How leading supplement brands plan to win market share as the category balloons in size

Thirty years ago, there were around 4,000 supplements for sale on the U.S. market. Today, there are more than 95,000. 

According to the FDA, which oversees the supplement industry as part of the food category, there are currently around 4,000 brands selling into the supplement space, which includes vitamins, minerals, herbs, drink mixes, vitamin gummies, protein powers and anything else that “supplements” one’s diet with nutritional ingredients. 

The supplement category was worth around $57 billion last year, according to Future Market Insights, and it’s projected to reach $239 billion by 2028, according to Research and Markets.

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