Given the wide and still increasing variety of single vitamins and multivitamins available in the market, there is an opportunity for both new and established brands to launch subscription services that deliver regular shipments of different vitamins based on a variety of factors. Several companies have done just that, tapping into the growing trend of personalisation, and the desire for targeting based on gender, age, and health concerns.
Similar to dietary supplements, there is also an expectation of strong growth in non-pill formats in vitamins in the years to come. Although they are a relatively new innovation in the dietary supplements category, gummy vitamins have been popular for quite some time, and likely have less room for growth.
More than two years on from the onset of the pandemic, there seems to be sufficient data to conclude that the consumption of both single vitamins and multivitamins will remain well above their levels in 2019 in the years to come, although not all categories will surpass their peak sales in 2020. There are likely to be several reasons for the growth in vitamins consumption during 2020 appearing to be sustainable.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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