驱动增长：重塑营养补充剂行业的消费趋势与并购主题

Fueling Growth CONSUMER AND M&A THEMESRESHAPING NUTRITIONAL SUPPLEMENTS Fueling Growth CONSUMER AND M&A THEMES RESHAPING NUTRITIONAL SUPPLEMENTS The U.S. nutritional supplements market is a large and attractive spacevalued at$69 billion in 2024 and projected to grow to nearly $87 billionby 2028, representing a healthy annual CAGR of over 5% annually.1The market is highly investable as it is supported by durable consumerhealth priorities and ongoing product innovation. Growth is being propelledby structural shifts in health and wellness behaviors ranging from therapid adoption of GLP-1 medications, to rising focus on mental health andcognition, to increased engagement in strength training and healthy aging.At the same time, digital platforms are transforming how consumers discoverand purchase supplements while experiential, non-pill formats are redefininghow they consume them. Together, these dynamics are creating sustainedmomentum and compelling opportunities for investors and brands tocapture long-term value. Table of Contents Ten Trends Powering Growth inNutritional Supplements 1GLP-1 Use Creating New Supplement Needs AMAZON GROWTH CONTINUES TO OUTPACETHE BROADER MARKET The adoption of GLP-1 medications for weightmanagement is fundamentally reshaping the supplementlandscape. Usage is rising rapidly and broadening across theU.S. adult population, creating a growing consumer segmentwith unique nutritional needs. While highly effective for weightloss, GLP-1 therapies can also be associated with nutrientdeficiencies, muscle loss and digestive side effects. This dynamicis driving strong demand for companion supplements thatsupport balanced nutrition, preserve lean muscle and addressgastrointestinal health. U.S. Total Nutritional Supplement** Sales GrowthBy Channel (TTM vs. Year Ago) Retailers and brands have moved decisively by introducingtargeted products and services to meet the fast-growingneeds of GLP-1 users. In 2025, The Vitamin Shoppe launchedGLP-1 support products through its Whole Health Rx platform,positioning them as “an easy-to-understand, one-stop solutionfor consumers seeking a balanced and holistic approach toweight loss and nutrient supplementation,” said Muriel Gonzalez,President of The Vitamin Shoppe.2One example of an up-and-coming brand catering to GLP-1 users is SuperGut. SuperGut,a brand focused on gut health, offers a GLP-1 Daily Supportline with products that deliver the brand’s signature premiumprebiotic blend and help support appetite control and healthyblood sugar levels. SuperGut’s products can support peopleexperiencing digestive issues while taking GLP-1 drugs or cansupport people weaning off GLP-1s by helping to keep cravings,blood sugar and appetite under control.2 This scale and efficiency have established Amazon as aleading channel for supplement purchases, particularlyfor convenience-driven consumers. TikTok Shop, meanwhile, has emerged as a powerful platformfor brand discovery and trial, especially among youngerdemographics.Nearly 80% of TikTok Shop’s U.S. sales are tiedto health and beauty products;3supplements are helping drivethat share and are a natural fit for the platform. MaryRuth’s CRO,Jay Hunter, captured this shift, noting, “Social commerce isn’t thefuture. It’s right now.”MaryRuth’s already generates over $70million on TikTokShop.4 Amazon and TikTok Driving GrowthDigital commerce is reshaping how consumersdiscover and purchase supplements, with Amazonand TikTok at the forefront of this shift. The supplement category*captures~$20 billion of sales on Amazonand continues todeliver outsized category growth,increasing roughly 21%YoY compared to about 6% in measured retail. For investors, these digital platforms represent more than justsales channels – they are engines of consumer engagement,rapid trial and accelerated growth. As Amazon cements its rolein supplement purchasing and TikTok accelerates discovery andtrial, companies with strong digital-first capabilities and socialcommerce strategies are positioned to capture outsized growth. *Amazon sales are based on Stackline data and include Energy Supplements, Amino Acids, Weight Gain & LossSupplements, Minerals, Herbal Supplements, Vitamins, Supplements, Workout Supplements, and Protein; Measuredretail sales are based on SPINS data and include Vitamins & Minerals, Superfood & Whole Food Supplements, Probiotics& Digestive Aids, Other Supplements, Homeopathic Medicines, Essential Fatty Acids, Condition Specific SupplementFormulas, Performance Nutrition, and Protein Supplements and Meal Replacements. Amazon sales based on TTMending Q3 2025 vs. YA; SPINS data based on LTM ending on 10/5/25 vs. PY. **Source:SPINS, Stackline. 4Providing Specialized Offeringsfor Women’s Health Women’s health remains one of the most underservedareas of consumer health, representing a large and growingopportunity for supplement brands. An estimated73% ofwomen do not treat their menopause symptoms, 80%experience hormonal imba