U.S. Longevity And General Wellness Supplements Market (2025 - 2033) Size, Share & Trends Analysis Report By Application (Longevity Supplements, General Wellness Supplements), And Segment Forecasts

Market Size & Trends

The U.S. longevity and general wellness supplements market size was estimated at USD 6.01 billion in 2024 and is projected to grow at a CAGR of 6.02% from 2025 to 2033. This sustained growth is driven by rising consumer awareness around preventive health, aging populations seeking to extend health spans, and increased interest in personalized wellness solutions.

Innovations in formulation, science-backed ingredients, and the expanding availability of supplements through e-commerce and retail channels are expected to fuel market expansion over the forecast period.

Evolving Consumer Demographics

The evolving demographic landscape in the U.S. is a major catalyst for the growing demand for longevity and general wellness supplements. According to U.S. Census data, as the Baby Boomer generation ages, the population of individuals 65 and older is projected to nearly double by 2060. This shift creates sustained demand for products supporting healthy aging, mobility, cognitive function, and chronic disease prevention

Moreover, younger generations, Millennials and Gen Z, focus on preventive health and wellness optimization. These groups are more proactive about their health, often adopting supplements as part of daily routines to boost immunity, manage stress, improve skin health, and enhance longevity from an earlier age. This intergenerational interest is expanding the market's consumer base, driving innovation in formulation, personalization, and delivery formats. The combined effect of an aging population and health-conscious younger consumers is reshaping market dynamics, fostering long-term growth opportunities for brands that cater to diverse age groups with targeted, science-backed wellness solutions.

Technology And Tailored Nutrition

The U.S. longevity and wellness supplements industry is undergoing a major transformation driven by personalization and technological innovation. Modern consumers increasingly demand tailored solutions based on their unique genetic makeup, lifestyle habits, and health data. This trend is supported by advances in wearable health tech, at-home diagnostics, and AI-driven platforms, enabling supplement companies to offer highly customized regimens. Startups like Care/of, Persona Nutrition, and Rootine leverage DNA, blood, and microbiome test data to create personalized supplement plans that feel more clinical and precise than traditional one-size-fits-all options.

Technology also enhances user experience through mobile apps, digital health dashboards, and subscription-based delivery systems that adapt to evolving health needs. These tools offer real-time monitoring and personalization, helping consumers feel more in control of their health while improving adherence and outcomes. AI and predictive analytics are expected to further personalize supplementation by forecasting nutrient needs and optimizing dosages in real time. As biotech, data science, and wellness converge, personalization and technology are becoming essential drivers in shaping the U.S. market's future of preventive health and longevity-focused supplementation.

Market Concentration & Characteristics

The U.S. longevity and general wellness supplements industry is highly innovation-driven, with trends focusing on advanced bioactive ingredients, personalized formulations, and novel delivery systems. Cutting-edge compounds like NAD⁺ precursors (NMN, NR) and senolytics are gaining traction because they potentially target cellular aging pathways. At the same time, plant-based adaptogens, microbiome-focused blends, and algae-derived nutrients cater to holistic wellness demands. Technology integration, such as AI-driven personalization using genetic and biomarker data, and alternative formats like gummies, stick packs, and wearable patches, enhances consumer appeal. For instance, in June 2025, RevGenetics launched Super-Z Advanced, a quercetin and zinc supplement with enhanced absorption, in the U.S., strengthening its nutraceutical portfolio and addressing consumer demand for bioavailable immunity solutions. This wave of innovation reflects a shift toward science-backed, convenient, and premium wellness solutions that go beyond traditional vitamins.

M&A activity in the U.S. longevity and general wellness supplements industry has been dynamic, driven by strategic brands and private equity firms seeking to expand portfolios with innovative products and technologies. Established supplement players are acquiring startups focused on advanced delivery systems, plant-based formulations, and longevity-focused ingredients like NAD⁺ boosters, senolytics, and microbiome blends to stay competitive. At the same time, private equity is building multi-brand platforms through bolt-on acquisitions, targeting companies with strong direct-to-consumer channels and clean-label positioning. For instance, in February 2025, Cosette Pharmaceuticals acquired Australia‑based Mayne Pharma in a USD 430 million deal, transforming itself into a U.S. leader in women’s health and dermatology, with expanded global manufacturing and a 12‑product portfolio. This trend reflects a broader push to consolidate a fragmented market while capturing the growing demand for science-backed, personalized wellness solutions.

Regulations significantly impact the U.S. longevity and general wellness supplements industry, shaping product development, marketing, and consumer trust. Since supplements are regulated under the Dietary Supplement Health and Education Act (DSHEA) of 1994, companies can bring products to market without pre-approval from the FDA. Still, they must ensure safety and avoid unverified health claims. This regulatory gap allows innovation in areas like NAD⁺ boosters, adaptogens, and senolytics, but also leads to concerns about quality, adulteration, and exaggerated longevity claims. Recent FDA crackdowns on NMN supplements and heightened scrutiny of “anti-aging” products highlight the growing regulatory pressure, pushing brands toward greater transparency, clinical validation, and third-party certifications to build credibility in a competitive market.

Product expansion in the U.S. longevity and general wellness supplements industry is driven by rising consumer demand for holistic health solutions and science-backed innovations. Brands are moving beyond traditional multivitamins to launch advanced formulations targeting cellular health, brain function, immunity, and gut microbiome balance. Companies also diversify delivery formats like gummies, powders, ready-to-drink shots, and patches to appeal to younger, convenience-focused consumers. For instance, in April 2025, Swiss biotech Timeline launched its Mitopure Urolithin A gummies in Switzerland, introducing a sugar‑free, vegan, clinically proven longevity supplement to support cellular energy, muscle strength, and healthy aging.

Application Insight

The general wellness supplement segment led the market with the largest revenue share of 89.85% in 2024, driven by increasing consumer focus on preventive health, rising demand for immunity-boosting and stress-relief products, and the growing popularity of clean-label, plant-based, and multifunctional formulations. For instance, in June 2025, ProZenith launched a U.S.-made natural weight-management supplement, combining BHB, functional mushrooms, and Dead Sea-inspired minerals to support energy, appetite control, and metabolism. The trend was further supported by lifestyle shifts post-pandemic, greater awareness of gut-brain and cellular health connections, and the introduction of convenient formats like gummies, powders, and ready-to-drink shots that appeal to younger, health-conscious consumers.

The longevity supplements segment is expected to grow at the fastest CAGR during the forecast period, driven by growing consumer interest in healthy aging, advancements in anti-aging ingredients such as NAD⁺ boosters, senolytics, and adaptogens, and increasing adoption of science-backed formulations targeting cellular repair and longevity pathways. For instance, in March 2025, Elysium Health launched Cofactor, an advanced 4‑in‑1 collagen support system with NAD⁺ boosting ingredients, in the U.S., enhancing its anti‑aging portfolio and targeting cellular vitality. This growth is further supported by rising demand among older adults and biohackers, coupled with innovation in delivery formats like liposomal capsules, powders, and functional beverages that enhance absorption and consumer convenience.

Key U.S. Longevity And General Wellness Supplements Company Insights

The U.S. longevity and general wellness supplements industry is shaped by a diverse mix of established players and emerging innovators known for their robust product portfolios, advanced research capabilities, and strong consumer trust across the healthcare and wellness sectors. Leading brands such as NOW Foods, Life Extension, Nature’s Bounty, and Jarrow Formulas have secured dominant market positions by offering high-quality, science-backed supplements addressing immunity, cognitive health, anti-aging, and general wellness. These companies continue to innovate through sustained R&D investments, clean-label formulations, and expanding retail and direct-to-consumer channels to meet the rising demand for holistic health solutions.

Companies like Thorne, Himalaya Wellness (U.S.), Pure Encapsulations, and Codeage LLC have strengthened their market presence by focusing on specialized, practitioner-recommended, personalized nutrition products. Their expertise in delivering premium, allergen-free, and bioavailable formulations has positioned them as trusted partners for healthcare providers and discerning consumers seeking targeted health interventions. These firms are also at the forefront of integrating cutting-edge delivery technologies, such as liposomal encapsulation and functional powders, to improve efficacy and convenience.

Emerging players such as Hims & Hers Health, Inc., Ro, Elysium Health, Niagen Bioscience, ProHealth, and RevGenetics are driving the next wave of innovation in the longevity space through strategic investments in cellular health compounds like NAD⁺ precursors, senolytics, and adaptogenic blends. Their disruptive approaches combine supplements with digital platforms, telehealth services, and personalized wellness plans, catering to younger, tech-savvy consumers who prioritize convenience and evidence-based solutions.

These companies are critical in ensuring a resilient and scalable supply chain for wellness products while addressing challenges like ingredient transparency, regulatory compliance, and consumer education on longevity science. As the market continues to evolve, the focus is on developing integrated, end-to-end solutions that combine supplementation with diagnostics, lifestyle coaching, and precision health strategies to support healthy aging and improved quality of life.

Recent Developments

• In June 2025, Hims & Hers Health announced plans to acquire Zava, a UK-based digital health platform. This move follows U.S. headwinds in its weight‑loss drug business. It reflects the company’s push into new markets with personalized digital care for dermatology, weight management, sexual, and mental health.

• In February 2025, UFC renewed its global partnership with Thorne in Las Vegas, retaining Thorne as the Official Sports Performance Nutrition and Performance Institute partner, and elevating it as the premier backer of UFC’s Anti‑Doping program

• In October 2024, Elysium Health launched VISION, a supplement designed to support eye longevity, performance, and protection. This formulation aims to enhance contrast sensitivity, filter high-energy blue light, and protect against oxidative stress, addressing age-related macular pigment decline.

U.S. Longevity And General Wellness Supplements Market Report Scope

U.S. Longevity & General Wellness Supplements Market Report Segmentation

This report forecasts revenue growth and provides an analysis on the latest trends in each of the sub-segments from 2021 to 2033. For this report, Grand View Research has segmented the U.S. longevity & general wellness supplements market report based on application:

• Application Outlook (Revenue, USD Million, 2021 - 2033)

  • Longevity Supplements

    • Type

      • NMN

      • NR

      • NAD+

      • NADH

      • Resveratrol

      • Fisetin

      • Quercetin

      • Cucurmin

      • Collagen

      • Pterostilbene

      • Others

    • Sales Channel

      • Online

        • Direct to consumer

        • Other e-commerce channels

      • Offline

        • Hypermarkets/Supermarkets

        • Pharmacies & Drug Stores

        • Others

  • General Wellness Supplements

    • Type

      • Vitamins

      • Multivitamins

      • Individual vitamins

      • Minerals

      • Amino acids

      • Probiotics

      • Collagen

      • Fish oils

      • Coenzyme Q10

      • Herbal extracts

      • Others

    • Sales Channel

      • Online

        • Direct to consumer

        • Other e-commerce channels

      • Offline

        • Hypermarkets/Supermarkets

        • Pharmacies & Drug Stores

        • Others