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The US vitamins, minerals and supplements (VMS) market is set to expand over the coming years, with long-term projections indicating a market size of $41.1 billion by 2029. Brands that focus on personalization, innovation, and consumer education are likely to thrive in this evolving landscape.
The US VMS market is poised for significant growth, projected to reach $37.4 billion in 2024. This growth is driven by a shift towards personalized health solutions, with consumers increasingly seeking VMS products tailored to their unique needs. Additionally, delivery formats such as gummies, powders, and liquids are addressing pill fatigue, enhancing consumer engagement.
Consumer education remains crucial as a large segment of the market lacks awareness about the benefits of VMS products. This presents an opportunity for brands to establish themselves as trusted advisors through enhanced educational content. Regulatory changes, such as new laws in New York state and potential national legislation, will also play a significant role in shaping the market dynamics.
This report focuses on consumer behaviors 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:
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). Sales of vitamins, minerals and supplements through network (multilevel) marketing and practitioners are also excluded.
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.
Personalized VMS solutions, innovative delivery formats, and enhanced consumer education are crucial for brands to thrive in the evolving market landscape.
David Hamlette
Research Analyst; Health and Wellbeing
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