Vitamins Supplements Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Vitamin B, Vitamin E, Vitamin D, Vitamin C, Vitamin A, Vitamin K), By Application (Healthcare products, Pharmaceuticals, Food and beverages, Animal Feed, Personal care), By Source (Synthetic, Natural, Plant, Animal, Others), By Form (Powder, Tablets, Capsules, Soft gels, Gummies), By Distribution Channel (Hospital Pharmacies, Retail Pharmacies, and E-stores, Hypermarkets/supermarkets), By Region and Competition, 2020-2030F

Market Overview

Global Vitamins Supplements Market was valued at USD 50.28 billion in 2024 and is expected to reach USD 86.34 billion by 2030 with a CAGR of 9.43% during the forecast period. Vitamin supplements are designed to enhance the regular diet by providing individuals with the necessary daily nutritional value. Vitamins play crucial roles in the development and proper functioning of the body, acting as hormones, coenzymes, and antioxidants. Various factors such as shifting dietary preferences, busy lifestyles, rising employment rates, and increased awareness of the health benefits associated with vitamin supplements are expected to positively influence the global market growth.

Due to hectic schedules, many individuals struggle to maintain a balanced diet, resulting in nutrient deficiencies. Consequently, there has been a significant rise in the consumption of vitamin supplements to fulfill daily nutrient and vitamin requirements, promoting overall health and vitality. Furthermore, the increasing healthcare expenditure worldwide is anticipated to drive the demand for vitamin supplements. Additionally, the growing elderly population in both developed and developing economies presents lucrative opportunities for market players in the forecast period. The senior population, in particular, relies on vitamin supplements to meet their dietary needs, promote bone health, and support overall well-being.

Key Market Drivers

Rise in The Demand for Functional And Nutritionally Enriched Processed Food Products

Consumers are becoming more health-conscious and are actively seeking foods that can support their overall well-being. This has led to a shift in focus from mere caloric intake to the nutritional quality of foods. Consumers with specific dietary preferences (e.g., vegetarian, vegan) or restrictions (e.g., gluten-free, lactose-free) are seeking processed foods that not only meet these requirements but also offer added nutritional benefits. Consumers are looking for convenient options that fit into their busy schedules without compromising on nutrition. Functional foods that provide quick and balanced nutrition are gaining popularity. Brands are increasingly highlighting the nutritional benefits of their products on labels. Claims like "high in fiber," "rich in antioxidants," or "good source of vitamins" attract health-conscious consumers. Consumers have easy access to nutritional information and research, which empowers them to make informed choices about the foods they consume. According to the Council for Responsible Nutrition's 2023 survey, 74% of U.S. adults use supplements regularly, with 92% viewing them as essential for health. Europe ranks as the third-largest market, with an emphasis on scientific validation and regulatory compliance for health claims.

Increase in The Incidence of Vitamin Deficiencies

The increase in the incidence of vitamin deficiencies is a concerning health trend that has been observed in various parts of the world. Modern diets that are high in processed foods, sugars, unhealthy fats, and low in whole fruits, vegetables, and whole grains can lead to inadequate intake of essential vitamins. Socioeconomic factors can restrict access to fresh, nutrient-dense foods, leading to diets that lack the necessary vitamins.  People following restrictive diets, such as vegetarian or vegan diets, may be at a higher risk of certain vitamin deficiencies if they do not carefully plan their diets to include essential nutrients.  Certain medical conditions and digestive disorders can impair nutrient absorption, leading to deficiencies even when a person's diet seems sufficient. As cultures adopt more processed and Westernized diets, traditional nutrient-rich foods may be replaced with energy-dense, nutrient-poor alternatives. In 2023, the U.S. Department of Agriculture's Child and Adult Care Food Program (CACFP) serves over 4.2 million children and 138,000 adults daily, demonstrating institutional support for children's nutrition needs.

Increase in the Aging Population

Older adults may have reduced nutrient absorption, increased nutrient requirements, or limited dietary intake due to various factors, increasing their risk of vitamin deficiencies. With aging, the body's ability to absorb certain nutrients, such as vitamin B12, vitamin D, and calcium, can decline. This can lead to lower levels of these vitamins in the bloodstream.  Changes in stomach acid production and digestive enzyme activity can affect the breakdown and absorption of nutrients from food. Older adults might experience changes in appetite, taste perception, or a reduced sense of smell, leading to decreased food intake and potentially nutrient deficiencies. Some older adults may have limited access to nutritious foods, leading to an imbalanced diet that lacks essential vitamins and minerals. Health conditions such as diabetes, gastrointestinal disorders, and kidney disease can affect nutrient metabolism, utilization, or increase nutrient excretion. According to WHO, by 2030, 1 in 6 people in the world will be aged 60 years or over. At this time the share of the population aged 60 years and over will increase from 1 billion in 2020 to 1.4 billion. By 2050, the world’s population of people aged 60 years and older will double (2.1 billion). The number of persons aged 80 years or older is expected to triple between 2020 and 2050 to reach 426 million.

High Demand for Nutritionally Enhanced Processed Foods

The high demand for nutritionally enhanced processed foods is a notable trend driven by changing consumer preferences, health consciousness, and advancements in food science and technology. Consumers are increasingly prioritizing their health and well-being, seeking out foods that offer functional benefits beyond basic nutrition. Nutritionally enhanced processed foods can provide added vitamins, minerals, antioxidants, and other bioactive compounds that support various aspects of health. Processed foods are known for their convenience, and when these foods are also nutritionally enhanced, consumers can enjoy both ease of preparation and the assurance of improved nutritional content. Busy schedules and on-the-go lifestyles have led consumers to look for foods that provide quick, balanced nutrition. Nutritionally enhanced processed foods can fill this need by offering a convenient source of essential nutrients. The development of new functional ingredients, such as plant-based proteins, probiotics, prebiotics, and superfoods, has expanded the possibilities for creating nutritionally enhanced processed foods. Nutritionally enhanced foods can be formulated to target specific health concerns, such as heart health, digestion, weight management, and energy levels, appealing to consumers seeking tailored nutritional solutions.     

Download Free Sample Report

Key Market Challenges

Consumer Mistrust Resulting from Deceptive Marketing Practices Poses a Significant Obstacle To Market Expansion

Manufacturers and marketing agencies employ a wide range of advertising strategies to boost the sales of vitamins supplements. Unfortunately, some of these strategies involve making false claims about the effectiveness of these supplements, luring unsuspecting customers with promises of fast and superior results. Consequently, first-time buyers are often left disappointed when these products fail to deliver as promised.

Deceptive marketing may involve making unsubstantiated claims about the benefits of vitamin supplements that lack scientific evidence. Consumers who purchase supplements based on such claims may feel misled and dissatisfied if the promised results are not achieved. Deceptive marketing might withhold or obscure important information about potential risks or interactions associated with vitamin supplements. This lack of transparency can lead to distrust. The dietary supplement industry is regulated differently from pharmaceuticals, and this can create opportunities for unscrupulous marketers to make false or exaggerated claims without facing the same level of scrutiny.

While the number of misleading advertisements is relatively small compared to genuine ones, these instances have eroded consumer trust in the efficacy and value of vitamins supplements. This challenge significantly hampers the adoption and usage of such supplements by new customers, ultimately impacting market growth in the forecast period.

Product Quality Concerns

Deceptive marketing can also involve misrepresenting the quality, purity, or sourcing of vitamin supplements. Consumers may become concerned about the safety and effectiveness of products if they suspect misleading practices. Misrepresenting the quality or purity of supplements can pose health risks to consumers. If consumers believe they are purchasing a high-quality product but receive a substandard or contaminated supplement, their health could be compromised.  Consumers may invest their money and hope in supplements that do not deliver the promised benefits due to deceptive marketing. This leads to financial waste and disappointment. Instances of misrepresentation can lead to negative media coverage and consumer backlash, harming the reputation of the brand and the broader supplement industry. Concerns about deceptive marketing may deter some individuals from using supplements altogether, even when legitimate products could offer health benefits.

Key Market Trends

Increasing Demand for Personalized Supplement

The increasing demand for personalized supplement solutions is an emerging trend in the vitamins supplements market. A growing number of online retailers and manufacturers are providing consumers with access to personalization tools and platforms. These tools allow consumers to create a specialized supplement list tailored to their nutritional requirements, health conditions, and preferences. By collecting data on a consumer's supplement regime, sleep patterns, and daily activities, these online tools can make recommendations based on specific needs. This will cater to the growing consumer needs by providing individuals with customized nutrient information based on their health requirements.

In recent years, several new players have entered the market, offered subscription-based customized supplement plans and delivering dietary products directly to customers. It is expected that more such businesses will emerge in the coming years. These factors are anticipated to drive the growth of the global vitamins & vitamins supplements market during the forecast period.

Plant-Based and Sustainable Ingredients

As sustainability becomes a more significant consideration for consumers, there could be a shift towards plant-based and sustainably sourced ingredients for vitamins supplements. Consumers may prefer supplements derived from natural sources rather than synthetic alternatives. Consumers are likely to demand greater transparency about the sourcing, production, and quality control of supplements. Brands that can provide clear information and ensure traceability of their products may gain a competitive edge. Mobile apps and digital platforms could play a larger role in the vitamin’s supplements market. These tools might offer personalized recommendations, dosage tracking, and real-time health monitoring, enhancing consumer engagement and adherence. Future supplements might focus on combining multiple nutrients or bioactive compounds to offer synergistic health benefits. These functional blends could target specific health concerns, such as immune support or cognitive function. Supplements that address mental well-being, stress management, and cognitive health could become more prominent as consumers seek holistic approaches to health.

Segmental Insights

Form Insights

Based on Form, the Tablets segment emerged as the dominant player in the global market for vitamin supplements in 2024. This can be attributed to the cost-effectiveness, extended shelf life, and ease of consumption offered by tablets. Moreover, tablets are widely consumed worldwide due to their natural coating, which ensures better dissolution, efficacy, and quality. Consequently, the segment is anticipated to witness significant growth during the forecast period, driven by the increasing adoption and strong recommendations from physicians. These elements are expected to drive the demand for tablet-based vitamin supplements throughout the forecast period. Tablets offer one of the most convenient ways to consume these supplements, available for both prescription and over-the-counter use, with a wide range of vitamin options. However, there is a projected faster growth rate for vitamin gummies during the forecast period, as they are increasingly favored by the elderly and children due to their soft texture and diverse flavors. Tablets remain the most widely used and cost-effective type of vitamin supplement, enabling manufacturers to maximize dosage within a given space while also boasting a longer shelf life compared to capsules. Softgels, powder, and capsule forms of vitamin supplements are also expected to experience significant growth during the forecast period. It is worth noting that capsule forms rank as the second most consumed type of supplement globally.

Download Free Sample Report

Regional Insights

Based on Region, North America emerged as the dominant region in the global vitamin supplements market in 2024, holding the largest market share in terms of both value and volume. The region's high consumption of processed and ready-to-eat foods, coupled with unhealthy dietary habits and sedentary lifestyles, has contributed to an increased prevalence of obesity and lifestyle-related disorders. Moreover, the rapidly growing geriatric population has led to a rise in chronic diseases among North Americans. Consequently, to maintain a healthy and disease-free life, North Americans regularly incorporate fortified, enriched, enhanced, and improved food products, along with various nutritious supplements, into their diversified diets. The growing awareness of health maintenance acts as a significant driver for the North American vitamin supplements market. According to the National Institute of Health, total dietary supplement sales in the United States reached an estimated USD 55.7 billion in 2020, with USD 21.2 billion attributed to supplements containing vitamins, minerals, or both. Of this total, USD 8.0 billion was spent on multivitamins/minerals and multivitamins. Furthermore, the region's abundant presence of leading market players, growing industrial development and infrastructure, and favorable government initiatives aimed at enhancing the quality of life through dietary supplements are expected to further drive regional growth.

Recent Developments

• In May 2025, Awshad introduced CalmaGummies to the market, formulated to enhance relaxation, mental focus, and sleep quality. Each gummy contains 135mg of full-spectrum hemp extract, incorporating CBD and THC compounds to deliver therapeutic benefits.
• In April 2025, The Vitamin Shoppe introduced GLP-1 Support from Whole Health Rx, a product line offering nutritional supplements for individuals using GLP-1 medications in their weight management programs.
• In March 2025, Life Time has introduced NOURISH, a drinkable multivitamin and greens powder, as part of its LTH supplements product line. Each serving of NOURISH contains 23 essential vitamins and minerals, which is 21% more than competing brands.
• In February 2025, Fenix Health Science expanded its brain health product portfolio with enhanced formulations in its Omega, Neuro, and Mineral product lines. The Omega product line incorporates Lysoveta LPC, an ingredient that enhances Omega-3 absorption to support cognitive function.
• In May 2020, Homart Pharmaceuticals successfully launched three distinct vitamin C products under the renowned brands Toplife and Springleaf, catering to the growing demand for immune-related products.
• In May 2020, Homart Pharmaceuticals unveiled three new vitamin C products under the esteemed brands Toplife and Springleaf, aiming to meet the surging demand for immunity boosters amidst the COVID-19 pandemic.    
• In April 2020, itSpray successfully introduced BOOSTit in Arizona and Nevada, an exceptional oral spritz vitamin brand that employs a sublingual delivery system, ensuring faster efficacy compared to gummies, powders, and pills.
• In January 2020, Franchise Group, Inc. introduced its latest product, Vthrive, as an expansion to its existing line of vitamins, protein, and supplements.

Key Market Players

·         Glanbia Plc

·         Pfizer Inc.

·         Bayer AG

·         Amway Corp.

·         GlaxoSmithKline plc.

·         Good Health New Zealand

·         The Nature's Bounty Co.

·         NOW Foods

·         Abbott

·         Herbalife Nutrition

Report Scope:

In this report, the Global Vitamins Supplements Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Vitamins Supplements Market, By Type:

o   Vitamin B

o   Vitamin E

o   Vitamin D

o   Vitamin C

o   Vitamin A

o   Vitamin K

• Vitamins Supplements Market, By Application:

o   Healthcare products

o   Pharmaceuticals

o   Food and beverages

o   Animal Feed

o   Personal care

• Vitamins Supplements Market, By Source:

o   Synthetic

o   Natural

o   Plant

o   Animal

o   Others

• Vitamins Supplements Market, By Form:

o   Powder

o   Tablets

o   Capsules

o   Soft gels

o   Gummies

• Vitamins Supplements Market, By Distribution Channel:

o   Hospital Pharmacies

o   Retail Pharmacies

o   E-stores

o   Hypermarkets/supermarkets

• Vitamins Supplements Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  India

§  Japan

§  Australia

§  South Korea

o   South America

§  Brazil

§  Argentina

§  Colombia

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Vitamins Supplements Market.

Available Customizations:

Global Vitamins Supplements market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Global Vitamins Supplements Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]