Vitamins & Supplements: Sector Outlook 25/26
Five years on from the sector’s pandemic-era boom, two massive demographics still offer lucrative opportunity in the vitamins and supplements market. We highlight how savvy brands are catering for children (and their wellness-savvy parents) and for women, focusing on innovation in life-stage support and solutions that fill key health gaps.
A New Sophistication in Children’s Supplements
Formulating for Women’s Life Stages
Filling Gaps in Women’s Health Solutions
Children’s dietary supplements are set to soar, with the global market forecast to grow at an annualised rate of 10.6% from 2024 to 2030 (Grand View Research, 2025). Playing to parents whose regimens now span numerous supplements – from powdered superfoods to formulas for mental and emotional health – brands are producing child-friendly versions of products trending in the broader market.
Children’s dietary supplements are set to soar, with the global market forecast to grow at an annualised rate of 10.6% from 2024 to 2030 (Grand View Research, 2025). Playing to parents whose regimens now span numerous supplements – from powdered superfoods to formulas for mental and emotional health – brands are producing child-friendly versions of products trending in the broader market.
Summary
A New Sophistication in Children’s Supplements | Children’s dietary supplements are set to soar, with the global market forecast to grow at an annualised rate of 10.6% from 2024 to 2030 (Grand View Research, 2025). Playing to parents whose regimens now span numerous supplements – from powdered superfoods to formulas for mental and emotional health – brands are producing child-friendly versions of products trending in the broader market. |
Formulating for Women’s Life Stages | As more supplement brands cater for women’s wellness needs, a growing segment of this market is homing in on nuanced life-stage requirements: think products calibrated for post-teens and midlife women; supplements supporting those trying to conceive; and aids not just for the menopause, but for perimenopause symptoms. |
Filling Gaps in Women’s Health Solutions | With fewer stigmas around women’s health conditions and (largely thanks to social media) more awareness, women are seeking supplements to proactively address issues for which pharmaceutical solutions may come up short. Following the boom in menstrual care supplements, brands are focusing on areas including balancing the vaginal microbiome (addressing recurring infections) and taming symptoms of polycystic ovary syndrome (PCOS). |
Vitamins & Supplements: Sector Outlook 25/26
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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