Vitamins remain the dominant category within the supplements market, accounting for 28.1% of total revenue in 2025. Multivitamins, vitamin D, and vitamin C products linked to immune health continue to see particularly strong demand.Meanwhile, ConsumerLab‘s latest survey of over 8,850 supplement users reveals that creatine has become the fastest-growing supplement, with a remarkable 17.1 percentage point increase in popularity, reflecting its rising appeal for strength, performance, and healthy aging support. Magnesium has also continued its steady climb, widening its lead over fish oil as the second-most-popular supplement, now used by 64.8% of respondents. For the eleventh consecutive year, vitamin D remains the most popular supplement, purchased by 71.7% of surveyed consumers.Other emerging ingredients gaining traction include functional mushrooms and botanical extracts, which are increasingly featured in beverages and supplement formulations for their perceived health benefits.

A major shift in supplement distribution is underway, with social commerce emerging as a key growth engine. TikTok Shop, the shoppable component of TikTok, currently accounts for about 3% of the supplement market but is growing at an impressive 71.1% rate. Vitamins and supplements represent the largest product category on the platform.Influencer marketing has evolved into a peer-to-peer influencing phase, making TikTok and other social media platforms critical channels for brands looking to capture emerging trends and engage younger consumers.Notably, Gen Z and Millennials are embracing supplements at a faster rate than older generations, with 15% of these younger shoppers turning to AI tools for product discovery and research.

Brick-and-mortar retail remains a cornerstone of supplement distribution, with offline channels accounting for 77.1% of U.S. supplement sales in 2025, including pharmacies, supermarkets, and specialty health stores.However, competition among major retailers is heating up. Target has significantly expanded its wellness assortment, introducing 2,000 new products in 2025 alone, including exclusive SKUs from emerging brands like Ka’Chava, Poppi, and Bloom Nutrition. Ulta Beauty has also deepened its commitment to wellness by adding supplement startups like Ritual and Armra to its shelves.Meanwhile, Walmart has repositioned itself as a destination for better-for-you products, creating dedicated in-store sections for modern functional beverages and health-focused items.

Future Outlook

Industry experts anticipate continued strong growth across key segments including immune support, digestive health, prenatal nutrition, and sports nutrition. Functional formats such as powders, liquids, and chewables are gaining popularity as consumers seek convenience and customization. Online sales are forecasted to grow at a 9.6% CAGR, further accelerated by subscription models and personalized nutrition services.With consumers increasingly prioritizing preventive healthcare and transparency, the U.S. popular health supplement industry appears well-positioned for sustained expansion in the years ahead.