This report looks at the following areas:
- VMS type and usage frequency
- Concerns about taking VMS
- Health benefits consumers seek from VMS now and in the future
- Spending budget for VMS per month
- Interest in future VMS innovation
Bridge longevity to today's priorities, evolve vitamins, minerals and supplements (VMS) from functional efficacy to long-term resilience and unlock adoption through personalisation and habit-building formats.
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
- Across markets, VMS are evolving beyond their foundational health roles
- Graph 1: VMS launches, by functional claims, 2021-26
- VMS are seen as a health staple, yet they are often the first nutritional expense consumers cut when budgets tighten
- Graph 2: categories to cut back on during financial concerns, 2025
- Key movements in the VMS market over time, highlighted by Mintel’s Reports
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TURN LONGEVITY INTEREST INTO A PRODUCT POSITIONING STRATEGY
- Consumers are procrastinating about long-term wellness
- Graph 3: health benefits consumers desired by taking vitamins, minerals and supplements now and in the future, 2026
- Two growth levers: broad immunity appeal and targeted energy solutions
- Graph 4: health benefits consumers would like to get most by taking VMS now, 2026
- Now: lead in immunity-boosting solutions through ingredient superiority
- Now: address younger men’s demand for energy boosting benefits
- Next: create a bridge between future benefits and immediate needs to foster product adherence and consumer attention to long-term health
- Double down on longevity to scale up to the next frontier of long-term health offerings
- Next: reframing beauty supplements through cellular health
- Future: attention on zombie cells and ingredients for cell repair and recovery
- Future: supplements for cell health
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BUILDING HOLISTIC RESILIENCE AROUND LONG-TERM VMS USAGE
- Build VMS growth by prioritising safety reassurance
- Graph 5: concerns about taking VMS, 2026
- Reduce concerns about side effects by dialling up the naturalness narrative
- Graph 6: perception towards VMS, 2025
- Graph 7: VMS products consumers are interested in trying in the next five years, total vs consumers worrying about side effects, 2026
- Natural claims are becoming an essential part of functionality
- Graph 8: share of VMS launches, by products with at least one natural claim and functional claims, 2021-26
- Now: pair functional benefits with natural and plant-based components to tie safety with efficacy
- Next: design supplements around ingredient synergy to boost efficacy and reduce unnecessary load
- Next: use bioavailability to reduce safety concerns by lowering organ burden
- Next: leverage hepatoprotective ingredients for organ protection and detoxification
- Graph 9: launches of vitamins. minerals, and supplements, by liver-supporting ingredients, 2021-26
- Next: examples of organ care products utilising natural ingredients
- Next: examples of organ care products combining natural ingredients and science
- Next: pay special attention to striking the balance between gentleness and efficacy in women’s supplements
- Graph 10: concerns about taking VMS, by gender and age, 2026
- Next: build beauty resilience from within
- Next: win high-value users by reframing VMS as gentle, long-term support for metabolic resilience
- Graph 11: concerns about taking VMS, by consumer tiers*, 2026
- Next: link metabolic resilience to popular nutrition goals to attract consumers
- Next: leverage trending pro-metabolic ingredients to premiumise and build a long-term wellness ecosystem
- Future: strengthen resilience with innovation that mimics biological pathways
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REIMAGINE THE NEXT FRONTIER OF PERSONALISATION
- Personalisation is driven by the health literacy gap
- Graph 12: concerns about taking VMS, among consumers who are interested in personalised packs designed based on health goals, 2026
- The desire for personalised VMS extends far beyond the premium shopper
- Graph 13: consumer segments, by monthly willingness to spend on VMS, 2026
- Now: future product range ideas by spending power
- Younger consumers are more open to different ways to personalise their choices, while older consumers are strongly tied to tangible cues
- Graph 14: interest in different positioning of personalised VMS, by generation, 2026
- Now: turn health goals into a scalable personalisation framework for VMS
- Graph 15: 2026 health goals, by consumers who are interested in personalised VMS packs based on health goals, 2026
- Case study: Wellthy launches a new line of targeted health systems supplements
- Now: create a personalised wellness line to reflect Thai consumers’ health goals
- Next: provide personalisation for younger cohorts combining effective health goal management and lifestyle marketing
- Personalised supplements will become more precise and accessible
- Future: supplementation will shift from static to dynamic outcomes where consumers gain more control
- Key takeaways
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APPENDIX
- Report definition
- Abbreviations
- Generations
- Consumer research methodology
- Repertoire analysis
- Social data research methodology
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