• 20% of dietary supplements launched since H2 2024 carry some form of beauty claim
• Sports nutrition keeps growing, with a 9% increase in current value terms between 2024 and 2025
• Affected by GLP-1, weight management supplements grew by only 1% in 2025

Euromonitor’s World Market for Consumer Health report shows the market expanded by 4% in 2025, reaching USD338 billion, with demand increasing gradually across key categories.

Nick Stene, Senior Global Insight Manager on Consumer Health at Euromonitor International, said: “The traditional boundary between beauty and health solutions continues to blur, with beauty products increasingly grounded in science-backed benefits and health-orientated claims, creating new opportunities for dietary supplements.”

The rise of “beauty from within”

Appearance is increasingly how we judge and value our health. Within this context, “beauty from within” is becoming an influential global trend. Since July 2024, 20% of newly launched dietary supplement SKUs globally have carried some form of beauty claim in the specifications.

Meanwhile, “beauty” is now the second most important leading function in the Asia Pacific and Australasia vitamins and dietary supplements (VDS) market – which was valued at USD65.8 billion in 2025 – ahead of immune system, bone and digestive health.

The trend is supported by ingredient innovation. Aside from established heroes like hyaluronic acid and collagen, brands are successfully marketing the skin benefits of basic ingredients, such as vitamin C, traditional herbs and probiotics. Specifically, South Korea is at the forefront of driving innovation in formats, and in skin, hair and nail health messaging.

Sports nutrition keeps on growing

A more prevalent gym culture and an ageing population seeking healthier lifestyles are boosting demand for protein-based products. This is driving strong momentum in sports nutrition, with ready‑to‑drink (RTD) protein beverages up by 10% in value over the past year. South Korea, Brazil and Germany are among the countries leading this growth, supported by shifting demographics and rising health priorities.

Stene said: “It has become increasingly evident that consumer demand for protein now reaches far beyond athletic recovery. Now, it has evolved into a fundamental pillar of wellness, spanning immunity support, healthy ageing, weight management and everyday vitality.”

Weight management supplements lose space as GLP-1s become more popular

As the adoption of GLP‑1 medications continues to accelerate, the traditional weight management supplement category is fighting to stay relevant. As GLP-1 moves to a new oral format starting in 2026, more adoption – both from cost considerations and from users wishing to avoid injections – should impact the market further. In fact, weight management supplements grew by only 1% between 2024 and 2025.

Stene concludes: “As consumers become far more comfortable with GLP-1, the real opportunity now is in offering meaningful support to GLP‑1 users, such as stating how much protein the product is contributing to the raised recommended daily intake, rather than leaning in with packaging that calls out ‘GLP‑1 support’.”

For more information, please see World Market for Consumer Health​.

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