Description

Providing the most comprehensive and up-to-date information and analysis of the US Trends in Vitamins, Minerals, and Supplements consumer market including the behaviors, preferences, and habits of the consumer.

87% of adults typically use some type of vitamin, mineral or supplement (VMS) product, a number which has risen significantly in the last decade, and held steady in recent years. The Vitamins, Minerals and Supplements industry noted a surge in sales in 2020, thanks to current users stocking up and a slight uptick in overall usage due to consumers seeking ways to support immune system health during COVID-19. The supplement industry for vitamins and minerals is expected to return to pre-pandemic levels of steady growth moving forward. In order to stay competitive brands will need to continue to innovate with new formats and formulations of supplements in the consumer health market to satisfy consumer demand for targeted health benefits from these products.

Read on to discover more about the US Trends in Vitamins, Minerals, and Supplements consumer market, read our Functional Ingredients in Food and Drink – US – December 2019 report, or take a look at our other Health and Wellbeing research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the vitamins, minerals and supplements market.
  • VMS benefits – usage, interest and discovery process.
  • Need for personalized selections to address broad spectrum of needs.
  • Opportunities to make VMS experience more enjoyable.
  • Importance of testimonials from trusted sources in competitive market.

The US Trends in Vitamins, Mineral and Supplements report covers

Brands: Pharmative, Kohlberg Kravis Roberts & Co, Nature Made, GlaxoSmithKline, Reckitt Benckiser Group, Centrum, Airborne, Neuriva, Quincy Bioscience, Prevagen, Love Beauty and Planet, Emergen-C, Unilever, OLLY, Bayer AG, Church & Dwight, Bausch Health Companies Inc, i-Health, Nature’s Bounty, Curated Combinations, Vitafusion, L’il Critters, Brain Food, PreserVision, Nature’s Truth, Align, Proctor and Gamble, New Chapter, Quten Research Institute, Qunol, Osteo Bi-Flex, Schiff, Culturelle, AZO, Align, Renew Life, Euka, Solimo, SmartyPants, Nature’s Bounty, Omnit, Puritan’s Pride, Sundown, Care/Of, Garden of Life, Natrol, Hum Nutrition, Organic India, Goli Nutrition, Gaia Herbs, Viva Naturals, Neuriva, Ancient Nutrition, The Beauty Chef, Nu Strips, Goop, Vital Proteins, Centrum, TwinLab.

Not included: homeopathic products, prescription vitamins and vitamin-enhanced/enriched food products (orange juice enriched or enhanced with calcium, energy drinks enhanced with vitamins or supplements, nutritional bars). Sales of vitamins, minerals, and supplements through network (multilevel) marketing and practitioners are also excluded.

Expert analysis from a specialist in the field

This report, written by Karen Formanski, a leading analyst in the Health and Nutrition sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The VMS market has been on an upward trajectory for many years, and this was only amplified during COVID-19, as consumers stocked up on products to support their overall health and immune systems. Despite a general desire to gain necessary nutrients from food and drink, the vast majority of adults continue to use some type of VMS product, and ongoing, steady market growth is expected to continue even as pandemic fears subside.
Karen Formanski, Health and Nutrition Analyst
Karen Formanski
Health and Nutrition Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Impact of COVID-19 on vitamins, minerals and supplements
                        • Figure 1: Short-, medium- and long-term impact of COVID-19 on vitamins, minerals and supplements, August 2021
                      • Opportunities and challenges
                        • VMS category is robust, still has room to grow
                          • Figure 2: VMS products used, 2021
                        • Don’t underestimate the power of referrals
                          • Figure 3: VMS discovery process, 2021
                        • Help associate VMS with enjoyment to establish habit
                          • Figure 4: VMS user experience, by age, 2021
                        • Younger consumers push format innovation
                          • Figure 5: VMS format preferences, by generation – Nets, 2021
                      • The Market – Key Takeaways

                        • VMS sales surge along with pandemic worries
                          • Supplements maintain biggest slice of VMS pie
                            • VMS market well suited to support aging population
                              • VMS market remains in need of regulation overhauls
                              • Market Size and Forecast

                                  • Pandemic-driven sales surge follows years of steady growth
                                    • Figure 6: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2016-26
                                    • Figure 7: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2016-26
                                  • Impact of COVID-19 on vitamins, minerals and supplements
                                    • Figure 8: Average household spending on vitamins, minerals and supplements, 2016-21
                                • Segment Performance

                                  • Despite high use of multivitamins, supplements drive market growth
                                    • Figure 9: Sales of vitamins, minerals and supplements, by segment, at current prices, 2019 and 2021
                                  • Vitamins C, D back in big way
                                    • Figure 10: US vitamins – growth – all channels*, 2016-2021e
                                  • Select supplements sought for pandemic support
                                    • Figure 11: US herbs and botanicals – growth – all channels*, 2016-2021e
                                    • Figure 12: US select specialty supplements – growth – all channels*, 2016-2021e
                                  • Make more room for minerals
                                    • Figure 13: US minerals growth % – all channels*, 2016-2021e
                                • Market Factors

                                  • Regulatory holding pattern continues
                                    • Figure 14: US Hemp CBD supplement growth %, 2017-2023e
                                  • Focus on the value of efficacy
                                    • Figure 15: Consumer confidence and unemployment, 2000-2021
                                    • Figure 16: VMS products used, by total and by financial situation, 2021
                                  • Aging population will support steady market growth
                                    • Figure 17: Population by age, 2014-24
                                • Companies and Brands – Key Takeaways

                                  • Major players and others alike see pandemic sales gains
                                    • Add on to immunity
                                      • The format field is wide open
                                      • Market Share

                                        • Major players see gains, losses, shifts in market share
                                            • Figure 18: Multi-outlet sales of vitamins, minerals, and supplements, by leading companies, rolling 52 weeks 2020 and 2021
                                          • Vitamins aim to offer more targeted solutions
                                            • Figure 19: Multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                          • Supplements aim to support wellness throughout life phases
                                            • Figure 20: Multi-outlet sales of minerals/supplements, by leading companies and brands, rolling 52 weeks 2020 and 2021
                                        • Competitive Strategies

                                          • Major players dive deeper into natural VMS space
                                            • Merge immune support with other targeted benefits
                                              • Figure 21: VMS immune+ examples, Solimo, Euka, OLLY
                                            • Don’t snooze on the opportunity to support quality sleep
                                                • Figure 22: Sleep support supplements – Smartypants, Care/of, MyKind Organics
                                              • Use herbals/botanicals to keep busy consumers calm and collected
                                                  • Figure 23: Stress relief supplement examples, Goli, HUM, Gaia Herbs, OLLY
                                                • Help adults age gracefully
                                                    • Figure 24: Supplements for healthy aging – Viva Naturals, Qunol, Neuriva
                                                • Market Opportunities

                                                  • Format innovation may be key to heightened experience
                                                    • Figure 25: Beauty supplements in alternative formats – Goop, Nu Strips, The Beauty Chef, Vital Proteins
                                                  • Help keep eyes on the prize, and in prize shape
                                                      • Figure 26: Supplements for focus and eye health – Centrum and TwinLab
                                                      • Figure 27: Nature’s Bounty Brain HP
                                                  • The Consumer – Key Takeaways

                                                    • Blend general wellness with targeted solutions
                                                      • Help consumers enjoy their VMS routines
                                                        • Younger adults push demand for format variety
                                                          • Move beyond the anchors of general wellness, immune health
                                                            • Encourage happy customers to spread the word
                                                              • Emphasize efficacy and all natural ingredients
                                                              • VMS Product Usage and Frequency

                                                                • Continued growth depends on expanding occasions
                                                                    • Figure 28: VMS products used, 2021
                                                                  • Most adults engaged, but have more needs to be met
                                                                    • Figure 29: Select VMS products used – Vitamins and Minerals, by gender and age, 2021
                                                                    • Figure 30: Select VMS products used – Supplements, by gender and age, 2021
                                                                  • Biggest opportunities lie with single product type users
                                                                    • Figure 31: Repertoire of VMS product types used, by gender and age, 2021
                                                                    • Figure 32: Repertoire of VMS product types used, by VMS product type used, 2021
                                                                    • Figure 33: Olly wellness ad – Just a few of rebel Wilson’s favourites
                                                                  • Encourage new entries to VMS users’ routines
                                                                    • Figure 34: Repertoire of VMS product types used, 2021
                                                                • VMS Usage Experience

                                                                  • Make the regimen more enjoyable
                                                                    • Figure 35: VMS user experience, 2021
                                                                  • Be aware of varied needs by age group
                                                                    • Figure 36: VMS user experience, by age, 2021
                                                                • VMS Usage Barriers

                                                                  • Testimonials may help convince some non-believers
                                                                    • Figure 37: VMS usage barriers, by age, 2021
                                                                • VMS Format Preferences

                                                                  • Consumers continue to demand an array of VMS formats
                                                                    • Figure 38: VMS format preferences, 2021
                                                                  • Give younger adults something to chew on
                                                                    • Figure 39: VMS format preferences, by generation – Nets, 2021
                                                                  • Less-used formats encourage more enjoyable experience
                                                                    • Figure 40: Vitamins, minerals and supplements are enjoyable to take, by preferred VMS formats, 2021
                                                                • VMS Use/Interest by Benefit

                                                                  • Give consumers VMS for whatever ails them
                                                                    • Figure 41: VMS use/interest by benefit, 2021
                                                                  • Market to parents with options for the entire family
                                                                    • Figure 42: VMS use/interest by benefit – Any use (NET), by parental status, 2021
                                                                • VMS Discovery Process

                                                                  • Don’t underestimate the power of referrals
                                                                    • Figure 43: VMS discovery process, 2021
                                                                  • Take a grassroots approach to spreading the word
                                                                    • Figure 44: VMS discovery process, by age, 2021
                                                                  • Wide online presence critical
                                                                    • Figure 45: VMS discovery process – online, by age, 2021
                                                                • Important VMS Claims

                                                                  • Focus on efficacy and “clean” labels
                                                                    • Figure 46: VMS claims of importance, 2021
                                                                    • Figure 47: VMS claims of importance, by age, 2021
                                                                  • Supplement users have an eye on ingredients
                                                                    • Figure 48: VMS claims of importance, by age, 2021
                                                                • Appendix – Data Sources and Abbreviations

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

                                                                                • Figure 49: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2016-26
                                                                                • Figure 50: Total US sales and fan chart forecast of vitamins, at current prices, 2016-26
                                                                                • Figure 51: Total US retail sales and forecast of vitamins, at current prices, 2016-26
                                                                                • Figure 52: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2016-26
                                                                                • Figure 53: Total US sales and fan chart forecast of minerals, at current prices, 2016-26
                                                                                • Figure 54: Total US retail sales and forecast of minerals, at current prices, 2016-26
                                                                                • Figure 55: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2016-26
                                                                                • Figure 56: Total US sales and fan chart forecast of supplements, at current prices, 2016-26
                                                                                • Figure 57: Total US retail sales and forecast of supplements, at current prices, 2016-26
                                                                                • Figure 58: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2016-26
                                                                                • Figure 59: Sales of vitamins, minerals and supplements, by segment, at current prices, 2016-26
                                                                                • Figure 60: Total US retail sales of vitamins, minerals and supplements, by channel, at current prices, 2016-21

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