Unlocking Innovation in Vitamins and Dietary Supplements with Premium Health Claim Combinations

With new product launches becoming more selective in the US vitamins and dietary supplements (VDS) market, the ability to clearly communicate value at launch is increasingly important. Health claims play a central role in this process, but not all claims contribute equally to premium positioning. This analysis uses Euromonitor’s Innovation and Via systems to identify which claim combinations are most closely associated with higher price points, offering insights into how brands can better align positioning and pricing.

Fewer launches highlight a more selective VDS innovation landscape

With the US VDS market expected to grow by over USD10 billion in retail value sales by 2030, innovation remains central to the category’s expansion. However, as shown below, according to Euromonitor’s Passport Innovation system, new brand and sub-brand launches in the latter half of 2025 and into the first quarter of 2026 have declined compared with earlier in the year. Rather than signalling a collapse in innovation, this appears to reflect a more selective market environment where saturation is increasing and consumers are demanding stronger proof of value, clearer benefits and more tailored solutions.

At the same time, average “first seen” prices fluctuate across the period, with some softening in 2025 followed by stabilisation. While this metric does not capture the full dynamics of pricing across the category with a limited sample size, it highlights the importance of pricing as part of overall value delivery. In a more selective launch environment, the ability to align price points with clear and defensible positioning becomes increasingly critical. However, not all claims contribute equally to perceived value, making it essential to understand which claim combinations are associated with higher price points.

Gut health and omega-3 leading claim combinations support higher pricing in VDS

As explored in this article, claims reflect evolving consumer needs and help brands connect products to broader health goals and motivations. Analysing over 55,000 VDS SKUs with health claims available in the US between Q3 2025 and Q1 2026, and focusing on combinations present in at least 1,000 products, highlights which claim pairings are associated with higher average price points.

As shown in the table above, claim combinations centred on probiotics, digestive health and omega-3 were among those linked with the highest average price points. Two themes stand out. First, gut health-related claims appear repeatedly among the leading combinations, particularly when paired with broader wellness cues such as superfood, immune system health or complementary digestive benefits. This also reflects growing consumer awareness that gut health extends beyond digestion, with increasing recognition of its links to broader areas such as immunity and overall wellbeing, making it a more versatile platform for premium positioning. Second, omega-3 features across several higher-priced combinations, suggesting it remains a versatile platform for supporting multiple health needs, from cognitive and cardiovascular health to immune support.

As innovation becomes more selective and SKU optimisation grows in importance, understanding which health claim combinations support premium pricing may provide a valuable competitive advantage. The strongest claims may ultimately be those that extend beyond emerging wellness trends and align with enduring consumer motivations, helping brands maintain premium positioning even if broader innovation activity slows.

Read our latest Competitor Strategies in Innovation briefing for more analysis on what drives staying power beyond product launches and please see our Via homepage for more help on product assortment, health claims, prices and overall SKU dynamics.