• The global vitamins, minerals and supplements market is valued at $20 billion globally. The market grew by an average of 6% over the last five years in local currencies with the fastest growth seen Brazil and South Africa

• Product claims around “suitable for” are recording the biggest growth in launch terms (e.g. vegetarians) and with a notable rise in ‘free-from’ claims such as gluten free and reduced allergen

• Overall, the most popular functional claims are boosting the immune system, energy claims, cardiovascular, and brain & nervous system. There is more potential in targeting active seniors and in developing more products with beauty benefits for all ages

Mintel estimates the VMS market at $20 billion globally in 2015. The largest VMS markets are the US and China, with the latter also the fifth fastest growing market over the last five years in local currency. The US saw increased sales in 2014-15 and its per capita spend is the fourth highest in the world. Canada owes its place among the top five markets to an extremely high level of per capita spend (US$28). Australians have the second highest per capita spend at US$24.

In terms of product launches, the US takes the lead, accounting for over one in 10 introductions in the period January 2013 to November 2015. This high level of launch activity is one of the driving factors behind increased sales over the last year. The US market is particularly driven by older consumers who are more engaged in the category. Going forward, most global markets will benefit from an ageing population, as well as product innovations that address benefits that appeal to younger adults, such as beauty claims.

Figure 1: top 5 markets for sales of VMS products, 2015

Source: US Census Bureau, Economic Census, Information Resources Inc, The Nielsen Company, Economist Intelligence Unit, Mintel

In terms of growth over the last five years, Brazil has seen fastest growth (18% in local currency terms), followed by South Africa and then by three more Asia Pacific markets.

The biggest growth in product claims for new VMS launches is in products that are “suitable for” consumers such as diabetics, vegetarians etc. Some individual claims that have seen a particular increase in launch activity during the review period are ‘free-from’ claims such as gluten free and reduced allergen and some of this is due to consumers increasingly restricting their intake of certain food groups because they are dieting or for intolerance reasons. The UK’s escalating obesity crisis has resulted in an increase in the number of people dieting, with regimes such as the 5:2, Dukan and Paleo diets amongst the most popular. Similarly, increasing awareness of food allergies and intolerances has also resulted in more people avoiding certain types of food. This points to an opportunity for brands to create diet-support vitamins designed to ensure dieters get all the vitamins they need as they cut out certain types of food

Overall, the most popular functional claims are boosting the immune system, energy claims, cardiovascular, and brain & nervous system. In China, immunity enhancement is the leading reason why purchasers of health supplements take these products; 71% buy products with this benefit compared to 44% who buy supplements to help improve sleep quality.

Figure 4: global launches of VMS products, % by top 5 claim categories, January 2013-November 2015

Source: Mintel GNPD

* Please note: the market size data referenced in this report is current as of November 31, 2015