US Wellness Supplement Buyers represent a mainstream and growing consumer segment spanning all adult age groups, defined by proactive health management, preventive self-care, and a strong belief in the role of supplements in daily wellness routines. 74% of U.S. adults take dietary supplements and 55% qualify as regular users, with women significantly outpacing men (63.8% vs 50.8% usage rate). Use intensifies with age, peaking at 80.2% among women 60+, while younger buyers increasingly drive demand for specialty and personalized products.
Gendergeneral workforceDemographic
57%
43%
Agegeneral workforceDemographic
22%
35%
43%
Usage frequencyBehavioral
55%
19%
26%
Top supplement categories usedgeneral workforceBehavioral
39%
19%
15%
17%
10%
and 1 more source
Primary motivation for supplement usegeneral workforcePsychographic
43%
18%
16%
13%
10%
Attitude toward supplementsPsychographic
1
Consider supplements essential to maintaining health74%
2
Use supplements to fill nutrition gaps from diet55%
3
Interested in personalized / precision health products26%
