Explore the latest innovation in vitamins, minerals and supplements in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the VMS market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global VMS market. Understanding global trends in the VMS market has never been so easy.
To discover more about the global VMS market, read The Future of VMS or take a look at Mintel’s extensive health & wellbeing research.
Meet the Expert Behind the Analysis
This report was written by Shiyan Zering, Beauty and Personal Care Analyst at Mintel. Shiyan joined Mintel in 2022, writing UK reports on beauty, personal care, and OTC categories. She has over six years of previous experience in the colour cosmetics sector, in both consumer and artistry-facing roles.
Innovation in VMS spotlights women’s health, stress relief, and energy boosts as pivotal areas for brand focus.
Shiyan Zering
Beauty and Personal Care Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Vitamins, Minerals & Supplements: 2025
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: focus on women's health
- Diversify women’s health supplements
- VMS innovation targeting women is niche
- Graph 1: share of launches in vitamins, minerals and supplements carrying female and maternal claims, 2020-25
- Innovation puts women’s wellness in the spotlight
- Focus on egg health for fertility
- Europe: support sleep and help consumers de-stress
- Strengthen the connection between sleep and health
- Sleep aiding and stress relieving claims are underused in VMS innovation
- Graph 2: share of launches in the vitamins, minerals and supplements category carrying a functional-stress & sleep claim, 2020-25
- NPD caters to stressed and sleep deprived consumers
- Consider on-trend 'fountain of youth' ingredients NAD+ and NMN
- The Middle East & Africa (MEA)
- Standout NPD is playful and focuses on ingredient efficacy
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ASIA PACIFIC (APAC)
- Asia: elevate the focus on bone health
- Benefit bone health
- Innovations featuring bone health claims increase
- Milk-based and dairy-free formulas, and patch formats focus on bone health
- Asia: energising formulas can expand
- Consumers are eager for energy boosts
- Offer an alternative to energy drinks
- Graph 3: share of VMS launches carrying a functional-energy claim, 2020-25
- Energy-boosting NPD targets different demographics and needs
- Australia & New Zealand
- ANZ innovation focuses on low FODMAP formulas and novel formats
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THE AMERICAS
- North America: focus on hairloss
- Hairloss concerns are prevalent
- Capture spend by targeting consumers taking a holistic approach to hairloss
- Graph 4: launches featuring the anti-hairloss claim, by category, 2020-25
- Anti-hairloss VMS innovation points to naturalness and efficacy
- North America: fun formats
- Novel formats can make VMS easier and more fun to take
- Capsule formats lead, but chews/gummies show fastest growth in NPD
- Graph 5: VMS launches by top six formats, 2020-21 vs 2024-25
- Gummy and lollipop launches focus on the format and flavour to boost enjoyment
- Brand innovation: Tandy
- Latin America: help balance a wide range of lifestyle needs
- Latin American consumers adopt healthy habits
- NPD targets healthy lifestyle balancing
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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