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Online Vitamin & Supplement Sales in the US - Market Research Report (2013-2028)

Brigette Thomas Brigette Thomas New York, United States Last Updated: September 2023 NAICS OD5091

Revenue

$23.8bn

2023

$23.8bn

Past 5-Year Growth

Profit

$X.Xbn

Employees

60,177

Businesses

4,531

Wages

$X.Xbn

Online Vitamin & Supplement Sales in the US industry analysis

Online vitamin and supplement sales experienced strong growth over the past five years, benefiting from increased e-commerce activity and rising health consciousness. An aging population also helped boost sales, as older consumers tend to spend more on vitamins and supplements than younger demographics. The coronavirus resulted in sales of immune system-supporting vitamins and supplements surging, as consumers sought to increase immune response amid the spread of the coronavirus. However, even non-immune-related products increased in popularity, as consumers became increasingly health-conscious in general. Revenue is expected to increase at a CAGR of 10.7% to $23.8 billion over the past five years, including expected growth of 4.8% in 2023 alone.

Trends and Insights

  • The coronavirus boosted sales of immune system supplements. As consumers became increasingly concerned about contracting coronavirus, sales of immune-system boosting supplements boomed, resulting in unprecedented revenue growth.
  • Vitamins and minerals remain the largest product segment. There are many types of vitamins and minerals, and the products have been around long enough that many consumers have accepted them and use them daily.
  • California is home to the most online vitamin and supplement sellers. The state’s mix of densely populated metropolitan areas and more rural space is ideal for sellers who want to be close to their customers.
  • New online vitamin and supplement shops open regularly, increasing already high competition. Sellers must find a way to attract a loyal customer base to remain viable.
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Everything you need in one report

  • Reliable market estimates from 2013-2028
  • Competitive analysis, industry segmentation, financial benchmarks
  • Powerful SWOT, Porter’s Five Forces and risk management frameworks
  • Online membership platform with PDF, Word, Excel and PPT exports

Industry Overview

Market size and recent performance (2013-2028)

Industry revenue has grown at a CAGR of 10.7 % over the past five years, to reach an estimated $23.8bn in 2023.

Trends and Insights

The coronavirus spurred greater sales of immune support products

  • Sales of immune system support products tends to increase in winter months when risk of contagious diseases like colds and the flu rises. During the pandemic, consumers became increasingly concerned regarding immune response, resulting in heightened sales of such products.
  • Additional trends and insights available with purchase

Industry outlook (2024-2029)

Market size is projected to grow over the next five years.

Trends and Insights

Personalized treatments will grow in popularity

  • Over the next five years, the rise of personalized vitamins and supplements will continue.

Biggest companies in the Online Vitamin & Supplement Sales in the US

Company
Market Share (%)
2023
Revenue ($m)
2023
Profit ($m)
2023
Profit Margin (%)
2023
Amazon.Com, Inc.
7,722.4
412.2
5.3
Gnc Holdings, Inc.
272.3
1.7
0.6

To view the market share and analysis for all 2 top companies in this industry, view purchase options.

Products & Services Segmentation

Online Vitamin & Supplement Sales in the US

Products & Services

Industry revenue is measured across several distinct product and services lines, including Vitamins and minerals, Specialty dietary supplements and Herbal supplements. Vitamins and minerals is the largest segment of the Online Vitamin & Supplement Sales in the US.

Trends and Insights

Vitamin and minerals are sellers' bread and butter

  • Vitamins and minerals include individual vitamins, like vitamin A or vitamin C, along with multivitamins and individual minerals, like zinc and potassium. Products may come in a variety of forms, including tablets, powders or liquids, among others.
  • More insights available in the full report

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Competitors

  • Pharmacies & Drug Stores in the US
  • Health Stores in the US

Complementors

  • E-Commerce & Online Auctions in the US
  • Mail Order in the US

International industries

  • Global Pharmaceuticals & Medicine Manufacturing
  • Brand-Name Pharmaceutical Manufacturing in Canada
  • Online Vitamin and Supplement Sales in Australia

View all industries in United States

Table of Contents

About this industry

Industry definition

This industry encompasses the retail sale of dietary supplements, including vitamins, minerals, herbs and sports nutrition products, through the internet.

What's included in this industry?

Vitamins and mineralsSpecialty dietary supplements Herbal supplementsSports nutrition products

Companies

Amazon.Com, Inc.Gnc Holdings, Inc.

Purchase this report to view all 2 major companies in this industry.

Related Terms

THIRD-PARTY VENDORBABY BOOMERNUTRITIONAL SUPPLEMENTS

Industry Code

NAICS 2017

NAICS 45411 - Online Vitamin & Supplement Sales in the US

Performance

Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.

Analyst insights

The coronavirus boosted sales of immune system supplements. As consumers became increasingly concerned about contracting coronavirus, sales of immune-system boosting suppleme...

In this chapter (4)

  • Current Performance
  • Outlook
  • Volatility
  • Life Cycle

Key metrics

  • Annual Revenue, Recent Growth, Forecast, Revenue Volatility
  • Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
  • Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
  • Total Profit, Profit Margin, Profit per Business

Charts

  • Revenue, including historical (2013-2022) and forecast (2023-2028)
  • Employees, including historical (2013-2022) and forecast (2023-2028)
  • Businesses, including historical (2013-2022) and forecast (2023-2028)
  • Profit, including historical (2013-2023)
  • Industry Volatility vs. Revenue Growth
  • Industry Life Cycle

Detailed analysis

  • Trends in supply, demand and current events that are driving current industry performance
  • Expected trends, economic factors and ongoing events that drive the industry's outlook
  • Key success factors for businesses to overcome volatility
  • How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.

Products and Markets

Learn about an industry's products and services, markets and trends in international trade.

Analyst insight

Vitamins and minerals remain the largest product segment. There are many types of vitamins and minerals, and the products have been around long enough that many consumers hav...

In this chapter

  • Products & Services
  • Major Markets

Key metrics

  • Largest market segment and value in 2023
  • Product innovation level

Charts

  • Products & services segmentation in 2023
  • Major market segmentation in 2023

Detailed analysis

  • Trends impacting the recent performance of the industry's various segments
  • Innovations in the industry's product or service offering, specialization or delivery method
  • Key factors that successful businesses consider in their offerings
  • Buying segments and key trends influencing demand for industry products and services

Geographic Breakdown

Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.

Analyst insights

California is home to the most online vitamin and supplement sellers. The state’s mix of densely populated metropolitan areas and more rural space is ideal for sellers who wa...

In this chapter (1)

  • Business Locations

Charts

  • Share of revenue, establishment, wages and employment in each state
  • Share of population compared to establishments in each region in 2023

Tables

  • Number and share of establishments in each state in 2023
  • Number and share of revenue each state accounts for in 2023
  • Number and share of wages each state accounts for in 2023
  • Number and share of employees in each state in 2023

Detailed analysis

  • Geographic spread of the industry across North America, and trends associated with changes in the business landscape
  • Key success factors for businesses to use location to their advantage

Competitive Forces

Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.

Analyst insights

New online vitamin and supplement shops open regularly, increasing already high competition. Sellers must find a way to attract a loyal customer base to remain viable.

In this chapter (4)

  • Concentration
  • Barriers to Entry
  • Substitutes
  • Buyer & Supplier Analysis

Key metrics

  • Industry concentration level
  • Industry competition level and trend
  • Barriers to entry level and trend
  • Substitutes level and trend
  • Buyer power level and trend
  • Supplier power level and trend

Charts

  • Market share concentration among the top 4 suppliers from 2018-2023
  • Supply chain including upstream supplying industries and downstream buying industries, flow chart

Detailed analysis

  • Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
  • Key success factors for businesses to manage the competitive environment of the industry.
  • Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
  • Key success factors for potential entrants to overcome barriers to entry.
  • Competitive threats from potential substitutes for the industry’s own products and services.
  • Key success factors for how successful businesses can compete with substitutes.
  • Advantages that buyers have to keep favorable purchasing conditions.
  • Advantages that suppliers have to maintain favorable selling conditions.
  • Key success factors for how businesses can navigate buyer and supplier power.

Companies

Learn about the performance of the top companies in the industry.

Analyst insights

GNC Holdings Inc. (GNC) is the largest brick-and-mortar retailer of vitamins and supplements. However, due to the fractured nature of the e-commerce space, GNC accounts for a...

In this chapter

  • Market Share Concentration
  • Companies
  • Company Spotlights

Charts

  • Industry market share by company in 2019 through 2023
  • Major companies in the industry, including market share, revenue, profit and profit margin in 2023
  • Overview of Amazon.Com, Inc.'s performance by revenue, market share and profit margin from 2017 through 2023
  • Overview of Gnc Holdings, Inc.'s performance by revenue, market share and profit margin from 2017 through 2023

Detailed analysis

  • Description and key data for Amazon.Com, Inc., and factors influencing its performance in the industry
  • Description and key data for Gnc Holdings, Inc., and factors influencing its performance in the industry

External Environment

Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.   

Analyst insights

Few public forms of assistance exist for online vitamin and supplement shops. Such businesses are supported by a slew of industry and industry-adjacent associations.

In this chapter

  • External Drivers
  • Regulation & Policy
  • Assistance

Key metrics

  • Regulation & policy level and trend
  • Assistance level and trend

Charts

  • Regulation & Policy historical data and forecast (2013-2028) 
  • Assistance historical data and forecast (2013-2028) 

Detailed analysis

  • Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
  • Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
  • Key governmental and non-governmental groups or policies that may provide some relief for industry operators.

Financial Benchmarks

View average costs for industry operators and compare financial data against an industry's financial benchmarks over time. 

Analyst insights

Profit is higher than brick-and-mortar competitors. Profit increased over the past five years due to rising spending on health products and declining operational costs.

In this chapter

  • Cost Structure
  • Financial Ratios
  • Key Ratios

Key metrics

  • Profit margin, and how it compares to the sector-wide margin
  • Average wages, and how it compares to the sector-wide average wage
  • Largest cost component as a percentage of revenue
  • Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio

Charts

  • Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
  • Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
  • Investment vs. share of economy

Data tables

  • Industry Multiples (2016-2021)
  • Industry Tax Structure (2016-2021)
  • Income Statement (2016-2021)
  • Balance Sheet (2016-2021)
  • Liquidity Ratios (2016-2021)
  • Coverage Ratios (2016-2021)
  • Leverage Ratios  (2016-2021)
  • Operating Ratios (2016-2021)
  • Cash Flow & Debt Service Ratios (2013-2028)
  • Revenue per Employee (2013-2028)
  • Revenue per Enterprise (2013-2028)
  • Employees per Establishment (2013-2028)
  • Employees per Enterprise (2013-2028)
  • Average Wage (2013-2028)
  • Wages/Revenue (2013-2028)
  • Establishments per Enterprise (2013-2028)
  • IVA/Revenue (2013-2028)
  • Imports/Demand (2013-2028)
  • Exports/Revenue (2013-2028)

Detailed analysis

  • Trends in the cost component for industry operators and their impact on industry costs and profitability 

Key Statistics

Industry Data

Data Tables

Including values and annual change:

  • Revenue (2013-2028)
  • IVA (2013-2028)
  • Establishments (2013-2028)
  • Enterprises (2013-2028)
  • Employment (2013-2028)
  • Exports (2013-2028)
  • Imports (2013-2028)
  • Wages (2013-2028)

Methodology

How are IBISWorld reports created?

IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.

Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.

IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.

What data sources do IBISWorld analysts use?

Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.

Key data sources in the US include: 

  • US Census Bureau
  • US Bureau of Labor Statistics
  • US International Trade Commission

Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.

These sources include:

  • Industry and trade associations
  • Industry federations or regulators
  • Major industry players annual or quarterly filings

Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.

How does IBISWorld forecast its data?

IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.

IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.

Learn more about our methodology and data sourcing on the Help Center.

Frequently Asked Questions

Unlock comprehensive answers and precise data upon purchase. View purchase options.

What is the market size of the Online Vitamin & Supplement Sales in the US industry in United States in 2024?

The market size of the Online Vitamin & Supplement Sales in the US industry in United States is $23.8bn in 2024.

How many businesses are there in the Online Vitamin & Supplement Sales in the US industry in 2023?

There are 4,531 businesses in the Online Vitamin & Supplement Sales in the US industry in United States, which has grown at a CAGR of 7.6 % between 2018 and 2023.

Has the Online Vitamin & Supplement Sales in the US industry in United States grown or declined over the past 5 years?

The market size of the Online Vitamin & Supplement Sales in the US industry in United States has been growing at a CAGR of 10.7 % between 2018 and 2023.

What is the forecast growth of the Online Vitamin & Supplement Sales in the US industry in United States over the next 5 years?

Over the next five years, the Online Vitamin & Supplement Sales in the US industry in United States is expected to grow.

What are the biggest companies in the Online Vitamin & Supplement Sales in the US market in United States?

The biggest companies operating in the Online Vitamin & Supplement Sales market in United States are Amazon.Com, Inc. and Gnc Holdings, Inc.

What does the Online Vitamin & Supplement Sales in the US in United States include?

Vitamins and minerals and Specialty dietary supplements are part of the Online Vitamin & Supplement Sales in the US industry.

Which companies have the highest market share in the Online Vitamin & Supplement Sales in the US in United States?

The company holding the most market share in United States is Amazon.Com, Inc..

How competitive is the Online Vitamin & Supplement Sales in the US industry in United States?

The level of competition is high and increasing in the Online Vitamin & Supplement Sales in the US industry in United States.