U.S. dietary supplement sales are projected to reach $40.0 billion in 2024 as the market expands. Demand is rising alongside tighter scrutiny since 31% of consumers want to know exactly what’s in the product. Marketing performance depends on meeting those expectations while managing risks like FDA recalls and unsupported claim rates.
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
The market size for the supplement industry is projected to reach $214.0 billion globally in 2024 and is expected to grow at a 4.2% CAGR, signaling steady expansion in the worldwide dietary supplement sales base.
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 is clearly strong and growing, with 26% of U.S. adults taking supplements in the past 30 days and U.S. sales rising from $37.9 billion in 2023 to a projected $40.0 billion in 2024, while 31% of consumers specifically want to know exactly what’s 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 searching for health information online and a $3.6 billion creator and influencer spend on health and wellness in 2023, customer behavior is showing that people increasingly discover supplement brands through digital content and search while 54% now hold higher post pandemic expectations for what brands deliver.
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
In the supplement industry’s channel performance, retail media networks are delivering 2.3x higher ROAS than non-retail channels while influencer content drives a 29% lift in purchase intent, showing that both paid retail placements and influencer partnerships are meaningfully improving campaign outcomes.
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
With 8 FDA dietary supplement recalls in 2023 and evidence suggesting that 29% to 48% of health-related label or website claims are not substantiated, compliance and marketing risk remains high despite the fact that 72% of marketers report having a formal substantiation process.
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
Supplement marketers are leaning into automation to stretch marketing spend effectively, with 41% using marketing automation platforms in 2023 and reported gains like a 10% CAC reduction, a 2.5x lift in repeat purchase rate from personalized email journeys, and about a 10% average conversion boost 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
Marketing economics in the supplement industry is increasingly data driven, with 63% of marketers measuring campaign ROI using analytics and 67% using some form of attribution, which aligns with the widely used 3:1 LTV to CAC target and the profitability link seen when retention improves.
report visual · Key figures
How big is the supplement market—and how people find and engage with brands
Large and growing supplement demand pairs with high consumer interest in health information and meaningful purchase impact from marketing channels like retail media and influencers.
$214.0 billion
$214.0 billion global dietary supplements market size in 2024 (projected), representing the total worldwide sales of die
$37.9 billion
$37.9 billion U.S. dietary supplement sales in 2023, reflecting retail/e-commerce sales across supplement categories.
58%
58% of U.S. adults who take supplements reported taking at least one dietary supplement for general health, per a 2015–2
46%
46% of U.S. adults search for health information online in 2021, supporting marketing effectiveness for supplement-relat
2.3
2.3x higher ROAS is reported for campaigns using retail media networks versus non-retail channels in a measurement study
29%
29% average lift in purchase intent from influencer content versus non-influencer content in a study cited by influencer
source-verifiedglobenewswire.com · nutraceuticalsworld.com · ods.od.nih.gov · pewresearch.org · thinkwithgoogle.com · impact.com2024
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)