Vitamins, minerals, and supplements (VMS)

From balancing the gut to sleep supplements

Consumers are connecting the dots between the actions they can take now to overall, long-term health benefits. Vitamins, minerals, and supplements (VMS) offer preventative, experiential alternatives to regular medicine – and many are embracing them.

As consumers realize the value in boosting gut health, VMS products claiming to contain prebiotic, microbiome and high fiber content are on the rise. Beyond VMS, we are seeing the gut-health movement gain momentum in products like probiotic sodas, high fiber juices and more. On the other end, we are seeing declines in sleep support claims within VMS. This could be due to the growing prevalence of sleep support products within functional teas and beverages that are potentially taking over share from VMS.

The weight loss effect on VMS

There's a prolific trend in the wellness space right now: weight loss. Solutions like Ozempic – generically known as GLP-1 – are dominating. NIQ’s annual Health Shopper Study found households reporting obesity and taking weight-loss drugs doubled in the last year.

But how does this affect the VMS space?

Digestive health is key to the consumers of these medications, whether its healthier food or OTC supplements
Nutrition supplementation becomes more important as macros and micronutrients are considered
- Paleo and vegan diets on the rise
- Products for muscle and heart health more appealing to these consumers
Weight loss consumers will seek products that are convenient, healthier, high-protein, and low-sugar