US supplements market research reveals stable spending despite lower confidence in efficacy among non-users

US market analysis from the Council for Responsible Nutrition (CRN) reveals that average personal budgets allocated to health supplements are consistent with last year, with the median monthly expenditure at US$48 in 2023 and US$50 in 2024. 

In its 2024 Consumer Survey, CRN suggests that personal commitments to supplements persist amid inflationary pressures to use less, despite 27% of participants mentioning cost as a barrier. Some supplement users purchasing products from healthcare professionals even report higher spending, with their median monthly bill reaching US$100.

Overall, three-quarters of US citizens continue to use dietary supplements. However, despite “stable” overall trust in supplements, non-users report lower confidence levels in supplement effectiveness and safety compared to prior years, underscoring ongoing challenges in expanding the user base.

The survey also highlights subtle shifts in product choices. According to the report, usage of specific supplements such as magnesium, prebiotics and ashwagandha has increased compared to previous years.

Magnesium usage rose from 19% in 2023 to 23% of all supplement users in 2024. Similarly, prebiotic usage has continued its upward trend, climbing to 7% of all supplement users, up from 5% last year. 

Ashwagandha, a botanical supplement, also saw a significant rise in use, reaching 8% of supplement users this year, up from 2% in 2020, a four-fold increase in just four years.

Melatonin is still up from 2020 levels, which were 10%. With 16% of supplement users now taking the sleep aid, it is one of the top specialty supplements the survey examined.

Supplements over prescriptions

Nearly eight in ten supplement users report that they prefer using supplements over over-the-counter or prescription medications whenever appropriate.

“Brand loyalty continues to be a hallmark of the industry, with 71% of users expressing loyalty to their chosen brands — consistent with last year’s findings,” highlights the CRN survey.

“Regular users, especially those who incorporate a variety of supplements into their routines, are more likely than occasional supplement users to express brand loyalty and confidence in the products they consume.”

The study finds 91% of users affirm that supplements are “essential” to maintaining their health.

Jeff Ventura, senior VP of communications at CRN, believes the findings point to sustained consumer trust in the FDA-regulated industry.

“At the same time, we continue to see consumers exploring new specialty products and embrace personalized health solutions,” he notes. “This speaks to the evolving landscape of wellness, where supplements are becoming more integrated into individualized health practices.”

Strong interest in personalization

Consumers’ primary motivations for supplement use remain essentially unchanged from 2023. Immune health and energy remain important factors, attracting 30% and 27% of users, respectively.

For non-users, 41% cite the lack of a perceived need as the main reason for not taking supplements.

Consumers’ interest in personalization remains strong, with 69% of supplement users emphasizing the importance of a personalized regimen when selecting their products. In response, the market continues to shift toward customization and precision health solutions, such as in start-up Biovit’s development of a “most accurate AI-driven personalized nutrition system,” set for government-led trials in the UK in 2025.

CRN finds supplement users under age 55, along with Black and Asian American users, are “especially likely” to agree that a personalized regimen is essential when choosing a dietary supplement.

The 2024 survey was conducted online in English from August 7–12, gathering responses from 3,194 adults across the US, including 2,332 supplement users and 862 non-users. 

The sample included oversamples of Black, Hispanic and Asian/Pacific Islander respondents to ensure diverse perspectives.