Vitamin and Supplement Websites Draw About Twice the Share of Visitors 65 and Older
On the typical vitamin and supplement website connected to Diib, about 11% of visits come from people 65 and older, roughly double the typical website. The pattern has held for 12 straight months.
If you sell vitamins or supplements online, a bigger slice of your visitors is 55 or older than on most websites, and nearly half of visits to these sites come from phones. Small text, tiny buttons and fiddly checkout steps can turn away older shoppers.
Google Analytics 4 (GA4) estimates the age and gender of some of your visitors. That tells you who you’re actually building your website for, and for vitamin and supplement businesses the answer is older than most.
What the data shows
Diib looked at the latest GA4 age and gender data (each site’s most recent report in the 90 days up to October 2026) for websites connected to Diib. Each site’s share is measured among visits where GA4 knew the visitor’s age and gender, and we compared the median site in each group.
- On the median vitamin and supplement website (103 sites), 11% of visits came from people 65 and older, versus 5% across all 14,753 sites with this data. More than half of supplement sites (55%) got at least 10% of their visits from this age group, compared with 28% of other sites.
- Visitors aged 55 to 64 made up 17%, versus 11% for the typical site. The youngest group, 18 to 24, was about half the usual share.
- Women accounted for 66% of visits, versus 51% for the typical site.
- It isn’t a one-month blip. In each of the last 12 complete months (October 2025 to September 2026), the 65-plus share for supplement sites ran between 11% and 14%, versus 5% to 6% for all sites.
An older audience doesn’t mean a desktop audience. Over the most recent 30 days of data (ending mid-October 2026), phones brought 46% of visits to the median supplement website (340 sites), versus 37% for all 65,703 sites. Supplement sites had a higher phone share in all 12 of those months as well.
What this does and doesn’t tell you
This is aggregated Diib data from websites connected to Diib, so it reflects those businesses, not every supplement brand. GA4 only reports age and gender for some visitors, so the shares describe the visits it could identify. Phone share is measured across all visitors, not by age. A likely explanation is that health and nutrition questions tend to matter more with age, but the data shows who visits, not why, or whether those visitors buy more.