The global dietary supplements market is on a strong upward trajectory. Valued at USD 179.53 billion in 2024, the market is projected to reach USD 258.75 billion by 2029, growing at a CAGR of 7.6%. This rapid expansion is powered by rising health awareness, the plant-based movement, and the influential role of social media in shaping consumer perceptions of wellness.
Plant-Based Lifestyles are Redefining the Supplements Market
As more consumers adopt plant-based diets, the demand for supplements that support these lifestyles is gaining momentum. The global shift away from dairy and meat is not only transforming traditional food categories but is also reshaping nutritional supplementation.
Consumers today want products that align with their values—sustainability, cruelty-free practices, clean labels, and natural ingredients. As a result, plant-based supplements such as vegan proteins, botanical extracts, plant-derived vitamins, and herbal blends continue to gain traction.
Health-conscious individuals, especially vegans, often face challenges in meeting essential nutrient requirements such as protein, vitamin B12, iron, or omega-3 fatty acids. This nutritional gap is driving a surge in specialized plant-based formulations tailored to immunity, energy, metabolism, and overall wellness.
A noteworthy example is the August 2023 launch of Herbalife V, a new plant-based supplement line with products ranging from protein shakes to greens boosters and immunity-support blends—highlighting the industry’s focus on quality, clean nutrition, and sustainability.
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Adults Remain the Largest Consumer Group
Adults continue to dominate the dietary supplements market between 2024 and 2029, owing to their growing focus on health and disease prevention.
What’s Driving Adult Consumption?
- Young adults are embracing supplements for fitness, energy, and lifestyle enhancement.
- Middle-aged and older adults turn to supplements for healthy aging, immune support, heart health, and chronic condition management.
- There is growing awareness of mental well-being, which boosts demand for supplements targeting cognitive function, sleep, stress relief, and mood enhancement.
Products like multivitamins, omega-3s, probiotics, herbal adaptogens, and nootropics are becoming everyday essentials across adult age groups.
Sports Nutrition Takes Center Stage
Sports nutrition continues to hold a significant share of the dietary supplements market, driven by the global rise of fitness culture.
Why Sports Nutrition is Growing Quickly
- Increasing participation in gym workouts, running, cycling, strength training
- Greater awareness of nutrition’s role in performance, endurance, and recovery
- Demand for supplements that support muscle growth, energy, strength, and recovery
Some of the most sought-after sports nutrition supplements include:
- Protein powders (including whey & plant-based)
- BCAAs
- Creatine
- Pre-workout and post-workout formulas
Creatine, for example, remains a top choice for boosting strength and high-intensity performance, while protein supplements dominate for their role in muscle repair and growth.
With continuous innovations and more personalized fitness solutions, the sports nutrition category is poised for sustained expansion.
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Europe: A Leader in Quality and Regulation
Europe holds a significant market share in the dietary supplements industry due to its stringent, highly trusted regulatory environment.
What Makes Europe Stand Out?
- The European Union enforces strict rules on safety, quality, and labeling.
- The EU Health Claims Regulation requires scientifically proven claims, limiting misleading information.
- These regulations reinforce consumer confidence, leading to higher adoption rates.
- Companies are encouraged to invest in clinical research, spurring innovation in scientifically backed nutritional products.
Such a regulated environment ensures that only safe, transparent, and high-quality supplements enter the European market.
Key Companies Shaping the Global Dietary Supplements Landscape
The market is characterized by strong competition and frequent innovation from global players such as:
- Nestlé (Switzerland)
- Abbott (US)
- Amway Corp (US)
- Otsuka Holdings Co., Ltd (Japan)
- Glanbia PLC (Ireland)
- Bayer AG (Germany)
- Haleon Group (UK)
- Herbalife International (US)
- Nature’s Sunshine Products, Inc (US)
- Bionova (India)
- Arkopharma (France)
- American Health (US)
- H&H Group (Hong Kong)
- Nu Skin (US)
- Vitaco (New Zealand)
These companies continue to drive innovation through plant-based product lines, advanced sports nutrition formulas, scientifically supported ingredients, and technology-enabled customization.
Conclusion
The dietary supplements market is entering a dynamic growth phase shaped by consumer demand for clean-label, plant-based, scientifically backed, and personalized nutrition. Whether it’s adults striving for holistic wellness, athletes optimizing performance, or individuals pursuing sustainable lifestyles, supplements are becoming integral to modern health routines.
As regulatory frameworks strengthen and brands innovate with purpose, the industry’s outlook remains promising—setting the stage for robust growth through 2029 and beyond.
