Recent Client Healf Demonstrates the Opportunity
Featured Professionals: Will Bain, Ryan Freeman, Andreas Poth, Konstantin Molinari, Jeremy Zucker

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.

“For investors, the VMS landscape offers a compelling combination of durable demand, product innovation, and whitespace across channels and consumer segments,” says Will Bain, a managing director. “Leading brands, CDMOs, digital disruptors, and online marketplaces are all capturing significant attention.”

Below, our Consumer Group shares the VMS market’s key demand drivers, its pockets of M&A opportunity, and what our recent client Healf reveals for today’s investors.

Key Trends Powering VMS Demand

Preventive Health Becomes Mainstream: Consumers increasingly view supplements as an everyday tool to maintain long-term health rather than a remedy for acute issues. This theme is reinforced by rising healthcare costs, aging populations, and a sharpening focus on longevity and performance.

Digital First Education and Community: Like many consumer health categories, digital channels are changing how consumers discover, evaluate, and purchase supplements. Brands that pair strong DTC capabilities with credible content, expert partnerships, and community engagement are building trust and loyalty at scale.

Millennial and Gen Z Segment Growth: Millennials’ income growth has accelerated more quickly than that of older age groups, positioning them as major drivers of VMS expansion. Meanwhile, Gen Z consumers are entering the space at a rapid pace, fueled by the rise of digital‑native brands and the expanding influence of social media.

Clean Labels and Natural Ingredients: Transparency around sourcing, manufacturing, and ingredient quality is now table stakes. Brands emphasizing natural, plant-based, non‑GMO, and sustainably sourced ingredients are gaining share, particularly among younger consumers who prioritize purchases that align with their values.

Personalized and Condition Specific Solutions: Advances in testing, diagnostics, and data-driven wellness have fueled demand for targeted products addressing immunity, gut health, cognitive function, sleep, and more. Consumers are gravitating toward brands that offer tailored regimens, symptom specific formulations, and measurable outcomes.

"Given the rapid pace of development in the VMS market, CDMOs and brand aggregators give investors a great opportunity to play the entire category," says Konstantin Molinari, a director. "At the same time, specific brands with a science-based customer proposition are also drawing significant attention."

"While all these categories are seeing strong interest, investors are approaching diligence in this sector like they would any other," notes Andreas Poth, a managing director. "It's imperative for high-growth brands and management teams to carefully articulate the customer proposition to showcase brand longevity while having the data to back it up."

Proof Point: Healf

Healf is redefining modern wellbeing through a curated ecosystem of products, data, and personalized experiences designed to help people live better every day. Built on the key pillars of eat, move, mind, and sleep, the company blends high‑integrity products with a fast‑scaling digital platform, advanced AI, and a highly engaged community. Its model includes supplements, functional foods, recovery tools, cognitive enhancers, sleep solutions, and bespoke wellbeing plans, all under a brand that positions wellness as aspirational and accessible. Harris Williams advised Healf on its Series B minority investment from SEMCAP.

“Healf has a unique approach to curation, credibility, and compliance,” says Jeremy Zucker, a director. “Every product undergoes a rigorous validation process and the company’s compliance infrastructure gives it a concrete advantage, creating trust with consumers and brand partners alike.” Healf’s proprietary AI engine further strengthens this differentiation, generating tailored recommendations, predictive health insights, and data‑driven guidance.

The brand’s cultural resonance is equally powerful. With a strong social presence and following that includes Gen Z to Gen X, Healf has built a dedicated customer base. Its large‑scale events and partnerships with global talent extend its reach and reinforce its authority across multiple channels.

“Healf’s infrastructure and execution discipline position it for long‑term global expansion,” says Bain. “The company has scaled rapidly while generating strong profitability on repeat purchases and creating predictable, compounding revenue.”

As Healf builds its presence in the U.K. and expands throughout Europe, the company is poised to shape the future of preventative health. “Healf’s ongoing success is supported by a clear strategy: leverage data, AI, and cultural influence to guide people toward better living, while developing the next generation of category‑defining brands,” adds Zucker.

Bottling Up the Opportunity

The VMS market is benefiting from powerful, long-term health and wellness tailwinds. As consumers continue to prioritize preventive care, personalized solutions, and natural ingredients, the sector is poised for sustained growth.

“The most compelling VMS opportunities include brands that combine scientific credibility, differentiated formulations, and strong digital engagement as well as CDMOs, digital disruptors, and online marketplaces,” says Ryan Freeman, a managing director. “With multiple pockets of opportunity, the VMS landscape offers many ways to build leading platforms and capture long-term value.”

To further discuss VMS M&A, please contact our senior professionals.