Men’s Health Supplements Market Poised to Double by 2032, Driven by Preventive Health and Aging Population

Global Men’s Health Supplements Market Overview

The global men’s health supplements market was valued at USD 54.70 billion in 2024 and is expected to reach USD 106.70 billion by 2032, registering a CAGR of 8.77% during the forecast period. The market growth is supported by rising health awareness, lifestyle-associated disorders, and a strong focus on preventive healthcare. Male consumers, particularly in older demographics, are increasingly prioritizing testosterone support, prostate health, energy, and sexual wellness supplements.

The market is further boosted by greater e-commerce penetration and the growing adoption of natural-ingredient supplements. Fitness culture continues to rise across both developed and emerging economies, making self-care and supplementation integral to male wellness routines.

In the U.S., the men’s health supplements market was valued at USD 8.99 billion in 2024 and is expected to reach USD 17.81 billion by 2032, growing at a CAGR of 8.98%. The country dominates North America due to high consumer awareness, significant healthcare expenditure, and well-established distribution channels for dietary supplements.

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Market Dynamics

Drivers

Aging Male Population and Hormonal Imbalances

As men age, natural declines in testosterone and other hormones lead to fatigue, reduced muscle mass, and decreased vitality. This has spurred demand for testosterone boosters, joint health, and heart health supplements, particularly for men over 40.

The American Urological Association notes a threefold rise in testosterone testing and prescriptions in the U.S., reflecting increased awareness and proactive management of age-related hormonal decline. Up to 20% of men over 60 experience testosterone levels below normal, fueling preventive supplement consumption.

Growing Awareness of Preventive Health

Preventive health is becoming a cultural priority, especially among men who historically neglected wellness. Daily supplementation for immunity, heart, prostate, and cognitive health is increasingly integrated into routines.

Digital health platforms, fitness apps, and wearable devices are reinforcing supplement use as part of holistic wellness. Awareness is no longer limited to urban centers, as semi-urban and rural populations gain access to information and products.

Trends in self-optimization among millennials and Gen Z, as reported by Vogue Business, are driving demand for mental health, energy, and fitness-focused supplements.

Restraints

Lack of Standardization and Quality Control

Despite growth, the men’s health supplements market faces challenges due to inconsistent product quality and limited regulatory oversight. Unlike prescription drugs, supplements lack standardized clinical trials, leading to variations in potency and efficacy.

Consumer trust can be compromised by undisclosed or toxic ingredients, limiting healthcare recommendations and overall market adoption.

Segmentation Analysis

By Type

Weight Management Supplements

In 2024, weight management supplements accounted for the largest market share at 34.5%. Sedentary lifestyles and rising obesity levels have amplified demand for supplements addressing cardiovascular risk, diabetes, and joint health. Thermogenic fat burners, sports nutrition pills, and protein-based products further strengthen this segment.

Anti-Aging Supplements

The anti-aging segment is expected to grow at the fastest CAGR, driven by men’s focus on physical vitality, hormonal balance, and cognitive wellness. Ingredients such as NAD+, resveratrol, and collagen, combined with e-commerce expansion, are fueling adoption among men over 40.

By Age Group

31–45 Age Segment

Dominating the market in 2024 with 32.15% share, this group is health-conscious, career-focused, and invests in supplements supporting energy, immunity, sexual health, and fitness. Gym-goers in this demographic are major consumers of multivitamins, testosterone boosters, and protein supplements.

46–60 Age Segment

Expected to register the fastest growth, this group is increasingly affected by prostate issues, cardiovascular conditions, low testosterone, and joint pain. Preventive supplementation offers a non-invasive, cost-effective alternative to maintain health and manage chronic conditions.

By Formulation

Capsules

Capsules accounted for 34.15% of revenue in 2024 due to convenience, bioavailability, and versatility in delivering vitamins, minerals, and herbal extracts. Capsules accommodate oil-based and powdered formulations, supporting innovations in testosterone, prostate, and energy supplements.

Gummies

The gummy segment is projected to achieve the fastest growth, appealing to males under 40 seeking taste, convenience, and effectiveness. Innovations now allow inclusion of vitamins, sexual wellness compounds, and immunity boosters in gummy form, expanding its popularity globally.

By Distribution Channel

Offline Channels

Offline channels held 68.05% of revenue in 2024 due to consumer preference for in-store advice, brand visibility, and trust for male-sensitive products like testosterone boosters and prostate supplements.

Online Channels

The online segment is forecasted to experience the highest growth due to e-commerce, smartphone penetration, subscription models, and telehealth support, allowing consumers to compare products, access reviews, and purchase conveniently.

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Regional Analysis

Asia Pacific

Dominating with 38.16% market share in 2024, APAC’s growth is fueled by an aging male population, modernization of Ayurvedic and Traditional Chinese Medicine-based supplements, and expanded e-commerce platforms enhancing product accessibility.

North America

Driven by preventive health awareness, fitness trends, and a focus on sexual wellness, North America benefits from high healthcare spending and preference for science-backed, clean-label products. Lifestyle-related ailments like obesity and cardiovascular conditions further boost supplement demand.

Europe

Growth in Europe stems from a rising aging male population, OTC nutraceutical availability, and preventive health awareness. Countries like Germany, the UK, and France see strong demand for cardiovascular, prostate, sexual wellness, and skin health supplements. Regulatory frameworks enhance consumer confidence in product safety.

Latin America

Moderate growth is driven by urbanization, rising disposable income, and awareness of male-specific health issues, with Brazil, Mexico, and Argentina leading demand for vitality and fitness supplements.

Middle East & Africa (MEA)

Growth is gradual due to limited healthcare access, awareness, and economic disparities, although demographic shifts and wellness trends are slowly supporting market expansion.

Key Players

GNC Holdings LLC, Herbalife Nutrition Ltd., Abbott Laboratories, Amway Corporation, NOW Foods, Nature’s Bounty Co., Life Extension, Hims & Hers Health Inc., Optimum Nutrition, MuscleTech, Nestlé Health Science, Vitamin Shoppe Inc., Bayer AG, Himalaya Drug Company, Nutraceutical International Corporation, Nordic Naturals, Thorne Research Inc., Biotest LLC, Natrol LLC, Metagenics LLC

Recent Developments

• Nature’s Bounty launched “It’s In Your Nature” campaign in June 2024 to strengthen emotional connection with supplement consumers.
• Amway highlighted Nutrilite’s focus on longevity, health span, and gut microbiome innovation in July 2024.
• Abbott India released Ensure enriched with HMB in September 2022 to counter age-related muscle loss in adults.

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