New Study Shows How Americans Are Rethinking Supplements: What 25 Years of National Data Reveals

Dietary supplements are no longer a small corner of the wellness world. A newly published 2026 study in JAMA Network Open reviewed 25 years of national survey data and found that supplement use among U.S. adults has grown, shifted, and become more specialized over time [1]. The study did not simply ask whether people take supplements. It asked a more interesting question: what kinds of supplements are Americans choosing now compared with 20 years ago?

The answer is revealing. Americans are moving away from the old one-size-fits-all multivitamin model and toward more targeted products tied to immune health, inflammation, gut health, skin health, joint support, stress, sleep, and healthy aging [1]. In other words, supplement use is becoming more personalized. People are no longer only asking, “Do I take a multivitamin?” They are asking, “What specific system am I trying to support?”

What the Study Reviewed

The researchers analyzed 11 cycles of the National Health and Nutrition Examination Survey, known as NHANES, from 1999 to 2000 through August 2023 [1]. NHANES is a nationally representative survey of the U.S. civilian, noninstitutionalized population, which means it is designed to reflect broad patterns across American adults [1]. The study included 63,442 adults aged 20 years and older who completed supplement-use interviews [1].

Participants were asked whether they had taken any dietary supplements in the past 30 days [1]. The researchers then examined overall supplement use, use of four or more products, use of multivitamin-multimineral products, and use of specific categories such as vitamins, minerals, botanicals, and nonvitamin nonmineral supplements [1].

This design matters because the supplement marketplace has changed dramatically. Older studies often focused on broad categories, but this study paid closer attention to emerging products like ashwagandha, collagen, elderberry, hyaluronic acid, prebiotics, probiotics, turmeric, and curcumin [1].

Supplement Use Increased, Especially After 2009

The study found that overall supplement use increased from 51% of U.S. adults in 1999 to 2000 to 60% in August 2021 to August 2023 [1]. That means roughly 6 in 10 adults reported using at least one supplement in the prior 30 days by the most recent survey cycle [1].

The increase was not evenly spread across the entire 25-year period [1]. The researchers found that supplement use was relatively stable earlier on, then rose more noticeably after the 2009 to 2010 survey cycle [1]. This timing is important because it overlaps with major changes in the wellness marketplace, including direct-to-consumer marketing, online supplement sales, social media health trends, and growing public interest in personalized health strategies [1].

The study also found that use of four or more supplement products increased from 8.8% to 15% [1]. That suggests more people are not only taking supplements, but also building multi-product routines [1]. This is a major shift from the simpler supplement habits of the past.

The Multivitamin Is Losing Its Dominance

One of the most interesting findings was that multivitamin-multimineral use declined [1]. Use of multivitamin-multimineral products containing 10 or more vitamins and minerals fell from 35% in 1999 to 2000 to 31% in 2021 to 2023 [1].

That does not mean people are abandoning supplements. In fact, they are doing the opposite [1]. They are moving away from the traditional multivitamin as the centerpiece of supplementation and toward more targeted vitamins, minerals, botanicals, and specialty products [1].

When multivitamin-multimineral products were excluded, vitamin use rose from 25% to 39%, mineral use rose from 18% to 27%, and botanical use rose from 11% to 13% [1]. This means people are increasingly choosing specific nutrients or plant-based compounds outside of basic multivitamin formulas [1].

This shift reflects a broader change in consumer behavior. People appear to be seeking more specific support rather than relying on one general-purpose pill [1]. The study authors suggested this may reflect consumer interest in personalized approaches to health rather than one-size-fits-all supplementation [1].

Vitamin D, Zinc, Magnesium, and B12 Rose Sharply

Several individual nutrients showed major increases over time [1]. Vitamin D use outside of multivitamin products increased from 5.1% in 1999 to 2000 to 29% in 2021 to 2023 [1]. That is one of the clearest examples of how a once-basic nutrient became a major public-health and wellness focus.

Zinc also increased, rising from 4.6% to 11% outside of multivitamin products [1]. Magnesium increased from 4.7% to 9.8%, and vitamin B12 increased from 5.7% to 11% [1]. Other nutrients with notable increases included vitamin K, biotin, iron, potassium, and copper [1].

These changes are not random. They track with modern health concerns. Vitamin D is often discussed in relation to bone health, immune function, mood, and deficiency. Zinc became especially popular during the pandemic because of its perceived immune-support role. Magnesium has become closely associated with sleep, stress, muscle function, and nervous system support. B12 is commonly linked to energy, nerve health, and healthy aging.

The study itself did not test whether these products improved health outcomes [1]. It measured use patterns [1]. Still, the pattern is clear: Americans are becoming more intentional and more specific in the nutrients they choose.

Botanicals and Specialty Supplements Are Becoming Mainstream

The study also found growth in several nonvitamin nonmineral supplements [1]. Turmeric and curcumin increased from 0.60% to 5.2%, omega-3 increased from 2.1% to 13.6%, fish oil increased from 1.4% to 12%, probiotics reached 6.7%, collagen reached 3.6%, prebiotics reached 3.2%, cranberry reached 2.8%, and elderberry reached 2.1% in the most recent survey cycle [1].

Other emerging products included ashwagandha, acai, hyaluronic acid, boswellia, astaxanthin, resveratrol, melatonin, mushroom products, CoQ10, fiber, ginger, green tea, bilberry, and bromelain [1].

This is one of the most important parts of the study. The supplement market is no longer centered only on vitamins and minerals. It now includes products aimed at inflammation, immune resilience, gut health, skin and joint health, sleep, stress response, and healthy aging [1].

This also shows how quickly consumer interest can change. Some older botanicals declined sharply, including ginseng, ginkgo, gotu kola, ephedra, goldenseal, carnitine, and garlic [1]. Meanwhile, newer wellness trends, especially collagen, probiotics, turmeric, elderberry, and ashwagandha, gained visibility [1].

Older Adults Are Driving Much of the Growth

The strongest increase in supplement use occurred among adults aged 65 and older [1]. In 1999 to 2000, 62% of older adults reported supplement use [1]. By 2021 to 2023, that number rose to 78% [1].

This matters because older adults are also more likely to take prescription medications and manage chronic conditions [1]. As supplement use rises in this group, the need for better guidance becomes more important [1]. Supplements can be useful, but they can also interact with medications or be used inappropriately when people self-direct without professional input [1].

The study authors specifically noted that older adults may face increasing risks of drug-supplement interactions and emphasized the need to better document patterns of use, evaluate supplement efficacy, and assess safety [1].

The Pandemic Appears to Have Shifted Supplement Behavior

The researchers also compared the prepandemic and early-pandemic period of 2017 to March 2020 with the later-pandemic and postpandemic period of August 2021 to August 2023 [1]. They found increases in vitamins, minerals, and some specialty supplements during the later period [1].

Products associated with immune support were especially notable [1]. Zinc and elderberry increased during this period, consistent with broader public interest in immune health during and after COVID-19 [1]. The study authors were cautious, noting that some changes may reflect longer-term trends rather than the pandemic alone [1]. Still, the timing suggests the pandemic helped accelerate interest in immune-related supplementation [1].

This is not surprising. During COVID-19, many people became more aware of baseline health, immune resilience, vitamin D status, zinc, elderberry, and general nutritional support.

What This Study Does and Does Not Prove

This study is important, but it is a trend study. It tells us what people are using, how use has changed, and which products are becoming more popular [1].

The study also has limitations [1]. Supplement use was measured over the prior 30 days, so it may not capture seasonal or inconsistent use [1]. The study did not analyze dose or frequency, meaning it does not tell us how much of each supplement people took or how consistently they took it [1]. Product availability and marketing changed substantially over the study period, which may affect how trends are interpreted [1]. NHANES also excludes institutionalized adults, such as nursing home residents, and does not include active-duty military personnel [1].

Still, the study is valuable because it provides one of the broadest looks at U.S. supplement-use trends over time [1]. It shows not only that supplement use increased, but that it diversified.

Where Healthmasters Fits

Healthmasters is here to help play a material role in this societal shift. The study shows that Americans are increasingly looking for targeted, purposeful supplementation rather than generic one-size-fits-all products [1]. Our products directly fit this modern approach by offering formulas aimed at foundational health, immune support, antioxidant protection, energy metabolism, eye health, prostate support, vitamin D status, magnesium support, collagen support, and other specific wellness goals.

This study illustrates something important: Americans are taking a more active and personalized interest in their health. The next step is making sure that interest is matched with better education, better research, and better-quality products.

We are here to help.

Reference

[1] Lam, C. S., O’Connell, K., Monroy-Iglesias, M. J., Wang, P., Hou, Y.-N., Du, M., Giovannucci, E. L., Mao, J. J., & Kantor, E. D. (2026). Emerging patterns in dietary supplement use among US adults, 1999-2023. JAMA Network Open, 9(6), e2619291. https://doi.org/10.1001/jamanetworkopen.2026.19291

*The matters discussed in this article are for informational purposes only and not medical advice. Please consult your healthcare practitioner on the matters discussed herein.

*These statements have not been evaluated by the Food and Drug Administration. Healthmasters' products are not intended to diagnose, treat, cure, or prevent any disease.