US Vitamins, Minerals and Supplements Market Report 2023

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 strategise 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 analysed 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-utilised 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 & Nutrition