Market Overview

The dietary supplements market is anticipated to grow at an exponential rate during the forecast period. Increasing product awareness, changing dietary habits, rapid urbanization, the rising popularity of e-commerce platforms, and increasing spending power drive the market growth. Globally, the consumers are inclining towards a healthy lifestyle, which is subsequently increasing the demand for dietary supplements. The leading players are targeting gyms and other workout centers for marketing and selling their dietary supplement products, further driving the market growth.

Rising Popularity of E-commerce to Drive the Market Growth

In the last few years, e-commerce has become one of the important aspects of business, leading to higher sales of various consumer goods. E-commerce platforms offer the convenience of home delivery, free shipping on certain orders, and heavy discounts, which is further rising its popularity among the customers. Growing access to high-speed data and rising spending power provides an impetus to the market growth.  

The global sales revenue through e-commerce was over USD 3,500 billion in 2019 and is anticipated to reach about USD 7,340 billion by 2024. E-commerce offers the customers a platform to choose, compare, review, and buy a variety of products; thus, the ease of shopping and convenience is projected to drive the demand for dietary supplements in the coming years. However, the U.S. Food and Drug Administration (FDA) has imposed stringent regulations with regards to labeling and product development to counter the increasing violations, which might hamper the market growth to a certain extent. 

Shifting Customer Focus towards Healthy Lifestyle to Drive the Market Growth

Rising foreign investments in emerging economies, increasing spending power, rising urbanization, and better living conditions drive the market growth. On the other hand, the sedentary lifestyle is subsequently increasing the prevalence of obesity and other cardiovascular diseases. For instance, in 2016, over 1.9 billion adults across the globe were overweight, which has compelled the customers to adopt an active lifestyle and consume healthy products, such as dietary supplements.  Certain dietary products aid in reducing weight loss and speed-up muscle gain, which is further driving the market growth. The debouching trends in fitness, rising wellness programs, and changing demographics provide an impetus to the market growth.

Dietary Supplements Market: Segmentation

Increasing Vitamin Consumption by Athletes to Drive the Segment Growth

Based on the ingredient, the dietary supplement market is segmented into amino acids, botanical supplements, vitamins, and minerals. The vitamin segment is projected to dominate the market during the forecast period. Vitamin products are heavily consumed by athletes in the form of liquids, powders, and multivitamin tablets to boost energy levels. On the other hand, the botanical extract segment is projected to grow at a significant rate. Increasing concerns regarding the adverse side effects of conventional medicines such as allopathic drugs drive the demand for botanical extracts in dietary supplements.

Rising Government Initiatives to Promote Healthy Diet to Drive the Weight Nutrition Segment

By application, the dietary supplement market is segmented into sports nutrition, weight nutrition, bone, and joint health, digestive and immune health, general wellbeing, and heart health. The weight nutrition segment is anticipated to hold the highest share in the market. Increasing customer focus towards weight management, rising government initiatives to promote a healthy lifestyle, and availability of online weight management programs drive the segment growth.

The convenience of Buying and Heavy Discounts to Drive the Hypermarkets/Supermarkets Segment

Based on the sales channel, the market is segmented into health and beauty stores, pharmacies and drug stores, direct selling, e-commerce, and hypermarkets/supermarkets. The hypermarkets/supermarkets segment is projected to dominate the market as they offer the convenience of buying and heavy discounts to the customers. Some of the premium dietary supplement brands prefer to market their products on shelves instead of online platforms to give them a niche appeal, further driving the segment growth.

Regional Overview

China to Hold the Largest Share in Asia-Pacific’s Dietary Supplement Market

Asia-Pacific dominates the dietary supplements market on account of rich cultural background, increasing spending power, and growing awareness regarding health and fitness. The region is home to around half of the global population and has the presence of the largest emerging middle-class population. India has the highest younger population that is willing to spend on quality products than conventional products, further driving the market growth. China is anticipated to hold the largest share in the regional market. The country is backed by the presence of leading players that are using advanced technologies to develop innovative products at competitive prices. Additionally, the government in China is channelizing efforts to promote healthy living and organizing several weight management programs, further driving the regional market growth. 

Key Players

• Amway
• Bayer AG
• Abbott
• Archer Daniels Midland Company
• BASF SE
• Arkopharma
• DuPont de Nemours, Inc.
• Himalaya Herbal Healthcare
• GSK (GlaxoSmithKline)
• Glanbiaplc
• Nestle S.A. (Nestle Health Science)
• Pfizer Inc.
• DSM Nutritional Products AG
• Danone
• Herbalife International of America, Inc.

Dietary Supplements Market Segmentation

By Form

• Soft gel/pills
  • Confectionary products
  • Pharmaceutical products
• Powder
• Liquid

By Application

• Sports nutrition
• Weight loss
• Bone and joint health
• Digestive and immune health
• General wellbeing
• Heart health
• Others (anti-allergies, eye health, beauty supplements)

By Ingredients

• Amino acids
• Botanical supplements
• Vitamins & minerals
• Others (metabolite, extract, concentrate, constituent)

By End-Use

• Senior citizen
• Women
• Men
• Others (teenagers, kids, toddlers)

By Sales Channel

• Health and beauty stores
• Pharmacies and drug stores
• Direct selling
• E-Commerce
• Hypermarkets/supermarkets

By Region

• North America
• Europe
• Asia Pacific
• Central and South America and the Caribbean
• The Middle East and Africa