Report

Global dietary supplements market is projected to witness a CAGR of 7.00% during the forecast period 2024-2031, growing from USD 101.21 billion in 2023 to USD 173.90 billion in 2031. The dietary supplement market is a fast-growing and promising market in the consumer healthcare segment. General health awareness and the rising trend of diet consciousness are anticipated to fuel the market growth in this market.
Dietary supplement products are consumed in addition to a regular diet to fulfill the nutritional requirement of the body or overcome any particular deficiency. During the COVID-19 pandemic, a significant rise in dietary supplement consumption was observed, and that is still growing consistently. The attempts from global and regional organizations such as World Health Organization (WHO), the United States Food and Drug Administration (USFDA), United Nations Organization (UNO), and others, to eradicate malnutrition and spread awareness about proper nutrition in enforcing commons to take dietary supplements. All these factors enhance the market growth in the dietary supplements market. Several product launches can be tracked in recent times to cater various application areas of dietary supplements such as joint pain, menstrual health, overall immunity, sleep management, and others. For instance, in June 2024, Steadfast Nutrition added three new supplements to its product line consisting of two fast-releasing protein supplements, Whey Protein and LIV Raw, and a vegetarian Multivitamin mega pack with 180 tablets. The launch took place at the International Health Sports and Fitness Festival (IHFF). However, a lack of standardization and counterfeit products are major challenges for this market.
Rising Awareness on Nutritional Requirements to Drive Market Demand
The rising popularity of fitness, bodybuilding, and specialized sports has driven demand for dietary supplements that help to achieve aesthetic goals or increase performance. As common people become more health conscious and aware, they seek ways to supplement their diets and ensure they are getting adequate nutrition, which further drives the market. With the growing global geriatric population combined with health awareness, there is a greater need for supplements that provide vitamins, minerals, and other nutrients to help delay the effects of aging. The increased consumption rate of dietary supplements is direct evidence of rising awareness about nutritional requirements. According to an article published in Health Services Insights Journal in May 2023, the global use of dietary supplements has increased multiple folds ranging from 25% to 75% in various nations.
Ethically Sourced Botanical Dietary Supplements to Drive Market Growth
Plant-based revolution has expanded beyond food alternatives to encompass health and wellness products. Botanicals, derived from various parts of plant, are viewed as premium ingredients that contribute to holistic health solutions, addressing needs such as stress management, immune support, and overall vitality. There is a rising demand for transparency regarding ingredient origins and ethical sourcing practices. Both factors significantly contribute to the market growth and several market players are actively involved in the development and launch of ethically sourced, vegan, or natural dietary supplements. For instance, in August 2023, Herbalife launched Herbalife V, a plant-based supplement line certified USDA Organic, verified non-GMO, certified kosher, and certified plant-based and vegan by FoodChain ID, to cater to the rising demand for vegan supplements. The line includes plant-based protein shakes, a greens booster, an immune-support formula, and a digestive-support formula.
Herbal Supplements Segment to Grow Fastest in Market
Herbal supplements, being safe for use and completely natural are becoming more popular with time. The concept of veganism and organic food is further fueling the fast growth of this segment. The growing awareness among people coupled with post-COVID-19 consciousness has further enhanced consumer's traction for herbal supplements. Furthermore, companies are increasingly focusing on developing customized herbal supplements tailored to individual health needs, leveraging data analytics for targeted product development, for instance, in May 2024, Herbochem, which is one of the oldest and most trusted manufacturers of phytochemicals with over 50 years of industry presence, introduced +91 ASHWAGANDHA. It is a revolutionary nutraceutical product that marks a groundbreaking advancement in the world of Ashwagandha extracts. The product is designed to offer the full potential of Ashwagandha.
North America Dominates the Dietary Supplements Consumption
North American population is quite aware of nutrition and dietary supplements and the majority of them are regular users of such products, which leads to the dominance of the North American region with the highest market share in the dietary supplement market. Another notable factor contributing to this dominance is the involvement of statutory bodies such as the USFDA and the National Institute of Health (NIH) to eliminate the nutrition deficit among their citizens. One such instance proving this is the findings of the 2023 CRN Consumer Survey on Dietary Supplements, which shows that more than 74% of American citizens consume dietary supplements and around 55% of the general population is a regular user of these products. The survey states that 92% of the survey population agrees that dietary supplements are necessary for health.
Future Market Scenario (2024 - 2031F)
Recent innovations in dietary supplement dosage forms focus on enhancing convenience, bioavailability, and user experience, which is anticipated to bring a drastic shift in the future market. Some notable advancements include capsule-in-capsule technology, gummies, melts, nano drops, and others. There is a trend towards mini and sprinkle capsules designed for easier ingestion, particularly for children and the elderly. The use of 3D printing enables customized formulations, while plant-based capsules cater to the growing demand for vegan products. Additionally, innovations in aroma coating technologies and vibrant capsule colors are enhancing sensory appeal, making products more attractive to consumers. For instance, in January 2024, The Smart Nutrition company Elo revolutionized personalized supplements by using 3D Printing Technology from the UK-based company, Nourished. Elo Smart Gummies are designed to deliver the effectiveness of seven pills in one nutrient-rich gummy, offering 389 million possible combinations and eight different flavors.
Key Players Landscape and Outlook
The market is highly competitive with numerous players including global and local competitors. Notable market expansion strategies such as mergers, acquisitions, and collaborations have been observed in recent times to enhance the market share.
In June 2024, Doctor's Best, which is a wholly owned subsidiary of Kingdomway USA Corp., announced the acquisition of the Viactiv brand of calcium and magnesium chews. Doctor's Best's acquisition of Viactiv aligns with its growth initiatives, expanding retail distribution, and offering customers with more convenient and tasty options. The deal brings together two industry leaders with a shared vision for promoting health and wellness.
In December 2023, ADM announced the acquisition of Revela Foods, which is a Wisconsin-based manufacturer of dairy flavor ingredients and solutions. Revela reached sales of USD 240 million by the end of 2023 and will enhance ADM's global flavors portfolio in dairy and savory flavors. The company, previously a subsidiary of New Heritage Capital, has around 400 employees and operates across three production facilities in the United States Midwest.