Nutrition Business Journal counted $72.88B, powders and gummies set the pace

Nutrition Business Journal tracks the category each year, and its figures shared at Natural Products Expo West in March 2026 put U.S. dietary supplement sales at $72.88 billion in 2025 on 5.5 percent growth. Fitness and energy passed general health as the leading use.

Gummies ranked first among delivery formats, with powders close behind and liquids in third place. Powders posted the fastest growth across the year, followed by liquids and then chewables. The pattern favors formats that stir into a morning glass or slip into a bag pocket.

Sports nutrition rose 8 percent while specialty ingredients rose 7.1 percent. Herbs and botanicals rose 5.8 percent, reaching 19.2 percent of the market. Meal replacements rose 5.7 percent. Vitamins kept the largest share at 26.7 percent but recorded modest growth, as did minerals.

That blend points to where fresh habits are taking hold. Protein, creatine and hydration are traveling past athletes. A June 30, 2026 midyear update says creatine is finding momentum with women, active aging consumers and lifestyle wellness audiences. Healthy aging expanded 14.3 percent, while gut health expanded 6.5 percent.

Mushroom coffee shows the same pantry shift in another form. The global market feels sizable at 3.41 billion dollars in 2026 and is projected to reach 5.56 billion dollars by 2035. North America held 29 percent revenue share in 2026, a strong presence on the shelf. Powder keeps the most familiar feel at 64 percent share, while supermarkets and hypermarkets hold 47 percent of distribution share.

Electrolyte gummies speak to ease with a cost attached. The global market is predicted to grow from 1.94 billion dollars in 2026 to about 5.25 billion dollars by 2035. Online stores held the largest distribution share in 2025, meeting shoppers where they browse. Higher production costs lift what you pay at the shelf, along with strict country rules on gummies as dietary supplements.

Where people shop is moving as fast as what they stir and chew. The mass market held 27.1 percent share, followed by natural and specialty at 25.4 percent and ecommerce at 24.3 percent. Ecommerce grew fastest in 2025 and is projected to lead by 2028, shaped by daily routine.

Social commerce remains small yet persistent. Early estimates suggest TikTok Shop sold about 1 billion dollars of supplements in 2025. For the year ending in January 2026, it held 3 percent of all supplement sales, up 71 percent year over year. Most brands surveyed said they do not feel ready for social commerce yet.

Trust is finding new footing. A 2026 NBJ consumer survey found 71 percent called supplements essential or important to everyday health. Guidance from healthcare practitioners feels closer at hand, rising as an important information source to 55 percent from just 23 percent in 2024. Erika Craft, market research analyst at NBJ, said, “Healthcare practitioners have truly turned into a major source of product discovery that people now lean on for guidance.”

Watch whether e-commerce holds its run toward the projected 2028 lead, and whether practitioner guidance keeps shaping which botanicals earn a place in the daily ritual.