February 16, 2025
U.S. Powder Dietary Supplements Market Size Report, 2030

Market Size & Trends

The U.S. powder dietary supplements market size was valued at USD 9.27 billion in 2024 and is anticipated to grow at a CAGR of 9.7% from 2025 to 2030. The market growth is attributed to the increasing consumer awareness about the importance of proactive health management, coupled with an aging population seeking to maintain vitality, is a key driver. This has led to a surge in demand for convenient and customizable supplement formats, which powders readily offer. Furthermore, the rising popularity of fitness and active lifestyles, particularly among younger demographics, contributes to the market’s expansion, as these groups increasingly incorporate protein, performance, and electrolyte powders into their daily routines. The availability of diverse flavors, ingredient combinations, and targeted formulations also plays a significant role in attracting a wider consumer base.

U.S. Powder Dietary Supplements Market Size, by Ingredient, 2020 - 2030 (USD Billion)

Consumers are becoming more sensitive about ingredients, seeking natural, organic, and sustainably sourced options. This shift has led to increased demand for vegan protein powders, superfood blends, and powders free from artificial colors, flavors, and sweeteners. Transparency in labeling and ingredient sourcing is also becoming crucial for brands to gain consumer trust and loyalty. Additionally, there’s a rising trend towards personalized nutrition, with consumers seeking powders tailored to their specific health goals, dietary restrictions, and lifestyle needs. This is leading to the development of customized powder supplement blends and subscription services.

Powders are easy to transport, mix, and consume, making them ideal for on-the-go lifestyles. Their adaptability allows consumers to easily incorporate them into smoothies, shakes, baking recipes, and even simple water, further contributing to their appeal. The ability to customize dosages and flavor profiles is another advantage that fuels consumer demand, as individuals can tailor their supplement intake to their specific requirements and preferences. This ease of use and personalization is contributing significantly to the broader adoption of powder supplements across various demographics. Moreover, concerns surrounding artificial ingredients, additives, and synthetic compounds are driving consumers towards powder supplements formulated with natural sources and transparent labeling. This includes an increased interest in plant-based proteins, such as pea, soy, and rice protein, as well as botanicals, herbs, and adaptogens.

Technological advancements are also influencing the U.S. dietary supplements market. E-commerce platforms have become a dominant sales channel, offering consumers easy access to a broader range of products and brands. The rise of social media and influencer marketing further drives demand, as these channels effectively promote the benefits of powder supplements and build brand awareness. Moreover, advancements in formulation and manufacturing technologies enable the creation of more palatable and effective powder supplements, such as improved flavor masking and enhanced bioavailability of key ingredients. The use of AI and data analytics to understand consumer preferences and optimize product development is also emerging.

Consumer Survey & Insights

According to the Council for Responsible Nutrition (CRN) 2024, consumer spending on supplements remained remarkably stable, with a median monthly expenditure holding steady at around USD 50. Users who purchase from healthcare professionals spend significantly more, averaging USD 100 per month. Consistent with 2023, overall health and wellness is the top motivator for supplement use (42%), followed by immune health and energy. Women, especially younger ones, exhibit a greater desire for supplements that enhance beauty aspects like skin and hair. Personalization continues to be a key factor in purchasing decisions, with 69% of users seeking tailored schedules. This preference for personalized approaches is particularly pronounced among younger adults and Black and Asian American consumers.

Ingredient Insights

The vitamin supplements accounted for a revenue share of 28.72% in 2024, fueled by a desire to fill nutritional gaps in diets, particularly as many Americans struggle with consistent access to fresh, whole foods. The convenience and customizability of powdered formats, allowing for easy integration into smoothies, drinks, and even recipes, is a key factor in attracting consumers. Moreover, advancements in flavor technology have made powdered vitamins more palatable, removing a common barrier to adoption. Specific areas of growth include single-vitamin powders like Vitamin D and C, as well as mixes designed for specific needs such as prenatal care, immune support, or energy boosting, often marketed with an emphasis on natural ingredients and added benefits.

The proteins & amino acids supplements are anticipated to witness a growth rate of 13.9% from 2025 to 2030, driven primarily by the growing fitness and active lifestyle trends. The demand for protein powders is not limited to bodybuilders anymore but has significantly expanded to mainstream fitness enthusiasts focused on muscle recovery, weight management, and overall health. The accessibility of various protein sources, such as whey, casein, soy, pea, rice, and others, caters to different dietary needs and preferences, driving broader market appeal. Moreover, consumer demand is growing for the convenience protein powders offer as a quick and easy meal replacement or post-workout recovery tool.

Type Insights

The OTC-type U.S. powder dietary supplements accounted for a revenue share of 75.63% in 2024. The ease of consumption and versatility of powders, often blended into smoothies or shakes, also contribute to their appeal, especially among busy lifestyles. The accessibility of these products through online retailers and mass-market outlets has also greatly expanded their reach. Plant-based protein powders, catering to growing vegan and vegetarian populations, are gaining significant traction. Similarly, adaptogens, mushrooms, and other botanical ingredients are becoming increasingly popular due to their perceived stress-reducing and cognitive-enhancing benefits. Consumers are also becoming more sophisticated and seeking out clean-label products with minimal additives and transparency in sourcing.

The prescribed type of powder dietary supplement is anticipated to witness a growth rate of 10.1% from 2025 to 2030, driven by the increased awareness among healthcare professionals regarding the benefits of targeted nutritional support for specific medical conditions and deficiencies. Powder supplements, like medical foods and enteral nutrition, offer a convenient and easily digestible option for patients with malabsorption issues, difficulty swallowing, or those requiring specialized diets. These prescribed products often contain higher concentrations of specific nutrients or ingredients, formulated under medical supervision to address specific health concerns, such as prenatal needs, recovery from surgery or illness, or managing chronic conditions. The efficacy and safety data behind these products, often supported by clinical research, boosts confidence in both healthcare providers and patients, driving their prescription and utilization.

Application Insights

The energy & weight management application accounted for a revenue share of 27.42% in 2024. A growing awareness of the link between lifestyle, nutrition, and overall well-being, coupled with the increasing prevalence of sedentary lifestyles and obesity, fuels the demand for convenient solutions. Consumers are increasingly seeking powdered supplements that offer pre-workout energy boosts, post-workout recovery, and appetite suppression, often preferring them over pills or capsules due to perceived faster absorption and ease of customization. Furthermore, the popularity of fitness and wellness influencers and the proliferation of online communities promoting active living have created a fertile ground for the adoption of these products. The demand for clean-label, natural, plant-based, and low-sugar formulations is also shaping the market, signaling a shift towards healthier and more transparent options.

The prenatal powder dietary supplements segment is estimated to grow at a CAGR of 14.5% from 2025 to 2030. Awareness of the crucial role nutrition plays during pregnancy and lactation is driving the demand for specialized supplements that support both the mother’s well-being and the baby’s development. Prenatal powders are seen as a convenient alternative to traditional prenatal pills, especially for expectant mothers experiencing morning sickness or digestive sensitivities. There is a rising preference for easily digestible forms of essential vitamins and minerals like folate, iron, and omega-3 fatty acids. Furthermore, the increasing age of first-time mothers and the associated health considerations are contributing to a greater openness to and reliance on evidence-backed nutritional support through powder dietary supplements.

End-use Insights

The adult powder dietary supplements accounted for a revenue share of 63.23% in 2024. A strong emphasis on proactive health management fuels demand, with adults increasingly seeking to address nutritional gaps and optimize their physical and mental performance through supplementation. This includes a growing interest in protein powders for fitness and muscle building, as well as plant-based and clean-label options that cater to specific dietary preferences and sensitivities. The influence of social media, influencer marketing, and easily accessible online information also play a significant role in shaping consumer perception and driving demand. Additionally, the busy lifestyles of many adults contribute to the appeal of powder formats, recognized for their convenience and versatility in incorporating supplements into daily routines through smoothies, shakes, or other quick meals. This has fueled the growth of performance-enhancing and energy-boosting powders, as well as those aimed at stress management and cognitive support.

The geriatric powder dietary supplements market is estimated to grow at a CAGR of 10.3% from 2025 to 2030, driven by the desire to maintain bone health, manage joint pain, support cognitive function, and combat muscle loss (sarcopenia), all common challenges associated with aging. As the U.S. population ages, the need for supplements catering to these specific issues has increased significantly. The preference for easy-to-digest and swallow formats also makes powder supplements appealing to this segment, especially as swallowing difficulties may be prevalent among the elderly. Convenience, in terms of preparation and taste, is another key factor, as powders can be seamlessly incorporated into meals or drinks without requiring significant effort or changing dietary habits. Furthermore, medical recommendations and doctor consultations frequently influence the use of supplements within this population, making brands that emphasize scientific backing and research a point of focus.

Distribution Channel Insights

The sales of powder dietary supplements through offline channels accounted for a revenue share of 79.72% in 2024. The primary trend here is the persistent consumer preference for the tangible nature of in-store shopping – being able to physically examine products, read labels, and interact with retail staff. This experience is particularly relevant for consumers who are less familiar with specific supplements or who prefer personalized recommendations from experts, often found in specialty health food stores and pharmacies. Furthermore, brick-and-mortar retailers benefit from the immediacy of purchase; consumers can satisfy their needs instantly and don’t have to wait for delivery. This also appeals to consumers who prefer to avoid shipping charges or who need a product immediately. Also, for older demographics or those less comfortable with online shopping, physical retail locations remain the preferred channel.

U.S. Powder Dietary Supplements Market Share, by Distribution Channel, 2024

The online segment is estimated to grow at a CAGR of 11.0% from 2025 to 2030, driven by the convenience and accessibility provided by e-commerce platforms. Shoppers can easily browse a wide variety of products, compare prices and ingredients, and read reviews from the comfort of their own homes, leading to increased impulse purchases and trials of new brands. This is further fueled by the proliferation of health and wellness influencers on social media, who often promote specific powder dietary supplements and link directly to retailer websites, generating considerable traffic and conversions. Personalized recommendations and subscription services offered by many online retailers also encourage customer loyalty and repeat purchases.

Key U.S. Powder Dietary Supplements Company Insights

The market is characterized by the presence of several well-established players and rapidly growing niche brands, resulting in a moderately fragmented landscape. Key companies like Amway Corp., Nestle Health Science, USANA Health Sciences, New Chapter, Abbott, Glanbia plc, Nature’s Way Brands, LLC, Herbalife Nutrition Ltd., NOW Foods,    and Haleon group of companies hold significant market share due to their strong brand recognition, extensive distribution networks, and broad product portfolios. These companies typically invest heavily in marketing, particularly through online channels and influencer partnerships, and focus on product innovation to capture evolving consumer preferences. Strategies employed by these giants include frequent new product launches encompassing novel flavors, functional ingredients, and formats. These brands often utilize targeted marketing and direct-to-consumer sales models to connect with their core audience. Partnerships with fitness studios, health and wellness retailers, and even healthcare professionals have become crucial for these players to gain credibility and market entry. The overall market share distribution reflects a balance between the dominance of established brands and the increasing influence of brands catering to niche consumer desires, signaling a continued competitive environment fueled by constant innovation and strategic partnerships.

Key U.S. powder dietary supplements Companies:

  • Amway Corp.
  • Nestle Health Science
  • USANA Health Sciences
  • New Chapter
  • Abbott
  • Glanbia plc
  • Nature’s Way Brands, LLC
  • Herbalife Nutrition Ltd.
  • NOW Foods
  • Haleon Group of companies

Recent Developments

  • In January 2025, Wellful, Inc. announced the acquisition of Ancient Nutrition to bolster its market presence and expand its product offerings. By bringing Ancient Nutrition’s portfolio under its umbrella, Wellful not only diversified its existing range of vitamins and supplements but also gained a strong foothold in the rapidly growing natural food and supplement market.

  • In December 2024, USANA Health Sciences, a well-established player in the health and wellness industry, strategically expanded its market reach by acquiring a significant 78.8% controlling stake in Hiya Health Products. This acquisition marks USANA’s entry into the direct-to-consumer children’s health and wellness category, leveraging Hiya’s existing strong brand reputation and customer base. The move signals a clear intent by USANA to diversify its product portfolio and tap into the growing demand for specialized, high-quality children’s nutritional products.

U.S. Powder Dietary Supplements Market Report Scope
















Report Attribute

Details

Market size value in 2025

USD 10.10 billion

Revenue forecast in 2030

USD 16.04 billion

Growth rate (Revenue)

CAGR of 9.7% from 2025 to 2030

Historical data

2018 – 2024

Forecast period

2025 – 2030

Quantitative units

Revenue in USD million/billion and CAGR from 2025 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Ingredient, type, application, end-use, distribution channel, ingredient- application

Country scope

U.S.

Key companies profiled

Amway Corp.; Nestle Health Science; Abbott; USANA Health Sciences; Glanbia plc; Nature’s Way Brands, LLC; Herbalife Nutrition Ltd.; NOW Foods; and Haleon group of companies

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options

U.S. Powder Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. powder dietary supplements market report on the basis of ingredient, type, application, end-user, distribution channel, and ingredient- application:

  • Ingredient Outlook (Revenue, USD Million, 2018 – 2030)


  • Type Outlook (Revenue, USD Million, 2018 – 2030)


  • Application Outlook (Revenue, USD Million, 2018 – 2030)


  • End-use Outlook (Revenue, USD Million, 2018 – 2030)

    • Adults

      • Millennials

        • Male

        • Female

          • Pregnant Women

          • Non-pregnant Women

      • Gen X

        • Male

        • Female

          • Pregnant Women

          • Non-pregnant Women

      • Gen Z

        • Male

        • Female

          • Pregnant Women

          • Non-pregnant Women

      • Boomers


    • Geriatric

    • Children

    • Infants

  • Distribution Channel Outlook (Revenue, USD Million, 2018 – 2030)


  • Ingredient-Application Outlook (Revenue, USD Million, 2018 – 2030)


Frequently Asked Questions About This Report

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