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U.S. Vitamin Sales and Growth by Product Category and Channel, 2001-2024e


This single-tab raw data chart includes consumer sales of vitamin supplements across sub-categories and channels, with actuals from 2001-2020 and projections for 2021-2024.


  • 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.

Source: Nutrition Business Journal, ($Million, consumer sales). NBJ primary research includes NBJ survey of food, supplement and NPC manufacturers, distributors, MLM firms, mail order/internet and raw material companies. Secondary sources include SymphonyIRI Group, Natural Food Merchandiser, Health Products Business,Vitamin Retailer, Whole Foods, OTC Update, SPINS/Neilsen, Packaged Facts, Hartman Group, Frost & Sullivan and others.

Totals may not add up due to rounding.