A USD 200B+ industry growing every year — and shifting online.
The market is enormous and accelerating. But the rules that built the last generation of supplement brands do not build the next one.
Global dietary supplement market, 2025. Projected USD 430–546B by 2034–2036.
Of US adults take supplements, up from 57.6% in 2018.
Of adults globally now use supplements daily.
Sources: Grand View Research, Fortune Business Insights, Precedence Research, Fact.MR, IBISWorld, Council for Responsible Nutrition (2025–2026).
Four shifts that broke the old playbook.
None of these are coming. They are already here.
67% of TikTok users have bought a product after seeing a video. Discovery now happens in the feed, not the search bar.
85% of consumers value medical professional recommendations on social platforms. Brand voice alone is no longer enough.
Functional foods grew 265% YoY on social commerce. Hydration grew 369%. The half-life of a winning idea is now days, not quarters.
Amazon, TikTok Shop, Shopify, Shopee, RedNote — each with its own listing logic, claim rules and creator economy.
Five conversations we have most often.
With supplement business owners — every week.
"Our Amazon listings convert well, but our rank keeps slipping.
Marketplace algorithm changes + new entrants outspending on PPC.
"We hired creators last quarter. Some sold, most didn't. We can't tell why.
No creator brief, no attribution, no compliant claim framework.
"Our team is busy every day. I still can't tell what's actually working.
Activity is being measured. Outcomes are not.
"We know TikTok Shop matters. We don't know how to enter without burning budget.
No structured launch playbook for social commerce.
"Every regulation update feels like a fire drill.
Compliance treated reactively, not built into product and content systems.