U.S. supplement sales hit $72.88 billion, powder formats gain ground

Your scoop probably holds a different dose than the dose tested in the research behind the tub. U.S. supplement sales reached 72.88 billion dollars in 2025 with 5.5 percent growth, according to Nutrition Business Journal data reported at Natural Products Expo West in March 2026. Fitness and energy passed general health as the leading use, so we want to see form, dose and trial duration.

Gummies ranked first among delivery forms, with powders close behind and liquids third. Powders posted the fastest growth during the year, followed by liquids and chewables, and absorption differs by each. That order points toward formats that dissolve in a morning glass or carry in a bag pocket.

Sports nutrition gained 8 percent and specialty ingredients gained 7.1 percent, so we asked what dose and what trial sit behind each point. Herbs and botanicals rose 5.8 percent to 19.2 percent of the market, where binding and bioavailability decide value. Meal replacements rose 5.7 percent. Vitamins kept the largest share at 26.7 percent but recorded modest growth, along with minerals.

The category mix marks where new buyers are entering. Protein, creatine and hydration are spreading past athletes. A June 30, 2026 midyear update reports creatine picking up use among women, older active buyers and general wellness shoppers. Healthy aging rose 14.3 percent while gut health rose 6.5 percent, and the label claims now need matching study doses.

Mushroom coffee shows the same pantry shift in numbers. The global market is sized at 3.41 billion dollars in 2026 and seen rising to 5.56 billion dollars by 2035. North America accounted for 29 percent of revenue in 2026, a large base for comparing scoop to study. Powder took 64 percent share, while supermarkets and hypermarkets took 47 percent of distribution.

Electrolyte gummies offer convenience with a cost question. The global market is expected to climb from 1.94 billion dollars in 2026 to near 5.25 billion dollars by 2035. Online stores held the top distribution share in 2025, where labels often outrun the research. Rising production costs are pushing retail prices higher, with tight national rules on gummies as dietary supplements.

Purchase channels are moving as fast as product types. Mass market held 27.1 percent share, with natural and specialty at 25.4 percent and ecommerce at 24.3 percent, close enough to read the labels. Ecommerce grew most quickly in 2025 and is expected to lead by 2028.

Social commerce remains small but persistent, which makes its milligrams and absorption claims worth checking. Early estimates put TikTok Shop supplement sales at about 1 billion dollars in 2025. For the year ending in January 2026, it made up 3 percent of all supplement sales, up 71 percent from the prior year. Most brands surveyed said they feel unprepared for social commerce.

Confidence is moving as well. A 2026 NBJ consumer survey found 71 percent called supplements essential or important to daily health. Healthcare practitioners as a key information source climbed to 55 percent, versus only 23 percent in 2024. Erika Craft, market research analyst at NBJ, said healthcare practitioners have become a major source for product discovery that people now rely on.

Check whether e-commerce sustains its run toward the 2028 lead, and whether practitioner advice keeps shaping which botanicals earn a place in the daily stack.