Shifting Consumer Demands Fuel VMS Innovation

The VMS industry is evolving, and functional ingredients, such as magnesium and Vitamin K, are driving growth. Functional beverages and protein-enriched foods offer holistic, convenient health solutions.

FREMONT CA: The vitamins, minerals and supplements (VMS) industry is rapidly evolving to meet shifting consumer demands, with functional ingredients emerging as a critical key trend. Popular ingredients like magnesium, Vitamin K and folic acid are driving growth, alongside multivitamins and essential vitamins that promote long-term health. Additionally, the rise of functional beverages and protein-enriched foods highlights the intersection of the VMS and food industries, offering consumers convenient ways to enhance their overall well-being. This growing focus on holistic solutions reflects the industry's ongoing innovation and adaptability to consumer preferences.

Ingredients that support cardiovascular health, brain function, digestion and energy are increasingly in demand, driving significant growth in the sector. Magnesium, often hailed as a “holy grail” supplement for its benefits in sleep, mood and blood sugar regulation, leads this surge, alongside other popular ingredients like Vitamin K and folic acid. The steady rise in sales of multivitamins and essential vitamins such as B, A, D and K highlights a growing consumer focus on long-term health and wellness, with products targeting immune function, vision, heart, muscle and bone health. Sales in the vitamins and minerals category have seen a 2.2 per cent increase. Though experiencing a slight decline in sales, probiotics remain a vital part of supplement routines for gut health, available in various forms like capsules, gummies, liquids and powders. Additionally, the women’s health segment continues to show strong growth in supplements targeting beauty, mood support, premenstrual syndrome and weight loss, reflecting ongoing demand for specialised health solutions despite broader market challenges.

The intersection of the VMS sector with the food and beverage industry drives innovative opportunities, mainly through the rise of functional beverages. These drinks, enriched with ingredients that promote various health benefits such as improved digestion, boosted energy, enhanced mood, better sleep and more substantial immune function, are increasingly popular among health-conscious consumers. Simultaneously, the trend of integrating protein into everyday foods and beverages is gaining momentum, with protein supplements now appearing in pastries, snacks, chips and cereals, offering consumers convenient ways to include protein throughout their day. The growing focus on weight management, post-workout recovery and a demand for new flavours drives this shift. Additionally, functional ingredients like apple cider vinegar, MCTs, collagen, and barberry are staples in weight loss products, offering broader health benefits, reflecting a trend towards more holistic solutions that appeal to consumers seeking multiple advantages beyond just weight loss.

The rise of functional beverages and protein-enriched foods reflects a shift towards integrating health benefits into daily routines, catering to consumers' desire for convenience and comprehensive well-being. As the industry evolves, innovative products that address multiple health concerns will continue to drive growth and meet the diverse needs of health-conscious individuals.