Dietary supplement sales in the U.S. reached $72.88 billion in 2025, on 5.5% growth, according to data from Nutrition Business Journal (NBJ) reported at Natural Products Expo West in March 2026.NBJ divides the market into six categories: vitamins (26.7%), specialty ingredients (22.4%), which includes omega-3s, probiotics, CoQ10, collagen, and more, herbs and botanicals (19.2%), sports nutrition (15.6%), meal replacements (10.3%), and minerals (5.8%).vitamins and minerals experienced modest growth compared to sports nutrition (+8%), specialty (+7.1%), herbs and botanicals (+5.8%), and meal replacements (5.7%).
Sports nutrition was fueled in large part by delivery format innovation, according to Erika Craft, market research analyst at NBJ. Clear protein powders, creatine chews and gummies, and shots containing protein, collagen, and other amino acids are on trend.
Growth of specialty ingredients has been fueled in large part by gut health formulas, including probiotics, fiber, and synbiotics, Craft noted. Meanwhile, top-performing herbs and botanicals include adaptogens and other ingredients associated with hormonal balance and longevity.
Delivery Formats
Gummies maintained their position as the top-selling supplement delivery format last year, comprising 24.6% of all sales, followed by powders (18.7%), liquids (12.7%), softgels (12.5%), capsules (10.3%), tablets (7%), effervescents (4.2%), quick-dissolve strips (2.5%), vegetarian capsules (2.2%), and all others (1.6%).
The fastest-growing delivery formats on the market in 2025 were powders (+11%), liquids (+10%), and chewables (+9.5%), according to Bill Giebler, content and insights director at NBJ, noting that consumers are leaning into food-like formats.
