North America Dietary Supplements Market
North America Dietary Supplements Market by Type (Botanicals, Vitamins, Minerals, Amino Acids, Enzymes, Probiotics), Mode of Application (Tablets, Capsules, Gummies/Chewables), Distribution Channel, Target Consumer, Function, Country – Forecast to 2030
OVERVIEW
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
The North America dietary supplements market is projected to reach USD 91.30 billion by 2030 from USD 64.06 billion in 2025, at a CAGR of 7.3% from 2025 to 2030. The growth of this market is driven by the rising adoption of preventive health & wellness, increased demand for plant-based & clean-label supplements, and expanding sports nutrition & lifestyle fitness trends.
KEY TAKEAWAYS
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BY COUNTRYThe US is estimated to account for a 72.1% share of the market in 2025.
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BY TYPEBy type, the vitamins segment is expected to register a significant CAGR of 8.2%.
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BY TARGET CONSUMERBy target consumer, the children segment is projected to grow at the highest rate from 2025 to 2030.
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BY FUNCTIONBy function, the gut health segment is estimated to dominate the market.
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BY MODE OF APPLICATIONBy mode of application, the capsules segment is estimated to hold a significant market share.
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COMPETITIVE LANDSCAPE - KEY PLAYERSNestle, Abbott, and Otsuka Holdings Co., Ltd were among the companies identified as star players in the North America dietary supplements market, given their strong market share and product footprint.
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COMPETITIVE LANDSCAPE - STARTUPSNature’s Essentials and Life Extension, among others, have distinguished themselves among startups and SMEs by securing strong footholds in specialized niche areas, underscoring their potential as emerging market leaders.
The North America dietary supplements market is expected to grow at a rapid rate, driven by increasing advancements in supplement delivery formats and rising healthcare burden due to chronic ailments.
TRENDS & DISRUPTIONS IMPACTING CUSTOMERS' CUSTOMERS
The impact on consumers' business emerges from customer trends or disruptions. Hotbets are new, emerging types of supplements, targeting end users who are clients of dietary supplement manufacturers. Shifts, which are changing trends or disruptions, will impact the revenues of end users, thus affecting the revenues of hotspots and further affecting the revenues of dietary supplement manufacturers.
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
MARKET DYNAMICS
Level
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Growing preventive health & wellness adoption
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Increased demand for plant-based & clean-label supplements
Level
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Market saturation and intense competition
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Consumer skepticism toward efficacy & safety claims
Level
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Expansion of personalized nutrition & DNA-based supplements
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Innovation in sugar-free, allergen-free, and “ultra-clean” formulations
Level
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Frequent regulatory updates and compliance costs
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Ingredient quality authentication & traceability issues
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
Driver: Growing preventive health & wellness adoption
Consumers across North America are increasingly shifting toward proactive health management, driven by rising awareness of chronic disease prevention and holistic wellness. This trend is expanding demand for vitamins, minerals, botanicals, and functional supplements as part of daily routines.
Restraint: Market saturation and intense competition
The market is crowded with legacy brands, private labels, and new entrants, making differentiation difficult. Intense price competition and heavy marketing investments challenge profitability and reduce the ability of smaller brands to scale.
Opportunity: Expansion of personalized nutrition & DNA-based supplements
Personalized nutrition, driven by DNA testing, microbiome analysis, and AI-driven diet recommendations, is gaining strong traction. Brands offering hyper-customized supplement packs, targeted formulations, and subscription models are well positioned for long-term growth.
Challenge: Frequent regulatory updates and compliance costs
Ongoing changes in FDA and FTC regulations require continuous reformulation, documentation, and labeling updates. Compliance costs are rising, especially for claims substantiation and ingredient safety verification, creating operational pressure for manufacturers.
NORTH AMERICA DIETARY SUPPLEMENTS MARKET: COMMERCIAL USE CASES ACROSS INDUSTRIES
| COMPANY | USE CASE DESCRIPTION | BENEFITS |
|---|---|---|
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Nestlé expanded its Materna brand portfolio with the launch of two new products, Materna Pre and Materna Nausea, designed to address critical needs in women's fertility and pregnancy. | This innovation reflects the company's strategic focus on maternal health. |
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Otsuka Pharmaceutical Co., Ltd. and its subsidiary Bonafide Health, LLC launched "Thermella," a plant-based supplement designed to alleviate menopausal symptoms such as hot flashes and night sweats in the US. | This helps Otsuka to expand its business, with an emphasis on Japan and the US. |
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Nature’s Bounty (Nestle) launched a new product line covering women’s wellness, healthy longevity, and digestive health | This enables the company to strengthen its leadership by expanding into fast-growing categories like women’s wellness, longevity, and gut health, capturing rising consumer demand |
Logos and trademarks shown above are the property of their respective owners. Their use here is for informational and illustrative purposes only.
MARKET ECOSYSTEM
The North America dietary supplements ecosystem is categorized into manufacturers, regulatory bodies, and end-use companies. The North America dietary supplements market is a dynamic and rapidly expanding ecosystem characterized by diverse stakeholders and innovative products. Established companies and agile startups are central to this market, and they develop dietary supplement products.
Logos and trademarks shown above are the property of their respective owners. Their use here is for informational and illustrative purposes only.
MARKET SEGMENTS
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
North America Dietary Supplements Market, By Type
The vitamins segment is expected to dominate the market, as it is the most widely recognized supplement category, strongly associated with immunity, energy, and general wellness, making it the first choice for preventive health routines.
North America Dietary Supplements Market, By Target Consumer
The adults segment holds a significant market share owing to the increasing focus on preventing chronic illnesses such as heart disease, diabetes, and joint issues, driving demand for multivitamins, minerals, and specialty supplements.
North America Dietary Supplements Market, By Function
Gut health, immune health, and sports nutrition are key functionalities in the North America dietary supplements market. Maintaining a healthy gut is pivotal as it enhances nutrient uptake, supports immune responses, and synthesizes certain vitamins and neurotransmitters.
North America Dietary Supplements Market, By Mode of Application
Capsules and tablets hold a significant share as these are easy to consume, carry, and store compared to powders or liquids.
REGION
Canada to be fastest-growing country in North America dietary supplements market during forecast period
The Canadian dietary supplements market is expected to register the highest CAGR during the forecast period, driven by the increasing aging population, rising consumer health consciousness, and a growing willingness to practice self-care.
NORTH AMERICA DIETARY SUPPLEMENTS MARKET: COMPANY EVALUATION MATRIX
In the North America dietary supplements market matrix, Nestle and Abbott (Stars) lead with a strong market share and extensive product footprint for human health, driven by their strong geographical presence, significant formulation and distribution capabilities, and strong ties with distribution channels. Life Extension (Emerging Leader) is gaining visibility with its specialized dietary supplement offerings, strengthening its position through specific product offerings.
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
KEY MARKET PLAYERS
- Nestlé (Switzerland)
- Abbott (US)
- Haleon Group of Companies (UK)
- Otsuka Holdings Co., Ltd. (Japan)
- Glanbia plc (Ireland)
- Bayer AG (Germany)
- H&H Group (Hong Kong)
- Amway Corp (US)
- American Health (US)
- Nature’s Sunshine Products, Inc (US)
- Herbalife International of America, Inc. (US)
MARKET SCOPE
| REPORT METRIC | DETAILS |
|---|---|
| Market Size in 2024 (Value) | USD 59.93 Billion |
| Market Forecast in 2030 (Value) | USD 91.30 Million |
| Growth Rate | CAGR of 7.3% from 2025 to 2030 |
| Years Considered | 2021–2030 |
| Base Year | 2024 |
| Forecast Period | 2025–2030 |
| Units Considered | Value (USD Billion), Volume (KT) |
| Report Coverage | Revenue Forecast, Company Ranking, Competitive Landscape, Growth Factors, and Trends |
| Segments Covered |
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| Countries Covered | US, Canada, Mexico |
WHAT IS IN IT FOR YOU: NORTH AMERICA DIETARY SUPPLEMENTS MARKET REPORT CONTENT GUIDE
DELIVERED CUSTOMIZATIONS
We have successfully delivered the following deep-dive customizations:
| CLIENT REQUEST | CUSTOMIZATION DELIVERED | VALUE ADDS |
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| US-based Dietary Supplement Manufacturers |
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| Dietary Supplement, Mode of Application Segment Assessment |
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RECENT DEVELOPMENTS
- August 2025 : Vitanergy Health US Inc. launched three new products: D3 multivitamin gummy, B-Complex gummies with folate, and a “Rejuvenate & Glow” 4-in-1 capsule, targeting women’s daily nutritional needs via clean-label and vegan-friendly formulations.
- June 2025 : Nature’s Bounty launched a new product line covering women’s wellness, healthy longevity, and digestive health. The rollout included supplements such as Advanced Menopause Relief, Ultra Collagen Booster Capsules, Advanced Vital Heart, Superfoods Plus Energy, and Prebiotic + Postbiotic + Probiotic Gummies.
- November 2024 : Nestlé expanded its Materna brand portfolio with the launch of two new products, Materna Pre and Materna Nausea, designed to address critical needs in women's fertility and pregnancy. This innovation reflects the company's strategic focus on maternal health.
Table of Contents
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Methodology
The study involved two major approaches in estimating the current size of the North America Dietary Supplements Market . Exhaustive secondary research was done to collect information on the market, peer, and parent markets. The next step was to validate these findings, assumptions, and sizing with industry experts across the value chain through primary research. Both top-down and bottom-up approaches were employed to estimate the complete market size. After that, market breakdown and data triangulation were used to estimate the market size of segments and subsegments.
Secondary Research
This research study involved the extensive use of secondary sources—directories and databases such as Bloomberg Businessweek and Factiva—to identify and collect information useful for a technical, market-oriented, and commercial study of the market.
In the secondary research process, various sources such as annual reports, press releases & investor presentations of companies, white papers, food journals, certified publications, articles from recognized authors, directories, and databases were referred to identify and collect information.
Secondary research was mainly used to obtain key information about the industry’s supply chain, the total pool of key players, and market classification and segmentation as per the industry trends to the bottom-most level, regional markets, and key developments from both market- and technology-oriented perspectives.
Primary Research
Extensive primary research was conducted after obtaining information regarding the North America Dietary Supplements Market scenario through secondary research. Several primary interviews were conducted with market experts from both the demand and supply sides across major countries of North America, Europe, Asia Pacific, South America, and the Rest of the World. Primary data was collected through questionnaires, emails, and telephonic interviews. The primary sources from the supply side included various industry experts, such as Chief X Officers (CXOs), Vice Presidents (VPs), Directors from business development, marketing, research, and development teams, and related key executives from distributors and key opinion leaders. Primary interviews were conducted to gather insights such as market statistics, data on revenue collected from the products and services, market breakdowns, market size estimations, market forecasting, and data triangulation. Primary research also helped in understanding the various trends related to dietary supplements by type, mode of application, target consumer, distribution channel, function, and region. Stakeholders from the demand side, such as food and beverage companies and health and personal care companies who are using dietary supplements, were interviewed to understand the buyer’s perspective on the suppliers, products, and their current usage of dietary supplements and the outlook of their business which will affect the overall market.
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COMPANY NAME |
DESIGNATION |
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Nestle (Switzerland) |
General Manager |
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Abbott (US) |
Sales Manager |
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Otsuka Holdings Co., Ltd (Japan) |
Manager |
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International Flavors & Fragrances Inc (US) |
Head of processing department |
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Haleon Group of Companies (UK) |
Marketing Manager |
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Glanbia PLC (Ireland) |
Sales Executive |
Market Size Estimation
Both the top-down and bottom-up approaches were used to estimate and validate the total size of the North America Dietary Supplements Market . These approaches were also used extensively to determine the size of various subsegments in the market. The research methodology used to estimate the market size includes the following details:
- The key players in the industry and the overall markets were identified through extensive secondary research.
- All shares, splits, and breakdowns were determined using secondary sources and verified through primary sources.
- All possible parameters that affect the market covered in this research study were accounted for, viewed in extensive detail, verified through primary research, and analyzed to obtain final quantitative and qualitative data.
- The research included the study of reports, reviews, and newsletters of top market players, along with extensive interviews for opinions from leaders, such as CEOs, directors, and marketing executives.
Data Triangulation
After arriving at the overall market size from the estimation process explained above, the total market was split into several segments and subsegments. The data triangulation and market breakdown procedures were employed, wherever applicable, to estimate the overall North America Dietary Supplements Market and arrive at the exact statistics for all segments and subsegments. The data was triangulated by studying various factors and trends from the demand and supply sides. The market size was also validated using both the top-down and bottom-up approaches.
Market Definition
According to the National Institute on Aging (NIA) [a part of the National Institutes of Health (NIH)], “Dietary supplements are substances you might use to add nutrients to your diet or to lower your risk of health problems such as osteoporosis or arthritis. Dietary supplements come in the form of pills, capsules, powders, gel tabs, extracts, or liquids. They might contain vitamins, minerals, fiber, amino acids, herbs other plants, or enzymes. Sometimes, the ingredients in dietary supplements are added to foods, including drinks.”
Stakeholders
- Manufacturers of food products, beverages, and dietary supplements
- Manufacturers of nutraceutical ingredients
- Intermediary suppliers, such as traders and distributors of nutraceutical products
- Government, research organizations, and institutions
- World Health Organization (WHO)
- Codex Alimentarius Commission (CAC)
- Associations, regulatory bodies, and other industry-related bodies:
- Food and Agriculture Organization (FAO)
- United States Department of Agriculture (USDA)
- Food Safety Council (FSC)
- Food and Drug Administration (FDA)
- European Food Safety Authority (EFSA)
- Food Standards Australia New Zealand (FSANZ)
- Dietary Supplement Health and Education Act (DSHEA)
- Internal Probiotics Association
- Indian Health Foods and Dietary Supplements Association (INHADSA)
Report Objectives
- To determine and project the size of the North America Dietary Supplements Market with respect to the type, mode of application, target consumer, distribution channel, function, and regions in terms of value over five years, ranging from 2024 to 2029.
- To identify the attractive opportunities in the market by determining the largest and fastest-growing segments across regions
- To provide detailed information about the key factors influencing market growth (drivers, restraints, opportunities, and challenges)
- To analyze the opportunities in the market for stakeholders and provide details of the competitive landscape for market leaders.
- To analyze the micro-markets with respect to individual growth trends, prospects, and their contribution to the total market.
- To identify and profile the key players in the North America Dietary Supplements Market .
- To understand the competitive landscape and identify the major growth strategies adopted by players across the key regions.
Available Customizations
With the given market data, MarketsandMarkets offers customizations according to company-specific scientific needs.
The following customization options are available for the report:
Product Analysis
- Product Matrix, which gives a detailed comparison of the product portfolio of each company.
Geographic Analysis as per Feasibility
With the given market data, MarketsandMarkets offers customizations according to company-specific scientific needs.
- Further breakdown of the Rest of Europe North America Dietary Supplements Market into key countries.
- Further breakdown of the Rest of Asia Pacific North America Dietary Supplements Market into key countries.
- Further breakdown of the Rest of South America North America Dietary Supplements Market into key countries.
Company Information
- Detailed analyses and profiling of additional market players (up to five)
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Growth opportunities and latent adjacency in North America Dietary Supplements Market