Vitamin & Supplement Statistics 2026: Market Size, Usage & Trends

Roughly three in four American adults now take a dietary supplement, and the global market that serves them is worth more than $209 billion heading into 2026. This page pulls together the latest verified numbers on market size and growth, who is buying, what they take, how much they spend, and the fast-moving formats — gummies, creatine, personalized stacks — reshaping the category.

How big is the global supplement market in 2026?

The dietary supplements industry has scaled into one of the largest consumer-health categories on the planet. Grand View Research estimated the global market at $209.52 billion in 2025, with a forecast to roughly double to $431.69 billion by 2033 at a 9.5% compound annual growth rate. Growth is driven by rising health consciousness, an aging population, and a broad shift toward preventive rather than reactive healthcare.

The United States is the single largest national market. The US dietary supplements market was about $68.74 billion in 2025 and is projected to reach $131.08 billion by 2033 (8.5% CAGR), per Grand View Research. North America as a whole held a 36.13% share of global revenue in 2025 — more than any other region.

How many Americans take vitamins and supplements?

Usage is remarkably sticky. The Council for Responsible Nutrition's 2024 Consumer Survey, fielded by Ipsos among 3,194 US adults, found that 75% of Americans take dietary supplements — in line with the prior year. That equates to well over 180 million people. Belief in the category is even stronger than the headline rate suggests: 91% of users say supplements are essential to maintaining their health, 71% report brand loyalty, and nearly 80% say they would prefer a supplement to an over-the-counter or prescription medication when appropriate.

Among the quarter of adults who don't take supplements, the most common reasons are a perceived lack of need (41%) and cost (27%), according to the same survey.

Which supplements are the most popular?

Multivitamins remain the default. CRN's survey consistently shows multivitamins as the most-used product, taken by around 40% of supplement users, followed by vitamin D and calcium. Across all age groups, multivitamin prevalence runs near 52%, and vitamin D is the most commonly consumed single-nutrient supplement.

The real story of recent years is the surge in specialty products. CRN tracked the following 2024 usage rates among supplement users, each up sharply from a few years prior:

• Magnesium: 23% of users (up from 19% in 2023)
• Melatonin: 16% of users (up from 10% in 2020)
• Ashwagandha: 8% of users (a 4× jump from 2% in 2020)
• Prebiotics: 7% of users (up from 5% in 2023)

Source: CRN / Ipsos, 2024

Who takes supplements — by age and gender?

Two patterns dominate the demographics: women out-supplement men, and usage climbs with age. Roughly 68% of women take supplements versus about 49% of men, per aggregated industry data. By age, prevalence is lowest among younger adults and highest among older ones — adults aged 60+ use supplements at well over 70%, while usage among those under 40 sits closer to the low-to-mid 40s percent range.

Younger generations also buy differently. Gen Z and Millennials are markedly less likely than Boomers to take a daily multivitamin — only about half of younger supplement users take one — and instead gravitate toward targeted products like omega-3s, protein, creatine, and sleep, mood, and gut-health formulas. Roughly 42% of Gen Z and Millennials say they supplement to cover general nutrient gaps, versus 59% of Boomers.

How much do people spend on supplements?

The typical US supplement user spends a median of $50 per month, up slightly from $48 in 2023, according to CRN's 2024 survey. Spend roughly doubles to a median of $100 a month among users who purchase through a healthcare professional — a signal that practitioner-recommended and personalized regimens carry higher price points. Some 69% of users say a personalized supplement routine is important to them, and about 29% say they are influenced by products tailored to their specific needs.

Why are gummies and new formats growing so fast?

Format is now a competitive battleground. Gummies have moved from a kids' niche into a mainstream adult delivery format prized for taste and convenience. Estimates for the 2025 global gummy-supplement market cluster in the $24–27 billion range, with forecast growth rates frequently quoted in the 14% CAGR territory through the early 2030s — outpacing the broader supplement market. Among non-pill formats specifically, gummies lead with about 37% share, ahead of powders (24%) and liquids (15%).

Creatine is the other breakout. In the US, creatine added nearly $100 million in incremental retail growth in a single year, with unit sales up 58% — fueled partly by new interest among women for strength, recovery, and healthy aging. Searches for creatine gummies rose more than 1,300%, a sign of how format innovation and a trending ingredient compound each other.

How much of the market is shifting online?

Brick-and-mortar still dominates supplement sales, but the channel mix is tilting. Offline channels held roughly 77.1% of dietary-supplement sales in 2025, leaving online at about 22.9% — and online is the fastest-growing channel, projected to expand at around a 10.8% CAGR, per Grand View Research. Subscription, direct-to-consumer, and Amazon-led models are driving most of that gain, while older consumers and high-trust products keep in-store relevant. A standalone US online vitamin and supplement retail industry has grown to roughly $25.6 billion in size, IBISWorld estimates.

Frequently Asked Questions

Sources

• Grand View Research — Global Dietary Supplements Market Report (2025)
• Grand View Research — U.S. Dietary Supplements Market Report (2025)
• Council for Responsible Nutrition / Ipsos — 2024 Consumer Survey
• MarketsandMarkets — Gummy Supplements Market Overview (2025)
• NutraIngredients — Creatine Market Trends (2025)
• IBISWorld — Online Vitamin & Supplement Sales (2025)
• Market.us — Dietary Supplements Statistics