The global dietary supplements market is valued at USD 179.53 billion in 2024 and is projected to grow to USD 258.75 billion by 2029, reflecting a CAGR of 7.6% over the forecast period. Key factors driving this growth include rising health consciousness, increasing prevalence of chronic illnesses, and a growing focus on preventive healthcare. Consumers are turning to supplements to fill nutritional gaps brought on by poor dietary habits and stress-heavy lifestyles.
Aging populations—particularly in developed regions—are also a major driver, as older adults increasingly seek supplements to support immunity, manage age-related conditions, and maintain overall well-being.
Top Trends in the Dietary Supplements Market
The dietary supplements market is continuing its strong growth trajectory, driven by evolving consumer behaviors, technological advancements, and regulatory shifts. Here’s a breakdown of the latest trends shaping the global dietary supplements market:
1. Personalized Nutrition & DNA-Based Supplements
· Consumers are increasingly seeking customized supplement solutions based on their genetic makeup, lifestyle, and health goals.
· Companies like Care/of, Rootine, and Bioniq are offering DNA or microbiome-based recommendations.
· Tech integration: AI-powered apps track nutrient levels and adjust supplement recommendations dynamically.
2. Clean Label & Plant-Based Ingredients
· Demand for vegan, organic, non-GMO, and allergen-free supplements continues to rise.
· Plant-based protein, ashwagandha, turmeric, and mushroom blends are trending.
· Transparency in ingredient sourcing is becoming a major purchase driver.
3. Mental Wellness & Cognitive Health Supplements
· Post-pandemic stress and burnout have boosted demand for nootropics and mood-support supplements.
· Ingredients like L-theanine, GABA, adaptogens (like Rhodiola), and lion’s mane mushroom are in high demand.
4. Active & Sports Nutrition Expansion
· Younger demographics are embracing supplements for performance, recovery, and endurance.
· Functional drinks, collagen protein, BCAAs, and creatine blends tailored to both gym-goers and weekend warriors are booming.
· Growth in women-focused sports supplements.
5. Immune Health Still a Priority
· Though pandemic urgency has waned, immune-support supplements like Vitamin C, D, zinc, and elderberry remain staples.
· Immune-boosting blends with added probiotics are gaining favor.
6. Gut Health & Probiotics Evolution
· Probiotic blends are becoming more targeted (strain-specific) and combined with prebiotics and postbiotics.
· Synbiotics (probiotic + prebiotic) are gaining mainstream traction.
· Supplements targeting the gut-brain axis are an emerging niche.
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Elderly Segment: Fastest-Growing Consumer Group
The elderly segment is expected to witness the highest growth within the market. As the global population ages, demand for supplements targeting age-related health concerns such as reduced bone density, cognitive decline, joint pain, and cardiovascular health is rising. Older adults are increasingly relying on products like calcium, vitamin D, and glucosamine to enhance bone strength, mobility, and inflammation control.
This demographic’s focus on maintaining independence, managing chronic conditions, and improving quality of life contributes significantly to the growing dependency on dietary supplements.
Online Distribution: A Key Market Channel
Online sales are expected to hold a substantial share in the distribution of dietary supplements. The growing preference for e-commerce is fueled by convenience, easy access to product information, and the ability to compare brands and prices from home. Consumers are increasingly turning to platforms such as Amazon, Walmart, and eBay, as well as health-focused online retailers.
Online shopping offers transparency, wide product variety, and tools like customer reviews and ingredient breakdowns that boost consumer confidence. Additionally, features like subscription plans and auto-replenishment services provide a hassle-free way to maintain consistent supplementation routines—ideal for busy individuals who prioritize their health.
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Europe Commands a Significant Share of the Dietary Supplements Market by Region.
The European market operates under a strict regulatory framework, which plays a key role in fostering consumer confidence and driving market growth. The European Union (EU) has implemented rigorous standards for the production, marketing, and sale of dietary supplements, ensuring that products meet high benchmarks for safety, quality, and efficacy. This is especially important in a market where consumers are increasingly discerning about ingredient transparency and the validity of health claims.
A prime example is the EU’s Health Claims Regulation, which mandates that any health-related statements on supplement labels must be supported by robust scientific evidence. This regulation not only protects consumers from misleading or unverified claims but also raises the bar for product development. As a result, companies are motivated to innovate and invest in clinical research to substantiate their offerings.
Overall, the EU’s regulatory environment helps ensure that only trustworthy, high-quality supplements enter the market—reinforcing consumer trust and encouraging greater adoption across the region.
Top Companies in the Dietary Supplements Market
· Abbott (US)
· Amway Corp (US)
· Otsuka Holdings Co., Ltd (Japan)
· Glanbia PLC (Ireland)
· Bayer AG (Germany)
· Haleon Group of Companies (UK)
· Herbalife International of America, Inc. (US)
· Nature’s Sunshine Products, Inc. (US)
· Bionova (India)
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Nestlé (Switzerland)
Nestlé, headquartered in Switzerland, is the world’s largest and most diversified food and beverage company. Its extensive product portfolio spans across food, beverages, healthcare nutrition, and pet care. The company’s offerings include powdered and liquid beverages, dairy products, ice cream, confectionery, prepared dishes and cooking aids, bottled water, pet food, and nutrition and health science solutions.
Within its Nutrition and Health Science division, Nestlé provides a range of dietary supplements designed to support various health needs. Key brands under this segment include NAN, Illuma, Gerber, S-26, Nestum, Materna, Lactogen, Boost, Vital Proteins, and Vitaflo.
One of the prominent wellness brands under Nestlé Health Science is Nature’s Bounty, a flagship brand of The Bountiful Company. It focuses on promoting physical health and well-being through high-quality supplements.
Nestlé maintains a robust global presence, serving consumers across North America, Europe, Asia, Oceania, Africa, Latin America, and Greater China.
Abbott (United States)
Abbott is a U.S.-based multinational healthcare company specializing in pharmaceuticals, medical devices, diagnostics, and nutritional products. Its comprehensive range of supplements is designed to support general wellness by providing essential vitamins, minerals, and nutrients that may be lacking in a typical diet.
Abbott’s supplements cater to a wide array of health needs, including prenatal care, infant and child nutrition, sports nutrition, and targeted solutions for the elderly.
With a strong international footprint, Abbott operates in numerous countries across North America, Europe, Asia Pacific, Latin America, and the Middle East. This global reach allows the company to tailor its product offerings to meet local consumer preferences and regulatory requirements effectively.
Among Abbott’s most recognized supplement brands are Glucerna and Ensure, both known for their specialized nutritional support.
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