The consumer base for dietary supplements has broadened significantly, becoming a mainstream health staple. Notably, nearly half (47%) of global consumers now use supplements at least weekly. The market is driven by diverse groups: proactive young professionals seeking stress and sleep support, health-conscious women focusing on beauty and specific life-stage needs, dedicated fitness enthusiasts fueling the sports nutrition segment, and the growing aging population targeting bone, joint, and cardiovascular health.

Over the past year, the market has shifted from general nutrition towards precision and experience:

1. Precision & Personalization: Demand has moved beyond "one-size-fits-all" to solutions tailored for specific ages, genders, and health goals like immune or cognitive support, with 24-35 year-olds as the core driver.

   
   

2. Prioritizing Experience: Consumers now seek enjoyable, convenient formats. Non-pill forms (like gummies and drinks) hold 65% market share, emphasizing taste and ease of use.

3. Key Growth Segments: Specific categories are outperforming, including sports nutrition, stress/sleep support, and "beauty-from-within" products.

4. The Trust Challenge: Despite growth, a "trust gap" persists. Only 50% of consumers believe supplements work as claimed, pushing brands to prioritize transparency, scientific backing, and cleaner labels.

In essence, the market is evolving from basic supplementation to a sophisticated, experience-driven component of daily wellness, with future growth tied to personalized, trustworthy, and consumer-centric innovation

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