key trends such as personalized nutrition, plant-based and clean label products, and the increasing popularity of supplements for immune support, mental health, and physical performance illustrate a dynamic industry responsive to the diverse needs of today’s consumers. With a projected market size of $272.4 billion by 2028, the future of the dietary supplements market looks promising. As the industry continues to evolve, it remains crucial for manufacturers and marketers to stay informed and adaptable to meet the growing and changing demands of global consumers. This will not only help in maintaining the relevance of their products but also in contributing positively to the overall health outcomes of their users.
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