US and Canada Food Supplements Market - 2024-2027

Report Overview

US and Canada Food Supplement Market reached US$ 41,294.93 million in 2023 and is expected to reach US$ 54,511.64 million by 2027, growing with a CAGR of 7.40% during the forecast period 2024-2027.

The food supplement market in US and Canada is a dynamic and rapidly growing sector driven by increasing health consciousness, aging populations and rising consumer interest in preventive healthcare. The significant drivers include a shift toward healthier lifestyles, an increase in chronic diseases such as heart disease and diabetes and a growing focus on mental health.

For instance, according to International Diabetes Federation, stated that Canada is one of the 29 countries of the IDF NAC region. Around 463 million people have diabetes in the world and more than 48 million people in the NAC Region; by 2045 this will rise to 63 million. Additionally, according to the CDC, heart disease is the leading cause of death for men, women and people of most racial and ethnic groups. One person dies every 33 seconds from cardiovascular disease. In 2022, 702,880 people died from heart disease. That's the equivalent of 1 in every 5 deaths.

Moreover, e-commerce platforms like Amazon and specialty online retailers play a pivotal role in the market's growth, especially as consumers shift toward online shopping for convenience and access to a wider range of products. However, challenges such as rising regulatory scrutiny, concerns about product safety and the influx of counterfeit or low-quality supplements on online platforms pose risks to both consumers and brands. In Canada, the Natural Health Products Regulations (NHPR) enforce strict oversight, ensuring that products are approved before entering the market, thus instilling a higher level of consumer trust.

Market Drivers

Growing Popularity of Plant-Based Supplements

The growing popularity of plant-based supplements is significantly driving the food supplement market in US and Canada, fueled by a combination of consumer health consciousness, ethical considerations and environmental concerns. One of the major factors behind this shift is the increasing preference for natural, clean-label products.

For instance, Dalhousie University estimated that in 2021, Canada's organic market was worth an estimated US$ 6.5 billion, of which 80% is spent on certified organic foods and non-alcoholic beverages. Organic foods now make up 3.3% of total food sales and on average Canadians spend US$ 184 each week on organic groceries. Additionally, USDA (United States Department of Agriculture), stated that in 2021 organic retail sales were estimated to be more than US$ 52 billion, about 5.5 percent of all retail food sales. US farms and ranches sold nearly US$ 11 billion in organic products in 2021.

Moreover, the rise of veganism, vegetarianism and flexitarian diets, has seen a surge in both US and Canada. A growing number of consumers are adopting plant-based diets due to health, environmental and ethical reasons. As a result, they require supplements to make up for nutrients that might be lacking in their diets, such as vitamin B12, iron and protein.

For instance, according to the latest data, approximately 9.8 to 10 million Americans identify as vegan in 2023, representing 12.27% of the population. This marks a noticeable rise compared to the 290,000 Americans who followed vegan diets in 2004. Thus, the above factors boost the market growth.

Rising Aging Population

The rising aging population is a key driver for the food supplement market in US and Canada, playing a crucial role in shaping the demand for a wide range of dietary supplements. As the population in both countries ages, there is a growing focus on preventive healthcare, as older adults are more prone to chronic diseases and health complications such as osteoporosis, cardiovascular diseases, diabetes and cognitive decline. It has led to a significant increase in the consumption of supplements aimed at addressing age-related health concerns.

Thus rise of an aging population, boosts the market growth. For instance, according to Population Reference Bureau, stated that the number of Americans ages 65 and older is projected to increase from 58 million in 2022 to 82 million by 2050 (a 47% increase) and the 65-and-older age group's share of the total population is projected to rise from 17% to 23%.

The older population is becoming more racially and ethnically diverse. Between 2022 and 2050 the share of the older population that identifies as non-Hispanic white is projected to drop from 75% to 60%. Additionally, Statistics Canada, stated that over 861,000 people aged 85 and older were counted in the 2021 Census, more than twice the number observed in the 2001 Census. The population aged 85 and older is one of the fastest-growing age groups, with a 12% increase from 2016. Currently, 2.3% of the population is aged 85 and older.

Moreover, the aging population is often more health-conscious and has higher disposable income, which allows them to invest in premium supplements that promise better health outcomes. This has led to increased demand for specialized, high-quality products that address specific health needs associated with aging.

Market Restraints

Side Effects Associated with the Products

The food supplement markets in US and Canada are significantly impacted by concerns regarding side effects associated with various products. While many consumers turn to supplements for perceived health benefits, there is a growing awareness and skepticism surrounding the potential risks and adverse reactions linked to their use.

For instance, many dietary supplements, particularly those high in fiber or containing herbal ingredients, can lead to gastrointestinal problems. Symptoms include nausea, diarrhea, constipation, bloating and abdominal discomfort. For instance, excessive intake of magnesium supplements can result in diarrhea.

Additionally, stimulant-containing supplements, often marketed for weight loss or energy enhancement, may lead to increased heart rate, high blood pressure and other cardiovascular complications. For example, ephedra (banned in many places) was associated with serious heart problems and strokes.

Moreover, the lack of standardized dosages and varying ingredient quality across different brands can further complicate consumer experiences. Supplements such as herbal remedies and performance enhancers may interact negatively with prescription medications or exacerbate existing health conditions, leading to serious health implications for consumers. This complexity is compounded by the diverse profiles of supplement users, who may have differing health conditions, sensitivities or dietary restrictions.

Segment Analysis

US and Canada food supplement market is segmented based on ingredient, dosage, application, age and distribution channel.

Rising Consumer Awareness and Gastrointestinal Disorders Drives Segment Growth

The gastrointestinal health segment holds the largest share of US and Canada food supplements market. Increasing consumer awareness around digestive health and the role of probiotics, prebiotics and fiber in maintaining a healthy gut is fueling market demand. As consumers prioritize wellness, they seek supplements that address issues like bloating, indigestion and irregularity. Moreover, the rise in gastrointestinal disorders, such as irritable bowel syndrome (IBS) and inflammatory bowel disease (IBD), is further driving market growth in this segment.

The growing elderly population in these regions, who often face digestive health challenges, also contributes to this trend. According to Oshi Health, Inc., up to 70 million Americans are affected by gastrointestinal (GI) diseases annually double the number of those living with diabetes (34.2 million). The conditions not only affect a substantial portion of the population but also come with substantial healthcare costs, with direct healthcare expenditures for GI diseases estimated at US$ 136 billion each year, surpassing the costs of heart disease (US$ 113 billion) and mental health disorders (US$ 99 billion).

As awareness grows around the impact of GI diseases and their associated costs, consumers and healthcare professionals are increasingly turning to digestive health supplements such as probiotics, prebiotics and digestive enzymes as preventive and therapeutic solutions. The prevalence of GI disorders, combined with the escalating costs of traditional healthcare treatments, has positioned the gastrointestinal health segment as a dominant force within the broader US and Canada food supplements market.

Sustainability Analysis

The sustainability analysis of US and Canada food supplements market highlights several trends and challenges as consumer demand for eco-friendly products continues to grow. Manufacturers are increasingly adopting sustainable practices in response to both regulatory pressures and consumer preferences for environmentally responsible products. The key driver in this market is the shift towards plant-based and organic ingredients, which are perceived as more sustainable compared to synthetic or animal-based alternatives.

Consumers are looking for supplements that are not only effective but also sourced responsibly, with minimal environmental impact. This has led to increased demand for ingredients like plant-based proteins, algae-based omega-3s and sustainably harvested botanicals. Packaging is another area of focus in the sustainability analysis of the market. Companies are moving toward eco-friendly packaging solutions, such as biodegradable or recyclable materials, to reduce their environmental footprint.

Many brands are marketing their products as being aligned with the "reduce, reuse, recycle" philosophy, appealing to eco-conscious consumers. In terms of manufacturing, there is a push for sustainable production processes, including energy-efficient facilities and the reduction of waste in supply chains. Brands are also adopting clean-label practices, reducing use of artificial additives and embracing transparency in ingredient sourcing.

However, challenges remain, particularly with balancing sustainability efforts with cost-effectiveness. use of sustainably sourced ingredients and eco-friendly packaging can increase production costs, which can affect market prices. Additionally, there are ongoing debates about the environmental impact of scaling up plant-based ingredient production, which requires significant agricultural resources.

Unmet Needs

Consumers are increasingly seeking personalized supplements that address their unique health needs. However, the market is still dominated by generic products. For example, while multivitamins are widely available, there is a growing demand for supplements tailored to specific demographics such as older adults, athletes and those with chronic conditions like diabetes. A significant unmet need is greater transparency in the ingredients and sourcing of supplements.

Consumers are increasingly concerned about the purity and origin of ingredients, especially with reports of contaminants in some products. Although regulatory bodies like the FDA in US and Health Canada enforce some guidelines, the supplement industry lacks the comprehensive transparency seen in the organic or natural foods sectors. For instance, the demand for non-GMO, gluten-free and organic supplements have risen, but many products on the market do not clearly state these attributes.

Another gap lies in supplements that integrate both physical and mental wellness. Consumers are increasingly aware of the connection between mental health and overall well-being, yet few supplements address mental health directly. There is potential for growth in products that support cognitive function, mood enhancement and stress management. While there are some offerings like ashwagandha and omega-3 supplements marketed for mental health, more innovation is needed in this space to cater to the holistic health approach many consumers now prefer.

In both US and Canada, there is an unmet need for clearer regulatory frameworks and third-party certifications that can boost consumer trust. Although there are regulations, they are often perceived as lax compared to pharmaceutical standards, leaving consumers uncertain about product efficacy and safety.

Market Competitive Landscape

The major global players in US and Canada market include Procter & Gamble, Church & Dwight Co., Inc., NOW Health Group, Inc., Pharmavite LLC, Jamieson Wellness Inc., PanTheryx, Inc., LoveBug Probiotics, EquiLife, Inc., DrFormulas, Vital Nutrients, ProHealth, Inc., GU Energy Labs, The Clorox Company, Nutrabolics Inc., BIOHM Health LLC, i-Health, Inc., New Roots Herbal Inc., Living Alchemy Ltd. organika Health Products, R&J Nutritionals O/A Vitatree and among others.

By Ingredient

Vitamins

Botanicals

Minerals

Protein & Amino Acids

Omega Fatty Acids

Probiotics

Others

By Dosage

Tablet

Capsules

Liquid

Powder

Chewables & Gummies

Soft Gels

Others

By Application

Gastrointestinal Health

Gut Microbiota/Microbiome Balance

Digestion

Constipation

Bloating

Diarrhea

Leaky Gut

Inflammation

Others

Gluten sensitivity

Abdominal Pain

GERD/Helicobacter Pylori

Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment

Gut Flora/Gut Microbiome Restoration

Others

Vaginal Health

Urinary Tract Health

Kidney Stones

UTIs

Others

Oral Health

Anti/Healthy Ageing

Allergies/Asthma

Bone & Joint Health

Osteoarthritis

Osteoporosis/Low Mineral Bone Density

Inflammation

Brain/Mental Health

Sleep

Cognition

Mood

Depression

Focus

Cardiovascular Health

Circulation

Energy/Fatigue Reduction

Metabolic Syndrome/Blood Glucose

Liver Health

Energy

Immunity/Respiratory Infections

Nutrient Absorption

Skin-Hair-Nails

Atopic Dermatitis & Eczema

Acne

Rosacea

Hair Growth/Hair Loss

Skin Microbiome

Others

Sports

Women's Health

Fertility

Menopause

Pregnancy

PCOS

Vaginal Health & Health Vaginal Microbiome

Vaginal Infections (BV/VVC)

Pregnancy Outcomes

Others

Men's Health & Men's Fertility

Weight Management

Pediatric Health

Colic

Constipation

Regurgitation

Atopic Dermatitis

Others

Others

By Age

Infant

Children

Adults

Seniors

By Distribution Channel

Supermarkets/Hypermarkets

Pharmacies and Drug Stores

Convenience Stores

Online Retailers

Other Distribution Channels

Key Developments

On February 08, 2024, Herbalife, launched the Herbalife GLP-1 Nutrition Companion, a new range of food and supplement product combos fueled by the Protein Shake in the World and intended to support the nutritional needs of individuals on GLP-1 and other weight-loss medications. Herbalife's Classic and Vegan options are available in US and Puerto Rico in a variety of flavors.

On November 16, 2023, Else Nutrition launched a full product range in the Canadian retail locations of one of the world's largest organic and natural foods retailers. The launch includes Else Nutrition's entire product range of Toddler Nutritional Supplements, Kids Drinks and Baby Super Cereals, which are designed for consumers who prioritize quality, health and sustainability.

Why Purchase the Report?

To visualize US and Canada food supplement market segmentation based on ingredient, dosage, application, age and distribution channel, as well as understand key commercial assets and players.

Identify commercial opportunities by analyzing trends and co-development.

Excel data sheet with numerous data points of US and Canada food supplement market-level with all segments.

PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.

Product mapping available as excel consisting of key products of all the major players.

US and Canada food supplement market report would provide approximately 75 tables, 72 figures and 175 pages.

Target Audience 2024

Manufacturers/ Buyers

Industry Investors/Investment Bankers

Research Professionals

Emerging Companies