US Vitamins, Minerals and Supplements Market Report 2025
The US market for vitamins, minerals and supplements (VMS) is undergoing a transformation, with consumers no longer content with generic health products.
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EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast
- Market predictions
- What consumers want and why
- Opportunities
- Cater to personalization demands
- Innovate formats to address market saturation and pill fatigue
- Embrace transparency through ingredients and benefit expectations
- Graph 1: select VMS purchase influencers, 2025
- Leverage digital channels for consumer education, especially for younger consumers
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Market Dynamics
- Market context
- US Economic snapshot
- Consumer sentiment dipped as near-term inflation expectations worsen
- Graph 2: 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 3: 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 4: 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
- Consumer fast facts
- VMS usage
- Consumers are familiar with VMS products, with vitamins leading usage charge
- Graph 5: VMS usage, 2025
- Most consumers are familiar with VMS products
- Capitalize on widespread VMS familiarity to drive NPD
- Recognize VMS usage may be financial privilege for consumers
- Graph 6: VMS usage, by income, 2025
- Expand the outreach of products through premium tiered options
- Use clear visual aids to ensure accessibility regardless of language proficiency
- Graph 7: VMS usage, by language spoken, 2025
- Use clear visual aids to ensure accessibility regardless of language proficiency
- VMS usage frequency
- Prepare educational resources for consumers as frequency of VMS usage increases
- Graph 8: VMS usage frequency, 2025
- Educate younger consumers without overwhelming them with commitment
- Graph 9: VMS usage frequency, by age, 2025
- Bridge the gap: craft inclusive messaging to reach all education levels
- Graph 10: VMS usage frequency, by education, 2025
- Tackle the healthcare trust paradox of (BI)POC consumers
- Graph 11: VMS usage frequency, by race/ethnicity – Black or African American and Hispanic or Latino/Latina, 2025
- Number of VMS products in routine
- Help curb pill fatigue through alternative formats
- Graph 12: number of VMS products in routine, by age, 2025
- The number of VMS differs based on segmentations: minerals and supplements have more leeway
- Graph 13: number of VMS products in routine, by VMS usage, 2025
- The number of VMS differs based on segmentations: minerals and supplements have more leeway
- While there may be some overlap, BPC behaviors are distinct from VMS behaviors
- Preferred VMS formats
- Watch for gummies and functional F&D over the next few years
- Graph 14: preferred formats for VMS products, 2025
- Older consumers responsible for lead in traditional formats, but not for long
- Graph 15: preferred formats for VMS products, by age, 2025
- Take inspiration from examples like Nourished to drive innovation in the growing gummy format
- Leverage functional food and drink
- Graph 16: select preferred formats for VMS products – functional foods and drinks, 2025
- Functional foods: chocolates, seeds and fermented vegetables
- Functional drinks: NA adaptogenics, performance drinks and probiotic sodas
- Perceived consumer benefits of VMS
- Minerals and supplements have higher rates of expected benefits
- Graph 17: perceived benefits of VMS, by VMS usage, 2025
- Leverage Millennial attitudes to forecast future VMS trends…
- Graph 18: perceived benefits of VMS, by generation, 2025
- …however, focus VMS efforts on sexual health management for younger consumers
- Sexual health products should not only be women-focused
- Zinc supplements for testosterone issues: a trending topic among men on TikTok
- Target middle-income women with VMS products as a cost-effective beauty solution
- Graph 19: select perceived benefits of VMS – beauty health, by gender and income, 2025
- Target middle-income women with VMS products as a cost-effective beauty solution
- VMS purchase influencers
- Elevate quality and adaptability of products to sustain VMS growth
- Graph 20: VMS purchase influencers, 2025
- The tailored vs multifunctional debate continues…
- Graph 21: select VMS purchase influencers – tailored to specific health/needs and holistic approach, 2024
- Graph 22: select VMS purchase influencers – tailored to specific health/needs and holistic approach, 2025
- …but minerals and supplements tend to be associated with more tailored/specific approaches
- Graph 23: VMS purchase influencers, by VMS usage, 2025
- Prioritize quality to foster long-term customer loyalty over short-term gains
- Avoid “filler” ingredients to build trust with the 45+ audience
- Interest in VMS innovations
- Interest in VMS innovations continues to be stronger than skepticism
- Graph 24: interest in VMS innovation, 2025
- Leverage subscription services to balance the pros and cons of VMS innovation declining with age
- Graph 25: Interest in VMS innovations, by age, 2024
- Look to BPC for VMS bundle inspirations
- VMS supplements will see success by alleviating GLP-1-related symptoms, not by trying to replicate the medicine
- Graph 26: select interest in VMS innovations – GLP-1 compounded supplements, 2025
- VMS supplements will see success by alleviating GLP-1-related symptoms, not by trying to replicate the medicine
- Channels used for VMS information
- Build trust with educational content and sponsorship by professionals
- Graph 27: VMS information channels, 2025
- Use social media to make VMS information as digestible as possible…
- Graph 28: VMS information channels, by education, 2025
- …especially for younger male consumers navigating misinformation
- Attitudes and behaviors around VMS
- Highlight ingredient transparency and natural claims, while still making them financially attainable
- Graph 29: attitudes and behaviors around VMS, 2025
- More effort is needed to break the immediate gratification complex in younger consumers
- Simplify ingredient and benefit information in VMS for Black parents
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- barrìere launches “edgy” VMS patches
- SOULEL × NUTRIVØ̈RE: expanding choices for consumers seeking both animal-based and plant-based supplements
- Rise in natural products in supplements: shilajit
- Graph 30: date published and shilajit claim in product launches, 2020-25
- Rise in natural products in supplements: shilajit
- Functional mushrooms continue to influx the space, look for new species that enter the market
- Graph 31: product launches with mushroom-based claims, 2020-25
- Rise in natural products in supplements: “new mushrooms”
- Marketing and advertising
- Arma helps younger consumers build up their inventory
- Recess and Ritual tap into the sober-curious market with functional, adaptogenic drinks
- Hiya highlights how their product fights those new back-to-school pathogens
- Embracing happy ageing through VMS: the nutritional benefits of liquid formats
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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 32: number of VMS products in routine, 2025
- Perceived consumer benefits of VMS
- Graph 33: perceived benefits of VMS, 2025
- Channels used for VMS information
- Graph 34: VMS information channels, 2025
US VMS Market – Trends and Insights
- The US market for vitamins, minerals and supplements (VMS) is undergoing a transformation, with consumers no longer content with generic health products. Instead, they are actively seeking transparency and personalization in their health and wellness journeys.
- There is a strong desire for clear, comprehensive information about the origins of its ingredients to research-backed benefits.
- This shift toward tailored health solutions is undeniable, with 52% of consumers expressing interest in AI-driven personalized vitamins. This underscores a broader movement away from the traditional one-size-fits-all approach toward highly individualized regimens.
- While the VMS market faces challenges such as increasing saturation and more stringent regulatory landscapes, these very conditions also present substantial opportunities for growth and differentiation.
- Brands that are quick to innovate, embrace transparency and effectively communicate their unique value are exceptionally well-positioned to capture consumers in this increasingly competitive market.
Key Topics Analyzed in the Report
- Ingredient transparency vs benefit transparency
- Consumer demand for personalized VMS solutions
- Market dynamics and sales forecasts
- Impact of regulatory changes on the VMS market
- Trends in VMS product formats and innovations
- Consumer purchase influencers and motivations
| Report Attributes | Details |
|---|---|
| Published Date | October 2025 |
| Data Range | 2019 – 2030 |
| Measurement Metrics | Revenue in US $ |
| Country Focus | United States of America (USA) |
| Consumer Data | 2,000 internet users aged 18+, June 2025 |
| Number of Pages | 85 |
| Market Segmentation | Vitamins, Minerals, Supplements |
| Leading Companies in the US VMS Market | Nestlé (Nature’s Bounty, Vital Proteins, Osteo Bi-Flex, Garden of Life), Pharmavite (Nature Made, MegaFood), Haleon (Emergen-C), I-Health Inc (Culturelle, AZO), Quincy Bioscience (Prevagen), Unilever (OLLY), Force Factor, Opella (Qunol), Procter & Gamble (Align), Reckitt Benckiser Group plc (Schiff, Neuriva) |
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