While usage rates align with last year’s data, CRN noted that the survey highlights subtle shifts towards specific products as the market moves toward precision health approaches.
“We continue to see consumers exploring new specialty products and embrace personalized health solutions,” said Jeff Ventura, senior vice president of communications at CRN. “This speaks to the evolving landscape of wellness, where supplements are becoming more integrated into individualized health practices.”
According to the survey, 69% of respondents said they look for a personalized regimen when choosing their products. Among users under the age of 55, Black and Asian Americans are more likely seek out personalized solutions when selecting a dietary supplement.
Digging into the data, nearly eight in ten supplement users said that they would rather use supplements than over-the-counter or prescription medications whenever appropriate. Consistent with last year’s findings, 71% of consumers also reported being loyal to chosen brands, especially if they incorporated supplements into their routines.
The reasons for supplement use remain consistent with 2023 data—42% of consumers list overall health and wellness as a motivation for supplementation. Immune health and energy are factors contributing to use in 30% and 27% of consumers, respectively.
Specific supplements, trust and spending
According to the report, use of specific supplements is growing: Magnesium consumption increased from 19% in 2023 to 23% 2024; 7% of all supplement users reported using prebiotics, up from 5% last year; and ashwagandha use reached 8%, a four-fold increase since 2020.
Melatonin as sleep aid remained one of the best performing specialty supplements, registering 16% use, up 10% from 2020.
CRN noted that while Americans trust in the safety and efficacy of supplements remains high, with 91% of users affirming that they are essential to maintaining health, obstacles remain.
"Despite stable overall trust in supplements, non-users report lower levels of confidence in supplement effectiveness and safety compared to prior years, underscoring ongoing challenges in expanding the user base," CRN shared in a statement.
The survey also found that supplement spending is consistent from 2023, with a monthly median expenditure of $50 in 2024. Supplement purchases through healthcare professionals also increased, reaching a monthly median of $100.
