Explore the latest innovation in vitamins, minerals and supplements in 2024 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
This report is written by Georgia Stafford. Georgia joined Mintel in 2022, writing UK reports for the Beauty, Personal care and OTC categories. Before joining Mintel, Georgia studied International Relations, earning a BA from the University of Birmingham. During her studies, she gained knowledge and experience of research methods and international business.
Consumer interest in areas including eye health, skin conditions and gut health creates demand for specific VMS products which allow for custom wellness routines.
Georgia Stafford
Beauty & Personal Care Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: get on board with the gut health movement
- Educate on the benefits of good gut health
- Revive stagnant digestive and probiotic claims
- Graph 1: VMS launches with select claims, 2019-24
- Prove probiotics’ powers
- Gallinée focuses on the anti-ageing benefits of probiotics
- Europe: convenience is king
- Fill in the gaps in consumers’ diets
- Make supplements convenient and quick
- Graph 2: VMS product launches with an ease of use claim, 2019-24
- Ensure VMS products are easy to use
- Kefir brand Biotifiul enter the VMS space
- The Middle East & Africa (MEA)
- Help VMS consumers go green
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Asia Pacific (APAC)
- Asia: sugar-free products
- Deliver sugar-free supplements
- Help consumers sticking to low to no sugar diets
- Graph 3: VMS launches featuring select claims, May 2019-April2024
- Offer flavourful sugar-free supplements
- Use professional claims to bolster perceived expertise
- Asia: eye health takes centre stage
- Eyes on the prize: innovate in ocular health supplements
- Strike gold with marigold
- Graph 4: VMS launches featuring a functional – eye health claim, 2019-24
- Look to natural eye health boosting ingredients
- Australia & New Zealand: sexual and intimate health
- Help consumers with their intimate health
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the americas
- North America: mood and mental wellbeing
- Take note of consumers’ open mindedness towards stress management
- Be realistic about VMS products’ potential in regards to mood
- Help consumers feel in control of their mental wellbeing
- North America: skin disorder supplements
- Respond to consumers’ holistic view of skincare
- Put a spotlight on skin health
- Graph 5: VMS launches featuring select claims, 2019-24
- Get specific with skin concerns
- Latin America: aesthetic-enhancing supplements
- Beautify VMS routines
- Graph 6: VMS launches featuring a fuctional – skin, nails & hair claim, 2019-24
- Supplement skin and haircare regimens
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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