Nutraceuticals Market Report, Revenue, Advancement Strategy and Geographical Performance Forecast to 2030

Nutraceuticals Market Overview:

The global nutraceuticals market, valued at approximately USD 416 billion in 2026, is projected to grow at a CAGR of around 9% over the next five years.

Key factors driving this growth include increasingly sedentary lifestyles, a rapidly aging population, rising health awareness, and growing demand for dietary and food supplements. Additional contributors include the entry of pharmaceutical and food companies into the sector, expanding applications of functional foods and beverages, rising disposable incomes, and increased spending on health and wellness products. However, the market faces notable challenges, particularly the proliferation of counterfeit dietary supplements and growing consumer distrust stemming from misleading advertising and communication practices, which may hinder market expansion.

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Nutraceuticals broadly refer to foods or food components that provide additional medical or health benefits, including disease prevention and treatment. The category primarily comprises dietary supplements and functional foods and beverages. With shifting consumer lifestyles and an increased focus on fitness and preventive healthcare, demand for nutraceutical products continues to surge.

Nutraceuticals: Unlocking Diversification Opportunities for Pharmaceutical and Food Companies

In recent years, pharmaceutical and food companies, along with investors, have shown growing interest in the nutraceuticals market due to its strong growth potential and attractive margins.

Pharmaceutical companies view nutrition as a strategic and lucrative opportunity, enabling them to leverage existing capabilities such as robust R&D infrastructure, clinical trial expertise, established relationships with healthcare professionals, and access to scientific databases. These strengths allow them to develop complementary nutrition solutions aligned with existing drug therapies to improve patient outcomes. Reflecting this potential, major pharmaceutical players including Pfizer, Bayer, Otsuka Pharmaceutical, and Abbott have entered the nutraceuticals space.

Similarly, food and FMCG companies such as Nestlé, Danone, and Amway have recognized the strategic value of nutraceuticals within their portfolios. These companies are leveraging their expertise in nutrition science, taste and flavor development, diverse product formats, agile packaging, consumer insights, branding, marketing, and strong distribution networks to establish a competitive presence in the market.

As noted by the Chair of Infectious Diseases at a leading public research university in London, UK:
“The paradigm shift in healthcare from treatment to prevention is providing momentum to the nutraceuticals market. This transition has encouraged patients and consumers to rethink health and disease, creating opportunities for pharmaceutical and food companies to engage across the disease and care continuum.”

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Impact of COVID-19 on the Global Nutraceuticals Market

The COVID-19 pandemic significantly accelerated demand for nutraceuticals, particularly vitamins and supplements, following reports that Vitamin D supplementation could reduce the risk of COVID-19 complications. Research identifying Vitamin D as a potent immune-modulating micronutrient further supported calls for increased supplementation and higher recommended intake levels by governments. This led to a surge in demand for vitamins, minerals, and herbal supplements, strengthening overall market growth.

Demand for dietary supplements and functional foods and beverages continues to remain elevated as consumers increasingly prioritize preventive healthcare, immunity, and overall wellbeing. Heightened awareness of chronic diseases, nutrition, and immune health suggests that this trend is likely to persist in the long term.

High-Potential Revenue Segments in the Nutraceuticals Market

To address the growing prevalence of dementia, neurodegenerative disorders such as Alzheimer’s disease, gut health concerns, cardiovascular diseases, and diabetes, nutraceutical manufacturers are actively developing targeted products. These include formulations designed to enhance cognitive function, gluten- and lactose-free offerings, cholesterol-lowering and heart-health products, and sugar substitutes suitable for diabetic populations. A robust pipeline of such innovations is expected to further fuel market growth.

Product Innovation Driving Market Expansion

The nutraceuticals market is highly innovation-driven, with continuous product advancements shaping competition. For example, in April 2022, PharmaLinea announced its next-generation product portfolio, including new gut health solutions and UTI Free Orosticks. During the same period, Wellbeing Nutrition launched SLOW, a first-of-its-kind time-release nutraceutical range for men and women. The SLOW technology utilizes sustained-release coated pellets within capsules to enable gradual nutrient absorption throughout the day. The range includes 13 targeted supplements addressing diverse health needs such as fertility support, bone health, weight management, and daily nutrition.

Growth Strategies in the Nutraceuticals Market

The market features a mix of established players and emerging entrants, all of whom adopt both organic and inorganic growth strategies—including product launches, partnerships, and acquisitions—to expand their market share. Notable examples include Pharmactive Biotech Products’ strategic partnership with Singapore-based Nutraconnect Pte. Ltd. in June 2022 to introduce scientifically validated nutraceutical ingredients across the Asia-Pacific region. In May 2022, Unilever announced the acquisition of a majority stake in Nutrafol, a leading dermatologist-recommended hair growth supplement brand.

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Future Outlook

The global nutraceuticals market is expected to gain further traction in the coming years, driven by widespread Vitamin D deficiency, rising awareness of its role in bone and joint health, lifestyle disease management, and overall wellbeing. Additional growth catalysts include increasing participation of pharmaceutical and food companies, greater influence of online medical platforms and international health organizations in consumer education, and rising participation in professional and amateur sports activities worldwide.

Competitive Landscape

The global nutraceuticals market is highly competitive, with the presence of major players such as Archer Daniels Midland Company, Herbalife Nutrition, Amway, Nestlé Health Science, Danone, Pfizer, Bayer, Universal NutriScience, Innophos, and AOR Canada, among others.

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