February 11, 2025

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U.S. & Canada Nutritional Drinks & Supplements Market Report, 2030

U.S. & Canada Nutritional Drinks & Supplements Market Report, 2030

Market Size & Trends

The U.S. & Canada nutritional drinks & supplements market size was estimated at USD 15.27 billion in 2024 and is projected to grow at a CAGR of 7.44% from 2025 to 2030. The growing awareness of preventive healthcare in the U.S. and Canada has significantly propelled the nutritional drinks and supplements industry. Consumers are increasingly recognizing the importance of proactive health management, leading to a surge in demand for products that support overall well-being. This shift is evident in the market’s expansion. In addition, the increasing focus on health has greatly contributed to the market’s growth.

U.S. & Canada Nutritional Drinks & Supplements Market Size, By Product, 2020 - 2030 (USD Billion)

The rising rates of non-communicable diseases have led to a quicker adoption of nutritional supplements aimed at improving overall health. The Global Alliance for Chronic Diseases (GACD) reports that nearly 71% of global deaths are caused by Non-Communicable Diseases (NCDs). These concerning figures have shifted attention toward health and wellness, driving the growing demand for nutritional supplements.

In Canada, the demographic shift underscores this trend. The population increased by 28.7% from 30.9 million in 2000 to approximately 39.7 million in 2024, with individuals over 65 years rising from 12.5% to 19.8% of the total population during the same period. This aging demographic is more susceptible to chronic conditions, prompting a focus on preventive healthcare measures, including the consumption of nutritional supplements.

Accessibility to nutritional drinks & supplements is increasing due to the emergence of e-commerce. Although it is difficult to buy certain nutritional supplements online due to a lack of product knowledge and suitability concerns, sales of these products have continued to increase. Some of the key players in this market are striving hard to educate consumers to improve their online shopping experience. Thus, accessibility to these products is increasing through online retail. Online platforms are also flourishing in developed economies, including the U.S. & Canada. In addition, many key participants in the nutritional supplements and wellness space are launching their businesses on e-commerce platforms to serve a large consumer base and acquire a larger market share. Other than online channels, companies such as Walmart and General Nutrition Centers, Inc. are also focusing on retail supply.

Thus, the easy availability of these products is expected to provide growth opportunities for key players in this market. For instance, GNC has over 4,800 retail stores in the U.S. Such specialty stores follow modern methods to attract customers. For instance, in November 2023, Else Nutrition announced the nationwide rollout of its products in Canada through a partnership with one of the world’s leading natural and organic food retailers. This launch features Else Nutrition’s complete product line, including Toddler Nutritional Supplements, Kids Drinks, and Baby Super Cereals, catering to consumers focused on quality, health, and sustainability. Building on this Canadian launch, Else Nutrition and the retailer plan to introduce the company’s products to the U.S. market in the near future. Moreover, the emergence of private labeling-as practiced by companies such as General Nutrition Centers, Inc.-is another factor increasing the accessibility of these products.

Product Insights

The protein drinks & supplements segment led the market with the largest revenue share of 54.92% in 2024. This growth is driven by the increasing health-conscious population and increasing awareness of the role of protein in supporting muscle health, weight management, and overall wellness. With the rise of fitness trends, particularly among younger demographics, protein drinks have become a staple for post-workout recovery and daily nutrition. The demand is further boosted by the aging population seeking to maintain muscle mass and strength, as well as individuals with active lifestyles looking for convenient protein sources. Companies such as Herbalife and Premier Nutrition Corporation (a subsidiary of BellRing Brands, Inc.) have capitalized on this trend with products like Premier Protein shakes, which cater to both fitness enthusiasts and health-conscious consumers.

The general nutrition segment is expected to grow at the fastest CAGR during the forecast period. Rising awareness about preventive health measures, driven by an aging population and increasing incidences of chronic diseases such as diabetes, cardiovascular issues, and obesity, has spurred demand for nutritional drinks and supplements. Consumers are increasingly seeking products that provide essential nutrients, improve energy levels, and enhance immunity. Another significant factor is the increasing shift toward plant-based and clean-label supplements. Consumers are becoming more environmentally conscious and opting for products that align with sustainability goals and dietary preferences, such as vegan and gluten-free options. In addition, e-commerce platforms have played a crucial role in market expansion, offering convenience and access to a broader range of products. These factors are expected to boost the growth of the segment over the forecast period.

Formulation Insights

Based on formulation, the liquid segment led the market with the largest revenue share of 79.74% in 2024. Liquid supplements are ideal for various consumer groups, including older adults, children, and patients with swallowing difficulties, as they are easier to ingest and digest compared to pills or powders. The portability and ready-to-drink nature of these formulations further enhances their appeal, particularly for on-the-go consumers seeking quick, nutrient-rich solutions. Brands like Premier Protein from BellRing Brands, Inc., Ensure by Abbott Laboratories, and Boost by Nestlé Health Science are some of the key players in the market, with liquid nutritional drinks catering to general health, weight management, and medical nutrition needs.

The other segment is expected to grow at a significant CAGR during the forecast period. The growing consumer demand for variety and customization in nutritional products is driving the market for alternative formulation types, such as powders and pudding, in the U.S. and Canada. These formats cater to diverse consumer preferences, including those seeking portability, precise dosage control, or specific dietary needs. For example, powder formulations are widely adopted by fitness enthusiasts for their versatility in mixing with liquids or foods, as seen with brands like Optimum Nutrition (a part of Glanbia Performance Nutrition), which offers protein powders and micronutrient blends tailored for muscle recovery and performance.

Both powder and pudding formulations benefit from the growing consumer interest in personalized nutrition. For example, companies like Herbalife Nutrition and Garden of Life offer powders designed for specific health goals, such as weight management, digestive health, or muscle building. This trend, combined with the convenience and adaptability of these formulations, ensures their continued growth across retail, healthcare, and direct sales channels. As consumers prioritize functional and flexible nutritional solutions, powders, and puddings remain essential components of the market.

Sales Channel Insights

Based on sales channel, the retail segment led the market with the largest revenue share of 88.85% in 2024. Direct selling stores are growing as most companies want to eliminate distribution costs, promote genuine products to improve sales, and build a brand name. Significant investments by companies in building their distribution networks are also fueling market growth. In addition, retailers like CVS Health, Walgreens, and Shoppers Drug Mart play a pivotal role by offering a curated selection of nutritional products, including well-known brands such as Ensure (Abbott) and Boost (Nestlé). These stores often provide expert guidance through in-store pharmacists, which reassures consumers and supports informed purchasing decisions. This trusted relationship makes chemists and pharmacies a preferred channel for health-conscious customers and those seeking clinically validated nutritional solutions. The growth of large retail chains, e-commerce platforms, and health-focused stores further facilitates easy access to these products, attracting a broad customer base.

U.S. & Canada Nutritional Drinks & Supplements Market Share, by Sales Channel, 2024 (%)

The hospitals, clinics, and pharmacies serve as critical points of distribution for medical-grade nutritional products tailored to patients with specific health conditions. Companies like Abbott (Ensure), Nestlé Health Science (Boost), and Kate Farms prominently operate in this channel by offering evidence-based formulations designed for medical nutrition therapy, including products for malnutrition, post-surgery recovery, and chronic illness management. The endorsement by healthcare providers significantly enhances consumer trust and drives demand in this segment. The increasing focus on preventive healthcare and the management of chronic diseases has further propelled growth in this channel. Nutritional products focused on immunity and post-surgery recovery are experiencing high demand through healthcare networks. As healthcare systems prioritize holistic patient care, the healthcare channel continues to drive robust demand for nutritional drinks and supplements.

Key U.S. & Canada Nutritional Drinks & Supplements Company Insights

The market players operating in the U.S. & Canada nutritional drinks & supplements industry are adopting product approval to increase the reach of their products in the market and improve the availability of their products in diverse geographical areas, along with expansion as a strategy to enhance production/research activities. In addition, several market players are acquiring smaller players to strengthen their market position. This strategy enables companies to increase their capabilities, expand their product portfolios, and improve their competencies.

Key U.S. & Canada Nutritional Drinks & Supplements Companies:

  • Nestlé
  • Abbott
  • Glanbia PLC
  • Starco Brands
  • GNC Holdings, LLC
  • Huel Ltd.
  • Herbalife International of America, Inc.
  • Simply Good Foods
  • BellRing Brands, Inc. (Premier Nutrition Company)
  • Kate Farms

Recent Developments

  • In December 2024, Nestlé introduced a hunger-suppressing drink that stimulates GLP-1 production. The Boost pre-meal beverage is the latest innovation from the global food leader, leveraging the rising demand for weight loss solutions.

  • In December 2024, Dymatize broadens its science-driven sports nutrition range with the addition of Performance Protein Shake and Energyze Pre-Workout.

  • In May 2024, Kate Farms introduced Strawberry Nutrition Shakes with 27 Essential Nutrients.

  • In April 2024, The Simply Good Foods Company and Only What You Need (OWYN) announced a definitive agreement in which Simply Good Foods will acquire OWYN for $280 million in cash.

U.S. & Canada Nutritional Drinks & Supplements Market Report Scope

















Report Attribute

Details

Market size value in 2025

USD 16.38 billion

Revenue forecast in 2030

USD 23.45 billion

Growth rate

CAGR of 7.44% from 2025 to 2030

Base year for estimation

2024

Historical data

2018 – 2023

Forecast period

2025 – 2030

Quantitative units

Revenue in USD million/billion and CAGR from 2025 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, formulation, sales channel

Country scope

U.S. and Canada

Key companies profiled

Nestlé; Abbott; Glanbia PLC; Starco Brands; GNC Holdings, LLC; Huel Ltd.; Herbalife International of America, Inc.; Simply Good Foods; BellRing Brands, Inc. (Premier Nutrition Company); Kate Farms

Customization scope

Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options

Global U.S. & Canada Nutritional Drinks & Supplements Market Report Segmentation

This report forecasts revenue growth at, regional and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. & Canada nutritional drinks & supplements market report based on product, formulation, and sales channel:

  • U.S. & Canada Nutritional Drinks & Supplements Product Outlook (Revenue, USD Million, 2018 – 2030)

    • Liquid

    • General Nutritional Support

    • Protein Drinks & Supplements

    • High Calorie Drinks

    • Diabetes Support

    • Surgery Support

    • Meal Replacement Products

  • U.S. & Canada Nutritional Drinks & Supplements Formulation Outlook (Revenue, USD Million, 2018 – 2030)


  • U.S. & Canada Nutritional Drinks & Supplements Sales Channel Outlook (Revenue, USD Million, 2018 – 2030)

    • Retail

      • Direct Selling

      • Chemist/Pharmacies

      • Health Food Shops

      • Hypermarkets

      • Supermarkets

      • E-commerce Platforms

    • Healthcare

Frequently Asked Questions About This Report

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