Three-quarters of Americans use dietary supplements, according to the Council for Responsible Nutrition (CRN) 2024 Consumer Survey, conducted by Ipsos. For nearly 80% of supplement users, the preference is to take supplements instead of over-the-counter or prescription medications whenever appropriate.

What are shoppers embracing now? CRN shared the results of its survey to help WholeFoods Magazine readers better serve their customers. Key findings:

Reasons for Supplementing

• Americans say overall health and wellness is the most common reason they take dietary supplements.
• People supplement to support  immune health (30%), energy (27%), or skin/hair/nail care (26%).
• Increasingly, consumers list sleep health (22%) and mental health (19%) as reasons to take supplements (compared to 17% and 16% in 2021, respectively).

What’s Selling 

• Sports nutrition usage increased from 36% in 2019 to 45% in 2024. Protein remains the top used sports nutrition supplement, followed by hydration drinks/gels and energy drinks/gels.
• Weight management usage increased from 22% in 2019 to 27% in 2024. Protein remains the most used weight management supplement. Among those who take protein supplements, whey protein (56%) and plant protein (41%) are the most popular.
• Melatonin is the most widely used specialty supplement for a second consecutive year. Probiotics, omega-3s, and fiber followed closely behind the sleep aid.
• Magnesium usage rose from 19% in 2023 to 23% of all supplement users in 2024.
• Prebiotic usage grew to 7% of all supplement users, up from 5% last year.
• Green tea is the most common herbal/botanical supplement used. Usage is particularly high among supplement users ages 18-34 (25%) versus those 35-54 (18%) and 55+ (17%)
• Ginger use (13%) and ashwagandha use (8%) have increased from last year. Ashwagandha is up from 2% in 2020, a four-fold increase in just four years.

Spending Habits, Preferences

• Spending on supplements has remained consistent. The median monthly expenditure of supplement users was $48 in 2023 and $50 in 2024. CRN said this may reflect personal commitments to supplement use despite inflationary pressures. 
  • Supplement users who report purchasing from specialty retailers, natural food stores, and healthcare professionals (HCPs) have the highest reported median spend = $100 for those who purchase from HCPs; $80 for those who buy from natural food stores; $75 for those who shop at specialty vitamin retailers.
• 71% of users express loyalty to their chosen brands—consistent with last year’s findings. 
• 91% of supplement users purchase supplements as needed. 
• 69% of supplement users stress the importance of a personalized regimen when selecting their products. 
• Regular supplement users are more likely to report visiting their doctor regularly and trying to eat a balanced diet.
• 67% of supplement users say they are more confident in using dietary supplements made with branded ingredients. 
• 59% of supplement users say they are willing to pay more for supplements with branded ingredients.

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