The Growing Complexity of Supplement Fulfillment The U.S. dietary supplements market is projected to surpass $70 billion by 2031, 1 fueled by consumer demand for wellness products, functional beverages, and personalized nutrition. Direct-to-consumer (DTC) supplement brands, from capsules and powders to ready-to-drink beverages, are capturing this momentum with subscription models, influencer-driven campaigns, and rapid product launches.