This study aimed to investigate consumers' preferences for health and dietary supplements while analyzing the factors influencing their choices. To achieve the first objective, a comprehensive survey was conducted among a diverse sample of consumers. The survey gathered data on preferences for various supplement types, considering factors such as brand reputation, ingredient transparency, and product effectiveness. For the second objective, a detailed analysis of the factors influencing consumer choices was performed using statistical methods.The findings of the study revealed a statistically significant difference in consumer preferences for different health and dietary supplements. The analysis indicated distinct inclinations among consumers, suggesting that individual preferences play a pivotal role in shaping the market landscape. Additionally, the investigation into influencing factors yielded noteworthy results, with the rejection of the null hypothesis suggesting that factors such as product effectiveness, brand reputation, and ingredient transparency significantly impact consumers' decisions. These insights provide valuable guidance for businesses in the health supplement industry, allowing them to tailor marketing strategies and product formulations to align with consumer preferences, ultimately enhancing market competitiveness and consumer satisfaction.