Key Vitamins, Minerals, and Supplements Trends in 2026

The Vitamins, Minerals & Supplements industry has evolved from a commodity multivitamin business into a sophisticated, consumer-driven market of targeted supplements addressing specific health outcomes such as immunity, gut health, mood, and brain health. Today, strong consumer branding, premium formulations, and DTC models set companies apart through clinically-backed ingredients, specialized delivery systems, and targeted health benefits. These consumer-driven shifts are directly shaping what Branded VMS companies require from their contract development and manufacturing partners – raising expectations around formulation sophistication, delivery format innovation, speed to market, and supply chain transparency, according to a new report released by the Food and Beverage investment banking team at Brown Gibbons Lang & Company (BGL).

BGL Provides a Deeper Dive into the Consumer and Category Trends Impacting the Vitamins, Minerals & Supplements Sector:

Preventative Health & Self-Care Normalization

Preventive health and self-care normalization are transforming supplements from discretionary wellness purchases into core components of everyday health management. The Council for Responsible Nutrition reports that 75% of Americans use dietary supplements, of which 91% consider them vital to their health. Most consumers use daily supplements for overall health, energy, stress, and immune support, reflecting a broader emphasis on preventive wellness. Self-care is now a mainstream approach to preventive health, encouraged by social media and online communities. Influencer-led wellness content and peer communities have accelerated category discovery, normalizing daily supplementation across age groups.

Key Functional Areas/End-Use Categories

Consumers are increasingly choosing products tailored to specific health goals. This shift toward outcome-driven, targeted supplementation is reshaping brand strategy across the category – and expanding the scope and complexity of what CDMOs are asked to develop and manufacture. Executive panelists in NutraIngredients 2026 Business Leaders Forum weighed in on “standout momentum” in functional areas tied to active nutrition, gut health, and practitioner-led purchasing, weight management, and longevity.

As consumer interest in traditional weight management supplements is moderating, the swift rise in GLP-1 weight-loss drug use is increasing demand for supplements that help manage their side effects. “GLP-1 stacking” (supplements and nutrition products used alongside GLP-1 weight-loss drugs) is seeing strong growth, driven by the expanding population of GLP-1 users.

Sports Nutrition

Sports nutrition is transitioning from a niche, athlete-focused category into a mainstream health staple. Products once exclusive to competitive athletes and fitness enthusiasts are now embedded in everyday wellness routines – driven by mainstream consumers seeking performance, weight control, and healthy aging outcomes. Rising obesity rates and related conditions are also driving interest in products with a preventive health focus.15 “Sports nutrition is evolving beyond performance enhancement to become a core component of preventive healthcare and active living. Brands that combine science, transparency, and personalization will lead the next phase of market growth,” said Neha Rathod Godbole, chief executive officer of Vantage Market Research.

Interest in ingredients like magnesium, creatine, and protein for strength, recovery, cognition, and long-term health span is growing, aligned with increased consumer interest in daily performance and longevity. Growing consumer focus on hydration, endurance performance, and everyday wellness is driving strong growth in electrolyte supplements.

Sleep, Stress, and Mood

Sleep, stress, and mood support are consistently high-growth functional categories within the VMS market, driven by increased mental health awareness and robust consumer interest in natural approaches for enhancing sleep quality, managing stress, and promoting emotional well-being.

Immunity

Immune health is a major and stable category in supplements, as consumers see it as essential for prevention and daily wellness. A strong immune system can aid in preventing infection, regulating inflammation, supporting recovery, and maintaining long-term health.

Women’s Health & Hormonal Wellness

Women’s health and hormonal wellness is one of the fastest-growing segments in the VMS market, driven by rising consumer demand for products addressing fertility, prenatal and postnatal support, hormonal balance, bone density, and perimenopause and menopause management. Brands targeting this space are investing in clinically validated ingredients and condition-specific formulations tailored to women’s distinct physiological needs across life stages.

Key growth areas include menopause and perimenopause support (including ingredients such as phytoestrogens, black cohosh, and ashwagandha), iron and folate for reproductive health, magnesium and calcium for bone support, and collagen for skin and joint health. The “femtech” trend is accelerating crossover between digital health tools and supplement regimens, creating new demand for personalized, subscription-based women’s wellness products – a dynamic with direct implications for CDMOs offering flexible batch sizes and rapid formulation development.

AI-Driven Personalization

Personalization technology is reshaping how consumers discover and purchase supplements. AI-driven recommendation platforms – powered by health quizzes, wearable data, and purchase history – are enabling brands to build highly tailored supplement regimens at scale. At-home microbiome testing, nutrigenomics kits, and biomarker panels are further enabling condition-specific product recommendations. Subscription-based personalized regimens are growing in popularity, particularly among millennial and Gen Z consumers who expect a digital-first, individualized experience.

To learn more about the trends driving growth in the VMS market, download BGL’s recent Insider.

BGL’s Food & Beverage investment banking team has deep sector knowledge and extensive transaction expertise representing branded and private label companies, with an emphasis on specialty products. Coverage spans the global supply chain from ingredients to processing and distribution.