The dietary supplement industry has transformed in recent years. The number of categories has dramatically expanded, from vitamins and minerals in the early days to protein, probiotics, and collagen to name a few. So, what’s the state of the market right now and where might future opportunities lie?

In this article – we’ve collated the latest supplement industry statistics including revenue, growth, and key market segments.

We’ve spent 15+ years working in the health and wellness industry, from supplement companies to leading fitness brands, so we know the market inside-out. We proactively study the ever-changing landscape, highlight new trends, and analyse the big players. For the last 5 years, we’ve shared this expertise with the wider industry through our articles and Research Reports which are available to purchase.

Dietary Supplements Industry Overview

Supplements are a huge market within the nutrition industry that only looks set to grow in the coming years…

  • The dietary supplements market is estimated to be worth $193.7bn in 2024 [Wellness Creative Co].
  • It’s predicted to grow at a rate of 9.1% each year [Grand View Research].
  • Vitamins are the largest segment within the supplement industry.
  • The biggest nutritional supplement manufacturers are BASF, Abbot Laboratories and Koninklijke DSM [Wellness Creative Co].
2024 Nutrition Industry Market Report

Supplement Market Segments

The key segments within the supplement market are…

  • Vitamins
  • Minerals
  • Botanicals
  • Protein & Amino Acids
  • Fibres & Carbohydrates
  • Probiotics
  • Prebiotics & Postbiotics
  • Omega Fatty Acids

Of these ingredient segments, vitamins are the largest but there’s an ever-changing battle for the remaining market. This is due to rapid scientific innovation, manufacturer marketing, and trending topics that capture consumer interest.

Supplement Market Segments
Our Nutrition Market Report includes a dedicated chapter on dietary supplements that includes the key segments, growth areas, and opportunities.

Vitamin Market

The vitamin market is a well-established supplement segment but brands continue to innovate their product offerings…

  • The vitamins market is estimated to be worth $55.9bn in 2024 [Wellness Creative Co].
  • It’s growing at a rate of 7.3% each year [Wellness Creative Co].
  • Multivitamins are the largest sub-segment accounting for 40% [Wellness Creative Co].
  • Micronutrient deficiencies are common in North America and Western Europe e.g. in the UK many women are deficient in selenium (50%), iron (25%), and potassium (24%) and men are deficient in selenium (26%), magnesium (14%), and vitamin A (11%) [NHS].

Read more… in our detailed overview of the vitamin and mineral market.

Nutrition Market 2024 Overview

Protein Supplements Market

Protein supplements have been a top-performing segment for some time, driven by nutritional needs for older adults and the lucrative sports market.

  • The protein market is expected to reach $32.6bn by 2027, growing at a CAGR of 8% between now and then.
  • Growth in plant-based protein supplements is outpacing dairy, with the former estimated to account for almost 30% of all protein revenue ($9.57bn) within 5 years.
  • Pea protein is the fastest growing sub-segment at 20% per year between now and 2026.
Protein Supplements Market Overview

Probiotic Supplements Segment

Gut health is well and truly having a moment. There’s a rapidly increasing awareness of the benefits related to digestive bacteria and the role they play in overall wellness. From the body-mind connection to immune system, interest in gut health is one of the factors driving probiotics consumption.

  • The probiotics market is worth more than $2 billion and growing at at over 7% per year [GM Insights]. 
  • Food and drink containing probiotics are increasingly popular with consumers.
  • Awareness of the potential benefits of probiotic strains may also drive demand.
2024 Nutrition Industry Market Report

Collagen Supplements Market

A large number of nutrition brands have launched new collagen products in the last year. 

  • The collagen market is worth more than $3.5 billion [GM Insights].
  • It’s predicted to grow at over 8% per year between now and 2026. 
  • While North America is the largest market, Asia Pacific is the fastest growing region.

Looking at vitamin and supplement trends can be helpful in identifying opportunities. Whether you’re looking to develop your own nutritional product or thinking about what to stock in your gym, here’s what’s hot in the industry right now…

  1. Plant protein – protein is a consistently high-performing supplement but the popularity of plant-based formulations is growing rapidly.
  2. Probiotics – increasing consumer interest is helping to drive this segment. 
  3. Collagen – supplement brands have raced to incorporate this ingredient into their ranges.
  4. CBD – a high-growth area in numerous wellness industry sectors including nutrition.
  5. Liquid encapsulation – is a trend being driven by manufacturers to aid deliverability and effectiveness of their supplements.

You might also like… Top Nutrition & Healthy Diet Trends.

2024 Nutrition Industry Report

This is the most comprehensive and up-to-date nutrition industry research report available. Unlike others, you get extended access to the 2024 edition, including any updates that are made as new market data becomes available. Ideal for business planning, the report includes;

  • Nutrition industry growth, revenue & future predictions
  • Impact of recent global events & estimated recovery timelines
  • Growth markets, segments & audiences including Millennials
  • Latest industry trends & how to capitalise on them
  • Financial information for the largest nutrition manufacturers globally
  • Biggest & fastest-growing nutrition brands
  • 14-day money-back guarantee, no questions or hassle​
2024 Nutrition Industry Market Report
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Caroline @ Wellness Creative Co

Qualified personal trainer (BSc Sports Science) & nutritionist (MSc Human Nutrition) with 15+ years of fitness & wellness marketing experience working with global brands.