Wprowadzenie
Introduction: The dietary supplement market is experiencing a global boom, driven by growing health awareness among consumers, aging societies, and interest in preventive healthcare. In 2023, the value of the global dietary supplement market reached approx. 177,5 billion USD and this amount is expected to almost double by 2030 (to approx. 327 billion USD). For comparison, the Polish supplement market is also growing dynamically – in 2022 it reached approx. PLN 6,9 billion value (nominal growth +12% y/y). It is estimated that more than 75% of adult Poles bought at least one supplement in 2022. Demand is driven by, among other things, the desire to strengthen immunity, supplement the diet with essential ingredients, and the fashion for physical activity and wellness.
The following analysis presents market segmentation according to the function of supplements, market leaders global and local (Poland) along with their shares and characteristics, discussion distribution channels, production cost structure supplements, key consumer trends, frames regulatory in different regions of the world and development prospects until 2030, including the impact of new technologies (AI, biotechnology) and possible legislative changes. All sections are supported by up-to-date quantitative data (market values, CAGR dynamics, volumes) from reputable sources.
1. Segmentation of the dietary supplements market
The supplement market is very diverse in terms of types and functions products. Below are the main product segments and their importance in the global market (and, where possible, the specifics of the Polish market):
Vitamins and minerals: The key segment is the classic vitamins and minerals, often taken in the form of multivitamins. This is historically the largest category – accounting for approx. 30% of global revenues in the industry. The most popular are vitamins C, D, A, E and B, as well as minerals such as magnesium, calcium, zinc. In Poland, vitamin and mineral supplements also dominate - the increase in interest in health after the pandemic resulted in a boom in vitamin D, multivitamin preparations and electrolytes. This segment is growing steadily (on average about 7% per year globally).
Źródła:
globenewswire. com,
mynaturalorigins.com,
grandviewresearch.comHerbal supplements and adaptogens: A very important part of the market are supplements based on plant extracts, herbs and so-called adaptogens – herbal substances that help the body adapt to stress, such as ginseng, ashwagandha, rhodiola, reishi mushrooms, etc. Herbal products often support specific functions (memory, immunity, stress reduction, libido). Globally, the segment botanical supplements is the second largest after vitamins, and the adaptogen market in 2024 was estimated at approx. 11 billion USD and is expected to grow to over $20 billion in 2031 (CAGR ~7%). Adaptogens are gaining popularity thanks to the trend well-being – e.g. supplements based on mushrooms and herbs. Interest is also visible in Poland – sales of preparations with ginseng, ashwagandha or lemon balm are growing. The so-called Superfoods (e.g. spirulina, chlorella, young barley) are also gaining popularity.
Source:
pmrmarketexperts.comSupplements for athletes and fitness (sports nutrition): The segment of supplements supporting physical effort, muscle mass building, regeneration and performance. It includes, among others: whey and plant proteins, gainers, amino acids (BCAA, creatine), pre-workout preparations and weight loss supplements and fat burners. The global sports supplement market is estimated to exceed 45 billion USD (2024) and is growing at around 8% per year. According to Grand View Research, the protein and amino acid segment is recording a high CAGR of ~13,4% (2024–2030).
Probiotics and gut health: Supplements containing probiotics (beneficial bacteria and yeast) support the gut microbiome, digestion and immunity. The global market for probiotic dietary supplements was estimated at approx. 18 billion USD in 2022 and is growing the fastest in the industry – the expected CAGR is approx. 14% by 2030
Source:
giikorea.co.krCBD and cannabinoids: The supplement segment containing CBD (cannabidiol from hemp) and other non-psychoactive cannabinoids. These products are promoted as stress relievers, sleep improvers, pain relievers and inflammation relievers. The global CBD supplement market is still small (several billion USD), mainly due to different legal statuses – in some countries CBD is allowed as a supplement, while in others it is subject to restrictions. Forecasts indicate dynamic growth of this segment, especially in North America and Europe.
Source:
pmrmarketexperts.comOther segments – Other segments also include omega-3 fatty acids (cod liver oil, fish oil), fibers, “beauty” supplements (e.g. collagen, biotin for skin, hair, nails) or specialist products (e.g. for pregnant women – prenatal vitamins, for seniors – geriatric products). These products are often included in broader categories.
In the United States alone, the number of supplements available has increased from about 4 in 1994 to 90 thousand in 2017
Source:
journalofethics.ama-assn.org
2. Market leaders and competition characteristics
2.1 Global leaders and the structure of world competition
The global dietary supplement market is highly fragmented – there is a huge number of manufacturers and brands operating on it, and the market shares are dispersed among hundreds of entities. No single player dominates the entire market globally, although there is a group of the largest companies with an established position. Among the leading global manufacturers of supplements, we can mention, among others:
Amway (Nutrilite): The world's largest direct selling company, known for the Nutrilite brand of vitamins and minerals. For years, it has been at the top of the supplement sales rankings; Amway globally records about $8-9 billion annually, a significant portion of which is the nutritional segment.
Herbalife Nutrition: MLM model specializing in weight management supplements, protein shakes and wellness. Its global sales in 2023 were approximately $5,1 billion. Herbalife is praised as #1 Brand in Active Nutrition & Lifestyle according to Euromonitor, and also a leader in the weight management segment.
Glanbia PLC: An Irish corporation that is a global leader in sports nutrition – owner of brands such as Optimum Nutrition (known for its Gold Standard Whey protein) and BSN.
Bayer AG: A global pharmaceutical company whose Consumer Health division offers well-known supplements including: One-A-Day (multivitamin popular in the USA) and berocca (B-complex energy supplement). Bayer increased its presence in the industry after acquiring Merck Consumer Care in 2014.
Haleon (formerly GSK Consumer Healthcare): The company was created from the separation of the consumer segment of GSK and Pfizer in 2022. Its portfolio includes one of the most globally recognizable multivitamin brands – Centrum – and mineral supplements, e.g. Caltrates i osteocare.
Nestlé Health Science: A division of the Nestlé concern that aggressively invests in acquisitions of supplement companies, acquiring, among others, the Canadian company Atrium Innovations (brands Garden of Life i Pure Encapsulations) and part of the American group Bountiful (brands Solgar i Nature's bounty).
Abbott Laboratories / AbbVie: An American company known for its food products (e.g. Ensure for seniors, Pedialytes for children) and specialized nutrients.
Other important players: There are also companies on the market such as Reckitt (owner of the brand Schiff Nutrition), Church & Dwight (Vitafusion – the leader of vitamin gummies in the USA), Pharmavite (Nature made – one of the top in the USA), Otsuka (Japan), Blackmores (leader in supplements in Australia), Arkopharma (specialist in herbal supplements) and companies supplying raw materials (DSM, BASF).
Despite the existence of large corporations, the market share of the top 10 companies is relatively small – for example, in the USA there are approx. 1 producers supplements, and there are tens of thousands of products globally. The industry is therefore characterized by strong competition and low concentration. In recent years, mergers and acquisitions (M&A) have also been observed, when larger players take over smaller, innovative companies.
3. Main distribution channels for supplements
3.1 Distribution channels around the world
Offline (brick-and-mortar) sales still account for the majority of global supplement sales – in 2023, approx. 80% of sales value generated by traditional channels. Offline includes pharmacies, drugstores, supermarkets, specialist stores (e.g. GNC, Vitamin Shoppe) and gyms and sports shops.
Direct Selling (MLM) is a channel characteristic of the industry - companies such as Amway, Herbalife and Forever Living operate through networks of distributors, although the importance of MLM is gradually decreasing in favor of e-commerce. Globally, the share of online sales is estimated at about 15-20% in 2023, and the model DTC (direct-to-consumer) is gaining popularity thanks to direct sales through its own online stores and subscriptions.
3.2. Specific nature of distribution in Poland
In Poland, the main distribution channel for supplements is traditionally pharmacies – both stationary and online. Due to trust in pharmacists and the perception of supplements as products similar to medicines, pharmacies used to account for 70–80% of sales. Currently, however, the importance of online sales is growing – in 2023, more than 23% of the value of the Polish market supplements arrive via e-commerce. In addition to pharmacies, supplements are available in drugstores, supermarkets, specialist stores and in the MLM model.
4. Analysis of the costs of producing dietary supplements
Bringing a supplement to market involves a range of costs at different stages – from research and development (R&D), through purchasing raw materials, production, packaging, to marketing and distribution. The cost structure in the supplement industry differs from the pharmaceutical industry – a smaller portion of the budget goes to research and a larger portion to marketing and sales.
Research and Development (R&D)
It includes work on the product formula, selection of ingredients, stability testing and development of production technology. R&D expenditures usually constitute only a few percent of revenues, which is a much lower share than in the pharmaceutical industry.
Source:
journalofethics.ama-assn.orgRaw materials and active ingredients
Purchase of active ingredients (vitamins, extracts, minerals, probiotics) and excipients (carriers, gelatin, sweeteners). The share of raw material costs can be very diverse - for simple synthetic vitamins it is low, while for advanced extracts or probiotics it can be about 20-30% of production costs. There is also a growing trend of using patented, branded ingredients, which, although more expensive, provide a marketing advantage.
Source:
smpnutra.comProduction and quality control
The production process includes mixing ingredients, encapsulating or tabletting, bottling, and quality control (laboratory purity tests, analysis of ingredient content) in accordance with GMP principles. Many companies use contract mills, which allows them to spread costs over a large scale of production.
Packaging and wrapping
The supplement must be packaged – most often in a bottle (glass or plastic), blisters or cartons. Packaging costs can be around 10-15% of the product price, and in premium products this share can be higher, especially if extensive packaging is used.
Marketing and sales
The largest share of costs supplement production falls on marketing and distribution – advertising campaigns, promotions, sales support and margins for intermediaries (pharmacies, stores). Various sources indicate that these expenses can absorb as much as 40–60% of the retail price.
Source:
creativethirst.com
In summary, although the cost of producing the supplement itself (raw materials, R&D, production) is not very high, the huge marketing and distribution costs significantly increase the final price. The average gross margin in the supplement industry in the US is about 38%.
5. Major consumer trends in the industry
Personalization of supplementation
Consumers increasingly expect products tailored to individual needs – based on surveys, blood test results or DNA tests. The personalization trend allows for the creation of unique supplement packages that meet the specific requirements of the user.
Source:
grandviewresearch.comClean label, naturalness and transparency
The clean label trend involves using simple, natural ingredients without artificial additives, dyes, or preservatives. Consumers are reading labels and choosing products wisely. organicOrganic, vegan, non-GMO, and gluten-free. Transparency also means providing quality certificates and information about the origin of ingredients.
New dosage forms and ease of use
The popularity of alternative forms of supplements is growing – jellies, shots, powders in sachets, oral sprays and even chewable forms, which make it easier to take supplements and improve the absorption of ingredients.
Source:
pbintegratori.comBetter bioavailability and effectiveness (“smart supplements”)
There is an increasing emphasis on making supplement ingredients more easily absorbed by the body – liposomal technologies, mineral chelation, and absorption-enhancing additives (e.g. piperine) are used. These products are advertised as more effective, which is supposed to translate into better health outcomes.
Source:
mynaturalorigins.comStacking and a holistic approach to health
More and more consumers decide to use several supplements simultaneously (so-called "stacks") to achieve synergy. Comprehensive supplementation programs (e.g. detox pack, energy + immunity) and a holistic approach that combines supplementation with proper diet, physical activity and psychological care are also growing.
6. Legal regulations and marketing authorization of supplements (EU/PL, USA, Asia)
6.1 European Union and Poland
In the European Union, dietary supplements are treated as special purpose foodThe key legal act is Directive 2002/46/EC, which establishes, among other things, permissible vitamins, minerals and their chemical forms. The EU also establishes labelling requirements, such as mandatory information on the daily portion, % of the reference intake (RWS) and the warning "do not exceed the recommended portion". In Poland, supplements are regulated by the Food and Nutrition Safety Act and the regulations of the Minister of Health. The manufacturer or importer must report the product in the GIS system before placing it on the market - this is a notification process, not a registration process.
6.2 United States
In the US, dietary supplements are defined by the DSHEA Act of 1994. The FDA does not conduct pre-market approval for supplements – products are placed on the market under the responsibility of the manufacturer. Adherence to cGMP standards is required, and the label must include a “Supplement Facts” panel along with a warning that the product has not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease.
6.3 Selected regulations in Asia (China, Japan)
In China, supplements (often referred to as “health foods”) are highly regulated. Traditionally, each product required a “Blue Hat” certification from the CFDA (now SAMR), but since 2016, a dual system has been introduced: registration or notification. Products with other ingredients or new functions still require full registration.
In Japan, there is a FOSHU (Foods for Specified Health Uses) system – certification for products with confirmed health effects, and since 2015 a lighter FFC (Foods with Function Claims) system has also been introduced, which is based on notification with scientific evidence.
Other Asian countries (e.g. India, Indonesia, Malaysia, Australia) have their own regulations, usually inspired by US or EU models, often requiring product registration and certifications (e.g. Halal certification in Malaysia).
7. Market development prospects until 2030
Forecasts from various research companies indicate that the global dietary supplements market may reach $300-400 billion around 2030. For example, Grand View Research forecasts a market value of approx. 327 billion USD (CAGR ~9,1% 2024–2030).
The main drivers of growth are growing health awareness, aging societies, the need to support immunity, and expansion in emerging markets (especially in the Asia-Pacific region). In the US and Europe, the growth rate may be lower (a few percent per year) due to high market penetration, but new niches are still emerging, e.g. mental health supplements or nootropics.
Technological innovation and personalization
The development of nutrigenomics, the use of AI and Big Data in formula design, and the dynamic personalization of supplements (based on DNA analysis, microbiome, and wearable data) can completely revolutionize the market.
Source:
grandviewresearch.comThe impact of biotechnology and new sources of ingredients
Fermentation methods, cell culture and genetic engineering can enable the production of new, bioactive ingredients – including probiotics with improved properties, extracts from rare plants, and substances obtained from algae or medicinal fungi.
New dosage forms and administration technology
In addition to traditional tablets, supplements in the form of jellies, shots, powders, oral sprays, and even transdermal patches or nanotechnology ingredient delivery systems are becoming increasingly popular.
Integration with healthcare
Supplements can become part of healthcare systems – electronic patient records, telehealth or programs combining dietary recommendations with supplementation can increase trust and effectiveness of therapy.
Legislative changes and global standardization
Changes to regulations are possible in the EU, the US and Asian countries – introducing uniform limits for ingredients, shortening the list of permitted additives or tightening advertising supervision. Additionally, global certification initiatives and reporting of side effects can contribute to increased market transparency.
New Markets and Demographic Segments
The supplement market may also develop in smaller segments – there is growing interest in supplements for men, children, seniors (e.g. geriatric products) and supplements for pets.
In summary, the dietary supplement market will grow and mature, becoming more technologically advanced, more diverse in terms of products, but also more regulated. Supplementation can become an everyday part of health care, combining diet, physical activity, and health care.
6. Legal regulations and marketing authorization of supplements (EU/PL, USA, Asia)
6.1 European Union and Poland
In the European Union, dietary supplements are treated as special purpose foodThe key legal act is Directive 2002/46/EC European Parliament, which specifies the permitted vitamins, minerals and their chemical forms used in supplements. The EU has also established labelling requirements – the label must include, among other things, information on the daily portion, % of the reference intake (RWS) and the warning “do not exceed the recommended portion”. In Poland, supplements are regulated by the Food and Nutrition Safety Act and the regulations of the Minister of Health. The manufacturer or importer must report the product in the GIS system before placing it on the market – this is a notification process (if GIS does not respond within 30 days, the product can be sold), which makes it easier to enter the market, but imposes responsibility for safety.
6.2 United States
In the US, dietary supplements are defined based on the DSHEA Act of 1994. The FDA does not conduct pre-market approval of supplements - products are introduced to the market under the responsibility of the manufacturer. It is mandatory to comply with cGMP standards and to place a "Supplement Facts" panel on the label with a mandatory warning ("This statement has not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease.") Additionally, manufacturers can use structure-function claims, but cannot claim that the product cures or prevents diseases.
6.3 Regulations in Asia (China, Japan)
In China, supplements, often referred to as “health foods,” are strictly regulated. Each product used to require a “Blue Hat” certification from the CFDA (now SAMR), but since 2016, a dual system has been introduced—either registration or notification. Products with unusual ingredients or new functions still require full registration, and supplement ads must be approved by the authorities.
In Japan, there is a system called FOSHU (Foods for Specified Health Uses) – certification for products with confirmed health effects. In 2015, the FFC (Foods with Function Claims) system was also introduced, which allows manufacturers to notify health claims based on provided scientific evidence.
Other Asian countries (e.g. India, Indonesia, Malaysia, Australia) have regulations inspired by US or EU models, with additional requirements (e.g. Halal certification in Malaysia).
7. Market development prospects until 2030
Forecasts from various research companies indicate that the global dietary supplements market may reach $300-400 billion around 2030. For example, Grand View Research forecasts a value of approx. 327 billion USD (CAGR ~9,1% 2024–2030).
The main growth drivers are: growing health awareness, ageing societies, striving to improve immunity and health (a trend supported by the experience of the pandemic) and expansion in emerging markets, especially in the Asia-Pacific region, where countries such as China, India and Indonesia are showing dynamic growth.
Innovation and personalization
The development of nutrigenomics, the use of AI and Big Data to design personalized supplement formulas, dynamic personalization (based on DNA analysis, wearable data or metabolic research results) can completely change the way products are developed and distributed.
Source:
grandviewresearch.comThe impact of biotechnology and new sources of ingredients
Biotechnology will enable the acquisition of new, bioactive ingredients – including through fermentation, cell culture or genetic engineering. This may also include designing probiotics with improved properties or obtaining ingredients from algae and medical fungi.
New dosage forms and administration technology
In addition to traditional tablets and capsules, supplements in the form of jellies, shots, powders, oral sprays, and even transdermal systems (patches) as well as nanotechnological carriers improving the stability and bioavailability of ingredients will be developed.
Integration with healthcare
Increasingly, supplements can be integrated into healthcare systems – electronic patient records, telehealth, and even prescribing supplements as a preventive measure can enhance their role in comprehensive healthcare.
Legislative changes and standardization
Further regulatory changes are possible – both in the EU, the US and in Asian countries – regarding ingredient limits, lists of permitted additives, advertising supervision and global certification initiatives. Such changes could increase transparency and safety in the market.
New Markets and Demographic Segments
The supplement market may also develop in previously less exploited segments – there is growing interest in products for men (e.g. testosterone, energy), for children (e.g. probiotics, cod liver oil) and for seniors (geriatric supplements). The segment of supplements for pets, which is developing dynamically, cannot be ignored either.
In summary, the dietary supplement market will continue to grow and mature, becoming more technologically advanced, more diverse in terms of products, and more regulated. Supplementation may become an everyday part of health care, complementing diet, physical activity, and healthcare.
Sources and Summary
The above analysis is based on data from market reports (PMR, Grand View Research, Statista), industry publications and official information from regulators. Key figures and forecasts have been quoted from current reports (from 2022-2024) to ensure reliability.
Sources cited:
【2】 Grand View Research – Dietary Supplements Market Size, Share & Trends Analysis Report 2024-2030 (global data, trends)
【4】 PMR – Dietary supplements under the influence of new trends (article, PL market value 2022, consumer behavior)
【6】 PMR – Dietary supplements under the influence of new trends (continued, PL trends: superfoods, CBD, company sentiment)
【12】 GlobeNewswire/ResearchAndMarkets – Global Dietary Supplements Market Analysis Report 2024 (global value 2030, CAGR)
【14】 GlobeNewswire/ResearchAndMarkets – Dietary Supplements Market Report Highlights (Global segmentation: vitamin shares, channels, APAC region)
【15】 Grand View Research – Vitamin Supplements Market Size & Trends 2023-2030 (vitamin market globally)
【16】 Grand View Research – Probiotics Dietary Supplements Market (value and CAGR globally for probiotics)
【22】 Politics – Great business on paralells (article 2014, Aflofarm leader on the Polish market)
【26】 ZawódTrener.pl according to KRS – data on the number of entities in the supplements industry in Poland
【19】 The Republic – Dietary supplements reach new record (2021, number of new products, value PLN 6 billion)
【33】 PMR – Poles are buying more and more dietary supplements (2024, PL sales channels, e-commerce 23%)
【44】 SMP Nutra – The True Cost of Manufacturing Supplements (industry analysis, global trends, branded ingredient costs)
【53】 CreativeThirst – Is a Supplement Business Profitable? (US market data, 77% of Americans use supplements, major marketing costs)
【47】 AMA Journal of Ethics – Features of Dietary Supplement Industry… (US regulations, number of products, value $200 billion 2025)
【57】 MyNaturalOrigins – Food supplements of tomorrow: Innovations and new tech (innovation trends, 30% share of vitamins 2023, liposomal formulas)
【61】 CIRS Group – China Health Food Registration and Filing (China's regulatory system 2016: registration vs notification)
【62】 NutraIngredients-Asia – Japan's functional food regulations FFC (FFC vs FOSHU system)
