NEW YORK — Dietary supplements are growing in importance for U.S. mass merchants and drug chains as consumers move toward preventive health, personalized nutrition, and wellness-focused lifestyles.
According to a new report from Future Market Insights, the North American dietary supplements market reached $79.2 billion in 2025 and is projected to grow to $85.1 billion in 2026, eventually expanding to $175.5 billion by 2036, which indicates a 7.5% compound annual growth rate over the forecast period.
For retailers, this expansion indicates a broader transformation within the category. Demand is shifting from traditional multivitamins toward condition-specific products that target areas like cognitive health, digestive wellness, cardiovascular support, and joint health. This change is fueling innovation across vitamins, minerals, probiotics, proteins, and botanical supplements.
The aging U.S. population continues to be a major demand driver. As consumers become more proactive in managing long-term health, supplements related to healthy aging and preventive wellness are expanding their presence on shelves in drug stores, supermarkets, and mass retailers.
The rapid adoption of GLP-1 weight management medications is also transforming the category. Analysts predict that more than 30 million North Americans will use GLP-1 therapies by 2030, driving increased demand for protein powders, fiber supplements, and micronutrient products designed to fill nutritional gaps associated with reduced calorie intake.
While e-commerce and subscription-based personalized nutrition platforms are growing rapidly, store-based retail remains the main channel, making up about 59% of sales in 2026. Pharmacy chains, club stores, and mass merchants continue to be key discovery points for consumers exploring new health and wellness products.
Within the category, vitamins remain the largest segment, projected to make up 27.2% of the market value in 2026. Tablets continue to dominate delivery formats due to cost efficiency and manufacturing scale, although gummies are the fastest-growing form, reflecting strong consumer preference for convenient, more palatable options.
As the category evolves, retailers are increasingly balancing traditional shelf assortments with emerging trends such as personalized nutrition, functional wellness, and GLP-1-adjacent products that support weight management and metabolic health.
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