With the US projected to reach $40.0 billion in dietary supplement sales in 2024, the market is growing fast while consumer expectations shift just as quickly. At the same time, 31% of people want to know exactly what’s in a product, yet recalls and claim substantiation gaps keep turning marketing into a compliance challenge. This post pulls together the sharpest marketing and measurement statistics shaping how supplement brands win, retain, and stay credible.
Key Takeaways
- $214.0 billion global dietary supplements market size in 2024 (projected), representing the total worldwide sales of dietary supplements.
- 4.2% CAGR expected for the global dietary supplements market over the forecast period in a major market research forecast.
- 26% of U.S. adults reported taking a dietary supplement in the past 30 days in 2017–2018, based on NHANES.
- 58% of U.S. adults who take supplements reported taking at least one dietary supplement for general health, per a 2015–2016 survey analysis.
- $37.9 billion U.S. dietary supplement sales in 2023, reflecting retail/e-commerce sales across supplement categories.
- $3.6 billion U.S. influencer/creator spend on health and wellness in 2023 (including supplement promotion), per an industry creator economy estimate.
- 46% of U.S. adults search for health information online in 2021, supporting marketing effectiveness for supplement-related search campaigns.
- 54% of consumers say they have higher expectations for brands’ products and services after the pandemic (Edelman Trust Barometer statistic used for customer behavior).
- 2.3x higher ROAS is reported for campaigns using retail media networks versus non-retail channels in a measurement study summarized by industry analytics.
- 29% average lift in purchase intent from influencer content versus non-influencer content in a study cited by influencer marketing research.
- FDA: 8 dietary supplement-related recalls were recorded in 2023 in the FDA recall database, reflecting product safety and marketing-risk exposure.
- In a 2020 systematic review, 29% of dietary supplement label claims were not substantiated by evidence of efficacy, affecting marketing compliance risk.
- A study found 48% of supplement websites made health claims not supported by the cited sources, indicating marketing substantiation risk.
- 41% of supplement marketers reported using marketing automation platforms in 2023, based on a marketing technology survey covering mid-market brands.
- 10% reduction in customer acquisition cost (CAC) with lifecycle/CRM automation reported in a retail/CPG marketing effectiveness study that applies to e-commerce supplement brands.
U.S. supplement marketing is surging and data driven, but stronger claim substantiation and safety compliance are essential.
Related reading
01 · Category
Market Size2 stats
01
$214.0 billion global dietary supplements market size in 2024 (projected), representing the total worldwide sales of dietary supplements.
02
4.2% CAGR expected for the global dietary supplements market over the forecast period in a major market research forecast.
Interpretation
Market Size Interpretation
With the global dietary supplements market projected to reach $214.0 billion in 2024 and grow at a steady 4.2% CAGR, the market size underscores a durable, expanding opportunity for supplement marketers worldwide.
02 · Category
Consumer Demand5 stats
01
26% of U.S. adults reported taking a dietary supplement in the past 30 days in 2017–2018, based on NHANES.
02
58% of U.S. adults who take supplements reported taking at least one dietary supplement for general health, per a 2015–2016 survey analysis.
03
$37.9 billion U.S. dietary supplement sales in 2023, reflecting retail/e-commerce sales across supplement categories.
04
$40.0 billion U.S. dietary supplement sales in 2024, reflecting projected U.S. sales growth in a trade press market recap.
05
31% of consumers say they want to “know exactly what’s in the product,” as shown in a dietary supplements consumer survey cited by industry analysts.
Interpretation
Consumer Demand Interpretation
Consumer demand for dietary supplements is clearly strong, with 26% of U.S. adults taking one in the past 30 days and sales expected to rise from $37.9 billion in 2023 to $40.0 billion in 2024, while 31% of consumers specifically want to know exactly what is in the product.
03 · Category
Customer Behavior3 stats
01
$3.6 billion U.S. influencer/creator spend on health and wellness in 2023 (including supplement promotion), per an industry creator economy estimate.
02
46% of U.S. adults search for health information online in 2021, supporting marketing effectiveness for supplement-related search campaigns.
03
54% of consumers say they have higher expectations for brands’ products and services after the pandemic (Edelman Trust Barometer statistic used for customer behavior).
Interpretation
Customer Behavior Interpretation
With 46% of U.S. adults actively searching for health information online and 3.6 billion spent by creators on health and wellness in 2023, customer behavior in the supplement industry is clearly shifting toward digital discovery and content driven trust, while 54% of consumers now demand more from brands after the pandemic.
04 · Category
Channel Performance2 stats
01
2.3x higher ROAS is reported for campaigns using retail media networks versus non-retail channels in a measurement study summarized by industry analytics.
02
29% average lift in purchase intent from influencer content versus non-influencer content in a study cited by influencer marketing research.
Interpretation
Channel Performance Interpretation
Channel performance in the supplement industry is outperforming when marketers use the right ecosystem, with retail media networks delivering 2.3x higher ROAS than non-retail channels and influencer content driving a 29% lift in purchase intent over non-influencer content.
More related reading
05 · Category
Compliance & Risk4 stats
01
FDA: 8 dietary supplement-related recalls were recorded in 2023 in the FDA recall database, reflecting product safety and marketing-risk exposure.
02
In a 2020 systematic review, 29% of dietary supplement label claims were not substantiated by evidence of efficacy, affecting marketing compliance risk.
03
A study found 48% of supplement websites made health claims not supported by the cited sources, indicating marketing substantiation risk.
04
In an industry survey, 72% of supplement marketers said they have a formal substantiation process for claims, according to a regulatory compliance survey report.
Interpretation
Compliance & Risk Interpretation
Compliance and marketing-risk concerns are clearly persistent, with 8 dietary supplement recalls in 2023 and evidence gaps in claim substantiation, including 29% of label claims not supported in a 2020 review and 48% of supplement websites making unsupported health claims.
06 · Category
Marketing Spend4 stats
01
41% of supplement marketers reported using marketing automation platforms in 2023, based on a marketing technology survey covering mid-market brands.
02
10% reduction in customer acquisition cost (CAC) with lifecycle/CRM automation reported in a retail/CPG marketing effectiveness study that applies to e-commerce supplement brands.
03
2.5x increase in repeat purchase rate with personalized email journeys in e-commerce marketing studies cited by a marketing automation vendor.
04
CRM personalization increases conversion rates by 10% on average in a cross-industry marketing effectiveness report.
Interpretation
Marketing Spend Interpretation
Marketing spend in the supplement industry is increasingly being optimized through automation and personalization, with teams reporting 41% using marketing automation platforms in 2023 and gains like a 10% lower CAC, a 2.5x higher repeat purchase rate, and average 10% conversion lifts from CRM personalization.
07 · Category
Marketing Economics4 stats
01
A 2019 meta-analysis reported that customer retention improvements are associated with improved profitability, quantifying the effect sizes discussed by the authors.
02
LTV:CAC ratio target of 3:1 is commonly used in marketing analytics; companies aiming for this threshold are more likely to achieve sustainable growth (benchmark in industry framework).
03
63% of marketers say they measure ROI for marketing campaigns using analytics, supporting data-driven supplement marketing measurement.
04
67% of organizations report using marketing attribution approaches in some form, per a marketing attribution benchmark report.
Interpretation
Marketing Economics Interpretation
From a Marketing Economics perspective, supplement marketers increasingly rely on data to drive profitability, with 63% measuring marketing ROI via analytics and 67% using attribution approaches, while aiming for a 3:1 LTV to CAC ratio and retention gains that meta-analyses link to improved profit.
Reference
Cite This Report
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APA
Isabelle Moreau. (2026, February 13). Marketing In The Supplement Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-supplement-industry-statistics
MLA
Isabelle Moreau. "Marketing In The Supplement Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-supplement-industry-statistics.
Chicago
Isabelle Moreau. 2026. "Marketing In The Supplement Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-supplement-industry-statistics.
Sources & references
24 datasets cited across this report · attribution is report-level
+4 additional datasets cited (not shown individually)