United States Vitamin D Supplements Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The US Vitamin D Supplement Market is Segmented by Type as (Vitamin D2, and Vitamin D3); by Distribution Channel (Drug Stores/Pharmacies, Online Retailing, Supermarkets/Hypermarkets, and Other Distribution Channels) and Geography

Market Snapshot

Study Period: 2016 - 2026
Base Year: 2021
CAGR: 5.8 %

Need a report that reflects how COVID-19 has impacted this market and its growth?

Market Overview

United States vitamin D supplement market is projected to be valued at USD 1.3 billion by 2025, registering a CAGR of 5.8% during the forecast period (2020 - 2025).

According to a report published by the US Bone and Joint Health Initiative (USBJI- the United States national action network of Global Alliance for Muskoskeletal Health/Bone and Joint Decade)- one in two Americans have a muskoskeletal condition, which is estimated to cost USD 213 billion each year, in terms of treatment and lost wages. This led to an increase in the sales of vitamin-D supplements in the country. Key market players include Abott Nutrition, Bayer AG, Glanbia PLC, and Amway. These players are embarking on expansion, especially in the US market, in order to gain a stronghold amid robust product demands.

Scope of the Report

The market has been segmented on the basis of the distribution channel, type, end user, and geography. By type, the market has been segmented into vitamin D2 and vitamin D3, and by end user, the market has been segmented into children, pregnant woman, and adult. Furthermore, by distribution channel, the market has been segregated into direct selling, pharmacies, health stores, internet retailing, and other distribution channels.

By Type
Vitamin D2
Vitamin D3
By Distribution Channel
Direct Selling
Health Stores
Internet Retailing
Other Distribution Channels

Report scope can be customized per your requirements. Click here.

Key Market Trends

Consumer Awareness regarding Labeling Claims is Boosting Sales

According to the Health and Diet Survey, conducted by the Food and Drug Administration (FDA), the US consumers make purchase decisions based on the product labels. Furthermore, the survey reports that snack food that has been labeled as vitamin fortified is expected to lead to poor dietary choices. From January 2020, supplement companies are required to comply with several new FDA labeling regulations, like amending the ways in which ingredients are listed in products. For example, vitamin-D labeling is expected to be presented in mcg, from International Units (IUs). The below-mentioned chart projects the sales share of products labeled as clean in the United States in 2017.


Online Stores Remain the Fastest Growing Segment

Despite vitamin D supplements being a relatively difficult category for consumers to shop online without prior product knowledge, online sales increased significantly over the forecast period. This is primarily due to the efforts of retailers, to improve the online shopping experience, through better online education and targeted marketing. Another key growth driver of online sales is the rising interest of US consumers in health and wellness products. Easy and convenient online access to these products are expected to help companies leverage this growth opportunity. Majority of the growth in the online retail channel is due to the presence of brick and mortar online retailers, who are operating actively in the dietary supplements category, along with an additional trust building amid the consumers.


Competitive Landscape

The US vitamin D supplements market is highly-competitive and moderately-consolidated. The leading market players include Pfizer, The Nature’s Bounty Co., and Amway. Furthermore, the Nature's Bounty Co., Pfizer Inc., Otsuka Holdings Co. Ltd, and Nordic Naturals are the most active companies in the US Vitamin D supplements market. These companies adopted a mix of measures, such as partnerships, expansions, and innovation, to attract consumers’ attention.

Major Players

  1. Pfizer

  2. The Nature's Bounty Co.

  3. Amway

  4. Abbott

  5. Nordic Naturals


Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porters 5 Force Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Vitamin D2

      2. 5.1.2 Vitamin D3

    2. 5.2 By Distribution Channel

      1. 5.2.1 Direct Selling

      2. 5.2.2 Pharmacies

      3. 5.2.3 Health Stores

      4. 5.2.4 Internet Retailing

      5. 5.2.5 Other Distribution Channels


    1. 6.1 Market Share Analysis

    2. 6.2 Most Active Companies

    3. 6.3 Most Adopted Strategy

    4. 6.4 Company Profiles

      1. 6.4.1 Pfizer

      2. 6.4.2 The Nature's Bounty Co.

      3. 6.4.3 Amway

      4. 6.4.4 Abbott

      5. 6.4.5 Nordic Naturals

      6. 6.4.6 GNC Holdings Inc.

      7. 6.4.7 Otsuka Holdings Co. Ltd

      8. 6.4.8 Everidis Health Sciences LLC

    5. *List Not Exhaustive

**Subject to Availability
You can also purchase parts of this report. Do you want to check out a section wise price list?

Frequently Asked Questions

The United States Vitamin D Supplements Market market is studied from 2016 - 2026.

The United States Vitamin D Supplements Market is growing at a CAGR of 5.8% over the next 5 years.

Pfizer, The Nature's Bounty Co., Amway, Abbott, Nordic Naturals are the major companies operating in United States Vitamin D Supplements Market.

80% of our clients seek made-to-order reports. How do you want us to tailor yours?

Please enter a valid email id!

Please enter a valid message!