VMS products are a core pillar of Canadian wellness. The vast majority (86%) of Canadian adults have used vitamins, minerals, or supplements (VMS) in the past year, highlighting the category's near-universal appeal and consistent integration into daily routines.
VMS products are a core pillar of Canadian wellness. The vast majority (86%) of Canadian adults have used vitamins, minerals, or supplements (VMS) in the past year, highlighting the category’s near-universal appeal and consistent integration into daily routines. This widespread adoption is further driven by Canadians’ commitments to preventative healthcare, longevity, and the demands of an ageing population.
However, inflation and cost of living concerns are reshaping how Canadians view the VMS product landscape. Rising living costs mean consumers are scrutinizing value more closely, with affordability and proven results climbing the ranks of purchase priorities. At the same time, Health Canada’s enhanced regulations and a renewed “buy local” movement enable Canadian makers to leverage local pride and rigorous quality standards as key trust-builders.
Personalized, life-stage solutions present a significant growth opportunity, as products designed for specific groups, such as menopausal women or GLP-1 users, align with the growing demand for customization and expert medical guidance. This tailored approach also supports the case for premium pricing. However, the biggest challenge lies in the cost-driven shift toward generics and private labels, which undermines category margins and threatens the positioning of premium brands.
Wellness-focused consumers are relying on VMS products to support a healthy lifestyle. They seek personalized supports tailored to their unique objectives, life stages and health needs.
Meghan Ross, Senior Research Analyst – Home & Beauty
This Report focuses on consumer behaviours when using and purchasing vitamins, minerals and supplements.
This Report includes nonprescription, over-the-counter VMS in all formats, including liquid, tablet, gummy or chewables. The market has been divided into the following segments:
This Report excludes homeopathic products, prescription vitamins and vitamin-enhanced/-enriched food products (eg orange juice enriched or enhanced with calcium, energy drinks enhanced with vitamins or supplements, nutritional bars).
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