Half of Latin American Households Use Supplements Regularly

A study by the Latin American Alliance for Responsible Nutrition (ALANUR) found that more than 50% of households in Latin America have at least one person who regularly consumes dietary supplements, with the highest levels of use concentrated in Central America.

Research highlights changing habits around nutrition and wellness in the region, especially among women and middle- to high-income households. “The challenge for the industry is significant. There are still myths about what supplements are and what they do,” says Elizabeth Díaz, Executive Director, ALANUR. “Working with authorities and strengthening regulation will bring us closer to achieving cross-border nutritional support,” Díaz adds. 

The descriptive study analyzed motivations, consumption habits, and perceptions related to supplements across Central America. It found that three in four users surveyed were women, and that usage was most common among individuals from medium (38%) and high (43%) socioeconomic groups. Findings coincide with longstanding nutritional challenges in the region, where organizations such as the FAO report that over 37% of the Central American population faces food insecurity. In 2022, the PAHO, estimated that 9.1 million people in the region experienced hunger.

While supplement consumption has increased, misconceptions persist. Around 41% of Central American participants held inaccurate beliefs about the purpose of supplements. Among the most common were that supplements are only for athletes (30%), that they are “magical” products (26%), or that they work the same for everyone (26%). ALANUR President Camille Woitiske emphasized that supplements are intended to complement, not replace, a balanced diet.

Access to supplements varies across countries. In Panama, pharmacies remain the dominant distribution channel, accounting for 50% of sales. In Honduras, no participants reported purchasing supplements online, pointing to the continued importance of traditional retail. Nicaragua showed high daily usage, with 78% of respondents using supplements, mostly vitamins and minerals, as part of their health and wellness routines. In Costa Rica, no usage was reported among low-income households, which may reflect limited access in communities with the greatest nutritional vulnerability.

In El Salvador, 50% of participants said they used supplements monthly but without a clear motivation, and in Guatemala, disease prevention was the leading reason given, showing an inaccurate perception of supplement functionality. These findings underscore an opportunity for targeted education campaigns to clarify appropriate use.

The report also revealed changes in purchasing habits. Pharmacies are the leading point of sale regionwide (34%), followed by online platforms (26%), specialized stores (23%), and supermarkets (17%). The growth of e-commerce suggests shifting preferences, though adoption varies widely by country.

To address regulatory inconsistencies, health authorities in six Central American countries are working together to develop a harmonized framework for dietary supplements. According to Díaz, the joint effort is significant and complex but necessary to ensure consumer trust and product safety across borders.