SAN FRANCISCO — The dietary supplements sector is set for significant growth in the United States over the next decade, creating major opportunities for mass, drug, and grocery retailers, according to a new report from Grand View Research.
The firm estimates the U.S. dietary supplements market was valued at $68.74 billion in 2025 and is expected to reach $131.08 billion by 2033, reflecting a compound annual growth rate (CAGR) of 8.5% from 2026 to 2033.
The expansion is driven by increasing consumer interest in preventive healthcare, greater awareness of nutrition’s role in long-term wellness, and high demand for products that support immunity, energy, digestive health, and mental well-being.
For retailers, the category remains focused on vitamins, which made up 28.1% of U.S. supplement revenue in 2025. Multivitamins, vitamin D, and vitamin C products continue to generate consistent sales as consumers look for basic wellness options.
Immune health supplements also remain a major growth driver. The segment accounted for 10.9% of U.S. dietary supplement revenue in 2025, highlighting ongoing consumer demand for products that support everyday health.
Format innovation is transforming merchandising strategies across the category. Powdered supplements are expected to grow at a 10.2% CAGR in the United States through 2033, gaining popularity among fitness-conscious consumers and shoppers looking for customizable nutrition options.
Adults are the largest consumer group for supplements, making up 63.3% of U.S. dietary supplement revenue in 2025. Meanwhile, specialty segments like prenatal supplements are rapidly expanding, with the category expected to grow at a 12.8% CAGR through 2033.
Despite the ongoing growth of e-commerce, brick-and-mortar retail still dominates as the main sales channel for dietary supplements. Grand View Research reports that offline channels, including pharmacies, supermarkets, and health stores, made up 77.1% of U.S. supplement sales in 2025, emphasizing the significance of in-store merchandising, pharmacist recommendations, and trusted retail environments.
Online channels are still gaining momentum, and are expected to grow at a 9.6% CAGR through 2033 as subscription services, digital wellness platforms, and personalized nutrition programs expand.
The report indicates that retailers prioritizing wellness-focused assortments, functional formats, and targeted health solutions will be well positioned to continue capturing growth in the dietary supplements category.
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