United States Nutritional Supplements Market 2026 | Growth Drivers, Trends & Market Forecast, Competitive Landscape & Investment Opportunities

Market Size and Growth

Global Nutritional Supplements Market reached USD 365.5 billion in 2022 and is expected to reach USD 595.4 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 February 2026, Nation Health MD launched Lymph MD, a botanical supplement formulated with echinacea and cleavers to support lymphatic circulation and immune health. The launch reflects growing consumer demand for targeted wellness formulations. It further strengthens botanical-based supplement innovation in the U.S.

✅ In January 2026, Wiley Companies completed the acquisition of Botanoceutical Products' Cetyl Myristoleate (CMO) supplement line. The acquisition expands Wiley's portfolio in joint and mobility-focused nutritional supplements. It reinforces consolidation trends within specialty ingredient segments.

✅ In January 2026, TopGum signed a binding letter of intent to acquire U.S. operations to expand its pharmaceutical-grade gummy supplement capabilities. The move enhances its functional dosage delivery technologies. It highlights continued investment in consumer-friendly supplement formats.

✅ In December 2025, AG1 expanded its nationwide retail presence through The Vitamin Shoppe network. The expansion increases accessibility of premium foundational nutrition products. It signals sustained momentum for clinically positioned supplement brands.

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Japan: Recent Industry Developments

✅ In January 2026, Japanese supplement manufacturers intensified focus on functional ingredients and condition-specific formulations. Companies prioritized science-backed compounds targeting immunity and metabolic health. The shift reflects evolving consumer preferences for precision nutrition.

✅ In December 2025, Japanese brands expanded fortified supplement beverages and powdered nutrition solutions. These launches emphasized convenience and lifestyle-oriented health support. The trend aligns with Japan's demand for functional daily nutrition products.

✅ In November 2025, companies accelerated development of personalized supplement strategies supported by digital health technologies. AI-driven nutrition guidance gained visibility across the sector. The approach underscores Japan's leadership in tech-enabled wellness solutions.

✅ In November 2025, Japanese nutraceutical firms increased investments in research-driven supplement innovations. Efforts centered on clinically differentiated formulations and specialty ingredients. This development reinforces Japan's strong science-first supplement ecosystem.

Key Players:

=> Abbott Nutrition, Amway, Nestle, Glanbia Plc, Herbalife International of America, Archer Daniels Midland, PepsiCo, Nature's Bounty Co., DuPont, and American Health, Inc.

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Key Segments:

By Product Type

Dietary Supplements dominate the market with ~45% share, driven by rising consumer focus on general health, immunity, and preventive healthcare.

Sports Supplements account for ~25%, supported by increasing fitness awareness, gym culture, and performance nutrition trends.

Beauty Supplements hold ~20% share, growing rapidly due to demand for skin, hair, and anti-aging solutions.

Other Supplements represent ~10%, including specialized formulations targeting mental health, bone health, and condition-specific needs.

By Form

Capsules lead with ~30% share, favored for convenience, dosage accuracy, and consumer preference.

Powder forms account for ~25%, widely used in sports nutrition and protein supplementation.

Tablets contribute ~20%, driven by cost-effectiveness and product stability.

Liquid Supplements hold ~15%, gaining traction due to faster absorption and suitability for pediatric & geriatric consumers.

Other Forms (~10%) include gumm!es, soft gels, and chewables, witnessing strong adoption.

By Age Group

Adults represent the largest segment with ~55% share, driven by demand for energy, immunity, and lifestyle health supplements.

Geriatric Population accounts for ~30%, supported by increasing need for bone, joint, heart, and cognitive health products.

Kids Segment holds ~15%, expanding with rising focus on nutritional deficiencies and immunity support.

By Distribution Channel

Pharmacy & Drug Stores lead with ~35% share, benefiting from medical credibility and consumer trust.

Supermarkets/Hypermarkets account for ~25%, driven by product visibility and impulse purchasing.

Online Stores hold ~25% share, emerging as the fastest-growing channel due to e-commerce penetration and direct-to-consumer models.

Specialty Stores contribute ~10%, catering to sports and premium health segments.

Other Channels (~5%) include direct sales and institutional distribution.

Regional Insights (2025-2033)

North America leads with ~35% share, driven by high consumer awareness, preventive healthcare trends, and strong product innovation.

Europe accounts for ~25%, supported by aging demographics and regulatory-driven quality standards.

Asia Pacific holds ~30%, projected as the fastest-growing region, fueled by rising disposable income, urbanization, and health awareness.

Latin America represents ~7%, witnessing steady growth due to expanding middle-class population.

Middle East & Africa contribute ~3%, driven by increasing healthcare investments and wellness adoption.

FAQ

What is the current size of the Nutritional Supplements Market?

A: In 2022, the Nutritional Supplements Market was valued at USD 365.5 billion, reflecting its strong industry presence.

Q2: How large is the Nutritional Supplements Market expected to be by 2031?

A: By 2031, industry forecasts suggest the Nutritional Supplements Market will grow to around USD 595.4 billion, demonstrating significant expansion.

Q3: What is the growth rate of the Nutritional 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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