Consumers are taking a more proactive role in their health, and vitamins, minerals, and supplements (VMS) have become central to that effort.   Rising interest in preventive wellness, growing comfort with self-directed care, and an expanding number of health-conscious consumers are driving momentum across the sector. At the same time, scientific validation, cleaner formulations, and digital-first brands are elevating consumer trust and broadening adoption. 

Vitamins, Minerals, and Supplements: Investing Behind Health, Wellness, and Performance

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Consumers are taking a more proactive role in their health, and vitamins, minerals, and supplements have become central to that effort.

Vitamins, Minerals, and Supplements: Investing Behind Health, Wellness, and Performance 

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Key Trends Powering Demand

Healthy M&A Potential

Categories With Healthy M&A Potential

Healthy Aging and Longevity

Active Nutrition, Recovery, and Performance

Weight Management

Gut Health and Digestive Support

Sleep and Stress Management

Women’s Health and Hormonal Wellness

Beauty From Within

Proof Point: Healf

Bottling Up the Opportunity

Related Insights

Outlook 2026 | Consumer