US Supplement Market Overview
The $33.7 billion US retail vitamin, mineral, and supplement market is forecast to grow at a CAGR of 3-4 percent from 2020 to 2025.1 Concerns about the COVID pandemic have inspired countless consumers to turn to vitamins, minerals, and supplements for health and wellness support, with more than three out of four US consumers now using these products.2
The top five companies in the category account for 18 percent of the branded market, while private label accounts for 8 percent.3 Mass market retail is the leading sales channel for vitamins, minerals, and supplements and will continue to hold the top spot through 2022. However, the rapid growth in e-commerce for supplements during the COVID lockdown marks an important shift since many consumers are likely to hang on to this new habit.
Immune Support Products Fastest Growing
While the most common reason US consumers are using a vitamin, mineral, or supplement is to support overall health (61 percent),4 the breakdown of sales growth in the category shows immunity is top of mind. Cold/flu/immunity products led in category growth last year, up 70 percent compared to less than 10 percent the year before.5