According to a Pew Research Center survey published in July 2026, roughly 78% of U.S. adults are currently taking at least one health supplement. The survey data, gathered from 3,554 participants on the American Trends Panel, reveals that vitamins and minerals dominate the market, while demographic divides shape how different age groups and genders approach wellness products within a booming global industry valued at $209.5 billion in 2025.
Vitamins and Minerals Dominate the Market
Vitamins and minerals—including iron, calcium, and multivitamins—remain by far the most common dietary supplement among American consumers. According to the Pew Research Center survey, two-thirds (67%) of U.S. adults actively take vitamin or mineral products for their health.
Other specific supplement categories see lower utilization rates, with no more than one-third of adults reporting regular use. Protein supplements, such as powders, drinks, or bars, are used by 31% of adults. Meanwhile, 25% take omega oil products like fish oil or krill oil, and 19% use herbal supplements like ashwagandha or ginseng. An additional 35% of respondents report taking other unlisted items, such as melatonin or probiotics.
Did you know? The global supplement market reached an estimated valuation of $209.5 billion in 2025, heavily fueled by health and wellness discussions across social media platforms, according to industry data cited alongside the Pew Research Center findings.
How Age and Gender Shape Supplement Habits
Supplement consumption patterns vary significantly across age brackets and demographic lines. Pew Research Center data shows that older adults are more likely to take supplements overall, with 85% of individuals ages 65 and older reporting use, compared with 67% of adults under the age of 30.
This generational gap stems largely from vitamin and mineral intake. Roughly 81% of adults aged 65 and older take vitamins or minerals, compared to just 48% of young adults under 30. Researchers note that older populations often require higher amounts of specific nutrients, such as calcium and vitamin D.
Conversely, younger adults lean more heavily into fitness-related products. Roughly 37% of adults ages 18 to 29 and 35% of those ages 30 to 49 take protein supplements, compared to only 23% of adults 65 and older. Gender differences also appear in the data: 82% of women take supplements compared to 74% of men, driven largely by higher rates of women taking vitamins, minerals, and herbal products.
Perceived Health Importance Among Consumers
Most Americans who consume supplements view them as vital to their personal wellness, even as medical professionals frequently advise caution regarding their routine use. Among those who take vitamins or minerals, 62% state these products are extremely or very important to their health, while 33% call them somewhat important.
Perceptions remain similarly high for specific niche products. Among adults who take omega oils, 63% rate them as extremely or very important. However, fewer consumers place the same high value on herbals (51%) or protein supplements (44%).
Frequently Asked Questions
What percentage of U.S. adults take supplements?
According to the Pew Research Center survey, 78% of U.S. adults currently take at least one health supplement.
What are the most popular types of supplements?
Vitamins and minerals are the most common, with 67% of Americans taking them, followed by protein supplements at 31% and omega oils at 25%.
Do older or younger adults take more supplements?
Older adults (85% of those 65 and older) take supplements at higher overall rates than adults under 30 (67%), primarily driven by vitamin and mineral use. However, younger adults lead in protein supplement consumption.
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