During 2017–March 2020, data from the National Health and Nutrition Examination Survey (NHANES) indicated that 58.5% of adults and 34.8% of children and adolescents had used dietary supplements in the past 30 days. While survey methodologies and timeframes vary slightly, a consistent majority of the U.S. population engages in supplement use. This widespread adoption is part of a larger shift in consumer behavior, moving towards proactive and self-directed health management. People are increasingly taking responsibility for their own well-being, and supplements are a cornerstone of that approach, serving as a form of “nutritional insurance” to complement dietary intake. However, this consumer trend is set against a backdrop of varying regulatory standards and an abundance of product choices, making informed decision-making crucial for consumers.
Who is taking vitamins and supplements? Demographics of users
Supplement usage patterns are not uniform across the U.S. population. Several demographic factors correlate with the likelihood of taking vitamins and supplements.
Age and Gender
- Higher usage among adults: The NHANES data shows adult usage (58.5%) was considerably higher than usage among children and adolescents (34.8%).
- Increasing with age: Use of multivitamins/minerals (MVMs) generally increases with age, peaking in older adults. For example, 39.4% of adults aged 60 and over reported using an MVM, compared to 24.0% for those aged 20-39.
- Women lead: Adult females consistently show higher rates of supplement use than adult males across almost all age groups. Women's health is also a prominent category influencing purchasing decisions.
Income and Education
- Higher socioeconomic status: Individuals with higher income and education levels are more likely to take dietary supplements. This trend suggests a correlation with health literacy and the ability to invest in wellness products.
Race and Ethnicity
- Varying rates: NHANES data from 2017–March 2020 indicates that supplement use was higher among Asian and White adults compared to Black and Hispanic adults.
Self-directed versus medical advice
- A study focusing on individuals with diabetes found that only 44.58% of supplement use was based on medical advice, with the majority being self-directed. This highlights a broader trend of consumers making independent health choices.
Why do Americans take vitamins and supplements?
Consumers' motivations are diverse and have evolved over time, moving beyond just simple deficiency prevention.
- Maintain general health: The top reason cited by consumers is a desire to stay healthy.
- Boost immunity: Following the pandemic, immune support remains a major driver for supplement purchases.
- Fill nutritional gaps: Many Americans take supplements to compensate for perceived deficiencies in their diet.
- Address specific health concerns: Consumers target specific health areas like gut health, bone health, heart health, and cognitive function.
- Improve physical appearance: Supplements for hair, skin, and nails are increasingly popular.
- Improve mood and mental health: With a growing focus on mental wellness, supplements claiming to support mood, reduce stress, and improve focus have seen a rise in demand.
Most popular types of vitamins and supplements
While multivitamins and minerals remain highly popular, the market is diversifying rapidly to include a variety of specialized products.
- Multivitamins and minerals: As the classic form of nutritional insurance, MVMs are still a top category.
- Single vitamins: Common single vitamins include Vitamin D (especially given widespread deficiency), Vitamin C, and B-complex vitamins.
- Fish oil/Omega-3s: Valued for heart and brain health, fish oil supplements are another popular choice.
- Specialty ingredients: This category includes products like probiotics for gut health, collagen for skin and joint health, and botanicals.
- Herbs and Botanicals: This category continues to see strong interest, with products like ashwagandha and mushrooms gaining traction.
Regulation and safety concerns
It is crucial for consumers to understand the regulatory landscape for dietary supplements. In the U.S., the FDA regulates supplements differently than prescription drugs.
- Regulated as food: Dietary supplements are not required to prove efficacy or safety to the FDA before being sold. The burden is on the FDA to prove a product is unsafe after it has hit the market.
- Risks of misinformation: This regulatory framework has led to cases of mislabeled products, exaggerated claims, and sometimes, the presence of undisclosed, harmful ingredients.
- Excessive intake: It is possible to consume too much of certain nutrients through supplementation, which can lead to adverse effects, especially when combining fortified foods with supplements.
| Demographic Segment | Supplement Usage Rates | Key Supplement Types | Influencing Trends |
|---|---|---|---|
| Adults (20+) | 58.5% (2017-2020), ~74% (2023) | Multivitamins, Vitamin D, Fish Oil, Probiotics | Health & Wellness, Self-Care, Longevity |
| Seniors (60+) | 39.4% (MVMs, 2017-2018) | MVMs, Calcium, Vitamin D, B12, Cognitive Support | Healthy Aging, Specific Health Concerns |
| Women | Higher use than men across age groups | Multivitamins, Iron, Folic Acid, Collagen, Mood Health | Life-stage Nutrition, Mental Health |
| Youth (0-19) | 34.8% (2017-2020) | MVMs, Vitamin D | Parental Influence, Gummies, Fun Formats |
Trends shaping the future of supplements
Several key trends are driving the dietary supplement market and influencing consumer choices heading into the mid-2020s and beyond.
- Personalization: Driven by advancements in technology and consumer demand for tailored health solutions, personalized nutrition is a major growth area. Companies are leveraging data and AI to create custom supplement regimens.
- Diverse delivery formats: The supplement market is moving beyond traditional pills. Gummies, powders, and liquids are gaining popularity due to their convenience and palatability, especially among younger demographics.
- Mental and cognitive health: With increased awareness around mental wellness, consumers are seeking supplements that support mood, focus, and memory. Ingredients like lion's mane mushroom and ashwagandha are trending in this category.
- Sustainability and clean labels: Consumers are increasingly conscious of a product's sourcing and manufacturing process. There is a rising demand for natural, plant-based, and ethically produced supplements with transparent, 'clean' labels.
Conclusion: A market focused on personalized wellness
The high percentage of Americans taking vitamins or supplements reflects a societal pivot towards self-care and proactive health management. While motivations range from filling basic nutritional gaps to addressing specific health goals, the landscape is increasingly defined by trends like personalization, innovative delivery methods, and targeted wellness. As the market grows, it's vital for consumers to remain informed about product claims and regulatory standards, consulting with healthcare providers to make safe and effective choices. A healthy diet remains the foundation for good nutrition, and supplements should complement, not replace, that core principle. For guidance on nutritional needs, resources like the official Dietary Guidelines for Americans are recommended.
The Role of Health Professionals
Given the majority of supplement usage is self-directed, healthcare providers have a crucial role to play. They can help patients navigate the complex market, assess actual nutritional needs, and prevent potential interactions with medications. Regular, open communication between patients and doctors is essential to ensure that supplement use is safe and truly beneficial.
Growth in the supplement industry
The market for dietary supplements continues to expand, reflecting sustained consumer interest. In the U.S. alone, the retail vitamin, mineral, and supplement market is projected to continue growing, fueled by health consciousness and rising consumer demand for personalized solutions. This growth also highlights a crowded and competitive market, with brands constantly innovating to meet evolving consumer preferences.
