Traditionally, sales in the vitamins, minerals, and supplements market have been driven by older consumers who are more engaged in the category. Now, brands are attempting to increase use among younger adults by focusing on short-term benefits, such as vitamins that address beauty concerns as well as provide energy or improve sleep, helping to drive strong category sales.

This report includes nonprescription, OTC (over the counter) vitamins, minerals, and supplements 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: supplements based on mineral ingredients (eg calcium, iron)

• Dietary and herbal supplements such as CoQ-10, glucosamine, and chondroitin products and other specific supplements; targeted herbal combinations, such as women’s health or joint health formulations.

This report excludes 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).

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.