- U.S. supplement sales hit $72.88B after 5.5% growth in 2025
- Powders, gummies, sports nutrition and online sales drove the increase
- Practitioner input rose sharply as buyers sought trusted guidance
Nutrition Business Journal reported 2025 U.S. dietary supplement sales at $72.88 billion after 5.5 percent growth, with the figures presented at Natural Products Expo West in March 2026. Fitness and energy passed general health as the leading reported use.
Gummies ranked first among delivery formats, powders ranked second and liquids ranked third. Powders posted the fastest growth during the year, with liquids next and chewables after that. The pattern favors products that mix into a morning drink or travel in a small bag.
Sports nutrition rose 8 percent and specialty ingredients rose 7.1 percent. Herbs and botanicals rose 5.8 percent and reached 19.2 percent of the market. Meal replacements rose 5.7 percent. Vitamins kept the largest share at 26.7 percent but grew modestly, as did minerals.
The category mix shows which audiences are entering the market. Protein, creatine and hydration products are spreading past athletes. A midyear update dated June 30, 2026 reports creatine interest among women, active aging consumers and lifestyle wellness buyers. Healthy aging rose 14.3 percent, while gut health rose 6.5 percent.
Mushroom coffee shows a similar move from niche to grocery shelf. Its global market is valued at 3.41 billion dollars in 2026 and projected to reach 5.56 billion dollars by 2035. North America held 29 percent of revenue in 2026. Powder held 64 percent of format share, while supermarkets and hypermarkets held 47 percent of distribution.
Electrolyte gummies show convenience paired with cost and regulatory limits. Their global market is expected to rise from 1.94 billion dollars in 2026 to about 5.25 billion dollars by 2035. In 2025, online stores accounted for the largest share of distribution. Higher manufacturing costs push up retail prices, while national rules on gummies as dietary supplements remain strict.
Buying channels are changing as fast as product types. The mass market held 27.1 percent share, with natural and specialty at 25.4 percent and ecommerce at 24.3 percent. E-commerce grew fastest in 2025 and is forecast to lead by 2028.
Social commerce remains small but persistent. Early estimates place TikTok Shop supplement sales near 1 billion dollars in 2025. For the year ending in January 2026, the platform represented 3 percent of all supplement sales, up 71 percent from the prior year. Most surveyed brands said they feel unprepared for social commerce.
Trust patterns are also moving. A 2026 NBJ consumer survey found 71 percent rated supplements as essential or important to everyday health. Healthcare practitioners as an important information source increased to 55 percent, compared with 23 percent in 2024. Erika Craft, market research analyst at NBJ, said healthcare practitioners have become a major source of product discovery for shoppers.
Watch whether e-commerce sustains its pace toward 2028, and whether practitioner input keeps influencing which botanicals enter daily use.
Benjamin Marsh
Benjamin looks after the brands Face Value works with and makes sure every sponsored page is labelled as one. He spent six years on the commercial side of a New Jersey contract lab, which is where he learned what a stability test costs.
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