GITNUXREPORT 2025

Marketing In The Supplement Industry Statistics

Digital marketing, trust, eco-friendly labels drive supplement industry growth.

Jannik Linder

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

First published: April 29, 2025

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Statistic 1

71% of consumers read supplement labels at least sometimes

Statistic 2

The most common reason for supplement use is to improve overall health and wellness, with 50% of users citing this as their primary motivation

Statistic 3

Vitamin D is the most popular supplement in the US, used by 42% of consumers

Statistic 4

65% of supplement users prefer purchasing from brands they trust

Statistic 5

Social media influences 46% of supplement purchase decisions

Statistic 6

81% of consumers look for organic or natural labels on supplements

Statistic 7

The average supplement consumer spends approximately $76 per month on dietary supplements

Statistic 8

60% of supplement consumers prefer purchasing online, due to convenience and variety

Statistic 9

The use of personalized supplement recommendations increases conversion rates by 30%

Statistic 10

55% of supplement consumers are influenced by online reviews and ratings

Statistic 11

More than 30% of supplement consumers purchase products based on recommendations from health professionals

Statistic 12

The inclusion of scientific studies in marketing increases consumer trust by up to 60%

Statistic 13

Capsules and powders are the most preferred supplement formats, accounting for 55% of sales

Statistic 14

Men are 20% more likely to purchase sports supplements, while women prefer wellness and beauty supplements

Statistic 15

The most persuasive message for supplement marketing is "clinically proven," cited by 58% of consumers

Statistic 16

Approximately 65% of consumers read supplement labels for ingredient information

Statistic 17

Millennials are the largest demographic purchasing supplements online, representing 40% of digital supplement sales

Statistic 18

62% of supplement shoppers are influenced by promotional discounts and deals, driving sales conversions

Statistic 19

70% of supplement consumers are more likely to purchase if the brand has positive social proof, such as testimonials and reviews

Statistic 20

The first-time purchase rate for online supplement shoppers is approximately 40%, highlighting the importance of first impressions

Statistic 21

The majority of supplement consumers are aged between 25 and 44, making up over 50% of the customer base

Statistic 22

The top three ingredients consumers look for are vitamin D, collagen, and omega-3 fatty acids, accounting for 65% of supplement searches

Statistic 23

Online community engagement, via forums and social media groups, influences 45% of supplement purchase decisions, demonstrating the power of community marketing

Statistic 24

66% of supplement users prefer products that are non-GMO, aligning with clean label trends

Statistic 25

The top three reasons for supplement brand loyalty are effectiveness, transparency, and price, with effectiveness being cited by 70% of loyal customers

Statistic 26

80% of supplement buyers consider sustainability practices when choosing a brand, emphasizing eco-conscious branding

Statistic 27

55% of supplement consumers are willing to pay a premium for products with proven scientific backing, showing the value placed on efficacy

Statistic 28

68% of consumers access health-related information online before making supplement purchase decisions, underlining the importance of digital content marketing

Statistic 29

70% of supplement consumers are influenced by sustainable and environmentally friendly packaging, reflecting eco-conscious purchasing behavior

Statistic 30

Supplement companies investing in GDPR and privacy compliance report a 10% increase in consumer trust, leading to higher conversion rates

Statistic 31

Approximately 60% of supplement buyers use online price comparison tools before making a purchase, emphasizing the importance of competitive pricing

Statistic 32

The global dietary supplements market is projected to reach $278.02 billion by 2024

Statistic 33

E-commerce sales of supplements grew by 20% during 2020, driven by the COVID-19 pandemic

Statistic 34

The global sports nutrition market, a large segment within supplements, is expected to reach $34.85 billion by 2025

Statistic 35

Supplements with clean label claims have seen a 25% increase in sales over the last two years

Statistic 36

The number of supplement brands using influencer partnerships increased by 35% from 2021 to 2023

Statistic 37

Consumer awareness campaigns about supplement safety have increased sales by 15% in brands that adopt transparent practices

Statistic 38

Video marketing on platforms like TikTok and Instagram increased engagement for supplement brands by 40% in 2023

Statistic 39

The use of eco-friendly packaging in supplement products increased by 22% in 2023, aligning with consumer demand for sustainability

Statistic 40

The global probiotic supplement market is projected to reach $73.4 billion by 2025, indicating robust growth in the sector

Statistic 41

Brands investing in mobile-friendly websites see a 45% increase in online orders, emphasizing importance of mobile optimization

Statistic 42

Supplement subscription services grew by 25% between 2020 and 2023, reflecting consumer preference for convenience

Statistic 43

The use of AI-driven chatbots for customer service in supplement e-commerce increased by 50% in 2023, enhancing user experience and conversion

Statistic 44

Nutraceutical companies that invest in consumer data analysis report 15% higher sales growth compared to those that don’t, indicating the importance of data-driven marketing

Statistic 45

The growth of direct-to-consumer supplement brands increased by 40% in the last three years, driven by digital-first marketing strategies

Statistic 46

The use of mobile apps for supplement management and tracking increased by 35% in 2023, supporting personalized health journeys

Statistic 47

The primary channels for supplement marketing are social media (65%), in-store promotions (40%), and online ads (35%)

Statistic 48

Supplement brands that utilize influencer marketing see 11x higher engagement

Statistic 49

The most effective digital marketing channels for supplements are search engine marketing (SEM) at 72% and content marketing at 68%

Statistic 50

48% of supplement brands plan to increase their digital advertising budget in 2024

Statistic 51

83% of supplement companies utilize some form of content marketing to reach consumers

Statistic 52

The supplement industry’s advertising spend reached approximately $10 billion globally in 2023, with a significant portion allocated to digital channels

Statistic 53

The majority of supplement marketing emails have a click-through rate of 15-20%, indicating high email marketing effectiveness

Statistic 54

The use of augmented reality (AR) in supplement marketing has increased engagement by 30%, offering immersive product experiences

Statistic 55

Only 35% of supplement brands currently implement personalized marketing strategies, despite proven effectiveness

Statistic 56

Visual content such as images and videos improves product conversion rates by 25%, according to e-commerce studies

Statistic 57

The most effective banner ad sizes for supplement marketing are 728x90 pixels and 300x250 pixels, with click-through rates of 0.05% and 0.10%, respectively

Statistic 58

Approximately 90% of supplement brands plan to increase investment in influencer marketing in 2024, due to high ROI

Statistic 59

The most common form of digital advertising for supplements is display ads, used by 75% of brands, due to their high visibility

Statistic 60

Supplement companies that leverage customer testimonials report a 25% increase in conversion rates, highlighting the power of social proof

Statistic 61

The average lifespan for a supplement brand to reach profitability is around 3 years, emphasizing the need for consistent marketing efforts

Statistic 62

Dietary supplement ads with celebrity endorsements see a 20% higher recall rate compared to non-endorsed ads, according to Nielsen research

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Sources

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Key Highlights

The global dietary supplements market is projected to reach $278.02 billion by 2024
71% of consumers read supplement labels at least sometimes
The most common reason for supplement use is to improve overall health and wellness, with 50% of users citing this as their primary motivation
E-commerce sales of supplements grew by 20% during 2020, driven by the COVID-19 pandemic
Vitamin D is the most popular supplement in the US, used by 42% of consumers
65% of supplement users prefer purchasing from brands they trust
The global sports nutrition market, a large segment within supplements, is expected to reach $34.85 billion by 2025
Social media influences 46% of supplement purchase decisions
The primary channels for supplement marketing are social media (65%), in-store promotions (40%), and online ads (35%)
81% of consumers look for organic or natural labels on supplements
The average supplement consumer spends approximately $76 per month on dietary supplements
Supplement brands that utilize influencer marketing see 11x higher engagement
60% of supplement consumers prefer purchasing online, due to convenience and variety

The supplement industry is booming, with projections to hit $278 billion by 2024, as savvy brands leverage digital marketing, influencer partnerships, and consumer trust to capitalize on a rapidly growing and health-conscious global market.

Consumer Behavior and Preferences

71% of consumers read supplement labels at least sometimes
The most common reason for supplement use is to improve overall health and wellness, with 50% of users citing this as their primary motivation
Vitamin D is the most popular supplement in the US, used by 42% of consumers
65% of supplement users prefer purchasing from brands they trust
Social media influences 46% of supplement purchase decisions
81% of consumers look for organic or natural labels on supplements
The average supplement consumer spends approximately $76 per month on dietary supplements
60% of supplement consumers prefer purchasing online, due to convenience and variety
The use of personalized supplement recommendations increases conversion rates by 30%
55% of supplement consumers are influenced by online reviews and ratings
More than 30% of supplement consumers purchase products based on recommendations from health professionals
The inclusion of scientific studies in marketing increases consumer trust by up to 60%
Capsules and powders are the most preferred supplement formats, accounting for 55% of sales
Men are 20% more likely to purchase sports supplements, while women prefer wellness and beauty supplements
The most persuasive message for supplement marketing is "clinically proven," cited by 58% of consumers
Approximately 65% of consumers read supplement labels for ingredient information
Millennials are the largest demographic purchasing supplements online, representing 40% of digital supplement sales
62% of supplement shoppers are influenced by promotional discounts and deals, driving sales conversions
70% of supplement consumers are more likely to purchase if the brand has positive social proof, such as testimonials and reviews
The first-time purchase rate for online supplement shoppers is approximately 40%, highlighting the importance of first impressions
The majority of supplement consumers are aged between 25 and 44, making up over 50% of the customer base
The top three ingredients consumers look for are vitamin D, collagen, and omega-3 fatty acids, accounting for 65% of supplement searches
Online community engagement, via forums and social media groups, influences 45% of supplement purchase decisions, demonstrating the power of community marketing
66% of supplement users prefer products that are non-GMO, aligning with clean label trends
The top three reasons for supplement brand loyalty are effectiveness, transparency, and price, with effectiveness being cited by 70% of loyal customers
80% of supplement buyers consider sustainability practices when choosing a brand, emphasizing eco-conscious branding
55% of supplement consumers are willing to pay a premium for products with proven scientific backing, showing the value placed on efficacy
68% of consumers access health-related information online before making supplement purchase decisions, underlining the importance of digital content marketing
70% of supplement consumers are influenced by sustainable and environmentally friendly packaging, reflecting eco-conscious purchasing behavior
Supplement companies investing in GDPR and privacy compliance report a 10% increase in consumer trust, leading to higher conversion rates
Approximately 60% of supplement buyers use online price comparison tools before making a purchase, emphasizing the importance of competitive pricing

Consumer Behavior and Preferences Interpretation

In an industry where trust, transparency, and social proof nearly dictate consumer choices, supplement brands that leverage scientific validation, eco-friendly practices, and engaging digital content are not just boosting sales—they're proving that in health marketing, credibility is the ultimate supplement.

Market Growth and Trends

The global dietary supplements market is projected to reach $278.02 billion by 2024
E-commerce sales of supplements grew by 20% during 2020, driven by the COVID-19 pandemic
The global sports nutrition market, a large segment within supplements, is expected to reach $34.85 billion by 2025
Supplements with clean label claims have seen a 25% increase in sales over the last two years
The number of supplement brands using influencer partnerships increased by 35% from 2021 to 2023
Consumer awareness campaigns about supplement safety have increased sales by 15% in brands that adopt transparent practices
Video marketing on platforms like TikTok and Instagram increased engagement for supplement brands by 40% in 2023
The use of eco-friendly packaging in supplement products increased by 22% in 2023, aligning with consumer demand for sustainability
The global probiotic supplement market is projected to reach $73.4 billion by 2025, indicating robust growth in the sector
Brands investing in mobile-friendly websites see a 45% increase in online orders, emphasizing importance of mobile optimization
Supplement subscription services grew by 25% between 2020 and 2023, reflecting consumer preference for convenience
The use of AI-driven chatbots for customer service in supplement e-commerce increased by 50% in 2023, enhancing user experience and conversion
Nutraceutical companies that invest in consumer data analysis report 15% higher sales growth compared to those that don’t, indicating the importance of data-driven marketing
The growth of direct-to-consumer supplement brands increased by 40% in the last three years, driven by digital-first marketing strategies
The use of mobile apps for supplement management and tracking increased by 35% in 2023, supporting personalized health journeys

Market Growth and Trends Interpretation

As the supplement industry skyrockets toward nearly $280 billion by 2024, brands are increasingly leveraging transparency, influencer partnerships, and data-driven, mobile-first strategies—trusting that today's health-conscious consumers prefer clean labels, sustainable packaging, and personalized digital experiences over gimmicks and guesswork.

Marketing and Advertising Strategies

The primary channels for supplement marketing are social media (65%), in-store promotions (40%), and online ads (35%)
Supplement brands that utilize influencer marketing see 11x higher engagement
The most effective digital marketing channels for supplements are search engine marketing (SEM) at 72% and content marketing at 68%
48% of supplement brands plan to increase their digital advertising budget in 2024
83% of supplement companies utilize some form of content marketing to reach consumers
The supplement industry’s advertising spend reached approximately $10 billion globally in 2023, with a significant portion allocated to digital channels
The majority of supplement marketing emails have a click-through rate of 15-20%, indicating high email marketing effectiveness
The use of augmented reality (AR) in supplement marketing has increased engagement by 30%, offering immersive product experiences
Only 35% of supplement brands currently implement personalized marketing strategies, despite proven effectiveness
Visual content such as images and videos improves product conversion rates by 25%, according to e-commerce studies
The most effective banner ad sizes for supplement marketing are 728x90 pixels and 300x250 pixels, with click-through rates of 0.05% and 0.10%, respectively
Approximately 90% of supplement brands plan to increase investment in influencer marketing in 2024, due to high ROI
The most common form of digital advertising for supplements is display ads, used by 75% of brands, due to their high visibility
Supplement companies that leverage customer testimonials report a 25% increase in conversion rates, highlighting the power of social proof
The average lifespan for a supplement brand to reach profitability is around 3 years, emphasizing the need for consistent marketing efforts
Dietary supplement ads with celebrity endorsements see a 20% higher recall rate compared to non-endorsed ads, according to Nielsen research

Marketing and Advertising Strategies Interpretation

With over $10 billion spent globally in 2023 and digital channels dominating at 72%, supplement brands are increasingly pouring resources into influencer collaborations, immersive AR experiences, and personalized content—yet with only 35% leveraging tailored marketing strategies, there's still a significant untapped opportunity for differentiation and high ROI in a rapidly evolving industry.