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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth

U.S. Vitamin Sales and Growth by Product Category and Channel, 2001-2027e


This single-tab raw data chart includes consumer sales of vitamin supplements across sub-categories and channels, with actuals from 2001-2023 and projections for 2024-2027.


  • Multivitamins
  • Vitamin A/Beta Carotene
  • B Vitamins
  • Vitamin C
  • Vitamin D
  • Other Vitamins
  • Vitamin E


  • Natural & Specialty Retail (NSF) represents natural, health food, supplement and specialty retail outlets.
  • Mass Market Retail (Mass) represents grocery, drug, mass merchandise, club and convenience stores.
  • Direct Channels include mail order/DRTV/Direct Response Radio, Network Marketing, Internet, and Practitioners.

View an empty version of this data chart.

: Nutrition Business Journal estimates derived from data provided by IRI Group (a Chicago-based market research firm), SPINS, Nicholas Hall's DB6 database, in partnership with Nielsen in specific countries, IMS Health (a healthcare information and consulting company), NBJ survey and interviews, and other sources.

(Consumer sales, $Mil) Some revenues are approximations that have been compiled from executives, industry analysts and published materials. Although NBJ has made every effort in partnership with Nielsen in specific countries, and IMS Health, and NBJ Surveys. Revenue figures are are not the result of audits and therefore not guaranteed to be accurate. Errors and omissions are unintentional.