1. Market Research
  2. > Food
  3. > Functional Food Market Trends
  4. > Vitamin and Supplement

Get to know everything about the food supplement industry: key trends and strategies explained

  • Currently 4/5 Stars.
  • 1
  • 2
  • 3
  • 4
  • 5
45 votes

Global Vitamin and Supplement Industry Overview


Vitamins and dietary supplements are non-drug and non-hormone based functional food products that can be taken orally in the form of pills, powders, liquids or intravenously. They afford consumers added amounts of beneficial elements in their diet, including amino and fatty acids, vitamins, minerals and fiber.


In 2013, the global market for vitamin and supplements exceeded $90 billion, growing at a compound annual growth rate (CAGR) of 5% from $75 billion in 2009, according to Euromonitor.


Global Vitamin and Supplement Market Size in $USD from 2009 to 2013 



Increasing consumer awareness of the importance of vitamins and the desire to reduce healthcare costs are driving the market for disease prevention, a key component of which is the vitamin and supplement market.


Multivitamins were the most popular supplement with consumption of over $16 billion in 2013, according to Euromonitor. This was distantly followed by tonics, bottled drinks and combination supplements. Combination and multivitamin products are especially popular due to their ease of use.



Vitamin and Supplement Key Markets


The U.S., China and Japan are the largest markets for vitamin and supplements and held shares of 28%, 21% and 20% respectively in 2013, according to Euromonitor. China is currently seeing the highest growth, as the most populated country in the world attempts to control healthcare costs and focus on disease prevention. The U.S market is continuing to grow, while the Japanese market has been declining since 2006, according to Euromonitor.


Global Vitamin and Supplement Market Share per Region in 2013


Latin America and countries in Asia such as China and India will be the key markets for growth over the next few years, due to rising awareness and increasing availability of products in these regions.



Vitamins and Supplements Key Players


The vitamin and supplement market is fragmented. The top four companies– Amway, Pfizer, Herbalife, and NBTY – accounted for a share of 16% in 2013, according to Euromonitor. Across the globe, the market is also supplied by local manufacturers including large retail chains, many of which have their own brands.


Top Vitamin and Supplement Market's Companies by Market Share in 2013



Vitamins and Supplements Sales Forecast


The global vitamin and supplement market is expected to grow at a CAGR of 4% between 2013 and 2018 to reach $112 billion in 2018, according to Euromonitor.


Global Vitamin and Supplement Market Forecast 2013-2018


Going forward, the market will be driven by increased demand from more health-conscious consumers and more reliable and effective products.



Key Trends and Strategies to Generate Growth in the Vitamin and Supplement Industry


Four key trends are shaping the vitamin and supplement industry.


Consumers are More Health Conscious

People are becoming more health-conscious and more focused on preventative health care. In 2013, about 75% of the population in the U.S. took dietary supplements. Vitamins accounted for a major portion of the consumption, according to the Council for Responsible Nutrition (CRN). Women showed higher uptake of vitamins and supplements than men, and, among women, usage grew with age. Pregnant women, the elderly, children and those with specific deficiencies are key segments for vitamins and supplements.  

To respond to this trend, manufacturers need to focus on innovative information-based advertising campaigns.


People are Buying Vitamins Online

The popularity of e-commerce has increased vitamin sales significantly. The ease of purchase as well as the availability of extensive information on products online is prompting more and more individuals to buy and consume these products.

To ensure growth, manufacturers should develop their online strategy for sales but also provide information on educative websites and social media communication around their products.


Regulations on Nutritional Supplements are Set to Become More Stringent

Regulators are becoming stricter about enforcing rules on supplements. For example, in the U.S., more than half of the drugs the Food and Drug Administration (FDA) recalled due to safety issues between 2004 and 2012 were nutritional supplements.

Manufacturers should check the efficacy and safety of their products through clinical research. They should also work with regulators to ensure counterfeit and adulterated products are kept from entering the market.


Mergers and Acquisitions are Common in the Supplements Industry

The vitamin market is characterized by mergers and acquisitions, especially as a means to enter this market. Consumer goods and pharmaceutical companies are increasingly looking to acquire vitamin and supplement companies to tap into this lucrative market without the additional burden of research and other related costs. For instance, in 2012, Procter and Gamble (P&G) acquired New Chapter Inc., a Canadian supplement company, Reckitt Benckiser bought U.S.-based Schiff Nutrition and Pfizer acquired Centrum.

Companies should consider acquisitions or mergers in order to enter or grow in this lucrative market. 



Leading Associations




You might be interested in these related markets


Understand the Vitamin and Supplement Industry Quickly & Get Actionable Data Easily. The Latest Reports with Statistics & Trends from Top Industry Sources
1-10 of about 1 100 reports

Global Vitamin Industry

  • August 2015
    56 pages
  • Vitamin  

  • World  

View report >

Vitamin Markets in the US

  • March 2015
    11 pages
  • Vitamin  

  • United States  

View report >

Vitamin Industry in Europe

  • January 2015
    14 pages
  • Vitamin  

  • Europe  

View report >

Vitamin Industry in Africa and Asia Forecast

  • January 2014
    9 pages
  • Vegetable  


    Whole Grain  

  • Africa  


View report >

Vitamin Industry in Japan

  • March 2014
    11 pages
  • Vitamin  

  • Japan  

View report >

Vitamin Industry in Germany

  • January 2014
    12 pages
  • Vitamin  

  • Germany  

View report >

Protein Supplement Markets in Italy

  • January 2013
    5 pages
  • Protein Supplem  

    Dietary Supplem  

  • Italy  

View report >

Vitamin Industry in the UK

  • July 2015
    159 pages
  • Vitamin  



  • United Kingdom  

View report >

Vitamin And Supplement Industry in Nepal and Canada

  • November 2014
    7 pages
  • Vitamin and Sup  

  • Nepal  


View report >

Vitamin And Supplement Markets in the US and Brazil

  • January 2015
    9 pages
  • Vitamin and Sup  

  • United States  


View report >

About 900 reports

Purchase Reports From Reputable Market Research Publishers
(From $ 200 - $ 21 988)

Vitamin and Provitamin Markets in the World to 2019 - Market Size, Development, and Forecasts

Vitamin and Provitamin Markets in the World to 2019 - Market Size, Development, and Forecasts

  • $ 23 395
  • Industry report
  • August 2015
  • by Global Research & Data Services Oy

The expansion of the global vitamin and provitamin industry is forecast to reach 1.9% p.a. in the coming years. Between 2008 and 2014 the market increased with an average annual growth of 4.0%. Currently, ...

Vitamin And Provitamin Markets In Europe To 2019 - Mark ...

August 2015 $ 12 090

Vitamin And Provitamin Markets In Asia To 2019 - Market ...

August 2015 $ 9 031

Vitamin And Provitamin Markets In Eastern Europe To 201 ...

August 2015 $ 8 765

Global Feed Additives Market - Growth, Trends And Forec ...

August 2015 $ 7 500

The Global Market For Carotenoids

July 2015 $ 6 650

Vitamin And Provitamin Markets In Western Europe To 201 ...

August 2015 $ 6 504

Global Vitamin And Provitamin Market To 2019 - Market S ...

August 2015 $ 5 174

Functional Food Ingredients Market By Type, Application ...

June 2015 $ 4 650

Phytonutrients Market By Type, Application, Source, & B ...

June 2015 $ 4 650

ReportLinker is an award-winning market research solution that finds, filters and organizes the latest industry data so you get all the market research you need - quickly, in one place.