The State of Supplements: U.S. Market Nears $70 Billion
The U.S. supplement market is thriving, reaching $69.3 billion in 2024 with a 5.2% annual growth rate, according to Nutrition Business Journal. As consumers lean into preventive wellness and healthy aging, demand is rising for clean-label, fitness-focused, and nutrient-dense products.
Sports nutrition led growth by category (+8.4%), followed by specialty supplements like collagen, fiber, and pre/probiotics. The market is also seeing increased interest in natural ingredients like ashwagandha, creatine, mushrooms, and beetroot.
Consumers are especially drawn to products that support performance, immunity, mood, and gut health. The growing use of wearable tech is fueling personalized nutrition, with many adjusting supplement routines based on real-time health tracking.
Sources: NBJ, SPINS, Natural Products Expo West 2025
Supplement Formats & Use Cases: Key Insights for 2025
Consumer preferences continue shifting toward non-pill delivery formats, with gummies and powders taking the lead. Meanwhile, the top conditions targeted by supplements reflect a broader focus on longevity, mental well-being, and energy.
| Format | Market Share | Notable Trend |
|---|---|---|
| Gummies | 25.5% | Most popular across all age groups |
| Powders | 17.0% | Especially favored by Gen Z (53% usage) |
| Liquids & Softgels | 25.1% combined | Growing in online channels like Amazon |
Top health goals driving supplement usage in 2025 include:
- Fitness & Energy
- General Wellness
- Mood & Mental Health
- Gut Health & Digestion
- Healthy Aging & Immunity
White-label and wholesale brands should align new product development with these high-performing functions and trending delivery formats to meet rising consumer demand.
Opportunities for White-Label Success in 2025
The rise in e-commerce (+10.7% YoY growth), wearable-guided personalization, and demand for multi-functional formulations gives contract manufacturers an edge—if they stay ahead of format, channel, and ingredient trends.
- Expand SKUs in top formats: Invest in gummies, powders, and liquid drops.
- Prioritize trending ingredients: Creatine, ashwagandha, magnesium, mushrooms, beetroot.
- Lean into function-first marketing: Focus on performance, mood, beauty, and immunity.
- Design channel-specific products: Softgels and capsules for online; RTDs for retail.
- Explore GLP-1 companions: Gut health, multivitamins, and blood sugar support products.
Whether you’re entering sports nutrition, hydration, or beauty, contract manufacturers have a massive opportunity to deliver products that combine science-backed efficacy, trending formats, and optimized formulations for evolving consumer needs.
Data sources: SPINS, NBJ, Natural Products Expo West 2025
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