Over the last quarter century U.S. adults have shifted how they use supplements: more people are taking targeted vitamins and specialty products while fewer rely on traditional multivitamins, study data show. Usage climbed most steeply among older adults, and the roster of popular ingredients has broadened from vitamin D and zinc to trendy items like collagen and elderberry. Experts warn that rising interest does not equal proven benefit and urge attention to quality and professional guidance.
Researchers analyzed 25 years of national survey data covering more than 63,000 adults to track changes in supplement habits from 1999 through 2023. The headline change is a rise in any supplement use from roughly half of adults to about three in five. That increase was especially dramatic among people 65 and older, where use jumped markedly over the study period.
At the same time, classic daily multivitamin use has ticked downward, slipping by a few percentage points even as overall supplement consumption grew. Instead of a single all-in-one pill, many people now pick and choose nutrients they think address specific goals. That shift means intake of standalone vitamins and minerals rose while reliance on multivitamins diminished.
Certain nutrients showed notable gains in popularity, including vitamin D, zinc, magnesium and vitamin B12, along with turmeric as an anti-inflammatory option. A wave of newer ingredients has also entered the mainstream, such as ashwagandha, elderberry, collagen, hyaluronic acid, probiotics and prebiotics. These additions reflect both curiosity and marketing toward niche benefits like gut, skin and immune support.
The period after the pandemic saw a particular bump in immune-focused products, which helps explain surges in zinc and vitamin D taken outside of multivitamin formulas. Interest in longevity and targeted health strategies also appears to be driving demand for supplements aimed at inflammation, joint comfort and skin health. Consumers are increasingly selecting products to match distinct health priorities rather than relying on a single foundation pill.
Importantly, the study documents behavior not outcomes: researchers emphasized that rising use does not prove these products work for the reasons people take them. Clinical evidence varies widely across ingredients, and many supplements lack the rigorous trials that medicines undergo. That gap between popularity and proof creates room for both helpful choices and wasted spending.
In an interview, registered dietitian nutritionist Ilana Muhlstein observed that consumers are more informed and intentional but often guided by sources without clinical expertise. “I love that people are getting more educated and more intentional – I just wish they were being advised by more doctors and dietitians and less by ‘wellness influencers’ who are likely not doing the due diligence on the quality and efficacy of the supplements they’re promoting,” she said. Her comment highlights the role professionals can play in sorting evidence from hype.
Muhlstein also expressed concern that all-in-one multivitamin use has “slipped,” a shift she worries about as certain weight-loss drugs change eating patterns. “A multivitamin is where I think people should start as the foundation to help bridge nutrient gaps, especially for people on a GLP-1 who are eating about 15% to 30% less, and therefore likely consuming 15% to 30% less vitamins and minerals,” she said. “I recommend that everyone on a GLP-1 medication [should] take a multivitamin daily.”
She offered practical suggestions for many people, noting that some targeted additions can make sense depending on diet and life stage. A daily probiotic, magnesium and vitamin D3 are also “smart for many of us,” the nutritionist added, and she mentioned elderberry as a useful option when fighting a cold. These are framed as common choices rather than universal prescriptions.
Quality and third-party verification are major concerns in a market with mixed oversight and variable product standards. “The best ones go further and test for pesticides, arsenic and heavy metals, especially for protein powders,” she said. “If a product has many ingredients, I like to see that they do testing on each individual ingredient.” Buyers who prioritize validated testing can reduce risk and increase the chance that they get what the label promises.
As supplement markets keep expanding, consumers face a longer menu and tougher decisions about what to take and why. The data show clear behavior changes and shifting priorities, and they underline the need for guidance that separates marketing from medicine. Choosing tested products and talking with qualified professionals remain the most reliable ways to translate curiosity into sensible, safe choices.
