Vitamin Market

Market Definition

The global Vitamin Market size was valued at USD 8.85 billion in 2023, and is predicted to reach USD 13.30 billion by 2030, with a CAGR of 6.0% from 2024 to 2030. The vitamin market is a segment of the health and wellness industry that encompasses the production, distribution, and sale of vitamin supplements.

The growing number of consumers is driving the growth of the vitamin market as people are turning to the daily use of vitamin supplements for reasons including specific health concerns and improving overall well-being. It offers a wide range of products including single-vitamin supplements, multivitamins, herbal supplements, and some specialty supplements.

Also, with the growing e-commerce platforms, many vitamin supplements are sold through online mediums. This allows consumers to compare products easily, read reviews, and choose the products. The U.S. Food and Drug Administration (FDA) and the European Food Safety Authority (EFSA) set guidelines for product labeling and safety standards to ensure product safety and quality.

Market Dynamics and Trends

The increasing consumption of vitamins by aging population is driving the vitamin market growth, as health-conscious people are adopting vitamin supplements for overall well-being, bone health, and aging-related concerns. Also, there has been an increase in vitamin deficiencies due to poor dietary habits in under-developed and developing countries, such as Brazil, India, Nigeria, and others.

Vitamin supplements can help meet the growing population's daily vitamin requirements. According to a report published by BMC Public Health, in 2021, around 50% of the global population will be affected by vitamin D deficiencies. Also, about 20–90% of Europe, the U.S., and the Middle East population are not consuming vitamin D sufficiently on a daily basis.

Moreover, the growing access to online pharmacies that provide vitamins and supplements to customers at a reasonable price than offline stores is boosting the vitamins market growth. Online pharmacies, such as Amazon Pharmacy, Apollo, Pharmacy2you Ltd., and Tata 1mg, offer discounted vitamin products.

However, inconsistency in the supply of raw materials that ultimately impacts the price factor is restraining the growth of the vitamin market. On the contrary, there is a growing demand for vegan and gluten-free vitamins, such as B6 and B12, among the population with a rising inclination toward a healthier lifestyle. This is expected to create significant opportunities for the growth of the market.

Market Segmentation and Scope of Study

The vitamin market share is segmented based on source, form, type, application, distribution channel, and region. On the basis of source, the market is categorized into natural and synthetic. The natural vitamin source is further divided into animal fats, vegetable oils, dairy food, and others.

On the basis of form, the vitamins market is segmented into powder, tablets, capsules, soft gels, gummies, and others. On the basis of type, the market is categorized into vitamin A, vitamin B, vitamin C, vitamin D, vitamin E, vitamin K, and multivitamin. The vitamin B is further divided into vitamin B1, vitamin B2, vitamin B3, vitamin B5, vitamin B6, vitamin B7, and vitamin B12. The vitamin K is further divided into vitamin K1 and vitamin K2. 

Based on application, the market is divided into personal care products, food and beverages, digestive health, mental health, menstrual health, pregnancy, sports and performance, and others. The food and beverages market is further divided into infant foods, dairy products, bakery, and confectionery products. 

Based on distribution channel, the market for vitamins is bifurcated into offline and online. The offline market is divided into hypermarkets/supermarkets, specialty stores, and others. Regional breakdown and analysis of each of the aforementioned segments includes regions, such as North America, Europe, Asia-Pacific, and the Rest of the World (RoW).

Geographical Analysis

North America holds the dominant share of the vitamin market. This is attributed to the increasing consumption of organic vitamins containing staple food and plant-based proteins. For instance, in October 2022, Kappa Bioscience, a leading manufacturer of vitamin K2, launched the first organic-grade vitamin K2-MK7 for oil-based health applications in the U.S. and Canada. The product is certified by the U.S. Department of Agriculture (USDA). It is vegan and allergen-free, and presented in liquid oil format with a three-month shelf life.

Also, the growing initiatives by government organizations and education institutes in developed countries, such as the U.S. and Canada, for daily consumption of vitamins to maintain excellent health and well-being are driving the growth of the vitamin market. For instance, in June 2022, the U.S. Food and Drug Administration (FDA) launched a new education initiative focusing on daily dietary supplements in children, middle-aged adults, and older adults with vitamins, minerals, and herbs.

On the other hand, Asia-Pacific is considered the fastest-growing region. The market is analyzed across India, China, Japan, and the rest of the Asia-Pacific region. The growing awareness towards consumption of multivitamins in day-to-day life for better health and enrichment of the body coupled with the introduction of the innovative product range by well-known companies fuel the market growth.

For instance, in September 2022, GSK Plc launched the Centrum multivitamin range in India to provide consumers with nutritional requirements by gender and age. It also offers four variants of multi-vitamin products, including men, women, adults, and kids, to maintain the daily consumption of vitamins and supplements.

Furthermore, the surge in demand for functional foods and beverages due to rising acquisitions among companies to further enhance their product portfolio propels the vitamin market growth. For instance, in April 2023, Kirin Holdings Company Limited (a Japanese beverage company) acquired Blackmores, an Australian vitamin and supplement manufacturer. The acquisition is aimed at developing vitamin beverages for infants to adults. It provides resolutions related to people’s health and well-being by providing its consumers with vitamins such as juice and drinks.

Competitive Landscape

The vitamin industry includes several market players, including Amway Corporation, BASF SE, Bayer AG, DSM, ADM, Glanbia Plc, Herbalife International of America, Inc., Vitablend Nederland BV, Wright Enrichment, Inc., Jubilant Life Sciences Ltd., and others. These market players opt for various strategies, such as acquisition and expansion, to maintain their dominance in the global vitamin market.

For instance, in May 2022, Glanbia Plc (an Irish global nutrition group) acquired Sterling Technology. This U.S.-based company manufactures dairy bioactive solutions derived from bovine colostrum for immunity boosting and digestive aid. The acquisition helps to enhance the bioactive solution portfolio from Sterling Technology among the global consumers.

For instance, in December 2022, Amway Corporation launched a new business hub in Singapore with the support of the Singapore Economic Development Board (EDB). The new hub is part of Amway's plan to expand its regional product portfolio. Amway's Nutrilite brand is the world's top-selling brand for vitamin and dietary supplements, accounting for 53% of the company's overall sales. Amway's expansion into the region is expected to drive the growth of vitamin consumption among the growing population.

KEY BENEFITS

• The vitamin market report provides a quantitative analysis of the current market and estimations from 2023 to 2030. This analysis assists in identifying the prevailing market opportunities to capitalize on.

• The study comprises a detailed analysis of the current and future vitamin market trends to depict prevalent investment pockets in the market.

• The information related to key drivers, restraints, and opportunities and their impact on the vitamin market is provided in the report. 

• The competitive analysis of the market players along with their market share is provided in the report.

• The SWOT analysis and Porter's Five Forces model are elaborated in the study.

• The value chain analysis in the market study provides a clear picture of the roles of stakeholders.

VITAMIN MARKET KEY SEGMENTS

By Source

• Natural

  • Animal Fats

  • Vegetable Oils

  • Dairy Foods

• Synthetic

By Form

• Powder

• Tablets

• Capsules

• Soft Gels

• Gummies

• Others    

By Type

• Vitamin A

• Vitamin B

  • Vitamin B1

  • Vitamin B2

  • Vitamin B3

  • Vitamin B5

  • Vitamin B6

  • Vitamin B7

  • Vitamin B12

• Vitamin C

• Vitamin D

• Vitamin E

• Vitamin K

  • Vitamin K1

  • Vitamin K2

  • Multivitamin

By Application

• Personal Care Products

• Food & Beverages

  • Infant Foods

  • Dairy Products

  • Bakery and Confectionery

• Digestive Health

• Mental Health

• Menstrual Health

• Pregnancy

• Sports and Performance

• Others

By Distribution Channel 

• Offline

  • Hypermarkets/Supermarkets

  • Specialty Stores

  • Others

• Online

By Region

• North America

  • The U.S.

  • Canada

  • Mexico

• Europe

  • The UK

  • Germany

  • France

  • Italy

  • Spain        

  • Denmark        

  • Netherlands        

  • Finland        

  • Sweden        

  • Norway        

  • Russia        

  • Rest of Europe

• Asia-Pacific

  • China

  • Japan

  • India

  • South Korea

  • Australia

  • Indonesia

  • Singapore

  • Taiwan

  • Thailand

  • Rest of Asia-Pacific

• Rest of the World (RoW)

  • Latin America

  • Middle East

  • Africa

REPORT SCOPE AND SEGMENTATION:

Parameters	Details
Market Size in 2023	USD 8.85 Billion
Revenue Forecast in 2030	USD 13.30 Billion
Growth Rate	CAGR of 6.0% from 2024 to 2030
Analysis Period	2023–2030
Base Year Considered	2023
Forecast Period	2024–2030
Market Size Estimation	Billion (USD)
Growth Factors	Increasing consumption of vitamins by an aging population The deficiency of vitamins among the growing population Growing online pharmacies
Countries Covered	28
Companies Profiled	10
Market Share	Available for 10 companies
Customization Scope	Free customization (equivalent to up to 80 working hours of analysts) after purchase. Addition or alteration to country, regional, and segment scope.
Pricing and Purchase Options	Avail customized purchase options to meet your exact research needs.

KEY PLAYERS

• Amway Corporation

• BASF SE

• Bayer AG

• DSM

• ADM

• Glanbia Plc

• Herbalife International of America, Inc. 

• Vitablend Nederland BV

• Wright Enrichment, Inc.

• Jubilant Life Sciences Ltd.