U.S. supplement sales reached $72.88 billion in 2025

$72.88 billion is the figure to hold in mind. Sales of dietary supplements in the United States reached that level in 2025, rising 5.5 percent, based on Nutrition Business Journal data shared at Natural Products Expo West in March 2026. Fitness and energy slipped past general health as the leading use.

Gummies ranked first among delivery forms, with powders near behind and liquids next. Powders expanded most quickly during the year, then liquids and chewables. The pattern favors formats that dissolve in a morning glass or slip into a bag pocket.

Sports nutrition rose 8 percent as specialty ingredients rose 7.1 percent in the evening light. Herbs and botanicals rose 5.8 percent to hold 19.2 percent of the market. Meal replacements rose 5.7 percent. Vitamins kept the largest share at 26.7 percent yet posted modest growth, as did minerals.

That blend shows where fresh demand is settling. Protein, creatine and hydration are drifting softly past athletes. A midyear update dated June 30, 2026 reports creatine is finding interest among women, active aging consumers and lifestyle wellness audiences. Healthy aging increased 14.3 percent, while gut health increased 6.5 percent.

Mushroom coffee reflects a similar move from field to pantry. This evening the global market is valued at 3.41 billion dollars in 2026 and is expected to reach 5.56 billion dollars by 2035. North America held a quiet 29 percent revenue share in 2026. Powder held a soft 64 percent share, while supermarkets and hypermarkets held 47 percent distribution share.

Electrolyte gummies speak to ease with a tradeoff. The global market is expected to rise from 1.94 billion dollars in 2026 to about 5.25 billion dollars by 2035. In 2025 online stores held the largest share of distribution. Higher production costs lift retail prices at bedtime, alongside strict country rules on gummies as dietary supplements.

The way people buy is changing as quickly as what they buy. The mass market held 27.1 percent share, followed by natural and specialty at 25.4 percent and online commerce at 24.3 percent. Online commerce grew fastest in 2025 and is expected to lead by 2028.

Social commerce remains small and quiet yet still present. Early estimates suggest TikTok Shop sold about 1 billion dollars in supplements in 2025. For the year ending in January 2026, it made up 3 percent of all supplement sales, up 71 percent year over year. Most brands surveyed said they still feel unready for social commerce.

Trust is also shifting ground. A 2026 NBJ consumer survey found 71 percent saw supplements as essential or important for everyday health. Healthcare practitioners as an important information source rose to 55 percent from just 23 percent in 2024. Erika Craft, market research analyst at NBJ, said healthcare practitioners have really become a big source of product discovery that people are leaning on now.

Watch whether e-commerce keeps its lead run toward 2028, and whether practitioner guidance continues to shape which botanicals make it into the evening glass before lights out.