US Vitamins, Minerals and Supplements Market Report 2022

This report provides comprehensive and current information and analysis of the vitamins, minerals, and supplements market including VMS market size, anticipated market forecast, relevant market segmentation, and industry trends for the vitamins, minerals, and supplements market in the US.

US Supplement Market

The VMS category has enjoyed strong sales growth as a result of both heightened awareness of health and wellness due to the COVID-19 pandemic and a general shift toward preventative healthcare as a means to optimize health. 34% of consumers report an increase in VMS products as a result of the COVID-19 pandemic, and the majority of consumers are taking vitamins and supplements on a daily basis. Some of the top-of-mind health concerns such as immune health, gut health, and digestive health will have staying power and will continue to drive sales within the category.

VMS market share and key industry trends

• Usage of VMS products edge toward pre-pandemic levels: The COVID-19 pandemic created an opportunity for VMS brands to capitalize on heightened awareness of the wide scope of health and wellness, bolstering category growth. Consumers are taking lessons learned from the pandemic to create health routines around VMS products; however, there are signs of fatigue within the market. Usage of multivitamins, for instance, has remained flat over the past year, possibly indicating that consumer interest is being directed elsewhere. Brands will need to focus on innovation and emerging health concerns in order to embrace changing consumer sentiment.
• Consumers seek value in the face of economic uncertainty: Consumers remain price sensitive when it comes to purchasing VMS products, in light of economic uncertainty and eroded spending power. This will drive consumers to seek added value in their purchases, such as multiple health benefits.
• Focus on ingredient transparency to build trust and confidence: Navigating the numerous VMS products on the market can be a daunting task. Yet consumers actively seek to understand the products they’re taking. 34% of consumers take ingredient transparency into account when purchasing VMS products. As consumers continue to seek to understand the ingredients in their VMS products, and ensure they are safe, ingredient transparency will be increasingly important.

 Vitamins and Supplements Market: Future Trends

Despite the heightened awareness of health and wellness, the sustained strong growth of VMS products remains to be seen. While the market has seen positive growth, usage of VMS products is slowing down, a signal that consumers may be experiencing burnout from being hyper-focused on their health and wellness for the past few years. The COVID-19 pandemic helped many establish a regular VMS routine. Now, consumers are showing interest in building on the foundation of health, focusing on VMS products and formulas that address specific health concerns that meet their unique health needs. VMS brands have the opportunity to meet the need for personalized supplement routines to aid consumers in continuing their health and wellness journey.

Read on to discover more about the US vitamins, minerals, and supplements consumer market, read our The US Vitamins, Minerals and Supplements Shopper Market Report 2021, or take a look at our other Health and Wellbeing research reports.

Quickly understand VMS market share in the US

• VMS usage, interest, and buying behaviors.
• Preferred VMS product formats versus what is currently available.
• Meeting consumer needs through personalization, customization, and subscription services.
• The ways that COVID-19 shaped VMS usage and buying habits.
• vitamins minterals and supplements retail.

Covered in this report

Brands include: Nestlé, Pharmavite, GlaxoSmithKline, Bayer AG, Reckitt Benckiser Group, Church & Dwight, Unilever, Quincy Bioscience, i-Health, Bausch Health Companies, Orgain, Vital Proteins, Nature’s Bounty, Nature Made, One A Day, Flintstones, Sundown, Vitafusion, Lil Critters, Centrum, PreserVision, Ocuvite, Garden of Life, Goli Nutrition, Airborne, Schiff Nutrition International, Osteo Bi-Flex, Emergen-C, Caltrate, Prevagen, Culturelle, AZO, Neuriva, Align, OLLY, Qunol, Qten Research Institute, Baze Vitamins, Nourished, Liquid I.V., Black Girl Vitamins, Hyland’s Naturals, One a Day, Care/Of.

Expert analysis from a specialist in the US Vitamins and Minerals market

This report, written by Dorothy Kotscha, a leading analyst in the Health sector, delivers in-depth commentary and analysis  on VMS market research to highlight current trends and add expert context to the numbers.

The majority of consumers rely on VMS products to strengthen their foundation of health. Yet, elevated usage of VMS products as a result of the COVID-19 pandemic has begun to soften. As the focus on a multidimensional approach to health intensifies, consumers will seek ways to personalize their supplementation routines, focusing on preventative care, immune health, and individualized products to meet their unique needs. Brands will need to respond with innovative product blends and formats in order to make the VMS routine more enjoyable to help consumers build and maintain a supplementation regimen.

Dorothy Kotscha
Health and Wellness Analyst