Supplement use among American adults has increased from 51% in 1999 to 60% by 2023, according to Gram Research analysis of 25 years of national health data. The biggest shift is away from basic multivitamins toward individual vitamins like D and K, minerals like zinc, and newer products like ashwagandha and probiotics. Adults over 65 show the highest supplement use at 78%, and the trend accelerated during the COVID-19 pandemic, particularly for immune-supporting supplements.
A major study tracking supplement use over 25 years found that six out of ten American adults now take vitamins, minerals, or other supplements regularly—up from about half in 1999. According to Gram Research analysis of this national survey, people are moving away from basic multivitamins and toward specialized products like vitamin D, zinc, and turmeric. The biggest change happened after 2009, and the trend accelerated during the COVID-19 pandemic, especially among older adults. Younger people are also trying newer supplements like ashwagandha and probiotics that weren’t popular before.
Key Statistics
A 2026 cross-sectional analysis of 63,442 American adults found that dietary supplement use increased from 51% in 1999-2000 to 60% by August 2023, with the largest growth occurring after 2009.
Among adults aged 65 and older, supplement use jumped from 62% to 78% between 1999 and 2023, making older adults the fastest-growing group of supplement users in the United States.
Vitamin D use more than doubled among American adults over 25 years, while traditional multivitamin use actually declined from 35% to 31%, showing a shift toward specialized individual supplements.
During the COVID-19 pandemic period (2021-2023), Americans significantly increased their use of immune-supporting supplements like zinc and elderberry compared to the pre-pandemic period, according to national health survey data.
The Quick Take
- What they studied: How many Americans take dietary supplements and which types they’re using, tracked over 25 years from 1999 to 2023.
- Who participated: Over 63,000 American adults aged 20 and older who answered questions about their supplement use in the past month. The group was balanced between men and women and included people from different ages, races, and income levels.
- Key finding: Supplement use jumped from 51% of adults in 1999-2000 to 60% by 2023. The biggest changes were people switching from basic multivitamins to individual vitamins like D and K, minerals like zinc, and plant-based products like turmeric.
- What it means for you: If you take supplements, you’re part of a growing trend. The research shows what supplements Americans are choosing, but it doesn’t prove whether they actually work. Talk to your doctor about which supplements make sense for your health.
The Research Details
Researchers looked at data from the National Health and Nutrition Examination Survey (NHANES), a long-running government study that asks Americans about their health habits. They analyzed 11 different survey cycles between 1999 and 2023, asking the same question each time: “Did you take any vitamins, minerals, or other supplements in the past 30 days?” This approach is like taking a snapshot of the country’s supplement use every few years and comparing the pictures to see how things changed.
The study included over 63,000 adults and looked at trends across different groups—older people versus younger people, men versus women, and people with different income levels. They also compared what people were taking before the pandemic (2017-2020) to what they took during and after it (2021-2023) to see if COVID-19 changed supplement habits.
Researchers used statistical methods to determine whether the changes they saw were real trends or just random variation. They tracked not just whether people took supplements, but which specific types became more or less popular over time.
This type of study is important because it shows us what’s actually happening in the real world, not just in a controlled lab. By tracking the same question over 25 years, researchers can spot long-term patterns and see how major events like a pandemic affect people’s choices. This information helps doctors, public health officials, and supplement companies understand what Americans are doing and why.
This study is strong because it uses nationally representative data, meaning the results reflect all Americans, not just one group. The large sample size (over 63,000 people) makes the findings reliable. However, the study only shows what people reported taking—it doesn’t prove the supplements actually worked or whether people took them correctly. The data comes from government surveys known for high quality, which adds credibility.
What the Results Show
The most striking finding is that supplement use among American adults increased from 51% in 1999-2000 to 60% by 2023. This 9-percentage-point increase happened mostly after 2009, suggesting a shift in how Americans think about health and prevention.
The type of supplements people take changed dramatically. Traditional multivitamins (which contain many vitamins and minerals in one pill) actually decreased from 35% to 31% of adults. Meanwhile, people increasingly bought individual vitamins and minerals separately. Vitamin D use more than doubled, vitamin K became much more popular, and zinc use jumped significantly. Plant-based supplements like turmeric and curcumin also became more common, rising from 11% to 13% of adults.
Newer supplements that weren’t widely used 25 years ago are now gaining popularity. These include ashwagandha (an herb marketed for stress), hyaluronic acid (for skin health), elderberry (for immune support), collagen (for joints and skin), and probiotics (for gut health). These products didn’t exist in the market or weren’t tracked in earlier surveys.
The pandemic appears to have accelerated these trends. Between 2021 and 2023, more people were taking supplements marketed for immune health, like zinc and elderberry, compared to before the pandemic. This suggests COVID-19 made people more interested in boosting their immune systems.
Older adults showed the biggest increase in supplement use. Among people 65 and older, supplement use jumped from 62% to 78%—meaning nearly four out of five seniors now take supplements. This is higher than any other age group. Younger adults also increased their supplement use, but not as dramatically. The study also found that some older supplements became less popular, including trace minerals and certain botanicals like ginseng and ephedra.
This research provides the longest continuous look at supplement trends in America. Previous studies showed that supplements were becoming more popular, but this 25-year view reveals the specific turning point (around 2009-2010) and shows how the market shifted from basic multivitamins to specialized products. The pandemic acceleration is a new finding that previous research couldn’t capture.
The study only shows what people reported taking—it doesn’t verify whether they actually took the supplements or took them correctly. It also doesn’t measure whether the supplements actually helped people’s health. The research can’t explain why trends changed, only that they did. Additionally, some newer supplements may have been underreported in earlier surveys simply because they didn’t exist yet or weren’t well-known.
The Bottom Line
If you’re considering supplements, talk to your doctor first. This research shows what Americans are taking, but it doesn’t prove supplements work for everyone. Your doctor can help you decide which supplements, if any, make sense for your specific health needs. If you’re already taking supplements, continue with your current routine unless your doctor suggests changes. (Confidence: Moderate—based on observational data, not clinical trials)
This research matters most to older adults (65+), who are taking supplements at higher rates than other groups. It’s also relevant to anyone considering starting supplements, healthcare providers who advise patients, and public health officials tracking health trends. People with specific health conditions should discuss supplements with their doctors rather than self-treating based on trends.
This study shows trends over 25 years, so changes happened gradually. If you start a supplement, most people don’t see dramatic changes overnight. Give supplements at least 4-12 weeks to show effects, depending on what you’re taking. However, this research doesn’t tell us how long it takes for supplements to work—that varies by product and person.
Frequently Asked Questions
Are more Americans taking supplements now than in the past?
Yes. Supplement use among U.S. adults increased from 51% in 1999-2000 to 60% by 2023. The biggest jump happened after 2009, and the trend accelerated during the COVID-19 pandemic, especially among adults over 65.
What types of supplements are Americans taking more of?
Americans are moving away from basic multivitamins and toward individual vitamins (especially D and K), minerals (particularly zinc), and plant-based products like turmeric, ashwagandha, and probiotics. These specialized supplements now account for a larger share of supplement use than traditional multivitamins.
Did the pandemic change what supplements people take?
Yes. Between 2021-2023, Americans increased their use of supplements marketed for immune health, including zinc and elderberry, compared to before the pandemic. This suggests COVID-19 influenced people’s supplement choices toward immune-supporting products.
Which age group takes the most supplements?
Adults aged 65 and older take supplements at the highest rate—78% of seniors now use supplements regularly. This is significantly higher than younger age groups and represents a major increase from 62% in 1999.
Does this research prove that supplements actually work?
No. This study only shows what supplements Americans are taking, not whether they’re effective. To know if a supplement works for you, talk to your doctor about the specific evidence for that product and your individual health needs.
Want to Apply This Research?
- Log each supplement you take daily, including the name, dose, and time taken. Track any changes in how you feel (energy, sleep, digestion, mood) weekly to see if patterns emerge. This personal data helps you and your doctor understand what’s actually working for you.
- Start by listing all supplements you currently take or are considering. Research each one with your doctor to confirm it’s appropriate for you. Then use the app to set daily reminders to take them consistently—studies show that taking supplements regularly matters more than the supplement itself.
- Create a monthly check-in where you review your supplement list and any health changes you’ve noticed. Every 6 months, discuss your supplement routine with your doctor to make sure it still makes sense for your health goals. Track which supplements you’ve tried and whether you noticed any benefits or side effects.
This research describes trends in supplement use but does not prove that supplements are safe or effective for any condition. Dietary supplements are not regulated the same way as medications. Before starting any supplement, especially if you take medications, have health conditions, or are pregnant or breastfeeding, consult with your healthcare provider. This article is for informational purposes only and should not replace professional medical advice.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.