Who are the key players in US Vitamin D Market industry?

The top five players are DSM Nutritional Products, BASF SE, Nestle Health Science, Pfizer Inc., and Glanbia PLC. These companies have a strong presence due to innovative products, robust supply chains, strategic partnerships, and focused research into new applications for Vitamin D in food, beverage, and pharmaceutical sectors.

What is the US Vitamin D Market growth?

The US Vitamin D market has witnessed a significant annual growth rate of over 6% in recent years, propelled by rising health awareness and vitamin deficiencies. In 2023, DSM Nutritional Products reported increased sales driven by growing demand for dietary supplements and fortified foods.

Which segment accounted for the largest US Vitamin D Market share?

Dietary supplements segment holds the largest share of the US Vitamin D market. Consumers increasingly seek supplements to counter vitamin deficiencies and support immune health. Brands like Nature Made and NOW Foods lead this segment, benefiting from ongoing public focus on preventive healthcare.

What are the factors driving the US Vitamin D Market?

Increasing prevalence of vitamin D deficiency, rising elderly population, and growing interest in bone and immune health drive market expansion. In 2023, Nestle Health Science launched new fortified products addressing deficiency concerns, supporting the market’s positive outlook among health-conscious consumers.

Which type accounted for the largest US Vitamin D Market share?

Vitamin D3 (cholecalciferol) accounts for the highest market share in the US, owing to its superior absorption and efficacy. It is widely used in supplements and fortified foods, with major players like BASF SE and Pfizer offering high-purity Vitamin D3 products for diverse applications.

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US Vitamin D Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2035)

Name: US Vitamin D Market
Brand: Bussiness Insights

US Vitamin D Market: by Type (Vitamin D2, Vitamin D3), Application (Pharmaceuticals, Food & Beverages, Animal Feed, Cosmetics & Personal Care, Others), Distribution Channels (Supermarkets/Hypermarkets, Pharmacies & Drug Stores, Online Channels, Specialty Stores, Others), Technology (Synthetic, Plant-based, Animal-based, Fermentation, Others), Organization Size (Small, Medium, Large) and By US Historical & Forecast Period (2020-2035) Comprehensive Study 2025

Last Updated: 23-07-2025 | Format: PDF | Report ID:10950 | Author: Lily

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US Vitamin D Market Analysis 2025-2035

The US Vitamin D market is witnessing remarkable growth fueled by increasing awareness of the health benefits of Vitamin D, rising prevalence of vitamin D deficiency, and expanding applications across pharmaceuticals, food & beverages, and personal care. Significant investments in research and technology are steering the market toward innovative, sustainable, and high-purity sources. Robust distribution networks, including e-commerce, are further supporting accessibility for consumers and industry buyers alike.

Latest Market Dynamics

Key Drivers

Rising health awareness and prevalence of vitamin D deficiency across the US, driving consumer adoption and stimulating the fortification of food and beverages. In June 2024, Nestlé S.A. expanded its range of vitamin D-fortified products to target children's nutrition, reflecting surging demand.

Expansion into the beauty and personal care industry, illustrated by Glanbia PLC’s introduction of vitamin D-infused skincare in August 2024 to meet consumer demand for multifunctional products.
Growth potential in online distribution channels, evidenced by Abbott Laboratories partnering with leading e-commerce platforms in June 2024 for direct-to-consumer vitamin D supplement sales.

Stringent regulatory barriers around health claims and safety, with Merck KGaA facing delays in February 2024 on new product launches due to evolving FDA guidelines.
Fluctuating raw material prices impacting profit margins, highlighted by Fermenta Biotech Ltd. in its Q2 2024 earnings call, citing increased costs for animal-based ingredients.

Vitamin D3 dominates the US Vitamin D market with over half of the overall market share in 2025, primarily due to its higher potency and bioavailability compared to Vitamin D2. Continued innovation in plant-based and synthetic vitamin D production addresses growing vegan and health-conscious demographic demands. Analog and animal-based vitamin D segments retain relevance, particularly in medical and specialty applications. Industry leaders such as BASF SE and DSM N.V. are driving the adoption of sustainable synthetic and plant-based vitamin D solutions, further boosting their share.

Pharmaceuticals remain the largest application sector for vitamin D in the US, accounting for nearly half of total demand in 2025. Food & beverages, propelled by the growing trend of food fortification and healthy consumer choices, form the second-largest application segment. Animal feed and personal care also contribute substantially, leveraging vitamin D’s unique properties for animal health and skincare. Market expansion is further propelled by supplements and emerging uses in sports nutrition and functional foods.

The US Vitamin D market is projected to progress steadily from $920 million in 2020 to $1,560 million by 2025, reflecting surging health awareness, regulatory support, and widening distribution channels. Prospects indicate continued momentum, reaching approximately $2,850 million by 2035, bolstered by emerging applications, biotechnology advances, and innovation in delivery formats. Constant demand from pharmaceuticals and food fortification will underpin consistent double-digit growth through the forecast period.

Year-on-year growth for the US Vitamin D market is anticipated to peak in the mid-2020s at around 7.8%, reflecting a post-pandemic consumer health surge and demand for immune-supportive nutrients. YOY rates may gently taper toward 6.3% by 2035 as the market matures. Nevertheless, evolving product innovation and functional applications will continue to sustain above-average growth compared to other dietary supplement sectors.

The Midwest leads US Vitamin D consumption in 2025, leveraging extensive food processing and strong healthcare infrastructure. The South follows, propelled by expanding animal agriculture and nutrition industries. Western and Northeastern regions together account for a remaining share, focused primarily on premium supplements and personal care. Innovative collaborations and regulatory support across states strengthen the overall market landscape.

BASF SE holds the largest market share among vitamin D providers in the United States for 2025, owing to broad product portfolios and significant R&D investments. Koninklijke DSM N.V. and Abbott Laboratories closely follow, leveraging innovations in plant-based and fortified products. The top five players collectively capture nearly two-thirds of the total market share, supported by strong distribution networks and strategic partnerships.

Pharmacies and drug stores are the predominant buyers of vitamin D products in 2025, supported by robust in-store demand and health-focused purchasing patterns. Supermarkets and hypermarkets capture a significant portion of the buyer market, thanks to widespread accessibility and value-based offerings. Online channels are growing rapidly, signaling a shift toward personalized and direct-to-consumer models in the supplement sector.

Metrics	Details
Years	2020-2035
Base Year	2025
Market Size	Revenue (USD Million)
Regions	Midwest, South, West, Northeast
Segments	By Type (Vitamin D2, Vitamin D3, Analog Vitamin D, Synthetic Vitamin D, Plant-Based Vitamin D, Animal-Based Vitamin D), By Application (Pharmaceuticals, Food & Beverages, Animal Feed, Cosmetics & Personal Care, Dietary Supplements, Others)
Players	BASF SE, Koninklijke DSM N.V., Fermenta Biotech Ltd., Dishman Group, Xiamen Jindawei Vitamin Co., Ltd., Zhejiang Garden Biochemical High-Tech Stock Co., Ltd., Glanbia PLC, Nestlé S.A., Pfizer Inc., Abbott Laboratories, Merck KGaA, Lycored Limited, Bio-Tech Pharmacal, Inc., ADM, Pharmavit

June 2024: BASF SE announced a new investment in synthetic and plant-based vitamin D3 production capacity to boost supply chain efficiencies.
July 2024: Pfizer Inc. launched a digital personalized nutrition platform to enhance sales and product recommendations of vitamin D supplements.
August 2024: Glanbia PLC introduced a line of vitamin D-infused cosmeceuticals targeting the US beauty and wellness sector.
June 2024: Abbott Laboratories expanded its reach by partnering with online pharmacy platforms to offer direct-to-consumer vitamin D options.
July 2024: Koninklijke DSM N.V. rolled out algae-based vitamin D3 products to capitalize on the growing vegan and plant-based market trends.

About the Author

Lily

Senior Market Research Analyst

Lily is a Senior Market Research Analyst specializing in market research, industry analysis, and business consulting across Food and Beverages. Lily brings a commercially grounded perspective to sectors shaped by changing demand, innovation, and competitive dynamics, helping turn complex market trends into clear strategic insights for business decision-makers. With 10+ years of experience across research, analytics, and strategic advisory roles, Lily has helped organizations translate data into actionable growth strategies.

Food and BeveragesMarket ResearchIndustry AnalysisStrategic Consulting

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»What are the key companies operating in the market?
»Which company accounted for the highest market share?

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US Vitamin D Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2035)

US Vitamin D Market Analysis 2025-2035

Latest Market Dynamics

Key Drivers

Key Trends

Key Opportunities

Key Challenges

Key Restraints

US Vitamin D Market Share by Type, 2025

US Vitamin D Market Share by Application, 2025

US Vitamin D Market Revenue (2020-2035) (USD Million)

US Vitamin D Market YOY Growth Rate (2020-2035)

US Vitamin D Market Share by Region, 2025

US Vitamin D Market Share by Leading Players, 2025

US Vitamin D Market Buyer Profile Share, 2025

Study Coverage

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