Dietary supplements in the US has delivered strong momentum in 2026, and is expected to record retail value sales of USD24,286 million and a year-on-year increase of 5% in current terms, reflecting a broad consumer commitment to wellness, longevity, and preventive health. Robust growth is underpinned by demographic shifts, notably a rising share of those aged 65 and above, as well as heightened interest among younger consumers facing economic pressures and seeking non-pharmacological solutions for health and stress. The attractiveness of dietary supplements is enhanced by premiumisation, innovation in both product format and delivery, and dynamic acquisition activity, with high-growth brands becoming targets for global conglomerates. To sustain and capture value in this competitive space, brands must prioritise science-backed product development, leverage e-commerce and direct-to-consumer strategies, and invest in third-party certifications to build trust and justify higher price points. Strategic success hinges on engaging with evolving consumer expectations, particularly around multifunctionality, enjoyment, and credibility, as dietary supplements increasingly intersect with beauty, convenience, and digital retail.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Dietary supplements industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dietary supplements industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dietary supplements in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dietary supplements in USA?
- Which are the leading brands in Dietary supplements in USA?
- How are products distributed in Dietary supplements in USA?
- How has the regulatory and operating environment for Dietary supplements changed in USA?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Dietary supplements
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Key Data Insights
Key Industry Trends
Solid growth driven by the desire for preventive health and healthy ageing
Sisterly and Grüns redefine the consumer experience with combination products and supplements as snacks
Vichy bridges beauty and wellness as ingestibles gain traction in retail
Chart 1 Value Sales 2021-2031
Chart 2 Value Sales by Category 2026
Continued growth as consumers look to prevent health problems
Acquisitions and certifications set to reshape growth and competition
Chart 1 Forecast Value Sales 2021-2031
Chart 2 Forecast Value Sales by Category 2026-2031
Premier Nutrition extends its lead in a fragmented competitive environment
Acquisitions and product launches reshape the competitive landscape
Chart 1 Company Shares 2026
Chart 2 Brand Shares 2026
E-commerce brands accelerate growth by expanding from DTC to Amazon
Offline retail declines as digital alternatives reshape the retail landscape
Rise of retail e-commerce expected to be the defining distribution trend moving forward
Formulation complexity and experiential delivery emerge as defining forces
Proprietary formulas and legacy-brand extensions mark recent launches
Consolidation, digital distribution, and certifications reshape competitive dynamics
Chart 1 Real GDP Growth 2021-2031
Chart 2 Inflation 2021-2031
Chart 1 Population 2021-2031
Chart 2 Population by Generation 2026
Chart 3 Consumer Expenditure 2021-2031
Country Reports Disclaimer
The following categories and subcategories are included:
Dietary supplements
- Combination Dietary Supplements
-
- Aloe
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
-
- Co-Enzyme Q10
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
-
- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
Dietary supplements
It is the aggregation of all dietary supplements: Minerals, fish oils/omega fatty acids, garlic, ginseng, ginkgo biloba, evening primrose oil, Echinacea, St John's Wort, protein supplements, probiotic supplements, eye health supplements, co-enzyme Q10, glucosamine, combination herbal/traditional supplements, non-herbal/traditional supplements, and all other dietary supplements specific to country coverage.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Dietary supplements research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!