Mexico’s Supplement Industry Keeps Growing: ANAISA

Mexico’s nutritional supplement industry is undergoing rapid growth, driven by changing consumer habits, a stronger focus on health, and the expansion of digital sales channels, explains Karem Sánchez, President, National Association of Nutritional Supplements Industry (ANAISA).

"We are in an ecosystem that is growing, with vibrant companies that have the capacity to deliver the ingredients we need to truly achieve holistic health and work with the concepts of health, beauty, and longevity," says Sánchez.

The Mexican supplement market was valued at MX$58 billion (US$2.9 billion) in 2023, reflecting a 23% cumulative growth since 2018, according to data from the ANAISA. Projections indicate that the market could reach nearly MX$91 billion (US$4.55 billion) by 2028, with growth concentrated in areas such as digestive health, mental well-being, active aging, and personalized nutrition.

This expansion reflects a shift in consumer perception. Health is increasingly viewed as a priority, particularly in a country where 75% of the population is overweight and chronic diseases remain the leading cause of death, according to Sánchez. Post-pandemic awareness has further reinforced the role of preventive care, healthy lifestyles, and supplementation.

This industry is segmented into three key areas including health, wellness, and sports, explains the ANAISA. Health supplements, which include products supporting digestion, the immune system, and circulation, account for nearly 60% of the market with an estimated value of MX$35 billion (US$1.75 billion). The wellness segment, focused on balance, relaxation, and weight management, represents MX$19 billion (US$1 billion) and has grown by 32%. Sports nutrition, with products for hydration, muscle development, and recovery, is valued at MX$4.5 billion (US$225 million).

Digestive health has emerged as a leading category, representing 26% of industry sales in 2023, says Sánchez. Interest in the gut-brain axis and the role of microbiota in overall well-being has boosted demand for fibers, probiotics, and related products. Immune health accounts for 12% of the market, while supplements for weight management, muscle development, and cognitive performance are also showing steady growth.

Distribution channels are diversifying as well. Pharmacies remain the largest sales channel, representing 45% of the market, followed by direct sales at 41%. E-commerce, though smaller at 5.7%, is expanding rapidly, with forecasts suggesting it could surpass 15% of industry sales by 2028. Specialized stores and supermarkets also play a growing role, offering consumers greater access to supplements.

At the same time, consumer expectations are evolving. Demand for natural ingredients, sustainable packaging, and scientifically backed products is shaping purchasing decisions. Younger consumers in particular are driving online sales and are more likely to seek personalized solutions, innovative formats such as gummies and gels, and holistic health approaches that combine supplementation with exercise, rest, and mental health practices.

Consumers over 70 are increasingly adopting lifestyles that include travel, work, and physical activity, supported by supplementation aimed at maintaining vitality. Meanwhile, younger segments are prioritizing mental health, stress management, and cognitive support.

Despite strong growth, the sector faces challenges. Informal and unregulated products continue to circulate in parallel markets, often making unverified claims and posing risks to consumers.