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Men’s Health Supplements Market Report Scope & Overview:

The men’s health supplements market size was valued at USD 54.70 billion in 2024 and is expected to reach USD 106.70 billion by 2032, growing at a CAGR of 8.77% over the forecast period of 2025-2032.

The global health supplements market is rising owing to increasing health awareness, along with increasing lifestyle-associated disorders and growing focus on preventive healthcare. Globally, particularly in older male demographics, testosterone support, prostate health, energy, and sexual wellness are driving strong demand for supplements. In addition, increased e-commerce penetration and the introduction of products with natural ingredients are contributing to the adoption. Furthermore, the fitness culture is getting stronger in both developed and emerging economies, as consumers place more emphasis on self-care practices, fueling the health supplements market growth.

The U.S. men’s health supplements market size was valued at USD 8.99 billion in 2024 and is expected to reach USD 17.81 billion by 2032, growing at a CAGR of 8.98% over the forecast period of 2025-2032.

The North American men's health supplements market is dominated by the U.S. in 2024 due to high awareness regarding health supplements among consumers, high healthcare expenditure, and wider availability of dietary supplements. With its strong distribution channels and increasing emphasis on preventive health, the country continues to dominate the region.

Market Dynamics:

Drivers

  • The Aging Male Population and Hormonal Imbalances are Driving the Market Growth

As men grow older, they experience a natural decrease in hormone levels, including testosterone, leading to decreased energy, muscle mass, and fatigue, among other problems. This has increased the demand for aging males in terms of preventive health and nutritional supplementation. The men above the age of 40 are increasingly selecting supplementation to cater to age-related deficiencies, namely, testosterone boosters, joint health, and heart health supplements. Moreover, various wellness campaigns targeting male populations and the media promotion of andropause have boosted the supplement sales in this target population.

The American Urological Association reports almost a threefold increase in U.S. testosterone testing and prescriptions over the past few years, an indication of growing awareness of and approach towards the age-associated decrease in hormone and its remedy.

In men, testosterone levels have been shown to start a gradual decline after age 50, with up to 20% of men over 60 having testosterone levels below the normal range.

  • Increasing Awareness Regarding Preventive Health is Driving the Market Growth

There is a cultural phenomenon focusing on health maintenance rather than disease treatment, particularly regarding preventive care that men have neglected. Daily supplements for immunity, heart and prostate health, and cognitive function are now finding their way into a growing number of routines. Additionally, health tracking and supplement usage as a part of holistic health routines are further promoted through digital health platforms, fitness apps, and wearable technology. The jump in awareness isn’t limited to the urban landscape but is also trickling over to semi-urban and rural areas due to the availability of information and wellness products. 

In a recent article, Vogue Business points to the rise of self-optimization trends as the driving force behind male wellness. Gen Z and millennials searching for supplements to enhance their mental health and energy have begun to make wellness a lifestyle goal.

Restraint

  • Lack of Standardization and Quality Control Across Products is Restraining the Market from Growing

The men’s health supplements market growth is faced with the global challenge of inconsistency in terms of product quality and the lack of regulatory standardization. Supplements are not subjected to the same clinical trials and approval hoops as prescription medications, and consequently, find a large range of ingredient potency, formulation accuracy, and effectiveness per brand. This inconsistency can harm consumer trust and raise potential safety issues, particularly when regulatory oversight is weak or counterfeits are common. Furthermore, many may have undisclosed or toxic ingredients, preventing health care providers from suggesting them and affecting overall uptake.

Segmentation Analysis:

By Type

The weight management supplements segment accounted for the largest share of the men's health supplements market in 2024, with a 34.5%, owing to the increasing burden of obesity and increasingly sedentary lifestyles of men in developed and developing regions. The increasing awareness about the health risks associated with being overweight, including cardiovascular disease, diabetes, and joint disorders, is boosting the demand for natural and OTC weight management dietary supplements. Additionally, with the ongoing trend of fitness and gym culture, and access to sports nutrition by means of thermogenic fat burners and other sports nutrition products such as pills, the demand for weight management among males increased further.

the anti-aging supplements segment is expected to grow at the fastest CAGR during the forecast period due to A trend that is powered amongst an increasingly core focus of an aging male population on physical vitality, hormonal balance, skin, and cognitive health. The increasing demand for longevity-boosting products, along with new-age ingredients such as NAD+, resveratrol, and collagen, is paving the way for this segment. Moreover, the growth of e-commerce channels, along with focused digital marketing strategies by brands, is facilitating product awareness and availability, particularly among men aged 40 years and above.

By Age Group

In 2024, the 31–45 age segment dominated the men's health supplements market share with 32.15% due to the growing awareness among people related to preventive health, increasing disposable income, and increasing lifestyle-related health problems such as fatigue, stress, and low vitality levels. This particular group is generally more career-oriented, health-conscious, and is more likely to spend on supplements that support energy, immunity, sexual health, and fitness performance. Moreover, many people in this demographic work out frequently and go to the gym, fueling the sales of multivitamins, testosterone boosters, and protein products.

the age range of 46–60 is expected to grow the most rapidly in the forecast period due to the rise in age-related conditions, such as prostate enlargement, cardiovascular diseases, low testosterone levels, and joint pains are pushing this trend. As a result, men in this segment are relying on health supplements as a preventative means to manage these chronic conditions, and for general health maintenance following surgery, without having to subject themselves to invasive and expensive procedures. The increasing number of ageing males, increasing healthcare awareness, and a proactive attitude towards ageing provide ample opportunity for targeted supplements in this cohort.

By Formulation

The capsules segment accounted for the largest revenue share of 34.15% in 2024 in the men’s health supplements market 2024, owing to high consumer preference and ease of dosing, along with high bioavailability. Capsules are convenient to swallow, hide bad tastes, and have a longer lifespan, which is why they are widely used for all forms of health ingredients, including vitamins and minerals, and herbal extracts. Capsules also allow for oil-based formulations and powdered formulations, making them a preferred dosage form for manufacturers looking to innovate in a wide range of men’s health categories, from testosterone support, prostate health, and energy.

The gummies segment is expected to grow with the fastest CAGR in the forecast period, owing to the increased consumption of supplements in convenient, tasty, and portable formats. The advantage of gummies caters especially to male buyers under 40 who want taste and convenience without sacrificing effectiveness. As gummy technology has progressed, enabling a wider spectrum of nutrients to be included within gum-based formulations, the segment is expanding further into sexual wellness, immunity, and recovery post-exercise. In developed and emerging markets, the proliferation of gummies will also be further hurtled by marketing initiatives that position them as lifestyle-driven alternatives to pills.

By Distribution Channel

The offline segment accounted for the highest revenue share of 68.05% of the global men‘s health supplements market in 2024, owing to high preference for offline shopping amongst consumers, particularly associated with health products. Pharmacies, specialty health stores, and supermarkets offered consumers the benefit of tailored advice from trained staff, especially for supplements indicated for sensitive male health issues such as testosterone support, prostate health, or fertility. Additionally, brand visibility and in-store promotions drove trust in physical retail channels, leading to an increased sales volume through offline stores.

Due to the changing consumer trend towards e-commerce platforms, the online segment is predicted to experience the highest growth during the forecast period. Rising web penetration, smartphones, and growing understanding of men's issues allow consumers to examine various products online. Users can also leverage price comparisons, product reviews and subscription-based models, and discounts on digital platforms. In addition, the strengthening of telehealth and DTC supplement brands is cementing the transition to online shopping, leading to the most dynamic and fastest rising channel in the market.

Regional Analysis:

The men's health supplements market is dominated in Asia Pacific with around 38.16% market share in 2024, driven by a large and growing aging male population, leading to the growth in the market. Modernisation of supplement products is creating overlapping options for consumers across Ayurvedic and Traditional Chinese Medicine practices, fuelling trust and consumption. Furthermore, the growing e-commerce platforms and the number of regional and international brands have also made the product availability easier all over urban and semi-urban areas, bolstering the regionality further.

The significant growth in the men’s health supplements market trend across North America is attributed to increased awareness about preventive health, along with the rising trend towards fitness, sexual wellness, and mental well-being among men. It has a state-of-the-art healthcare infrastructure, high spending capability, and higher demand for clean-label, science-backed products. The regional advancement can be attributed to the increasing occurrence of lifestyle-driven ailments such as obesity, stress, cardiovascular diseases, etc., which is shifting preference towards nutritional supplements, boosting the growth of the market in the region.

Significant growth in the men’s health supplements market analysis in Europe is owed to increasing health awareness among men, a growing aging male population, and high availability of over-the-counter nutraceuticals. The increase in lifestyle-related disorders and preventive healthcare awareness & its high purchase potential among the geriatric population have paved the emergence of greater opportunities in the supplement demand in countries such as Germany, the UK & France for topical application, breast health supplement, gut health supplement & prostate health supplement, cardiovascular health supplement, supplements for skin, supplements for sexual wellness & testosterone booster. In addition, the robust regulatory frameworks in Europe that ensure product safety and efficacy also contribute to consumer confidence in the market. The surge in consumer interest towards plant-based and clinically proven formulations, coupled with greater penetration from e-commerce and increased pharmacy channel expansion, further drives growth in the region.

The men's health supplements market in Latin America is growing moderately, backed by awareness regarding male-specific health ailments, greater urbanization, and an increasing preference for preventive healthcare. Brazil, Mexico, and Argentina are experiencing slow but steady rises in disposable income and health-driven consumer activity, which is stimulating demand for specific dietary supplements for male vitality, prostate health, and fitness.

Growth in the MEA is slower, owing to limited access to healthcare facilities, but emerging trends with demographic shifts, and gradual awareness among the male population regarding wellness trends are also anticipated to support the market growth during the forecast period. Nevertheless, restricted product availability, lower levels of awareness, and economic inequalities among the countries are still restraining rapid market growth compared to the developed and emerging high-development regions.

Key Players:

The men’s health supplements market companies are GNC Holdings LLC, Herbalife Nutrition Ltd., Abbott Laboratories, Amway Corporation, NOW Foods, Nature’s Bounty Co., Life Extension, Hims & Hers Health Inc., Optimum Nutrition, MuscleTech, Nestlé Health Science, Vitamin Shoppe Inc., Bayer AG, Himalaya Drug Company, Nutraceutical International Corporation, Nordic Naturals, Thorne Research Inc., Biotest LLC, Natrol LLC, Metagenics LLC, and other players.

Recent Developments:

  • Nature's Bounty introduced a new brand campaign called "It's In Your Nature" in June 2024. The campaign seeks to update the brand position within the nutritional supplements segment by spreading optimism and creating a more emotional connection with customers.
  • On July 24, 2024, NutraIngredients-Asia reported an exclusive interview entitled "WATCH: Amway's regional president on pursuing new growth areas". During the interview, Asha Gupta, Amway's Regional President for Asia and Chief Strategy & Corporate Development Officer, spoke about how the company's lead brand, Nutrilite, is widening its emphasis on longevity, health span, and gut microbiome innovation.
  • Abbott India launched in September 2022 a new version of its lead product, Ensure, enriched with HMB (β‑hydroxy‑β‑methylbutyrate). Specifically created to assist Indian adults in maintaining and strengthening muscle strength, this version combats age-related muscle loss and is in line with Abbott's increasing interest in adult and geriatric nutrition.

    Men’s Health Supplements Market Report Scope:
    Report Attributes Details
    Market Size in 2024 USD 54.7 Billion 
    Market Size by 2032 USD 106.70 Billion 
    CAGR CAGR of 8.77% From 2025 to 2032
    Base Year 2024
    Forecast Period 2025-2032
    Historical Data 2021-2023
    Report Scope & Coverage Market Size, Segments Analysis, Competitive Landscape, Regional Analysis, DROC & SWOT Analysis, Forecast Outlook
    Key Segments • By Type (Sports Supplements, Reproductive Health Supplements, Bone & Joint Health Supplements, Cardiovascular Health Supplements, Probiotic Supplements, Anti-Aging Supplements, Hair Growth Supplements, Weight Management Supplements, Immune Health Supplements, Others)
    • By Age Group (20–30, 31–45, 46–60, Above 60)
    • By Formulation (Tablets, Capsules, Liquids, Powders, Gummies, Others)
    • By Distribution Channel (Online, Offline)
    Regional Analysis/Coverage North America (US, Canada, Mexico), Europe (Germany, France, UK, Italy, Spain, Poland, Turkey, Rest of Europe), Asia Pacific (China, India, Japan, South Korea, Singapore, Australia, Rest of Asia Pacific), Middle East & Africa (UAE, Saudi Arabia, Qatar, South Africa, Rest of Middle East & Africa), Latin America (Brazil, Argentina, Rest of Latin America)
    Company Profiles The men’s health supplements market companies are GNC Holdings LLC, Herbalife Nutrition Ltd., Abbott Laboratories, Amway Corporation, NOW Foods, Nature’s Bounty Co., Life Extension, Hims & Hers Health Inc., Optimum Nutrition, MuscleTech, Nestlé Health Science, Vitamin Shoppe Inc., Bayer AG, Himalaya Drug Company, Nutraceutical International Corporation, Nordic Naturals, Thorne Research Inc., Biotest LLC, Natrol LLC, Metagenics LLC, and other players.