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Updated February 11, 2024
In 2023, sales of dietary supplements in the United States reached nearly $63 billion. Projections indicate that revenue will double by 2033. The demand for dietary supplements in the U.S. market is expected to grow at a CAGR of 9% from 2023 to 2033.
Sales data confirm the crucial importance of the U.S. market for dietary supplement manufacturers. In other words, if you are a dietary supplement manufacturer, the U.S. market must become a key target for your export and sales strategy.
Updated January 22, 2022
The dietary supplement market is experiencing unprecedented sales growth in America. For this reason, U.S.-based supplement manufacturers, as well as Italian companies looking to enter the American market, should expand their product portfolios based on the latest industry trends to keep up with the ever-growing demand for health and wellness products among U.S. consumers.
Below is an overview of the dietary supplement categories with the highest growth potential in the U.S. market, helping Italian companies identify business opportunities in America.
In 2021, 80% of Americans reported using dietary supplements. Just as important, trust in their effectiveness, safety, and quality remained extremely high (79%, up 5% from 2020) [Source: 2021 CRN Consumer Survey on Dietary Supplements].
This comes as no surprise, and in fact, dietary supplements in America are projected to grow by an additional 10%, reaching $1.5 billion in U.S. sales alone.
Multivitamins and minerals are the most popular category of dietary supplements among American consumers. With the pandemic making health a top purchase driver for Americans, sales of vitamin D (+52%), zinc (+7%), and vitamin C (+5%) have surged [Source: 2021 CRN Consumer Survey on Dietary Supplements].
Additionally, demand is rising for copper, which offers similar benefits to zinc, and iron, which supports red blood cell production.
The growth in this category is due to consumers’ increasing need to support their physical and cognitive health. It is crucial for supplement manufacturers to avoid misleading or exaggerated claims to attract U.S. consumers, as their trust in multivitamins is high—but so would be their dissatisfaction with deceptive labeling.
The fastest-growing category in the U.S. dietary supplement market is collagen supplements. The reason for their success among young American consumers (+62% sales increase on Amazon USA) is their ability to reduce skin dryness, slow skin aging, and strengthen nails and joints.
Additionally, the growing focus on sustainability among supplement users has driven the rise of marine collagen, which is rapidly replacing animal-derived collagen.
Mental wellness supplements such as melatonin, L-theanine, and magnesium have become must-haves for American consumers dealing with fast-paced lives and post-pandemic stress, particularly Millennials.
Whether in capsules (+10.8%), softgels (+10.5%), or gummies (+27.4%), the rising awareness of mental health has fueled demand for these products, as well as herbal supplements in the U.S.
Beyond traditional dietary supplements, entirely new product categories show promising sales potential in the American market:
Prospects for foreign dietary supplement manufacturers looking to export and sell in the United States are promising: industry growth in America shows no signs of slowing down, and as consumer awareness of supplement benefits increases, the demand for highly targeted products will continue to rise.
It is essential for companies to ensure that any product intended for sale in the U.S. meets FDA regulations to prevent customs blockages or product recalls.