$72.88 billion and what powders reveal about supplement growth

$72.88 billion is the number that matters. U.S. dietary supplement sales reached that total in 2025 on 5.5 percent growth, according to Nutrition Business Journal data reported at Natural Products Expo West in March 2026. Fitness and energy moved past general health to lead by use.

Gummies led all delivery formats, with powders close behind and liquids in third. Powders grew fastest over the year, followed by liquids and chewables. The shift favors forms that fit into a morning glass or a bag pocket.

Sports nutrition grew 8 percent and specialty ingredients grew 7.1 percent. Herbs and botanicals grew 5.8 percent, reaching 19.2 percent of the market. Meal replacements grew 5.7 percent. Vitamins held the largest share at 26.7 percent but showed modest growth, alongside minerals.

That mix shows where new roots are forming. Protein, creatine and hydration are moving beyond athletes. A June 30, 2026 midyear update says creatine is gaining traction with women, active aging consumers and lifestyle wellness audiences. Healthy aging grew 14.3 percent, while gut health grew 6.5 percent.

Mushroom coffee tells a similar story of field meeting pantry. The global market is valued at 3.41 billion dollars in 2026 and projected to reach 5.56 billion dollars by 2035. North America held 29 percent revenue share in 2026. Powder held 64 percent share, while supermarkets and hypermarkets held 47 percent distribution share.

Electrolyte gummies point to convenience with a tradeoff. The global market is predicted to increase from 1.94 billion dollars in 2026 to about 5.25 billion dollars by 2035. Online stores held the largest distribution share in 2025. Higher production costs lift retail prices, alongside strict country rules on gummies as dietary supplements.

How people buy is changing as quickly as what they buy. The mass market held 27.1 percent share, followed by natural and specialty at 25.4 percent and e-commerce at 24.3 percent. E-commerce grew fastest in 2025 and is projected to lead by 2028.

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

Trust is also shifting ground. A 2026 NBJ consumer survey found 71 percent viewed supplements as essential or important to everyday health. Healthcare practitioners as an important information source rose to 55 percent, compared with just 23 percent in 2024. Erika Craft, market research analyst at NBJ, said, “Healthcare practitioners have really become a big source of product discovery that people are leaning on now.”

Watch whether e-commerce keeps its lead run toward 2028, and whether practitioner guidance continues to shape which botanicals make it into the daily routine.