GITNUXREPORT 2025

Hr In The Supplement Industry Statistics

HR drives industry growth amid evolving supplement consumer preferences, innovation.

Jannik Linder

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

First published: April 29, 2025

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Statistic 1

Approximately 77% of U.S. adults take dietary supplements regularly

Statistic 2

Millennials are the largest consumer group of dietary supplements, representing 35% of overall users in the U.S.

Statistic 3

About 45% of supplement users read the ingredient list before purchasing, indicating transparency concerns

Statistic 4

The prevalence of supplement use is higher among women, with 78% of women reporting regular usage compared to 75% of men

Statistic 5

The gender gap in supplement use is narrowing, with a 5% increase in male users over the past three years

Statistic 6

The most common reason cited by consumers for taking supplements is overall health and wellness, at 68%

Statistic 7

Dietary supplement usage is higher among urban populations (around 80%) compared to rural populations, at 60%, due to access and awareness

Statistic 8

The average spend per person on dietary supplements in the U.S. is approximately $62 annually

Statistic 9

The majority of supplement consumers are male in the age group 50-65, representing approximately 40% of that demographic segment

Statistic 10

In 2022, 35% of supplement consumers reported trying new supplement brands in the past year, indicating high brand switching rates

Statistic 11

Nearly 50% of supplement consumers use multiple types of supplements simultaneously, often combining vitamins, minerals, and herbal products

Statistic 12

The majority of supplement consumers prefer purchasing from online platforms, with 60% of users citing convenience as a primary reason

Statistic 13

About 58% of supplement consumers look for certifications such as GMP or NSF to ensure product quality

Statistic 14

Personalized nutrition is identified as a key growth area, with 40% of supplement companies investing in tailored products

Statistic 15

The majority of consumers are willing to pay a premium for clean-label, organic, or sustainably sourced supplements, with 60% indicating willingness

Statistic 16

The majority of supplement consumers (about 65%) prefer capsules over powders or liquids due to convenience

Statistic 17

Ingredient innovation is a priority for 70% of supplement manufacturers aiming to differentiate their products

Statistic 18

Consumers increasingly prefer plant-based and organic supplements, leading to a 9% annual growth in this category

Statistic 19

Consumer trust in supplement brands with transparent labeling increased by 20% over the past three years, indicating higher demand for honesty

Statistic 20

The use of digital marketing, including social media influencers, has increased the visibility of supplement brands by over 40% since 2020

Statistic 21

The majority of new supplement formulations include adaptogens, which grew by 14% in popularity in 2022, reflecting stress management trends

Statistic 22

Heavy marketing on social media platforms by supplement brands has increased consumer engagement rates by over 35% in the last two years

Statistic 23

The number of certifications such as USDA Organic and Non-GMO for supplement products increased by 20% since 2020, reflecting consumer demand for clean-label products

Statistic 24

The global dietary supplements market was valued at approximately $140.3 billion in 2022

Statistic 25

The supplement industry is projected to grow at a compound annual growth rate (CAGR) of 8.6% from 2023 to 2030

Statistic 26

The gluten-free supplement segment has seen a 15% CAGR over the past five years due to increased gluten sensitivity awareness

Statistic 27

E-commerce sales of supplements increased by 25% in 2022 compared to 2021

Statistic 28

The global probiotics market size was valued at $73.7 billion in 2020 and is expected to grow significantly

Statistic 29

The percentage of supplement companies employing direct-to-consumer (DTC) marketing strategies increased by 30% from 2019 to 2022

Statistic 30

The herbal supplement segment has grown by 7.4% annually over the past five years, outpacing the overall supplement industry growth

Statistic 31

The U.S. dietary supplements market generated approximately $47 billion in retail sales in 2022

Statistic 32

The majority of supplement sales occur during the first quarter of the year, driven by New Year’s health resolutions

Statistic 33

The plant-based supplement segment grew by 12% in 2022, reflecting rising consumer interest in natural products

Statistic 34

Childhood supplement intake increased by 10% in the last five years, driven by parental awareness of immune health

Statistic 35

The private label supplement segment accounts for approximately 30% of total sales, with growth driven by retailer branding strategies

Statistic 36

The herbal supplement category is projected to reach $27 billion globally by 2025, indicating rapid growth

Statistic 37

The dietary supplement industry spends over $500 million annually on advertising and marketing

Statistic 38

The supply chain disruptions in 2021 led to a 15% increase in supplement prices worldwide

Statistic 39

The global protein supplement market is expected to reach $15.6 billion by 2026, with a CAGR of 7.3%

Statistic 40

The COVID-19 pandemic resulted in a 20% increase in supplement sales globally, mainly driven by immune health products

Statistic 41

Sales of collagen supplements grew by 22% in 2022, making it one of the fastest-growing segments in the industry

Statistic 42

The pet supplement market is growing rapidly, with an estimated CAGR of over 15%, reaching $1.8 billion by 2025

Statistic 43

The number of new supplement product launches increased by 12% in 2022, reflecting industry innovation

Statistic 44

The e-supplement market is projected to be valued at over $130 billion by 2027, growing at a CAGR of 10%

Statistic 45

The plant-based protein supplement segment is expected to reach $4.8 billion by 2025, with a CAGR of 9.7%, indicating rising vegan and vegetarian preferences

Statistic 46

The investment in supplement R&D by industry leaders increased by 15% in 2022, emphasizing innovation

Statistic 47

The growth of personalized supplement services has increased the industry's revenue by 12% annually, as consumers seek tailored health solutions

Statistic 48

The increasing awareness of mental health has boosted demand for mood-enhancing supplements, with a 10% growth in 2022

Statistic 49

The global magnesium supplement market is projected to grow at a CAGR of 7.8% and reach $1.2 billion by 2027, driven by increased awareness of magnesium’s health benefits

Statistic 50

The herbal supplement segment is projected to grow at a CAGR of 7.4% from 2021 to 2028, reflecting significant consumer interest

Statistic 51

The global market for collagen supplements is expected to grow at a CAGR of 9.4% between 2023 and 2030, reaching over $7 billion

Statistic 52

The adoption of clean-label supplements has increased industry revenue by approximately 8% annually, indicating consumers’ focus on ingredient transparency

Statistic 53

Sports nutrition supplements hold approximately 20% of the total supplement market share

Statistic 54

The supplement industry employs more than 20,000 people globally, with significant employment in R&D and manufacturing

Statistic 55

The majority of dietary supplement companies (over 65%) are small to medium-sized enterprises (SMEs), indicating a fragmented industry landscape

Statistic 56

Around 85% of supplement products globally are manufactured in Asia, primarily in China and India

Statistic 57

The U.S. military has invested in developing military-grade nutritional supplements, expanding the industry’s reach into tactical nutrition

Statistic 58

The supplement industry’s regulatory environment varies by country, with stricter regulations in Europe compared to the U.S., influencing product development and marketing strategies

Statistic 59

The most common form of dietary supplement consumed worldwide is the capsule, followed by tablets and powders, with capsules holding around 50% market share

Statistic 60

Approximately 60% of global supplement sales are concentrated in North America and Europe, showing regional dominance

Statistic 61

The OTC (over-the-counter) supplement market is valued at over $25 billion worldwide, reflecting widespread accessibility

Statistic 62

The average lifespan of a supplement product from development to market is approximately 18 months, highlighting lengthy R&D cycles

Statistic 63

The most popular supplement category among consumers is vitamins and minerals, accounting for over 50% of supplement sales

Statistic 64

About 35% of supplement products sold are formulated for specific health conditions, including joint health, heart health, and immune support

Statistic 65

The herbal supplement segment sees a higher profit margin (around 25%) compared to other supplement categories, due to premium pricing and consumer loyalty

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Sources

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Key Highlights

The global dietary supplements market was valued at approximately $140.3 billion in 2022
The supplement industry is projected to grow at a compound annual growth rate (CAGR) of 8.6% from 2023 to 2030
Approximately 77% of U.S. adults take dietary supplements regularly
The most popular supplement category among consumers is vitamins and minerals, accounting for over 50% of supplement sales
Millennials are the largest consumer group of dietary supplements, representing 35% of overall users in the U.S.
The gluten-free supplement segment has seen a 15% CAGR over the past five years due to increased gluten sensitivity awareness
E-commerce sales of supplements increased by 25% in 2022 compared to 2021
The majority of supplement consumers prefer purchasing from online platforms, with 60% of users citing convenience as a primary reason
The global probiotics market size was valued at $73.7 billion in 2020 and is expected to grow significantly
Sports nutrition supplements hold approximately 20% of the total supplement market share
The percentage of supplement companies employing direct-to-consumer (DTC) marketing strategies increased by 30% from 2019 to 2022
About 45% of supplement users read the ingredient list before purchasing, indicating transparency concerns
The herbal supplement segment has grown by 7.4% annually over the past five years, outpacing the overall supplement industry growth

With the dietary supplements market soaring to an estimated $140 billion globally and poised for continued rapid growth, human resources professionals are increasingly vital in driving innovation, ensuring quality, and shaping a competitive landscape in the thriving supplement industry.

Consumer Demographics and Usage Patterns

Approximately 77% of U.S. adults take dietary supplements regularly
Millennials are the largest consumer group of dietary supplements, representing 35% of overall users in the U.S.
About 45% of supplement users read the ingredient list before purchasing, indicating transparency concerns
The prevalence of supplement use is higher among women, with 78% of women reporting regular usage compared to 75% of men
The gender gap in supplement use is narrowing, with a 5% increase in male users over the past three years
The most common reason cited by consumers for taking supplements is overall health and wellness, at 68%
Dietary supplement usage is higher among urban populations (around 80%) compared to rural populations, at 60%, due to access and awareness
The average spend per person on dietary supplements in the U.S. is approximately $62 annually
The majority of supplement consumers are male in the age group 50-65, representing approximately 40% of that demographic segment
In 2022, 35% of supplement consumers reported trying new supplement brands in the past year, indicating high brand switching rates
Nearly 50% of supplement consumers use multiple types of supplements simultaneously, often combining vitamins, minerals, and herbal products

Consumer Demographics and Usage Patterns Interpretation

With approximately 77% of U.S. adults embracing dietary supplements—primarily urban Millennials seeking health and wellness—it's clear that transparency and trust are now as vital as the ingredients themselves in this rapidly evolving industry.

Emerging Trends and Consumer Preferences

The majority of supplement consumers prefer purchasing from online platforms, with 60% of users citing convenience as a primary reason
About 58% of supplement consumers look for certifications such as GMP or NSF to ensure product quality
Personalized nutrition is identified as a key growth area, with 40% of supplement companies investing in tailored products
The majority of consumers are willing to pay a premium for clean-label, organic, or sustainably sourced supplements, with 60% indicating willingness
The majority of supplement consumers (about 65%) prefer capsules over powders or liquids due to convenience
Ingredient innovation is a priority for 70% of supplement manufacturers aiming to differentiate their products
Consumers increasingly prefer plant-based and organic supplements, leading to a 9% annual growth in this category
Consumer trust in supplement brands with transparent labeling increased by 20% over the past three years, indicating higher demand for honesty
The use of digital marketing, including social media influencers, has increased the visibility of supplement brands by over 40% since 2020
The majority of new supplement formulations include adaptogens, which grew by 14% in popularity in 2022, reflecting stress management trends
Heavy marketing on social media platforms by supplement brands has increased consumer engagement rates by over 35% in the last two years
The number of certifications such as USDA Organic and Non-GMO for supplement products increased by 20% since 2020, reflecting consumer demand for clean-label products

Emerging Trends and Consumer Preferences Interpretation

As supplement consumers increasingly prioritize convenience, transparency, and personalized, organic options—fueling a digital-driven market that values certifications and innovation—industry players must adapt swiftly or risk being left behind in a sea of capsules, clean labels, and social media buzz.

Market Growth and Revenue Trends

The global dietary supplements market was valued at approximately $140.3 billion in 2022
The supplement industry is projected to grow at a compound annual growth rate (CAGR) of 8.6% from 2023 to 2030
The gluten-free supplement segment has seen a 15% CAGR over the past five years due to increased gluten sensitivity awareness
E-commerce sales of supplements increased by 25% in 2022 compared to 2021
The global probiotics market size was valued at $73.7 billion in 2020 and is expected to grow significantly
The percentage of supplement companies employing direct-to-consumer (DTC) marketing strategies increased by 30% from 2019 to 2022
The herbal supplement segment has grown by 7.4% annually over the past five years, outpacing the overall supplement industry growth
The U.S. dietary supplements market generated approximately $47 billion in retail sales in 2022
The majority of supplement sales occur during the first quarter of the year, driven by New Year’s health resolutions
The plant-based supplement segment grew by 12% in 2022, reflecting rising consumer interest in natural products
Childhood supplement intake increased by 10% in the last five years, driven by parental awareness of immune health
The private label supplement segment accounts for approximately 30% of total sales, with growth driven by retailer branding strategies
The herbal supplement category is projected to reach $27 billion globally by 2025, indicating rapid growth
The dietary supplement industry spends over $500 million annually on advertising and marketing
The supply chain disruptions in 2021 led to a 15% increase in supplement prices worldwide
The global protein supplement market is expected to reach $15.6 billion by 2026, with a CAGR of 7.3%
The COVID-19 pandemic resulted in a 20% increase in supplement sales globally, mainly driven by immune health products
Sales of collagen supplements grew by 22% in 2022, making it one of the fastest-growing segments in the industry
The pet supplement market is growing rapidly, with an estimated CAGR of over 15%, reaching $1.8 billion by 2025
The number of new supplement product launches increased by 12% in 2022, reflecting industry innovation
The e-supplement market is projected to be valued at over $130 billion by 2027, growing at a CAGR of 10%
The plant-based protein supplement segment is expected to reach $4.8 billion by 2025, with a CAGR of 9.7%, indicating rising vegan and vegetarian preferences
The investment in supplement R&D by industry leaders increased by 15% in 2022, emphasizing innovation
The growth of personalized supplement services has increased the industry's revenue by 12% annually, as consumers seek tailored health solutions
The increasing awareness of mental health has boosted demand for mood-enhancing supplements, with a 10% growth in 2022
The global magnesium supplement market is projected to grow at a CAGR of 7.8% and reach $1.2 billion by 2027, driven by increased awareness of magnesium’s health benefits
The herbal supplement segment is projected to grow at a CAGR of 7.4% from 2021 to 2028, reflecting significant consumer interest
The global market for collagen supplements is expected to grow at a CAGR of 9.4% between 2023 and 2030, reaching over $7 billion
The adoption of clean-label supplements has increased industry revenue by approximately 8% annually, indicating consumers’ focus on ingredient transparency

Market Growth and Revenue Trends Interpretation

With the dietary supplements industry soaring past $140 billion and embracing innovation, transparency, and personalized health—much like a health-conscious consumer, it’s clear this sector is not just growing, but thriving on a recipe of savvy marketing, rising awareness, and a hefty dash of consumer trust.

Market Segments and Product Types

Sports nutrition supplements hold approximately 20% of the total supplement market share
The supplement industry employs more than 20,000 people globally, with significant employment in R&D and manufacturing
The majority of dietary supplement companies (over 65%) are small to medium-sized enterprises (SMEs), indicating a fragmented industry landscape
Around 85% of supplement products globally are manufactured in Asia, primarily in China and India
The U.S. military has invested in developing military-grade nutritional supplements, expanding the industry’s reach into tactical nutrition
The supplement industry’s regulatory environment varies by country, with stricter regulations in Europe compared to the U.S., influencing product development and marketing strategies
The most common form of dietary supplement consumed worldwide is the capsule, followed by tablets and powders, with capsules holding around 50% market share
Approximately 60% of global supplement sales are concentrated in North America and Europe, showing regional dominance
The OTC (over-the-counter) supplement market is valued at over $25 billion worldwide, reflecting widespread accessibility
The average lifespan of a supplement product from development to market is approximately 18 months, highlighting lengthy R&D cycles

Market Segments and Product Types Interpretation

Despite commanding only 20% of the market and often relying on Asia's manufacturing muscle, the supplement industry’s fragmented landscape, diverse regulatory environments, and military-backed innovations underscore a multimillion-dollar quest for consumer health—all while capsules dominate shelf space and product lifespans stretch beyond a year.

Popular Supplement Categories and Segments

The most popular supplement category among consumers is vitamins and minerals, accounting for over 50% of supplement sales
About 35% of supplement products sold are formulated for specific health conditions, including joint health, heart health, and immune support
The herbal supplement segment sees a higher profit margin (around 25%) compared to other supplement categories, due to premium pricing and consumer loyalty

Popular Supplement Categories and Segments Interpretation

With over half of supplement sales dominated by vitamins and minerals, a substantial 35% tailored to specific health needs, and herbal supplements reaping higher profits through premium pricing and loyalty, the industry’s keen focus on targeted wellness and brand loyalty underscores a health-conscious market that values both science and prestige.