The nutraceuticals market comprises food, beverages and dietary supplements which provide additional health benefits beyond basic nutrition. Protein and fiber rich food and drinks have gained popularity among health conscious people in the US. Nutraceutical ingredients like phytochemicals, vitamins, minerals, and probiotics are added to regular food products for their antioxidant and digestive health benefits.

The U.S. Nutraceuticals Market is estimated to be valued at US$ 168.05 Bn in 2024 and is expected to exhibit a CAGR of 5.1% over the forecast period 2024 to 2031.

Key Takeaways
Key players operating in the U.S. Nutraceuticals market are General Mills Inc., The Nature’s Bounty Co. (NBTY), Amway Enterprises, Herbalife International, Inc., Royal DSM NV, Pepsi Co., Groupe Danone, Bayer AG, Abbott Laboratories, and Chobani LLC. These companies offer a wide range of nutraceutical products including dietary supplements, functional food and beverages.
 

U.S. Nutraceuticals Market Growth is rising health awareness coupled with busy lifestyle has been fueling the demand for fortified food and drinks in the country. Nutraceuticals containing vitamins, minerals and proteins help fulfill daily nutrition requirements in a convenient way. The market for protein-rich snacks and drinks is growing at a brisk pace owing to increased focus on muscle building and weight management.
Advancements in biotechnology and nanotechnology have enabled encapsulation of active ingredients and facilitated their delivery and absorption in the body. Nanonutraceuticals with miniaturized supplements offer improved bioavailability and targeted release of active components.

Market Trends
Functional beverages are gaining popularity owing to on-the-go consumption trends. Plant-based dairy and non-dairy beverages fortified with probiotics, vitamins and minerals are witnessing increased demand. Sports and energy drinks embedded with nutrients also have a growing market.
E-commerce has emerged as an important sales channel for nutraceuticals. Online retailers offer doorstep delivery and specialized product options that attract many users, especially millennials.

Market Opportunities
The aging population suffering from age-related health issues like joint pain, memory problems create opportunities for nutraceuticals supporting bone, brain and heart health. Customized supplements for different lifecycle stages like pregnancy, infancy is another upcoming segment. Precision/personalized nutraceuticals tailored as per an individual’s genetic profile and lifestyle is expected gain traction.

Impact of COVID-19 on U.S. Nutraceuticals Market

The COVID-19 pandemic has significantly impacted the growth of the U.S. nutraceuticals market. Due to the virus spread and safety concerns, people have become more health conscious and are focusing more on improving their immunity. This has led to an increased demand for nutraceutical products in the country during the pandemic. Manufacturers responded swiftly to the rising demand by ramping up their production capacities. However, lack of workforce and disruptions in the supply chain posed challenges initially. Post pandemic, the market is expected to grow at an even higher rate as preventive healthcare has gained more attention. Companies will need to continue informing consumers about the health benefits of nutraceuticals and strengthen their online and retail distribution channels. Offering discounted rates and easy subscriptions can also help boost sales going forward. Innovation and development of new immunity-boosting products aligned with the post COVID needs would further aid market expansion.

Western Region Concentrates Highest Value in U.S. Nutraceuticals Market

The Western region of the United States accounts for the largest share of the total nutraceuticals market value currently. States like California, Washington and Colorado have emerged as major hubs due to increasing cognizance about the relationship between nutrition, diet, and health. The high disposable income levels in this region allow consumers to spend more on premium diet supplements and functional food and beverages. Moreover, the presence of several industry players and stricter regulations have ensured the availability of high quality nutraceutical products. However, other regions are also witnessing accelerated adoption driven by preventive healthcare rise and online purchases growth post pandemic.

Midwest Region Emerges as Fastest Growing for U.S. Nutraceuticals Market

The Midwestern region comprising states like Illinois, Ohio, Michigan, Wisconsin and Minnesota is projected to be the fastest expanding market for nutraceuticals in the U.S. Rising lifestyle diseases, preventive healthcare focus and growing health issues like obesity has boosted the uptake of nutraceutical supplements. Moreover, easy access to online platforms and improved distribution is supporting wider product reach. Manufacturers have also strengthened their presence through tie-ups with regional health stores, gyms, yoga centers etc which has boosted awareness and sales. Favorable regulations, growing disposable incomes and increasing health consciousness makes the Midwest region one of the most promising for nutraceuticals market growth over the forecast period. Expanding distribution and customizing products as per regional needs would aid faster market expansion.

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About Author:

Ravina Pandya, Content Writer, has a strong foothold in the market research industry. She specializes in writing well-researched articles from different industries, including food and beverages, information and technology, healthcare, chemical and materials, etc. (https://www.linkedin.com/in/ravina-pandya-1a3984191)