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By Daniella Gray
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A new analysis of more than 63,000 U.S. adults shows supplement habits have shifted over the past two decades, moving away from broad multivitamins toward more targeted options.
The study, published in JAMA Network Open, examined supplement use trends from 1999 through recent years, shedding light on what Americans are taking—and why.
While multivitamins still top the list, researchers found growing demand for supplements linked to specific health goals, from immunity to gut health.
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The Top 5 Supplements Americans Use
According to the lead findings cited in the study, the five most commonly used supplements today are:
- Multivitamins/multiminerals (products containing 10 or more vitamins or minerals)
- Vitamin D
- Vitamin C
- Calcium
- Omega-3 fatty acids
"Multivitamins [and] multiminerals...are still the top supplements used today, but their use has declined modestly," Chun Sing Jason Lam, Ph.D., a postdoctoral research fellow at Memorial Sloan Kettering Cancer Center, one of the world's leading oncology institutions, told Newsweek.
In contrast, single-nutrient supplements—particularly vitamin D and vitamin C—have gained ground, alongside targeted products designed to support bone, heart and immune health. Lam said the pattern points to a broader shift in how Americans approach prevention.
"Broadly, the study results suggest that Americans are moving away from a 'one-size-fits-all' multivitamin [and] multimineral approach and toward supplements marketed for specific goals, such as immune support, inflammation, gut health, skin, joints and healthy aging," he said.
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A Personalized Approach Driven by Perception
The findings reflect a more personalized mindset toward health, but also one influenced by branding and social media trends.
Hedva Barenholtz Levy, Pharm.D., a geriatric pharmacy specialist and author of Maybe It’s Your Medications, said Americans are often influenced by “the latest trends” and by what influencers promote, while also holding on to longstanding beliefs about supplements such as omega-3s.
"Americans are increasingly interested in staying healthy as they age, and I am seeing much greater use of supplements, as reflected in [this study]," Levy told Newsweek. "I presume there is some level of distrust in the healthcare system, but most likely people are buying into the misperception that supplements are 'natural' and therefore good for you."
At the same time, she cautioned that this can feed into the idea of supplements as a “magic bullet”—an approach not supported by evidence.
The study also highlighted a surge in so-called “non-vitamin, non-mineral” supplements. Products like curcumin, collagen and probiotics saw notable increases, even if they don’t rank among the top five overall.
Of these, curcumin stood out. Its use increased eightfold over the study period, according to the research. Lam attributed the spike to growing interest in inflammation as a root cause of chronic conditions, alongside strong consumer demand for “natural” remedies.
"Some clinical studies suggest potential benefits, particularly for certain inflammatory or pain-related conditions," he said. "But findings vary by condition, dose, formulation and product quality."
He also cautioned that the supplement has not been approved by the FDA to treat conditions such as cancer, and that more high-quality studies are needed.
Vitamin D’s Continued Rise
Among the top five, vitamin D remains one of the most widely used and fastest-growing supplements.
Use of vitamin D outside multivitamins rose sharply over the study period, increasing from about 5 percent of U.S. adults in 1999–2000 to 29 percent in recent years, Lam added. Its popularity, he said, likely stems from strong public awareness of its role in bone health and in preventing vitamin deficiencies.
Over time, vitamin D has also been studied for links to a wide range of conditions, including diabetes, autoimmune disease, Alzheimer’s and cancer outcomes—further boosting consumer interest.
However, Lam emphasized an important limitation: the study did not assess whether people were taking supplements appropriately.
"We did not examine dose, frequency, blood vitamin D levels, deficiency status, dietary intake, sun exposure or whether supplementation was recommended by a clinician," he said. " Patients should discuss vitamin D use with their healthcare provider, especially if they are taking higher doses or have chronic health conditions."
Rising Use Among Older Adults
The research also uncovered a striking demographic shift: supplement use rose most sharply among older adults.
Among people aged 65 and over, use increased from around 62 percent to 78 percent over the study period. "[This] was the largest increase among the demographic subgroups examined," Lam said.
Though not surprising, given that older adults are more likely to manage chronic conditions, it raises concerns around safety.
"Increasing supplement use in this group raises important questions about supplement safety, effectiveness and potential supplement–drug interactions," he said.
While supplements are widely used, the National Institutes of Health Office of Dietary Supplements advises consumers to always tell their doctor about any supplements they are taking, as they can interact with medications or underlying conditions. It’s also important to look for products that have been independently tested by third parties for quality and accuracy, as supplements are not regulated as strictly as prescription drugs.
Experts warn that more is not necessarily better—taking high doses can sometimes do more harm than good—and encourage people to be skeptical of bold marketing claims, particularly those that promise quick or dramatic health benefits without strong scientific evidence.
Reference
Lam CS, O’Connell K, Monroy-Iglesias MJ, et al. Emerging Patterns in Dietary Supplement Use Among US Adults, 1999-2023. JAMA Netw Open. 2026;9(6):e2619291. doi:10.1001/jamanetworkopen.2026.19291
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