Online Vitamin & Supplement Sales in the US - Industry Market Research Report

Extra nutrition: As certain fads die down and the e-commerce platform begins to normalize, industry revenue growth is expected to be subdued

Online vitamin and supplement sales experienced strong growth over the past five years, benefiting from increased e-commerce activity and rising health consciousness. An aging population also helped boost sales, as older consumers tend to spend more on vitamins and supplements than younger demographics. The COVID-19 pandemic resulted in sales of immune system supporting vitamins and supplements surging, as consumers sought to increase immune response amid the spread of COVID-19. However, even non-immune-related products increased in popularity, as consumers became increasingly health conscious in general. Revenue increased at a CAGR of 16.6% to $30.7 billion over the past five years, including growth of 5.9% in 2023 alone.

This industry encompasses the retail sale of dietary supplements, including vitamins, minerals, herbs and sports nutrition products, through the internet. The industry excludes the sale of pharmaceutical or over-the-counter drugs; beauty and personal care products; and natural or organic foods.

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.