Three-quarters of Americans continue to use dietary supplements, according to the Council for Responsible Nutrition’s (CRN) 2024 Consumer Survey, conducted by Ipsos.

This year’s reported 75% usage rate remains in line with last year’s data, demonstrating the ongoing role supplements play in supporting health and wellness, CRN said. However, the survey also highlights subtle shifts in product choices.

“The stability in supplement use reflects the enduring trust that consumers place in our FDA-regulated industry,” said Jeff Ventura, senior vice president of communications at CRN. “At the same time, we continue to see consumers exploring new specialty products and embrace personalized health solutions. This speaks to the evolving landscape of wellness, where supplements are becoming more integrated into individualized health practices.”

What are Consumers Taking?

According to the report, usage of specific supplements such as magnesium, prebiotics, and ashwagandha has increased compared to previous years. Magnesium usage rose from 19% in 2023 to 23% of all supplement users in 2024. Similarly, prebiotic usage has continued its upward trend, climbing to 7% of all supplement users, up from 5% last year. Ashwagandha, a botanical supplement, also saw an impressive rise in use, reaching 8% of supplement users this year, up from 2% in 2020, a four-fold increase in just four years. Melatonin is still up from 2020 levels, which were 10%, with 16% of supplement users now taking the sleep aid, making it one of the top specialty supplements looked at by the survey.

Trust and Loyalty

Trust in the safety and efficacy of supplements remains high, and separately, 91% of users affirm that supplements are essential to maintaining their health. Nearly eight in 10 supplement users report that they prefer using supplements over OTC or prescription medications whenever appropriate.

Brand loyalty continues to be a hallmark of the industry, with 71% of users expressing loyalty to their chosen brands — consistent with last year’s findings. Regular users, especially those who incorporate a variety of supplements into their routines, are more likely than occasional supplement users to express brand loyalty and confidence in the products they consume.

Spending and Motivation

Overall spending on supplements is consistent from 2023, with the median monthly expenditure of supplement users at $48 in 2023 and $50 in 2024. This consistent spending may reflect personal commitments to supplement use despite inflationary pressures to use less. Supplement users purchasing supplements from healthcare professionals also report higher spending, with their median monthly outlay reaching $100.

The primary motivations for supplement use remain unchanged from 2023, with 42% of users continuing to cite overall health and wellness as their reason for supplementation. Immune health and energy remain important factors, attracting 30% and 27% of users, respectively. Women, particularly younger ones, are more likely than men to say they take supplements to enhance skin, hair, and nail health, reinforcing beauty-related trends within the industry.

Consumers’ interest in personalization remains strong, with 69% of supplement users emphasizing the importance of a personalized regimen when selecting their products. Supplement users under age 55, along with Black and Asian American users, are especially likely to agree that a personalized regimen is important when choosing a dietary supplement. This trend may reflect a desire for individualized approaches to health and wellness, which aligns with the broader market’s shift toward customization and precision health solutions.

The survey also found that supplement users generally are more likely to report participating in healthy behaviors compared to non-users. Regular users are more likely to report visiting their doctor regularly and trying to eat a balanced diet. While 41% of non-users cite lack of perceived need as the main reason for not taking supplements, a notable portion, 27%, also mentions cost as a barrier.

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.

The 2024 survey was conducted online in English from Aug. 7-12, 2024, gathering responses from 3,194 adults across the U.S., including 2,332 supplement users and 862 non-users. The sample included oversamples of Black, Hispanic, and Asian/Pacific Islander respondents to ensure diverse perspectives. The credibility interval is ±2.1 percentage points for all respondents, ±2.5 percentage points for supplement users, and ±4.1 percentage points for non-users.

The survey is available for purchase at: www.crnusa.org/2024survey