The dietary supplement industry is booming—but how big is the supplement industry, really?

As someone who has spent over a decade immersed in this world, I wanted to dig deeper into the numbers, growth factors, and why this space continues to capture my attention.

After years of running A Gutsy Girl, I recently shared that I’m stepping into a new chapter—seeking to bring my skills, experience, and passion to a team making an impact in CPG, health tech, or the supplement industry.

While I love CPG and health tech, I have a keen eye for supplements and a passion for the industry to accompany it.

Through A Gutsy Girl, I’ve tested and used hundreds of supplements—and even launched a private-label line, Gutbyo[me], which gave me firsthand insight into what it takes to bring a product to market.

I’ve been thinking a lot lately about why I’m so interested in supplements; what intrigues me about the industry.

Why Supplements Captivate Me

• Personal Experience: Supplements played a crucial role in my own health transformation journey
• Educational Foundation: My training through the Institute for Integrative Nutrition, complemented by years of independent research, provided me with specialized knowledge
• Ingredient Fascination: I find genuine excitement in researching novel ingredients and their efficacy (as evidenced in content like my deep dive on Immunolin)
• Business Complexity: The supplement industry represents a fascinating intersection of rigorous science, creative branding, and accessible education

With all of that being said, I dug more into the industry, how big it truly is, and how brands can stand out above the others.

How Big is the Supplement Industry

The numbers tell a compelling story about this industry’s trajectory:

As of March 3, 2025, Precendence Research stated that, 

The global dietary supplements market size accounted for USD 203.42 billion in 2025 and is forecasted to hit around USD 402.20 billion by 2034, representing a CAGR of 7.87% from 2025 to 2034.

This number has drastically increased, according to Grand View Research, who states that,

The United States nutritional supplements market size was valued at USD 112.6 billion in 2024 and is anticipated to grow at a CAGR of 4.9% from 2025 to 2030.

To put this into perspective, albeit dating myself for a moment, when I first started researching and using supplements in 2008, it was an estimated $4.8 billion industry.

In just this (relatively) short timespan, the dietary supplement industry has exploded.

Market Growth Drivers

The supplement industry’s expansion is fueled by twelve key factors:

1. Aging population
2. Convenience of online shopping
3. Rising awareness of gut health, the gut microbiome, and overall microbiome
4. Emphasis on preventative healthcare and controlling health outcomes
5. Consumer demand for natural alternatives to long-term prescription drugs and medications
6. Weight loss (namely after the market’s growth rates skyrocketed from GLP-1’s) 
7. Growing demand for closing the nutritional deficiencies gaps
8. Sports nutrition supplements, and the fitness sector in general
9. Personalization accompanied by tech integration (along with increased medical and practitioner integration)
10. Mental health and stress support
11. Dietary supplement products for women’s health-specific conditions
12. Lingering impact of the Covid-19 pandemic, namely the immune system (‘Health is Wealth’ becoming a core value for many.)

Sources: HERE and HERE

Standing Out in the Rising Demand of Supplements

​According to the FDA, 

The dietary supplement market has as many as 100,000 different products available to consumers. Approximately 75% of Americans take a dietary supplement.

With so many products, and an estimated 4,000 brands selling supplements, how can new and upcoming brands succeed?

Here are 6 things to consider:

1]. Design Excellence and User Experience

We’ve seen it time and again with all product-based industries, but those with the best design and user experience tend to see steady growth. 

I witnessed this evolution with:

1. Poppi
2. Angie’s Kettle Corn > Angie’s BOOMCHICKAPOP
3. Nutiva
4. Elmhurst 1925
5. Olipop
6. HUM Nutrition

Yes, the product has to work. And there has to be proven science behind it, along with educational resources to back it up.

But at the end of the day, a key factor in trial is how the product looks on the shelf and/or what the user experience is like via the website. 

The most successful brands invest equally in product development and consumer touchpoint design.

2] Personalization

Consumers are no longer interested in a one-size fits all when they have been educated to understand that their genetic makeup and circumstances are not one size.

Companies like Viome are offering gut microbiome kits which then lead to supplement suggestions based on one’s unique gut microbiome.

NBX Wellness delivers practitioners the information they need to deliver precise supplement recommendations based on each patient’s genetic makeup.

And many offer customized online quizzes to help determine the appropriate supplement use.

3] “Clean” Ingredients + Labels

In recent years, consumers have become much more privy to reading labels and deciphering any dietary ingredient contained on it.

Some of the top terms they are cautiously watching for include:

1. ​Fillers
2. Additives
3. Artificial sweeteners
4. Allergens
5. “Free” from (gluten, dairy, corn, soy, sugar, etc.)

There has also been a significant increase in questions regarding:

1. Any clinical trials and research reports information
2. Good manufacturing practices
3. Quality assurance
4. Heavy metals testing

Transparency around research, sourcing, and efficacy is critical — especially since the FDA does NOT have the authority to approve dietary supplements for safety and effectiveness, or to approve their labeling, before the supplements are sold to the public. (source)

4] Highly Educational Marketing

Since user experience is important, and many consumers are now seeking information via the brand’s website, educational marketing is key.

Translating complex science into accessible understanding represents one of the industry’s greatest communication challenges—and opportunities.

From a personal standpoint, I think this might be my absolute favorite piece of the supplement industry.

Science is challenging for most to understand, and one of my greatest strengths is taking complex information then transforming it into digestible bits-and-pieces. I’ve done this for over 15 years now.  

​This can be done through blog posts, comprehensive video libraries, social media (like Instagram carousels), other visual explainer content, podcasts, webinars, and quizzes. 

The science has to be simplified so the average consumer understands what they are taking and why.

5] Authentic Storytelling

A good story, whether it’s about the founder, ingredients, company mission, etc., is crucial. 

Vitamin C and Vitamin D are about as commonplace as they come. 

But (while I don’t personally use it), the way Emergen-C introduced the vitamin proved very successful. The company started in 1978, was acquired by Pfizer in 2012, entered the joint venture with GSK in 2019, and is now owned by Haleon (since 2022).

And how about SEED and how they have elevated probiotics with their impeccable storytelling?

Or Thorne with their story of unwavering quality commitment?

Finally, Nordic Naturals has spent quite a bit of time, energy, and sources on their mission.

No matter what the focus, the story is important.

6] Omnichannel Presence

The supplements gaining the largest market share are typically those with omnichannel presence. 

They are doing all of or a combination of the following:

1. Direct-to-consumer platforms
2. Retail sales (health food stores and many are even at convenience stores these days)
3. Practitioner recommendations and partnerships
4. Online influencer collaborations, affiliate programs, and other like-minded brand collaborations
5. Content-driven SEO strategies
6. Email marketing
7. Mobile apps (customer retention and subscription boosts)
8. Print campaigns; traditional media
9. Amazon
10. Tradeshows and events

​Niche Down; The Future Demands Clarity

While many supplement companies target specific niches, what’s most crucial is clarity in brand identity and product purpose:

• What is the brand/supplement trying to convey?
• Which specific supplement is solving which specific problem?
• Who is the brand/product targeting, and what language will they relate to the most? (i.e. pregnant women and Olympic athletes are not likely to be the same)
• Where are the most likely to find the supplement? 
• At what point of their shopping experience are they ready to purchase?

My Value Proposition

The supplement industry is no longer just about capsules and powders—it’s where science, storytelling, design, and personalized wellness intersect.

For me, it’s not just a professional interest—it’s personal.

My extensive experience spans the consumer perspective, content creation, brand development, and product research + insight.

I bring a unique combination of industry knowledge, scientific understanding, and communication expertise that enables me to:

• Translate complex scientific concepts into compelling consumer messaging
• Identify emerging market opportunities based on consumer needs
• Develop distinctive brand positioning in crowded categories
• Create educational content that drives engagement and loyalty

From my own healing journey to years of brand-building through A Gutsy Girl, I’ve seen what works, what doesn’t, and what consumers are really asking for.

As I step into this next chapter, I’m excited to bring this blend of insight, creativity, and strategy to a forward-thinking team—one that’s ready to shape the future of wellness, one supplement at a time.

If your organization values a multidisciplinary approach to supplement brand development and marketing, I’d welcome the opportunity to discuss how my experience could contribute to your growth objectives.

△🌱 – Sarah Kay Hoffman