What you need to know

The vast majority of adults are currently taking a vitamin, mineral or supplement, supporting market growth which has remained steady for over a decade. Consumer reliance on VMS products and the propensity to take them daily bodes well for the ongoing growth of the market, even as the current economic downturn continues. Still, products with high-quality ingredients at the lowest price point will be most attractive to current users as budgets tighten. Use of multivitamins continues to outpace other products in the category, thanks to their perceived contribution to overall wellness. However, supplements continue to see higher sales and more rapid growth than either vitamins or minerals, thanks in part to the targeted benefits offered by products in that segment.

Key issues covered in this Report

  • While the vast majority of adults use some type of VMS product, brands are challenged to maintain loyalty in an increasing competitive market.

  • COVID-19 driven health concerns have boosted sales in an already growing VMS market, but the ongoing recession could lead many consumers to switch to more affordable private label options.

  • Growth in the supplements segment continues to outpace both vitamins and minerals, but brands featuring less familiar emerging ingredients will need to increase awareness and interest in order to increase sales.


This Report focuses on consumer behaviors when using and purchasing vitamins, minerals and supplements and also examines the impact of COVID-19 on consumer usage and product preferences. 

This 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

This Report excludes homeopathic products, prescription vitamins and vitamin-enhanced/enriched food products (eg 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.

COVID-19: Market context

Consumer research for this Report was fielded in May 2020 and reflects consumer’s attitudes and behaviors during the COVID-19 pandemic as restrictions on movement began to ease and businesses began to report across the US. The Report was written August 10-September 2, 2020 when all states were open but some states began rolling back and reinstating restrictions due to increasing COVID-19 cases.

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