Providing the most comprehensive and up-to-date information and analysis of the Future Of Vitamins, Minerals And Supplements: 2021 market, including the behaviours, preferences and habits of the consumer.

Since the start of the pandemic, consumers have shown a rising interest in overall health protection and prevention. They seek trusted and convenient solutions to protect against diseases and support overall health, creating opportunities for brands of vitamins, minerals and supplements market in the ‘next normal’. In the next two years holistic health has become an urgent priority for brands as a result of the COVID-19 crisis.

The VMS Industry can leverage the power of gut health beyond digestion and ‘feel-good’ VMS to boost consumers’ overall health and wellness. Consumers will expect clean label, which will drive demand for safe, transparent, potent and natural VMS. In five years and beyond upcycled ingredients and zero waste merits in VMS will emerge, building a sustainable image. With the integration of technology and health data, hyper-personalisation will be more diverse, creating precision and mass-market appeal. Consumers’ desire for quality will drive technology to improve nutrient bioavailability in VMS.

The demand for vitamins, minerals and supplements is expected to continue to grow as COVID-19 vaccine rollouts are battling new surges and variants and health and wellness become more significant consumer priorities. Apart from frequent handwashing and mask wearing, consumers are influenced by their fear of COVID-19 to make healthier diet choices to keep themselves healthy and protected from the virus.

The importance of VMS surges as consumers look for more preventative measures in the absence of a cure. To meet this growing demand for health, VMS brands and the vitamins market will shine bright to support consumers in their quest for holistic health.

Read on to discover more details or take a look at all of our Supplements and Vitamins market research.

Covered in this report

Brands: Moon Juice, Asahi Dear-Natura, Daytrip, Viteyes, Zaffranax, Waterbank Haruka, Amazing Glass, Healthycell.

Expert analysis from a specialist in the field

Written by Michelle Teodoro, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The power of better gut health, self-care and clean label will shape the future of VMS. Going forward, watch out for upcycling solutions and hyper-personalisation.

Michelle Teodoro
Global Food Science Analyst

Table of Contents

  1. WHere we are now

    • [Graph] Select markets*: COVID-19-related changes in food and drink behaviour, July 2020
    • [Graph] US: VMS usage motivations, May 2020
    • EMEA: on-trend themes, formats & the bespoke
    • APAC: immunity/mental health, eco & format NPD
    • Americas: added value benefits & out-there formats
  2. In the next two years

    • Gut power will continue to unfold in VMS
    • ‘Feel-good’ VMS will support self-care journeys
    • ‘Clean label’ VMS will become mainstream
    • [Graph] China: perceived benefits of gut health, April 2020
    • Probiotics and postbiotics for sleep concerns
    • Fermented foods for focus and concentration
    • Prebiotics for anxiety and depression
    • [Graph] Select European markets: behaviours relating to usage of vitamins, minerals or other dietary supplements as a result of the COVID-19 outbreak, July 2020
    • [Graph] Global: VMS launches, by “clean label” claim category, Apr 2016-Mar 2021
    • COVID-19 has raised concerns about safety
    • Quell hygiene concerns with clean label products
    • Clean, affordable nutrition in VMS
    • Validated with solid science
    • ‘Clean formulation’ certification
    • Optimal absorption
    • [Graph] Global: share of plant-based claims* in VMS launches, Apr 2016-Mar 2021
  3. In the next five years and beyond

    • Upcycling for ‘greener supplementation’
    • Technology for optimal nutrient retention
    • Leverage the potential of hyper-personalised VMS

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

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