This report looks at the following areas:
- Challenges to VMS market expansion in Brazil
- The importance of longevity in shaping the category
- Format diversification as a strategy to drive adoption
- Cross-industry expansion: supplementation and the food industry
- Diversifying activities with a focus on beauty and wellbeing
- Creating consistency in consumer behaviour
The category is experiencing sales growth and becoming increasingly competitive. Rising market saturation is prompting brands to introduce innovative formats and seek new strategies to stand out.
Mariana Lombardo, Research – Mintel Reports
Market Definitions
This Report delivers an in-depth analysis of Brazilian consumers’ habits, attitudes and behaviors regarding vitamins, minerals and supplements (VMS), covering aspects related to health, nutrition, beauty and wellbeing. This edition examines usage patterns, including frequency and interruptions, as well as key drivers and motivations for consumption. It also explores preferred formats, purchasing behavior and interest in category innovations. Additionally, it identifies the factors that most influence VMS product choice from the consumer perspective, alongside the main sources of information consulted by the Brazilian public. While the Databook spans a broad range of categories, the selection presented here focuses on data with the greatest analytical relevance. Categories covered:
- Vitamins (eg vitamin C, vitamin D)
- Supplements (eg minerals like iron, zinc and substances like omega 3)
- Proteins (eg whey, collagen, amino acids)
- Functional foods
- Functional drinks
- Gummies
Collapse All
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EXECUTIVE SUMMARY
- What consumers want and why
- Challenges
- Opportunities
-
THE CONSUMER
- Category overview/consumer profiles
- Anticipate possible questions
- Beyond health
- VMS usage
- From trend to practice: it’s necessary to close the gap
- Overall health and immune support as key drivers of longevity
- Graph 1: VMS benefits, by VMS usage, 2025
- Adapt protein marketing to women
- Keep consumer loyalty with attractive costs
- Graph 2: VMS usage – proteins, by purchase influencers, 2025
- Revitalize protein consumption with multifunctional drinks…
- …and create indulgent alternatives for supplementation
- Social media drives awareness, but consumers prioritise expert guidance
- Graph 3: VMS information channel, 2025
- Minerals, coenzymes and other molecules as essential drivers of cellular health and longevity
- Emphasise longevity or cellular-level action
- VMS benefits and reasons for stopping
- Mental wellbeing and high energy levels emerge as priorities
- Graph 4: VMS benefits, 2025
- Verify and communicate to connect
- Treat mental health and fatigue with nootropics and playful proposals
- Report on the unseen impact of energy-boosting supplements
- Daily use of VMS is associated with better quality of life
- Graph 5: VMS benefits, by VMS usage frequency, 2025
- Improving sleep quality remains a critical consumer concern
- Explore natural ingredients in VMS aimed at sleep quality
- Graph 6: VMS benefits – improving sleep quality, by purchase influencers, 2025
- Consider different formats and technologies for controlled release systems
- Beauty from the inside out
- Unveil new approaches to beauty with supplementation
- New formats can create new usage occasions
- Helping consumers maintain discipline is crucial
- Graph 7: VMS reasons for stopping, 2025
- VMS usage frequency
- Is VMS a timely solution?
- Graph 8: VMS usage frequency, 2025
- Make VMS a daily habit focused on preventive health for men
- Reposition VMS as an ally for long-term wellbeing to combat misleading narratives
- Number of VMS products used
- VMS consumption remains outpaced by market diversity
- Consumption patters are similar across generations
- Graph 9: number of VMS products used, by generation, 2025
- VMS format
- The category is evolving and increasingly merging with food
- Graph 10: VMS format, 2025
- Supplementation in alternative formats gains relevance
- Graph 11: VMS formats, 2023 and 2025
- Partnerships and new formats are the ‘cool factor’ for the category
- Purchase influencers
- Medical expertise is as essential as affordability
- Graph 12: purchase influencers, 2025
- Younger generations are more self-taught but equally sensitive to price
- ARMRA helps younger consumers build their own stock of supplements
- Interest in VMS innovation
- Consumer interest in innovations drives the VMS industry
- Graph 13: interest in VMS innovation, 2025
- Be inspired by examples like Nourished to drive personalization through AI
- The category is maturing as new actives emerge
- VMS information channel
- Use experts to validate consumption in emerging categories
- Graph 14: VMS information channel, 2025
- Discovery strategies that drive social media engagement before purchase
- VMS attitudes and behaviors
- Turn clear communication into a competitive advantage
- Graph 15: VMS attitudes and behaviors, 2025
- Update communications across all consumer touchpoints
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KEY PLAYERS
- Companies and brands
- Merama strengthens foothold in Brazil’s supplements market
- Cimed sells stake to Singapore’s GIC sovereign wealth fund
- XP Asset invests $46.4 million in DUX Company to drive expansion
- Launches and innovations
- Puríssima focuses on personalized health and AI integration
- Cimed launches fitness candy for hair and nails
- Marketing campaigns and actions
- Vitafor focuses on real-life athletes
- Lavitan shifts brand strategy with Neymar Jr
-
THE MARKET
- Life expectancy rises among Brazilians
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APPENDIX – DEFINITION, METHODOLOGY AND ABBREVIATIONS
- Report definition
- Methodology
- Generations
- Abbreviations and definitions
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