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Vitamins Market: Information by Type, Application (Pharmaceutical, Food & Beverage, Personal Care) and Distribution Channel (Online Retail ,Offline Retail, Supermarket) — Forecast Till 2026

Market Snapshot
Study Period:
Base Year:
Fastest Growing Market:
Largest Market:
7.3 %
Key Players
Vitablend Nederland B.V.

Koninklijke DSM N.V.

Glanbia PLC


Showa Denko K.K.

Global Statistics Representing Vitamins Market Scenario

Vitamins are organic elements present in minute amounts in naturally occurring edible compounds. These elements are crucial in normalizing metabolism, and a deficiency of these may lead to unwanted medical circumstances. The human body cannot produce adequate vitamins, which creates a need for external vitamin sources. This need has been driving the market growth for years, and the emergence of a variety of products with different flavors, unhealthy eating habits, and rising prevalence of medical problems, among others, have further augmented market growth.

Overwhelming Variety of Flavors Under Multiple Brands Along with Heavy Promotion by Companies to Drive Growth of the Vitamins Market

The emergence of a variety of innovative flavors in the market under the vitamin and supplement category is likely to boost market growth during the forecast period. Most of the common flavors preferred by consumers are orange, berry, strawberry, lemon, raspberry, chocolate, citrus, and fruit punch, among others. The combination of desirable taste and health benefits propels the growth of the flavored category of vitamin and supplement products.

Companies are focusing on adapting to recent trends to capture higher market share. For instance, Shamrock Farms, a U.S.-based flavored beverages company, introduced a Blueberry-Pomegranate smoothie, which is claimed to be the rich source of Vitamins A, C, & E, in January 2020.

Rising Popularity of Organic and Non-GMO Vitamin Supplements, Especially in Developed Regions

Developed markets such as the U.S. and Europe are witnessing a surge in the demand for non-GMO products, and the vitamin and supplement category is not an exception. During the last five years, non-GMO products have constituted approximately a 19.67% share of new product launches in Europe and the U.S., as millennials demand non-GMO vitamin products.

Technology and innovation have led to the production of cleaner ingredients for vitamins and supplements, which ultimately boosts the growth of organic and non-GMO products. For instance, ingredient producers such as Ribus Inc. are engaged in developing cleaner and greener ingredients. Recently, Ribus Inc. introduced Nu-flow, an anticaking agent that replaces traditional compounds, including tricalcium phosphate and silicon dioxide, paving the way for organic supplement products.

Rising Prevalence of Nutrient Deficiency to Accelerate the Demand for Vitamin Supplements

The rising incidence of vitamin deficiency creates demand for vitamin supplements. Vitamin deficiency increases the risk of diseases and infections and also leads to blindness in children and pregnant women. As per the World Health Organization, around 250,000 to 500,000 vitamin A-deficient children turn blind every year.

Vitamin deficiency has been a major public health problem, especially in underdeveloped regions such as Southeast Asia and Africa. Institutions and organizations such as WHO are channelizing efforts to tackle the situation with the steady supply and abundant availability of external vitamin sources, which ultimately fuels the growth of the vitamins market. Vitamins A, B, and C deficiencies are the most prevalent among all.

Effortless Accessibility to Information and Resources on Health and Nutrients to Engender a Fresher Consumer Base

Internet, social media and blogs have made it easy to access information and resources related to health and nutrients. Social media channels such as Facebook, Instagram, and Youtube are extensively utilized by vitamin and supplement providers and some of the pharmaceutical companies for marketing disease awareness campaigns, which spread awareness regarding health issues along with the cure. More than 83% of internet users in the U.S. search health-related information on the internet. This leads to high awareness regarding health and wellness, and ultimately, consume necessary supplements to prevent health issues.

E-Commerce Sector to Create Lucrative Opportunities for SMEs, Especially in Emerging Economies

Rising internet penetration and preference for online shopping in the emerging economies of Latin America and Asia are likely to propel the growth of the vitamins market. E-commerce plays an important role in the growth of the vitamins market as it positively affects the sales figures in the industry. For instance, sales of vitamins and supplements witnessed 19.67% YoY growth from 2016 to 2017 through online retail channels. The availability of an extensive assortment of products and massive discounts on online purchasing propel the growth of the vitamins market in the e-commerce sector.

India and China top the chart among emerging economies in the world when it comes to the revenue figures of vitamin sales through online channels. Beauty products under the vitamin and supplement category comprise the fastest-growing segment in the vitamins market. The growing e-commerce sector has paved the way for small players as it has enabled them to reach a vast consumer base on a click.

The emergence of several e-commerce players in these economies is likely to fuel the consumption of vitamin products. For instance, Reliance Industries has launched the e-commerce app for the food category for beta testing. Additionally, Google is planning to launch an e-commerce site, and India is likely to be its first market. Cumulatively, the growing popularity of online shopping and the addition of new e-commerce players create lucrative opportunities for small players to sell their vitamins and supplements through online retail.

Pharmaceutical and Food and Beverage Sectors — Key Consumers in the Global Vitamins Market

Based on the application, the global vitamins market is segmented into pharmaceuticals, food and beverage, personal care, and others. The pharmaceutical sector in developed regions has attained maturity for the vitamin and supplements product category, owing to the presence of a large number of companies, a well aware consumer base, and a slowing economy in some countries, including Germany and Spain.

Though the pharmaceutical sector has been one of the key consumers of vitamin, the food, and beverage sector is likely to witness the highest CAGR during the forecast years. This accredited to the enhancement of assortment and emergence of several new product forms in the vitamin and supplement category.

The rising number of small players in the food and beverage industry in untapped markets such as Africa is also likely to fuel the growth of the vitamins market. For instance, EcoProducts B’Ayoba, a South African enterprise, launched two new products, Baobab Paste and Red Baobab Tea, for beverage applications. These non-GMO and organic products are rich with minerals, vitamins, and antioxidants.

Asia-Pacific to Witness Unprecedented Growth

Despite the economic slowdown in some countries, Asia-Pacific is likely to remain one of the largest markets for vitamins globally. This is accredited to the growing food and beverage and pharmaceutical sectors, especially in India, China, and Indonesia. The growth of the regional food and beverage market is directly proportional to the region’s population and income — both of which are positively influencing growth.

The growing popularity of packaged food alongside the rising health and wellness trend is likely to drive the growth of the regional vitamins market. China and the U.S. are among the largest producers as well as consumers in the world. However, trade tensions in these two countries are expected to adversely affect the global vitamins market.

Growth Prospects in Other Regions

Apart from Asia-Pacific, North America, Latin America, and Europe are likely to witness significant growth, whereas Africa and the Middle East are likely to experience lethargic growth for vitamin products. However, Africa is slated to represent a promising business environment for health and nutrient products as a result of efforts taken by NGOs and government organizations to overcome vitamin deficiency among the region’s populace.

Key Players

The market is comprised of several small players, along with a few MNCs, including ADM and BASF. Some of the prominent manufacturers in the global vitamins market are Vitablend Nederland B.V., Koninklijke DSM N.V., Glanbia PLC, Zagro, Showa Denko K.K., Lonza Group, Sternvitamin GmbH & Co. Kg, Farbest-Tallman Foods Corporation, Watson Inc., The Wright Group, Rabar Pty Ltd., Adisseo, and Btsa Biotecnologías Aplicadas S.L.

Vitamins Market Segmentation

By Type

  • Vitamin A
  • Vitamin B
  • Vitamin E
  • Vitamin D
  • Vitamin C
  • Vitamin K

By Application

  • Healthcare Products
  • Pharmaceuticals
  • Food & Beverages
  • Personal Care
  • Others

By Distribution Channel

  • Online Retail
  • Offline Retail
  • Hypermarket
  • Supermarket
  • Mass Merchandisers
  • Specialty Stores

By Region

North America

  • The U.S.
  • Canada
  • Mexico


  • Germany
  • France
  • Italy
  • The U.K.
  • Spain
  • Russia
  • Poland
  • The Rest of Europe


  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Vietnam
  • Indonesia
  • Malaysia
  • Singapore
  • The Rest of APAC

South America

  • Brazil
  • Argentina
  • Colombia
  • The Rest of Latin America


  • Saudi Arabia
  • The UAE
  • Iran
  • Kuwait
  • Tanzania
  • South Africa
  • The Rest of MEA

Frequently Asked Questions (FAQs)

Vitablend Nederland B.V., Koninklijke DSM N.V., Glanbia PLC, Zagro, Showa Denko K.K., Lonza Group, Sternvitamin GmbH & Co. Kg, Watson Inc. are the top players in Vitamins Market.
Asia-Pacific is expected to hold the highest market share in Vitamins Market.
Pharmaceutical and Food and Beverage Segment are expected to be the leading segment in Vitamins Market during the forecast period.
Rising Prevalence of Nutrient Deficiency, Rising Popularity of Organic and Non-GMO Vitamin Supplements, the emergence of a variety of innovative flavors are the key factor expected to drive the Vitamins Market during the forecast period.
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