U.S. dietary supplements market set for strong growth

SAN FRANCISCO — The U.S. dietary supplements market is expected to keep growing through the end of the decade as consumers increasingly prioritize preventive health, according to a new report from Grand View Research.

The research firm estimates that the U.S. supplements market was valued at $68.74 billion in 2025 and is projected to reach $131.08 billion by 2033, showing a compound annual growth rate (CAGR) of 8.5% from 2026 to 2033.

The expansion reflects increasing consumer awareness of nutrition, immunity, and overall wellness, along with a demographic shift toward an aging population seeking products to manage chronic conditions and support healthy aging.

Vitamins continue to be the largest segment in the U.S. supplements market. Vitamin-based products made up 28.1% of revenue in 2025, mainly driven by strong demand for multivitamins as well as vitamin D and vitamin C products linked to immune health and overall wellness.

Immune health supplements continue to be a key driver of sales. These products made up 10.9% of U.S. supplement revenue in 2025, showing ongoing consumer interest in disease prevention and daily wellness routines.

Format innovation is also transforming the category. Powdered supplements, which enable consumers to customize dosage and formulations, are projected to grow at a 10.2% CAGR in the U.S. through 2033. The format has gained popularity among fitness enthusiasts and younger consumers looking for convenient, mixable options for protein, hydration, and energy support.

Adults make up the largest user group in the category, accounting for 63.3% of U.S. dietary supplement revenue in 2025. However, several specialized segments are expanding quickly, including prenatal supplements, which are expected to grow at a 12.8% CAGR during the forecast period.

Retail distribution is still mainly through brick-and-mortar stores. In 2025, offline retail made up 77.1% of U.S. dietary supplement sales, including sales at pharmacies, supermarkets, health stores, and clinics. Meanwhile, online sales are forecasted to grow at a 9.6% CAGR, boosted by subscription models and personalized nutrition services.

Globally, Grand View Research forecasts the dietary supplements market will grow from $209.5 billion in 2025 to $393.56 billion by 2033, highlighting the category’s increasing importance within the larger health and wellness economy.

For U.S. retailers and suppliers, the report highlights ongoing opportunities in immunity support, digestive health, prenatal nutrition, and functional formats as consumers increasingly incorporate supplements into their daily preventive care routines.