This report explores the vitamins, minerals and supplements (VMS) market in the US, including a five year forecast to help you plan your future success. Complete market and consumer analysis shines new light on this challenging industry, and how brands can strategize going forward. Below, we provide the report scope and key topics covered, and offer select insights from the full report.

Report Scope

This Report focuses on consumer behaviors when using and purchasing vitamins, minerals and supplements. The Report includes nonprescription, over-the-counter VMS in all formats including liquid, tablet, gummy, or chewables. The market has been divided into the following segments:

  • Vitamins including multivitamins (products that contain a combination of vitamins in one), and one- and two-letter vitamins (products that contain only one or two specific letter vitamins such as vitamin C tablets).
  • Minerals such as supplements based on mineral ingredients (eg calcium, iron).
  • Dietary supplements such as CoQ-10, glucosamine and chondroitin products and other specific supplements; targeted supplement combinations, such as women’s health or joint health formulations; and herbs/botanicals, such as echinacea and St. John’s wort.

Key Topics Covered

  • VMS market size, share, segmentation, and drivers.
  • Competitive strategies and market opportunities.
  • Consumer VMS use, changes, and format preferences.
  • VMS targets and barriers to use.
  • VMS discovery strategies and attitudes.

US VMS Market Share

Private label gained 0.7% market share between 2022-23, while total VMS market sales dipped amid major player losses. The shift here may signal wavering brand loyalty among consumers. Meanwhile, Nestlé remains in the lead, with gains attributed to lines such as “Vital Proteins”.

VMS Consumer Statistics

  • VMS products have a wide reach: Only 13% of consumers do not currently use at least one type of vitamin, mineral, or supplement product.
  • Half of VMS consumers stick to one or two products: Of these consumers, Mintel’s 2023 consumer data reveals their usage has stayed the same over the past year.
  • Gen Z VMS use is less, overall: This makes sense, as younger consumers have fewer acute wellness catalysts for behavior change—see the opportunity below to explore further.

Opportunity for VMS Brands

Compared to other generations, Gen Z present their challenges to maintain a healthy lifestyle as a general lack of motivation, and not knowing what steps to take. Effective communication with this generation may therefore come in the form of simple, actionable terms that make adoption less intimidating, centering on their interests.

Opportunities for VMS brands are explored throughout this report. For a global perspective on the VMS market, browse our Future of VMS, or Innovation in VMS reports.

Brands Discussed

Various brands are analyzed within the scope of the report. Launch activity and innovation covers specific brands, for example, Caliray’s “Get Lit” Beauty Boosting Supplement, speaking to digital natives, Navitas Organics’ Superfood+ Marine Minerals Organic Sea Veggie Blend tapping into under-utilized ingredients, and much more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis

Leading food, drink, and nutrition analyst Adriana Chychula delivers expert insight into the US VMS industry with this report.

Self-empowerment underpins VMS, from use to discovery. Brands can enhance empowerment perceptions via education and offerings that expand sense of personal choice.

Adriana Chychula, Analyst – Food, Drink, and Nutrition


Adriana Chychula
Analyst, Food, Drink & Nutrition

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Vitamin, mineral & supplement consumption
    • Graph 1: VMS use in the last 12 months, 2022-23
    • Graph 2: VMS use repertoire, 2023
    • Graph 3: VMS use in last 12 months, by generation, 2023
    • Graph 4: VMS use in the last 12 months, by parental status and gender, 2023
    • Targets for vitamin, mineral & supplement use
    • Graph 5: targets for VMS use, 2023
    • Graph 6: targets for VMS use, by generation, 2023
    • Graph 7: targets for VMS use, by parental status and gender, 2023
    • Barriers to vitamin, mineral & supplement use
    • Graph 8: barriers to VMS use, 2023
    • Changes in vitamin, mineral & supplement use
    • Graph 9: changes in VMS use, 2023
    • Graph 10: changes in VMS use, by generation, 2023
    • Graph 11: changes in VMS use, by parental status and gender, 2023
    • Vitamin, mineral & supplement formats preferred
    • Graph 12: VMS formats preferred, 2023
    • Graph 13: VMS formats preferred, by generation, 2023
    • Graph 14: VMS formats preferred, by parental status and gender, 2023
    • Vitamin, mineral & supplement discovery
    • Graph 15: VMS discovery channels, 2023
    • Graph 16: VMS discovery, by generation, 2023
    • Graph 17: VMS discovery, by parental status and gender, 2023
    • Attitudes toward vitamins, minerals & supplements
    • Graph 18: interest in VMS options to support mental wellbeing, 2023
    • Graph 19: attitudes toward VMS, 2023
    • Graph 20: attitudes toward VMS, by parental status and gender, 2023
  3. Competitive Strategies

    • Launch activity & innovation
    • Opportunities
  4. The Market

    • Market drivers
    • Market size and forecast
    • Market segmentation
    • Market share/brand share
    • Company/brand sales by segment
  5. Appendix

    • Appendix – the consumer
    • Graph 21: changes in VMS use, by repertoire of VMS use, 2023
    • Appendix – the market
    • Appendix – data sources and abbreviations

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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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.

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