A new study examining decades of data reveals that Americans are relying less on traditional multivitamins and more on specialized supplements to support their health routines.

Researchers from Memorial Sloan Kettering Cancer Center and the Harvard T.H. Chan School of Public Health analyzed dietary supplement trends across 25 years, from 1999 to 2023, using data from more than 63,000 adults aged 20 and older.

The findings, published in JAMA Network Open, show that overall supplement use among U.S. adults climbed from 51% to 60% during that period. At the same time, the proportion of older adults aged 65 and above using supplements rose dramatically from 62% to 78%.

Women, individuals with higher income or education levels, and those with health insurance were the most likely to report consuming supplements, according to the researchers.

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Despite the growing interest in supplements, multivitamin use has slipped slightly, decreasing from 35% to 31%. Meanwhile, use of individual vitamins and minerals such as vitamin D, zinc, magnesium, and vitamin B12 has gained traction.

Emerging products like turmeric, ashwagandha, probiotics, collagen, hyaluronic acid, elderberry, and prebiotics have also become more popular, particularly in the years following the pandemic.

Researchers noted that the post-pandemic period saw an influx of immune support–focused products, such as vitamin D and zinc supplements taken separately rather than bundled into multivitamins.

This trend reflects the broader “longevity movement,” as more people seek to customize their nutrition with supplements targeting specific goals like immune defense, inflammation reduction, gut balance, skin vitality, or joint comfort.

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However, the study authors emphasized that while supplement use is increasingly common, their findings do not establish whether those products actually deliver the purported benefits.

Registered dietitian nutritionist Ilana Muhlstein, based in Los Angeles, said she appreciates that consumers are becoming more informed and intentional about their health choices. But she expressed concern over who is guiding them.

“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,” Muhlstein said.

Muhlstein said she worries that reliance on basic multivitamins has declined, even as more people turn to GLP-1 weight loss medications. She recommends multivitamins as a foundation for maintaining balanced nutrition, especially for people who may be eating less and therefore consuming fewer vitamins and minerals.

“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 added that daily doses of probiotics, magnesium, and vitamin D3 may also be helpful for many people, with elderberry often chosen for immune support during seasonal illnesses.

Collagen, she said, can also be “worth considering” for its potential role in supporting skin and joint health as people age.

Muhlstein cautioned, however, that the booming supplement market remains largely unregulated, making quality assurance a growing concern. “My real concern is the unregulated market,” she said. “I can’t tell you how many calls I’ve received over the years of people pitching me new supplements ... because the margins are high and the market is huge.”

She explained that she is “extremely picky” about what she takes herself and what she recommends to others, preferring brands that undergo third-party testing for safety and purity.

“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.”