This Market Dynamics report features market data extracted from Mintel’s US Vitamins, Minerals and Supplements Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US VMS market. The full US report is available to purchase here.
Meet the Expert Behind the Analysis
This report was written by David Hamlette. David joined Mintel as a health and wellness reports analyst in August 2023. Prior to Mintel, he worked as an associate market research consultant in Chicago, providing qualitative insights for CPG and pharma companies. He graduated from George Mason University with a B.S. in Psychology, and the University of Chicago with a M.A. in Social Science.
In the VMS market, transparency and personalization are paramount. Consumers seek clear ingredient information, tailored solutions and innovative product formats to justify their financial investment.
David Hamlette
Research Analyst; Health and Wellbeing
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Market Dynamics
- Market context
- US Economic snapshot
- Consumer sentiment dipped as near-term inflation expectations worsen
- Graph 1: consumer sentiment index, 2022-25
- Market drivers
- Uncertainty of tariffs could have future effects on VMS product journey
- Consumers are increasingly prioritizing transparency in two key areas: benefits and ingredients
- The debate between lifespan and health span is increasingly shaping views on VMS
- Graph 2: select attitudes and behaviors around VMS products and select interest in VMS innovation, 2025
- The rise of clean labels + MAHA movement is driving greater formulation intentionality for brands
- Lemme GLP-1 supplement class action lawsuit highlights need for accurate claims
- Market size and forecast
- Retail sales and forecast of vitamins, minerals and supplements
- Graph 3: total market size and forecast fan chart of vitamin, minerals and supplements, 2019-30
- Retail sales and forecast of vitamins, minerals and supplements
- Market segmentation
- Retail sales of vitamins, minerals and supplements by segment
- Market share/brand share
- Sales of vitamins, minerals and supplements by company
- Pharmavite drives growth with a diverse range of products promoting holistic health
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Consumer Insights
- Perceived consumer benefits of VMS
- Minerals and supplements have higher rates of expected benefits
- Graph 4: perceived benefits of VMS, by VMS usage, 2025
- VMS purchase influencers
- …but minerals and supplements tend to be associated with more tailored/specific approaches
- Graph 5: VMS purchase influencers, by VMS usage, 2025
- Attitudes and behaviors around VMS
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Appendix
- Market definition
- Market size sources and methodology
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Vitamins sales, by company
- Minerals and supplement sales, by company
- Reasons for cessation/no usage of VMS products
- Number of VMS products in routine
- Graph 6: number of VMS products in routine, 2025
- Perceived consumer benefits of VMS
- Graph 7: perceived benefits of VMS, 2025
- Channels used for VMS information
- Graph 8: VMS information channels, 2025
About Mintel Market Dynamics
Mintel’s Market Dynamics reports are built from Mintel’s robust market size data. We pair these comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world.
Created by our team of expert analysts, Market Dynamics connects the dots between market forecasts, consumer sentiment, and brand innovations to give you the full story of how your market is evolving and what your next move should be.
How can Market Dynamics help your brand?
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