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US Vitamins, Minerals and Supplements market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Vitamins, Minerals and Supplements market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Jana Vyleta, a leading analyst in Health & Personal Care, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Sales are beginning to slow as Mintel estimates growth for the vitamins, minerals, and supplements market in 2017. Consumer struggles with trust, cost, and the shopping experience are a challenge to the category, although many still believe in the benefits of these products. To best position themselves, category players should emphasize natural qualities, transparency, and online sales to drive growth. Jana Vyleta
Health and Personal Care Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This Report includes non-prescription, OTC (over-the-counter) vitamins, minerals, and supplements in all formats including liquid, tablet, gummy, or chewables. The market has been divided into the following segments:

Vitamins: including multivitamins (products that contain a combination of vitamins in one), and one- and two-letter vitamins (products that contain only one or two specific letter vitamins, such as vitamin C tablets);

Minerals: supplements based on mineral ingredients (eg calcium, iron);

Dietary supplements: such as CoQ-10, glucosamine and chondroitin products, and other specific supplements; targeted supplement combinations, such as women's health or joint health formulations; and herbs/botanicals, such as Echinacea and St. John's Wort.

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • VMS market growth remains steady
            • Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2013-23
          • The issues
            • Prior experience is the strongest influencer among key consumers
              • Figure 2: Previously used brand as purchase influencer, by age, June 2018
            • Value-driven young adults are the future of the market
              • Figure 3: Agree - usually buy store brand, by age, June 2018
            • Medical professionals lack engagement in VMS market
              • Figure 4: Agree - would be helpful if doctor recommended specific brands of VMS, by age, June 2018
            • The opportunities
              • Focus on functional benefits; stay current with health trends
                • Figure 5: Reasons for taking a vitamin, mineral, or supplement, June 2018
              • Deliver on short-term benefits to appeal to young adults
                • Figure 6: Select reasons for taking a vitamin, mineral, or supplement, by age, June 2018
              • Consumers want guidance
                • Figure 7: Important to describe benefits for taking specific VMS, by age, June 2018
              • Brand messaging should be more inclusive
                • Figure 8: Select important product factors, by total and Black, non-Hispanic, June 2018
              • What it means
              • The Market – What You Need to Know

                • Steady growth will persist
                  • All segments growing, supplements post largest gains
                    • Functional food and drinks impede on need for OTC VMS
                      • High consumer confidence a positive indicator
                        • Sleep issues lend themselves to VMS opportunities
                          • Take into account growing US diversity
                          • Market Size and Forecast

                            • VMS market growth remains steady
                              • Figure 9: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2013-23
                              • Figure 10: Total US retail sales and forecast of vitamins, minerals, and supplements, at current prices, 2013-23
                          • Market Breakdown

                            • All segments post gains
                              • Figure 11: Total US retail sales and forecast of vitamins, minerals, and supplements, by segment, at current prices, 2013-23
                          • Market Perspective

                            • Functional food and drinks impede on need for OTC VMS
                            • Market Factors

                              • Sustained high consumer confidence a positive indicator
                                • Figure 12: Consumer sentiment index, January 2007-April 2018
                              • Sleep issues are prevalent; impact energy levels
                                • Figure 13: Internal sleep aid usage and interest, December 2016
                              • Multicultural consumer growth highlights the need for varied approaches
                                  • Figure 14: Population by race and Hispanic origin, 2013-23
                              • Key Players – What You Need to Know

                                • Free-from claims grow along with brands targeting digestive, mental, and eye health
                                  • Private label is making inroads
                                    • Crowded market and changing children’s trends challenge brands
                                      • Beauty, brains, and getting up in the morning
                                      • What’s In?

                                        • Free-from claims on the rise
                                          • Figure 15: Vitamins and dietary supplements launches with a “free from” claim, rolling years September 2013-August 2018
                                        • Seeking digestive balance
                                          • Figure 16: Total US Sales growth and forecast of probiotics, at current prices, 2012-21(est)
                                        • Treating mental health by relieving stress
                                          • Supplementing eye health
                                            • Private label making gains, yet needs to continue to be nimble
                                              • Figure 17: Agree - usually buy store brand, by age, June 2018
                                          • What’s Struggling?

                                            • How to stand out in a jam-packed market
                                              • Mainstay kid brands struggle in the face of natural preferences
                                                • Figure 18: Multi-outlet sales of select kid focused vitamins, rolling 52 weeks 2017 and 2018
                                            • What’s Next?

                                              • Beauty trend spotlight: collagen supplements
                                                • Give the brain a natural boost
                                                  • Figure 19: Awareness of nootropic cognitive supplements, June 2018
                                                • Help consumers rise and shine; and also establish a VMS routine
                                                  • Innovation spotlight
                                                    • Updating the delivery system
                                                      • At home tests determine optimal VMS mix
                                                      • The Consumer – What You Need to Know

                                                        • VMS use is established
                                                          • VMS fill in the wellness gaps for the majority, specific benefits appeal
                                                            • Previous experience drives purchases
                                                              • An online presence is essential for VMS brands
                                                                • Guidance wanted, premium quality required, customization for the young
                                                                  • Solid interest in doctor direction, mental health, and beauty benefits
                                                                  • Product Usage

                                                                    • Use is prevalent
                                                                      • Figure 20: Usage of vitamins, minerals, and supplements, June 2018
                                                                    • A person’s age is linked to their VMS usage
                                                                      • Figure 21: Usage of select vitamins, minerals, and supplements, by age, June 2018
                                                                    • Young women are pursuing a beauty boost
                                                                      • Figure 22: Usage of beauty supplements, by gender and age, June 2018
                                                                  • Reasons for Use

                                                                    • Covering the general health bases is a given; focus on the differentiators
                                                                      • Figure 23: Reasons for taking a vitamin, mineral, or supplement, June 2018
                                                                    • Younger adults want specific, short-term benefits
                                                                      • Figure 24: Select reasons for taking a vitamin, mineral, or supplement, by age, June 2018
                                                                    • Dads are looking for peace of mind, but also defined boosts
                                                                      • Figure 25: Select reasons for taking a vitamin, mineral, or supplement, by parental status, June 2018
                                                                    • Deliver on functional benefits for Black and Hispanic consumers
                                                                      • Figure 26: Select reasons for taking a vitamin, mineral, or supplement, by race and Hispanic origin, June 2018
                                                                  • Brand Purchase Influencers

                                                                    • Tried and true is the strongest influencer
                                                                      • Figure 27: Brand purchase influencers, June 2018
                                                                    • Older adults stick with what’s familiar; younger adults want guidance
                                                                      • Figure 28: Select brand purchase influencers, by age, June 2018
                                                                    • Young adults seek natural options
                                                                      • Figure 29: Brand purchase influencer - natural brand, by age, June 2018
                                                                    • Asian adults drawn to a sale
                                                                      • Figure 30: Sale influence purchasing of specific brand, by race and Hispanic origin, June 2018
                                                                  • Online Information Sources

                                                                    • An online presence is essential for VMS brands
                                                                      • Figure 31: Online information sources, June 2018
                                                                    • Young adults are online savvy; WebMD is the age equalizer
                                                                      • Figure 32: Online information sources, by age, June 2018
                                                                    • Connect with Hispanic consumers through social media
                                                                      • Figure 33: Use of social media to learn about VMS, by race and Hispanic origin, June 2018
                                                                  • Important Product Factors

                                                                    • Guidance wanted, premium quality required
                                                                      • Figure 34: Important product factors, June 2018
                                                                    • Young adults demand more (but at a value price)
                                                                      • Figure 35: Select important product factors, by age, June 2018
                                                                    • Customization preferences decrease with age
                                                                      • Figure 36: Importance of customized and subscription service features, by age, June 2018
                                                                    • Benefits and customization reach Black consumers
                                                                      • Figure 37: Select important product factors, by total and Black, non-Hispanic, June 2018
                                                                  • Trend Perceptions

                                                                    • Personal medical endorsement desired
                                                                      • Figure 38: Agree - would be helpful if doctor recommended specific brands of VMS, by age, June 2018
                                                                    • Interest in supplements to enhance mental health is strong
                                                                      • Figure 39: Agree - interest in supplements for mental health, by age, June 2018
                                                                    • Drop the “beauty” and focus on specific appearance benefits
                                                                      • Figure 40: Interest in beauty-related supplements, June 2018
                                                                    • Don’t forget about (young) men
                                                                      • Figure 41: Agree - interest in beauty related supplements, by gender and age, June 2018
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Sales data
                                                                        • Fan chart forecast
                                                                          • Consumer survey data
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                              • Appendix – The Market

                                                                                  • Figure 42: Total US retail sales and forecast of vitamins, minerals, and supplements, at inflation-adjusted prices, 2013-23
                                                                                  • Figure 43: Total US retail sales and forecast of vitamins, minerals, and supplements, by segment, at current prices, 2013-23
                                                                                  • Figure 44: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2016 and 2018
                                                                              • Appendix – Key Players

                                                                                  • Figure 45: Multi-outlet sales of vitamins and minerals, by leading companies, rolling 52 weeks 2017 and 2018
                                                                                  • Figure 46: Multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                  • Figure 47: Multi-outlet sales of minerals, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                              • Appendix – The Consumer

                                                                                  • Figure 48: TURF Analysis – Important product factors, June 2018
                                                                                  • Figure 49: Table – TURF Analysis – Important product features, June 2018
                                                                                • Methodology