South America Dietary Supplement Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

South America Dietary Supplement Market Trends and Insights

Increased Focus on Preventive Healthcare

In South America, a heightened focus on preventive healthcare is reshaping consumer habits in the dietary supplements arena. Instead of waiting for ailments to strike, consumers are now actively seeking out supplements to bolster their health, enhance immunity, and rectify nutritional gaps. This shift is underscored by the surging demand for vitamin C, D, and zinc, with brands such as Garden of Life and Nutrilite broadening their immune-boosting product ranges. The backdrop to this trend is the escalating incidence of chronic diseases: as of 2024, around 16.6 million adults in Brazil grappled with diabetes ^{[2]Source: International Diabetes Federation, “Brazil,” idf.org}, and hypertension affected 20 to 40% of the regional populace, per the Brazilian Journal of Nephrology ^{[3]Source: Brazilian Journal of Nephrology, “Hypertension in Latin America and the Caribbean: an Overview,” scielo.br} . Dietary supplements are increasingly viewed as allies in managing these ailments, aiding in blood glucose regulation, boosting insulin sensitivity, and potentially lowering blood pressure. As a result, there's a noticeable pivot towards formulations emphasizing metabolic health, glycemic control, and heart health, spurring innovation among companies. The omnipresence of over-the-counter supplements in health stores, combined with the rise of online retail, makes it easier than ever for consumers to weave preventive health into their daily routines. This evolution is not just a market trend but a reflection of a broader cultural shift towards self-care and wellness, propelling the dietary supplements market's growth in South America.

Supplements Targeting Women Consumers Fueling Growth

In South America, the dietary supplements market is increasingly shaped by a heightened focus on women's health. Brazil stands out with a pronounced demand for supplements tailored to women's health concerns, spanning fertility, pregnancy, hormonal balance, and beauty trends. Responding to this demand, brands are rolling out specialized products. Notable examples include phytoestrogen supplements aimed at menopausal support and hormonal balance, alongside Nestlé’s 2024 launches: Materna Pre and Materna Nausea, targeting fertility and early pregnancy discomforts. The market is also pivoting towards personalized and convenient formats, with liquid supplements rising in popularity for their ease of consumption and rapid absorption, catering to today's fast-paced lifestyles. Across the continent, companies are innovating with vitamins, minerals, and women-centric formulations, driving robust growth in the dietary supplements sector. This emphasis on women's health is not just influencing product development but also reshaping distribution strategies, underscoring the region's burgeoning wellness culture. For instance, Unilever’s Olly brand has rolled out 'Period Hero', a product tailored for women's hormonal balance. By honing in on women's distinct health needs, these offerings are not only boosting consumer engagement but also amplifying demand across various supplement categories, propelling the overall growth of South America's dietary supplements market.

Growing Preference for Clean-label, Plant-based and Vegan Formulas

In South America, consumers are increasingly gravitating towards clean-label, plant-based, and vegan dietary supplements. They prioritize products that are natural, devoid of artificial additives, and resonate with ethical and environmental values. In response, brands are crafting supplements with minimal processing and transparent labeling, emphasizing the absence of artificial colors, flavors, and preservatives. This approach fosters trust and loyalty among health-conscious consumers. Companies are innovating by integrating plant-based ingredients like herbal extracts, vitamins, minerals, probiotics, and functional botanicals into their formulations. These offerings not only attract vegan and vegetarian consumers but also appeal to those seeking healthier, more natural choices. The rising emphasis on clean-label and plant-based supplements is prompting companies to adapt their product lines to meet shifting consumer preferences, driving significant growth in South America's dietary supplements market. For example, in July 2024, NXT USA, in collaboration with Infinity Pharma Brazil, unveiled 'Digexin' in Brazil, branded as 'Motility'. This new product, launched at the Consulfarma Congress, features tender okra pods and winter cherry root extracts, targeting gut health, stress management, sleep quality, mood enhancement, and energy boost. Highlighting the region's appetite for plant-based digestive solutions. In a parallel move, Argentine startup NutriaLab broadened its AI-driven personalized supplement platform throughout Latin America, delivering clean-label, plant-based vitamins and functional botanicals customized to individual health requirements. Such initiatives highlight the dual impact of the clean-label and plant-based movement.

Healthy-ageing Focus Accelerating Multivitamin Uptake Among Consumers

In South America, a heightened focus on healthy aging is reshaping consumer choices, especially in the dietary supplements arena. Shoppers are now gravitating towards multivitamins that bolster long-term health, cognitive abilities, and general wellness. This trend is underscored by a surge in demand for supplements targeting age-related nutritional deficiencies. Brands are stepping up, crafting formulations tailored to these specific needs. For eamplein September 2024, Bayer unveiled the One A Day Age Factor Cell Defense supplement in Brazil. This product, aimed at bolstering cellular health and countering oxidative stress, resonates deeply with the concerns of the aging populace. Further emphasizing this trend, a 2025 expert consensus study spotlighted the significance of multivitamin and mineral supplements in fostering cognitive health among South America's older adults, highlighting the critical role of micronutrients for this age group. Convenience is also a key player, with consumers leaning towards formats like gummies and softgels, and personalized supplements that align with individual lifestyles, diets, and health needs. This blend of convenience and scientifically validated formulations not only builds trust but also encourages repeat purchases. In essence, the healthy-aging movement is propelling the multivitamin market in South America, pushing brands to innovate and broaden their offerings. By addressing the distinct needs of older consumers, supplement makers are amplifying multivitamin consumption and fueling the overall growth of the region's dietary supplements market.

Presence of Counterfeit Products Hampering Growth

Counterfeit dietary supplements are stifling market growth across South America. These fraudulent products, often laced with subpar or even harmful ingredients, not only jeopardize health but also undermine trust in legitimate brands. A case in point: In 2024, Brazilian authorities intercepted counterfeit Motility (Digexin) capsules, a plant-based digestive aid, being sold online. This incident underscores that even trusted herbal and functional supplements aren't immune to counterfeiting. The rampant spread of these fakes poses a dual threat: endangering public health and skewing the competitive landscape for genuine manufacturers, thereby diminishing brand credibility. The rise of e-commerce has only exacerbated the issue, blurring the lines for consumers trying to discern real supplements from counterfeit ones. In certain areas, lax regulatory enforcement has emboldened counterfeiters, dissuading potential investors and stunting market growth. The economic impact of counterfeit supplements is also significant, as it disrupts revenue streams for legitimate businesses. To combat this challenge, the region needs tighter regulations, better consumer awareness, and vigilant monitoring to rein in counterfeit distribution, safeguard public health, and rejuvenate trust in the dietary supplements market.

Tighter Regulations on Dietary supplement market and Borderline Products

In South America, tightening regulations on dietary supplements are significantly hampering market growth. For instance, in June 2025, Brazil's National Health Surveillance Agency (ANVISA) rolled out extensive updates under Normative Instruction No. 373. These revisions encompassed authorized ingredient lists, usage limits, health claims, and mandatory warning labels. As a result, the registration process has been prolonged, compliance costs have surged, and the introduction of new products has decelerated. These regulatory changes are part of broader efforts to align with international standards and ensure consumer safety. In a parallel move, Argentina's National Food Institute (ANMAT) tightened rules on health claims for borderline products, such as functional foods and nutraceuticals. This has curtailed marketing flexibility for brands. Such regulatory intricacies pose challenges for both local and international manufacturers, hindering their ability to innovate and launch new formulations. Consequently, companies are compelled to allocate more resources towards legal, testing, and compliance processes, leading to delayed product launches and reduced market agility. While these stringent regulations enhance safety and quality, they simultaneously act as a restraint on the market. By erecting barriers to entry, they deter smaller players and impede overall growth in South America's dietary supplements sector. 

Segment Analysis

By Type: Vitamins and Minerals Dominance Faces Probiotic Disruption

In South America, vitamins and minerals dominate the dietary supplements market, holding a 27.11% share, underscoring their pivotal role in combating nutritional deficiencies. For example, in Brazil, consumers gravitate towards vitamin D and multivitamins, with urban pharmacies and wellness stores prominently featuring brands like Centrum (Pfizer) and Supradyn (Bayer). Leveraging the region's rich botanical heritage, companies are infusing ingredients like maqui and guarana into herbal wellness formulations, catering to both local and international markets.

Probiotics are leading the charge as the fastest-growing segment, boasting a CAGR of 9.61%. This surge is largely attributed to heightened consumer awareness surrounding gut health and its integral role in overall wellness. Brands like LactoSpore (Sabinsa) and Align (Procter & Gamble) are at the forefront, championing the digestive and immune health benefits of their products through focused marketing and clinically-backed formulations. Meanwhile, other segments, such as fatty acids and enzyme supplements, are witnessing consistent demand. Notably, omega-3 products from Omnilife are becoming a go-to for cardiovascular and infant nutrition, and enzyme-based digestive solutions are being customized for older consumers. Furthermore, the rising popularity of functional ingredients like adaptogens and nootropics signals a shift in consumer focus towards enhanced wellness, prompting manufacturers to diversify and innovate their offerings.

Note: Segment shares of all individual segments available upon report purchase

By Form: Capsules Lead While Gummies Transform Consumer Experience

In 2024, traditional capsules and softgels, favored for their dosing precision and ingredient stability, dominate South America's dietary supplements market with a 38.22% share. Brands like Centrum (Pfizer) and Supradyn (Bayer) utilize these formats for vitamins and minerals, while Omnilife opts for them in herbal and specialty supplements. These formats remain popular due to their long shelf life and ease of mass production, making them a reliable choice for manufacturers and consumers alike.

Gummies, with a robust CAGR of 12.86%, are rapidly emerging as the preferred choice, transforming supplement intake into a delightful wellness ritual. Funtrition has ramped up gummy production, harnessing proprietary technologies like GummyGels and Layer-G. Meanwhile, Spanish-Chilean brands cater to the health-conscious, offering sugar-free and allergen-free functional gummies. Other formats like liquid drops, exemplified by Omix’s 2024 debut, and powders are also on the rise, lauded for their convenience and enhanced bioavailability. This diversification in formats not only fuels market growth but also sparks innovation in product design and manufacturing.

By Consumer Group: Women Drive Growth as Kids/Children's Segment Accelerates

In 2024, women dominate the South American dietary supplements market, commanding a 34.22% share. This trend underscores their commitment to personal wellness and family health. Urban women, particularly, are gravitating towards sophisticated products, with Brazilian launches like Materna Pre and Materna Nausea from Nestlé (2024) witnessing notable adoption. Brands are now tailoring women's health formulations to cater to distinct life stages, from reproductive health to menopause, enabling a more specialized product offering.

Kids/Children's dietary supplements are witnessing the fastest growth, boasting an impressive CAGR of 11.97%. This surge is largely attributed to parents' heightened focus on nutritional adequacy and the rising popularity of gummy multivitamins. Brands like Amway's Nutrilite Kids Gummies and Pfizer's One A Day Kids are leveraging tasty, child-friendly formats to enhance adherence. Meanwhile, adult males, though a smaller segment, are broadening their horizons, delving into preventive health supplements beyond just sports nutrition, especially in urban locales. Products like Pfizer's Centrum Men and Bayer's One A Day Men’s Health are addressing needs from cardiovascular health to overall wellness, signaling a notable uptick in male proactive supplementation. Regulatory bodies, such as ANVISA, are not only ensuring the safety of supplements for infants and young children but are also fostering market growth. This encouragement nudges manufacturers to fine-tune their formulations and marketing strategies for each demographic.

Note: Segment shares of all individual segments available upon report purchase

By Distribution Channel: Health Stores Maintain Leadership as Digital Channels Surge

In 2024, health and wellness stores are set to dominate the South American dietary supplements market, capturing a 25.67% share. These stores leverage their credibility and specialized product knowledge to guide consumers through the increasingly complex supplement landscape. Brands like Nutrilite (Amway) and Omnilife enhance their offerings by providing in-store expert consultations and product education, granting access to premium and specialized formulations. This strategy not only reinforces consumer trust but also fosters brand loyalty.

Online retail channels are emerging as the fastest-growing segment, boasting a CAGR of 12.75%. This growth is reshaping market access and facilitating direct engagement with consumers. For instance, companies like Vitamine-se, now under EMS, are tapping into e-commerce to offer personalized formulations. Additionally, partnerships like Next10 with Mercado Livre are amplifying visibility and reach across Latin America. In countries like Chile and Peru, pharmacies remain trusted points for purchasing vitamins and minerals. Meanwhile, supermarkets and hypermarkets cater to the mass market, providing access to widely consumed products. This diverse channel landscape mirrors shifting consumer behaviors: younger buyers lean towards digital convenience, while older demographics appreciate in-person guidance. As a result, manufacturers are increasingly adopting omnichannel strategies, customizing them to meet specific market needs.

Geography Analysis

Brazil commands a dominant 62.87% share of the South American dietary supplements market, bolstered by its robust regulatory framework, advanced manufacturing prowess, and strong consumer purchasing power. ANVISA's detailed guidelines not only clarify regulations for both domestic and international firms but also ensure consistent product quality, fostering market confidence. Brazil's solid manufacturing base draws international investments, highlighted by MuscleTech's collaboration with local entities to produce and distribute vitamins, minerals, and herbal supplements regionally. Furthermore, industry stalwarts like EMS are making strategic acquisitions, such as Vitamine-se, to broaden their distribution networks and hasten category growth, solidifying Brazil's market dominance.

Colombia is emerging as the fastest-growing segment, boasting a CAGR of 9.54%. This surge is attributed to heightened health awareness, a burgeoning middle class, and INVIMA's regulatory support, which streamlines market entry. Companies like Pharmaciencia are ramping up operations, expanding their workforce, and catering to the surging demand for vitamins, minerals, and probiotics, underscoring Colombia's swift ascent in the market.

While other South American nations like Chile and Peru exhibit more tempered growth due to their smaller populations and economic challenges, they still present opportunities. Chile, with its stronghold in supplement manufacturing and functional ingredients, sees companies like Omnilife Chile boosting production of herbal and multivitamin products for both local and regional markets. Meanwhile, in Peru, pharmacies play a pivotal role in supplement distribution, highlighting entrenched consumer habits, with a clear preference for mineral and vitamin products. Though these regions contribute less to the overall market share, their unique dynamics offer avenues for companies adept at scaling operations and navigating regulatory landscapes.