US & Canada Food Supplement Market to Reach US$ 54.51 Billion by 2027, Propelled by Nutritional Awareness & Preventive Healthcare (7.4% CAGR) | Procter & Gamble, NOW Health Group, Inc., Pharmavite LLC

The US and Canada food supplement market is a robust and fast-growing sector, valued at approximately US$ 41.29 billion in 2023 and expected to reach US$ 54.51 billion by 2027, growing at a CAGR of 7.4% during the forecast period from 2024 to 2027.

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Market Overview

The market growth is driven by increasing health awareness, rising prevalence of chronic diseases like diabetes and cardiovascular disorders, and growing demand for preventive healthcare. Consumers are embracing supplements for various health needs, including digestive health, immune support, anti-aging, and cognitive function. Digital channels, especially e-commerce platforms like Amazon, increasingly facilitate convenient access to these products, although regulatory scrutiny and counterfeit concerns pose challenges.

Key Market Drivers

• Growth in Plant-Based and Organic Supplements: The rising popularity of healthy lifestyles, ethical consumption, and clean-label preferences fuels demand for natural and plant-derived ingredients.
• Aging Population: The growing senior demographic in US and Canada spurs demand for supplements targeting age-related conditions such as osteoporosis, cognitive decline, and joint health.
• Rising Incidence of Chronic Diseases: Diabetes and cardiovascular disease prevalence increase consumer focus on nutritional supplementation as part of long-term management.
• E-commerce Expansion: Online channels accelerate market penetration and product variety reach, especially for targeted and niche supplements.

Challenges

• Side Effects and Safety Concerns: Potential gastrointestinal discomfort, cardiovascular risks from stimulant ingredients, and inconsistent product quality affect consumer trust and adoption.
• Regulatory Complexity: Varying enforcement and standards in labeling, ingredient claims, and quality control pose compliance burdens.

Market Segmentation Insights

• Ingredient Categories: Vitamins, botanicals, minerals, proteins, omega fatty acids, and probiotics dominate, with diversification increasing.
• Applications: Digestive health leads, driven by rising gastrointestinal disorders and consumer focus on gut microbiome balance.
• Capsule and Tablet Forms: Preferred across demographics for ease and consistency in dosing.
• Consumer Demographics: Products span infants, children, adults, and seniors, with seniors driving growth in age-critical supplements.

Regional Highlights

• US and Canada collectively dominate the market, with extensive healthcare infrastructure and high consumer spending on wellness.
• Growth hotspots include metropolitan centers with intense health trends and affluent populations.

Competitive Landscape

Leading companies include Procter & Gamble, NOW Health, Jamieson Wellness, Herbalife, NutraScience Labs, and others-actively innovating, acquiring, and expanding digital presence.

United States: Recent Industry Developments

✅ In July 2025, Nature's Bounty launched a new line of gummy supplements enriched with plant-based omega-3. The products target cardiovascular and brain health. They cater to the growing demand for clean-label supplements.

✅ In June 2025, Herbalife Nutrition invested $200 million to expand its California manufacturing facility. The expansion increases production of protein powders, vitamins, and functional supplements. It strengthens domestic and export supply.

✅ In May 2025, Nestlé Health Science introduced AI-personalized nutrition packs in the U.S. The packs combine probiotics, multivitamins, and minerals. They are customized based on consumer lifestyle and health goals.

Canada: Recent Industry Developments

✅ In July 2025, Jamieson Wellness launched a probiotic and prebiotic supplement line. The products support digestive and immune health. They are distributed across major Canadian pharmacies and e-commerce platforms.

✅ In June 2025, Natural Factors invested in expanding its British Columbia facility with advanced nutraceutical manufacturing technology. The investment enhances production efficiency. It supports sustainable sourcing initiatives.

✅ In May 2025, Genuine Health introduced plant-based protein and greens blends fortified with adaptogens. The launch responds to Canada's rising demand for functional, clean-label nutrition. It strengthens Genuine Health's market share.

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Sustainability Trends
Manufacturers increasingly incorporate eco-friendly production, organic sourcing, and recyclable packaging frameworks aligned with consumer eco-consciousness.

Opportunities & Unmet Needs
• Personalized nutrition and supplements addressing mental well-being, stress, and cognitive enhancement remain underdeveloped opportunities.
• Greater transparency, clinical validation, and integration with healthcare services could differentiate products and boost consumer confidence.

Conclusion
With growing health consciousness, technological advancements in delivery and personalization, and expanding market access via digital platforms, the US and Canada food supplement market is poised for continued growth through 2027 and beyond, driven by demographic and lifestyle shifts alongside systemic healthcare trends
The Report Includes:

➡ A descriptive analysis of demand-supply gap, market size estimation, SWOT analysis, PESTEL Analysis and forecast in the global market.
➡ Go-to-market Strategy.
➡ Neutral perspective on the market performance.
➡ Customized regional/country reports as per request and country level analysis.
➡ Potential & niche segments and regions exhibiting promising growth covered.
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