February 5, 2025 – In the US, consumers are making changes in their lifestyles to stay healthy. They take supplements to address nutritional needs to support their health and well-being. Innova’s 360 research highlights the US supplements market trends are evolving with consumer preferences. It also reveals how brands can leverage these trends to ensure growth in the industry.
Supplements Market Size and Trends
The sales of the US supplements market have been steadily rising since 2018. The US supplements retail dollar sales are projected to continue growing at 6% CAGR through 2027.
Illustrative of the wide fragmentation in the US supplements industry, the top 10 UHCs combined accounted for only 12% of new product launches in the past five years. Nutraceutical (now Better Being Co.) and Nestlé account for 2% of launches each.
Nestlé Health Science is the supplements innovation leader in the US, shaping the evolving supplements market. It is driven by active lifestyle supplement brands like Garden of Life, Osteo Bi-Flex, and Nature’s Bounty. In the past year, Nature’s Bounty brand expanded its women’s wellness portfolio with the addition of three new products for hair growth, sexual health, and vaginal pH balance, aligning with the emerging supplements trends. The brand also unveiled a new brand campaign titled ‘It’s In Your Nature’ to refresh the brand’s positioning in the nutritional supplement category and ground its message in positivity and an emotional connection.
In the past year, Vital Nutrients, Nature’s Way, Bestvite, Prohealth, and Natrol are the top 5 brands for supplement launches in the US market.
Consumer Supplements Preferences
In the US, 76% of adults take some type of nutritional supplements regularly, with 24% increasing their intake in the past year. Staying healthy is the main driver, followed by boosting immunity, addressing health issues, and improving sleep.
70% of consumers in the US purchase these products once a month or more often. They are most concerned about heart health, weight management, and healthy aging. Digestive/gut health, bone/joint health, brain health, energy and stamina, and immune health are growing concerns for them.
Supplements trends reveal that 38% of US consumers use supplements to ensure their targeted nutrition intake, followed by natural food and beverage sources. Vegetables and fruits are the top categories sought for gut health improvement or maintenance. Additionally, 29% seek supplements for hair, skin and nail health, while 27% focus on mental health.
Supplements Innovation Trends
There has been a 1% rise in supplement launches in the past five years, highlighting steady growth in the supplements market. Health claims like brain and mood health, mental acuity, insomnia, and energy and stamina have experienced a strong growth over the past five years.
Gummies, powders, and capsules display growth over the past five years. Meanwhile, other formats like V-caps, soft gels, tablets, and liquid formats are slowing down.
Brain Health Positionings Trends
Supplements trends show growth in brain/mood health and mental acuity claims, with 12% and 22% CAGR, respectively, over the past five years. Together, they appeared in 53% of supplement launches in the past year, with brain/mood claims (34%) outpacing mental acuity claims (19%).
Lion’s mane mushroom is gaining attention in mental acuity supplements, increasing by 8% and appearing in 15% of launches over the past two years. The general ingredient mushroom use in supplements displays a growth of 9%, with reishi and chaga mushrooms each rising by 6%. Lion’s mane mushroom occurred in 8% of launches with brain mood claims in the past year.
Choline and choline bitartrate are also rising in use within the supplements market, supporting memory, mood, muscle control, and brain function. Meanwhile, vitamin and mineral ingredients remain stable in supplement launches targeting mental acuity and brain/mood health.
Insomnia Positioning Trends
There has been a 16% rise in the US supplements launches with insomnia claims over the past five years. Botanical/herbal supplements with insomnia positioning is the top subcategory, followed by melatonin and vitamins/minerals.
Melatonin remains the top ingredient in supplement launches featuring nutraceutical and botanical ingredients, while ashwagandha, black pepper, chamomile extract, and reishi mushroom are growing, reflecting the evolving supplements trends. Over the past two years, vitamin B6 appeared in 17% of supplements with insomnia claims, while vitamin D3 displayed the highest growth among vitamins. Zinc and sodium led growth in mineral ingredients with insomnia claim launches, reflecting a rising focus on sleep support solutions within the supplements market.
Energy and Stamina Positioning Trends
Energy and stamina claims experienced 20% CAGR growth over the past five years. Mushroom varieties and ginkgo biloba display noticeable gains among supplement launches with energy/stamina claims. Mushrooms display the highest growth of 6% launches in nutraceutical and botanical ingredients over the past two years.
Minerals and vitamins proliferate in supplements with energy and stamina claims, but their launches are slowing down. Zinc featured in 19% of new launches, while vitamin B12 appeared in 24% of launches with energy/stamina claims over the same period.
What’s Next in the US Supplements Trends?
Supplements trends show that around 70% of consumers display moderate interest in supplements for mental health, physical appearance like hair, skin and nails, and weight management and/or gut health. Brands can align new and existing products with these high-interest areas, bundling offerings to address multiple wellness needs.
The companies in the supplements market are expanding beyond products, integrating interactive platforms with educational, professional, and pharmaceutical resources. Companies can offer intake counseling, coaching, and pharmacological services that add value through the convenience of one-stop shopping and execution of wellness goals. It can be delivered through online platforms. As demand for holistic wellness rises, digital platforms are likely to play a key role in delivering personalized supplement solutions.
This article is based on Innova’s Now & Next in Supplements in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
