USA Vegan Supplements Market to Grow at 7.1% CAGR by 2035, Driven by Plant-Based Nutrition and Clean-Label Demand

The global vegan supplements market is entering a decade of robust growth, fueled by rising consumer demand for plant-based nutrition, clean-label transparency, and sustainable health solutions. The market, valued at USD 9.1 billion in 2024, is expected to grow to USD 9.7 billion in 2025 at a rate of 6.6%, before accelerating toward a projected USD 18.8 billion by 2035, growing at a CAGR of 6.9% during the forecast period.

This momentum reflects not only the shift in dietary choices but also strong innovation among established leaders and emerging players who are reshaping the supplement industry with plant-based, functional, and sustainable formulations.

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A Market Driven by Plant-Based Health & Lifestyle Shifts

Greater recognition of the therapeutic benefits of a plant-based diet has been a key market driver. Vegan supplements—designed to fill nutritional gaps in protein, vitamins, minerals, and omega-3s—are increasingly viewed as essential by individuals adopting vegetarian, vegan, or flexitarian lifestyles.

Younger generations, in particular, are turning to vegan supplements as part of the broader fitness and wellness culture. These products offer natural, non-animal-derived solutions for boosting immunity, performance, and recovery while aligning with values such as animal welfare and environmental responsibility.

Industry Landscape: Established Leaders & Emerging Innovators

The vegan supplements market is highly fragmented, with multinational giants and nimble start-ups alike shaping its direction.

• Global Leaders: Garden of Life, Herbalife Nutrition, and Vega remain dominant with clean-label, certified organic, and NSF-certified offerings. These brands leverage vast distribution networks, R&D pipelines, and trusted certifications to expand globally.
• Regional Players: Sunwarrior and Future Kind, both U.S.-based, specialize in vegan protein powders and essential vitamin blends. Their agility allows them to respond quickly to fitness-driven and eco-conscious consumers.
• Niche Innovators: Ora Organic, MyKind Organics, Clean Machine, and Terranova (UK) are redefining plant-based supplementation with whole-food, herbal, and adaptogen-focused formulations that resonate with specialist health-conscious markets.

This balance between heritage brands and disruptors underscores the dynamism of the industry as consumer expectations evolve.

Key Demand Shifts & Strategic Brand Responses

1. Gut Health Focus – Vegan Probiotics & Prebiotics
2. With 62% of vegan consumers prioritizing gut health, brands are innovating with fermented plant-based probiotics and prebiotic fibers. Seed Health’s synbiotic line and Garden of Life’s coconut-based probiotic illustrate the market’s pivot to dairy-free, microbiome-supportive formulations.
3. Sports & Endurance Nutrition
4. The rise of vegan athletes has fueled demand for natural endurance supplements like beetroot, cordyceps, and matcha. Vega Sport’s beetroot booster and Four Sigmatic’s mushroom blends have captured performance-focused consumers seeking jitter-free energy.
5. Sustainable & Zero-Waste Packaging
6. Nearly half of vegan consumers are willing to switch brands for eco-friendly packaging. MyKind Organics’ glass jars, Future Kind’s algae-based capsules, and Terraseed’s biodegradable innovations set a new standard for green supplementation.
7. Personalized Nutrition
8. AI, DNA testing, and microbiome science are enabling tailored vegan supplements. Care/of’s personalized quizzes and Persona Nutrition’s AI-driven formulas highlight how companies are customizing nutrition for millennials and Gen Z buyers.
9. Stress & Sleep Support
10. With rising stress and insomnia rates, demand for herbal relaxants like valerian root, reishi, and magnesium is surging. Brands such as Moon Juice and OLLY are offering plant-based sleep solutions that have gained traction among professionals and Gen Z alike.
11. Whole-Food Vitamins & Minerals
12. Consumers are rejecting synthetics in favor of organic, food-based nutrients. MegaFood, Garden of Life’s MyKind Organics, and Future Kind are developing bioavailable B12, D3, iron, and omega-3 solutions derived from algae, lichen, and superfoods.

Country-Level Insights

• USA (CAGR 7.1%) – Driven by clean-label and plant-based preferences, the U.S. remains the largest market for vegan supplements, particularly in sports nutrition and fortified foods.
• Germany (CAGR 5.5%) – Demand centers on organic and fermented vegan supplements, supported by stringent EU food safety laws and consumer interest in bio-fermented proteins and herbal adaptogens.
• China (CAGR 6.7%) – Growth is supported by lactose intolerance trends, government fortification programs, and consumer interest in herbal and algae-based vegan formulations.
• Japan (CAGR 5.0%) – Precision nutrition and longevity-focused demand favor fermented, bioavailability-enhanced vegan supplements.
• India (CAGR 6.5%) – Ayurveda-based, affordable vegan supplements are thriving, with local brands like Olena and Ayush Herbs expanding in both domestic and global markets.

Category-Wise Insights

• Protein & Amino Acids (71.4% share, 2025): This segment dominates as pea protein, hemp, and mushroom complexes power demand in sports recovery and wellness. Innovations in fermentation and bioavailability remain central.
• Vitamins, Minerals & Herbal Supplements (28.6% share, 2025): Omega-3s from algae, vitamin D3 from lichen, and adaptogenic herbs are gaining ground, particularly in Asia-Pacific and North America.

Leading Brands

·        Garden of Life

·        Vega

·        Sunwarrior

·        Deva Nutrition

·        Nutiva

·        MegaFood

·        Now Foods

·        MyProtein (UK)

·        Bulk Powders (UK)

·        Vivo Life (UK)

·        The Protein Works (UK)

·        Pulsin (UK)

·        Veganz (Germany)

·        Pure Encapsulations (Switzerland)

·        VegePRO (Thailand)

·        Olena (India)

·        Healthworks (India)

·        Plant Origins (Singapore)

Key Segments of the Vegan Supplements Market

• By Ingredient Type: Vitamins & minerals, iron, omega-3, herbal, protein & amino acids, prebiotics & probiotics, and botanical supplements.
• By Form: Tablets, gummies, chews, softgels, powders, liquids, and others (e.g., lollipops, hard candies).
• By Customer Orientation: Men, women, seniors, and kids & toddlers.
• By Sales Channel: Hypermarkets/supermarkets, convenience stores, pharmacies, health & wellness stores, other retailers, and online platforms.
• By Health Concern: Weight management, general well-being, immune health, bone & joint health, heart health, digestive health, skin/hair/nail care, and muscle fitness.
• By Region: North America, Latin America, Western & Eastern Europe, East Asia, South Asia & Pacific, Central Asia, Russia & Belarus, Balkan & Baltic states, Middle East, and Africa.

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