Consumption of vitamin, mineral, and botanical phytonutrient (phytochemical) products continues to evolve in supplementing consumers’ diets. Shaped by their attitudes toward health, consumers use these products in their diet toward achieving well-being. Factors that influence purchase and consumption include personal experience, perceived health needs, habits and practices, referral, brand, claim, convenience, and price. Regulation and safety concerns shape the industry and the communications that reach consumers. Consumer education, positive messaging, awareness of ingredients, and associated health effects are recognized as playing important roles in guiding understanding and usage. This chapter covers multivitamin/multimineral and botanical dietary supplements. Definitions including sources of information available to consumers are provided. Design and development challenges are followed by a discussion on sensory cues, alternative formats and perceived fit, compromises for health benefits, changing attitudes and growing awareness regarding health claims, and finally what can be done to influence consumers’ acceptance and inclusion of supplements in their diet. Nutrigenomics is leading new discoveries for dietary supplements and moving us toward personalized nutrition as new technologies become available.