Dietary supplement sales in the U.S. reached $72.88 billion in 2025, on 5.5% growth, according to data from Nutrition Business Journal (NBJ) reported at Natural Products Expo West in March 2026.

NBJ divides the market into six categories: vitamins (26.7%), specialty ingredients (22.4%), which includes omega-3s, probiotics, CoQ10, collagen, and more, herbs and botanicals (19.2%), sports nutrition (15.6%), meal replacements (10.3%), and minerals (5.8%).

Subscribe to our weekly newsletter to stay current with all our news and analysis. 

Vitamins and minerals experienced modest growth compared to sports nutrition (+8%), specialty (+7.1%), herbs and botanicals (+5.8%), and meal replacements (5.7%).

Sports nutrition was fueled in large part by delivery format innovation, according to Erika Craft, market research analyst at NBJ. Clear protein powders, creatine chews and gummies, and shots containing protein, collagen, and other amino acids are on trend.

Growth of specialty ingredients has been fueled in large part by gut health formulas, including probiotics, fiber, and synbiotics, Craft noted. Meanwhile, top-performing herbs and botanicals include adaptogens and other ingredients associated with hormonal balance and longevity.

Delivery Formats

Gummies maintained their position as the top-selling supplement delivery format last year, comprising 24.6% of all sales, followed by powders (18.7%), liquids (12.7%), softgels (12.5%), capsules (10.3%), tablets (7%), effervescents (4.2%), quick-dissolve strips (2.5%), vegetarian capsules (2.2%), and all others (1.6%).

The fastest-growing delivery formats on the market in 2025 were powders (+11%), liquids (+10%), and chewables (+9.5%), according to Bill Giebler, content and insights director at NBJ, noting that consumers are leaning into food-like formats.

Health Conditions

Regarding health focus, fitness and energy supplements (18% market share), eclipsed general health (17.4%), followed by weight management (11%), cold, flu, and immunity (7.1%), gastrointestinal health (6.2%), heart health (5.2%), women’s general health (3.8%), blood sugar management (3.8%), joint health (3.2%), and bone health (3.2%).

Weight management (+7.5% in 2025), gut health (+6.5%), and healthy aging (+14.3%) were major growth drivers in the past year.

Consumers Seek Out Credibility

According to a 2026 consumer survey from NBJ, 71% of consumers (supplement users and non-users) said they view supplements as essential or important to everyday health. “Supplements are no longer viewed as a luxury,” Craft said.

Shoppers are increasingly interested in third-party product certifications. Top certifications of interest included Made in the USA (48%), which surpassed USDA Organic (35%) for the first time, Non-GMO Project Verified (26%), certified gluten-free (18%), and USP verified (17%).

Over the past year, consumers are significantly more interested in certifications like carbon/climate neutral, fair trade, and Non-GMO Project. “Interest in many third-party certifications has more than doubled over the past year,” Craft said.

There’s also been a significant increase in how much shoppers rely on digital research, practitioners, and emerging AI tools to inform their supplement purchases.

The information sources for supplements that survey respondents said were important to them included:

• The internet, including WebMD, Google, and PubMed (55%)
• Healthcare practitioners (55%) — compared to just 23% in 2024.
• Friends and family (43%)
• Social media/influencers (31%)
• TV/radio (17%)
• AI platforms (16%)

“Healthcare practitioners have really become a big source of product discovery that people are leaning on now,” said Craft. “People are really seeking out the most science-based, clinically-researched product.”

Mass Market Sales Hold Strong as Top Channel

Most supplement sales now come from the mass market channel (27.1% market share), followed by the natural and specialty channel (25.4%), e-commerce (24.3%), the practitioner channel (9.3%, including HCPs, gyms, health clubs), and mail-order, direct TV, and radio (2.5%).

“While lots of natural retailers said they wished everyone would start taking these products, it’s sort of a ‘be careful what you wish for’ situation,” said Giebler. Nonetheless, NBJ data showed the natural and specialty channel is still experiencing healthy growth, and Gen Z shoppers index highly as brick-and-mortar and natural/specialty shoppers.

E-commerce experienced the fastest growth rate in 2025 and is projected to be the leading channel for supplement sales by 2028. However, since 2020, when the mass market represented 14% of the market, the mass market channel had the most dramatic growth.

Beyond typical e-commerce sites, sales from social media (TikTok Shop in particular, but also Instagram ad links) are emerging as a noteworthy category. Initial estimates suggest that TikTok Shop sold about $1 billion of supplements in 2025, and brands would benefit from marketing that’s appropriate for this platform.

While it still represents only a small portion of the supplement market, the practitioner channel accounted for around 4% in 2021, signaling potential to become more mainstream. Fueling the practitioner channel’s growth are consumers’ greater engagement with practitioners on topics like metabolic health, longevity, and GLP-1 drugs; the expansion of digital fulfillment platforms that enable practitioners to work with clients remotely; and a growing preference for personalization.

The Confluence of Social Media and E-Commerce

Jack O’Leary, director of e-commerce insights at NielsenIQ, emphasized that the supplements industry in particular should pay attention to TikTok Shop as a sales channel.

For the past year, ending in January 2026, TikTok Shop became the channel through which 3% of all supplement sales happened. “That’s a year-over-year growth of 71%, which warrants a good deal of consideration,” O’Leary said.

TikTok Shop is a very supplement-heavy retail platform overall; vitamins and supplements made up 13% of all TikTok Shop sales, making it the top-selling product type on the platform; it was followed by other wellness categories, including hair care (9%), cosmetics (9%), and facial/skin care (7%).

There’s no clear way for analysts to determine how many consumers are buying products because of content seen on social media at any given time. “The greater influence of TikTok on shopping patterns is hard to quantify. It’s so influential on product discovery and inspiration, even beyond in-app sales, which should be thought of as the tip of the iceberg in terms of the impact on shopping behavior,” O’Leary said.

Traditional e-commerce platforms have “always struggled to inspire, influence, educate, or get people to spend time scrolling,” O’Leary said. “Social media is really, really good at that.” It’s only a matter of time before a deep convergence of social media and e-commerce happens, transforming how the industry markets, he noted.

Despite the writing on the wall, NIQ surveys of supplement brands found that most don’t feel they’re up for the task.

Just over half (54%) of respondents told NIQ they’ve been allocating funding to respond to social media trends for a while, and even fewer (37%) described themselves as “well-prepared.”

“Suppliers, too, need to get more comfortable monitoring social media, and using it as a marketing channel, possibly even engaging in TikTok Shop themselves,” to promote products featuring their ingredients, O’Leary said.