Vitamin Supplements Market Size & Share Analysis - Trends, Drivers, Competitive Landscape, and Forecasts (2025 - 2032)

Vitamin Supplements Market Trends & Growth Drivers

Online Sales Are the Biggest Trend in the Market

• The biggest trend in the vitamin supplements market is the proliferation of e-commerce portals. They make it easier for smaller companies to reach customers without much investment in extensive marketing campaigns.
• As per the International Trade Administration of the U.S., the global value of online retail sales is expected to cross USD 5 trillion.
• These platforms list a huge variety of similar and dissimilar products by a large number of companies.
• People can make extensive comparisons and read all product details before buying.
• Moreover, online portals offer frequent discounts and deals, as well as the option of electronic payments and home deliveries.
• For regular users, certain e-commerce websites also offer long-term product subscriptions.
• The sale of vitamin and other dietary supplements via online channels has picked up rapidly since the onset of the COVID-19 pandemic.
• This is because people saw buying online as a less risky option than crowded physical stores, which also plagued by a panic buying behavior out of fears of the supplies running out.

Rising Consciousness of Vitamins’ Benefits Propels Industry

• With the increasing education level, coupled with the greater vitamin supplement visibility, the consumer awareness regarding such products is growing.
• Additionally, various sources, both offline and online, inform people of the positive effects of these products, which is encouraging consumers to choose them.
• Additionally, the growing knowledge of diseases caused due to vitamin deficiency is compelling consumers to consume more of these nutrients.
• As per studies, 67% of the global population has an acute vitamin E deficiency.
• In children, this causes slow reflexes, walking difficulty, coordination problems, and muscle weakness.
• Vitamin E deficiency can also cause hemolytic anemia, which leads to the rupture of red blood cells.
• The deficiency of vitamins at an older age increases the risk of diseases such as night blindness, diminishing eyesight, fragile bones, and mental disorders, which is why the elderly require a more-nutritious diet.
• It is important to maintain a balance of nutrients, including vitamins, to keep the body functioning properly, which can be done by consuming additional supplements.
• Moreover, people aged 65 years and above do not go out that often, thus limiting their exposure to the sun, one of the major sources of vitamin D.
• Hence, the dependence on such products at this age increases.

High Cost of Bio-Based Supplements Hamper Market Growth

• Vitamin supplements, especially those derived from natural plant sources, may be differently priced based on ingredient availability.
• The availability of the ingredients is itself subject to the harvest season and the actual yield, which can be affected by unfavorable weather, plant diseases, pests, poor harvesting and storage techniques, and other factors.
• Therefore, while products may be cheap during times when harvest is plentiful, other times, the prices may be significantly higher.
• For instance, peppermint grows rapidly when the conditions are right, which means spring, moisture, and sunlight.
• Similarly, fennel is a crop of the summer, thriving under both slight shade and bright sunshine.
• Moreover, ginger is planted in the summer or spring and then harvested in the winter.
• Therefore, supplements containing fennel, ginger, and peppermint will be relatively more expensive in winter, spring, and summer, respectively.
• Additionally, if grown organically, these ingredients tend to be even costlier, thus limiting their uptake in developing countries.
• As per studies, organic vitamin supplements can cost as much as 60% more than their conventional counterparts.
• Synthetic ingredients, the availability of which does not depend on season, are an alternative, but they come with their own share of concerns.
• The biggest among them is side-effects and the potential to cause more harm than benefit.
• Additionally, in certain cases, such as when marketed for a health purposes, these products need to meet national safety certifications, such as USP, IP, and BP.

Vitamin Supplements Market Analysis

Type Insights

Multivitamins accounted for the largest revenue share, of around 45%, in 2024, and this category is further expected to maintain its position during the forecast period. This can be ascribed to the growing number of people consuming improper diets, rising prevalence of chronic diseases, booming spending on health-related products, burgeoning geriatric population, and high R&D expenditure, to offer new products.

Moreover, the healthy eating awareness initiatives by government entities, non-government organizations, and enterprises around the world have made consumers realize the benefits of multivitamin supplements, which is expected to fuel the market size.

Vitamin D is the fastest-growing category due to the increasing awareness of the risks posed by the deficiency of this nutrient. A severe vitamin D deficiency can cause bent bones in children, leading to incorrect growth patterns, muscle weakness, bone pain, and joint deformities. Common symptoms in adults include fatigue, muscle cramps, depression, and bone pain. Additionally, due to its role on regulating the metabolism of calcium, its deficiency can cause hypercalcemia and, further, secondary hyperthyroidism.

Here are the types studied in the report:

• Multivitamin (Largest Category)
• Vitamin A
• Vitamin B
• Vitamin C
• Vitamin D (Fastest-Growing Category)
• Vitamin E
• Vitamin K

Distribution Channel Insights

Offline distribution channels account for the larger revenue share, of around 80%, in 2024. This can be attributed to the availability of a wide range of products, ease of selecting the desired products, and advantage of being able to buy these products along with regular groceries under the same roof associated with brick-and-mortar stores. Moreover, hypermarkets/supermarkets are gaining acceptance owing to their organized product displays, willingness of customers to pay premium prices for specific goods, and the direct relationship between a sales executive and a customer aid in the understanding of consumer preferences for brands and products.

Online channels will register the fastest growth during the forecast period. The growing popularity of online purchasing, as a result of the busy lifestyles, shopping convenience, and provision of product reviews and all relevant information on these platforms, is projected to increase the sale of vitamin supplements from e-commerce portals.

We have analyzed the below-mentioned distribution channels:

• Offline (Larger Category)
  • Hypermarkets/supermarkets
  • Specialty stores
• Online (Faster-Growing Category)

Application Insights

Healthcare applications hold the largest revenue share in 2024 and they are expected to witness the fastest growth during the forecast period. This can be ascribed to the increasing number of pharmaceutical manufacturers, rapid launch of new products, and growing healthcare infrastructure associated with government initiatives.

Moreover, due to the rising cost of healthcare, people are turning toward vitamin supplements, as they provide various health benefits, such as helping in the proper functioning of the immune system, strengthening the bones and joints, and improving vision.

The report contains analysis on the following applications:

• Food and Beverage
• Healthcare (Largest and Fastest-Growing Category)
• Personal Care
• Others

Form Insights

Tablets hold the largest vitamin supplements market share in the form segment, of around 40% in 2024, owing to their cost-effectiveness, longer shelf life, easy availability, and ease of consumption. Capsules will witness the fastest growth during the forecast period. This can be attributed to the faster digestibility and dissolvability of capsules in the gut than tablets. Additionally, capsules are less likely to have an unpleasant taste or odor, and they are also tamper-resistant. The increasing need for microencapsulating finished goods, to ensure controlled release, is another factor driving the demand for the capsule form.

Moreover, gummies contribute significant segment revenue, and their sales will advance with a substantial CAGR during the forecast period. Vitamin supplements in the gummy form resemble small fruit candies, such as jelly beans. Adults who love to eat and chew jelly candies are readily tempted to consume nutritional gummies because of their similar flavor and appearance to candies.

The forms part of the research scope are listed below:

• Powder
• Tablets (Largest Category)
• Capsules (Fastest-Growing Category)
• Softgels
• Gummies
• Others

End User Insights

Adult women account for the largest revenue share in 2024 and they are expected to dominate the end user segment during the forecast period as well. This is mainly attributed to the rising incidence of vitamin deficiency, growing awareness regarding health, high consumption of multivitamin products to protect the skin from UV rays, and growing need for vitamin-D-rich products for the growth of the bones in pregnant and breastfeeding women.

Additionally, the regular diet's inability to provide enough of the necessary nutrition leads to a reliance on dietary supplements, of which vitamin supplements are the key component. This is because these nutrients are responsible for the proper functioning of the nervous and immune systems, which is necessary for proper health.

Elderly citizens are the fastest-growing end users due to the wide array of health issues they suffer from. This population needs to maintain optimum vitamin levels to keep their nervous system in proper condition and absorb essential nutrients from food. As per a study, vitamin D deficiency in this age group is frequently associated with poor physical performance, low muscle mass, and an elevated risk of falling down. As per the United Nations, in 2050, around 22% of the world’s population will be 60 years and older, almost doubling from 12% of the total in 2015.

Here are the categories of this segment:

• Adult Women (Largest Category)
• Adult Men
• Elderly Citizens (Fastest-Growing Category)

Regional Analysis

North America accounts for the largest revenue share, of around 35% in 2024, and it is further expected to maintain its position in the market during the forecast period. This high revenue can be attributed to the extensive consumption of nutritional supplements, rising ready-to-eat preference of consumers, large number of providers, and extensively usage of such supplements in medicines.

The U.S. contributes the majority of the revenue to the region owing to the large consumer base, rising elderly population, growing incidence of health problems, surging number of people with a desk job, and presence of prominent players in the nation.

APAC will grow with the highest CAGR during 2025–2032, due to the increasing acceptance of nutritious and fortified meals, growing health concerns, booming geriatric population, rising healthcare expenditure, surging disposable income, and burgeoning number of local players. Additionally, the developments in healthcare infrastructure, government subsidies provided to industry giants to establish manufacturing facilities in the region, low cost of labor, and accessibility of raw materials increase the probability of the rapid market growth in the region in the coming years. Furthermore,

China generates the highest revenue in the region, and it is expected to continue the dominance during the forecast period. The huge manufacturing base for pharmaceuticals, advanced production technology, unhealthy lifestyles of adults, and increasing competitiveness among the players drive the market expansion.

In emerging economies, the consumer preference for food products enriched with vitamins, which provide additional health advantages, has increased due to a growing awareness of health and wellness. This, combined with the high cost of healthcare, is expected to lead consumers to turn their emphasis away from medical procedures and toward preventative care.

These regions and countries have been considered in the report:

• North America (Largest Regional Market)
  • U.S. (Larger Country Market)
  • Canada (Faster-Growing Country Market)
• Europe
  • Germany (Largest Country Market)
  • France
  • U.K. (Fastest-Growing Country Market)
  • Italy
  • Spain
  • Rest of Europe
• Asia-Pacific (APAC) (Fastest-Growing Regional Market)
  • China (Largest Country Market)
  • Japan
  • South Korea
  • India (Fastest-Growing Country Market)
  • Australia
  • Rest of APAC
• Latin America (LATAM)
  • Brazil (Largest Country Market)
  • Mexico (Fastest-Growing Country Market)
  • Rest of LATAM
• Middle East and Africa (MEA)
  • Saudi Arabia (Fastest-Growing Country Market)
  • South Africa (Largest Country Market)
  • Rest of MEA

Vitamin Supplements Market Share

• The market is fragmented as producing vitamin supplements does not necessitate extensive R&D and financial capital.
• This allows large multinational corporation, as well as small, local and regional firms, to thrive.
• The latter mostly limit themselves to developing countries, where the knowledge of fraudulent and genuine products is inadequate.
• Additionally, all kinds of companies promote a wide variety of protein supplements for different purposes, ranging from general health and fitness to specific chronic conditions.
• The players also have a variety of distribution channels, from hypermarkets and factory outlets to pharmacies and online stores.

Vitamin Supplements Market News

• In October 2024, Nu Skin Enterprises the MYND360 line of topical solutions and dietary supplements focused on mental health.
• In August 2024, Abbott Laboratories expanded its Pure Bliss portfolio of infante formulae marketed in the U.S. with Europe-made organic products.
• In February 2024, Herbalife Nutrition launched product combinations under the GLP-1 Nutrition Companion brand for people on weight-loss medication.
• In February 2023, Bayer AG expanded its Nutrient Gap Initiative, aimed at tackling malnutrition through enhanced access to safe dietary supplements and nutritious food.