Sector Outlook: Vitamins and Supplements 27/28

Published 26 August 2026

Author

8 min read

Three major trends are reshaping the vitamin and supplements sector, a booming market expected to achieve an 8.3% compound annual growth rate from 2025-2030 (GlobalData, 2026). We highlight the format and flavour concepts changing the look and taste of supplements; levelled-up formulas designed to counter consumer mistrust; and the multifunctional products leveraging the backlash to complex regimens.

Format Innovation & Flavour Differentiation

Countering Doubt & Forging Trust

Products to Simplify Regimens

While the industry has embraced non-pill products for some time, brands are boosting investment in novel formats beyond gummies and powders – from trending patches to mouth pouches and even toothpaste – to lure new consumers and make supplementation an easier habit. And with a newly heightened focus on flavour, brands are also making regimens more craveable.

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Several factors risk fuelling consumer scepticism, including reports of heavy metals in protein powders, ‘functionwashing’ (products claiming benefits that formulations can’t deliver), and the resulting lawsuits. To assure increasingly discerning shoppers (especially the cohort we’ve dubbed the food intellectuals), brands are embracing trademarked ingredients, strictly-free-from labels, and more scientifically grounded and sophisticated formulas.

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As wellness influencers tout their complex regimens and supplement stacks – and diehard consumers spend hundreds of dollars a month on them – brands are now catering for the resulting burnout. New multifunctional products combine ingredients trending among key demographics, collapsing the stack into one streamlined solution.

Sector Outlook: Vitamins and Supplements 27/28

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