Survey shows 76% of Americans use supplements daily

A heightened focus on personalized regimens is driving daily supplement usage patterns, according to NOW’s recently released consumer survey results. The data revealed foundational categories like multivitamins still anchor supplement routines, but overall market growth is being shaped by targeting specific health needs and lingering consumer quality concerns in 2026.

Over three-quarters of respondents affirmed they use nutritional supplements every day, a finding that, illustrates a noteworthy shift in consumer behavior, Kim Perkins, vitamin category manager at NOW, told NutraIngredients. “They see supplements providing the support they need…