United States Vitamins & Herbal Dietary Supplements Market Projected to Reach US$ 28.1 Billion by 2031, Driven by Rising Preventive Health Adoption and Demand for Natural, Clean-Label Nutrition

Leander, Texas and TOKYO, Japan - Dec.10.2025 - "The Vitamins & Herbal Dietary Supplements Market was valued at US$ 44.12 billion in 2022 and is projected to reach US$ 71.38 billion by 2031, growing at a CAGR of 6.2% during the forecast period 2024-2031."

The Vitamins and Herbal Dietary Supplements Market is driven by escalating consumer focus on preventive healthcare, rising nutrient deficiencies, and demand for natural, plant based solutions amid lifestyle diseases. Market growth is supported by advancements in bioavailability enhanced formulations, expansion of personalized nutrition, and increasing integration of vitamins and herbals into functional foods for immunity, energy, and overall wellness.

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☛ Recent Industry Developments :
United States :
✅ December 2025 :
Nestlé Health Science launched its Vital Proteins collagen infused vitamin Jelly chews with herbal adaptogens for joint health, targeting U.S. wellness chains. The initiative includes a US$ 85 million investment in sustainable sourcing facilities in Illinois, emphasizing clean label certifications for aging consumers.

✅ November 2025 :
Herbalife Nutrition expanded its Formula 1 shake line with a new herbal multivitamin blend for weight management, following clinical trials on metabolic support. The company secured a US$ 65 million partnership with fitness apps for personalized subscription models nationwide.

✅ October 2025 :
Glanbia plc introduced a sports nutrition powder combining B-vitamins and ashwagandha for recovery, integrated with AI dosing tech. This involves a US$ 50 million R&D commitment to enhance bioavailability for professional athletes and gym goers.

Global :
✅ December 2025 :
Amway Corporation announced a supply agreement with an Indian distributor for Nutrilite organic herbal supplements in effervescent formats, committing US$ 75 million to expand production in Asia for global immunity boosts.

✅ November 2025:
Cargill Inc. unveiled its global pea protein-based vitamin carrier for elderly formulations, focusing on bone health with vitamin D and herbal extracts. The rollout is backed by a US$ 60 million investment in European and APAC labs for stability testing.

✅ October 2025:
Nature's Sunshine Products acquired a Brazilian herbal startup specializing in Amazonian botanicals for stress relief supplements, valued at US$ 40 million. This strengthens its portfolio with sustainable, traceable ingredients for emerging markets.

☛ Core Catalysts Behind Market Growth :
Surging health consciousness and preventive nutrition trends are fueling demand for vitamins and herbals to address deficiencies in immunity, energy, and chronic disease prevention.

Aging demographics and lifestyle disorders like diabetes and obesity are accelerating adoption of targeted supplements for bone, heart, and cognitive health.

Innovations in delivery forms like Jelly chews, powders, and personalized blends are improving compliance and efficacy across diverse age groups.

E-commerce proliferation, regulatory support for natural claims, and supply chain resilience post-pandemic are driving investments and global accessibility.

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☛ Market Segmentation :
By Type :
Vitamins lead the market with 34% share, driven by strong global demand for immune support, lifestyle wellness, and preventive healthcare supplements across all age groups. Herbal supplements account for 26% share, supported by rising interest in plant-based, natural remedies for stress, digestion, and overall vitality. Probiotics hold 14% share, fueled by growing awareness of gut health and microbiome balance. Minerals represent 10% share, widely used for bone health, energy metabolism, and deficiency correction. Amino acids make up 9% share, driven by sports nutrition and metabolic health applications. Enzymes hold 7% share, primarily supporting digestive functions and specialty therapeutic needs.

By Form :
Tablets dominate with 30% share, due to affordability, long shelf life, and high consumption in multivitamin and mineral categories. Capsules hold 22% share, preferred for herbal extracts and high potency formulations. Powders account for 18% share, driven by sports nutrition, protein blends, and functional wellness mixes. Soft gels represent 14% share, popular for omega-3s and fat soluble vitamins requiring enhanced absorption. Gel caps capture 10% share, widely used for premium nutraceutical blends. Liquid supplements hold 6% share, appealing to children, elderly users, and consumers seeking fast absorbing formats.

By Function :
Medical supplements dominate with 41% share, supported by rising deficiency management, therapeutic nutrition, and physician recommended formulations. Additional supplements hold 33% share, including general wellness, immunity, beauty from within, and detox products. Sports nutrition accounts for 26% share, driven by increased fitness participation, protein consumption, and demand for performance enhancing ingredients like amino acids and enzymes.

By Distribution Channel :
Pharmacies and drug stores lead with 38% share, backed by trusted consultation, high product authenticity, and strong presence of medical grade supplements. Supermarkets and hypermarkets hold 28% share, with large shelf visibility and convenience driven purchases. E-commerce accounts for 27% share, rapidly growing due to online health retail expansion, discount led purchases, and subscription based delivery models. Other channels contribute 7% share, including specialty vitamin stores, wellness centers, and direct to consumer nutraceutical brands.

By End-User :
Adults dominate with 49% share, driven by rising health consciousness, preventive supplementation, and lifestyle related nutritional needs. Elderly consumers account for 22% share, requiring supplements for bone health, immunity, cognitive support, and chronic disease management. Children hold 18% share, supported by pediatric multivitamins, growth supplements, and immunity boosting products. Pregnant women represent 11% share, driven by strong demand for prenatal vitamins, iron, folate, and omega-3 based maternal nutrition.

☛ Competitive Landscape :
The global Vitamins and Herbal Dietary Supplements market is highly competitive, marked by product diversification, sustainability focus, and digital marketing to capture health conscious consumers across demographics.

Nestlé Health Science leads with an estimated 20% share, powered by its diverse portfolio including Boost and Garden of Life brands for vitamins and herbals in North America and Europe.

Herbalife Nutrition holds approximately 18% market share, excelling in meal replacement shakes with integrated herbals for weight and energy management globally.

Glanbia plc captures around 16%, leveraging Optimum Nutrition and herbal blends for sports and active lifestyles with strong APAC presence.

Amway Corporation commands nearly 14% share, dominating direct sales Nutrilite organic vitamins and herbals through network marketing.

Cargill Inc. maintains close to 12% market share, focusing on ingredient solutions for vitamin fortification in functional foods and supplements.

Other Key Players:
Nature's Sunshine Products, Nature's Bounty Co., Pure Encapsulations, Binova Lifesciences, Biovencer Healthcare Pvt. Ltd.

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☛ Regional Analysis :
North America :
North America accounts for 38%, driven by high supplement usage rates, premium product demand, and robust e-commerce in the U.S. and Canada for personalized nutrition.

Europe :
Europe holds 25%, supported by stringent quality regulations, natural product trends, and aging population needs in Germany, the UK, and France.

Asia-Pacific :
Asia-Pacific captures 22%, as the fastest growing region fueled by rising middle class health spending, herbal traditions, and urbanization in China, India, and Japan.

Latin America :
Latin America represents 8%, with increasing adoption in Brazil and Mexico amid focus on affordable vitamins for family health.

Middle East & Africa :
Middle East & Africa account for 7%, propelled by wellness initiatives in GCC countries and emerging retail for immunity supplements in South Africa.

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