Vitamins and Supplements Market Report: USD 242.5 Bn by 2034

Overview

New York, NY – April 17, 2025 – ​The global Vitamins And Supplements Market is experiencing significant growth, driven by increasing health awareness and a focus on preventive healthcare. Valued at USD 130.4 billion in 2024, the market is projected to reach approximately USD 242.5 billion by 2034, expanding at a compound annual growth rate (CAGR) of 6.4% during the forecast period from 2025 to 2034.

In 2024, Multivitamins led the market with a 47.5% share, driven by all-in-one health benefits and urban demand. Tablets held a 38.5% share, favored for accurate dosage, long shelf life, and storage ease. Adults dominated consumption with a 46.5% share due to rising wellness awareness and personalized nutrition needs. Pharmacies & Drugstores led distribution with a 3.4% share, thanks to trust, expert advice, and accessibility.

The Asia-Pacific (APAC) region leads the global vitamins and supplements market, holding a 48.9% share valued at USD 63.7 billion. This dominance stems from rising health awareness, growing disposable incomes, and a high incidence of chronic lifestyle diseases across its vast population.

Key Takeaways

• The global Vitamins And Supplements Market is projected to reach USD 242.5 billion by 2034, growing at a CAGR of 6.4% from 2025 to 2034.
• Multivitamins dominate the market with a 47.5% share, favored for their comprehensive nutrient coverage.
• Tablets are the preferred form, holding a 38.5% market share, valued for their convenience and precise dosage.
• Adults are the largest consumer group, accounting for a 46.5% share, driven by increasing health awareness.
• Pharmacies & drugstores are the leading distribution channel, capturing a 43.4% share, trusted for health-related purchases.
• The APAC region leads the market with a 48.9% share and a value of USD 63.7 billion, spurred by rising health consciousness and higher disposable incomes.

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Analyst Viewpoint

Investment Analysis: Vitamins and Supplements Market 2025

The vitamins and supplements market presents a compelling investment opportunity, particularly in the Asia-Pacific (APAC) region, which commands a 48% global market share valued at USD 63 billion. Rising health consciousness, growing disposable incomes, and increasing prevalence of chronic lifestyle diseases are fueling demand, especially in countries like China and India.

Technological advancements, such as AI-driven personalized nutrition platforms, are transforming product offerings, enabling companies to cater to individual consumer needs. However, risks loom large—counterfeit products and varying regulatory standards across APAC countries, like India’s FSSAI or China’s Health Food Registration System, can erode consumer trust and complicate compliance. Investors should prioritize companies with strong R&D and transparent supply chains to mitigate these challenges.

The rise of e-commerce, accelerated by the pandemic, offers a low-cost entry for new players but intensifies competition. Regulatory environments are tightening globally, with stricter labeling and safety standards, which could raise production costs but enhance consumer confidence. Technological innovations, like encapsulation for better nutrient delivery, are boosting product efficacy, attracting health-conscious millennials and Gen Z.

Report Scope

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Key Market Segments

By Type

• Multivitamins led the global vitamins and supplements market, securing a 47.5% share. Their popularity stems from providing a convenient, all-in-one solution to meet diverse nutritional needs. Multivitamins are valued for enhancing overall health, boosting energy, and supporting immune function, aligning with the demands of modern, fast-paced lifestyles. Growing health awareness across all age groups, particularly in urban areas with inconsistent dietary habits, drives consistent demand. Their widespread availability and ease of use further solidify their market dominance.

By Form

• Tablets dominated with a 38.5% market share, favored for their convenience, precise dosing, and storage ease. Cost-effective and reliable, tablets appeal to a wide demographic, from young adults to seniors, seeking straightforward health solutions. Their manufacturing ensures consistent nutrient delivery, critical for addressing specific health concerns or preventing deficiencies. Tablets also offer superior shelf stability, enhancing their appeal for long-term use.

By End User

• Adults held a 46.5% market share, driven by heightened health consciousness and awareness of supplements’ role in wellness and disease prevention. Adults prioritize supplements supporting heart health, immunity, mental clarity, and energy. They often select products to address dietary gaps or achieve specific health goals. The rise of personalized nutrition further boosts demand, as adults seek tailored supplement solutions based on individual health needs and lifestyles.

By Distribution Channel

• Pharmacies and drugstores captured a 43.4% share, owing to consumer trust in these outlets for health-related purchases. The availability of professional guidance from pharmacists is a key draw, especially for consumers managing health conditions or seeking personalized advice. Offering a broad range of authentic products under one roof, pharmacies provide convenience and reliability, reinforcing their position as the preferred distribution channel.

Regional Analysis

• The Asia-Pacific (APAC) region leads the global vitamins and supplements market, holding a 48.9% share valued at USD 63.7 billion. This dominance stems from rising health awareness, growing disposable incomes, and a high incidence of chronic lifestyle diseases across its vast population.
• Key markets like China and India drive growth, fueled by rapid urbanization, lifestyle changes, and an expanding middle class. Increased focus on preventive healthcare has spurred demand for dietary supplements to improve health and reduce disease risks.
• In Japan and South Korea, cultural trust in natural and herbal products encourages supplement use, supported by advanced healthcare systems and significant spending on wellness. APAC’s role as a manufacturing hub is growing, with favorable policies, cost-effective production, and skilled labor attracting global companies, further accelerating market expansion.

Top Use Cases

• Overall Health Maintenance: Many individuals incorporate multivitamins into their daily routines to support general well-being. These supplements help fill nutritional gaps, especially when dietary intake may be insufficient, ensuring the body receives essential nutrients for optimal functioning.​
• Immune System Support: Supplements like vitamin C, vitamin D, and zinc are commonly used to bolster the immune system. They are particularly popular during cold and flu seasons, aiding the body in defending against common illnesses and reducing the duration of symptoms.​
• Bone and Joint Health: Calcium and vitamin D supplements are vital for maintaining strong bones and preventing osteoporosis, especially in older adults. These nutrients work together to enhance bone density and reduce the risk of fractures.
• Energy and Metabolism Boost: B-complex vitamins, including B12 and B6, play a crucial role in energy production and metabolic processes. Individuals experiencing fatigue or those with high physical demands may use these supplements to enhance energy levels and overall vitality.​
• Mental Clarity and Cognitive Function: Omega-3 fatty acids, found in fish oil supplements, are associated with improved brain health. They support cognitive functions such as memory and concentration, making them popular among students and professionals.​

Recent Developments

1. Glanbia plc

• Glanbia has expanded its vitamin and supplement offerings through its Glanbia Performance Nutrition (GPN) division, focusing on innovative formulations like immune-support blends and plant-based proteins. The company recently launched Nutramino, a high-quality essential amino acid (EAA) supplement. Glanbia also invested in sustainable packaging and clean-label products to meet consumer demand for transparency.

2. Pfizer Inc.

• Pfizer entered the supplements market with Centrum vitamins, emphasizing science-backed formulations. Recently, they launched Centrum Organic, their first USDA-certified organic multivitamin. Pfizer also focuses on immune health supplements, leveraging research from their pharmaceutical expertise. They’ve partnered with NGOs to improve global micronutrient access, particularly in underserved regions.

3. Bayer AG

• Bayer’s One A Day and Flintstones vitamins remain key brands, with recent innovations in personalized nutrition. Bayer introduced Berocca Performance, a B-vitamin complex for mental and physical energy. They also invested in digital health tools, integrating supplements with wearable tech for tailored recommendations. Sustainability efforts include reducing plastic in packaging.

4. Amway Corp.

• Amway’s Nutrilite brand, a leader in plant-based supplements, launched Nutrilite Vitamin D Plus, addressing widespread deficiencies. They emphasize traceable sourcing, using organic farms for ingredients. Amway also expanded into beauty supplements with Collagen Plus. Their digital platform offers AI-powered nutrition advice.

5. GlaxoSmithKline plc (GSK/Haleon)

• GSK’s consumer health spin-off, Haleon, now manages Centrum and Emergen-C. Recent launches include Emergen-C Immune+ with Zinc & Vitamin D. Haleon focuses on gummy vitamins and probiotic blends for gut health. They also emphasize sustainability with recyclable packaging.

Conclusion

The Vitamins and Supplements Market continues to grow, driven by rising health awareness, personalized nutrition trends, and demand for immune-boosting products. Leading companies like Glanbia, Pfizer, Bayer, Amway, and Haleon are innovating with organic formulations, plant-based ingredients, and sustainable packaging. Digital health tools, such as AI-powered recommendations and wearable tech integration, are shaping the future of supplementation. Consumers increasingly prefer clean-label, traceable, and science-backed products.

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