Description

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 Analyst
Dorothy Kotscha
Health and Wellness Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of VMS market, at current prices, 2017-27
      • Figure 2: Vitamins, minerals and supplements category outlook, 2022-27
    • Opportunities and challenges
    • Offer personalized VMS solutions to meet nuanced consumer needs
      • Figure 3: Select vitamin, mineral and supplement product usage, 2021-22
    • Expand immune support ingredients
      • Figure 4: Select reasons for VMS usage, 2022
    • Innovate product formats to combat pill fatigue and create enjoyable routines
      • Figure 5: Preference for VMS product formats – Gummy, 2021-22
    • Focus on cognitive benefits to address mental health support
      • Figure 6: Select reasons for VMS usage, “to support my mental wellbeing,” by generation, 2022
    • Key consumer insights
  3. Market Size and Forecast

    • Growth expected to level out after sales spike over the past few years
      • Figure 7: Total US sales and fan chart forecast of VMS market, at current prices, 2017-27
      • Figure 8: Total US sales and forecast of market, at current prices, 2017-27
    • Households are predicted to spend less overall in light of economic uncertainty
      • Figure 9: Average annual household spending on vitamins, minerals and supplements, 2017-22
  4. Segment Performance

    • Supplements continue to drive market growth
      • Figure 10: Total US retail sales of vitamins, minerals and supplements, by segment, at current prices, 2020 and 2022
    • Online VMS purchases maintain growth trajectory
      • Figure 11: Total US retail sales of vitamins, minerals and supplements, by channel, at current prices, 2017-22
  5. Market Factors

    • The VMS supply chain remains fragile
    • Congress seeks to provide legislation that mandates VMS transparency
    • FDA launches dietary supplement education initiative
    • DPI continues to drop, signaling that consumers may have to cut costs
  6. Key Players

    • Branded VMS products see strong sales growth
    • Sales of vitamins, minerals and supplements market by company
      • Figure 12: Multi-outlet sales of vitamins, minerals, and supplements, by leading companies, rolling 52 weeks 2021 and 2022
    • Vitamin segment remains largely flat as brands experienced mixed sales
      • Figure 13: Multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Supplements see gains amid demand for personalized nutrition
      • Figure 14: Multi-outlet sales of minerals/supplements, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Offer personalized vitamin solutions to offer customized health optimization
      • Figure 15: Baze Vitamins, 2020
    • Blur the lines between VMS and lifestyle
      • Figure 16: Goli Nutrition Bites Multi dietary supplement, 2022
    • Expand immune supporting ingredients and VMS formats
      • Figure 17: Emergen-C, 2022
      • Figure 18: Vitafusion Natural Blueberry Flavored Ashwagandha Gummies, 2022
    • Focus on cognitive benefits of multivitamins for aging adults
      • Figure 19: Centrum Silver multivitamin/multimineral supplement for adults 50+, 2021
  8. The Vitamins, Minerals and Supplements Consumer – Fast Facts

    • Rise in single supplement products may erode multivitamin usage
    • Consumers look to VMS for a myriad of reasons
    • Alternative formats feed experiential side
    • Drive VMS purchases by demonstrating long-term value
    • Focus on transparency to help consumers better understand their VMS routines
    • COVID-19 VMS spike is unlikely sustainable; brands should innovate to keep up with evolving needs
    • Consumers are dedicated to meeting their health goals in light of COVID-19
  9. Product Usage

    • Consumers show interest in single-letter vitamins and single supplements
      • Figure 20: Select vitamin, mineral and supplement product usage, 2021-22
      • Figure 21: Nature Made Vitamins, 2022
    • Baby Boomers rely on single VMS products
      • Figure 22: Vitamin, mineral and supplement product usage, by generation, 2022
    • Provide VMS accessibility to consumers at all levels of income
      • Figure 23: Vitamin, mineral and supplement product usage, by income, 2022
  10. Frequency of Use

    • Explore innovative ways to keep VMS consumers engaged in the category
      • Figure 24: Frequency of VMS use, 2022
      • Figure 25: Trended frequency of select VMS use, 2021-22
    • Help Gen Z consumers establish a consistent VMS routine
      • Figure 26: Frequency of VMS use, by generation 2022
      • Figure 27: Nourished, 2022
    • Black and Hispanic consumers need to establish consistent VMS routines
      • Figure 28: Frequency of VMS use, by race and Hispanic origin, 2022
  11. Reasons for Product Usage

    • VMS is primarily used to support physical and dietary health
      • Figure 29: Reasons for VMS usage, 2022
      • Figure 30: Garden of Life raspberry flavored magnesium gummies, 2022
    • Sleep and mental health are top of mind for Millennials
      • Figure 31: Reasons for VMS usage, by generation, 2022
    • Hispanics target specific health concerns with VMS products
      • Figure 32: Reasons for VMS usage, by Hispanic origin, 2022
  12. Preferred VMS Formats

    • Consumers experiencing pill fatigue look for a better VMS format experience
      • Figure 33: Preferred VMS product formats, 2022
    • Tablets and capsules remain the most prevalent VMS product types
      • Figure 34: Types of VMS products taken, 2022
    • Younger consumers shift away from traditional pills
      • Figure 35: Preferred VMS product form, by generation, 2022
    • Meet Black consumer health needs with gummy options
      • Figure 36: Preferred VMS product form, by race and Hispanic origin, 2022
      • Figure 37: ProBlk Health, 2022
  13. Purchase Behaviors

    • While some loyal to brand, price also dictates purchases
      • Figure 38: VMS purchasing behaviors, 2022
    • Women more open-minded when it comes to brand
      • Figure 39: Select VMS purchasing behaviors, by gender, 2022
    • Reach younger demographics on social platforms
      • Figure 40: Select VMS purchasing behaviors, by generation 2022
  14. Product Factors

    • Focus on expanding VMS product lines to build trust through transparency
      • Figure 41: VMS purchasing factors, 2022
    • Baby Boomers stick with the familiar
      • Figure 42: VMS purchasing factors, familiar brand, by generation 2022
    • Social and environmental causes are top of mind for Gen Z
      • Figure 43: VMS purchasing factors, Gen Z 2022
      • Figure 44: Liquid I.V., 2022
    • Hone in on social and cultural causes that resonate with Black consumers
      • Figure 45: VMS purchasing factors, by race and Hispanic origin, 2022
      • Figure 46: Black Girl Vitamins, 2021
  15. Impact of COVID-19 on Product Usage

    • One third of adults using VMS more due to pandemic
      • Figure 47: Impact of COVID-19 on product usage, 2022
      • Figure 48: Hyland’s Naturals, 2021
    • Millennials increase usage of VMS products
      • Figure 49: Impact of COVID-19 on product usage, by generation, 2022
    • Pandemic spurs VMS usage among parents
      • Figure 50: Impact of COVID-19 on product usage, by parental status, 2022
  16. COVID-19 Impact on Usage Behavior

    • Consumers are encouraged to focus on health as an investment
      • Figure 51: COVID-19 impact on VMS usage behavior, 2022
      • Figure 52: One a Day, 2022
    • 25-44-year-olds invest in VMS to support preventative health
      • Figure 53: COVID-19 impact on VMS usage behavior, by age, 2022
      • Figure 54: Care/of, 2022
    • COVID-19 has inspired parents to rely more heavily on VMS products
      • Figure 55: COVID-19 impact on VMS usage behavior, by parental status 2022
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  18. Appendix – The Market

      • Figure 56: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2017-27
      • Figure 57: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2017-27
      • Figure 58: Total US retail sales and forecast of vitamins, at current prices, 2017-27
      • Figure 59: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2017-27
      • Figure 60: Total US sales and fan chart forecast of vitamins segment, at current prices, 2017-27
      • Figure 61: Total US retail sales and forecast of minerals, at current prices, 2017-27
      • Figure 62: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2017-27
      • Figure 63: Total US sales and fan chart forecast of minerals segment, at current prices, 2017-27
      • Figure 64: Total US retail sales and forecast of supplements, at current prices, 2017-27
      • Figure 65: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2017-27
      • Figure 66: Total US sales and fan chart forecast of supplements segment, at current prices, 2017-27
  19. Appendix – The Consumer

      • Figure 67: TURF Analysis – VMS formats, 2022
      • Figure 68: Table – TURF Analysis – VMS Formats, 2022
      • Figure 69: TURF Analysis – Purchase motivators, 2022
      • Figure 70: Table – TURF Analysis – Purchase motivators, 2022

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