The vitamins, minerals and supplements (VMS) industry is undergoing significant transformation, fueled by changing consumer preferences, innovations in health and wellness, and the growing impact of social media trends. Below are highlights of the latest developments in key areas across categories. 

The demand for holistic and fitness-oriented supplements continues to rise as consumers prioritize products that enhance physical performance, support muscle development and provide natural, nutrient-dense options. The VMS department saw a 3.7% increase in sales year-over-year.

Condition-specific supplements have also seen a notable focus, particularly in areas such as cognitive health, calcium and bone support, reproductive health, and beauty. There is a strong consumer focus on preventive health and longevity, with shoppers increasingly investing in supplements that cater to their specific health needs.

The preference for different supplement forms is another key trend. Soft gels, capsules, powders and vegetable capsules are favored for their enhanced absorption, customizable dosing, convenience and suitability for various dietary restrictions. Notably, while some traditional forms like tablets have seen a decline, newer forms such as powders and vegetable capsules have gained popularity, reflecting a shift toward more modern, versatile supplementation methods.
 

Vitamin and Supplements Key Trends

One of the most significant trends is the growing popularity of functional ingredients. These ingredients, which include everything from cardiovascular support to brain health, digestive aids and energy boosters, are becoming increasingly sought after.

The steady growth in multi-vitamins, minerals, vitamin B and vitamins A-D-K shows shoppers are seeking supplements that support immune function, vision, heart, muscle and bone health.

Top functional ingredients in VMS:

• Magnesium: +41% in dollars; +29% in units (NCG grew 26% and 20%)

• Vitamin B: +45% in dollars; +47% in units (NCG grew 51% and 20%)

• Folic acid: +25% in dollars; +4% in units (NCG grew 19% and 8%)

• Vitamin A-D-K: +32% in dollars; +28% in units (NCG grew 26% and 24%)
   

Sports Nutrition Key Trend

The demand for products that enhance athletic performance through proper hydration, targeted supplements and essential micronutrients has grown significantly. Sales grew 24.4%, driven by the rising popularity of hydration and electrolyte supplements, creatine and intra- and post-workout products.

Hydration products have become essential for a wide range of consumers, not just athletes. The market for these products, which includes sports drinks, electrolyte powders and enhanced waters, has expanded significantly and sales have grown over 50% in recent years.

Top functional ingredients in hydration:

• Multi-minerals: +49% in dollars; +31% in units (NCG grew 30% and 34%)

• BCAAs: +12% in dollars; +23% in units 

• Magnesium: +344% in dollars; +806% in units (NCG grew 104% and 108%)

• Taurine: +835% in dollars; +728% in units 
   

Food and Beverage Key Trends

The intersection of the VMS and food and beverage industries is creating new opportunities for innovation. Functional beverages, enhanced with ingredients that provide various health benefits, are becoming increasingly popular. Additionally, incorporating protein into a variety of foods and beverages is also on the rise. Protein is now found in pastries, snacks, chips and cereals, making it easier for consumers to incorporate into their diets. 

Products with protein:

• Protein supplements and meal replacements: +9% in dollars; +7% in units

• Cookies and snack bars: +8% in dollars; +4% in units

• Chips, pretzels, snacks: +67% in dollars; +63% in units

• Cold cereals: +25% in dollars; +21% in units
   

Social Media Key Trends

Social media platforms like TikTok have become powerful drivers of trends in the VMS industry. High-protein diets, hydration, creatine, magnesium and gut health continue to be leading topics on TikTok. The viral nature of social media trends means that products can quickly gain popularity and drive sales in the VMS market.

Trending topics in the U.S.:

• Postbiotics

• CBD and CBG gummies

• Lion’s mane mushroom supplements

• Soursop bitters

• Sea moss gummies

• Plant-based proteins
   

The future of the VMS industry lies in its ability to adapt to changing consumer demands and the integration of new technologies and trends. Brands and retailers must continue to offer products that meet shoppers’ needs. By staying ahead of emerging trends and embracing personalization, co-ops can continue to thrive in the evolving landscape of health and wellness.

Source: SPINS Natural Channel + Conventional (powered by Circana)​; Dept: Vitamins & Supplements, 52 Weeks.