Vitamin Supplements Market Analysis

Vitamin Supplements Industry Insights

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)