The US supplement market: Who’s buying what?

With the US dietary supplement market projected to surpass $60 billion by 2025, consumer interest in health products shows no sign of slowing down. As more Americans look to vitamins, minerals, and other dietary aids to support their health, the question remains: How do different generations approach supplement consumption?

Using YouGov Profiles data, we explore the supplement habits of Gen Z, Millennials, Gen X, and Baby Boomers - from the types of supplements they purchase to what drives their buying decisions.

What types of supplements are people buying?

Vitamins are the most commonly purchased supplements across all generations, but the likelihood of purchasing them increases with age. Nearly half of Gen Z consumers (48%) report buying vitamins such as Vitamin C, compared to 64% of Baby Boomers. Millennials (56%) and Gen X (58%) fall in between, reflecting a steady increase in vitamin consumption with age.

Dietary minerals, including calcium and potassium, show a similar trend. Only 20% of Gen Z purchase these minerals, while 34% of Baby Boomers include them in their supplement routines.

In contrast, interest in proteins and amino acids — such as whey protein commonly used for fitness and bodybuilding — peaks among younger generations. About 24% of Gen Z and 22% of Millennials purchase these products, with interest declining significantly among older cohorts.

Essential fatty acids like fish oil show more consistent purchase rates across age groups, ranging from 14% of Gen Z to 18% of Baby Boomers. Natural supplements, often derived from plant or fungal sources, are most popular with Millennials (21%) but less so among Baby Boomers (13%).

Probiotic supplements, containing live bacteria to support gut health, are more commonly purchased by Millennials (23%) and Gen X (22%) than by Gen Z (14%) or Baby Boomers (21%).

Despite the growing market, a notable portion of consumers across all age groups report not purchasing any dietary supplements in the past six months. This is most pronounced among Gen Z, where 31% have abstained from supplement purchases, compared to 24% of Baby Boomers.

What influences supplement purchases?

Price and value are the dominant factors influencing supplement purchases across generations. Price considerations affect 34% of Gen Z buyers, with influence increasing steadily among older consumers, reaching 48% among Baby Boomers. Similarly, value for money is important to 36% of Gen Z and 46% of Baby Boomers, indicating a generational shift toward more cost-conscious purchasing as consumers age.

Brand recognition holds steady across age groups, influencing around 25% of each generation. Doctor recommendations also play a key role, across generations.

Personal recommendations from friends, family, or colleagues have a stronger impact on younger generations. About 26% of Gen Z and 22% of Millennials report being influenced by their social circles, compared to 17% of Gen X and just 12% of Baby Boomers.

Nutritional content is a consistent factor across all generations, influencing between a quarter and a third of buyers. However, past experience with a product plays a larger role for older consumers. While 39% of Baby Boomers say they continue to buy supplements they’ve used successfully in the past, 30% of Gen Z cite this as a reason for purchase.

Advertising has a limited impact overall, particularly among older generations. Only 3% of Baby Boomers report being influenced by TV advertisements, and just 2% by online ads. Younger generations show slightly more responsiveness, with 12% of Gen Z influenced by TV ads and 10% by online promotions. Social media influencers and blogs sway 12% of Gen Z consumers, but this drops sharply among older groups, influencing just 1% of Baby Boomers.

How do purchasing habits differ across generations?

Most consumers tend to approach supplement purchases with more flexibility, buying products on an as-needed basis. Nearly half of Gen Z (49%) and more than half of Millennials (53%) buy supplements when required, 58% of Gen X and 57% of Baby Boomers.

Maintaining a small supply of supplements at home is equally common among Gen Z and Millennials (29% each), while slightly less prevalent among Gen X (23%) and Baby Boomers (22%). A smaller segment across all age groups prefers to keep a well-stocked supplement cabinet, with the highest rate among Baby Boomers at 15%.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.  

Image: Getty Images