DELRAY BEACH, Fla. — The global dietary supplements market is projected to reach $299.57 billion by 2031, driven by rising consumer interest in preventive health, personalized nutrition and targeted wellness products, according to a MarketsandMarkets report.
The market is estimated at $206.77 billion in 2026 and is expected to grow at a compound annual growth rate of 7.7% through 2031.
Pharmacies are expected to play a significant role in that growth. MarketsandMarkets projects that pharmacies will be the leading distribution channel by market share in 2031, as consumers increasingly seek supplements to address nutritional gaps and specific health and wellness needs.
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Gut health is expected to account for the largest share by function in 2026, at 18.4%, while sports nutrition is projected to grow the fastest through 2031. Vitamins are also forecast to be the fastest-growing product type, with an 8.5% compound annual growth rate.
Demand is expanding across categories including immunity, digestive health, sports performance, skin health, metabolic health, weight management and bone and joint health. The report also points to growing interest in probiotics and prebiotics, plant-based ingredients, clean-label formulations and more convenient delivery formats.
Sports nutrition, once more closely associated with professional athletes, is increasingly reaching mainstream consumers as participation in fitness and strength training grows. That shift is supporting demand for protein supplements, amino acids, creatine, and products targeting energy, hydration, and recovery.
Asia Pacific is expected to account for 32.5% of the global market in 2026 and to be the fastest-growing region.
The competitive landscape remains fragmented. MarketsandMarkets estimates that the five largest companies account for 35% to 40% of the global dietary supplements market. The report lists Nestlé, Abbott, Haleon, Bayer, Glanbia, Amway, and Herbalife as major participants.
The report also highlights ongoing consolidation and investment as companies seek exposure to higher-growth segments. Unilever acquired the gummy supplement brand Grüns in April, while Herbalife announced plans in March to acquire selected assets of the personalized nutrition company Bioniq.
MarketsandMarkets said the broader market is shifting from conventional vitamins and minerals to more targeted, science-backed, and personalized products, creating opportunities for manufacturers and retailers to capture growth through differentiated health and wellness offerings.
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