Vitamin and mineral supplements — the largest segment of the nutraceuticals market —  continued to maintain healthy growth in 2024, according to industry estimates.

Market research firm Mintel projected that the U.S. vitamin and mineral market reached $37.4 billion in 2024, experiencing year-over-year growth of 3.2% compared to sales in 2023. In the long term, the company anticipates that vitamin and mineral sales will continue to grow at a CAGR of 9.9% to reach $41 billion in 2029.

“There were some major bright spots in terms of ingredients,” said Scott Dicker, senior director of market insights at SPINS. Magnesium, for example, has been riding high due to interest in its potential mood benefits, he said, and essential nutrients will perform extremely well thanks to widespread adoption of GLP-1 medications.

“I anticipate that both [protein and vitamins/minerals] will have very strong growth years in 2025, with multivitamins having their best year in quite some time,” Dicker noted. 

Across all products classified as “Multivitamins” that SPINS tracks, the top-selling single products were:

• Biotin ($13 million, -20.1%);
• Vitamin C ($11.39 million, +31.6%);
• Magnesium ($8.3 million, +1,577%);
• Folic Acid/Folate ($4.95 million, +334.6%);
• Vitamin B12 ($3.21 million, +140.1%);
• Vitamin D ($2.2 million, +178.5%).

All of the products SPINS placed in the “Minerals” category experienced a 13% increase in sales in the past year to reach $716 million. These sales were led by:

• Magnesium ($310 million, +23.9%);
• Iron ($90 million, +1%);
• Zinc ($61 million, -11.7%);
• Potassium ($41.9 million, -4.8%);
• Chromium ($34 million, -0.8%).

In the category of hydration and electrolyte products tracked by SPINS, which grew 27.7% in sales to reach $773 million, minerals were the top-selling ingredients, led by multi-mineral combinations ($635 million, + 34.3%), trace minerals ($3.9 million, +11.3%), magnesium ($2.7 million, +120.6%), and potassium ($2.2 million, +190.6%).

Precision and Personalization

Year after year, personalization and precision nutrition are becoming more influential for vitamin and mineral supplement formulations.  

“Personalized VMS products will dominate the market as consumers seek tailored solutions for their unique health needs. Brands that invest in customization and targeted solutions are likely to see significant growth,” David Hamlette, research analyst at Mintel, reported. The one-size-fits-all multivitamin will be left in the dust, he said.

Brands can try personalizing supplements to life stages, genders, and health conditions to varying degrees, said Karin Hermoni, founder of Imagine Health Solutions. “Gender specific supplements, and life stage-specific and condition-specific solutions are grabbing attention, with personalized or semi-personalized strategies to capture the relevant audience.”

Beyond pleasing consumers, precision multivitamins “could be a game changer for people’s health,” said Darrin Starkey, ND, vice president of education and training at Trace.

Companies on the supply end are investing in “more efficient manufacturing capabilities allow[ing] for more varieties, that also meet label claims and stability rigor over the course of shelf life,” said Gregory Drew, vice president of innovation at Vitaquest international, in order to add more of the widely-popular, condition-specific botanicals and other bioactives to the standard vitamin and mineral supplement.

While it’s still in its nascent stages, “we foresee the growing utilization of nutrigenomic information to address perhaps not individual consumers in the near term, but clusters of people sharing common health concerns,” said Sam Wright IV, CEO of TWG Health and Nutrition. “Nestlé, as an example, has made major commitments in this regard. We also see the use of artificial intelligence interacting with genomic information to help create the next generation of nutritional solutions, maybe from birth.”

Personalizing multivitamin formulas presents great challenges, Hermoni noted. While questionnaires, wearables, at-home testing, and lifestyle/nutrition coaching can empower consumers, “the operational toll of personalization is quite challenging. One of the practices that can help simplify this process is segmenting the customers into well-defined personas … this approach allows brands to create several base formulas with vitamin and mineral doses that are accurate to the segment.”

There are plenty of breakthrough brands making waves in personalization today.

Recently, Bioniq launched a line of subscription supplements with customization at its core. It utilizes health questionnaires and data and, thanks to its novel delivery system, offers fully-customized formulas in granule format, scooped like a powder. The platform is powered by Bioniq’s AI algorithm, which evaluates users’ blood biomarker data alongside height, weight, age, lifestyle, and health goals, against the company’s database of customers across five continents.

Persona, a supplement brand recently acquired by Nestlé, provides recommendations to consumers via its subscription-based platforms through custom vitamin packs, with a more condition-specific frame of reference. It features a vitamin assessment, algorithm, a drug-nutrient interaction checker, and other methods to create custom combinations from its library of 60 supplements.

Persona is one of a handful of companies also providing its subscribers with access to registered dietitians, pharmacists, and other health experts who can answer consumers’ questions about their routines. Recently, the company opened this program as a turnkey white-label solution for other brands, where consumers will have access to this full suite of services. 

Longevity in Focus

Starkey noted that vitamin and mineral products are also marketed more frequently toward people interested in longevity and healthy aging. Various forms of vitamin B3, such as niacin or nicotinamide, have seen a strong spotlight in this category for their roles in the production of nicotinamide adenine dinucleotide (NAD+), which is associated with reduced telomere aging, a strong marker of biological age.¹

“In light of our dysfunctional healthcare system, consumers are doing what they can to not only treat their chronic health conditions but prevent and possibly predict future ones in an effort to avoid traditional healthcare to the extent possible,” concurred Wright. “This becomes more important as the population continues to age. Seventeen percent of the U.S. population is over the age of 65 today.”

The GLP-1 Factor

Vitamins and minerals are finding their way into products made to support users of GLP-1 medications, Starkey said. In addition to addressing the nutrient gaps that may come with drastically reduced caloric intake, “boosting the natural GLP-1, particularly when our body ‘forgets’ how to do it itself, while also balancing the microbiome for long-term success as well as supporting the emotional ride, controlling cravings, and enhancing satisfaction are need areas specific to this population.”

About one in eight U.S. adults (12%) have tried a GLP-1 agonist, per KFF, and the nutraceuticals market will need to create an entirely distinct infrastructure to support the needs of consumers dependent on these medications, Wright said.

Nestlé launched a line of frozen meals to replenish nutrient deficiencies in GLP-1 users and a website which features products, including several multivitamins, suitable for GLP-1 drug users. The site also offers a portal to schedule consults with a registered dietitian, other guidance, and options to “build your GLP-1 bundle.”

Replenza launched a line of powdered formulas with 22 essential nutrients specifically designed to address common deficiencies among these consumers. The formula also features probiotics and enzymes to address potential digestive complaints, and a vitamin B complex and ashwagandha to support energy and stress.

Youtheory’s GLP-1 Support Multi was formulated by Dr. Louis J. Aronne, a physician specializing in weight loss and GLP-1 medication. It contains forms of vitamins and minerals thought to be both highly absorbable and easier on the stomach, addressing the digestive health complaints shared by many GLP-1 medication users. 

Getting Gastronomical

Gummies are still the top-selling dietary supplement format, with estimates indicating they hold around 25% market share. However, multivitamin gummies and other candy-like delivery formats come with inherent challenges related to stability and active ingredient loads that are difficult or expensive to overcome. New technologies that can carry high doses while also providing a sense of indulgence are in high demand, Hermoni noted.

“Delivery formats such as chewables, with innovative and relevant sensorial aspects such as flavors and effervescent technologies” will help product formulators stand out on shelves, concurred Michael Anthonavage, vice president of innovation at VitaQuest International.

“New formats of tablets and stick-packs, including on-the-go powder formats, effervescent delivery systems, and no-water-needed formats such as direct-to-mouth” are poised for growth in the near future, said Lauren Samot, RD, commercial innovation leader at Vitaquest International. “Food-based ingredients, whole foods, plants, mushrooms, and plant fibers are continuing to garnish more research dollars, therefore experiencing a renaissance in new claims and applications across multiple categories.”

Bars, powders, and sports drinks will continue to gain traction, but “there is also a rising interest in deriving additional functional benefits from everyday foods like yogurts, cereals, and healthier snack options,” said Oliver Riemann, senior manager of marketing and business development for Albion Minerals at Balchem. “Optimizing micronutrient content can be the winning formula to meet the demand for ‘complete food’ solutions.”

Manufacturing company Melt & Jet recently launched a new vitamin and mineral supplement matrix based on freeze-dried fruits, made from fruit puree and nothing else, Hermoni noted. The format melts on the tongue, and “is able to carry high loads of vitamins and nutraceuticals without the need for added sugars, additives, or stabilizers. Moreover, the freeze-dry technology, known to preserve nutrients over time, is utilized in new ways, where the delivery system itself works harder for us, helping to preserve the actives in the final dosage form.” 

“Brands are focusing on finding the optimal combination of the right ingredients and know-how to deliver effective products. One effective strategy to address this formulation issue is choosing microencapsulated vitamins or chelated minerals.”
— Oliver Riemann, Albion Minerals at Balchem

Ethical and Performance Claims Maintain Traction

A growing base of mainstream vitamin shoppers is becoming heavily informed about their products. As a result, ethical claims like organic, sustainable, and fair trade, as well as claims related to enhanced bioavailability, continue to gain traction, Anthonavage said.

Especially for children’s multivitamins, “parents will gravitate toward safe and clean vitamins,” said Kate Quackenbush, director of communications at Gnosis by Lesaffre. “Still, today, when people think of vitamins, they think more of ‘chemistry’ rather than ‘organic’ and ‘natural,’ as they would view an herbal ingredient. So incorporating a genuinely natural vitamin will be highly appreciated and trusted.”

While demand for specialized forms of vitamins and minerals once came mostly from manufacturers, consumers are more invested and well-versed in specialized forms, said Starkey. “As consumers turn the bottle over to look at the Supplement Facts panel, they want to see not only a full spectrum of vitamins and minerals, but they also want to see specific sources, forms, and premium ingredients when applicable. For example, we have recently reformulated several products to use methylcobalamin as the source for vitamin B12 and l-5-methylfolate as the source for folate. These simple changes to ingredients offer better absorption, especially for those with the MTHFR mutation.” 

“Ways in which leading-edge companies have been successful have been with appeals to enhanced bioavailability, unique ingredient mixes, novel vitamin derivatives such as riboflavin-5’-phosphate, pyridoxyl-5’-phosphate, 5’-MTH-folate, nicotinamide riboside chloride, vitamin K2, cobalamin concentrate, chelated minerals, active forms of thiamine, vegetarian D3, and more,” concurred Wright.

It’s no small undertaking to create complex formulations that address shelf life challenges, or nutrients that compete for absorption.

“Brands are focusing on finding the optimal combination of the right ingredients and know-how to deliver effective products. One effective strategy to address this formulation issue is choosing microencapsulated vitamins or chelated minerals,” Riemann said. 

To truly validate a product’s stability, research must be done on that finished matrix, not just ingredients, noted Quackenbush. For instance, Gnosis tested its MenaQ7-magnesium matrix in tablets at ambient conditions, at 25 degrees Celsius, and at 40 degrees Celsius to ensure at least a 6-month shelf life. On a similar note, consumers are also recognizing “synergistic” as better than the sum of its parts, and expect some proof via studies on finished formulas, she said.

Aside from vitamin and mineral forms, “in an ever-more-difficult effort to differentiate in a crowded space, nutrient delivery via liposomes, nanotechnology, sublingual tablets, and potentially other mechanisms can offer meaningful points of uniqueness to otherwise commodity products,” said Wright.

Women’s Health and Formulating for Children

Pressure is mounting for companies to validate their products for women and children. 

“Women’s nutritional needs across the lifespan are quite a bit more complex than for men since their lives change so much from stage to stage … although breast cancer gets all the fund-raising walks and ads, cardiovascular disease, which presents quite differently in women, kills 10 times more than breast cancer in any given year. Women also tend to diet more than men do over their lifetimes, increasing their risk for recurring nutrient deficiencies,” said Wright.

On the delivery side, women over-index in pill fatigue compared to men. It’s important to “excite and delight” female consumers who struggle more physiologically to swallow pills, and strongly value enjoyment in their supplement products, Hermoni said.

As nutraceutical studies begin accounting for women’s unique needs, and how those needs fluctuate across menstrual cycles, product developers will have more knowledge at their disposal to tailor multivitamins in sync with monthly changes, Hermoni noted. She pointed to Perelel Health’s Cycle Support multivitamin as one example. Nutrient dosages in these subscription packs phase in conjunction with the consumers’ menstrual cycle to provide more precise support.

“This new mindset will be at the heart of additional innovation and will impact the way we develop products, the way we substantiate ingredients, and the way we market,” she added.

Quackenbush noted the importance of evaluating whether product benefits change across puberty and menopause, two critical thresholds in which nutritional needs change substantially.

A 2013 study, for instance, found that supplementing with a form of vitamin K2 as MK-7 marketed by Gnosis as MenaQ7 was associated with reductions in measures of aortic stiffness and osteoclastic activity in bones in menopausal women, Quackenbush noted.²

There are still new benefits emerging when evaluating optimal nutrient dosages in children’s multivitamins, along with overlooked deficiencies, she added. “Several studies have shown that children and prepubertal girls are deficient in K2 … Children supplementing with 45 mcg K2 had healthier levels of K2-dependent proteins osteocalcin and Matrix Gla protein (MGP) for healthy cardiovascular structure.”³

While the popularity of gummies persists, parents are reconsidering whether they’re the best product form to give to their children. Many dental companies and practitioners have voiced concerns that the sugar present in gummies (as well as citric acid in sugar-free gummies) is uniquely concerning as gummies leave a sticky residue that adheres to the grooves of teeth.

Powders and effervescent systems are proving to be enjoyable alternatives for kids. “New formats in hydration are also becoming popular as they are being positioned as alternatives to soda, again, to move away from unnecessary calories and cavity risk,” said Samot.

Parents are also avoiding some common additives for their children, noted Starkey.  However, “there is always a good, better, and best approach to supplementation in my opinion … Parents can be driven to their knees with worry when a child digs in and refuses nutrients based on taste,” and gummies and other candy-like formats end up being more practical. “I’d rather an individual take a bite of an apple than not eat any of it at all.”

“The replacement of these formats must ultimately satisfy or replace the current experience,” concurred Drew. “Children operate on a much different level in terms of expectation in this area.”

Some companies are already building their branding on being a healthier alternative to gummies. Hiya, a children’s multivitamin company, launched a daily chewable with consultation from pediatricians, nutrition experts, and scientists, to create a single-daily-dose product with no sugar, “unnecessary dyes,” or other additives prevalent in gummies.

Despite concerns, “we think this is a minor issue in light of what other things kids eat, but the concern can be addressed with sugar-free gummies which are readily available. Kids’ gummies are here to stay, in my opinion,” said Wright.

Cognitive support ingredients are also generating more interest in the kids’ multivitamin segment, and, according to Somat, essential nutrients like choline, omega-3 EPA and DHA are making more frequent appearances as add-ons in children’s multivitamin formulas today.

Teen formulas, designed to provide more optimal nutritional support during the transition into adulthood, are also popular. Some examples include: Smartypants’ Teen Guy and Teen Girl multivitamins; One a Day VitaCraves Teen Gummies in “For Him” and “For Her” varieties; Ritual’s Teen Vitamins; GNC’s Milestones Teen Multis; and Olly’s Teen Girl Multivitamins.

Innovations in Folate and Choline

Within the broader renaissance of products formulated for women’s health across various life stages, the prenatal supplements market has been a standout.

Folate, a B9 vitamin, and choline, a B-vitamin-like compound, are noteworthy for their critical roles in cognitive development. There’s plenty of evidence, such as that presented in a recent report by the Dietary Guidelines Committee, that pregnant women often struggle to maintain adequate intake of these two nutrients, along with iron and iodine.⁴

Methylfolate ingredients, which don’t require enzymatic conversion from folic acid in the body, are an attractive option in today’s market, Quackenbush noted. “Once consumed, folic acid must undergo several steps inducted by the enzyme methylenetetrahydrofolate reductase to transform to 5-MTHF. Many women have a polymorphic form of this enzyme that blocks the conversion process, so they do not obtain the proper amount of 5-MTHF.” 

Balchem also launched Optifolin+, a 5-MTHF ingredient co-formulated with the company’s branded choline ingredient, Vitacholine, said Riemann. “Unlike folic acid, Optifolin+ is readily available for transport and use in the human body and tissues, with fewer metabolic roadblocks and no need for conversion. The addition of choline allows Optifolin+ to provide seven times the methyl groups found in other folate products,” promoting methylation, which is a vital process for cellular health and fetal development. 

Quackenbush noted that folate supplementation might be just as important for conception as it is for fetal development. A 2022 study on 269 women experiencing infertility linked Quatrefolic, an activated form of folic acid, with improved rates of achieving pregnancy, even compared to a standard folic acid supplement.⁵

New studies are uncovering that choline’s cognitive benefits extend beyond fetal development. Large-scale observational studies have linked higher choline consumption to significantly reduced risk of dementia, as well as improved global cognitive performance. Reviews also suggest that choline may have a role to play in the regulation of mood, and facilitates the production of neurotransmitters for muscle control and other brain and nervous system functions.^6-9

There have been recent calls for standardization of prenatal supplements, fueled in part by the importance of these nutrients for development. A study supported by the Center for Science in the Public Interest, for instance, found that many prescription and consumer-grade prenatal products available on the market failed to contain recommended doses of choline and iodine. Meanwhile, the Government Accountability Office (GAO) reported that the majority of the prenatals it tested had at least one nutrient above or below acceptable USP deviations for nutrients like folic acid, iodine, iron, or other vitamins, calling for FDA to establish dosage standards for this class of supplements.¹⁰

Magnesium’s Momentum

Skyrocketing magnesium sales show no sign of slowing down. This mineral, which was listed among SPINS’ “Holy Grail” ingredients for its ability to captivate consumer attention, reached $322 million in revenue last year, rising by over 40% in sales. Magnesium glycinate, a chelate which is known for its bioavailability and role in relaxation, nerve repair, and sleep, has risen by 124.9% in sales, while magnesium threonate, a proprietary chelate shown to improve cognitive performance, saw a 40.3% increase in sales, SPINS reported. 

In addition to its established roles in supporting cardiovascular function and bone health, emerging research is highlighting apparent benefits in blood sugar balance, sleep, sports performance, and, in certain chelated forms, cognitive function and stress.^11-13

Magnesium is a low-risk, relatively inexpensive ingredient, and is further popularized by patented chelates, Anthonavage said. Additionally, the public is aware that magnesium deficiency is widespread, and that these deficiencies influence prominent cardiovascular disease outcomes, mood, and sleep.

Above all else, magnesium’s sales continue to climb “because people are finding it helpful,” said Starkey. “When consumers see noticeable results, they are generally going to stick with what is working. While there is extensive research on magnesium, I believe there is still plenty of room to look at the interaction of different forms of magnesium in condition-specific applications.”

Cost-effective inorganic salts, like magnesium oxide and citrate, can cause gastrointestinal discomfort and aren’t efficiently absorbed, Riemann noted, but these forms still dominate the market.

“This highlights that there is still work to be done in educating both brands and consumers about the benefits of higher-quality minerals.” Chelation creates stronger, stable bonds, protecting minerals from interference by anti-nutrient compounds, Riemann noted. “The chelated structure also facilitates efficient metabolism by leading to enhanced absorption and reduced GI distress compared to traditionally used forms.”

Supply Chain Integrity

Due to a range of factors, all eyes are on how the dietary supplement industry will manage the global supply chain of its core vitamins and minerals.

On the heels of a fire at BASF’s facility in Germany in August, the company declared force majeure related to the production of vitamin A, vitamin E, and carotenoid precursors. “This could have been a real problem if the feed industry was hitting on all cylinders,” said Wright. “As it is, DSM, Addiseo, and various Chinese manufacturers are able to step up to fill the supply gap in the face of weak feed demand. [BASF] has alternative sites in Malaysia and soon in China, but Germany is the central location, which has also been impacted by the war in Ukraine. This is not the first time they have run into fires, explosions, lower water levels on the Rhine, and other logistical problems.”

The incoming Trump Administration’s promise to impose tariffs on all Chinese imports “on day one,” is the most troubling issue on the horizon for supply, said Wright. “Even if all competitors were on a level playing field cost-wise, we worry about supply and demand-induced price elasticity effects at the retailer and consumer level. We are hopeful that this is a negotiating ploy rather than a serious plan. We don’t think the markets would like it very much.” 

References

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7. Poly, C. et al (2011). The relation of dietary choline to cognitive performance and white-matter hyperintensity in the Framingham Offspring Cohort. American Journal of Clinical Nutrition. 94(6):1584–1591. doi: 10.3945/ajcn.110.008938

8. Dulawa, S. et al (2018). Cholinergic regulation of mood: from basic and clinical studies to emerging therapeutics. Molecular Psychiatry. https://www.nature.com/articles/s41380-018-0219-x

9. National Institutes of Health Choline Fact Sheet for Health Professionals. https://ods.od.nih.gov/factsheets/Choline-HealthProfessional/

10. U.S. Government Accountability Office (2023). Prenatal Supplements: The Amounts of Some Key Nutrients Differed from Product Labels. https://www.gao.gov/assets/d24106689.pdf

11. Solati, M. et al (2014). Oral magnesium supplementation in type II diabetic patients. Medical Journal of the Islamic Republic of Iran. 28:67. https://pubmed.ncbi.nlm.nih.gov/25405132/

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13. Zhang, Y. et al (2017). Can Magnesium Enhance Exercise Performance? Nutrients. 9(9), 946; https://doi.org/10.3390/nu9090946