The dietary supplements market is estimated at USD 179.53 billion in 2024; it is projected to grow at a CAGR of 7.6% to reach USD 258.75 billion by 2029. Dietary supplements are widely available through e-commerce and digital sites that enable consumers to review products, read reviews, and purchase from the comfort of their homes. Online shopping becomes a push factor in market expansion, especially in countries with poor retail infrastructure, thus resulting in convenient lifestyles.
Another significant market driver is innovation in supplement formulations. Companies are keen to produce customized and niche supplements for specific conditions, such as heart health, digestive health, immunity, and even skin and beauty. It creates highly selective consumers who are asking for quality, natural, and sustainable products. Among these, the demand for plant-based, vegan, and organic supplements is especially rising due to the growing trend of clean living and sustainability.
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Based on Target consumers, the elderly segment is projected to be the fastest growing segment in the market.
The elderly segment is expected to be the fastest growing in the dietary supplements market due to the increasing aging of the global population and their concern for remaining healthy throughout the process. With a longer lifespan and healthier lifestyle, people are facing disorders related to aging and are rapidly looking for supplements that can provide solutions to these conditions, such as bone density, cognitive function, joint health, and cardiovascular health. This segment specifically focuses on maintaining independence, chronic conditions management, and enhancing the quality of life in later years, which leads to a growing dependency on dietary supplements.
Factors driving this segment are the increased occurrence of age-related health issues. For example, osteoporosis, arthritis, and heart disease start occurring as people grow older. Supplements such as calcium, vitamin D, and glucosamine are currently popular among older adults who are actively on the lookout for ways of hardening bones and joints, enhancing mobility, and reducing inflammation. Calcium and vitamin D are most popular for bone health as older adults have the highest risk of fractures and osteoporosis due to declining bone density.
The online distribution channel segment in the dietary supplements market is projected to have a significant share.
The growing shifting trend toward online shopping is driven by this growing consumer preference for convenience, accessibility, and the ability to make an informed decision while purchasing from the comfort of their homes. Due to this, an increasing number of consumers are purchasing dietary supplements online using specialty e-commerce sites, health-oriented stores, and large online stores like Amazon, Walmart, and eBay.
The most significant reason for the development of the online channel of distribution is the huge variety of products in dietary supplements. Consumers no longer need to go about town in search of different brands or supplements that may not even be in that locality. Online stores have the convenience of online browsing various categories, comparing different prices, and reading online product reviews or detailed information on the ingredients contained in them. This much transparency and information assure consumers to buy supplements on the Internet.
Moreover, subscription services and auto-replenishment options, which are widely available from many online retailers, make it easier for consumers to continue their supplementation programs. These services provide a seamless experience as they automatically bring supplements to customers at regular intervals, so they never run out of essential products. The benefit of being able to subscribe to things such as multivitamins, protein powders, or omega-3 capsules is appealing to so many different customers, especially people with busy lives who want to make sure that they never run out of these health supplements, without having to reorder each time.
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Asia Pacific is the fastest growing region in the dietary supplements market.
The major contributing factor for Asia Pacific growth is the increasing localization of product offerings tailored to the unique health needs and cultural preferences of diverse populations within the region. For instance, traditional herbal supplements and ingredients such as ashwagandha, turmeric, and ginseng, long valued in Asian cultures for their health benefits, are being integrated into modern supplement formulations. This combination of tradition and innovation appeals to consumers seeking scientifically backed solutions with cultural relevance.
Additionally, the rise of e-commerce platforms in Asia Pacific has been transformative for the dietary supplements market. Countries like China, India, and Indonesia have witnessed a surge in online sales of supplements, facilitated by increased internet penetration and mobile shopping convenience. The immense development in e-commerce and digital platforms has also swept away the old insularity in China's dietary supplement markets. The availability of purchasing products and the wide reach of digital marketing conveniently enable people to access a series of supplements adopted to particular health needs. In September 2019, Herbalife Nutrition (US) took advantage of this trend by partnering with Tencent, China's largest internet technology company. Such partnership is aimed at empowering the independent distributors of Herbalife in improving their online sales competencies. Herbalife Nutrition China, after having integrated Tencent's technology, can connect online and offline services to make interactions between distributors and consumers more effective in their transactions, thus stimulating business growth.
