GITNUXREPORT 2026

Marketing In The Supplement Industry Statistics

Supplement marketing heavily shifted to digital channels and influencer partnerships in 2023.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

Our Commitment to Accuracy

Rigorous fact-checking · Reputable sources · Regular updatesLearn more

Statistic 1

The global dietary supplements market advertising spend reached $4.5 billion in 2023, with digital channels accounting for 65% of total expenditure.

Statistic 2

U.S. supplement brands allocated 28% of their marketing budget to paid search ads in 2022, generating 42% of new customer acquisitions.

Statistic 3

Influencer marketing for supplements grew by 35% YoY in 2023, with brands spending an average of $150,000 per campaign on top creators.

Statistic 4

Email marketing ROI for supplement companies averaged 42:1 in 2023, compared to 15:1 for social media ads.

Statistic 5

PPC advertising costs per click for supplement keywords rose 22% in 2023 to $3.47 average CPC.

Statistic 6

Supplement industry TV ad spend in the US hit $850 million in 2022, targeting adults over 50 primarily.

Statistic 7

Native advertising partnerships drove 18% of supplement e-commerce traffic in 2023, with CPM rates at $12.50.

Statistic 8

Affiliate marketing commissions for supplements averaged 25-40% of sale value in 2023 across networks like ShareASale.

Statistic 9

Programmatic display ads for supplements achieved a 0.87% CTR in Q4 2023, above industry average of 0.46%.

Statistic 10

Out-of-home (OOH) advertising spend by supplement brands increased 15% in 2023 to $120 million in North America.

Statistic 11

Video ad completion rates for supplement pre-rolls on YouTube reached 78% in 2023 for top performers.

Statistic 12

Retargeting ads converted 5.2x better than cold traffic for supplement sales funnels in 2023.

Statistic 13

Supplement brands' Google Ads ROAS averaged 4.1x in 2023 for health and wellness keywords.

Statistic 14

Facebook ad spend on supplements surged 40% in 2023 amid algorithm favoring health content.

Statistic 15

Print media ad spend declined 12% YoY for supplements to $250 million in 2023.

Statistic 16

Podcast sponsorships for supplement brands grew to $75 million in ad spend in 2023.

Statistic 17

TikTok ad spend by supplement marketers hit $300 million globally in 2023.

Statistic 18

LinkedIn ads for B2B supplement sales achieved 3.2% CTR in 2023 for professional audiences.

Statistic 19

Amazon DSP ad spend for supplements reached $500 million in 2023, driving 22% of sales.

Statistic 20

Snapchat AR filter ads boosted supplement engagement by 250% in trials during 2023.

Statistic 21

Supplement email list growth via lead magnets averaged 15% monthly in high-performing campaigns of 2023.

Statistic 22

72% of supplement purchases in 2023 were influenced by online reviews and testimonials in acquisition funnels.

Statistic 23

Cart abandonment rate for supplement e-commerce averaged 68.8% in 2023, with recovery emails reclaiming 12%.

Statistic 24

Referral programs increased customer acquisition cost efficiency by 37% for supplement DTC brands in 2023.

Statistic 25

41% of new supplement customers came from organic search in 2023, per Google Analytics data.

Statistic 26

Loyalty programs retained 65% of acquired supplement customers, reducing CAC by 25% in 2023.

Statistic 27

UGC campaigns drove 28% higher acquisition rates than branded content for supplements in 2023.

Statistic 28

Average customer acquisition cost (CAC) for supplement DTC brands was $45 in 2023.

Statistic 29

55% of supplement trials converted to subscribers via free sample acquisition tactics in 2023.

Statistic 30

SMS marketing acquired 19% more customers at 30% lower cost than email for supplements in 2023.

Statistic 31

Facebook Lead Ads generated 2.3x more qualified leads for supplement webinars in 2023.

Statistic 32

67% of supplement buyers under 35 were acquired via short-form video content in 2023.

Statistic 33

Retargeting emails recovered 15.7% of abandoned carts for supplements in 2023 benchmarks.

Statistic 34

Partnership webinars with health influencers acquired 12,000 subscribers per event avg. for supplements in 2023.

Statistic 35

Quiz funnels increased email sign-ups by 400% for personalized supplement recommendations in 2023.

Statistic 36

Email open rates for supplement newsletters averaged 28.5% in 2023 benchmarks.

Statistic 37

Personalized supplement email campaigns saw 29% higher click rates in 2023.

Statistic 38

Abandoned cart emails recovered $4.20 revenue per recipient for supplements 2023.

Statistic 39

Welcome series emails converted 55% of new subscribers to buyers in supplement funnels 2023.

Statistic 40

Supplement re-engagement emails had 15.2% open rates for lapsed customers 2023.

Statistic 41

A/B tested subject lines increased supplement email opens by 22% avg. in 2023.

Statistic 42

SMS open rates for supplement promos hit 98% with 36% CTR in 2023.

Statistic 43

Segmented list emails delivered 760% higher revenue for supplements vs. broadcasts 2023.

Statistic 44

Holiday email campaigns for supplements generated 30% of annual revenue in Q4 2023.

Statistic 45

User-generated content in emails boosted supplement clicks by 28% in 2023 tests.

Statistic 46

Automation flows accounted for 62% of supplement email revenue in 2023.

Statistic 47

Mobile-optimized supplement emails saw 14% higher conversion rates 2023.

Statistic 48

Review request emails increased supplement repeat purchases by 19% in 2023.

Statistic 49

Win-back campaigns recovered 12% of churned supplement customers 2023.

Statistic 50

Educational newsletter series grew supplement LTV by 35% over 6 months 2023.

Statistic 51

Supplement micro-influencers (10k-50k followers) delivered 7.5% engagement rates on Instagram 2023.

Statistic 52

68% of supplement brands partnered with influencers for product launches in 2023, up 20% YoY.

Statistic 53

Average cost per Instagram post from fitness influencers for supplements was $2,500 in 2023.

Statistic 54

Influencer-driven supplement sales ROI averaged 11.4x in 2023 per Traackr data.

Statistic 55

42% of Gen Z supplement buyers discovered brands via TikTok influencers in 2023.

Statistic 56

Nano-influencers (<10k followers) converted 8x better for supplements than mega-influencers 2023.

Statistic 57

Sponsored YouTube supplement reviews generated 25% higher trust scores than brand ads 2023.

Statistic 58

Supplement affiliate influencers earned avg. $50k/year from commissions in 2023 top earners.

Statistic 59

55% of influencer contracts for supplements included performance-based bonuses in 2023.

Statistic 60

Fitness influencers drove 30% of protein supplement sales via Instagram Stories 2023.

Statistic 61

Long-term ambassador programs for supplements retained 40% higher LTV in 2023.

Statistic 62

TikTok Shop influencers sold $1.2 billion in supplements via live streams 2023.

Statistic 63

29% of supplement influencer posts disclosed #ad in 2023, per FTC compliance checks.

Statistic 64

Celebrity endorsements boosted supplement stock prices by avg. 12% post-announcement 2023.

Statistic 65

The supplement industry faced 1,200 FTC warning letters for deceptive marketing claims in 2023.

Statistic 66

45% of supplement ads were flagged for unapproved health claims by FDA in 2023 inspections.

Statistic 67

EU regulations required 92% of supplement marketing materials to include disclaimers in 2023.

Statistic 68

33% reduction in fines for compliant supplement email marketing post-GDPR in 2023.

Statistic 69

ASA upheld 150 complaints against misleading supplement influencer posts in UK 2023.

Statistic 70

California's Prop 65 compliance affected 60% of supplement labels and marketing in 2023.

Statistic 71

78% of supplement brands updated websites for DSHEA compliance in 2023 audits.

Statistic 72

FTC's "Endorsement Guides" cited in 200 enforcement actions against supplements 2023.

Statistic 73

Brazil's ANVISA banned 25% of imported supplement ads for non-compliance 2023.

Statistic 74

52% of supplement claims required substantiation per NAD decisions in 2023.

Statistic 75

Email opt-in rates dropped 18% due to CAN-SPAM violations fines in supplements 2023.

Statistic 76

67% of social ads for supplements needed #ad disclosures per platform policies 2023.

Statistic 77

Australia TGA rejected 40% of supplement health claims in marketing approvals 2023.

Statistic 78

CCPA compliance led to 22% more data deletion requests from supplement customers 2023.

Statistic 79

91% of compliant supplement packaging reduced return rates by 14% in 2023.

Statistic 80

Digital ad platforms suspended 12,000 supplement accounts for policy violations 2023.

Statistic 81

Supplement blogs ranked for 1,500+ keywords generated 25% organic traffic in 2023.

Statistic 82

Content marketing drove 3x more leads than paid search for supplements at 62% lower cost 2023.

Statistic 83

Supplement pillar pages improved organic rankings by 47 positions avg. in 2023.

Statistic 84

Video content on supplement sites increased time-on-page by 88% in 2023 analytics.

Statistic 85

Guest posts on health sites boosted supplement DA by 15 points in 2023 link-building.

Statistic 86

70% of supplement consumers read blogs before purchase, per 2023 surveys.

Statistic 87

Infographics shared 3x more than text posts for supplement topics 2023.

Statistic 88

Ebooks on supplement benefits downloaded 50k times avg. by top brands 2023.

Statistic 89

Podcast guest appearances drove 12% referral traffic to supplement sites 2023.

Statistic 90

User intent keyword targeting increased supplement conversions by 21% 2023.

Statistic 91

Schema markup on supplement product pages improved rich snippets by 30% 2023.

Statistic 92

Content clusters around "best vitamins" topics ranked #1 for 40% of supplement queries 2023.

Statistic 93

Webinars repurposed as blog content generated 2.5x backlinks for supplements 2023.

Statistic 94

Voice search optimized content captured 20% more supplement traffic 2023.

Statistic 95

Case studies on supplement efficacy pages converted 15% of visitors 2023.

Statistic 96

82% of Instagram users engaged with supplement posts follow at least one fitness influencer.

Statistic 97

Supplement hashtags like #CollagenSupplements garnered 1.2 billion views on TikTok in 2023.

Statistic 98

Average engagement rate on supplement Instagram posts was 2.8% in 2023 for brands over 100k followers.

Statistic 99

Facebook supplement groups grew 25% YoY to 15 million members in 2023.

Statistic 100

YouTube supplement review videos averaged 150,000 views per video for top 1% creators in 2023.

Statistic 101

Twitter (X) supplement conversations spiked 40% during New Year's resolutions in Q1 2023.

Statistic 102

LinkedIn supplement content engagement rose 18% among professionals in wellness niches 2023.

Statistic 103

Pinterest supplement pins drove 3.2% CTR, highest among platforms in 2023.

Statistic 104

Supplement Stories on Instagram achieved 15% view-through rates in 2023 ephemeral content.

Statistic 105

Reddit supplement subreddits like r/Supplements had 1.5 million active users posting 50k times monthly in 2023.

Statistic 106

TikTok supplement challenges went viral with 500 million participations in 2023 trends.

Statistic 107

Facebook Live supplement demos averaged 2,500 concurrent viewers for mid-tier brands 2023.

Statistic 108

Instagram Reels for supplements saw 22% higher engagement than static posts in 2023.

Statistic 109

YouTube Shorts drove 35% of new supplement channel subscribers in 2023.

Statistic 110

Supplement brands posting 5x/week on TikTok saw 3x follower growth in 2023.

Statistic 111

76% of supplement social engagement came from mobile users under 40 in 2023.

Statistic 112

User-generated supplement unboxings on YouTube generated 4x more comments than branded videos 2023.

1/112

Sources

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Navigating a $4.5 billion advertising landscape where a single click costs $3.47 and an email can return $42 for every dollar spent, marketing in the supplement industry is a high-stakes game of precision and persuasion.

Key Takeaways

The global dietary supplements market advertising spend reached $4.5 billion in 2023, with digital channels accounting for 65% of total expenditure.
U.S. supplement brands allocated 28% of their marketing budget to paid search ads in 2022, generating 42% of new customer acquisitions.
Influencer marketing for supplements grew by 35% YoY in 2023, with brands spending an average of $150,000 per campaign on top creators.
Supplement email list growth via lead magnets averaged 15% monthly in high-performing campaigns of 2023.
72% of supplement purchases in 2023 were influenced by online reviews and testimonials in acquisition funnels.
Cart abandonment rate for supplement e-commerce averaged 68.8% in 2023, with recovery emails reclaiming 12%.
82% of Instagram users engaged with supplement posts follow at least one fitness influencer.
Supplement hashtags like #CollagenSupplements garnered 1.2 billion views on TikTok in 2023.
Average engagement rate on supplement Instagram posts was 2.8% in 2023 for brands over 100k followers.
Supplement micro-influencers (10k-50k followers) delivered 7.5% engagement rates on Instagram 2023.
68% of supplement brands partnered with influencers for product launches in 2023, up 20% YoY.
Average cost per Instagram post from fitness influencers for supplements was $2,500 in 2023.
Email open rates for supplement newsletters averaged 28.5% in 2023 benchmarks.
Personalized supplement email campaigns saw 29% higher click rates in 2023.
Abandoned cart emails recovered $4.20 revenue per recipient for supplements 2023.

Supplement marketing heavily shifted to digital channels and influencer partnerships in 2023.

Advertising Spend

The global dietary supplements market advertising spend reached $4.5 billion in 2023, with digital channels accounting for 65% of total expenditure.
U.S. supplement brands allocated 28% of their marketing budget to paid search ads in 2022, generating 42% of new customer acquisitions.
Influencer marketing for supplements grew by 35% YoY in 2023, with brands spending an average of $150,000 per campaign on top creators.
Email marketing ROI for supplement companies averaged 42:1 in 2023, compared to 15:1 for social media ads.
PPC advertising costs per click for supplement keywords rose 22% in 2023 to $3.47 average CPC.
Supplement industry TV ad spend in the US hit $850 million in 2022, targeting adults over 50 primarily.
Native advertising partnerships drove 18% of supplement e-commerce traffic in 2023, with CPM rates at $12.50.
Affiliate marketing commissions for supplements averaged 25-40% of sale value in 2023 across networks like ShareASale.
Programmatic display ads for supplements achieved a 0.87% CTR in Q4 2023, above industry average of 0.46%.
Out-of-home (OOH) advertising spend by supplement brands increased 15% in 2023 to $120 million in North America.
Video ad completion rates for supplement pre-rolls on YouTube reached 78% in 2023 for top performers.
Retargeting ads converted 5.2x better than cold traffic for supplement sales funnels in 2023.
Supplement brands' Google Ads ROAS averaged 4.1x in 2023 for health and wellness keywords.
Facebook ad spend on supplements surged 40% in 2023 amid algorithm favoring health content.
Print media ad spend declined 12% YoY for supplements to $250 million in 2023.
Podcast sponsorships for supplement brands grew to $75 million in ad spend in 2023.
TikTok ad spend by supplement marketers hit $300 million globally in 2023.
LinkedIn ads for B2B supplement sales achieved 3.2% CTR in 2023 for professional audiences.
Amazon DSP ad spend for supplements reached $500 million in 2023, driving 22% of sales.
Snapchat AR filter ads boosted supplement engagement by 250% in trials during 2023.

Advertising Spend Interpretation

The supplement industry has become a masterclass in targeted marketing, proving that today's consumers are more likely to be convinced by a personalized email or a trusted influencer's video than by a flashy TV ad, even if it means paying a premium for every digital click.

Consumer Acquisition

Supplement email list growth via lead magnets averaged 15% monthly in high-performing campaigns of 2023.
72% of supplement purchases in 2023 were influenced by online reviews and testimonials in acquisition funnels.
Cart abandonment rate for supplement e-commerce averaged 68.8% in 2023, with recovery emails reclaiming 12%.
Referral programs increased customer acquisition cost efficiency by 37% for supplement DTC brands in 2023.
41% of new supplement customers came from organic search in 2023, per Google Analytics data.
Loyalty programs retained 65% of acquired supplement customers, reducing CAC by 25% in 2023.
UGC campaigns drove 28% higher acquisition rates than branded content for supplements in 2023.
Average customer acquisition cost (CAC) for supplement DTC brands was $45 in 2023.
55% of supplement trials converted to subscribers via free sample acquisition tactics in 2023.
SMS marketing acquired 19% more customers at 30% lower cost than email for supplements in 2023.
Facebook Lead Ads generated 2.3x more qualified leads for supplement webinars in 2023.
67% of supplement buyers under 35 were acquired via short-form video content in 2023.
Retargeting emails recovered 15.7% of abandoned carts for supplements in 2023 benchmarks.
Partnership webinars with health influencers acquired 12,000 subscribers per event avg. for supplements in 2023.
Quiz funnels increased email sign-ups by 400% for personalized supplement recommendations in 2023.

Consumer Acquisition Interpretation

In 2023, the supplement industry learned to grow its list with magnets, trust strangers' reviews over its own ads, desperately chase 69% of fleeing carts, and ultimately discovered that its own happy customers, leveraged through referrals, loyalty programs, and SMS, were its most efficient and persuasive salesforce.

Email Marketing

Email open rates for supplement newsletters averaged 28.5% in 2023 benchmarks.
Personalized supplement email campaigns saw 29% higher click rates in 2023.
Abandoned cart emails recovered $4.20 revenue per recipient for supplements 2023.
Welcome series emails converted 55% of new subscribers to buyers in supplement funnels 2023.
Supplement re-engagement emails had 15.2% open rates for lapsed customers 2023.
A/B tested subject lines increased supplement email opens by 22% avg. in 2023.
SMS open rates for supplement promos hit 98% with 36% CTR in 2023.
Segmented list emails delivered 760% higher revenue for supplements vs. broadcasts 2023.
Holiday email campaigns for supplements generated 30% of annual revenue in Q4 2023.
User-generated content in emails boosted supplement clicks by 28% in 2023 tests.
Automation flows accounted for 62% of supplement email revenue in 2023.
Mobile-optimized supplement emails saw 14% higher conversion rates 2023.
Review request emails increased supplement repeat purchases by 19% in 2023.
Win-back campaigns recovered 12% of churned supplement customers 2023.
Educational newsletter series grew supplement LTV by 35% over 6 months 2023.

Email Marketing Interpretation

The numbers are screaming that supplement customers aren't just buying pills—they're buying into a personalized, automated, and mobile-optimized relationship where a well-timed email or text can turn a skeptic into a subscriber and a subscriber into a loyal asset.

Influencer Partnerships

Supplement micro-influencers (10k-50k followers) delivered 7.5% engagement rates on Instagram 2023.
68% of supplement brands partnered with influencers for product launches in 2023, up 20% YoY.
Average cost per Instagram post from fitness influencers for supplements was $2,500 in 2023.
Influencer-driven supplement sales ROI averaged 11.4x in 2023 per Traackr data.
42% of Gen Z supplement buyers discovered brands via TikTok influencers in 2023.
Nano-influencers (<10k followers) converted 8x better for supplements than mega-influencers 2023.
Sponsored YouTube supplement reviews generated 25% higher trust scores than brand ads 2023.
Supplement affiliate influencers earned avg. $50k/year from commissions in 2023 top earners.
55% of influencer contracts for supplements included performance-based bonuses in 2023.
Fitness influencers drove 30% of protein supplement sales via Instagram Stories 2023.
Long-term ambassador programs for supplements retained 40% higher LTV in 2023.
TikTok Shop influencers sold $1.2 billion in supplements via live streams 2023.
29% of supplement influencer posts disclosed #ad in 2023, per FTC compliance checks.
Celebrity endorsements boosted supplement stock prices by avg. 12% post-announcement 2023.

Influencer Partnerships Interpretation

Influencer marketing is a gold rush where small creators often strike the richest engagement, brands are eagerly digging in, and for those who move beyond mere posts into authentic relationships and smart performance deals, the payoff isn't just high—it’s a staggering return on investment that has fundamentally reshaped how supplements are discovered and sold.

Regulatory and Compliance Marketing

The supplement industry faced 1,200 FTC warning letters for deceptive marketing claims in 2023.
45% of supplement ads were flagged for unapproved health claims by FDA in 2023 inspections.
EU regulations required 92% of supplement marketing materials to include disclaimers in 2023.
33% reduction in fines for compliant supplement email marketing post-GDPR in 2023.
ASA upheld 150 complaints against misleading supplement influencer posts in UK 2023.
California's Prop 65 compliance affected 60% of supplement labels and marketing in 2023.
78% of supplement brands updated websites for DSHEA compliance in 2023 audits.
FTC's "Endorsement Guides" cited in 200 enforcement actions against supplements 2023.
Brazil's ANVISA banned 25% of imported supplement ads for non-compliance 2023.
52% of supplement claims required substantiation per NAD decisions in 2023.
Email opt-in rates dropped 18% due to CAN-SPAM violations fines in supplements 2023.
67% of social ads for supplements needed #ad disclosures per platform policies 2023.
Australia TGA rejected 40% of supplement health claims in marketing approvals 2023.
CCPA compliance led to 22% more data deletion requests from supplement customers 2023.
91% of compliant supplement packaging reduced return rates by 14% in 2023.
Digital ad platforms suspended 12,000 supplement accounts for policy violations 2023.

Regulatory and Compliance Marketing Interpretation

It seems that in 2023, the supplement industry's marketing teams were so busy navigating a global minefield of regulations, fines, and warning letters that they might have wished their products actually boosted compliance as effectively as they promise to boost energy.

SEO and Content Marketing

Supplement blogs ranked for 1,500+ keywords generated 25% organic traffic in 2023.
Content marketing drove 3x more leads than paid search for supplements at 62% lower cost 2023.
Supplement pillar pages improved organic rankings by 47 positions avg. in 2023.
Video content on supplement sites increased time-on-page by 88% in 2023 analytics.
Guest posts on health sites boosted supplement DA by 15 points in 2023 link-building.
70% of supplement consumers read blogs before purchase, per 2023 surveys.
Infographics shared 3x more than text posts for supplement topics 2023.
Ebooks on supplement benefits downloaded 50k times avg. by top brands 2023.
Podcast guest appearances drove 12% referral traffic to supplement sites 2023.
User intent keyword targeting increased supplement conversions by 21% 2023.
Schema markup on supplement product pages improved rich snippets by 30% 2023.
Content clusters around "best vitamins" topics ranked #1 for 40% of supplement queries 2023.
Webinars repurposed as blog content generated 2.5x backlinks for supplements 2023.
Voice search optimized content captured 20% more supplement traffic 2023.
Case studies on supplement efficacy pages converted 15% of visitors 2023.

SEO and Content Marketing Interpretation

So, for anyone peddling magic beans in pill form, the data screams that while a charismatic bottle is nice, actually telling people a compelling and useful story about them across every format is what truly opens wallets and climbs search rankings.

Social Media Engagement

82% of Instagram users engaged with supplement posts follow at least one fitness influencer.
Supplement hashtags like #CollagenSupplements garnered 1.2 billion views on TikTok in 2023.
Average engagement rate on supplement Instagram posts was 2.8% in 2023 for brands over 100k followers.
Facebook supplement groups grew 25% YoY to 15 million members in 2023.
YouTube supplement review videos averaged 150,000 views per video for top 1% creators in 2023.
Twitter (X) supplement conversations spiked 40% during New Year's resolutions in Q1 2023.
LinkedIn supplement content engagement rose 18% among professionals in wellness niches 2023.
Pinterest supplement pins drove 3.2% CTR, highest among platforms in 2023.
Supplement Stories on Instagram achieved 15% view-through rates in 2023 ephemeral content.
Reddit supplement subreddits like r/Supplements had 1.5 million active users posting 50k times monthly in 2023.
TikTok supplement challenges went viral with 500 million participations in 2023 trends.
Facebook Live supplement demos averaged 2,500 concurrent viewers for mid-tier brands 2023.
Instagram Reels for supplements saw 22% higher engagement than static posts in 2023.
YouTube Shorts drove 35% of new supplement channel subscribers in 2023.
Supplement brands posting 5x/week on TikTok saw 3x follower growth in 2023.
76% of supplement social engagement came from mobile users under 40 in 2023.
User-generated supplement unboxings on YouTube generated 4x more comments than branded videos 2023.

Social Media Engagement Interpretation

These stats reveal that marketing supplements in 2024 is less about shouting from a lab-coated pedestal and more about seamlessly joining the vibrant, often chaotic, conversation already happening in every corner of social media, where authenticity is the new active ingredient.