$72.88 billion and what habits reveal about supplement sales

$72.88 billion in U.S. sales was reported by Nutrition Business Journal at Natural Products Expo West in March 2026, with 2025 growth at 5.5 percent. Fitness and energy passed general health as the top use.

Gummies ranked first among delivery formats, with powders right behind and liquids in third place. Powders posted the fastest growth during the year, then liquids and chewables. The pattern points to formats that drop into a morning glass or a bag pocket.

Sports nutrition rose 8 percent and specialty ingredients rose 7.1 percent for your daily stack. Herbs and botanicals rose 5.8 percent, reaching 19.2 percent of the market for morning routines. Meal replacements rose 5.7 percent. Vitamins kept the largest share at 26.7 percent but posted modest growth, along with minerals.

That blend shows where new routines are taking hold. Protein, creatine and hydration are reaching past athletes. A June 30, 2026 midyear update says creatine fits morning routines for women, active aging consumers and lifestyle wellness audiences. Healthy aging grew 14.3 percent in daily routines, while gut health grew 6.5 percent with food.

Mushroom coffee tells a similar story of pantry meeting morning cup. As you plan your morning habit, the global market is valued at 3.41 billion dollars in 2026 and projected to reach 5.56 billion dollars by 2035. North America held 29 percent revenue share in 2026 as routine buyers restocked staples. For stacking your routine, powder held 64 percent share, while supermarkets and hypermarkets held 47 percent distribution share.

Electrolyte gummies point to portable routines with a tradeoff. To time your habit well, the global market is predicted to increase from 1.94 billion dollars in 2026 to about 5.25 billion dollars by 2035. Online stores held the largest distribution share in 2025 for routine refills. For your daily routine, higher production costs lift retail prices, alongside strict country rules on gummies as dietary supplements.

How people buy is changing as quickly as what they stack. The mass market held 27.1 percent share, followed by natural and specialty at 25.4 percent and ecommerce at 24.3 percent for routine staples. Ecommerce grew fastest in 2025 and is projected to lead by 2028 on repeat routines.

Social commerce is small but persistent. When building your buying habit, initial estimates suggest TikTok Shop sold about 1 billion dollars of supplements in 2025. For habit tracking, for the year ending in January 2026, it accounted for 3 percent of all supplement sales, up 71 percent year over year. Most brands surveyed said they do not feel ready for social commerce routines yet.

Trust is also shifting ground. To anchor your Tuesday routine, a 2026 NBJ consumer survey found 71 percent viewed supplements as essential or important to everyday health. To guide what you take with food, healthcare practitioners as an important information source rose to 55 percent, compared with just 23 percent in 2024. For routine advice, Erika Craft, market research analyst at NBJ, said, “Healthcare practitioners have really become a big source of product discovery that people are leaning on now.”

Track whether e-commerce holds its path to the lead by 2028, and whether practitioner guidance keeps shaping which botanicals earn a place in the morning stack.