Gitnux/Report 2026

Food Supplement Industry Statistics

The global food supplements market reached approximately $238.5 billion in 2025, explore the figures behind growth, company financials and trends.
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Food Supplement Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published
How this report is researched
01Editorial Scope

An editor sets the topic, the inclusion criteria, and the evaluation framework before research starts.

02Source Research

AI search agents locate sources and extract each figure together with the document it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The food supplement industry at a glance

The global food supplements market reached approximately $238.5 billion in 2025, with growth supported by preventive healthcare, e-commerce, product innovation and rising consumer health awareness.

$238.5B[75]
Global market size, 2025
7.1%[75]
Global CAGR, 2025–2030
36.1%[21]
North America share, 2025
€19.5B[76]
European market, 2024
Market size
The global food supplements market was valued at approximately $238.5 billion in 2025. In Europe, the food supplements market reached an estimated €19.5 billion in 2024, the latest figure reported by Food Supplements Europe.[75][76]
Forecast & CAGR
The global market is forecast to grow from $238.5 billion in 2025 to $335.8 billion in 2030, representing a 7.1% CAGR. Grand View Research estimates a higher 9.5% CAGR for 2026–2033, reaching $431.7 billion by 2033.[75][21]
Market share & regions
North America held the largest regional share of the global dietary supplements market at 36.1% in 2025. Within Europe, Italy, Germany and France accounted for just over half of the regional market in 2024, with estimated values of €4.7 billion, €3.8 billion and €2.5 billion respectively.[21][76]
Segmentation
The market is segmented by ingredient, including vitamins, minerals, botanicals, proteins and amino acids; by form, including tablets, capsules, soft gels, powders, gummies and liquids; and by channel, including online and offline distribution. In 2025, the global market research classification also covered applications such as immunity, gastrointestinal health, bone and joint health, energy and weight management, and cardiac health.[21][75]
Key players & concentration
A 2026 AESGP-EPPA study found that participating manufacturers and distributors represented approximately 65% of the EEA food supplements market. The participating companies reported more than 2,500 products and approximately €1.3 billion in annual turnover from vitamin- and mineral-containing supplements in 2023.[42]
Pricing
European pricing varies by ingredient, format, brand and channel, but a 2025 regional market estimate reported a blended average selling price of $7.36 per kilogram. Premium proteins, botanicals and specialized formats support higher prices, while raw-material costs remain a margin risk.[77]
Trends, drivers & challenges
Key growth drivers include preventive healthcare, rising health awareness, e-commerce, product innovation, personalized nutrition and ageing populations. Reported challenges include price sensitivity, market saturation, regulatory complexity, counterfeit or substandard products and consumer trust concerns.[75][42]
Consumer behavior & competition
In an EEA survey of 6,000 consumers, 55% reported purchasing food supplements, 62% of users consumed them daily and 82% considered them important for their health. The leading reasons were supporting overall health at 63% and boosting immunity at 52%; 34% received recommendations from healthcare practitioners.[42]
M&A
M&A activity continued in online retail and branded supplements. In January 2026, iHerb completed its acquisition of Vitacost.com from Kroger, adding an online assortment of more than 40,000 health, nutrition and wellness products, including vitamins, minerals and supplements.[78]
Regulation
In October 2026, the U.S. FDA issued final guidance on new dietary ingredient notifications and identity and safety information. Manufacturers or distributors introducing a new dietary ingredient must generally submit a notification to FDA at least 75 days before introducing the product into interstate commerce.[52]
Latest news
The latest sector developments include the FDA’s October 2026 final guidance on new dietary ingredients and iHerb’s January 2026 completion of the Vitacost acquisition. In Europe, AESGP reported in January 2026 that surveyed companies expected approximately 5% average sales growth over the following five years.[52][78][42]

02 Ranking

Top 10 Companies in the Food Supplement Industry

The leading companies in the food supplement industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 11, 2026 · Next review December 11, 2026

Verdict

Otsuka Holdings stands out for nutraceutical-scale execution because it reported ¥577.6 billion in 2025 nutraceutical revenue, while dsm-firmenich focuses on supplement ingredients since its 2025 dietary-supplements and I-Health sales were €846 million.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in nutraceutical

    Otsuka Holdings

    JP

    Ranked #1 · 9.2 · Nutraceutical brands

    Why we picked it: It reports nutraceutical revenue at ¥577.6 billion in 2025 and a 19.4% operating margin.

    See in ranking ↓Visit otsuka.com ↗

  2. Leader in supplement ingredients

    dsm-firmenich

    CH

    Ranked #2 · 8.8 · Supplement ingredients

    Why we picked it: It combines dietary-supplements and I-Health with a 7.87% operating margin in 2025.

    See in ranking ↓Visit dsm-firmenich.com ↗

  3. Leader in health-science supplements

    Kirin Holdings

    JP

    Ranked #3 · 8.8 · Health-science supplements

    Why we picked it: Its Health Science business reported ¥251.4 billion revenue in 2025 with 4.1% revenue growth.

    See in ranking ↓Visit kirinholdings.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 10 companies in the food supplement industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Otsuka Holdings

Nutraceutical brands · JP

9.2
2

dsm-firmenich

Supplement ingredients · CH

8.8
3

Kirin Holdings

Health-science supplements · JP

8.8
4

Jamieson Wellness

Nutraceutical brands · CA

8.8
5

Nestlé

Medical nutrition · CH

8.6
6

NOW Health Group

Natural dietary and sports supplements · US

8.6
7

Amway

Direct-selling vitamins and nutrition products · US

8.4
8

Bayer

Consumer-health nutritional supplements · DE

8.2
9

Pharmavite

Vitamins and nutritional supplements · US

8.2
10

Perrigo

Consumer self-care vitamins and supplements · IE

7.7

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 11, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 11). Top 10 companies in the food supplement industry. In Food Supplement Industry Statistics. Gitnux. https://gitnux.org/food-supplement-industry-statistics/#top-companies

report visual · Comparison

Revenue of the largest food supplement companies

Nestlé leads with $101.1B in annual revenue (group level, converted to USD).

Nestlé$101.1B
Bayer$49.2B
Otsuka Holdings$16.5B
Kirin Holdings$16.3B
dsm-firmenich$13.5B
Amway$7.2B
source-verifiednestle.com · reports.bayer.com · otsuka.com · kirinholdings.com · annualreport.dsm-firmenich.com · jobs.amway.com2025

04 Statistics

Technology & Innovation

Users show clear receptiveness to AI: 64% in the UK and US agreed AI was generally positive for humanity in 2024.

AI in the food supplement industry

  • 64% of supplement users in the United Kingdom and United States agreed that AI was generally positive for humanity in 2024.[1]
  • 55% of supplement users in the United Kingdom and United States felt positive about AI use in the food and beverage industry in 2024.[1]

Digital Transformation in the healthcare services sector (sector benchmark)

  • About 90% of surveyed global healthcare C-suite executives expected digital technology use to accelerate in 2025, including 50% anticipating a significant impact.[2]
  • Across U.S. non-federal acute care hospitals, 71% used predictive AI integrated into electronic health records in 2024.[3]
  • Among healthcare respondents to KPMG’s global technology survey, 49% were adopting DevSecOps approaches to adapt digital-transformation strategies.[4]
  • About 70% of surveyed healthcare executives said investing in technology platforms for digital tools and services would be important or very important in 2025.[2]
  • Across surveyed healthcare practitioners, 60% believed their organizations’ digital experiences met or exceeded customer needs in 2025.[5]

Technology Adoption in the healthcare services sector (sector benchmark)

  • Across U.S. non-federal acute care hospitals, 84% enabled patients to transmit health information to a third party electronically in 2024.[3]
  • Across U.S. non-federal acute care hospitals, 81% enabled patient access through applications using application-programming-interface specifications in 2024.[3]
  • Across U.S. non-federal acute care hospitals, 70% enabled patient access through applications using HL7 FHIR specifications in 2024.[3]
  • Across U.S. non-federal acute care hospitals, 99% enabled patients to view health information electronically in 2024.[3]
  • Across U.S. non-federal acute care hospitals, 92% enabled patients to securely message providers in 2024.[3]
  • Across U.S. non-federal acute care hospitals, 96% enabled patients to download health information electronically in 2024.[3]

Cloud Computing in the healthcare services sector (sector benchmark)

  • Across surveyed healthcare organizations globally, 18% had started adopting cloud services but lacked a comprehensive cloud strategy at the end of 2025.[6]
  • Across surveyed healthcare organizations globally, 8% reported minimal cloud adoption without formal strategy or governance at the end of 2025.[6]
  • Across surveyed healthcare organizations globally, 27% reported that cloud operations were well managed and integrated into overall IT strategy at the end of 2025.[6]
  • Across surveyed healthcare organizations globally, 31% had a formal cloud strategy and governance framework that was not yet integrated into IT strategy at the end of 2025.[6]
  • Across surveyed healthcare organizations globally, 15% reported that cloud adoption was fully integrated into business strategy at the end of 2025.[6]

Big Data in the healthcare services sector (sector benchmark)

  • Across Brazilian healthcare facilities conducting Big Data analytics, 77% used in-house staff rather than external providers in 2024.[7]
  • Across Brazilian healthcare facilities conducting Big Data analytics, 65% used patient demographics, forms, or medical-record data in 2024.[7]
  • Across Brazilian healthcare facilities conducting Big Data analytics, 38% used geolocation data from mobile phones, wireless connections, or GPS in 2024.[7]
  • Across Brazilian healthcare facilities conducting Big Data analytics, 48% used social-media data in 2024.[7]
  • Across Brazilian healthcare facilities conducting Big Data analytics, 72% used data from smart devices or sensors in 2024.[7]

IoT in the healthcare services sector (sector benchmark)

  • Among Brazilian inpatient healthcare facilities with more than 50 beds and internet access, 19% used IoT in 2024.[8]
  • Among Brazilian inpatient healthcare facilities with up to 50 beds and internet access, 5% used IoT in 2024.[8]
  • Across Brazilian healthcare facilities with internet access, 4% used IoT in 2024.[8]
  • Among Brazilian private healthcare facilities with internet access, 6% used IoT in 2024.[8]
  • Among Brazilian outpatient healthcare facilities with internet access, 3% used IoT in 2024.[8]

Innovation in the food supplement industry

  • 18.69% of global patent documents for lauricaceae-extract feeding-stuff and nutritional-supplement innovations were filed in the United States through 2024.[9]
  • 20.20% of global patent documents for lauricaceae-extract feeding-stuff and nutritional-supplement innovations were filed in China through 2024.[9]

05 Statistics

Data & Analytics

Evidence visibility and independent quality verification stand out as measurable trust factors: 81% of U.S. adults rated scientific evidence as important in 2026.

Business intelligence in the food supplement industry

  • 81% of U.S. adults rated scientific evidence as important when deciding whether a supplement was right for them, making evidence visibility a key intelligence indicator.[10]
  • 77% of U.S. adults said independent quality verification would increase their confidence in supplements, providing a measurable trust signal for brand intelligence.[10]
  • 2% of food and beverage brands reported fully digitized product-development processes in 2025, indicating limited digital infrastructure for intelligence-led innovation in sectors including supplements.[11]
  • 83% of food and beverage brands planned to increase new-product-development spending in 2025 despite limited process digitization.[11]
  • 45% of U.S. adults said they distrusted influencer and social-media supplement claims, creating a measurable need for stronger evidence and claim intelligence.[12]
  • 20% of U.S. adults said they did not trust supplement brands in 2025, a consumer-trust metric relevant to brand and marketplace intelligence.[12]

Data analytics in the food supplement industry

  • 69% of U.S. supplement users said personalized regimens were important when selecting products, indicating strong demand for data-supported customization.[10]
  • 45% of U.S. consumers were comfortable using personalized AI supplement recommendations when reviewed by a doctor, pharmacist or registered dietitian.[10]
  • 23% of U.S. consumers were most attracted to ingredient combinations personalized to their individual needs, supporting data-driven personalization in supplement formulation and marketing.[13]
  • 31% of U.S. consumers agreed that they were more likely to prioritize personalized wellness products or services, including supplements, in the cited sector research.[14]
  • One in four consumers were using health-related apps in 2026, according to NIQ research cited in its health-and-wellness analysis relevant to supplement personalization.[15]
  • 37% of U.S. Gen Z respondents agreed that they were more likely to prioritize personalized wellness products or services, including supplements.[14]

Data Quality in the healthcare services sector (sector benchmark)

  • 40% of U.S. healthcare clinical data abstractors reported that manual data entry hampers clinical registry efforts in 2024.[16]
  • 8% of U.S. healthcare organizations rated their provider data as excellent in 2022.[17]
  • 75% of U.S. healthcare organizations represented in the survey predominantly used clinical registry data for quality and process improvement in 2024.[16]
  • 40% of U.S. healthcare clinical data abstractors reported that incomplete data hampers clinical registry efforts in 2024.[16]
  • 50% of U.S. healthcare clinical data abstractors reported that data inaccuracies hamper clinical registry efforts in 2024.[16]

Data Governance in the healthcare services sector (sector benchmark)

  • 39% of healthcare organizations reported having a formally chartered data-governance function in 2025.[17]
  • 77% of healthcare organizations reported that their governance functions met at least quarterly in 2025.[17]
  • 72% of healthcare organizations operated governance using approved policy and standards frameworks in 2025.[17]
  • 38% of healthcare organizations had formal data and information quality-management statements in 2025.[17]
  • 10% of healthcare organizations managed data governance exclusively within IT in 2025.[17]
  • 66% of healthcare organizations reported multidisciplinary representation in governance, including patient or consumer representatives, in 2025.[17]

KPIs in the food supplement industry

  • 57.6% of new supplement subscribers were still ordering at the second reorder, approximately two months after their first subscription order.[18]
  • $180 to $280 was the strong 12-month customer-lifetime-value range reported for subscription-heavy supplement brands in 2026.[19]
  • 3.5% to 5% was the strong website-conversion-rate range reported for wellness and supplement direct-to-consumer brands in 2026.[19]
  • 41.2% was the annual customer-retention rate for the health-and-beauty retail vertical in 2024, the highest of seven retail verticals in the cited benchmark.[18]
  • 80% to 90% was the strong three-month subscription-retention range reported for wellness and supplement brands in 2026.[19]
  • 17.8% was the active-churn rate for supplement subscriptions in Recharge data covering July 2025 through June 2026.[20]

06 Statistics

Strategy & Growth

Format mix is measurable in the US: gummies were projected to drive $18.984 billion of 2026 consumer sales.

Growth in the food supplement industry

  • 10.4% is the projected 2026–2033 CAGR for India’s dietary supplements market.[21]
  • $3.156 billion was the projected 2026 U.S. consumer sales of effervescent supplements.[22]
  • 9.5% is the projected 2026–2033 CAGR for the global dietary supplements market.[21]
  • $18.984 billion was the projected 2026 U.S. consumer sales of gummy supplements.[22]
  • $431.69 billion is the forecast 2033 global dietary supplements market revenue, compared with $209.52 billion in 2025.[21]
  • $1.748 billion was the projected 2026 U.S. consumer sales of chewable supplements.[22]

Differentiation in the food supplement industry

  • 2.3% was the projected 2026 U.S. supplement market share of chewable delivery formats.[22]
  • 24.5% was the projected 2026 U.S. supplement market share of gummy delivery formats.[22]
  • 4.1% was the projected 2026 U.S. supplement market share of effervescent delivery formats.[22]
  • 8 children’s health products were offered by Hiya Health when USANA acquired a 79% stake in the company in 2024.[23]
  • 38,708 products advertising protein content were found in the average U.S. supermarket in NielsenIQ data cited in 2025 coverage.[24]
  • 50% of U.K. and U.S. consumers cited clinical effectiveness as a key purchasing factor for vitamins and over-the-counter products in the cited 2024 industry review.[25]

Mergers and acquisitions in the food supplement industry

  • $260 million was the reported transaction value for USANA’s acquisition of a 79% stake in Hiya Health in 2024.[23]
  • $5.75 billion was Nestlé Health Science’s announced acquisition price for The Bountiful Company in 2021.[26]
  • 1 definitive agreement to acquire Purely Optimal Nutrition was announced by Smart for Life in April 2024.[27]
  • $20 million was the enterprise value of TopGum Industries’ acquisition of Island Abbey Nutritionals in 2025.[28]
  • 1 acquisition of Biocidin Botanicals by CellCore BioSciences was announced in November 2024.[29]
  • $425 million was Pharmavite’s announced acquisition price for Bonafide Health in 2023.[30]

Strategic partnerships in the food supplement industry

  • 1 product collaboration combined Elo Health’s supplement concept with Nourished’s 3D nutrient-printing technology in 2024.[31]
  • 3 UFC Performance Institute locations—Las Vegas, Mexico City and Shanghai—were included in Thorne’s 2025 partnership ecosystem.[32]
  • 5 college sports brands were included in Balance of Nature’s extended 2024 sponsorship agreement through Learfield.[33]
  • 25 million-plus digital impressions were included in Balance of Nature’s 2024 marketing partnership with Learfield.[33]
  • 1 multi-year partnership was announced between TurtleTree and Singapore-based Strive for precision-fermented lactoferrin in nutrition beverages in 2024.[34]
  • 2019 was the year Thorne’s partnership with UFC began, before its global renewal and expansion in 2025.[32]

07 Statistics

People & Workforce

The US dietary-supplement industry supported 616,762 total full-time-equivalent jobs in 2023, with $14.08 billion in wages tied to induced jobs.

Hiring in the food supplement industry

  • $14.08 billion in wages were associated with induced jobs supported by the United States dietary-supplement industry in 2023.[35]
  • 616,762 total full-time-equivalent jobs were supported by the United States dietary-supplement industry in 2023.[35]
  • 214,586 induced jobs were supported by the United States dietary-supplement industry in 2023.[35]
  • 266,342 Americans were directly employed by dietary-supplement manufacturers, ingredient suppliers, wholesalers, direct sellers and retailers in 2023.[35]
  • $11.75 billion in wages were associated with supplier jobs supported by the United States dietary-supplement industry in 2023.[35]

Employee retention in the food supplement industry

  • 16% of respondents in the 2025 beauty, wellness and supplements workforce survey cited company culture as their reason for leaving.[36]
  • 40% of respondents in the 2025 beauty, wellness and supplements workforce survey planned to switch jobs within the following year.[36]
  • 25% of respondents in the 2025 beauty, wellness and supplements workforce survey cited lack of career-growth opportunities as their reason for leaving.[36]
  • 29% of respondents in the 2025 beauty, wellness and supplements workforce survey cited compensation dissatisfaction as their reason for leaving.[36]
  • 6% of respondents in the 2025 beauty, wellness and supplements workforce survey cited work-life-balance issues as their reason for leaving.[36]

Remote Work in the healthcare services sector (sector benchmark)

  • Across U.S. health care and social assistance, 18% of full-time employees worked fully from home during December 2024–March 2025.[37]
  • Across U.S. medical groups, 18% of leaders expected their organization’s share of remote or hybrid jobs to decrease during 2024.[38]
  • Across U.S. medical groups, 22% of leaders expected their organization’s share of remote or hybrid jobs to increase during 2024.[38]
  • Across U.S. medical groups, 52% reported that 1%–25% of their workforce worked remotely at least 50% of the time.[38]

Hybrid Work in the healthcare services sector (sector benchmark)

  • Across U.S. healthcare support roles, 14% had part-time remote availability, equivalent to hybrid availability, in the 2022 McKinsey American Opportunity Survey.[38]
  • Across U.S. healthcare practitioners and technical roles, 16% had part-time remote availability, equivalent to hybrid availability, in the 2022 McKinsey American Opportunity Survey.[38]
  • Across U.S. health care and social assistance, 24% of full-time employees were in hybrid arrangements during December 2024–March 2025.[37]
  • About 6% of U.S. healthcare jobs were hybrid in a 2024 Robert Half survey cited by the Medical Group Management Association.[38]
  • About 12% of nonclinical healthcare administrative and customer-support jobs were hybrid in a 2024 Robert Half survey cited by the Medical Group Management Association.[38]

Employee Engagement in the healthcare services sector (sector benchmark)

  • Across U.S. healthcare workers, 78% believed their organization cared about their safety in 2024.[39]
  • U.S. registered nurses with low teamwork scores were 1.53 times more likely to leave their healthcare organization in 2024.[39]
  • Among U.S. healthcare advanced practice providers, 52% felt heard in 2024.[39]
  • Across 2.3 million U.S. healthcare workers, employee engagement declined by 0.02 points in 2024.[39]
  • Across NHS staff, the national staff-engagement theme score was 6.64 in the second quarter of 2024/25.[40]

Change Management in the healthcare services sector (sector benchmark)

  • Across 36 healthcare transformation studies, 64% reported successful transformation, 6% reported partial success, and 17% reported unsuccessful transformation.[41]
  • Across healthcare transformation studies using staff surveys, 78% reported successful transformation and 83% reported either success or partial success.[41]
  • Among Canadian healthcare transformation studies, 40% reported successful transformation and 60% reported either success or partial success.[41]
  • Among United Kingdom healthcare transformation studies, 67% reported successful transformation.[41]
  • Among U.S. healthcare transformation studies, 88% reported successful transformation.[41]

08 Statistics

Customer & Sales

Evidence and pricing directly shape purchase intent: 45% of U.S. adults cited lack of scientific evidence as a barrier in 2025.

Customer experience in the food supplement industry

  • 45% of U.S. adults cited a lack of scientific evidence as a barrier to buying niche supplements in 2025.[12]
  • 72% of European food supplement users found ingredient information on labels easy to understand in 2025.[42]
  • 70% of European food supplement buyers paid attention to vitamin and mineral levels per daily dose when purchasing in 2025.[42]
  • 58% of U.S. adults said niche supplements were too expensive in 2025, making price a leading customer-experience barrier.[12]
  • 78% of European food supplement buyers were confident in supplement safety and quality in 2025, across Belgium, Germany, Italy, Poland and Sweden.[42]

Customer acquisition in the food supplement industry

  • 27% of U.S. adults said they would purchase niche supplements from specialty nutrition stores in 2025.[12]
  • 41% of U.S. adults said they would purchase niche supplements from major retail chains in 2025.[12]
  • 39% of U.S. adults said they would purchase niche supplements from pharmacies in 2025.[12]
  • 77% of U.S. online supplement buyers had purchased supplements from Amazon during the previous year in 2023.[10]
  • 40% of U.S. adults said they would purchase niche supplements through online marketplaces such as Amazon in 2025.[12]

Customer loyalty in the food supplement industry

  • 82% of European food supplement users said supplements were important to them in 2025.[42]
  • 91% of U.S. dietary supplement users said supplements were essential to maintaining their health in 2024.[10]
  • 87% of Italian food supplement users said supplements were important to them in 2025.[42]
  • Nearly 80% of U.S. dietary supplement users preferred supplements over over-the-counter or prescription medicines whenever appropriate in 2024.[10]
  • 88% of Polish food supplement users said supplements were important to them in 2025, the highest rate among the surveyed countries.[42]

Lead generation in the food supplement industry

  • More than two-thirds of European consumers identified a doctor, healthcare professional or pharmacist as their main information source for food supplements in 2022.[43]
  • 33% of European food supplement users said healthcare-practitioner recommendations influenced the vitamin and mineral levels they selected in 2025.[42]
  • 34% of European food supplement users received a recommendation from a doctor or nurse in 2025, making healthcare practitioners the leading recommendation source.[42]
  • 46% of European consumers who had never taken supplements said a doctor or healthcare professional recommendation could make them reconsider in 2022.[43]
  • 32% of European food supplement users said their own research influenced the vitamin and mineral levels they selected in 2025.[42]

09 Statistics

Marketing & Brand

Healthcare recommendations remain a purchase lever in surveys, with 49% of U.S. adults saying doctor recommendations influence niche-supplement decisions in 2025.

Marketing in the food supplement industry

  • 30% of European food supplement users consumed supplements for specific health conditions in 2025.[42]
  • 49% of U.S. adults said doctor recommendations would influence their decision to buy niche supplements in 2025.[12]
  • 52% of European food supplement users consumed supplements to support immunity in 2025.[42]
  • 50% of U.S. adults said perceived health benefits would influence their decision to buy niche supplements in 2025.[12]
  • 47% of U.S. adults said price would influence their decision to buy niche supplements in 2025.[12]

Digital marketing in the food supplement industry

  • 52% of Gen X supplement users primarily obtained information from internet search engines in 2024.[44]
  • 2% of U.S. adults aged over 55 said they would buy niche supplements directly through social media platforms in 2025.[12]
  • 23% of U.S. online supplement buyers purchased supplements from online retailers other than Amazon during the previous year in 2023.[10]
  • 14% of U.S. adults aged 18–34 said they would buy niche supplements directly through social media platforms in 2025.[12]
  • 24% of Gen Z supplement users primarily obtained information from internet search engines in 2024.[44]

Branding in the food supplement industry

  • 54% of U.S. adults recognized collagen in 2025.[12]
  • 63% of U.S. adults recognized probiotics in 2025, making them the most recognized niche supplement category in the survey.[12]
  • 78% of European food supplement buyers were confident in supplement safety and quality in 2025.[42]
  • 54% of U.S. adults recognized turmeric or curcumin in 2025.[12]
  • 20% of U.S. adults said they did not trust supplement brands in 2025.[12]

Social media in the food supplement industry

  • 40% of Gen X supplement users primarily obtained information from YouTube in 2024.[44]
  • 52% of Gen Z supplement users primarily obtained information from YouTube in 2024.[44]
  • 13% of baby boomer supplement users primarily obtained information from YouTube in 2024.[44]
  • 47% of Gen Z supplement users primarily obtained information from TikTok in 2024.[44]
  • 8% of U.S. adults said social media and influencer endorsements would influence their niche-supplement purchase decisions in 2025.[12]

Influencer Marketing in the healthcare services sector (sector benchmark)

  • 38% of posts from U.S.-focused health and wellness influencers promoted a product, service or subscription in 2026.[45]
  • 50% of U.S. physicians surveyed had changed prescribing choices based on healthcare influencer or KOL content on social media in 2024.[46]
  • 8.57 million influencer posts about the health industry generated a 1.07% average engagement rate globally in 2023.[47]
  • 50% of healthcare and pharmaceutical marketers reported dedicated, growing creator/influencer budgets in 2026, compared with 58% globally.[48]
  • 92% of U.S.-focused health and wellness influencers included product or service promotions at least occasionally in 2026.[45]

10 Statistics

Operations & Execution

Inspection outcomes remain a compliance pressure point, with 49.1% of 800 dietary-supplement manufacturing facilities inspected in FDA fiscal 2025 receiving letters for current-GMP noncompliance.

Process optimization in the food supplement industry

  • 15% was Chromadex’s compound annual growth rate in gross profit from 2020 through 2024, reaching $61.6 million in 2024.[49]
  • 61.8% was Chromadex’s fiscal-2024 overall gross margin for a business supplying ingredients and branded dietary supplements.[49]
  • 13.1 percentage points was the increase in gross margin for a health-supplement powder-drink product line, from 31.6% in fiscal 2024 to 44.7% in fiscal 2025.[49]
  • 62% was the decrease in Vitanova’s sales and distribution expenses in the year ended April 30, 2026, mainly because of lower advertising expenses for dietary-supplement products.[49]
  • 30 basis points of Herbalife’s fourth-quarter 2024 gross-margin improvement came from lower input costs, mainly manufacturing efficiencies, in its global nutrition-products business.[50]

Operational efficiency in the food supplement industry

  • 77.9% was Herbalife’s 2024 gross-profit margin, compared with 76.5% in 2023, a 141-basis-point improvement in its nutrition-products business.[50]
  • 80 basis points was the manufacturing-efficiency-related input-cost contribution to Herbalife’s fourth-quarter 2024 gross-margin change when combined with pricing effects.[51]
  • 25.2% was biote’s 2025 adjusted-EBITDA margin, compared with 30.3% in the prior-year quarter, partly reflecting sales reorganization effects.[49]
  • 90 days is the FDA target for classifying human-drug CGMP inspections, while dietary-supplement inspections are managed under a separate Part 111 program.[52]
  • 27.8% was biote’s adjusted-EBITDA margin for 2025, compared with 29.5% in 2024, despite lower operating expenses after sales reorganization.[49]

Quality management in the food supplement industry

  • 5% of dietary-supplement manufacturing facilities are represented by FDA’s typical annual inspection volume, according to USP.[53]
  • 49.1% of 800 dietary-supplement manufacturing facilities inspected in FDA fiscal 2025 received letters indicating current-GMP noncompliance.[54]
  • 77% of U.S. adults in CRN’s 2026 survey said independent quality verification would increase their confidence in dietary supplements.[10]
  • 500 to 600 dietary-supplement inspections are conducted by FDA in a typical year, according to USP’s 2024 policy analysis.[53]
  • More than 50% of recently inspected dietary-supplement manufacturers had documented violations, according to USP’s 2024 policy position.[53]

Supply chain in the food supplement industry

  • $0.8 million was Chromadex’s bulk-ingredient inventory at December 31, 2024 for materials sold to dietary-supplement, food and beverage customers.[49]
  • 351,300 kilograms was the volume of bioactive food ingredients sold by one health-supplement company in the twelve months ended September 30, 2024.[49]
  • Six months was the inventory-supply level that the same supplement company evaluated for 2025 to buffer potential supply-chain disruptions.[49]
  • $7.9 million was Chromadex’s consumer-products inventory at December 31, 2024, including finished Tru Niagen dietary-supplement bottles and work in process.[49]
  • No importers reported supply constraints for the covered hard-empty-capsule products in 2024, according to the U.S. International Trade Commission.[55]

Outsourcing / Offshoring in the healthcare services sector (sector benchmark)

  • 43% of global healthcare providers used third-party providers for payroll services in 2024, based on a survey of 28 healthcare-provider executives.[56]
  • 29% of global healthcare providers used third-party providers for remote patient monitoring in 2024, based on a survey of 28 healthcare-provider executives.[56]
  • 18% of U.S. medical-group leaders planned to outsource or automate patient communications in contact centers in 2024, according to an MGMA poll with 262 responses.[38]
  • 46% of global healthcare providers used third-party providers for customer-experience services in 2024, based on a survey of 28 healthcare-provider executives.[56]
  • 20% of U.S. medical-group leaders planned to outsource or automate some revenue-cycle-management activities in 2024, according to an MGMA poll with 262 responses.[38]

11 Statistics

Finance & Pricing

Price sensitivity is quantifiable: 73% of U.S. adults said they would seek savings, reduce purchases or forgo buying supplements after a hypothetical 15% price increase.

Pricing strategy in the food supplement industry

  • 73% of U.S. adults said they would seek savings, reduce purchases or forgo buying supplements after a hypothetical 15% price increase.[10]
  • 9% of U.S. adults said they would pay more without other changes after a hypothetical 15% supplement price increase.[10]
  • $100 was the median monthly expenditure among U.S. supplement users purchasing products from healthcare professionals in CRN’s 2024 survey.[10]
  • $50 was the median monthly supplement expenditure reported by U.S. supplement users in CRN’s 2024 consumer survey.[10]
  • 121 basis points was the contribution of Herbalife price increases to its 2024 gross-margin improvement.[50]

Cost reduction in the food supplement industry

  • 30 basis points was Herbalife’s fourth-quarter 2024 gross-margin benefit from lower inventory write-downs.[50]
  • $4,766 was the reduction in Vitanova’s sales and distribution expenses for the year ended April 30, 2026, mainly from lower dietary-supplement advertising.[49]
  • 18 basis points was Herbalife’s 2024 gross-margin benefit from lower inventory write-downs.[50]
  • $80 million was Herbalife’s expected annual savings from its restructuring program beginning in 2025.[50]
  • $50 million of Herbalife restructuring savings had been realized during the twelve months ended December 31, 2024.[51]

Profitability in the food supplement industry

  • $9.8 million was LifeVantage’s fiscal-2025 net income, compared with $2.9 million in fiscal 2024.[57]
  • $12.2 million was LifeVantage’s fiscal-2025 operating income, compared with $4.3 million in fiscal 2024.[57]
  • 77.9% was Herbalife’s 2024 gross-profit margin, compared with 76.5% in 2023.[50]
  • 80.4% was LifeVantage’s fiscal-2025 gross margin, compared with 79.3% in fiscal 2024.[58]
  • 14.7% was Herbalife’s fourth-quarter 2024 net-income margin.[50]

Financial planning in the food supplement industry

  • $100.58 was the projected annual per-person cost of calcium-and-vitamin-D supplementation in 2025 in the same Frost & Sullivan analysis.[10]
  • $1.015 billion was the projected U.S. population cost of calcium-and-vitamin-D supplementation in 2026 in the Frost & Sullivan analysis.[10]
  • $0.976 billion was the projected U.S. population cost of calcium-and-vitamin-D supplementation in 2025 in a CRN-commissioned Frost & Sullivan analysis.[10]
  • $80 million was Herbalife’s projected annual restructuring savings beginning in 2025, providing a stated planning target for its nutrition-products business.[50]
  • 4.1% was the projected 2022–2030 compound annual growth rate for population calcium-and-vitamin-D supplementation costs in the Frost & Sullivan analysis.[10]

12 Statistics

Product & Service

Personalization demand shows up in consumer selection criteria: 69% of U.S. supplement users said a personalized regimen was important in 2024.

Product development in the food supplement industry

  • 23% of U.S. consumers said they were most attracted to ingredient combinations personalized to their individual needs in research on wellness foods and supplements.[13]
  • 31% of U.S. supplement consumers agreed that they were more likely to prioritize personalized wellness products or services, while 18% strongly agreed, in the cited consumer research.[14]
  • 2% of food and beverage brands said their product-development processes were fully digitized in 2025, according to a sector survey that includes food supplements.[11]
  • 69% of U.S. supplement users said a personalized regimen was important when selecting supplement products in the 2024 CRN consumer survey.[10]
  • 49% of U.S. millennials agreed that they were more likely to prioritize personalized wellness products or services, including 18% who strongly agreed.[14]

Product lifecycle in the food supplement industry

  • 77% of consumers in a 2026 U.S. survey said independent verification that supplement products meet quality standards would increase their confidence.[10]
  • 30.9% was the median 12-month repeat-purchase rate for health-food and supplement stores on Shopify from September 2025 through August 2026.[18]
  • 65% of global consumer-packaged-goods launches in the first five months of 2024 were renovation launches, including reformulations, line extensions, packaging changes or relaunches.[59]
  • 35% of global consumer-packaged-goods launches in the first five months of 2024 were classified as genuinely new products.[59]
  • 17.8% was the active-churn rate for supplement subscriptions in Recharge platform data covering July 2025 through June 2026.[20]

After-sales in the food supplement industry

  • 42% of consumers who purchased a supplement through the practitioner channel continued purchasing that supplement through the same channel after the initial purchase.[60]
  • 45% of U.S. adults identified a lack of scientific evidence as a barrier to using niche supplements.[12]
  • 73% of U.S. adults said they would seek savings, reduce purchases or forgo buying supplements if prices rose by 15%.[10]
  • 34% of U.S. adults said they distrusted influencers and social-media claims about supplements, rising to 41% among men.[12]
  • 20% of U.S. adults said they did not trust supplement brands in a 2025 YouGov survey.[12]

Value proposition in the food supplement industry

  • 74% of U.S. adults expressed confidence that dietary supplements are generally effective for their intended purposes.[10]
  • 76% of U.S. adults said FDA product listing would increase their confidence in the supplement marketplace at least somewhat.[10]
  • 49% of U.S. adults said doctor recommendations would influence their decision to buy niche supplements.[12]
  • 81% of U.S. adults said scientific evidence was very or somewhat important when deciding whether a supplement was right for them in 2026.[10]
  • 77% of U.S. adults said stronger enforcement against illegal, contaminated or misleading supplements would increase their confidence at least somewhat.[10]

13 Statistics

Sustainability & Ethics

Sustainability messaging is operationally specific in brand reporting, including NOW’s statement that 90% of bottles were made from 100% post-consumer recycled resin as of December 2025.

Sustainability in the food supplement industry

  • 81% of supplement companies said their sustainability objectives addressed responsible sourcing in the supply chain in 2023.[61]
  • 84% of supplement companies said their sustainability objectives addressed minimising food and packaging waste in 2023.[61]
  • 57% of USANA’s operational waste was diverted away from landfills in 2024.[11]
  • 86% of supplement companies said their sustainability objectives addressed responsible marketing and labelling in 2023.[61]
  • 56% of 335 supplement companies in more than 25 countries said environmental sustainability was highly relevant to their company in 2023.[61]

ESG in the food supplement industry

  • USANA launched seven new products in 2024.[11]
  • USANA invested $11.6 million in research and development in 2024.[11]
  • 84% of USANA employees participated positively in the company’s global employee-engagement survey in 2024.[11]
  • 12.3 million meals were provided through the USANA Foundation in 2024.[11]
  • 51% of USANA leadership positions were held by women in 2024.[11]

Ethics in the food supplement industry

  • 13 of 113 supplement companies studied in Spain had issued transparency reports during 2017–2021.[62]
  • 83.5% of supplement companies studied in Spain omitted empirical evidence from their corporate websites during 2017–2021.[62]
  • 61.2% of 103 supplement companies studied in Spain did not declare themselves socially responsible on their websites during 2017–2021.[62]
  • 19.4% of supplement companies studied in Spain provided insufficient product information on their websites during 2017–2021.[62]
  • More than 175 companies belonged to the Council for Responsible Nutrition and agreed to follow its Code of Ethics as of 2026.[10]

CSR in the food supplement industry

  • Dabur spent 33.40 crore rupees on CSR initiatives in fiscal year 2022–23.[63]
  • 2,768,750 people benefited from Dabur’s development interventions in fiscal year 2022–23.[63]
  • Dabur generated 1.38 billion digital-video views in fiscal year 2022–23.[63]
  • USANA provided $1.1 million in total global aid in 2025.[64]
  • Dabur created 2,118 digital-video pieces in fiscal year 2022–23.[63]

Circular economy in the food supplement industry

  • 90% of NOW supplement bottles were made from 100% post-consumer recycled resin as of December 2025.[65]
  • USANA saved the equivalent of 300,319 supplement bottles of plastic by moving selected products to smaller bottles in 2024.[11]
  • 43% of IADSA survey respondents said minimising food and packaging waste was reflected in their sustainability objectives to some extent in 2023.[61]
  • NOW began replacing standard PET supplement bottles with post-consumer recycled resin in 2023.[65]
  • 41% of IADSA survey respondents said minimising food and packaging waste was reflected in their sustainability objectives to a great extent in 2023.[61]

Carbon footprint in the food supplement industry

  • 89% of Pharmia’s carbon emissions came from purchased packaging, ingredients and services in 2023.[66]
  • Ingredients accounted for 51.3% of Pharmia’s carbon footprint in 2023.[66]
  • Packaging accounted for 24.6% of Pharmia’s carbon footprint in 2023.[66]
  • Pharmia’s total carbon footprint was 3,966 tonnes of CO2e in 2023.[66]
  • Pharmia’s Scope 2 emissions were 340 tonnes of CO2e in 2023.[66]

15 Statistics

Globalization & Expansion

Regional channel mix is measurable in Europe: e-commerce accounted for 6.2% of retail share for vitamins and dietary supplements in 2022.

Globalization in the food supplement industry

  • 11% is the approximate projected 2024–2029 CAGR for India’s vitamin and nutritional supplements market.[72]
  • $53.9 billion was the North American dietary supplements market value in 2024.[25]
  • 9.4% is the projected 2025–2034 CAGR for the Asia-Pacific dietary supplements market.[25]
  • 10% is the approximate projected 2024–2029 CAGR for Malaysia’s vitamin and nutritional supplements market.[72]
  • 8.2% is the projected 2025–2034 CAGR for the North American dietary supplements market.[25]

Cultural adaptation in the food supplement industry

  • 72% of surveyed Italian consumers purchased food supplements containing vitamins or minerals in the six months before the 2025 survey.[42]
  • 18% of surveyed supplement buyers purchased vitamins or minerals for a partner.[42]
  • 66% of surveyed Polish consumers purchased food supplements containing vitamins or minerals in the six months before the 2025 survey.[42]
  • 4% of surveyed supplement buyers purchased vitamins or minerals for a parent.[42]
  • 55% of surveyed consumers across Belgium, Germany, Italy, Poland and Sweden purchased food supplements in the six months before the 2025 survey.[42]

Supplier management in the food supplement industry

  • 3 product categories—plant protein, probiotics and hydration products—were listed among Reliance Vitamin’s private-label and co-manufactured offerings in 2024.[73]
  • More than $13 per pound was the reported U.S. trading price of 80%-protein whey concentrate in 2025.[24]
  • $20 million was the enterprise value of TopGum Industries’ 2025 acquisition of Island Abbey Nutritionals, a Canadian supplement-gummy contract manufacturer.[28]
  • 250% was the year-over-year increase in the U.S. price of 80%-protein whey concentrate reported in 2025, affecting supplement manufacturers using the ingredient.[24]
  • 4 manufacturing formats—capsules, gummies, powders and liquids—were covered by Somafina’s combined production capabilities after acquiring UST in 2024.[11]

Stakeholder management in the food supplement industry

  • 5 European countries—Belgium, Germany, Italy, Poland and Sweden—were represented in AESGP’s 2025 supplement consumer survey.[42]
  • 1,200 respondents per country participated in the 2025 AESGP food-supplement consumer survey.[42]
  • Since 2019, Thorne has been a UFC partner, continuing as official sports-performance nutrition partner in 2025.[32]
  • 5 U.S. college sports brands were included in Balance of Nature’s extended 2024 sponsorship agreement with Learfield.[33]
  • 95% was the incidence rate reported for eligible supplement purchasers in AESGP’s 2025 European consumer survey.[42]

Distribution channels in the food supplement industry

  • 58.3% was the pharmacy share of European vitamins and dietary supplement retail channels in 2022.[74]
  • 6.2% was the retail-e-commerce share of European vitamins and dietary supplement retail channels in 2022.[74]
  • 16.1% was the direct-selling share of European vitamins and dietary supplement retail channels in 2022.[74]
  • 25% of food-supplement consumers in the cited 2025 sector survey identified grocery stores as a place of purchase.[14]
  • 20% of U.S. supplement consumers in the 2026 consumer survey primarily purchased supplements from Amazon.[22]

Key questions about the food supplement industry

What is the size of the global food supplements market in 2025?
The global food supplements market reached approximately $238.5 billion in 2025.
How fast is the market expected to grow after 2025?
The global market is forecast to grow from $238.5 billion in 2025 to $335.8 billion in 2030, representing a 7.1% CAGR. Grand View Research estimates a higher 9.5% CAGR for 2026–2033.
Which companies lead the food supplement industry?
Otsuka Holdings stands out for nutraceutical-scale execution because it reported ¥577.6 billion in 2025 nutraceutical revenue, while dsm-firmenich focuses on supplement ingredients since its 2025 dietary-supplements and I-Health sales were €846 million.
What technology shifts show up most clearly in the supplement sector?
About 90% of surveyed global healthcare C-suite executives expected digital technology use to accelerate in 2025, including 50% anticipating a significant impact. In the UK and US, 64% of supplement users agreed AI was generally positive for humanity in 2024.
How concentrated is the European market among manufacturers and distributors?
A 2026 AESGP-EPPA study found participating manufacturers and distributors represented approximately 65% of the EEA food supplements market.
What is a key compliance timeline for new dietary ingredients in the US?
In October 2026, the US FDA issued final guidance stating manufacturers or distributors introducing a new dietary ingredient must generally submit a notification at least 75 days before introducing the product into interstate commerce.
Reference

Cite This Report

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APA
Samuel Norberg. (2026, November 11). Food Supplement Industry Statistics. Gitnux. https://gitnux.org/food-supplement-industry-statistics
MLA
Samuel Norberg. "Food Supplement Industry Statistics." Gitnux, 11 Nov 2026, https://gitnux.org/food-supplement-industry-statistics.
Chicago
Samuel Norberg. 2026. "Food Supplement Industry Statistics." Gitnux. https://gitnux.org/food-supplement-industry-statistics.

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