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.
This report looks at the following areas:
- Market factors impacting the Canadian VMS market
- VMS usage
- Barriers to VMS usage
- Usage frequency
- Motivations for VMS use
- Formats used
- Important purchase factors when shopping
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
Market Definitions
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:
- vitamins including multivitamins (products that contain a combination of vitamins in one), and one- and two-letter vitamins (products that contain only one or two specific letter vitamins such as vitamin C tablets)
- minerals such as supplements based on mineral ingredients (eg calcium, iron)
- supplements such as CoQ-10, glucosamine and chondroitin products and other specific supplements; targeted supplement combinations, such as women’s health or joint health formulations; and herbs/botanicals, such as echinacea and St. John’s wort
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).
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
-
The Market
- Market context
- Economic snapshot
- Regulations in Canada
- Market drivers
- Emphasize consistency to defend against budget cutbacks
- Graph 1: Consumer Price Index, 2020-25
- Canada’s ageing population will be looking for age-related supports
- Graph 2: population aged 0-14 and 65+, 1988-2068*
- Tariff tensions boost interest in Canadian products
- Graph 3: ‘I am willing to pay more for domestically/locally produced goods if tariffs are imposed on imported products’ (% agreement), 2025
- Tariff tensions boost interest in Canadian products
-
CONSUMER INSIGHTS
- Consumer fast facts
- Product usage
- The majority of Canadian consumers are taking vitamins, minerals, or supplements
- Graph 4: vitamins, minerals and supplements used in the past 12 months, 2025
- Only a quarter of VMS users rely on a single product
- Women are taking a wider variety of VMS products
- Graph 5: vitamins, minerals and supplements used in the past 12 months (select), men vs women, 2025
- Older women are driving the increases for certain formats
- Graph 6: vitamins, minerals and supplements used in the past 12 months (select), by age, 2025
- Age-related concerns drive bigger repertoires
- Graph 7: number of VMS taken, by age, 2025
- Barriers to usage
- Help consumers recognize the need for VMS products to increase reach
- Graph 8: reasons for not using vitamins, minerals or supplements, 2025
- Affordability impacts VMS usage
- Graph 9: perceived financial health, by VMS usage, 2025
- Cost constraints inform VMS purchase decisions
- Graph 10: VMS value attitudes (% agree), by perceived financial health, 2025
- Comparing supplements to the cost of a meal to build value
- Usage frequency
- Most VMS users consistently incorporate these products into their routine
- Graph 11: frequency of taking VMS, 2025
- Women are more consistent with VMS usage
- Graph 12: frequency of taking VMS, by gender, 2025
- Medical concerns reinforce daily usage among older adults
- Motivations for using vitamins, minerals, or supplements
- The desire for wellness drives VMS product usage
- Graph 13: motivations for taking VMS, 2025
- Women’s VMS usage is more likely to be tied to medical concerns
- Graph 14: motivations for taking VMS (select), men vs women, 2025
- Enhancing vs addressing wellness concerns
- Graph 15: motivations for taking VMS, by age, 2025
- Consumers see the value of VMS products for healthy ageing
- Graph 16: ‘Using vitamins, minerals, or supplements contributes to healthy ageing’ (% agree), by age, 2025
- A majority of Canadians maintain healthy eating habits
- Expand motivations to address current dietary trends
- Help parents establish habits early…
- …by positioning VMS products as a pillar of family health
- Opportunities to target parents persist as children mature
- Formats used and planned to use
- Traditional formats are most commonly used
- Graph 17: VMS format usage in the past 12 months, 2025
- Alternative formats are more appealing to men
- Graph 18: VMS format usage in the past 12 months, men vs women, 2025
- Gummies and functional product usage is common among younger consumers
- Graph 19: VMS format usage in the past 12 months, by age, 2025
- Offer novel format options to boost user experience
- Blurring the lines between vitamins, supplements, and functional food and drink
- Purchase factors
- Pricing is a significant purchase factor
- Graph 20: important purchase factors when shopping for vitamins, minerals, or supplements, 2025
- Building value: a focus on ingredient quality
- Building value: a focus on dosing strength
- Shoppers of all ages value customized solutions, but go about it differently
- Graph 21: important purchase factors when shopping for vitamins, minerals, or supplements, by age, 2025
- Opportunity: Providing lifestage support for menopausal women
- Graph 22: important purchase factors when shopping for VMS products (select), women by age, 2025
- Priorities differ by racial background
- Graph 23: important purchase factors when shopping for vitamins, minerals, or supplements, by racial background, 2025
-
Competitive strategies
- Launch activity and innovation
- Technology supports personalized solutions
- 3D printing makes customization simpler
- Reassessing shifting needs to encourage widening repertoire
- Closer look: how will GLP-1 usage shift VMS usage
- GLP-1 usage is poised to shift the VMS needs of a growing user base
- Graph 24: usage of GLP-1 medication, 2025
- GLP-1 users have larger VMS product repertoires
- Graph 25: number of VMS taken, by GLP-1 drug usage, 2025
- Physician support is a key motivator
- Graph 26: motivations for taking VMS (select), by GLP-1 drug usage, 2025
- GLP-1 drug users are taking a closer look at VMS costs
- Graph 27: vitamins, minerals and supplements value attitudes (% agree), by GLP-1 drug usage, 2025
- Marketing and advertising
- Building loyalty through life stage support
- Young consumers trust online advice
- Graph 28: ‘I trust social media influencers for nutrition information’ (% agree), 2024
- There is an opportunity to responsibly support young men on their fitness journeys
- Fitness claims for women are softer
- Education: help consumers understand the ‘why’ and not just the ‘what’
- Education: partner with experts to help consumers filter out credible information
- Education: help consumers sift through huge variety of options
-
APPENDIX
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
€ 4400 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
