North America Dietary Supplements Market

The North America dietary supplements market is projected to witness a compound annual growth rate (CAGR) of 7.3%, increasing from USD 64.06 billion in 2025 to USD 91.30 billion by 2030, driven by rising chronic diseases, growing consumer focus on preventive health, strong demand for personalized nutrition, and increasing adoption of science-backed functional ingredients. Growth is further supported by the prevalence of lifestyle-related conditions, including metabolic disorders, obesity, stress, and micronutrient deficiencies, which continue to elevate the importance of supplements in daily wellness routines. Consumers are increasingly opting for vitamins, minerals, botanical extracts, omega-3 fatty acids, probiotics, protein blends, and nootropics to support immunity, energy, cognitive performance, and overall nutritional balance. The surging preference for clean-label, plant-based, and naturally derived ingredients is also accelerating product innovation across the region, while evolving trends in sports nutrition, healthy aging, and mental well-being are creating new avenues for supplement expansion.

Rapid advancements in formulation science, biotechnology, and nutritional research are empowering manufacturers to develop more bioavailable, targeted, and personalized supplement solutions that align with consumer health goals. Companies are increasingly investing in sustained-release technologies, vegan formulations, microbiome-focused ingredients, and precision-nutrition platforms backed by genetic, metabolic, or gut-health profiling. The growing influence of e-commerce and direct-to-consumer (D2C) brands is reshaping how supplements are purchased and used, with subscription models, virtual consultations, and algorithm-based product recommendations gaining strong traction. As awareness of evidence-based supplementation increases, consumers are demanding greater transparency, scientific validation, and clean manufacturing standards—further motivating brands to enhance quality assurance and product credibility.

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Market expansion in North America is further driven by rising fitness participation, greater emphasis on sports recovery and performance nutrition, and increasing consumer interest in stress management, sleep health, and cognitive enhancement. The shift toward holistic wellness and integrated health routines has strengthened the use of daily multivitamins, mineral complexes, adaptogenic herbs, plant-based proteins, and functional blends that support immunity, metabolism, and longevity. With growing adoption across diverse age groups—ranging from young adults seeking energy and performance benefits to aging populations prioritizing bone, joint, and heart health—the dietary supplements sector is becoming an essential component of the region’s wellness economy. Backed by strong consumer spending power, advanced research ecosystems, and rising expectations for high-quality, personalized nutrition, the North America dietary supplements market is expected to witness sustained and dynamic growth in the years ahead.

Some of the major players in the North America dietary supplements market are Abbott (US), Herbalife International of America, Inc. (US), Amway Corp (US), Nature’s Sunshine Products, Inc (US), American Health (US), and Nu Skin (US). Market players are adopting a mix of organic and inorganic growth strategies, including partnerships, acquisitions, product launches, diversification into clean-label and plant-based formulations, strategic collaborations, and R&D expansions, to strengthen their position and meet the growing demand for evidence-based, personalized nutrition solutions from consumers.

Scientific research, clinical validation, and advanced formulation and delivery technologies are being increasingly employed by industry leaders to enhance product efficacy, bioavailability, stability, and consumer compliance, especially for gummies, liquid shots, and sustained-release tablets. With rapid e-commerce growth and a strong shift toward personalized and preventive wellness, major players are expanding their supplement portfolios across vitamins and minerals, probiotics, sports nutrition, cognitive enhancers, metabolic-support blends, and healthy-aging formulations to establish a stronger foothold in the North American market.

Abbott is an American multinational healthcare company that manufactures a wide range of healthcare products, including pharmaceuticals, medical devices, diagnostics, and nutritional products. It offers diverse products that aim to support and enhance nutrition and overall wellness. These supplements are designed to provide essential vitamins, minerals, and other nutrients that may be lacking in an individual’s diet. The company’s dietary supplements are often targeted toward specific health concerns or age groups, such as prenatal vitamins, nutritional support for infants and children, sports nutrition, and specialized supplements for the elderly. In April 2022, Abbott introduced Arachitol Gummies, a brand-new fruit-flavored product for both youngsters and adults, in India. These dietary supplements aid in sustainably maintaining the necessary amounts of vitamin D.

Amway is one of the world’s largest direct-selling companies. It manufactures and distributes nutrition, beauty, personal care, and home products, which are sold solely through Amway’s Independent Business Owners (IBOs) in over 100 countries. The company operates through four business segments: Nutrition, Beauty, Personal Care, and Home and Others. These include energy drinks and sports nutrition products. It offers dietary supplements under its Nutrition segment. Dietary supplements and vitamins are offered under its Nutrilite brand. In March 2023, Amway launched Nutrilite Omega and Nutrilite Advanced Omega, both of which provide omega-3 fatty acids sourced from sustainable fish oil. These products have received the Friend of the Sea certification, which acknowledges their compliance with global environmental standards for nutraceuticals.

Market Ranking

The North America dietary supplements market is driven by increasing consumer demand for scientifically validated, clinically supported, and high-quality nutrition solutions that enhance immunity, metabolic health, cognitive performance, and overall wellness. As consumers increasingly adopt preventive healthcare and holistic lifestyle habits, supplement brands continue to evolve to stay competitive. Continuous product innovation, investments in clinical research, clean-label reformulations, and aggressive expansion across retail and e-commerce channels enable major players to strengthen their market position.

Key companies leading the North America dietary supplements landscape include Abbott (US), Herbalife International of America, Inc. (US), Amway Corp (US), Nature’s Sunshine Products, Inc (US), American Health (US), and Nu Skin (US). These top-tier companies rely on advanced formulation technologies, clinical validation, strong R&D infrastructures, and extensive multichannel distribution networks across pharmacies, specialty stores, hypermarkets, and digital commerce. Their ability to offer a broad range of science-backed solutions—including vitamins and minerals, immune-support blends, sports nutrition products, botanicals, probiotics, and cognitive and stress-relief formulations provides a clear competitive advantage. Partnerships with universities, clinical research organizations, raw-material suppliers, and digital health platforms further enhance their credibility and expand their consumer base across general wellness, active lifestyle, and healthy-aging categories.

Meanwhile, emerging companies and startups are reshaping the competitive landscape by introducing personalized nutrition systems, DNA- and microbiome-based supplement plans, plant-based and clean-label formulations, and innovative delivery methods such as gummies, liquid shots, sachets, and fast-dissolving tablets. Brands specializing in adaptogens, nootropics, women’s wellness, gut-health solutions, and vegan performance blends are gaining traction due to shifting consumer preferences. With smaller market shares but high innovation agility, these companies contribute significantly to market dynamism. Their growth is expected to accelerate with increased funding, data-driven personalization platforms, clinical substantiation, subscription-based D2C models, and expanding partnerships with wellness influencers and healthcare practitioners.

Related Reports:

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

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