Nutrition Business Journal released its flagship 2026 Supplement Business Report on June 2 — the industry's most cited market intelligence source. Key numbers: the US supplement market reached $74.15 billion in 2025, growing 7.1%. At current trajectory, it will approach $100 billion by 2029.
Those headline numbers matter. But the category breakdown is where the real strategic intelligence lies for brands, investors, and operators trying to understand where growth will happen.
Key takeaways
- US supplement market: $74.15B in 2025, 7.1% annual growth — NBJ 2026 flagship report released June 2
- On track to approach $100B by 2029 at current growth
- Weight management: 17.9% CAGR — fastest-growing major category, driven by GLP-1 companion products
- Sports nutrition: $28.3B in 2026, 8.2% CAGR
- Emerging categories: cognitive health, immune support, women's health (menopause), longevity
Weight management: the direct GLP-1 beneficiary
The weight management supplement category is projected at $7.88 billion in 2026 with a 17.9% CAGR — by far the fastest growth among major categories. The direct engine: the GLP-1 wave.
Medications like semaglutide (Ozempic, Wegovy) and tirzepatide (Mounjaro) have created massive demand for companion products — protein formulas adapted for GLP-1 users, supplements compensating for caloric restriction-induced micronutrient deficiencies, and a new category claiming to «naturally support GLP-1» (with variable evidence). That specific subcategory is growing at 124% annually in North America.
Sports nutrition: the largest category in absolute value
At $28.3 billion in 2026 and 8.2% CAGR, sports nutrition remains the largest category in absolute terms. Growth drivers:
- Protein: protein powder alone projected at $44B by 2031
- Creatine: exiting the «bodybuilder» image toward mainstream and senior markets following new cognition and longevity data
- BCAAs and HMB: growth in 40+ populations
- Performance beverages: electrolytes, caffeine, beta-alanine — expansion into running and outdoor fitness markets
Emerging categories to watch
Brain and cognitive health: One of the fastest-growing categories in 2026, driven by aging demographics and growing awareness around dementia prevention. Nootropics, phosphatidylserine, DHA, lion's mane.
Women's health (menopause): The menopause market as a commercial vertical is taking off in 2026. Pharmaceutical companies, digital health platforms, and wellness brands are investing heavily. Isoflavones, magnesium, ashwagandha, menopause-specific complexes.
Longevity: NMN, NAD+ precursors, resveratrol, spermidine — market growing fast, clinical evidence still developing. The NARB ruling against excessive NAD+ claims creates a regulatory precedent this category will need to navigate.
What this means for brands and operators
For brands already active in sports nutrition, the question is no longer «is the market growing?» but «is my positioning targeting the right subcategories?» The generic protein market is competitive and price-pressured. The GLP-1-adapted protein, cognitive supplements for senior athletes, and menopause-specific nutrition markets are less saturated with higher margins.
Transparency and third-party certification are no longer optional — they're the baseline expectation in high-growth segments. Brands without NSF/Informed Sport or published COAs are already behind the curve.