Wellness supplements market

Market Size and Trends

The wellness supplements market is estimated to be valued at USD 270.10 Bn in 2024 and is expected to reach USD 454.86 Bn by 2031, growing at a compound annual growth rate (CAGR) of 7.7% from 2024 to 2031.

The wellness supplements market has been witnessing significant growth over the past few years. Factors, such as increasing health consciousness among consumers and growing prevalence of lifestyle diseases, have been driving the demand for wellness supplements. Moreover, the ability of wellness supplements to provide targeted nourishment and support specific health conditions is further boosting their popularity. Additionally, rising disposable income levels along with improving standards of living have also been fueling the market growth. However, regulatory issues pertaining to the substantiation of label claims and strict guidelines over new ingredients may hamper the growth of the wellness supplements market during the forecast period.

Rising health consciousness

As people are becoming more concerned about their health and lifestyle, they are looking for convenient ways to maintain their overall wellbeing. There is greater awareness now about the importance of nutrition and supplements in daily life. Modern life comes with long working hours, less time for proper meals, higher stress levels, and often unhealthy diets. This has fueled the demand for wellness supplements that can fulfill nutrient deficiencies and promote health from within. People want solutions which are easy to incorporate in their routine, backed by science and effective in delivering tangible benefits. Moreover, access to health information is much higher today. People extensively research online about various nutrition and supplement options available in the market. This allows them to make informed choices.

Market Concentration and Competitive Landscape

Preference for natural and clean label products

With growing preferences for natural products, the wellness industry has seen a strong demand for clean label options. Consumers are wary of synthetic and chemically-processed ingredients in supplements. There is a clear shift to products which are free from common allergens, are plant-based, contain fewer ingredients, and have transparent labeling. The clean label trend has picked up significantly in recent years, influencing both product development cycles as well as purchase decisions. Customers give preference to supplements derived from natural sources like herbs, plants, and fruits which are perceived to be more familiar to the body with little or no side effects. Even for common supplement categories like vitamins and minerals, offerings from natural sources are preferred over the synthetic variants available in the market. Similarly, preference for vegan supplements has also increased manifold as more people adopt plant-based diets and lifestyles. Additionally, absence of major allergens like gluten, soy, and dairy is an important purchase criterion. With greater awareness of supplement ingredients, consumers check labels carefully for unnecessary additives and chemically-altered substances. Thus, supplement brands are formulating cleaner label, natural products to meet evolved consumer preferences. This consumer behavior is fueling the market growth.

Market Challenges: Stringent regulatory guidelines

The wellness supplements market faces several challenges. With an oversaturation of products, it is difficult for brands to differentiate themselves and build consumer loyalty. Customers often struggle to understand scientific jargon on labels and the actual health impacts of ingredients. Strict regulatory guidelines make it challenging to release new innovations. Additionally, the threat of counterfeit supplements circulating online and in local markets erodes trust in the overall industry.

Market Opportunities: Growing demand for tailored supplements

The mainstreaming of wellness concepts means more people are actively seeking supplements to support their health goals. An aging population demands products promoting longevity and active lifestyles. Tailored supplements designed for specific demographic needs present an avenue for growth. Emerging research validating ingredients like adaptogens and nootropics piques interest. Novel delivery forms beyond pills could attract new audiences.

Insights, By Supplement Type: Expanding awareness about benefits drives the growth of multi-vitamins and antioxidants

The supplement type segment includes proteins, carbohydrates, multi-vitamins and antioxidants, fibers, minerals, and others. The multi-vitamins and antioxidants segment is anticipated to hold 27.1% of the market share in 2024. Consumers are increasingly recognizing the essential role played by vitamins and antioxidants in boosting immunity, reducing oxidative stress, and promoting overall well-being. The COVID-19 pandemic has further reinforced the importance of strengthening health from within, driving strong demand for multi-vitamin and antioxidant supplements. Many people suffer from vitamin deficiencies due to lack of nutrients in regular diet and polluted environment. This provides a massive opportunity for multi-vitamin and antioxidant supplements to fulfill the nutritional gaps. Moreover, hectic modern lifestyles lead to fatigue and reduced immunity, prompting people to rely on these supplements. The positive recommendations by health experts and influencers regarding vitamins and antioxidants have boosted their popularity. Consequently, the multi-vitamins and antioxidants segment will continue dominating the wellness supplements market over the foreseeable future.

Insights, By Application: Improved access drives the growth of the immune health segment

The application segment includes inflammatory bowel diseases, metabolic diseases, weight management, women's health, allergic disorders, immune health, and others. Immune health contributed the highest share of the wellness supplements market and is projected to hold 29.1% of the market share in 2024. A weakened immune system leaves people vulnerable to various illnesses throughout the year. As awareness about building core immunity has risen significantly in recent times, especially amidst the COVID-19 outbreak, consumers have started taking immune health seriously. This provides a massive opportunity for immune health supplements to gain penetration. Earlier, these supplements used to be available mainly through expensive prescription packages. However, immune boosters are now easily available as over-the-counter products at affordable prices. This improved access through multiple sales channels including pharmacies, health stores, online portals as well as recommendation by doctors has propelled the uptake of immune health supplements. The growing prevalence of chronic lifestyle diseases also necessitates bolstering immunity, benefiting this segment's growth.

Insights, By Form: User convenience drives the preference for capsules & tablets

The form segment includes gummies & softgels, capsules & tablets, powder form, liquid form, and others. Capsules & tablets contributed the highest share of the wellness supplements market and is projected to hold 29.3% of the market share in 2024. Capsules and tablets are easier for most users to incorporate into their daily routine as compared to powders, liquids or gummies/softgels. Being small and lightweight, capsules and tablets can be easily packed and carried anywhere, improving user compliance. Their solid form also provides precision in dosage and ensures accurate consumption of recommended amounts of ingredients. The no-mess and spill-proof advantage of capsules and tablets makes them a preferred format for on-the-go lifestyles. Manufacturers are also able to incorporate high concentrations of ingredients into capsules and tablets, allowing them to deliver potent support in compact delivery. Collectively, the convenience and compliance benefits of capsules and tablets drive their widespread adoption among wellness supplement users.

Regional Insights

North America has established itself as the dominant player in the wellness supplements market over the years and is anticipated to hold 44.7% of the market share in 2024. The large population of health-conscious consumers and rising disposable incomes in countries like the U.S. have propelled the maket growth. Additionally, North America has traditionally been at the forefront of innovation in dietary and herbal supplements. Leading manufacturers have their headquarters in the region and invest heavily in new product development. This has ensured that North American consumers have easy access to the widest variety of supplements. Stringent regulations have also helped build consumer trust in the quality and efficacy of supplements sold. Regional players have highly optimized supply chains and distribution networks to service both brick-and-mortar retailers as well as the thriving e-commerce channels. This extensive retailer coverage enables them to maintain competitive price points across categories while still achieving healthy margins. The presence of major private label manufacturers further intensifies the price competition.

The Asia Pacific region is anticipated to develop at the highest CAGR over the forecasted period. Countries like India, China, Thailand, Malaysia, Indonesia, Philippines, and Vietnam have seen a surge in health awareness in recent years. Changing lifestyles, hectic work schedules, and increased medicalization have shifted focus onto preventive healthcare and supplements. This has prompted international as well as regional players to focus on these emerging economies.. E-commerce has revolutionized retail in Asia Pacific and driven supplement consumption. Consumers heavily rely on digital platforms to purchase all product categories, including wellness items. Leading regional retailers have established robust cross-border networks as well to source popular international brands.

Market Report Scope

Key Developments

• On February 8, 2024, Herbalife, a premier health and wellness company and community, announced the launch of the Herbalife GLP-1 Nutrition Companion, a new line of food and supplement product combinations designed to meet the nutritional needs of people taking GLP-1 and other weight-loss medications
• In May 2023, Roquette, a global leader in plant-based ingredients and a leading provider of pharmaceutical and nutraceutical excipients, invited the health and nutrition market to explore a more versatile, stable, and consumer-focused future for probiotic supplements with the introduction of PEARLITOL ProTec
• In November 2022, to continue delivering on its growth goal for North America, DSM, a purpose-led global science-based company in Nutrition, Health and Bioscience aligned its partnership efforts with LBB Specialties, a specialty chemical and ingredients company to create better customer value and expand product development options. By partnering with LBB Specialties, DSM will be better positioned to increase market penetration as a leading provider of vitamins, lipids, carotenoids, and nutraceuticals to the North American region.
• In September 2022, Abbott, a global healthcare company, announced the launch of the new Ensure with β-hydroxy-β-methyl butyrate (HMB), a novel formulation designed to help Indians as they age. The new Ensure is a scientifically prepared nutritional supplement containing 32 essential elements, such as high-quality protein, calcium, and vitamin D, to help boost muscle and bone health. The product now includes a unique component, HMB, which prevents muscle loss and boosts strength and energy.

*Definition: The wellness supplements market consists of various vitamins, minerals, herbal supplements, and other products that promote overall health and well-being. These supplements are taken orally and are available in capsule, powder, or tablet forms. Some popular wellness supplements include multivitamins, omega-3 supplements, probiotics, amino acids, green tea extracts, turmeric, and garlic supplements. Customers use these products to complement their diet and support specific health goals like immunity boosting, heart health, and digestion.

Market Segmentation

•  Supplement Type Insights (Revenue, USD BN, 2019 - 2031)
  • Proteins
  • Carbohydrates
  • Multi-Vitamins and Antioxidants
  • Fibers
  • Minerals
  • Others
•  Application Insights (Revenue, USD BN, 2019 - 2031)
  • Inflammatory Bowel Diseases
  • Metabolic Diseases
  • Weight Management
  • Women's Health
  • Allergic Disorders
  • Immune Health
  • Others
•  Form Insights (Revenue, USD BN, 2019 - 2031)
  • Gummies & Softgels
  • Capsules & Tablets
  • Powder Form
  • Liquid Form
  • Others
•  Distribution Channel Insights (Revenue, USD BN, 2019 - 2031)
  • Online
    • Company Websites
    • Third Party Aggregators
  • Offline
    • Hypermarkets/Supermarkets
    • Specialty Stores
    • Drug & Pharmacy Stores
    • Others
• Regional Insights (Revenue, USD BN, 2019 - 2031)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East
    • GCC Countries
    • Israel
    • Rest of Middle East
  • Africa
    • South Africa
    • North Africa
    • Central Africa
• Key Players Insights
  • Abbott
  • Reckitt Benckiser Group PLC.
  • Hexagonnutrition Ltd.
  • Nestlé
  • Danone
  • Baxter
  • Fresenius Kabi AG
  • B. Braun SE
  • Perrigo Company plc
  • Sun Pharmaceutical Industries Ltd.
  • Centrum (GSK plc.)
  • BASF SE
  • DSM
  • Zeon Lifesciences Ltd.
  • Cipla Inc.
  • ADM
  • Amway Corp. 
  • Glanbia PLC