Vitamins and Supplements Trends: Sports Nutrition, Healthy Aging, and Retail Share Shifts

Download our latest report for a data-driven look at how sports nutrition and healthy-aging trends are reshaping the vitamins, minerals, and supplements (VMS) category across retailers and product formats.

The VMS market continues to expand as consumers increasingly incorporate supplements into their daily health routines. Growth is accelerating across sports nutrition and healthy-aging segments as shoppers seek products that support performance, wellness, and long-term health.

In this report, we analyze how category growth, subcategory dynamics, and retailer share shifts are shaping the evolving VMS landscape, highlighting where demand is accelerating and which products and retailers are capturing the most momentum.

In this report, you’ll get:

• Category growth trends across vitamins, minerals, and supplements
• Sports nutrition growth drivers including creatine, electrolytes, protein powders, and pre-workout products
• Retailer share shifts within the creatine category
• Format dynamics and top SKUs shaping creatine sales across major retailers
• Healthy-aging retailer share changes and subcategory growth across magnesium, heart support, fatty acids, and probiotics

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