Read the full report Innova’s Supplements in the US
August 13, 2026 – The US supplement market continues to grow, creating opportunities for brands to deepen their role in consumers’ daily wellness routines. Supplements have become the most habitual format in functional nutrition: roughly 4 in 10 consumers take them daily, multiples higher than the daily-use rate for bars, drinks or powders. This positions the category as a foundational part of personal wellness, not an occasional intervention, and gives supplement brands a uniquely consistent touchpoint with the consumer.
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