United States Vitamins & Herbal Dietary Supplements Market 2031 | Growth Drivers, Key Players & Investment Opportunities

Market Size and Growth

Global Vitamins & Herbal Dietary Supplements Market reached US$ 44.12 billion in 2022 and is expected to reach US$ 71.38 billion by 2031, growing with a CAGR of 6.2% during the forecast period 2024-2031.

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Key Development:

United States: Recent Industry Developments

✅ In December 2025, Cosmos Health Inc. announced a nanotechnology‐based R&D program to enhance the effectiveness of active ingredients in its dietary supplements, aiming to boost bioavailability and functional performance.

✅ In October 2025, NutriLeads launched its new Wecarrot prebiotic supplement formulated for gut and immune health, featuring zinc, benicaros and essential vitamins with no artificial flavors or colors.

✅ In August 2025, Nutritunes introduced ThymoQuin black seed oil soft gels, offering antioxidant support and balanced inflammatory response for overall wellness.

✅ In June 2025, Dabur unveiled Siens, a direct‐to‐consumer wellness brand with supplements targeting gut health, skin wellness, and daily vitality, certified under HACCP, GMP and ISO standards on major ecommerce platforms.

Japan: Recent Industry Developments

✅ In November 2025, DENBA Mist launched as a handheld inhalable supplement device combining GABA, maca and kudzu root ingredients for relaxation and lifestyle support.

✅ In November 2025, 森永サプリゼリー 睡眠改善 (Morinaga Sleep Support Jelly) debuted exclusively on Amazon Japan, featuring GABA‐enriched functional jelly for improved sleep routines.

✅ In October 2025, Sonael a new supplement brand featuring Japan's first hop‐infused equol formula to support aging‐related health and body balance launched online, marking innovation in herbal functional nutrition.

✅ In September 2025, GNC Holdings partnered with a Japanese health food retailer to co‐develop and localize a new line of tailored supplements, strengthening cross‐border product innovation and market reach.

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Key Players:

=> Nestle, Herbalife International of America Inc., Binova Lifesciences, NBTY Inc., Biovencer, Glanbia, Nature Sunshine, Nature's Essentials, Pure Encapsulation and Cargill Inc.

Key Segments:

By Type

Probiotics hold the largest share at 26%, driven by growing awareness of gut health and immunity support.
Enzymes account for 18%, supported by increasing demand for digestive and metabolic support supplements.
Amino Acids represent 15%, widely used in sports nutrition and muscle recovery formulations.
Minerals contribute 12%, essential for bone health, metabolism, and general wellness.
Vitamins hold 20%, driven by daily health supplementation and preventive care trends.
Herbal Supplements make up 9%, gaining traction due to preference for natural and traditional remedies.

By Form

Gel Caps lead with 22%, favored for easy swallowing and targeted delivery.
Soft Gels hold 18%, driven by liquid encapsulation for better absorption.
Liquids account for 15%, preferred for children and elderly populations.
Powders represent 12%, widely used in sports and fitness supplements.
Capsules contribute 20%, supported by versatility and convenience.
Tablets make up 13%, popular due to cost-effectiveness and widespread availability.

By Function

Sports Nutrition dominates with 30%, driven by rising fitness awareness and active lifestyle adoption.
Medical Supplements account for 40%, fueled by preventive healthcare and chronic disease management.
Additional Supplements hold 30%, including immunity boosters, cognitive enhancers, and general wellness products.

By Distribution Channel

Pharmacies & Drug Stores lead with 35%, driven by accessibility and trust in professional guidance.
Supermarkets & Hypermarkets hold 20%, supported by bulk purchases and promotional offers.
E-Commerce accounts for 30%, growing rapidly due to convenience, subscription models, and online health awareness.
Others represent 15%, including clinics, direct-to-consumer, and specialty stores.

By End-Users

Children hold 18%, supported by pediatric health supplements.
Adults account for 50%, driven by lifestyle, fitness, and preventive health needs.
Pregnant Women represent 12%, fueled by maternal health and prenatal supplementation.
Elderly contribute 20%, due to age-related nutrition needs and immunity support.

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By Region

North America - 32% Share
Market growth is driven by high awareness of nutritional supplements, established retail channels, and preventive healthcare trends.

Europe - 25% Share
Supported by stringent regulations, growing geriatric population, and rising demand for functional and fortified supplements.

Asia Pacific - 28% Share
Fastest-growing region due to increasing health consciousness, fitness trends, and expanding e-commerce platforms.

South America - 10% Share
Growth fueled by urbanization, rising disposable income, and expanding pharmacy networks.

Middle East & Africa - 5% Share
Market development is supported by growing healthcare awareness and increasing adoption of dietary supplements.

FAQ

What is the current size of the Vitamins & Herbal Dietary Supplements Market?

A: In 2022, the Vitamins & Herbal Dietary Supplements Market was valued at US$ 44.12 billion, reflecting its strong industry presence.

Q2: How large is the Vitamins & Herbal Dietary Supplements Market expected to be by 2031?

A: By 2031, industry forecasts suggest the Vitamins & Herbal Dietary Supplements Market will grow to around US$ 71.38 billion, demonstrating significant expansion.

Q3: What is the growth rate of the Vitamins & Herbal Dietary Supplements Market?

A: The market is projected to expand at a compound annual growth rate (CAGR) of 6.2% during the forecast period from 2024 to 2031.

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