The vitamin supplements market includes vitamin supplements that are taken in different forms such as powder, tablet, capsule, pill, granules, gel caps and liquid. It includes the vitamin supplements offered by food and beverage, healthcare and personal care industry and consumed by adult women, adult men and elderly citizen.

Healthcare costs have doubled in the past few years. The major factor leading to this increase is growing expenditure on research and development conducted by healthcare industry. Due to the increasing cost of healthcare, people are turning towards supplements products, including vitamin supplements, as it provides health benefits such as proper functioning of immune system (vitamin C), strengthening bone and joints (vitamin D), improving vision power (vitamin A) and various other benefits. Children’s health is one the major concern for parents; hence expenditure on child health is increasing, provided ample growth to vitamin supplements in the global market.

Rising urban population paired with rise in education qualification and rising number of health conscious people especially in the developing Asian countries, such as India and China, are more willing to shift towards intake of supplement products including vitamin supplements to compensate their nutritional requirement. Demand of vitamin supplements products have increased in all stage of life, recently more common children as parents have become more conscious about their health and wellness. Asia-Pacific region is still considered as one of the promising market for the vitamin supplements due to increasing urban population paired with increasing disposable income. According to the UN DESA, urban population in Asian countries was approximately 2.0 billion in 2013 and it is expected to reach 3.3 billion in 2050. Rising urban population is expected to drive the global vitamin supplements market to some extent.

Some of the major competitors in the global vitamin supplements market include NBTY, Inc., Glanbia plc, Archer Daniels Midland Company, Reckitt Benckiser Group plc, Royal DSM N.V., E.I. du Pont de Nemours and Company, Integrated BioPharma Inc, BASF SE, Pharmavite LLC, Bayer AG, Herbalife Ltd. and Nutraceutical International Corporation.