GITNUXREPORT 2025

Diversity, Equity, And Inclusion In The Supplement Industry Statistics

Most supplement consumers value DEI, yet industry lags in representation efforts.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

65% of consumers in the supplement industry value brands that prioritize Diversity, Equity, and Inclusion (DEI)

Statistic 2

80% of consumers with disabilities feel more loyal to brands that include accessible packaging and marketing

Statistic 3

63% of Gen Z consumers prefer to buy from brands that demonstrate social responsibility including DEI

Statistic 4

69% of brands that increased DEI efforts saw a positive impact on their brand image in consumer surveys

Statistic 5

82% of consumers believe brands should do more to address racial and ethnic disparities

Statistic 6

29% of supplement industry players believe that inclusivity can help overcome racial bias in health and wellness

Statistic 7

76% of supplement industry employees agree that an inclusive workplace benefits innovation

Statistic 8

46% of supplement startups actively pursue diverse supplier partnerships

Statistic 9

45% of minority consumers report feeling that their cultural health practices are ignored by mainstream supplement brands

Statistic 10

81% of consumers agree that diversity in the supplement industry can improve product innovation

Statistic 11

67% of supplement marketers believe that DEI efforts improve brand credibility and trust

Statistic 12

Only 22% of supplement brands have publicly disclosed their DEI initiatives

Statistic 13

15% of new supplement products launched in 2022 included culturally inclusive ingredients or formulations

Statistic 14

58% of supplement consumers seek transparency about the diversity and inclusivity efforts of brands

Statistic 15

83% of minority consumers report feeling overlooked or misunderstood by mainstream supplement marketing

Statistic 16

Only 12% of supplement industry news articles mention DEI topics explicitly

Statistic 17

68% of minority consumers say they want to see more inclusion of traditional health practices from their cultural backgrounds in supplement products

Statistic 18

57% of supplement consumers are more likely to support brands with visible DEI commitments on social media

Statistic 19

88% of health supplement consumers prefer brands that demonstrate commitment to social justice issues, including DEI

Statistic 20

78% of supplement marketers believe that inclusive marketing drives higher engagement

Statistic 21

62% of supplement consumers from minority backgrounds consider representation important in brand packaging

Statistic 22

41% of supplement brands have incorporated culturally diverse ingredients into their product lines

Statistic 23

84% of supplement industry respondents agree that DEI should be integrated into overall corporate strategy

Statistic 24

Companies that actively promote DEI saw a 15% increase in customer loyalty

Statistic 25

54% of supplement industry professionals believe DEI initiatives can improve innovation

Statistic 26

Companies with diverse leadership are 35% more likely to enter new markets successfully

Statistic 27

39% of supplement companies report difficulty in measuring the ROI of DEI initiatives

Statistic 28

Women hold 47% of leadership roles in the supplement sector, up from 37% in 2019

Statistic 29

70% of supplement brands do not have a dedicated DEI officer or team

Statistic 30

48% of supplement industry employees identify as part of a minority group

Statistic 31

55% of supplement companies do not have formal training programs on DEI for their employees

Statistic 32

41% of supplement industry executives believe DEI is a critical factor for future growth

Statistic 33

72% of supplement companies have implemented at least one initiative to improve workplace inclusivity

Statistic 34

49% of supplement brands have no public data on their DEI workforce diversity metrics

Statistic 35

54% of supplement companies report facing challenges in recruiting diverse talent

Statistic 36

54% of supplement brands did not have a dedicated DEI budget in 2022

Statistic 37

33% of supplement industry CEOs have publicly committed to DEI initiatives

Statistic 38

70% of employees in the supplement industry support workplace DEI training

Statistic 39

58% of supplement brands have a formal DEI policy, but only 30% implement it fully across operations

Statistic 40

59% of supplement employees from underrepresented groups have experienced workplace bias or discrimination

Statistic 41

78% of minority consumers feel underrepresented in supplement advertising and branding

Statistic 42

Only 10% of supplement products marketed specifically target minority demographics

Statistic 43

23% of supplement advertisements feature diverse models and actors

Statistic 44

60% of supplement consumers are more likely to buy from brands that feature diverse leadership in their marketing campaigns

Statistic 45

Only 17% of supplement advertisements featured people with visible disabilities

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Key Highlights

65% of consumers in the supplement industry value brands that prioritize Diversity, Equity, and Inclusion (DEI)
Only 22% of supplement brands have publicly disclosed their DEI initiatives
78% of minority consumers feel underrepresented in supplement advertising and branding
Companies that actively promote DEI saw a 15% increase in customer loyalty
54% of supplement industry professionals believe DEI initiatives can improve innovation
Women hold 47% of leadership roles in the supplement sector, up from 37% in 2019
Only 10% of supplement products marketed specifically target minority demographics
80% of consumers with disabilities feel more loyal to brands that include accessible packaging and marketing
70% of supplement brands do not have a dedicated DEI officer or team
63% of Gen Z consumers prefer to buy from brands that demonstrate social responsibility including DEI
48% of supplement industry employees identify as part of a minority group
15% of new supplement products launched in 2022 included culturally inclusive ingredients or formulations
Companies with diverse leadership are 35% more likely to enter new markets successfully

Despite overwhelming consumer demand for diversity, equity, and inclusion, only a fraction of supplement brands are proactively embracing DEI initiatives, revealing a critical gap that could determine future industry growth and consumer trust.

Consumer Diversity & Inclusion Attitudes and Preferences

65% of consumers in the supplement industry value brands that prioritize Diversity, Equity, and Inclusion (DEI)
80% of consumers with disabilities feel more loyal to brands that include accessible packaging and marketing
63% of Gen Z consumers prefer to buy from brands that demonstrate social responsibility including DEI
69% of brands that increased DEI efforts saw a positive impact on their brand image in consumer surveys
82% of consumers believe brands should do more to address racial and ethnic disparities
29% of supplement industry players believe that inclusivity can help overcome racial bias in health and wellness
76% of supplement industry employees agree that an inclusive workplace benefits innovation
46% of supplement startups actively pursue diverse supplier partnerships
45% of minority consumers report feeling that their cultural health practices are ignored by mainstream supplement brands
81% of consumers agree that diversity in the supplement industry can improve product innovation
67% of supplement marketers believe that DEI efforts improve brand credibility and trust

Consumer Diversity & Inclusion Attitudes and Preferences Interpretation

In an industry increasingly driven by consumer values and social responsibility, embracing DEI isn't just a moral imperative but a strategic one, as 69% of brands see their image flourish and 82% of consumers demand more action to bridge racial and ethnic gaps—highlighting that in the supplement world, inclusivity isn't just good ethics; it's good business.

Consumer Expectations & Transparency in the Supplement Industry

Only 22% of supplement brands have publicly disclosed their DEI initiatives
15% of new supplement products launched in 2022 included culturally inclusive ingredients or formulations
58% of supplement consumers seek transparency about the diversity and inclusivity efforts of brands
83% of minority consumers report feeling overlooked or misunderstood by mainstream supplement marketing
Only 12% of supplement industry news articles mention DEI topics explicitly
68% of minority consumers say they want to see more inclusion of traditional health practices from their cultural backgrounds in supplement products
57% of supplement consumers are more likely to support brands with visible DEI commitments on social media
88% of health supplement consumers prefer brands that demonstrate commitment to social justice issues, including DEI
78% of supplement marketers believe that inclusive marketing drives higher engagement
62% of supplement consumers from minority backgrounds consider representation important in brand packaging
41% of supplement brands have incorporated culturally diverse ingredients into their product lines
84% of supplement industry respondents agree that DEI should be integrated into overall corporate strategy

Consumer Expectations & Transparency in the Supplement Industry Interpretation

With only a fraction of supplement brands openly embracing DEI, yet overwhelming consumer demand for transparency and cultural inclusivity, the industry faces a pivotal crossroads where authentic inclusion isn't just morally right but also a strategic imperative for meaningful engagement and market growth.

Impact of DEI Initiatives on Business Performance

Companies that actively promote DEI saw a 15% increase in customer loyalty
54% of supplement industry professionals believe DEI initiatives can improve innovation
Companies with diverse leadership are 35% more likely to enter new markets successfully
39% of supplement companies report difficulty in measuring the ROI of DEI initiatives

Impact of DEI Initiatives on Business Performance Interpretation

While nearly half of supplement companies see DEI as a catalyst for innovation and market expansion, the challenge remains in quantifying its true ROI amidst the diversity of perspectives shaping the industry's future.

Industry Representation & Leadership Demographics

Women hold 47% of leadership roles in the supplement sector, up from 37% in 2019
70% of supplement brands do not have a dedicated DEI officer or team
48% of supplement industry employees identify as part of a minority group
55% of supplement companies do not have formal training programs on DEI for their employees
41% of supplement industry executives believe DEI is a critical factor for future growth
72% of supplement companies have implemented at least one initiative to improve workplace inclusivity
49% of supplement brands have no public data on their DEI workforce diversity metrics
54% of supplement companies report facing challenges in recruiting diverse talent
54% of supplement brands did not have a dedicated DEI budget in 2022
33% of supplement industry CEOs have publicly committed to DEI initiatives
70% of employees in the supplement industry support workplace DEI training
58% of supplement brands have a formal DEI policy, but only 30% implement it fully across operations
59% of supplement employees from underrepresented groups have experienced workplace bias or discrimination

Industry Representation & Leadership Demographics Interpretation

While women are climbing the ranks and many supplement companies acknowledge DEI’s importance, the industry still faces a stark reality: nearly half lack dedicated teams, transparent diversity metrics, and comprehensive training, underscoring that progress is happening faster than policy implementation.

Representation in Marketing & Advertising

78% of minority consumers feel underrepresented in supplement advertising and branding
Only 10% of supplement products marketed specifically target minority demographics
23% of supplement advertisements feature diverse models and actors
60% of supplement consumers are more likely to buy from brands that feature diverse leadership in their marketing campaigns
Only 17% of supplement advertisements featured people with visible disabilities

Representation in Marketing & Advertising Interpretation

The supplement industry’s glaring lack of diverse representation—only 10% of products target minority groups and just 17% of ads include people with visible disabilities—highlights a pressing need to bridge the gap between consumer inclusivity and marketing invisibility, or risk health and trust disparities in a rapidly diversifying market.