Nutritional Supplements Market in the United States

Base Year: 2019
Published July 2020​
Regional Coverage: United States

A comprehensive analysis of the U.S. market for nutritional supplements focusing on key trends, developments, challenges, and business opportunities. This report addresses multi- and single-letter vitamins, minerals, herbal products, and specialty supplements.


  • Size and segmentation of the vast nutritional supplements market including:
    • Branded products
    • Private-label products
  • Recent developments including M&A activity, market trends, and notable new products
  • Competitive assessment includes sales by company and market share
  • Retail distribution through all major outlets including food, drug, mass merchandisers, online, health food stores, warehouse clubs, direct sales and other outlets
  • Assessment of marketing activity including promotional tools, advertising and digital campaigns
  • Forecasts through 2024 by segment with insights on issues and trends likely to influence the category in the future

Report Contents


Executive Summary

An overview of the report findings

Market Segments

For each of the four segments shown in Table 1, the following information will be provided:

  • Category performance
  • Recent developments
  • Competition
  • Retail distribution
  • Marketing activity
  • Outlook
Table 1: Segments Covered​​
Segment name Vitamins Minerals​ Herbal products Specialty supplements​
Includes these types of products: ​Adult multivitamins​ ​​Calcium​ ​Elderberry​ Omega 3s and heart health supplements
​Children’s multivitamins ​Iron ​Garlic, ginseng, ginkgo biloba Glucosamine and chondroitin, CoQ10, and joint health supplements​
​Single letter vitamins (A, B, C, D, and E) ​Echinacea ​Brain health supplements
Soy, saw palmetto Collagen for hair, skin, nail support​​

Report Benefits

This report serves as an excellent resource for producers and marketers of nutritional supplements because it is based on extensive primary research with marketers in this space.  Specifically, this report assists subscribers by providing:

    • A highly reliable and independent assessment of sales and forecasts for nutritional supplements by market segment
    • Assessment of specialty supplements and herbal products including hot ingredients and expected future  market performance
    • Five-year forecasts that are grounded in reality and provide an objective source to inform business strategy and planning

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