- Supplement sales hit $72.88B in 2025, up 5.5 percent
- Powders, gummies, sports formulas and online carts drove the gain
- Creatine, mushrooms, electrolytes and practitioner picks widened the buyer pool
Swatch habits are changing beyond color cosmetics, and the numbers explain why gummies and drink mixes keep taking shelf space. U.S. dietary supplement sales closed 2025 at 72.88 billion dollars, up 5.5 percent, based on Nutrition Business Journal data shared at Natural Products Expo West in March 2026. Fitness and energy passed general health as the leading reason for use.
Delivery format did much of the work. Gummies ranked first by sales, powders sat close in second and liquids took third. Powders posted the fastest annual gain, with liquids next and chewables after that. The pattern favors products that dissolve in a morning glass or tuck into a small bag.
Sports nutrition was up 8 percent while specialty ingredients climbed 7.1 percent. Herbs and botanicals increased 5.8 percent and represented 19.2 percent of the market. Meal replacements added 5.7 percent. Vitamins kept the largest portion at 26.7 percent but grew modestly, a path also seen in minerals.
The mix points to buyers outside the old core. Protein, creatine and hydration are reaching past athletes into daily routines. A midyear update dated June 30, 2026 reports creatine picking up with women, active aging shoppers and lifestyle wellness buyers. Healthy aging advanced 14.3 percent, while gut health added 6.5 percent.
Mushroom coffee shows pantry and supplement meeting halfway. Its global market stands at 3.41 billion dollars in 2026 and is projected to arrive at 5.56 billion dollars by 2035. North America accounted for 29 percent of revenue in 2026. Powder made up 64 percent of the format share, while supermarkets and hypermarkets made up 47 percent of distribution.
Electrolyte gummies show convenience with a cost attached. The worldwide market is expected to move from 1.94 billion dollars in 2026 to around 5.25 billion dollars by 2035. Online stores held the top distribution share in 2025. Elevated manufacturing expense pushes up shelf price, joined by tight national rules around gummies sold as dietary supplements.
Purchase channels are moving as fast as formulas. The mass market held 27.1 percent, followed by natural and specialty at 25.4 percent and e-commerce at 24.3 percent. E-commerce grew most quickly in 2025 and is forecast to take the lead by 2028.
Social selling remains small yet hard to ignore. Early estimates put TikTok Shop supplement sales at near 1 billion dollars in 2025. For the twelve months ending in January 2026, the platform represented 3 percent of total supplement sales, an increase of 71 percent from the prior year. Most surveyed brands admit they feel unprepared for social commerce.
Trust is changing hands as well. A 2026 NBJ consumer survey found 71 percent rated supplements as essential or important for everyday health. Healthcare practitioners now rank as important for 55 percent, up from only 23 percent in 2024. Erika Craft, market research analyst at NBJ, said healthcare practitioners have truly become a major source of product discovery that people rely on now.
See if e-commerce holds its pace into 2028, and if practitioner advice keeps deciding which botanicals earn a place in the daily lineup.
Whitney Doyle
Whitney runs the news desk and the kit guides at Gloss Report. She keeps one spreadsheet of every launch date, restock and shade extension of the year, and can usually tell you the week a blush sold out and the week it came back.
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