2023 Brief: U.S. Dietary Supplements Online Market Analysis

Key Finding 1

Dietary supplement sales on a leading U.S. marketplace reached US$ 9.6 billion and 380 million units in 2023, growing at approximately +15.5% year-on-year and outpacing both the global and domestic supplements market.

Online marketplaces have become a leading channel for vitamins, minerals, and supplements (VMS) distribution in the U.S. This growth trajectory reflects the broader shift toward online health product purchasing, accelerated by post-pandemic consumer behavior. With the U.S. supplements market projected to reach US$ 132.04 billion by 2032 at an 8.90% CAGR, above-market growth online underscores the channel's expanding share of overall supplements spending.

Key Finding 2

The brand landscape remains highly fragmented, with no small group of brands holding a commanding share, signaling substantial white space for new entrants.

Established brands such as Garden of Life, Pure Encapsulations and MaryRuth Organics compete in a market where no single brand holds a dominant position. This fragmentation reflects consumer willingness to experiment across brands — particularly in emerging sub-categories — and creates a favorable entry environment for international brands pursuing brand internationalization strategies on the platform.

Key Finding 3

Gummy supplements emerged as the fastest-growing dosage form, generating US$ 660 million in sales with year-on-year growth exceeding +50%, driven by consumer preference for convenient and palatable formats.

According to a Harris Poll survey, 28.0% of U.S. adults tried gummy vitamins in the past year, and 53.0% of those who tried them reported daily usage. This adoption pattern signals a structural shift in supplement delivery preferences, with gummies and liquid formats gaining share from traditional capsules and tablets. Brands investing early in innovative dosage forms stand to capture disproportionate market growth.