Explore the latest global innovations across the VMS market in 2023. Our global trends in the VMS market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

VMS Market Innovation – EMEA

Vitamins, minerals and supplements brands are responding to growing consumer interest in products which help them to unwind and support restful sleep. Also, sustainable and compostable packaging is gaining traction in the category as brands look to lower their environmental footprint.

Global Trends in the VMS Market – APAC

Convenient formats and popular flavors are helping brands in the VMS market appeal to time-stressed consumers. Meanwhile, consumers are increasingly scrutinizing ingredient lists and seeking out VMS options that feature natural and traditional ingredients.

VMS Market Innovation – Americas

Heightened consumer interest in sustainability is prompting brands to innovate around more environmentally friendly packaging formats and materials. Meanwhile, VMS brands are embracing health technology by incorporating social media as a means to more effectively engage with consumers.

To discover more about A Year of Innovation in VMS Market Report 2023, read The Future of Vitamins, Minerals and Supplements Market Report 2023or take a look at our extensive global Vitamins Industry Research.

Expert Analysis from a Healthcare Analyst

This report, written by Mikolaj Kaczorowski, a leading analyst in the health and wellbeing industry, delivers in-depth commentary and analysis to highlight global trends in the VMS market and add expert context to the numbers.

Consumer concerns about sustainability are shaping innovation in vitamins, minerals and supplements (VMS), along with the need for convenient formats.

Mikolaj Kaczorowski, Innovation Analyst

Mikolaj Kaczorowski
Innovation Analyst

Table of Contents


    • Europe:  stress and sleep support remains niche in VMS
    • Europe: VMS launches record an increased share of sustainability claims
    • Graph 1: ethical and environmental claim category in VMS launches, by private label, 2018-23
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: VMS brands focus on convenient and flavourful options
    • Asia: VMS innovation with natural credentials lags behind consumer demand
    • Graph 2: VMS launches, by select natural claims, 2018-23
    • Australia & New Zealand
  3. the americas

    • North America: sustainable packaging is a growing focus for VMS brands
    • Graph 3: VMS launches, by share of select ethical and environmental claims, 2018-23
    • North America: VMS  brands are increasingly embracing social media
    • Graph 4: VMS launches with the social media claim, by top five social media links, 2022-23
    • Graph 5: VMS launches, by share of social media claims, 2018-23
    • Latin America
    • Graph 6: VMS launches, by share of private label, 2018-23

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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