The US dietary supplement market is expanding at record pace, projected to nearly double from $64bn in 2024 to $124b by 2033.¹
This explosive growth is being fueled by consumers who no longer view supplements as a niche purchase, but as an everyday tool for longevity, energy and mental clarity.
But what’s more telling than category growth is where that growth is happening. On Amazon alone, Vitamins, Minerals and Supplements (VMS) sales are up 32% year over year, with units sold increasing 29%, according to data from Front Row’s Insights team.
For consumers, Amazon has become the new aisle of discovery. For brands, it’s become the proving ground for how well they understand what drives modern wellness behavior.
Nearly half of all product searches now begin on Amazon compared to just 31% on Google. That shift signals a deeper behavioral change: consumers aren’t searching by brand, but rather by need.
Front Row’s analysis of Amazon’s VMS category shows non-branded searches have grown 93% since 2022, outpacing branded search nearly two-to-one. Shoppers are not typing ‘Nature’s Bounty’; they are typing ‘best probiotic for gut health’ or ‘energy supplement for women’.
That means the most successful supplement brands are meeting consumers in the middle of discovery. They’re connecting social content, search intent and retail performance into one unified loop. This is Front Row’s Connected Commerce in action, conveyed through data. Connected Commerce is the unification of brand, demand and Amazon into one continuous growth loop.
The new growth loop
The traditional funnel imagined a straight line: awareness, consideration, purchase. But modern commerce doesn’t move linearly, rather it loops.
A TikTok creator talks about mood support. A Reddit thread debates ingredient forms. A shopper adds a supplement to their Amazon cart after watching a YouTube review. The same consumer might encounter the same brand across a dozen channels before clicking ‘Buy Now’.
Front Row’s Connected Commerce data shows a 0.64 correlation between TikTok engagement and Amazon search, and off-Amazon ads can double return on ad spend when connected to on-Amazon activity.
In other words: what happens off-platform doesn’t stay off-platform. Every brand interaction, from an Instagram reel to a podcast mention, can feed back into retail performance. The challenge for supplement marketers is about generating attention, while connecting the dots to where consumers are.
Ingredient curiosity and women’s health are rewriting the map
Behind the data is a more human story: shoppers are getting smarter about what goes into their bodies, and women are leading that charge.
Searches for ‘probiotic’ have tripled since 2022 (+200%), while searches for ‘vaginal probiotic’ have skyrocketed more than 1,200%. The phrase ‘gut health for women’ has surged by 30,000%, making it one of the fastest-growing wellness queries on Amazon.²
Beyond the search terms, these represent cultural signals. Women are rejecting one-size-fits-all wellness in favor of formulas tailored to their biology and life stage. From Seed’s vaginal probiotic launch to Daye’s diagnostic tampon and Evvy’s fertility microbiome testing, the intersection of science, empowerment and commerce has never been clearer.
Amazon has become the ultimate real-time barometer for those shifts, where curiosity meets conversion.
The gut-brain-mood connection
If the last five years were defined by gut health, the next five will belong to the brain. The brain health supplement market is projected to reach $11.4b by 2031, growing at a CAGR of 6.4%.³
And once again, consumer curiosity is driving the surge:
- Searches for ‘cognitive supplements’ have doubled
- ‘Saffron supplements’ (linked to mood support) are up more than 500%
- ‘Creatine for women’ is up over 2,000%
These trends point to a broader redefinition of wellness: one where mental clarity, digestive balance and emotional stability exist in the same conversation. Rather than building a pill cabinet, the new wellness shopper is building a holistic ecosystem of health, where every product plays a connected role.
Connected commerce as the competitive edge
For supplement brands, the opportunity is about understanding the trends and connecting them to drive growth. This is where Connected Commerce comes in.
Connected Commerce is about understanding how a TikTok mention becomes a keyword search, how a Google query becomes an Amazon sale and how a brand story becomes a data-driven strategy. And nowhere is that loop clearer than in Front Row’s partnership with Microbiome Labs, a professional-grade supplement brand that turned category chaos into control.
When unauthorized resellers drove their Buy Box ownership down to just 55%, Microbiome Labs was losing not only visibility but an estimated $2.8m in annual revenue.⁴ Through Front Row’s strategic enrollment in Amazon’s Transparency Program, the brand restored its integrity and reclaimed its growth loop. Within months, its flagship MegaSporeBiotic SKUs saw Buy Box ownership climb to 94%, while sales jumped up to 162% on key products.
By regaining control of distribution, Microbiome Labs could finally invest confidently in media, SEO and creative, proving that connected commerce doesn’t just drive traffic; it builds trust, consistency and sustainable growth.
The brands winning in this new era are orchestrating ecosystems; they’re aligning creative storytelling, retail media and analytics into one adaptive flywheel that learns, refines and compounds over time.
Because in modern commerce, connection is conversion.
Ready to grow in every loop
The supplement, vitamins, minerals, wellness and nutrition category is more dynamic than ever, but so are the consumers defining it. Staying ahead means building visibility, not just across platforms, but across the entire journey of discovery.
Front Row helps brands grow smarter across every loop, connecting brand storytelling, marketplace performance and consumer insight into one unified growth engine.
Find out how brands can utilize this opportunity here.
References
- Grand View Research. U.S. Dietary Supplements Market (2025 - 2033).
- Amazon Search Data.
- Global Wellness Institute. The Global Wellness Economy Reaches a New Peak of $6.3 Trillion––And Is Forecast to Hit $9 Trillion by 2028.
- Front Row. Regaining Control and Revenue for Microbiome Labs on Amazon.