PROSPECTS AND OPPORTUNITIES
Positive outlook for vitamins driven by holistic health trends and innovation
Sales of vitamins in the US are projected to grow steadily over the forecast period, fuelled by a consumer shift towards holistic health and preventive care. This trend is set to be further supported by the expansion of brands across diverse distribution channels and the adoption of impactful marketing strategies, such as loyalty programmes, influencer collaborations, educational events, partnerships with health professionals, and health-tracking mobile apps.
Functional wellness products pose growing competition to vitamins
Over the forecast period, vitamins is expected to face increasing competition from functional wellness products, which are gaining traction across various US industries. Innovation is booming in categories like soft drinks, packaged food, hydration products, and sports nutrition, with many brands incorporating added vitamins to attract health-conscious consumers seeking convenient, flavourful alternatives.
Personalised solutions: the next frontier in the US vitamins market
The US vitamins market is experiencing a shift toward personalised offerings tailored to gender, age, and specific health needs, driven by growing consumer awareness of nutrition and a desire for tailored health solutions. Manufacturers are responding by segmenting products and incorporating targeted benefits—such as cognitive support or beauty-enhancing ingredients—to stand out in a competitive market.
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Overview:
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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Vitamins in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Vitamins in USA?
- Which are the leading brands in Vitamins in USA?
- How are products distributed in Vitamins in USA?
- How has the regulatory and operating environment for Vitamins changed in USA?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Vitamins in the US - Category analysis
KEY DATA FINDINGS
Value sales of vitamins rise in 2025 amid a growing focus on preventative health
Nature Made remains on top but private label benefits from innovation to win share
E-commerce extends its leading position in vitamins
Positive outlook for vitamins driven by holistic health trends and innovation
Functional wellness products pose growing competition to vitamins
Personalised solutions: the next frontier in the US vitamins market
Consumer Health in the US - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Vitamins
- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Vitamins research and analysis database.
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