Elevate VMS among health solutions, address the distinctive needs of men and women, and explore new frontiers in lifestyle-oriented offerings.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This report examines consumers’ consumption behaviours and attitudes toward vitamins, minerals and dietary supplements in all formats. The product of focus includes all, but is not limited to, those with nutrition and/or health claims.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Consumption frequency of VMS maintains steady momentum
- Convenience stores are fuelling VMS growth with a ‘health within reach’ approach
- Graph 1: launches of vitamins, minerals and supplements, by store type, 2020-25
- VMS must clarify their role in long-term wellness to stay competitive among health solutions
- Graph 2: attitudes towards longevity, 2025
- VMS is expanding : Mintel’s Reports reveals a clear progression
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REFINE VMS TO WIN AMONG HEALTH SOLUTIONS
- VMS success depends on effectiveness and efficiency
- Graph 3: attributes associated with health product solutions, 2025
- Now: focus on fast results and lasting benefits to stand out among health solutions
- Graph 4: attributes associated with health product solutions, 2025
- Taste is not a dealbreaker in repeat purchases
- Graph 5: launches of vitamins, minerals and supplements, by format type. 2020-25
- Now: communicate results and long-term benefits
- Now: establish everyday routines for continuous and effortless usage
- Next: elevate efficacy by offering advanced formulations
- Next: portray post-consumption pathway viability to showcase absorption efficiency
- Address the switchers by balancing realistic expectations with effective messaging
- Graph 6: attitudes and behaviours towards vitamins, minerals and supplements, by segment, 2025
- Next: empower consumers to trust the process for sustained usage and worthwhile efficacy
- Timeframe for expected results varies by health benefits
- Graph 7: expected results timeline for different VMS benefits, 2025
- Next: align expected onset time with specific health benefits in potency communication
- Next: emphasise immediate nutrient absorption through innovative formats
- Future: precision-medicine-inspired concept is revolutionising personalised VMS
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INNOVATE TO MEET UNIQUE LIFESTYLE NEEDS OF MEN AND WOMEN
- Result-oriented and high-quality offerings outweigh brand reputation when repurchasing
- Graph 8: factors for continuous purchase of vitamin, mineral or dietary supplement product for consumption, 2025
- Emphasise efficacy-oriented strategies to appeal to female consumers
- Highlight value for money and convenience in product communication to attract men
- Now: focus on results-driven messaging and noticeable milestones to encourage women’s continuous usage
- Now: leverage value-for-money communication and maximising output to attract cost-conscious male consumers
- Now: maximise cost effectiveness by providing all-in-one benefits
- Next: effectively address gender-specific health needs
- Graph 9: health concerns that consumers think can be effectively addressed by taking vitamins, minerals or dietary supplements, by gender, 2025
- Graph 10: health concerns that consumers think can be effectively addressed by taking vitamins, minerals or dietary supplements, by gender, 2025
- Next: tailor products targeting different aspects of women’s health and wellness
- Next: empower women’s wellness by supporting them through every phase of womanhood
- Next: shed light on ageing men’s health solutions during andropause
- Next: boost men’s sexual wellness needs
- Next: tailor products targeting different aspects of men’s health and wellness
- Future: tailor products to the different lifestyles of men 40+ who are transitioning to the next phase
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ENGAGE REACTIVE CONSUMERS WITH LIFESTYLE-ORIENTED SLEEP HEALTH SOLUTIONS
- Now: VMS users are occasional, and brands need to meet them as they are
- Graph 11: factors that would encourage continual purchase of a vitamin, mineral or dietary supplement, by reactive consumers, 2025
- Now: create product branding that resonates with specific occasions
- Next: focus on niche urgent lifestyle needs like sleep health
- Graph 12: health concerns that consumers think can be effectively addressed by taking vitamins, minerals or dietary supplements, by reactive consumers, 2025
- Next: move away from ‘falling asleep quicker’ to address quality and restorative sleep
- Next: harness the gut-sleep axis for probiotic formulations
- Next: opportunity lies in connecting broader lifestyle wellness to sleep health
- Next: design life-phase-specific offerings to complement sleep wellness
- Graph 13: reactive consumers who agree with the statement ‘I believe more life-stage-specific vitamins, minerals and dietary supplements are needed in the market’, by generation, 2025
- Next: link sleep health with daily vitality to address ageing concerns
- Future: integrate time-release technology and sleep stage tracking from fitness watches to enhance nutrient synergy with sleep cycles
- Future: increasingly segmented lifestyles are driving hyper-targeted offerings
- Key takeaways
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APPENDIX
- Report definition
- Consumer research methodology
- TURF analysis
- Generations
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