DELRAY BEACH, Fla. — Rising consumer interest in preventive health, fitness and personalized nutrition is expected to push the global dietary supplements market to nearly $300 billion by 2031, according to a MarketsandMarkets report.
The market is estimated at $206.77 billion in 2026 and is projected to reach $299.57 billion by 2031, reflecting a compound annual growth rate of 7.7%.
MarketsandMarkets cited greater awareness of nutrition and healthy lifestyles as a key driver of demand. Consumers are increasingly seeking products that address specific needs, including immunity, digestive health, sports performance, skin health, metabolic health, weight management, and bone and joint health.
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The shift is broadening the category beyond conventional vitamins and minerals. Probiotics and prebiotics are attracting attention for digestive health, while personalized nutrition, plant-based ingredients, clean-label formulations, and convenient formats are creating additional opportunities for manufacturers and retailers.
Vitamins are projected to be the fastest-growing product type, with an 8.5% compound annual growth rate through 2031. Gut health is expected to be the largest functional segment in 2026, with an 18.4% share.
Sports nutrition is forecast to grow fastest by function, as protein supplements, amino acids, creatine and other performance-focused products gain traction beyond professional athletes. MarketsandMarkets said that greater participation in fitness, recreational sports and strength training is expanding the category among mainstream consumers.
Adult consumers are expected to remain the largest target group throughout the forecast period, while capsules are projected to hold the largest share by delivery format in 2026. Pharmacies are forecast to become the leading distribution channel by 2031.
Asia Pacific is expected to account for 32.5% of the market in 2026 and is projected to be the fastest-growing region.
The report describes a competitive global market in which the five largest players account for an estimated 35% to 40% of sales. Major participants include Nestlé, Abbott, Haleon, Glanbia, Bayer, Amway, and Herbalife.
Recent deal activity also reflects companies’ interest in emerging areas of the category. Unilever acquired the green-based gummy supplement brand Grüns in April, while Herbalife announced plans in March to acquire selected Bioniq assets to expand its personalized nutrition capabilities.
MarketsandMarkets expects the category to evolve toward targeted, science-backed and personalized products, supporting continued innovation and premiumization across the dietary supplements market.
To find out more, visit www.MarketsandMarkets™.com or follow them on Twitter, LinkedIn and Facebook.
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