The Future of Vitamins, Minerals and Supplements 2023 is a global market report that covers the latest innovations and consumer trends across the global vitamins and supplements industry in 2023. Our global market report identifies evolving areas, consumer attitudes, and important advances expected across regions like EMEA, APAC, and Americas over the next five years and beyond.

Vitamins, Minerals and Supplements – Current Market Landscape

Across the globe, consumers are shifting towards a preventative approach to health. Supplement producers should look to develop products that help consumers adopt the mindset of prevention. Sustainability is also a growing concern among consumers, and brands need to start addressing the sustainability of their products and focus messaging to align with consumer demands.

  • 45% of Indian consumers mostly take health supplements to prevent health issues.
  • 43% of Chinese consumers expect brands to regularly provide environment protection/sustainable development-related content through their official social media accounts.

Vitamins, Minerals and Supplements – Trends in the Next Two Years

Consumers will continue to use vitamins and supplements to prevent health issues and they will be looking for personalized nutrition (such as gut microbiome health and blood glucose tracking), and supplements that offer targeted nutrition for different life stages. Alcohol moderation is a growing trend in Europe, and functional alternatives for alcohol will also emerge as an opportunity for supplements brands.

Vitamins, Minerals and Supplements – Trends in the Next Five Years and Beyond

Brands will need to reconsider the role of novel technologies in vitamins and supplements, particularly when it comes to sustainability. Technologies like precision fermentation and cellular agriculture hold the potential to produce ingredients with less resources, thus improving ingredient sustainability.

  • 69% of German consumers aged 16-24 agree an unusual ingredient being sustainable would make them willing to try food containing it.

To learn more about the global vitamins, minerals and supplements market, explore our extensive market research.

Expert Analysis from a Food Science Specialist

This report, written by Emma Schofield a leading global food science analyst, delivers in-depth commentary and analysis to highlight current global trends and add expert context to the numbers.

Supplement producers can help consumers shift towards a preventative, life-course approach to health and consider sustainably produced ingredients from novel tech.

Emma Schofield, Associate Director - Global Food ScienceEmma Schofield
Associate Director – Global Food Science

Table of Contents


    • in the next two years

      • Use personalised nutrition for preventative health
      • Nurture health via the gut
      • Graph 1: perceived benefits of good digestive health, 2023
      • Graph 2: foods/ingredients consumers would be most likely to consume if looking for digestive health/gut health benefits (up to three selected)*, 2023
      • Optimise the health of the mind and body
      • Graph 3: "I would be interested in vitamins/minerals/dietary supplements designed to support a plant-based diet" (eg containing B12, iron), by age, 2022


        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.

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

        Click to show report

        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.

        Trusted by companies. Big and small.

        Bell Logo - Mintel client
        Boots Logo - Mintel Client
        Kelloggs Logo - Mintel client
        Samsung Logo - Mintel client
        Nike Logo - Mintel client
        Walgreens Logo - Mintel client

        Want to speak to us directly?

        Contact us on via phone or fill out a form with your enquiry.

        Contact Us