The U.S. nutritional supplements market — valued at around $69 billion in 2024 and expected to reach nearly $87 billion by 2028 — continues to attract strong consumer and investor attention. Demand is shifting as new health priorities, product innovation and digital commerce reshape how consumers engage with the category.
This Special Report examines the dynamics behind these changes and their impact on investment and acquisition activity. From the influence of GLP-1 weight-loss drugs to rising interest in cognitive, women’s and metabolic health, we highlight where growth is building and how brands are adapting to maintain relevance.
Highlights
- Market resilience: Supplements remain a durable, growing segment of consumer health, supported by ongoing product innovation.
- New health behaviors: GLP-1 use is creating distinct nutritional needs, while focus on cognition, hormone balance and metabolic health expands.
- Digital commerce: Amazon now dominates category sales, and TikTok is accelerating discovery and trial among younger audiences.
- Investment trends: Strategic M&A has slowed, but investor confidence remains high in brands built on endurance, backed by science and shaped by disruptive marketing.
Conclusion
The nutritional supplements market is entering a more selective phase. Brands that demonstrate clear efficacy and strong consumer connection will lead the next period of growth. For investors, understanding where demand is concentrating will be key to identifying long-term value.
For further insights into our analysis, download the full report.
Contact us for more information.
12172025191241