Thyroid Support Supplements Market Expands with Increasing Consumer Demand

Thyroid Support Supplements Market Size and Growth with Market Value Chain Analysis

The global thyroid support supplements market size is calculated at US$ 2.27 in 2025, grew to US$ 2.48 billion in 2026, and is projected to reach around US$ 5.5 billion by 2035. The market is expanding at a CAGR of 9.26% between 2026 and 2035.

Due to the increasing incidence of thyroid disorders, the demand for thyroid support supplements is increasing for their effective management. AI technologies are also being used for their development and optimization at an enhanced speed. Additionally, the well-developed supplement markets, growing health awareness, demand for preventive health solutions, etc, are increasing their demand across various regions. Furthermore, the companies are launching their products, which is promoting the market growth.

Key Takeaways

• The thyroid support supplements market will likely exceed USD 2.27 billion by 2025.
• Valuation is projected to hit USD 5.5 billion by 2035.
• Estimated to grow at a CAGR of 9.26% starting from 2026 to 2035.
• North America dominated the global thyroid support supplements market in 2024.
• Asia Pacific is expected to be the fastest-growing region between 2025-2034.
• By product/ingredient type, the mineral/vitamin-based supplements segment held an approximate 40-55% share in the market in 2024.
• By product/ingredient type, the herbal/adaptogen blends segment is expected to be the fastest growing during the forecast period.
• By formulation/dosage form type, the tablets & capsules segment held approximately a 60% share in the market in 2024.
• By formulation/dosage form type, the powders & liquid extracts segment is expected to be the fastest growing during the forecast period.
• By distribution channel type, the pharmacies & health stores segment held an approximate 45% share in the thyroid support supplements market in 2024.
• By distribution channel type, the e-commerce/online retail segment is expected to be the fastest growing during the forecast period.

Key Indicators and Highlights

What are the Thyroid Support Supplements?

The thyroid support supplements market is driven by increasing thyroid disorders, consumer awareness of thyroid health, and a shift towards preventive wellness. The thyroid support supplements comprise over-the-counter (non-prescription) vitamins, minerals, herbal, and nutraceutical formulations marketed to support thyroid function or manage symptoms of hypothyroidism/hyperthyroidism (e.g., iodine, selenium, zinc, ashwagandha, L-tyrosine, vitamins B12/B6/D). Products are sold as tablets, capsules, powders, tinctures, and combination formulations and are supplied to consumers via pharmacies, health stores, e-commerce, and direct-to-consumer channels.

Thyroid Support Supplements Market Outlook: The New Era of Nutraceuticals

• Industry Growth Overview: The increased consumer awareness of thyroid health and its increasing incidence are responsible for the industrial growth in the market. Moreover, the growing interest in nutraceuticals is also contributing to the growth.
• Sustainability Trends: The sustainability trends focus on the development of products with ethically sourced ingredients, such as organic herbs or sustainably harvested marine products. They are using biodegradable or recyclable packaging to minimize packaging waste.
• Global Expansion: The growing consumer awareness is the main reason for the global expansion of the market. North America holds the dominating share due to the advanced healthcare sector, where the growing thyroid disorders and disposable income are driving the Asia Pacific thyroid support supplements market growth.
• Major Investors: Large established corporations, private equity firms, and venture capital firms are the major investors in the market. Nestlé S.A., KKR, and L Catterton are some of the major investors in the market.
• Startup Ecosystem: The development of scientifically formulated clean-label products is the focus of the startup ecosystem. Companies like Origins Nutra and Trexgenics are actively participating in these advancements.

Can AI Accelerate the Thyroid Support Supplements Market Growth?

The use of AI in the development and optimization of thyroid support supplements is increasing as it analyzes large datasets and predicts the action of the formulations. They are also being used in the development of personalized supplements as they analyze the patient's age, symptoms, diet, and lifestyle. At the same time, they are also being used as virtual assistance to manage thyroid health and supplement dosage. Moreover, they are also being used to develop new multifunctional combinations, which are enhancing their innovations.

Segmental Insights

Product/Ingredient Insights

How Mineral/Vitamin-based Supplements Segment Dominated the Thyroid Support Supplements Market in 2024?

Mineral/Vitamin-based supplements (Iodine, Selenium, Zinc, B vitamins)

The mineral/vitamin-based supplements segment led the market with approximately 50% share in 2024, as it was the core ingredient in various multivitamin blends. Moreover, these supplements are backed by scientific evidence and have a low risk profile, which has increased their use. Additionally, the growing health awareness and its affordability increased their adoption rates.

Herbal/Adaptogen blends (Ashwagandha, Guggul)

The herbal/adaptogen blends segment is expected to show the fastest growth rate during the forecast period, due to rising consumer preference for herbal support. At the same time, their multifunctionality is increasing their acceptance, driving their production rates. Moreover, the industries are also focusing on their R&D to enhance their hormone balance applications.

Combination/formula products

The combination/formula products segment is expected to show growth in the thyroid support supplements market in the forecast period, as they provide all-in-one benefits to the patients. This, in turn, increases the patient convenience and synergic effectiveness of the formulations. Therefore, this is increasing their demand for the management of thyroid disorders, stress, fatigue, and immune health, etc.

Formulation/Dosage Form Insights

Which Formulation/Dosage Form Type Segment Held the Dominating Share of the Thyroid Support Supplements Market in 2024?

Tablets & Capsules

The tablets & capsules segment held the dominating share of approximately 60% share in the market in 2024, driven by the high consumer preferences. They provided precise dosing, which delivered an appropriate amount of active ingredients. At the same time, their stability as well as their affordability increased their acceptance rates.

Powders & Liquid Extracts

The powders & liquid extracts segment is expected to show the highest growth in the thyroid support supplements market during the forecast period, as they are customizable depending on the patient's needs. These formulations offer fast absorption and bioavailability, which provides a rapid onset of action. Furthermore, these formulations can be mixed with beverages, which increases the patient's convenience.

Chewables, Lozenges

The chewable, lozenges segment is expected to grow in the forecast period, as they can be administered without water, consist of a pleasant taste, and show faster absorption. This, in turn, is enhancing the patient preference and increasing their adherence rates. This is increasing their development and R&D to incorporate specific vitamins or minerals.

Distribution Channel Insights

Why Did the Pharmacies & Health Stores Segment Dominate in the Thyroid Support Supplements Market in 2024?

Pharmacies & Health Stores

The pharmacies & health stores segment led the market with approximately 45% share in 2024, driven by high consumer trust. They also offered guidance to the patients, which increased the patients' dependence on them. At the same time, they provided high-quality and branded products, which attracted the patients.

E-commerce/Online Retail

The e-commerce/online retail segment is expected to show the fastest growth rate during the forecast period, due to direct-to-consumer brands, marketplaces, and subscription models. Moreover, they offer a wide range of products, which is attracting the patients. Additionally, their home deliveries, discounts, as well as product reviews are also increasing their use.

Healthcare Practitioners/Clinics

The healthcare practitioners/clinics segment is expected to show growth in the forecast period, as they offer personalized care. They also offer treatment plans along with the supplement, where their professional guidance increased the patient's reliance on them. Additionally, they provide evidence-based products, which, in turn, enhance patient outcomes.

Regional Insights

How do Established Supplement Markets Drive North America?

North America dominated the thyroid support supplements market in 2024, due to established supplement markets, high awareness, and regulatory frameworks. At the same time, the growing incidence of thyroid disorders is also increasing their demand, where growing health awareness is also contributing to the same. The advanced industries are also developing new formulations, which contribute to the market growth.

Growing Thyroid Disorders Propel U.S.

The increasing incidence of thyroid disorders and growing health awareness are increasing the demand for their support supplements. At the same time, the presence of advanced industries, the production and R&D of these products is enhanced, which is further supported by the growing healthcare investments. Moreover, the online platforms are increasing their accessibility and affordability.

Why is Growing Health Awareness Boosting the Asia Pacific?

Asia Pacific is expected to host the fastest-growing thyroid support supplements market during 2025-2034, due to growing health awareness, rising middle class, and e-commerce penetration. The growing health awareness and thyroid disorders are driving the demand for support supplements. This, in turn, is increasing the use of online platforms and branded supplements, enhancing their accessibility. Moreover, the demand for herbal supplements is also increasing, which is promoting the market growth.

Increasing Lifestyle Changes Fuel India

The growing lifestyle changes in India are increasing thyroid issues, which is increasing the demand for their supplements. At the same time, the growing awareness is increasing their diagnosis and the demand for traditional and personalized supplements. This, in turn, is increasing the development of their combinations and targeted formulations, driving their availability through online platforms.

What Factor Drives the Europe Growth?

Europe is expected to grow significantly in the thyroid support supplements market during the forecast period, due to growing thyroid awareness. The growing incidence of thyroid disorders in women is increasing their use, where the stringent regulations are ensuring their quality and effectiveness. Furthermore, the growing shift towards herbal and plant-based products is increasing their development, where the industries are also developing combination products, enhancing the market growth.

Strong Nutraceutical Industries Promote the UK 

The presence of well-developed nutraceutical industries in the UK is increasing the development of thyroid support supplements. Moreover, the growing hypothyroidism in women and health awareness are increasing their demand as a preventive care option. Additionally, the growing demand for personalized and herbal products is increasing their production, where their safety and quality are being ensured by the strict regulatory standards.

Are Preventive Health Solutions Stimulating Latin America?

Latin America is expected to show lucrative growth in the thyroid support supplements market during the forecast period, due to increasing demand for preventive health solutions. The growing health awareness is also contributing to the same, where their affordability is increasing their use. Moreover, the growing geriatric population is also increasing its demand, where its stability and effectiveness are being maintained by the regulatory standards, which is accelerating the market growth.

Growing Health Consciousness Accelerates Brazil

The increasing health consciousness in Brazil is increasing the demand for thyroid support supplements. They are increasing the demand for natural and preventive supplements, which are backed by scientific evidence. At the same time, the expanding healthcare sector is increasing its availability. Furthermore, the growing thyroid disorder concerns are encouraging their use through retail pharmacies, as well as driving the development of personalized formulations.

Can Nutraceutical Industries Facilitate MEA Growth?

MEA is expected to show notable growth in the thyroid support supplements market during the forecast period, due to the presence of a well-developed nutraceutical industry. They are providing a wide range of supplements, where the growing thyroid disorders and their awareness are increasing their demand. The growing healthcare investments are also increasing early diagnosis and enhancing the use and development of these supplements. The growing demand for herbal supplements and expanding distribution channels are also fuelling the market growth.

Expanding Manufacturing Facilities Enhances Saudi Arabia

The growth in the manufacturing facilities in Saudi Arabia is increasing the production rates of the thyroid support supplements. The growing shift towards preventive care is also increasing their demand, where government initiatives are also encouraging their use. This, in turn, is driving the innovations in the nutraceutical industry to overcome the growing thyroid disorders, where the e-commerce platform is increasing its accessibility and affordability.

Thyroid Support Supplements Market Value Chain Analysis: The Emerging Trends

R&D

The R&D of the thyroid support supplements focuses on the identification of clinically backed ingredients and optimization of the delivery methods to ensure optimal bioavailability and efficacy of key ingredients.

Key players: Thorne Research, Klaire Labs/Pure Encapsulations.

Clinical Trials and Regulatory Approvals

The companies focus on good manufacturing practices (GMP) and sourcing of high-quality ingredients rather than clinical trials and regulatory approvals for the thyroid support supplements.

Key players: NOW Foods, Zhou Nutrition

Formulation and Final Dosage Preparation

The formulation and final dosage preparation of the thyroid support supplements involves the blending of specific raw materials in precise proportions to ensure efficacy and ingredient compatibility, which are then compressed into tablets or encapsulated in capsules.

Key players: NOW Foods, Thorne Research.

Packaging and Serialization

The packaging of the thyroid support supplement involves the use of materials like opaque HDPE plastic or amber glass bottles for light, moisture, and oxygen protection, whereas the serializations are not mandatory.

Key players: NOW Foods, Thorne Research.

Patient Support and Services

Extensive educational content through educational blogs and basic customer services like inquiries about the orders, product ingredients, and dosage suggestions are involved in the patient support and services of the thyroid support and supplement.

Key players: Thorne Research, Klaire Labs/Pure Encapsulations.

Company Landscape

Top Company 1: NOW Foods

Company Overview

• Corporate Information: 
  • Headquarters: Bloomingdale, Illinois, USA
  • Year Founded: 1968
  • Ownership Type: Privately held (Family-owned)
• History and Background: 
  • Started as a small, family-owned business distributing supplements and natural foods in the Chicago area.
  • Grew into one of the largest independent manufacturers of natural products in the USA.
  • Strong focus on quality, affordability, and extensive in-house testing/manufacturing.
• Key Milestones/Timeline: 
  • 1968: Founded by entrepreneur Elwood Richard.
  • 1991: Opens state-of-the-art manufacturing facility in Bloomingdale, IL.
  • 2003: Receives A-rated Good Manufacturing Practice (GMP) certification from the Natural Products Association (NPA).
  • 2017: Expands facilities to include a new distribution center and manufacturing plant.
• Business Overview: 
  • Manufactures and distributes nutritional supplements, essential oils, natural foods, and personal care products.
• Business Segments/Divisions: 
  • Nutritional Supplements (Vitamins, Minerals, Herbal Extracts, Sports Nutrition)
  • Natural Foods (Oils, Sweeteners, Flours)
  • Personal Care (Essential Oils, Cosmetics)
  • NOW Pets
• Geographic Presence: 
  • Global: Products distributed to over 70 countries worldwide.
  • Strongest Presence: North America (USA, Canada).
• Key Offerings: 
  • Thyroid Support: NOW Thyroid Energy™, L-Tyrosine, Selenium, Iodine, and various B-vitamins crucial for thyroid function.
  • Multivitamins, single minerals, herbal supplements, and sports nutrition products.
• End-Use Industries Served: 
  • Retail consumers (Direct-to-Consumer via e-commerce/brick-and-mortar)
  • Health Food Stores
  • Mass-market retailers
  • Healthcare Practitioners (Indirectly)
• Key Developments and Strategic Initiatives: 
  • Mergers & Acquisitions: N/A (Focuses on organic growth and in-house capabilities).
  • Partnerships & Collaborations: Maintains partnerships with environmental and sustainability organizations. 
  • Product Launches/Innovations: Ongoing development focusing on bioavailability, clean-label, and non-GMO formulations. Introducing more organic and whole-food-based options.
  • Capacity Expansions/Investments: Continuous investment in manufacturing and analytical labs for rigorous quality control.
  • Regulatory Approvals: Maintains high compliance with FDA/GMP standards; actively involved in challenging fraudulent claims in the supplement industry.
• Distribution channel strategy: 
  • Multi-channel: Strong presence in online retail (e-commerce, Amazon), natural food stores, and conventional retail/pharmacies.
• Technological Capabilities/R&D Focus: 
  • Core Technologies/Patents: Focus on advanced analytical testing methods for identity, purity, and potency.
  • Research & Development Infrastructure: Extensive in-house testing laboratories (including chemical, microbiological, and sensory labs).
  • Innovation Focus Areas: Bioavailability, clean-label ingredients, and third-party testing transparency.
• Competitive Positioning: 
  • Strengths & Differentiators: Vertical integration (in-house manufacturing and testing), commitment to affordability, and high quality-control standards. Known for extensive testing against competitors.
  • Market presence & ecosystem role: A dominant independent leader in the affordable, high-quality segment of the supplements market; estimated to hold a 10% market share in Thyroid Support Supplements (2024).
• SWOT Analysis: 
  • Strengths: Strong brand trust/recognition, excellent quality control (in-house labs), competitive pricing, broad product line.
  • Weaknesses: Private ownership limits public financial transparency; perception as a budget brand in some premium circles.
  • Opportunities: Growing demand for non-GMO/organic products, expansion of international distribution, and increased focus on condition-specific formulas like thyroid support.
  • Threats: Increased regulatory scrutiny on supplements, intense price competition, and fraudulent products in the market.
• Recent News and Updates: 
  • Press Releases (Latest 2024/2025): Continues to issue public statements and perform third-party tests on competitor products to expose misleading labeling and quality issues, emphasizing industry transparency in late 2024/2025.
  • Industry Recognitions/Awards: Frequently recognized by natural products associations for product quality and customer service.

Top Company 2: Nestlé S.A. (Nestlé Health Science)

Company Overview

• Corporate Information: 
  • Headquarters: Vevey, Vaud, Switzerland
  • Year Founded: 1866
  • Ownership Type: Publicly Traded (SIX: NESN)
• History and Background: 
  • Nestlé is a massive multinational food and beverage processing conglomerate.
  • Nestlé Health Science (NHS) was established in 2011 to focus on science-based nutritional health solutions.
  • Its significant presence in the thyroid support and broader supplement market was greatly amplified by the $5.75 billion acquisition of The Bountiful Company in 2021, which includes major supplement brands like Nature's Bounty and Solgar.
• Key Milestones/Timeline: 
  • 1866: Nestlé was founded.
  • 2011: Nestlé Health Science (NHS) is created.
  • 2021 (April): Nestlé, in partnership with KKR, acquires the core brands of The Bountiful Company (including Nature's Bounty, Solgar, Osteo Bi-Flex, and Puritan's Pride) for $5.75 billion, significantly boosting its presence in the vitamin and supplement space, which includes thyroid support products.
  • 2022-2025: Continues integrating acquired brands and leveraging the global distribution network.
• Business Overview: 
  • Parent Company (Nestlé): World's largest food company.
  • Nestlé Health Science (NHS): A global leader in nutrition, focusing on Consumer Care, Medical Nutrition, and Vitamins, Minerals, and Supplements (VMS), where thyroid support falls.
• Business Segments/Divisions: 
  • Parent Segments: Powdered and Liquid Beverages, Water, Milk Products and Ice Cream, Nutrition and Health Science, Prepared Dishes and Cooking Aids, Confectionery.
  • NHS Segments: Consumer Care (VMS, Active Nutrition), Medical Nutrition.
• Geographic Presence: 
  • Global: Operates in nearly every country worldwide.
  • VMS Market: Strong presence in North America and Europe via brands like Nature's Bounty and Solgar. 
• Key Offerings: 
  • Thyroid Support (via NHS brands): Nature's Bounty Thyroid Support, Solgar Formula VM-75, and specific single-ingredient supplements (Selenium, Iodine, B12, Ashwagandha) from Nature's Bounty, Solgar, and Pure Encapsulations (another NHS brand focused on practitioner lines).
  • Wide range of VMS, medical nutrition, digestive health, and protein products.
• End-Use Industries Served: 
  • Mass-market retail (Supermarkets, Pharmacies)
  • E-commerce
  • Healthcare/Clinical Settings (Medical Nutrition)
  • Health Food Stores (via specialized brands like Solgar)
• Key Developments and Strategic Initiatives: 
  • Mergers & Acquisitions: Acquisition of The Bountiful Company (2021), significant portfolio expansion in the VMS market. Acquisition of Persona (personalized nutrition) in 2019.
  • Partnerships & Collaborations: Collaborations with biotech firms and research institutions to develop personalized and evidence-based nutritional products.
  • Product Launches/Innovations: Focus on integrating scientifically-backed ingredients and moving towards cleaner labels and sustainable packaging across the portfolio. Launch of ThyroLove (a thyroid and immune support supplement) by a partner in the US in late 2025 (as mentioned in a future forecast).
  • Capacity Expansions/Investments: Ongoing investment in R&D and manufacturing to support the VMS portfolio's growth, leveraging Nestlé's global supply chain.
  • Regulatory Approvals: Operates under strict regulatory compliance globally; leverages scientific rigor for product claims.
• Distribution channel strategy: 
  • Omnichannel: Utilizes Nestlé's vast global retail network (supermarkets, hypermarkets, drug stores) complemented by a strong push in e-commerce and specialized health/practitioner channels for its premium brands (e.g., Pure Encapsulations).
• Technological Capabilities/R&D Focus: 
  • Core Technologies/Patents: Extensive portfolio of patents in nutritional science, delivery systems, and clinically tested ingredients.
  • Research & Development Infrastructure: Global R&D centers, including the Nestlé Research Center, focused on personalized nutrition, gut health, and metabolic health.
  • Innovation Focus Areas: Personalized nutrition solutions, gut-brain axis, functional foods, and condition-specific supplements (like thyroid/hormonal support) backed by clinical evidence.
• Competitive Positioning: 
  • Strengths & Differentiators: Unparalleled global distribution and financial scale; strong scientific backing (NHS); brand equity from acquired Tier 1 VMS brands (Nature's Bounty, Solgar).
  • Market presence & ecosystem role: A dominant Tier 1 player in the overall VMS market, leveraging its scale to command a significant collective share in specialized segments like thyroid support, particularly through mass-market retail and practitioner channels.
• SWOT Analysis: 
  • Strengths: Massive financial and distribution scale, strong science-based R&D, portfolio of highly recognized VMS brands, vertically integrated supply chain.
  • Weaknesses: Global corporate reputation risks, potential conflicts between mass-market and premium/practitioner brand positioning.
  • Opportunities: Growth in personalized nutrition, penetration of emerging markets, and capitalizing on the rising trend of self-care and preventive health.
  • Threats: Intense competition from specialized, independent supplement brands, regulatory changes in different global markets, and increased consumer demand for ingredient transparency.
• Recent News and Updates: 
  • Press Releases (Latest 2024/2025): NHS continues to report strong organic growth in its VMS division, driven by consumer focus on health and immunity (2024 earnings reports).
  • Industry Recognitions/Awards: NHS brands like Solgar and Pure Encapsulations frequently receive industry awards for product excellence and ingredient quality.

Which are the Thyroid Support Supplements Market Top Vendors and Their Offerings?

Which are the Top Companies in the Thyroid Support Supplements Market?

• Nature’s Way/Nature's Bounty
• Solgar
• GNC (General Nutrition Centers)
• Nutraceutical/Matrix brands
• Jarrow Formulas
• Himalaya
• Ritual/Care/of/D2C startups 
• Vitamins & Supplements arms of major pharma (Bayer/Nestlé Health Science via brands)
• Vitabiotics/Swisse
• MegaFood
• Doctor-recommended brands
• Nutraceutical ingredient suppliers: DSM, BASF
• Ayurvedic/herbal formulators
• Regional e-commerce startups/private label brands
• Specialist thyroid supplement brands

Recent Developments in the Thyroid Support Supplements Market: The Latest Market Shifts

• In September 2025, a thyroid and immune support supplement that is ThyroLove, was developed and launched by Inna Topiler, MS, CNS, founder of Complete Nutrition and Wellness and host of Thyroid Mystery Solved for Hashimoto's thyroiditis and hypothyroidism patients.
• In April 2025, a successful acquisition of Thyquidity®, which is a Levothyroxine Sodium Oral Solution of Azurity Pharmaceuticals, Inc., was announced by Jerome Stevens Pharmaceuticals, Inc.

Segments Covered in the Report

By Product/Ingredient

• Mineral/Vitamin-based supplements (Iodine, Selenium, Zinc, B vitamins)
• Herbal/Adaptogen blends (Ashwagandha, Guggul)
• Amino-acid based (L-tyrosine)
• Combination/formula products (multi-ingredient)
• Specialty/probiotic-linked thyroid support

By Formulation/Dosage Form

• Tablets & Capsules
• Powders & Liquid Extracts
• Chewables, Lozenges

By Distribution Channel

• Pharmacies & Health Stores
• E-commerce/Online Retail
• Supermarkets & Specialty Retailers
• Healthcare Practitioners/Clinics (nutraceutical recommendations)

By Region

• North America  
  • U.S.
  • Canada
  • Mexico
  • Rest of North America
•  South America  
  • Brazil
  • Argentina
  • Rest of South America
• Europe  
  • Western Europe   
    • Germany
    • Italy
    • France
    • Netherlands
    • Spain
    • Portugal
    • Belgium
    • Ireland
    • UK
    • Iceland
    • Switzerland
    • Poland
    • Rest of Western Europe
  • Eastern Europe   
    • Austria
    • Russia & Belarus
    • Türkiye
    • Albania
    • Rest of Eastern Europe
• Asia Pacific 
  • China
  • Taiwan
  • India
  • Japan
  • Australia and New Zealand,
  • ASEAN Countries (Singapore, Malaysia)
  • South Korea
  • Rest of APAC
•  MEA  
  • GCC Countries  
    • Saudi Arabia
    • United Arab Emirates (UAE)
    • Qatar
    • Kuwait
    • Oman
    • Bahrain
  • South Africa
  • Egypt
  • Rest of MEA