The global dietary supplements market size is anticipated to reach USD 327.42 billion by 2030, according to a new report by Grand View Research, Inc. The market is projected to grow at a CAGR of 9.1% from 2024 to 2030. With a growing emphasis on preventive health measures and a rising number of elderly individuals, there has been a marked increase in the pursuit of wellness and related products. Modern lifestyles, with their busy schedules and processed diets, often lead to a lack of essential vitamins. Dietary supplements comprising vitamins provide an easy way to meet these nutritional needs. For instance, vitamin D is essential for bone strength and preventing diseases like osteoporosis, vitamin A enhances vision health and helps prevent eye conditions, and vitamin C aids in skin repair and counters aging and environmental skin damage. These advantages of vitamins make them an integral part of the dietary supplements market and thereby aid in its upward growth.

Market Outlook

The market outlook for vitamins within the dietary supplements industry remains robust and is expected to witness sustained growth over the next several years. In addition, vitamin-based supplements emerged as the dominant ingredient-based segment in the dietary supplements market. The increase in health consciousness, along with an increased understanding of nutritional deficiencies, has propelled the inclusion of vitamins into daily diets. Market companies continuously fund RD to innovate and develop the most effective supplements for various health objectives. In addition, market dynamics are further influenced by innovations in product formulations, such as the development of specialized vitamin formulations customized for specific consumers. Moreover, the convenience of new delivery formats such as gummies, powders, and ready-to-drink supplements is appealing to consumers. Hence, vitamins are propelling the growth of the dietary supplements industry.

For instance, in August 2023, Nutritional Research Company (NRC) launched its Absorbable supplement range, including Vitamin C and two doses of Vitamin D3, to enhance immunity.
Market Opportunities

Personalized Nutrition Solutions: The trend towards personalized health and nutrition presents a significant opportunity in the vitamins market. Advances in technology, such as genetic testing and AI-driven health assessments, have led to the creation of customized vitamin formulations tailored to individual health needs and genetic profiles. Companies effectively utilizing these technologies and offering personalized vitamin supplements can gain a competitive edge, meeting the growing demand for tailored health solutions. For instance, in February 2023, GenoPalate introduced GenoVit, a personalized supplement comprising vitamins based on genetic testing.

Health Immunity Products: The increased focus on immune health, particularly post-COVID-19 pandemic, has created a huge demand for vitamins supporting immune function, such as Vitamin C, Vitamin D, and Zinc. Developing and marketing vitamin supplements specifically aimed at bolstering immune health may aid in the growth of this segment. This opportunity is further strengthened by a continued emphasis on preventive healthcare and the increasing consumer inclination towards maintaining long-term health and wellness.

Role of Key Players

The dietary supplements market is expected to witness significant growth due to growing customer awareness. The market is witnessing a pronounced shift towards personalized nutrition, where vitamins are tailored to individual health needs, addressing concerns from boosting immunity to improving bone density. This customization trend is not only achieving specific health goals but also enhancing innovation and diversification within the industry. Moreover, the vitamins segment is benefiting from the convergence of food, wellness, and medicine. In February 2023, Amway launched a new Nutrilite supplement line with gummies and jelly strips targeting millennials’ health, immunity, bones, and eyes.

Dietary Supplements Market Report Highlights

• Vitamins dietary supplements accounted for a substantial market share of 30% in 2023. These supplements are available in several forms, such as vitamin A (carotenoids and retinols), vitamin B (folic acid), vitamin C (ascorbic acid), and vitamin D (cholecalciferol), among others.

• Energy and weight management supplements had a lion share in the market with demand exceeding 30 % in 2023. Sports enthusiasts mainly influence the demand for dietary supplements that include vitamins and proteins.

• Adults were the largest consumers of supplements with a revenue share of 46.01% in 2023. The rising consumption of dietary supplements by working individuals to maintain a healthy lifestyle is expected to remain a favorable factor for the market.

• OTC sales of dietary supplements held the largest revenue share of 75.5% in 2023. The OTC sales of dietary supplements are anticipated to witness steady growth because of rising consumer awareness regarding the nutritional value and health benefits of these products.

• Offline sale of dietary supplements accounted for over 80% revenue in 2023. An increase in the number of prescribed dietary supplements by medical practitioners for treating gastrointestinal disorders, immunity-related issues, bone health, folic acid deficiencies, heart health, and age-related macular degeneration is expected to augment offline sales.

• Based on form, the tablets segment held a revenue share of 32.3% in 2023. High-quality supplements use excipients that aid in tablet absorption and disintegration. However, the natural coating provides better dissolution.

• Asia Pacific dietary supplements market was dominant with a revenue share of 34.9% in 2023. The region is anticipated to witness increasing demand for dietary supplements as key participants are introducing their brands in the untapped markets of Southeast Asia.

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Dietary Supplements Market Segmentation

Grand View Research has segmented the global dietary supplements market based on ingredient, form, application, end user, type, distribution channel, and region:

Dietary Supplements Ingredient Outlook (Revenue, USD Billion; 2018 - 2030)

• Vitamins

• Botanicals

• Minerals

• Protein Amino Acids

• Fibers Specialty Carbohydrates

• Omega Fatty Acids

• Probiotics

• Prebiotics Postbiotics

• Others

Dietary Supplements Form Outlook (Revenue, USD Billion; 2018 - 2030)

• Tablets

• Capsules

• Soft gels

• Powders

• Gummies

• Liquids

• Others

Dietary Supplements Application Outlook (Revenue, USD Billion; 2018 - 2030)

• Energy Weight Management

• General Health

• Bone Joint Health

• Gastrointestinal Health

• Immunity

• Cardiac Health

• Diabetes

• Anti-cancer

• Lungs Detox/Cleanse

• Skin/ Hair/ Nails

• Sexual Health

• Brain/Mental Health

• Insomnia

• Menopause

• Anti-aging

• Prenatal Health

• Others

Dietary Supplements End User Outlook (Revenue, USD Billion; 2018 - 2030)

• Infants

• Children

• Adults

• Pregnant Women

• Geriatric

Dietary Supplements Type Outlook (Revenue, USD Billion; 2018 - 2030)

• OTC

• Prescribed

Dietary Supplements Distribution Channel Outlook (Revenue, USD Billion; 2018 - 2030)

• Online

• Offline

  • Hypermarkets/Supermarkets

  • Pharmacies/Drugstores

  • Specialty Stores

  • Practitioners

  • Others

Dietary Supplements Regional Outlook (Revenue, USD Billion; 2018 - 2030)

• North America

  • U.S.

  • Canada

  • Mexico

• Europe

  • Germany

  • UK

  • France

  • Italy

  • Spain

• Asia Pacific

  • China

  • India

  • Japan

  • Australia New Zealand

  • South Korea

• Central and South America

  • Brazil

  • Argentina

  • Colombia

• Middle East and Africa

  • Saudi Arabia

  • UAE

  • South Africa

List of Key Players in Dietary Supplements Market

• Amway Corp.

• Abbott

• Bayer AG

• Glanbia plc

• Pfizer Inc.

• Archer Daniels Midland

• NU SKIN

• GlaxoSmithKline plc.

• Herbalife Nutrition Ltd.

• Nature's Sunshine Products, Inc.

• XanGo, LLC

• RBK Nutraceuticals Pty Ltd

• American Health

• DuPont de Nemours, Inc.

• Good Health New Zealand

• Nature's Bounty

• NOW Foods

About Grand View Research

Grand View Research, Inc. is a U.S. based market research and consulting company, registered in the State of California and headquartered in San Francisco. The company provides syndicated research reports, customized research reports, and consulting services. To help clients make informed business decisions, we offer market intelligence studies ensuring relevant and fact-based research across a range of industries, from technology to chemicals, materials and healthcare.