Key insights

  • One third of US adults say they have bought or used probiotics in the past year (33%), far ahead of other supplements.
  • Cost is the biggest barrier: 6 in 10 say supplements are too expensive (58%).
  • Younger adults are reshaping purchase channels: 14% of 18-34s say they’d buy supplements directly through social media platforms, compared with just 2% of over-55s.

Using YouGov Surveys: Serviced, we polled 1,255 US adults to understand which niche supplements people are actually buying or using, what drives or deters them, and where they prefer to shop. The results reveal a market where curiosity is high, but consumer skepticism and sensitivity to cost still shapes behaviour.

When asked about probiotics/prebiotics, a third of US adults overall say they have bought or used them in the past year, making them the most commonly consumed supplement on our list (33%). Turmeric/curcumin (22%) and collagen (19%) follow, while ashwagandha (12%) and mushroom powders (9%) remain more niche. Smaller shares report buying or using sea moss (5%), adaptogen blends (4%), maca root (3%), or spirulina/chlorella (2%). Four in 10 adults (41%) say they haven’t bought or used any of the listed supplements.

This sits against a backdrop of relatively high awareness. Probiotics (63%), turmeric (54%), and collagen (54%) are each recognised by more than half of adults, yet far fewer say they have bought or used them in the past year (33%, 22%, and 19% respectively). That gap between recognition and uptake points to challenges around trust, value, or relevance.

Women are significantly more likely than men to say they’ve bought or used collagen (25% vs. 11%) and probiotics (35% vs. 31%). Younger adults (18-34) stand out for showing greater engagement with collagen (23%) and ashwagandha (14%).

Looking ahead, intent to buy paints a similar hierarchy to current behavior, though with signs of openness across the board. Probiotics and prebiotics again stand out, with 28% of those aware saying they are ‘very likely’ to consider them in the next 12 months, and another 30% ‘somewhat likely’. Turmeric/curcumin (22% very likely; 26% somewhat likely) and collagen (21%; 24%) also show strong forward interest. By contrast, mushroom powders and spirulina or chlorella remain more tentative categories, with only around one in ten adults aware saying they are very likely to consider them and larger shares saying they are not very likely or not at all likely. Supplements such as ashwagandha, maca root, sea moss, and adaptogen blends sit in the middle ground, attracting between 17% and 21% in the ‘very likely’ group, enough to suggest curiosity, but not yet broad intent.

When asked what would influence their decision to buy niche supplements, half cite perceived health benefits (50%), and nearly as many point to doctor recommendations (49%). Price is almost as important (47%), while recommendations from friends or family (33%) and natural/organic ingredients (30%) play a supporting role. Social media and influencer endorsements (8%) matter more to younger adults (15% of 18-34s vs. 2% of over-55s).

The leading barrier is price: 58% say niche supplements are too expensive. Uncertainty is just as powerful: half (52%) say they are not sure if supplements are effective, and 45% point to a lack of scientific evidence. One in five (20%) don’t trust supplement brands, and a third (34%) specifically distrust influencers and social media claims, a figure higher among men (41% vs. 29% of women).

Consumers split their preferences across both offline and online. Four in 10 say they would purchase supplements from major retail chains (41%), online marketplaces like Amazon (40%), or pharmacies (39%). Grocery stores (31%) and specialty nutrition stores (27%) also hold weight. Brand websites attract a quarter (24%). Social media platforms are niche overall (7%), but adoption among younger adults is notable: 14% of 18-34s say they’d buy via platforms like TikTok Shop, compared with just 2% of 55+.

The US niche supplements market shows clear opportunity but also friction. Consumers are aware of many products, but only a few, probiotics above all, translate into widespread use. Price sensitivity and trust issues, especially around brand credibility and scientific evidence, remain barriers to adoption. For marketers and health brands, the challenge is twofold: prove effectiveness with data and credible endorsements and meet consumers where they shop, from pharmacies to Amazon to TikTok Shop.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on September 5-8, 205, with a nationally representative sample of 1,255 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey.