Americans Are Spending More on Supplements, Especially Performance & Recovery

The biggest yearly sales growth in the vitamin and supplements category was seen in areas like performance/recovery, mood and digestion

Health and wellness are a significant priority for Americans, and consumers are seeking an expanding number of vitamin and supplement options that range from prevention to recovery. According to NIQ, a data intelligence service provider, vitamins and supplements is a growing “super category” in terms of revenue, with sales of $13.5 billion in the latest 52-week period ending October 7, 2023, up 1.6% from the year-ago period.

The biggest year-over-year sales growth in the vitamin and supplements category was seen in areas like performance/recovery, mood and digestion.

Vitamins and supplements are a heavily shopped category, with over 90% household penetration, according to Jacqueline Flam, senior vice president of beauty & OTC at NIQ. Flam said that NIQ is seeing strong growth in the category overall, with consumers zeroing in on on gut health, focus and energy, hair and skin health, and healthy aging.

Vitamins & Supplements Shine on Amazon Prime Day

Vitamins and supplements were the second most popular consumer packaged goods (CPG) category purchased on Amazon’s October Prime Day in both 2023 and 2022 according to NIQ survey data. On the 2023 October Prime Day, 26% of consumers surveyed who purchased CPG goods, purchased vitamins and supplements just behind skincare, with 27% of consumers purchasing this top CPG category. Vitamins and supplements were also the second most purchased everyday essential category in the 2022 October Prime Day, with 29% of consumers surveyed reported purchasing vitamins and supplements compared with 34% of purchasing haircare, according to NIQ survey data.  

Top Categories Include Performance/Recovery, Mood & Digestion

Consumer interest in the vitamin and supplement survey data on Amazon Prime day aligns with NIQ’s data on the “super category” which includes minerals, supplements and vitamins. NIQ tracks weekly consumer spending across the super category to include total revenue, unit sales and price changes. While revenue increased over the latest 52-week period ending October 7, 2023, unit sales decreased by 3.1% to 1.1 billion YoY. The average unit price of vitamins and supplements increased by 4.7% over the past year with the average unit price totaling $12.24. Nearly every vitamin and supplement category increased prices compared to last year. 

According to NIQ data, in the latest 52-week period ending October 7, 2023, the vitamins and supplement categories that experienced strong unit sales growth compared to the previous 52-week period include those that support sports performance and recovery, including hydration, electrolytes, potassium and magnesium – all which help the body to recover and replenish particularly after working out. Additionally, mood supplements and digestive supplements are also seeing solid growth compared to the year-ago weekly period. 

Figure 1. Vitamin and Supplement Unit Sales Growth for Week Ending October 7, 2023 (% YoY to Previous Week-End Period)

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Consumers Focus Less on Immunity, Men/Women’s Health & Weight Loss

Notable unit sales declines were seen in supplements that support men’s and women’s health, including prostate and menopause and preventive supplements like immunity supplements and zinc. These vitamins and supplements may have experienced a comparative decline due to peak consumption during pandemic-related news and outbreaks. Weight management supplements declined by 14.2% which may have been impacted due to the recent introduction of new weight loss drugs; this will be a category to watch. 

Figure 2. Vitamin and Supplement Unit Sales Decrease for Week Ending October 7, 2023 (% YoY to Previous Week-End Period)