Americans Are Spending More on Supplements, Especially Performance & Recovery

November 21, 2023

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. 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. Athletechnews