Vitamin Supplement Industry Statistics

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By Rebekah Pierce

Reviewed by Juliana Tamayo, MS, RDN - Last Updated

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It’s no secret that the vitamin supplement industry is growing. With more and more brands popping up on shelves, it can seem like there’s an endless supply of products to choose from. 

But what do we really know about this industry? 

Sure, they want us to believe that their supplements are the key to optimal health, but is it true? 

Let’s take a look at some intriguing statistics about the vitamin supplement industry. 

About the Vitamin Supplement Industry

The booming vitamin supplements market is expected to hit the huge mark of USD 71.37 billion by 2028, growing at a robust CAGR of 6.2%. This growth can be attributed to an upsurge in consumer awareness about health, coupled with medical advice for supplementing diets with vitamins and other nutrients.

vitamin supplement industry statistics info

The multivitamin and mineral segment accounted for the largest share of this market in 2020; this is mainly due to the increasing incidence of nutritional deficiency diseases, especially among middle-aged and elderly populations. 

The availability of a wide range of products, both over-the-counter and prescription-based, further fuels the demand for such dietary supplements. 

The health benefits associated with these products have attracted consumers from all walks of life, creating a captivating opportunity for vendors in this highly competitive industry.

But what do we really know? Let’s take a closer look at some vitamin supplement industry statistics to get a better idea of what we can do to improve and maintain our health. 

Vitamin Supplement Industry Statistics – Highlights 

  • Americans spend more than $30 billion on supplements each year. 
  • More women than men use supplements – to the tune of about 25.59% more. 
  • 77% of Americans take at least one supplement. 
  • Millennials spend an average of $62.73 per purchase on supplements, with the Greatest Generation spending more than twice that – $129.58 per purchase. 
  • The most popular supplement in the US is Vitamin D, with 66% of consumers purchasing it at least once. Second most popular? Magnesium. 

As of 2021, the global dietary supplements market is worth nearly $152 billion. 

Source: Grandview Research

The health and wellness industry has seen unprecedented growth due to the emergence of new products and trends that focus on improving diets and nutrition through supplements. 

These products have become must-haves for people who are looking to enhance their overall health as well as for athletes who need an extra nutritional boost during training or competitions. 

There is no doubt that this market will continue to grow in order to provide individuals with a wide array of options for achieving optimal health.

Americans spend more than $30 billion on supplements each year. 

Source: National Institutes of Health

Americans appear to be spending more than ever on dietary supplements, with approximately $30 billion spent every year.

vitamin supplement industry statistics tablet

However, it is worth noting that reports from nutrition experts suggest that many of these supplements are not only unnecessary but potentially dangerous as well. A huge number of the vitamins and minerals that people think they need for a healthy life can instead be obtained through a balanced diet. 

This means the millions of Americans thinking they are helping their health by taking supplements may actually be doing more harm than good in many cases. It underscores the importance of getting advice from professionals such as registered dietitians before investing in any type of supplement or health regime.

There are more than 29,000 different vitamin supplements available to US consumers, with about 1000 new ones added each year. 

Source: National Institutes of Health

For those looking to increase their daily intake of essential vitamins and minerals, finding the perfect supplement has never been easier. Whether for general health maintenance or addressing more specific needs, there is something for everyone in this ever-expanding market.

More women than men use supplements – to the tune of about 25.59% more. 

Source: Center for Disease Control

Women may be taking supplements to manage their health more proactively, or as an effort to supplement hormones during certain stages of life such as menstruation, pregnancy, and menopause. 

Additionally, higher use of multivitamins may be associated with increased health awareness and access to healthcare in general. Therefore, this quote serves as a reminder that access to healthcare and nutrition plays an important role in the health outcomes of both genders.

77% of Americans take at least one supplement. 

Source: CRN USA

In an age of overprocessing and overcrowding, it can be difficult to fuel our bodies with proper nutrition. Improved lifestyles, hectic schedules, and a lack of access to fresh produce are just some of the factors that contribute to deficiencies in vitamins and minerals. 

vitamin supplement industry statistics

This is where supplements come into play; according to recent research, more than three-quarters of American adults take daily nutrients to help fill nutritional gaps. 

Supplement use was once primarily associated with elite athletes or the elderly, but in recent years nutritional supplements have gained mass popularity as a convenient way to ensure balanced nutrition. Taken in conjunction with healthy eating habits and regular physical activity, daily supplemental vitamins and minerals can be an important factor in maintaining overall health and well-being.

Millennials spend an average of $62.73 per purchase on supplements, with the Greatest Generation spending more than twice that – $129.58 per purchase. 

Source: Expensivity

This discrepancy may be due to a variety of factors such as increased access to health-related information and knowledge amongst Millennials, or a much higher demand for preventative care medicine among the Greatest Generation. 

Ultimately, regardless of why this gap exists between generations, it is clear that supplement purchases are significantly more common within both groups than previously thought by many industry members.

74% of Americans worry that supplements aren’t backed by trustworthy, reliable research.

Source: PR Newswire

With such a large number of people expressing worries regarding their trustworthiness and reliability, it is important to understand why these concerns are present and how to address them. 

This can be achieved through carefully researching the ingredient list of any supplement in order to ensure that no harmful or unreliable components are included. 

Also, taking extra precautionary measures like reading customer reviews and consulting with a medical professional before using a supplement are recommended for those who still wish to take daily vitamins or other dietary supplements.

More than 72% of consumers trust herbal supplements (often more than pharmaceutical drugs).

Source: National Institutes of Health

For many consumers, trust in herbal supplements is significantly higher than for pharmaceutical drugs. This may be due to the perceived naturalness of herbs, and thus less risk of unnatural side-effects when compared to created medications. 

Plus, herbal supplements often come with a health benefit associated with their use, such as stress relief or improvement in mood, while certain medications can merely manage symptoms without providing additional advantages. 

Supplement use has increased by 25% since 1975.

Source: Zippia

This indicates that more people than ever are turning to supplements to address their health and fitness needs, either in lieu of or in addition to traditional medical treatments. 

Supplement use may have accelerated as a result of increased focus on weight loss, increased health awareness and improved access thanks to wider distribution across stores, the internet, and beyond.

In March of 2020, interest grew by as much as 16 times in supplements like vitamin D, vitamin C, echinacea, and elderberry.

Source: National Institutes of Health

The onset of the novel coronavirus pandemic resulted in drastic changes to global health patterns. During this unpredictable time, interest in supplements such as vitamin D, vitamin C, echinacea and elderberry skyrocketed, increasing by as much as sixteen times since March 2020. 

This sudden surge in demand likely reflects a growing concern among consumers that they might be at greater risk of becoming infected with COVID-19 or any other associated illnesses due to lowered immune systems. 

As there is still much we do not yet know about Covid-19, individuals recognize the importance of staying ahead of potential health problems and boosting their immunity with natural dietary supplements.

The US vitamin and dietary supplement market size is expected to grow to $56.7 by 2024. 

Source: Statista

This forecasted growth in the US dietary supplement market speaks to an increasing recognition of the importance of vitamins and other dietary supplements as part of a balanced diet, as well as consumer demand for healthier options. 

More and more, people are understanding that even though they may be consuming enough calories, their bodies may still not be getting the right mix of essential nutrients that vitamins and dietary supplements can provide. This is evidenced by the rise in sales of these products despite the economic downturn caused by COVID-19 and other factors. 

Not only that, but companies have recognized this trend and are taking steps to develop more convenient and creative ways to increase access to these supplements. 

The most popular supplement in the US is Vitamin D, with 66% of consumers purchasing it at least once. Second most popular? Magnesium. 

Source: Consumer Lab

People seem to be taking an active role in their health and wellbeing, as evidenced by the clear demand for nutritional supplements. Vitamin D is top of that list, with 66% of US consumers buying it at least once, highlighting a deep-rooted appreciation of its benefits: supporting strong bones and teeth, aiding immunity, and boosting overall health. 

Coming in second is magnesium, which helps with energy levels, nerve function, and even a good night’s sleep. 

Nearly 6% of college athletes consume caffeinated multivitamins. 

Source: Zippia

While consuming caffeinated multivitamins may not be for everyone, it’s remarkable that nearly 6% of college athletes have chosen this option as part of their nutrition plan. It is clear that these athletes are determined to maximize their performance through the combination of balanced diet and nutrition supplements. 

With such a high percentage, it is likely that many coaches have recommended caffeinated multivitamins to their teams or individual players, or the athletes have found that the added boost of energy helps them to stay on top of their game even during longer practices or competition days. 

68% of adults combine supplements with prescription medications. 

Source: National Institutes of Health

More than two-thirds of adults take supplements in conjunction with prescription medications. This trend highlights the fact that many people are looking for additional remedies to support their overall health and wellness beyond traditional treatments prescribed by doctors. 

vitamin supplement industry statistics meication

Supplements can provide essential vitamins and minerals that help to balance hormones, regulate digestion, and improve immune health. Although it is best to discuss any supplement regimen with your physician before use, exploring natural alternatives might just be the boost you need to hit your health goals.

Final Thoughts

It always helps to do some research before buying any vitamin or supplement—or anything else for that matter. Many companies make bold claims about their products without providing any real evidence, so be wary of exaggerated promises and unsubstantiated claims. 

And remember: just because something is labeled as “natural” or “organic” doesn’t necessarily mean it is safe or effective; always check with your doctor before starting any new supplement regimen! 

The next time you reach for your daily multivitamin pill, consider all the facts about the vitamin supplement industry first. 

While some people may benefit from taking a daily multivitamin (such as pregnant women or those with nutrient deficiencies), most healthy individuals probably don’t need them at all.

Before spending your hard-earned cash on something that might not even work, talk to your doctor and do some research into the company making the product; knowledge is power. And hopefully, these vitamin supplement industry statistics have helped give you the knowledge you need!

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Rebekah Pierce

Rebekah Pierce is a professional writer specializing in a variety of niches, including health and fitness. Her unique blend of experience managing and owning a regenerative farm, along with a background working in both secondary and higher education, gives her the versatility needed to write about a variety of topics. She has a B.A. in English and a M.S.Ed. in Special Education. She's an avid runner, having completed multiple marathons and half marathons, and believes in the profound power of overall health, wellness, and good nutrition when it comes to changing lives!