Americans Trade Multivitamins for Targeted Supplements

Americans are rethinking how they take care of their health, trading generic multivitamins for supplements tailored to their individual needs.

A groundbreaking study spanning 25 years and over 63,000 adults reveals a major shift in how we approach daily wellness. While overall supplement use jumped from 51% to 60% between 1999 and 2023, multivitamin use actually dropped from 35% to 31%.

Instead, people are reaching for specific vitamins and minerals that target their unique health concerns. Vitamin D, magnesium, zinc, and vitamin B12 saw the biggest increases, while newer supplements like turmeric, ashwagandha, elderberry, collagen, and probiotics are gaining popularity.

The trend got an extra boost after the pandemic, when immune-supporting supplements like zinc and vitamin D surged. Researchers at Memorial Sloan Kettering Cancer Center and Harvard found that adults 65 and older led the charge, with supplement use rising from 62% to 78% in this age group.

This personalized approach reflects a broader longevity movement, where people seek targeted solutions for immune support, gut health, skin health, and joint wellness. Women, higher earners, and people with health insurance are leading the trend.

Los Angeles dietitian Ilana Muhlstein sees both promise and caution in this shift. She loves that people are becoming more intentional about their health but worries many are following wellness influencers instead of consulting doctors and dietitians.

Muhlstein particularly recommends multivitamins for people taking GLP-1 weight loss medications, who may be eating 15% to 30% less food and therefore missing key nutrients. She also endorses daily probiotics, magnesium, vitamin D3, and elderberry for immune support.

The Bright Side

This shift represents Americans taking active ownership of their health rather than relying on generic solutions. People are educating themselves and seeking products that address their specific needs, from joint health to immune function to skin vitality.

The movement toward personalized wellness shows we're moving past one-size-fits-all thinking. However, Muhlstein urges caution in an unregulated market where margins are high and quality varies widely.

She recommends only taking supplements that undergo third-party testing for safety, quality, pesticides, arsenic, and heavy metals. The best products test each individual ingredient separately, ensuring what's on the label matches what's in the bottle.

Americans are learning that being healthy means being informed, intentional, and selective about what goes into their bodies.