Demand for Vitamin and Mineral Supplement in USA Forecast and Outlook 2025 to 2035

The demand for vitamin and mineral supplements in the USA is projected to grow from USD 21.3 billion in 2025 to USD 35.1 billion by 2035, reflecting a compound annual growth rate (CAGR) of 5.1%. As consumers become more health-conscious and seek to fill nutritional gaps through supplements, the demand for vitamins and minerals is expected to rise. The growing focus on preventative healthcare, aging populations, and the increasing awareness of the benefits of supplementation in maintaining health and well-being will support this growth.

The market will experience steady growth, starting at USD 21.3 billion in 2025 and rising to USD 22.4 billion in 2026, USD 23.5 billion in 2027, and USD 24.8 billion in 2028. By 2029, the market will reach USD 26.0 billion, continuing its upward trajectory through the 2030s. By 2035, the demand for vitamin and mineral supplements is projected to reach USD 35.1 billion, driven by an increase in health awareness and demand for natural, preventative health products.

Quick Stats of the Demand for Vitamin and Mineral Supplement in USA

• Demand for Vitamin and Mineral Supplement in USA Value (2025): USD 21.3 billion
• Demand for Vitamin and Mineral Supplement in USA Forecast Value (2035): USD 35.1 billion
• Demand for Vitamin and Mineral Supplement in USA Forecast CAGR (2025-2035): 5.1%
• Demand for Vitamin and Mineral Supplement in USA Key Product: 58% Vitamins
• Demand for Vitamin and Mineral Supplement in USA Key Growth Regions: West USA, South USA, Northeast USA, Midwest USA
• Demand for Vitamin and Mineral Supplement in USA Key Players: Amway Corporation, Herbalife Nutrition Ltd., Bayer AG, Pfizer Inc.

What is the Growth Forecast for the Vitamin and Mineral Supplement Industry in USA through 2035?

The early growth curve (2025–2029) for vitamin and mineral supplements shows a strong and steady increase in demand. During this period, the market will see incremental yearly growth, reflecting rising consumer awareness of the importance of nutritional balance and the increasing availability of supplements in a variety of forms (e.g., tablets, gummies, liquids). Early growth is driven by the increasing adoption of supplements in everyday health routines, the aging population’s desire for preventative care, and the ongoing popularity of health-conscious lifestyles.

By contrast, the late growth curve (2029–2035) will show a more stabilized but still positive increase in demand. Although growth continues, the rate of increase may begin to decelerate slightly as the market matures and more consumers integrate supplements into their daily lives. The late curve will likely reflect a more mature phase in the market, where consumers shift from initial adoption to long-term use, with greater competition and a wider range of supplement options available. While the early growth phase is characterized by quicker adoption and an expanding consumer base, the later years will see more sustained, consistent growth driven by an established market foundation.

USA Vitamin and Mineral Supplement Industry Key Takeaways

Why is the Demand for Vitamin and Mineral Supplements in USA Growing?

Demand for vitamin and mineral supplements in the USA is rising as a growing proportion of consumers adopt preventive health and wellness practices. Many individuals now view daily supplementation as a way to fill nutritional gaps that may arise from busy lifestyles, limited diet variety, stress, or aging. Older adults in particular rely on vitamins and minerals to support bone health, immune function, energy levels, and overall vitality. As chronic health conditions, metabolic disorders, and dietary insufficiencies become more common, supplement use becomes an attractive option to support long term health and manage risk factors.

At the same time structural shifts in consumer behavior and market access support expansion of this demand. Wider availability of supplements through online retail makes purchasing easier and more convenient. Innovation in formats, such as gummies, chewables, powders or fortified functional foods, broadens appeal beyond traditional pill taking demographics. Rising interest in personalized nutrition, wellness, and health conscious lifestyles also drives uptake, with consumers seeking products tailored to age, dietary habits or health goals. As awareness of preventive health grows and supplement formulations evolve, demand for vitamin and mineral supplements in the USA is likely to keep increasing over coming years.

What Is the Current State of the Demand for Vitamin and Mineral Supplements in the USA in Terms of Product and Form?

The demand for vitamin and mineral supplements in the USA is largely defined by product composition and form preference. The leading product group is vitamins, holding 58% of market share, while tablets lead in form usage at 35%. Consumers across age groups use supplements to support nutritional intake, general wellness, and specific health concerns. The supplement market remains shaped by habitual consumption patterns, clinical recommendations, and the accessibility of retail and online distribution channels. As product formats diversify, vitamins and tablet-based formulations continue to serve as primary choices for routine supplementation.

How Are Vitamins Leading the Product Demand for Vitamin and Mineral Supplements in the USA?

Vitamins account for 58% of the supplement product demand in the USA. This category includes essential micronutrients such as Vitamin D, Vitamin C, B-complex blends, and multivitamin formulations commonly taken for immune support, nervous system health, and metabolic function. High adoption rates can be observed in adults managing lifestyle-linked deficiencies, individuals with dietary restrictions, and the elderly who often require long-term nutritional support. The broad applicability of vitamins across demographics reinforces consistent daily intake, making vitamins a staple in preventive health and maintenance routines.

Growth in this segment is also influenced by increased public awareness regarding micronutrient insufficiency. Vitamins serve multiple preventive and corrective roles, and users often prefer direct supplementation over dietary adjustments when attempting to maintain recommended levels. Retail and e-commerce availability further encourages regular purchase cycles, while multivitamins simplify adherence by combining daily requirements in a single dose. Continuous usage behavior and long-term supplementation needs suggest that vitamins will remain the dominant category within the broader US supplement market.

How Are Tablets Leading the Form Demand for Vitamin and Mineral Supplements in the USA?

Tablets, holding 35% market share, remain the most widely adopted form of vitamin and mineral supplements in the USA. Tablets offer precise dosing, long shelf-stability, and ease of mass-production, making them accessible across pharmacies, retail outlets, and online stores. For many users, tablets present a familiar and convenient format suited to daily intake regimens. They are commonly purchased by individuals who value portability, consistent dosage control, and cost efficiency. This form is widely used for multivitamins, single-nutrient supplements, and combination blends targeting specific health needs.

Preference for tablet supplements also reflects consumer expectations of simplicity and routine. Individuals managing chronic deficiencies or following physician-directed supplementation programs lean toward tablets due to dosing accuracy and widespread clinical recommendation. Effervescent powders, gummies, and soft-capsules continue to grow, yet tablets maintain strong retention among regular supplement users, especially older consumers and those prioritizing value over specialty formats. With durable packaging, long storage life, and straightforward administration, tablets are positioned to remain the leading format within the US vitamin and mineral supplement market.

What is the Demand Outlook for Vitamin and Mineral Supplements in the USA?

Demand for vitamin and mineral supplements in the USA continues to grow as consumers increasingly prioritize health, wellness, and preventive care. Many people use these supplements to address nutritional gaps, support immune function, or improve overall health. With greater awareness of the role of vitamins and minerals in maintaining well-being, supplements have become a common part of many households’ health routines. The market for vitamin and mineral supplements remains strong, driven by widespread use across various demographics and a broader focus on health.

What are the Drivers of Demand for Vitamin and Mineral Supplements in the USA?

Several factors are driving the demand for vitamin and mineral supplements. Growing health consciousness and a focus on preventive healthcare encourage people to take supplements to support immunity, energy levels, and bone health. An aging population increases demand, as older adults often require supplements to compensate for dietary insufficiencies or reduced nutrient absorption. Additionally, lifestyle factors such as busy schedules, dietary restrictions, and limited time for balanced meals lead consumers to choose convenient supplement options. Product innovation, such as different supplement formats and formulations tailored to specific health needs, further drives market growth.

What are the Restraints on Demand for Vitamin and Mineral Supplements in the USA?

Despite strong demand, several challenges limit growth. Some consumers are skeptical about the effectiveness of supplements and may prefer to obtain nutrients from food rather than pills. Concerns about overconsumption or side effects can also deter some individuals. Furthermore, quality control and regulatory oversight issues, such as variability in potency or ingredient transparency, may reduce consumer trust. For those with balanced diets, the need for supplements may seem unnecessary. Additionally, the cost of premium or specialized supplements may deter price-sensitive consumers or those who cannot afford long-term use.

What are the Key Trends Influencing Demand for Vitamin and Mineral Supplements in the USA?

Key trends influencing demand include a growing focus on personalized nutrition, where individuals seek supplements tailored to their specific health needs, age, or lifestyle. The popularity of alternative supplement formats, such as gummies, powders, and liquids, is also increasing, particularly among younger consumers who prefer more convenient options. There is also a rising trend in using supplements for preventive health and chronic disease risk management. Online retail and digital health platforms are expanding the availability and accessibility of supplements, further increasing consumer reach. As dietary patterns and health priorities evolve, the demand for supplements to fill nutritional gaps is expected to continue growing.

What is the Regional Demand Outlook for Vitamin and Mineral Supplements in the USA?

The demand for vitamin and mineral supplements in the USA is projected to grow across all regions. The West USA leads with a CAGR of 5.9%. The South USA follows with 5.3%. The Northeast USA shows a CAGR of 4.7% and the Midwest USA 4.1%. These regional differences reflect variation in consumer health awareness, demographic trends, access to retail and health food outlets, and lifestyle factors, including diet and preventive health habits. Growing interest in wellness, immune support, aging-related nutrition, and preventive healthcare drives the supplement market nationwide.

What drives demand for vitamin and mineral supplements in the West USA?

In the West USA, the 5.9% annual growth in demand for vitamin and mineral supplements is fueled by a consumer base that places high value on wellness, preventive health, and nutritional balance. The region has a large population of health-conscious individuals who are often early adopters of dietary supplements. Lifestyle trends such as fitness, organic food consumption, vegetarian and vegan diets, and interest in longevity support increased use of multivitamins, mineral supplements, and specialized nutrient formulas. Retail availability-via health food stores, pharmacies, wellness outlets and online platforms-ensures that supplements are accessible. Moreover, awareness about micronutrient deficiencies and the desire to support immune health, energy, bone health and general well being encourage regular supplement use. These factors combine to make the West a leading market for vitamin and mineral supplements.

Why is demand rising in the South USA?

In the South USA, the projected 5.3% CAGR reflects growing consumer awareness of diet and lifestyle related health needs. As populations age or deal with chronic health concerns, many individuals turn to supplementation to support nutritional gaps, especially when diet alone does not meet their needs. The prevalence of diet related health issues or lifestyle conditions creates demand for vitamins, minerals, and complementary nutrients. In addition, increasing availability of supplements through pharmacies, supermarkets, and online retail expands access for a wide range of consumers. Rising interest in preventive care and wellness routines also contributes to adoption. Over time, as more people prioritize health maintenance and nutrient sufficiency, demand for supplements steadily increases across households and demographics in the South region.

What supports growing supplement demand in the Northeast USA?

In the Northeast USA, the 4.7% forecast reflects moderate yet stable growth in demand for vitamin and mineral supplements. The region includes densely populated urban areas with diverse demographics and relatively high levels of health literacy. Consumers in the Northeast often have access to nutritional advice, health care providers, pharmacies, and wellness markets where supplements are easily available. Many individuals use supplements to complement busy lifestyles, compensate for nutritional imbalances, or support long term health goals such as bone strength, cardiovascular health, and metabolic balance. Seasonal climate changes that affect diet and lifestyle may also drive supplement use, especially for nutrients like vitamin D or multivitamins. As public awareness about the role of micronutrients in health spreads, supplement demand remains consistent and gradually increases.

How is demand for vitamin and mineral supplements evolving in the Midwest USA?

In the Midwest USA, the 4.1% CAGR indicates steady but slower growth compared with coastal or more urbanized regions. Nevertheless, demand continues to rise as consumers become more aware of nutrition and preventive health practices. Rural and suburban populations increasingly turn to supplements to fill dietary gaps, support overall health, or address specific needs such as joint health, bone health, and immunity. As retail access improves-through pharmacies, supermarkets, and e commerce-supplement adoption becomes more widespread. Economic considerations and varying levels of health awareness can influence uptake, but growing recognition of the benefits of preventive nutrition and sustained marketing of supplements help maintain gradual growth. Over time, increasing health consciousness and easier access to products support steady expansion of supplement demand in the Midwest.

What is the Competitive Landscape for the Vitamin and Mineral Supplement Market in the USA?

Demand for vitamin and mineral supplements in the USA is rising steadily as consumers increasingly prioritize preventive health, wellness, and nutritional balance. The broader dietary supplements market in the USA was estimated at about USD 64 billion in 2024. Vitamins accounted for roughly 37.5 % of that segment. Growth is driven by concerns over nutrient deficiencies, ageing population, busy lifestyles, and growing interest in maintaining general health and immunity. Public interest in supplements for energy, immune support, bone health and overall wellness supports this demand.

In that environment several firms compete for market share. According to your data, Amway Corporation holds about 18.2 % share. Other significant players include Herbalife Nutrition Ltd., Bayer AG, Pfizer Inc. and a group of smaller companies combined. These firms differentiate through formulation types, product positioning, brand reputation, and distribution networks. Some focus on multivitamins and comprehensive nutrient blends; others target specific needs such as joint health, energy, or immune support. Product portfolios vary with offering of tablets, capsules, softgels or gummies. Suppliers emphasize quality, ingredient transparency, and ease of absorption to attract health conscious consumers. Retail reach, including online channels and wellness store presence, also shapes competitive advantage. As supplement consumption becomes more mainstream, competition remains strong. Firms continually adapt formulations, marketing strategies, and distribution to address evolving consumer health priorities.

Key Players of the Vitamin and Mineral Supplement Industry in USA

• Amway Corporation
• Herbalife Nutrition Ltd.
• Bayer AG
• Pfizer Inc.
• Other Companies (combined)

Scope of the Report

Key Segments in the Demand for Vitamin and Mineral Supplement in USA

Product

Form

• Tablets
• Capsules
• Powders
• Others

Distribution Channel

• Pharmacies & Drug Stores
• Hypermarkets and Supermarkets
• Others

Region

• Northeast USA
• West USA
• Midwest USA
• South USA

Published in Ageing Research Reviews, the study reported that specific groups, such as hypertensive individuals, may experience lower blood pressure due to multivitamin and mineral (MVM) supplementation.

Undernourished elderly and adults younger than 65 years old may also see a reduction in infections with MVM use.

However, MVM supplementation is not associated with a reduced risk of breast cancer.

As such, researchers highlight the need to identify individuals who would most likely benefit from MVM supplementation.

“As this review demonstrates, the evidence for MVM supplementation to promote healthy longevity remains limited and inconclusive,” they wrote. “

To enhance the effectiveness of MVM supplementation in promoting healthy longevity, it is essential to identify individuals who are most likely to benefit from supplementation. Nutritional needs vary considerably across individuals due to genetics, age, sex, health status and lifestyle.”

The study was conducted by researchers from the Academy for Healthy Longevity housed within the Yong Loo Lin School of Medicine at the National University of Singapore (NUS).

Research funding came from both NUS and Haleon, which is known for its MVM brands Centrum and Caltrate.

The rapid review method

The review included 19 eligible meta-analyses assessing MVM use and bodily functions—cognitive health, psychological well-being, immune response, blood pressure regulation, COVID-19, pregnancy complications and birth outcomes—with data drawn from a total of 5,535,426 participants, including pregnant women.

These meta-analyses included clinical trials, observational studies and prospective cohort studies published on the MEDLINE and EMBASE databases from 2000 to 2025.

In general, the clinical trials primarily assessed the effect of MVM on cognitive function, psychological well-being, immune response, blood pressure regulation and COVID-19 outcomes.

Cohort and case-control studies, on the other hand, have contributed observational data on cancer incidence, cardiovascular events, pregnancy complications, birth outcomes and pediatric conditions.

Key findings

The researchers highlighted that the effects of MVM supplementation on health outcomes were mixed, with potential benefits primarily observed in specific groups such as older adults, individuals with lower baseline dietary quality and those with chronic conditions.

For example, MVM supplementation was found to produce a small but significant reduction in systolic blood pressure but no significant reduction in diastolic blood pressure.

Subgroup analyses found greater reductions in blood pressure levels in hypertensive individuals and those with chronic diseases, while minimal effects were reported in healthy individuals with normal blood pressure. MVM supplementation also did not lower the risk of hypertension in individuals with normal blood pressure.

“These RCT findings suggest that MVM intake lowers blood pressure in individuals with hypertension or chronic disease but has little effect in normotensive individuals and does not prevent hypertension,” the researchers wrote.

Another example is the potential of MVM supplementation to significantly reduce the number of infections among adults under the age of 65.

In contrast, no significant effect of MVM supplementation on infection rates in older adults, although findings indicated that MVM supplementation for at least could reduce the number of infections in undernourished older adults

“Overall, RCT findings indicate that MVM supplementation does not reduce infection risk in older adults from populations that are a mix of community-dwelling and institutionalized individuals who are typically healthy, but it may lower infection rates in younger adults from populations that are hospitalized, undernourished and acutely ill, particularly burn patients,” the researchers wrote.

Effects on women’s health

There was also limited evidence on MVM’s benefits for women, including pregnant women.

For example, pooled analysis of observational studies did not find associations between MVM use and incidence of breast cancer.

“Thus, observational findings suggest that MVM supplementation is not associated with the risk of breast cancer,” the researchers wrote.

Similarly, there was a lack of benefits for pregnant women, including a lower risk of gestational hypertension or preeclampsia incidence, except for one RCT involving 955 participants that showed a potential protective effect on gestational hypertension.

Future research

Based on the findings, the researchers proposed that future clinical trials examine the effects of MVM supplementation in specific populations that have demonstrated, or confirmed via laboratory tests, deficiencies in micronutrient levels.

“Stratification by baseline nutritional status, dietary intake and genetic or lifestyle factors may help identify subgroups most likely to benefit,” they wrote. “Overall, the findings revealed a lack of consistency in the definition of MVM supplementation and substantial variability in MVM effectiveness depending on population, age, and health status.

“These results highlighted the importance of shifting from generalized supplementation approaches to more targeted, personalized nutritional strategies to support healthspan and longevity.”

Source: Ageing Research Reviews, 2025. doi: 10.1016/j.arr.2025.102965. “Multivitamin and mineral use: A rapid review of meta-analyses on health outcomes”. Authors: Weilan Wang, et al.