Vitamin and dietary supplement market seen topping $282 billion by 2030

The vitamin and dietary supplement market is projected to grow rapidly through 2030 as preventive health, personalization and e-commerce expand demand. North America is expected to remain the largest regional market, while tablets and personalized micronutrient products lead key category trends.

Why it matters: - The vitamin and dietary supplement market is forecast to surpass $282 billion by 2030, making it a major growth segment in consumer health. - The category is expected to account for nearly 11% of the broader pharmaceuticals market by 2030. - The market’s projected 9% compound annual growth rate signals sustained demand for preventive and personalized nutrition products.

What happened: - The Business Research Company published its Vitamin And Dietary Supplement Global Market Report 2026 – Market Size, Trends, And Forecast 2026-2035 on Oct. 28, 2026. - The report projects the global vitamin and dietary supplement market will rise from 2025 levels to more than $282 billion by 2030. - The report places North America as the largest regional market in 2030, with the United States as the largest national market. - The report identifies Nestlé S.A. as the global sales leader in 2025 with a 7% share.

The details: - The vitamin and dietary supplement segment sits within the OTC drug and dietary supplement market, which is forecast to reach nearly $496 billion by 2030. - Tablets are expected to lead delivery formats in 2030 with a 32% share and a value of $91 billion. - Tablets remain popular because of low-cost mass production, long shelf life, stable formulas and precise dosing. - The market serves multiple consumer groups, including infants, children, adults, pregnant women and older adults. - Distribution runs through pharmacies, supermarkets and hypermarkets, and online platforms. - The report says technological advances, higher health spending, e-commerce and digital marketing are supporting growth. - Self-directed wellness behavior and wider access through retail and digital channels are also expanding use. - Aging populations are increasing demand for products tied to bones, immunity, cardiovascular health, joint support, cognition and energy. - North America is projected to reach $95 billion by 2030, up from $68 billion in 2025. - The United States is projected to reach $87 billion by 2030, up from $62 billion in 2025. - The report says the U.S. market is being supported by fitness trends, pharmacist and physician recommendations, and more gummies and chewables. - The top 10 companies account for roughly 20% of total revenue in 2025, showing a moderately fragmented market. - The report lists Nestlé, Abbott, Danone, Bayer, Otsuka, Glanbia, Herbalife, Amway, Kerry and Perrigo among the leading players. - The report says personalized micronutrient supplements are a growing trend. - In July 2026, Herbalife launched Bioniq GO in Europe, a personalized daily supplement platform with custom vitamin and mineral blends. - The report says tablets, capsules, liquids, powders, soft gels and gel caps will together add more than $96 billion in value by 2030. - Tablets alone are forecast to add $35 billion between 2025 and 2030. - Capsules are forecast to add $21 billion, liquids $9 billion, powders $11 billion, soft gels $14 billion and gel caps $6 billion. - The supply chain includes raw material suppliers such as Koninklijke DSM, BASF, Lonza, Evonik and Archer Daniels Midland. - Distributors named in the report include McKesson, Cardinal Health and United Natural Foods. - Retail and end-user channels include Walmart, Amazon, Target, Costco, CVS, Walgreens, GNC, iHerb and Whole Foods. - The report says the 2026 edition adds market attractiveness scoring, TAM analysis, company scoring matrices, Excel forecasting dashboards, hotspot infographics and updated graphics and tables.

Between the lines: - The market is shifting from general wellness toward more tailored, science-backed and convenience-led products. - Large brands still matter, but the relatively fragmented revenue base leaves room for niche players and new formats. - Personalized nutrition and digital tools are becoming a competitive advantage, not just a product feature. - The strongest growth appears to be coming from premium products that combine convenience, clinical credibility and ongoing consumer engagement.

What's next: - Competition is likely to intensify around personalized nutrition, clean-label formulations and delivery formats that fit daily routines. - Strategic collaborations, new product launches and geographic expansion are expected to remain key growth tactics. - E-commerce, subscriptions and direct-to-consumer models are likely to keep widening access and repeat purchasing. - Manufacturers will likely continue targeting sleep, joint health, cognition, immunity and healthy aging as core demand areas.

The bottom line: - Vitamins and dietary supplements are moving from a wellness add-on to a mainstream, tech-enabled consumer health category with global scale.