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Online Vitamin & Supplement Sales in the US Industry Data and Analysis
In the wake of the COVID-19 pandemic, consumer focus on health and wellness has dramatically reshaped the vitamins and supplements market. Supplement usage has become commonplace, with adult adoption rising from 57.6% in 2018 to 75% by 2024. E-commerce has transformed industry dynamics, as convenience and product variety encourage more consumers to purchase online. This has fueled significant revenue growth, with the industry growing at a CAGR of 1.8% to reach $25.6 billion over the past five years, including expected growth of 3.0% in 2025. The rise of direct-to-consumer (DTC) brands has accelerated the industry’s evolution, emphasizing personalized nutrition, transparency and clean ingredients. Companies like Ritual and Care/of have differentiated themselves by openly sharing ingredient sourcing, prioritizing traceability and using branding that appeals to wellness-focused consumers. As a result, traditional sales through pharmacies and mass retailers have become less central, with many brands adopting omnichannel strategies to connect with shoppers, supporting online sales.
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What's included in this industry analysis
IBISWorld's research coverage on the Online Vitamin & Supplement Sales industry in the United States includes market sizing, forecasting, data and analysis from 2015-2030. The most recent publication was released September 2025.
About this industry
What's this industry report about?
The Online Vitamin & Supplement Sales industry in the United States operates under the NAICS industry code OD5091. Online vitamin sale retailers are e-commerce businesses or platforms specializing in selling vitamins and dietary supplements online. Customers can browse product selections, compare prices, read reviews and make purchases through their websites or mobile apps. These retailers often offer various shipping options and may provide additional services such as subscription plans, auto-delivery, personalized recommendations or customer support for health and nutrition inquiries. Related terms covered in the Online Vitamin & Supplement Sales industry in the United States include third-party vendor and nutritional supplements.
What's included in this industry?
Products and services covered in Online Vitamin & Supplement Sales industry in the United States include Vitamins and minerals, Specialty dietary supplements and Herbal supplements.
What companies are included in this industry?
Companies covered in the Online Vitamin & Supplement Sales industry in the United States include Amazon.Com, Inc. and Gnc Holdings, Inc.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Online Vitamin & Supplement Sales industry in the United States.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Online Vitamin & Supplement Sales industry in the United States.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Online Vitamin & Supplement Sales industry in the United States.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Online Vitamin & Supplement Sales industry in the United States. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Online Vitamin & Supplement Sales industry in the United States. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Online Vitamin & Supplement Sales industry in the United States. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Online Vitamin & Supplement Sales industry in the United States. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Online Vitamin & Supplement Sales industry in the United States.
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Frequently Asked Questions
What is the market size of the Online Vitamin & Supplement Sales industry in the United States in 2026?
The market size of the Online Vitamin & Supplement Sales industry in the United States is $25.6bn in 2026.
How many businesses are there in the Online Vitamin & Supplement Sales industry in the United States in 2025?
There are 4,726 businesses in the Online Vitamin & Supplement Sales industry in the United States, which has grown at a CAGR of 4.2 % between 2020 and 2025.
How may import tariffs affect the Online Vitamin & Supplement Sales industry in the United States?
The Online Vitamin & Supplement Sales industry in the United States is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Online Vitamin & Supplement Sales industry in the United States?
The Online Vitamin & Supplement Sales industry in the United States is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Online Vitamin & Supplement Sales industry in the United States grown or declined over the past 5 years?
The market size of the Online Vitamin & Supplement Sales industry in the United States has been growing at a CAGR of 1.8 % between 2020 and 2025.
What is the forecast growth of the Online Vitamin & Supplement Sales industry in the United States over the next 5 years?
Over the next five years, the Online Vitamin & Supplement Sales industry in the United States is expected to grow.
What are the biggest companies in the Online Vitamin & Supplement Sales industry in the United States?
The biggest companies operating in the Online Vitamin & Supplement Sales industry in the United States are Amazon.Com, Inc. and Gnc Holdings, Inc.
What does the Online Vitamin & Supplement Sales industry in the United States include?
Vitamins and minerals and Specialty dietary supplements are part of the Online Vitamin & Supplement Sales industry in the United States.
Which companies have the highest market share in the Online Vitamin & Supplement Sales industry in the United States?
The company holding the most market share in the Online Vitamin & Supplement Sales industry in the United States is Amazon.Com, Inc..
How competitive is the Online Vitamin & Supplement Sales industry in the United States?
The level of competition is high and increasing in the Online Vitamin & Supplement Sales industry in the United States.
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