US & Canada Food Supplement Market to Reach USD 54,511.64 million by 2027 | Tablets Lead with 40% Global Share

Market Size & Growth

The US and Canada Food Supplement Market reached US$ 41,294.93 million in 2023 and is projected to grow to US$ 54,511.64 million by 2027, reflecting a CAGR of 7.40% during the forecast period 2024-2027. Market expansion is driven by rising health awareness, preventive healthcare practices, increasing chronic disease prevalence, and a growing preference for natural and functional supplements across diverse age groups. The food supplement market encompasses products designed to provide essential nutrients, support general health, and prevent nutritional deficiencies. These include vitamins, minerals, botanicals, protein and amino acids, omega fatty acids, probiotics, and other functional compounds in various dosage forms such as tablets, capsules, liquids, and powders, catering to all age groups from infants to seniors.

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Recent Developments:

United States
✅ October 2025: Procter & Gamble launched a new line of functional fortified with vitamins and probiotics aimed at improving digestive health and immune support, expanding its presence in the functional nutrition segment.

✅ August 2025: NOW Health Group, Inc. expanded its organic botanical supplement portfolio across major U.S. retail chains and e-commerce platforms, meeting rising consumer demand for natural and plant-based wellness products.

✅ May 2025: Pharmavite LLC introduced personalized supplement subscription services powered by digital health platforms and AI-driven recommendations, marking a major step toward customized nutrition solutions in the U.S. market.

Canada & Global
✅ September 2025: Jamieson Wellness Inc. launched clinically validated probiotic formulations across Canadian pharmacies and online retail platforms, strengthening its leadership in the probiotic and digestive health segments.

✅ June 2025: PanTheryx, Inc. expanded omega fatty acid supplement manufacturing capacity to meet growing demand across North America and Europe, emphasizing sustainable sourcing and high-quality production standards.

✅ March 2025: LoveBug Probiotics introduced age-specific probiotic supplements in the Canadian market, designed for infant and senior nutrition, addressing targeted microbiome health needs across age groups.

Mergers & Acquisitions :

United States
✅ July 2025: ProHealth, Inc. acquired a specialty nutraceutical and probiotic manufacturer to strengthen its functional food supplement portfolio and expand its footprint in the U.S. nutraceutical industry.

Canada & Global
✅ February 2025: New Roots Herbal Inc. partnered with leading European botanical suppliers to enhance natural ingredient sourcing for premium supplements, improving product quality and sustainability across its offerings.

✅ January 2025: organika Health Products formed strategic alliances with digital wellness platforms to broaden its direct-to-consumer reach across North America, leveraging digital distribution and personalized health engagement tools.

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Key Players:
Procter & Gamble | NOW Health Group, Inc. | Pharmavite LLC | Jamieson Wellness Inc. | PanTheryx, Inc. | LoveBug Probiotics | EquiLife, Inc. | DrFormulas | Vital Nutrients | ProHealth, Inc. | GU Energy Labs | The Clorox Company | Nutrabolics Inc. | BIOHM Health LLC | i-Health, Inc. | New Roots Herbal Inc. | Living Alchemy Ltd. | organika Health Products | R&J Nutritionals O/A Vitatree

Key Highlights:
-Procter & Gamble 14% market share: Focused on functional nutrition and leveraging its strong brand presence and large-scale retail distribution across the U.S. and Canada.

-NOW Health Group, Inc. 9% market share: Offers a diverse portfolio of natural and botanical supplements, emphasizing organic, non-GMO formulations.

-Pharmavite LLC 8% market share: A leader in personalized and AI-driven supplement programs, targeting individualized health needs through digital platforms.

-Jamieson Wellness Inc. 7% market share: Canada's top supplement brand, specializing in probiotics, vitamins, and herbal formulations backed by clinical research.

-PanTheryx, Inc. 6% market share: Focused on functional ingredients and colostrum-based nutritional products with strong export potential.

-LoveBug Probiotics 5% market share: Recognized for age-specific probiotic solutions designed for infant and senior health, expanding rapidly across e-commerce channels.

-EquiLife, Inc. 4% market share: Provides integrative wellness supplements aligned with functional medicine principles, emphasizing holistic health solutions.

-DrFormulas 4% market share: Offers scientifically formulated digestive and immune health products, particularly probiotics and multivitamin blends.

-Vital Nutrients 3% market share: Specializes in clinically tested, pharmaceutical-grade supplements catering to healthcare professionals and wellness clinics.

-ProHealth, Inc. 3% market share: Expanding through acquisitions in the probiotic and nutraceutical segment, with a focus on chronic health support products.

-GU Energy Labs 2% market share: Focused on performance and endurance supplements for athletes and fitness consumers.

-The Clorox Company 2% market share: Operates in the nutritional and wellness space through its RenewLife and NeoCell brands, emphasizing gut and skin health.

-Nutrabolics Inc. 2% market share: A Canadian leader in sports nutrition and protein-based supplements.

-BIOHM Health LLC 2% market share: Innovates in microbiome and digestive health supplements using probiotic-prebiotic blends.

-i-Health, Inc. 2% market share: Offers a range of women's health and immunity supplements under trusted consumer brands.

-New Roots Herbal Inc. 2% market share: Focused on herbal and natural supplements, with growing exports to Europe and Asia.

-Living Alchemy Ltd. 2% market share: Specializes in fermented whole-food supplements, supporting organic and vegan nutrition trends.

-organika Health Products 2% market share: A major Canadian player in collagen, superfoods, and clean-label wellness products.

-R&J Nutritionals O/A Vitatree 1% market share: Known for vitamin and herbal blends, catering to health-conscious consumers through digital retail channels.

-Market Overview: Together, these companies represent approximately 85-90% of the US and Canada Food Supplement Market, leveraging innovation, sustainability, and digital health integration to strengthen their market presence. Their focus on personalized nutrition, clean-label ingredients, and omni-channel distribution continues to shape the region's evolving supplement landscape.

Market Segmentation :
The US and Canada Food Supplement Market is segmented by ingredient, dosage form, application, age group, and distribution channel, reflecting the diverse consumption patterns across North America's evolving health and wellness landscape.

➥ By ingredient, vitamins dominate with 28% of the market, followed by minerals at 18%, protein & amino acids at 15%, botanicals at 12%, omega fatty acids at 10%, probiotics at 10%, and other specialty ingredients at 7%, driven by increasing demand for comprehensive nutritional support.

➥ By dosage form, tablets hold the largest share at 40%, while capsules account for 25%, liquids and powders each contribute 15%, and other formats 5%, highlighting the growing consumer shift toward convenient and portable supplement formats. In terms of application, gastrointestinal health leads with 20%, followed by bone and joint health at 15%, oral health and healthy ageing each at 12%, allergies and asthma management at 10%, vaginal and urinary tract health at 8%, and other wellness functions comprising 23%, supported by growing awareness of condition-specific supplements.

➥ By age group, adults represent the largest consumer base at 55%, followed by seniors at 20%, children at 15%, and infants at 10%, driven by increasing attention to preventive and age-targeted nutrition. By distribution channel, supermarkets and hypermarkets dominate with 35%, while pharmacies and drug stores account for 25%, online retailers 20%, convenience stores 10%, and other distribution channels 10%, reflecting a strong transition toward direct-to-consumer e-commerce and digital wellness platforms across the U.S. and Canada.

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Regional Insights:
The North America region dominates the food supplement market with a 70% share (USD 28.91 billion, 2023), driven by high consumer health awareness, strong retail and online distribution networks, and the increasing popularity of personalized and functional nutrition products. The United States leads the regional market, supported by early adoption of digital health platforms, rapid growth in e-commerce, and continuous product innovation in vitamins, probiotics, and botanical supplements.

Canada contributes 30% of the regional market (USD 12.38 billion, 2023), propelled by government health initiatives, rising prevalence of chronic lifestyle diseases, and growing consumer preference for plant-based, natural, and organic supplements. The country is also witnessing strong growth in pharmacy-based and online supplement sales, driven by the expansion of domestic brands such as Jamieson Wellness and Organika Health Products.

Market Dynamics:
The US and Canada Food Supplement Market is driven by the increasing consumer focus on health and wellness, the rising prevalence of chronic and lifestyle-related diseases, and growing awareness of preventive healthcare. Key drivers include technological innovations in supplement formulation, the expansion of personalized nutrition programs, and the rapid growth of e-commerce and digital health distribution channels, which are reshaping consumer access and engagement.

However, the market faces restraints such as regulatory compliance complexities, high production costs of premium and clinically validated supplements, and market fragmentation due to the presence of numerous regional and emerging players competing for consumer attention.

Significant opportunities lie in the development of functional and age-specific supplements, natural and plant-based formulations, and the integration of digital wellness and subscription-based nutrition platforms. The continued expansion of online retail networks and health-focused consumer trends is expected to sustain robust market growth across the U.S. and Canada throughout the forecast period.

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