Supplement Demand in North America Slows
Supplement makers report weaker sales in North America as consumers pull back on spending, with recovery not expected until 2027.
Updated on Nov. 5, 2026 in Nutrition
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Danish enzyme and ingredients company Novonesis reported that revenue in its Human Health business fell 8% in the third quarter, as weaker North American offline dietary supplement sales offset growth elsewhere. The company's CEO, Ester Baiget, said the North American market is not expected to return to growth until the second half of 2027.
Why it matters
Changing consumer behaviour and weaker buying power in the United States are weighing on the North American supplement market, a signal that spending on these products is under pressure even as group-level sales keep growing. For people who rely on supplements, shifting retail and pricing conditions can change what is available and how much it costs.
Novonesis's third-quarter results show Human Health revenue down 8%, while group revenue grew 6% organically and Food & Beverages grew 14%. The company's 2027 recovery timeline for North American supplements is a projection from its CEO, not a measured result.
The players
Novonesis
A Danish biosolutions company that supplies enzymes, cultures and ingredients for food, beverages, health and agriculture.
Ester Baiget
Chief executive of Novonesis, who commented on the North American supplement market after the company's earnings.
dsm-firmenich
A Swiss-Dutch nutrition and ingredients company whose products include vitamins, dietary supplements and nutritional ingredients.
The details
Novonesis said the decline in its North American offline dietary supplement business was larger than the growth it saw in supplements in other regions. Its CEO linked the slowdown to changing US consumer behaviour and weaker buying power, which together are reducing demand in one of the largest supplement markets. A European peer, dsm-firmenich, flagged similar cautious consumer behaviour in North America in its own results released earlier this week.
Timeline
Third quarter (2026): Human Health revenue fell 8%.
Week of November 2, 2026: dsm-firmenich flagged cautious North American consumer behaviour.
Thursday, November 5, 2026: Novonesis CEO commented on the market weakness in a statement.
Second half of 2027: The North American supplement market is expected to return to growth.
Health Landscape
Supplement makers reporting weakness in North American retail sit alongside a broader pattern in which consumers are trimming discretionary health purchases during tighter household budgets. The Novonesis figures give a corporate-level view of that pattern rather than a measure of how many people are taking supplements.
If you use dietary supplements, shifting market conditions can affect availability and pricing over the coming year. It is worth discussing with your doctor or pharmacist whether any supplement you take is still the right choice for your needs.
The takeaway
Weaker demand for supplements in North America is one signal of tighter household spending on health products, which can affect what you buy and what it costs. Before changing any supplement routine, talk with a clinician about whether it still fits your health goals.
Further reading
For broader context on how diet and supplements fit into everyday health choices, explore the Nutrition section.
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