Global Dietary Supplements Market Size & Growth Trends Analysis Report

The global dietary trends and busy lifestyles, coupled with the rising incidence of chronic illnesses including diabetes, cancer, heart disease, and obesity, are the main factors behind these changes in consumption patterns around the globe in the past few years. As a result, manufacturers are continuously releasing novel goods and combinations designed to meet particular customer demands, such as brain health, sports nutrition, and weight control. Meanwhile, social commerce, influencer endorsements, and successful marketing efforts are also providing customer knowledge of these products and their advantages. Therefore, social media is another major factor for the upthrust of the overall global dietary supplements market.

The rising geriatric population and an emphasis on preventative healthcare have caused a change in the market away from pharmaceuticals and toward nutraceuticals, amino acids, and protein supplements. Self-directed care is becoming more and more popular among consumers, owing to the developments in weight control, general well-being, and personal health. The market for personal care products has changed dramatically as more people use protein supplements and weight management to treat lifestyle issues. The demand for amino acids and protein supplements is fueled by reports of poor protein intake in many places. In addition, a lot of people are turning to weight management pills to address concerns about obesity and being overweight as a result of bad eating habits and lifestyle choices. Therefore, the emergence of tailored nutrition is another factor for the growth of the dietary supplement market. The companies are providing personalized supplements for more targeted solutions in terms of age, gender, and health goals. The expansion of the industry is driven by advancements in personalized nutrition, which allows consumers to choose supplements based on their unique genetic profile and health needs. Many consumers are turning to convenient supplement-based solutions to fill nutritional gaps due to busy lifestyles and changing diets.

The global dietary supplements market faces several restraints and challenges as well. Significant problems for manufacturers and distributors stem from differences in regulatory frameworks and standards in different countries. The high cost of raw materials and additives puts them out of reach for some customers. Consumer confidence in nutrition can be undermined by problems with product quality, contamination and false claims. In addition, the lack of scientific evidence to support the effectiveness of a supplement may discourage consumers from taking it. An economic downturn and declining disposable income could negatively affect consumer spending on supplements. Different perceptions of health and nutrition practices across different cultures and communities can also influence market impact and growth. Finally, dietary supplements may face competition from other health products and treatments, potentially hampering market growth.

However, there are multiple opportunities for dietary supplements to thrive in the market in the upcoming years. Digitization and eCommerce is set to bring acceleration to its global market. There is a growing demand for natural and organic supplements with clean labeling of their ingredients, which has brought a major opportunity for the global dietary supplements market. The plant based protein ingredients are in high demand across the globe as clean eating by the athletes has been heavily promoted.

Impact of COVID-19

The COVID-19 pandemic has significantly affected the global market for nutritional supplements, prompting consumer demand for products that strengthen the immune system and promote preventive health care. Despite raw material shortages and supply disruptions, there is a noticeable shift in the market towards direct-to-consumer sales models and e-commerce. The increasing regulatory oversight and innovation have been key as businesses adapt to emerging healthcare trends and changing consumer preferences. However, economic uncertainty also impacts consumer buying habits, which has driven up prices and stimulated one of the sectors. In general, the pandemic has led to the rapid expansion and transformation of the food supplement market.

Segmentation

The global dietary supplement market is segmented into type, form, and distribution channels. By type, the market can be sub-segmented into vitamins, minerals, probiotics, botanicals, enzymes, amino acids, and others. The companies can target consumers looking for specific nutritional benefits as a result of this classification, such as boosting the immune system, maintaining bone health, or improving cognitive function. Vitamin supplements accounted for the highest worldwide sales in 2023. The growth of this industry was mostly covered by consumers being more conscious of the nutritional inadequacies that can arise from busy lives and poor eating habits. People are gradually including vitamin items in their everyday routines to satisfy their nutritional demands; worldwide demand has been noted for vitamins B (for brain health) and D (for bone health). From 2024 to 2030, the market for goods containing protein and amino acids is anticipated to expand at a 13.7% CAGR.

By form, the market is segmented into tablets, liquids, powders, capsules and soft gels. This segmentation takes into consideration consumer preference for convenience, ease of consumption, and absorption efficiency. For example, some people like powders because they can adjust the dosage and blend them into shakes or smoothies, while others like capsules because they are more portable. In 2023, tablets represented the largest share of revenue. Convenience, portability, ease of administration, and extended shelf life are factors contributing to this category's rise, as powdered nutritional supplements are easy to use and incorporate into other foods.

By distribution channel, the market is segmented into online and offline. Tech-savvy consumers looking for a convenient and customized shopping experience are drawn to online platforms as they offer accessibility, convenience, and multiple options. Meanwhile, traditional offline channels such as physical stores and pharmacies are still convenient, especially for customers who want personal contact, quick access to products, and advice from experienced professionals. In 2023, over 80% of the revenue from dietary supplements was generated through offline sales.

Regional Analysis

The North American region had one of the most revenue shares in 2023 as consumers there give an emphasis on mental health and well-being. North America drove R&D for innovation for dietary supplements amid regulatory uncertainty within the region. With a broad range of goods including vitamins, minerals, herbal supplements, and specialty offers for sports nutrition and weight management, big firms including Nature's Bounty, GNC (General Nutrition Centers), and Herbalife Nutrition lead the market in North America. The region's regulatory norms maintain good quality, which increases consumer confidence in dietary supplements. Growth in the U.S. market is anticipated to accelerate at a 5.9% CAGR between 2024 and 2031, driven by the trend toward wellness-oriented diets and growing healthcare costs.

The Asia Pacific market holds the highest revenue share in 2023, primarily due to rising health product expenditure and stringent regulatory measures. With its large population that is health-conscious and a wide variety of flavor options, China leads the region with over 40% of the market. Businesses that focus on immunity, attractiveness, and metabolic health, such as Amway (Nutrilite), Blackmores, and Abbott Nutrition (Ensure, Glucerna), are growing throughout Asia. Strong marketing, collaborations with healthcare organizations, and expanding e-commerce accessibility are what propel growth and address a range of consumer health demands. Similarly, Japan’s aging population and aggressive preventative healthcare programs have driven the country’s supplement market heavily.

Europe’s probiotic product demand, especially in Germany, is expected to drive the market in the upcoming years. Prominent companies like Bayer AG, well-known for products like One A Day and Berocca, provide a wide range of products to meet various health demands. The key companies influencing customer tastes in the area are Swisse Wellness, known for their high-end vitamins and supplements, and Vitabiotics, which offers cutting-edge formulations including Wellman and Wellwoman supplements. The Middle East & Africa market for the dietary supplement is expected to grow significantly.

Competitive Analysis

The key players in the global dietary supplements market are Amway Corporation, Abbott Laboratories, Archer Daniels Midland Company, Bayer AG, Glanbia plc, Herbalife Nutrition Ltd., GlaxoSmithKline plc, Nestlé S.A., Pfizer Inc., DSM Nutritional Products AG, Pharmavite LLC, GNC Holdings Inc, Suntory Holdings Limited, Nature's Bounty Co., The Nature's Way Co., NOW Foods, Otsuka Holdings Co., Ltd., USANA Health Sciences, Inc., The Himalaya Drug Company, and XanGo LLC among others.

Many acquisitions have occurred in the past few years by the major players in the global dietary supplements market. Recently, in 2024, ADM has completed 29 acquisitions across sectors like Food Processing, Animal Feed and Nutrition, and Life Sciences in the US, among others. The total expenditure for these acquisitions has surpassed USD 8.81 Billion. Similarly, Abbott Laboratories spent more than USD 46.9 Billion buying up 27 companies in a variety of industries, including Medical Devices, Enterprise Tech in the US, and Life Sciences in the US. In 2023, Continuing to broaden its focus on the health and wellness space, Unilever acquired the US-based hair loss supplement manufacturer Nutrafol in 2022.

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The global dietary supplements market is segmented as follows:

By Type (Revenue: USD Billion, 2019 – 2031)
●    Vitamins
●    Minerals
●    Probiotics
●    Enzymes
●    Amino Acids
●    Others

By Form (Revenue: USD Billion, 2019 – 2031)
●    Tablet
●    Liquid
●    Powder
●    Capsule
●    Soft Gel

By Distribution Channel (Revenue: USD Billion, 2019 – 2031)
●    Online
●    Offline

By Region (Revenue: USD Billion, 2019 – 2031)

● North America
o U.S.
o Canada
o Mexico

● Europe
o U.K.
o France
o Germany
o Italy
o Spain
o Rest of Europe
 
● Asia Pacific
o China
o Japan
o India
o South Korea
o South East Asia
o Rest of Asia Pacific

● Latin America
o Brazil
o Argentina
o Rest of Latin America

● Middle East & Africa
o GCC Countries
o South Africa
o Rest of Middle East & Africa