As consumers remain focused on their health and wellness, supplement use has reached a record high, according to a survey commissioned by NOW in partnership with market research firm Suzy; 76% of participants reported daily use, and 44% reported increased use in 2025 compared to 2024.

Shoppers’ main wellness priorities for using supplements included overall health (55%), immunity (47%), energy support (44%), stress and mood support (41%), and weight management (35%).

According to SPINS, sales of condition-specific supplements grew 13.5%, indicating consumer preference for solutions that address their personal health issues, beyond general well-being.

Growth and Usage Trends

The vitamin and mineral segment of the U.S. dietary supplement industry accounted for about $9 billion in sales for the 52-week period ending November 2025, according to SPINS data, representing 9.4% year-over-year growth.

Multivitamins continue to anchor the category, offering a convenient catch-all for busy consumers. Innovation and growth are also coming from specialized subcategories, such as condition-specific blends that target the needs of post-menopausal women or men over 50. 

Convenience continues to shape buying decisions. According to a 2025 VMS Attitude & Usage Survey from SPINS, tablets, gummies, and softgels remain the most preferred supplement formats overall. However, diversification of delivery forms is accelerating, and brands are catering to both experience and efficacy.

Gummies hold the highest market share in the multivitamin category (18%). While category sales dipped about 3.5% in 2025, the segment remains sizable at over $700 million.

Mineral supplements in gummy form were up nearly 18%, closing in on $200 million in annual sales.

Manufacturers continue to refine gummy formulations with lower sugar content, functional fiber, or alternative sweeteners to align with wellness priorities. Emerging technologies, such as pectin-based systems and heat-stable active encapsulation, are also broadening the range of nutrients suitable for gummy delivery.

While gummies dominate in visibility, liquid multivitamins are quickly gaining ground, up nearly 51% year-over-year to surpass $100 million in sales. These formats appeal to consumers seeking rapid absorption or those who prefer to mix supplements into smoothies or beverages.

Powdered stick packs and effervescent tablets are also benefiting from the rise in on-the-go, “wellness drink” culture. Electrolyte powders with added vitamins, for example, have become crossover hits between hydration and nutrition categories.

Despite excitement around new formats, softgels and tablets remain staples thanks to stability, dosing accuracy, and cost efficiency. Leading brands are updating legacy lines with cleaner label excipients and plant-based capsules to meet modern expectations for transparency and sustainability.

Consumers today not only expect supplements to work, but they also expect proof and integrity. Clean label formulations are gaining momentum, with brands removing artificial colors and unnecessary binders. At the same time, scientific substantiation continues to shape purchasing decisions.

Hydration Stays Hot

Hydration has been one of the hottest supplement categories in recent years, with sales growing 26% last year. Often containing vitamins and a range of minerals like sodium, potassium, magnesium, and calcium, hydration products are quickly becoming common staples in consumer health regimens.

Nearly 19% of households have purchased hydration supplements, according to SPINS data for the 52-week period ending in June 2025. Notably, more than 60% of buyers are repeating their purchase.

Sales of hydration and electrolyte powder supplements grew 20% to more than $1.6 billion. Beyond quenching thirst, brands are positioning products for energy, immunity, focus, recovery, and more.

Brands are diversifying formats as well. For example, Liquid Death, a popular ready-to-drink (RTD) product, now offers a ready-to-mix (RTM) stick pack. In the other direction, LMNT, which started with an RTM product, launched an RTD option in 2024.

Gummies are getting into the mix as well, offering consumers concentrated electrolyte formulas that feature essential minerals.

Multivitamins for Preventive Health

Multivitamins remain the most widely used supplement in the U.S., supported by decades of consumer familiarity and trust. However, the positioning of multivitamins is evolving. Once viewed primarily as “nutritional insurance,” they’re now being reframed as part of proactive self-care routines, particularly as more evidence connects nutrient adequacy with healthy aging and disease prevention.

Recent analyses from the Cocoa Supplement and Multivitamin Outcomes Study (COSMOS) have helped reinvigorate scientific and public interest in this foundational category.

The original COSMOS-Mind trial, published in Alzheimer’s & Dementia in 2022, linked daily multivitamin use with improved memory and global cognitive function in older adults — a finding that has since been replicated and expanded upon in follow-up studies. These results suggest that maintaining micronutrient sufficiency may support long-term brain health, especially among aging populations with suboptimal diets.

Adding to this body of research, a new secondary analysis of COSMOS, published in Hypertension by researchers at the Mass General Brigham Department of Medicine, investigated whether daily multivitamin use might also impact blood pressure outcomes. The analysis included 8,905 older adults without hypertension at baseline who were randomized to receive a multivitamin or placebo, with a median follow-up of 3.4 years.

Overall, the study found no significant reduction in hypertension risk or blood pressure across the full study population. However, in a key subgroup of participants with lower diet quality, researchers observed a small but statistically significant improvement in blood pressure and hypertension risk.

“Nutrition is one of the cornerstones for controlling blood pressure and hypertension,” said corresponding author Rikuta Hamaya, MD, PhD.

“Our findings suggest that a daily multivitamin may not be a one-size-fits-all solution for controlling blood pressure, but could be beneficial for important subsets of older adults,” said Howard Sesso, ScD, MPH, corresponding and senior author. 

These results underscore an important nuance in how multivitamins may support preventive health. Their impact appears most meaningful for individuals with nutrient gaps or less-than-ideal dietary patterns. In other words, while multivitamin use may not lower disease risk across the entire population, it could play a role in bolstering nutritional adequacy and mitigating risk factors among those who need it most.

The COSMOS findings collectively emphasize the changing landscape for multivitamin supplementation — focusing on targeted benefits, population-specific effectiveness, and the link between nutrition and preventive medicine. As more long-term data become available, multivitamins might be seen less as a universal supplement and more as an affordable, accessible way to support cognitive and cardiovascular health in aging populations.

Nutrient Adequacy in Special Populations

Adequate nutrient intake is essential to promote health, reduce chronic disease, and prevent both deficiencies and toxicities. As new lifestyle and medical interventions become more common, understanding how they affect nutrient status is increasingly important.

For example, researchers at GNC recently conducted a nutritional analysis of GLP-1 receptor agonist (RA) users to evaluate potential nutrient deficiencies. Results showed that, compared to Dietary Reference Intake (DRI) values, participants taking GLP-1 RAs consumed adequate amounts of B vitamins, copper, phosphorus, selenium, and zinc, but had insufficient intakes of fiber, calcium, iron, magnesium, potassium, choline, and vitamins A, C, D, and E.

“Patient-centered nutritional guidance is essential to optimize health outcomes and prevent unintended health consequences,” the researchers concluded. “Future large-scale studies are needed to assess the replicability of these findings and provide custom nutritional guidance for those on a GLP-1RA medication.”

These findings reinforce the broader message emerging from the COSMOS research: maintaining micronutrient sufficiency remains a cornerstone of preventive healthcare. Whether due to dietary patterns, aging, or the effects of novel weight management therapies, multivitamins can serve as a practical tool to help fill gaps and support overall wellness.

Conclusion

The vitamin and mineral supplement market remains a cornerstone of the broader nutraceutical industry, and it’s anything but static. Product diversity, scientific rigor, and format innovation are breathing new life into a mature category.

As consumers blend convenience with evidence-based wellness, brands that offer trustworthy, enjoyable, and targeted nutrition solutions are poised to keep this $9 billion segment growing strong.