. OTC Vitamin and Dietary Supplement Market: Trends, Drivers, and Future Prospects
The OTC Vitamin and Dietary Supplement market continues to grow globally due to increasing consumer focus on preventive healthcare, immunity, and wellness. Supplements include vitamins, minerals, herbal extracts, and functional nutrients that support overall health, energy, and longevity.
Rising awareness of nutrient deficiencies, lifestyle diseases, and the aging population are key growth drivers. Product innovations, such as plant-based, vegan, and clean-label supplements, have expanded consumer choices. Delivery formats like gummies, capsules, powders, and liquid supplements enhance convenience and absorption.
The rise of e-commerce, digital health platforms, and personalized nutrition has further boosted market expansion. Challenges include regulatory scrutiny, quality control, and market fragmentation. Future growth will depend on scientific validation, innovative formulations, and effective consumer education, with continued adoption of personalized and functional nutrition products.