April 30, 2025 – The most important information about vitamin and mineral supplements in the US and Canada can be broken down into several key points.
Vitamins and Minerals are Widely Used in the US and Canada
Vitamins and minerals are popular and growing types of supplements in the US and Canada. In North America, the US has the larger share of vitamin and mineral supplement launches. Vitamin and mineral supplements for immune health are the most prominent but supplements for digestive and liver health are the fastest growing. Fruit flavors are the most popular supplement flavors in the US and Canada.
Personalize Vitamin and Mineral Supplements to Meet Consumer Needs
The first key point is to personalize vitamin and mineral supplements to meet the needs of consumers in the US and Canada. In consumer trends research conducted in the US and Canada, consumers say that multivitamin and mineral supplements are essential to their health routine, as well as to their overall wellbeing. Brands should communicate to consumers about the benefits of essential nutrients for meeting individual nutrition needs. US and Canadian consumers also expect nutritional approaches to be personalized\.
Customers in the US and Canada can be educated about using supplements to make health a priority. Brands can put the emphasis on essential vitamins and minerals that are needed for overall nutrition and good health since these are the benefits that attract consumers. However, US and Canadian consumers also are looking for custom, personalized solutions that meet their individual health needs.
Use Innovative Packaging to Boost Appeal
Companies can appeal to consumers by using packaging that is innovative and also convenient. According to consumer trends research, consumers like supplement formats that are familiar to them and seem reliable, such as tablets, gummies, and capsules. Some consumers might be attracted to newer innovative vitamin and mineral formats such as chewable vitamin and mineral supplements and liquid supplement shots. Brands also can try newer types of packaging for vitamin and mineral supplements such as assortments, standing pouches, and spray bottles to appeal to US and Canadian consumers who are looking for convenience, portability, and a pleasant experience taking the vitamin and mineral supplements.
Keep Up with Changes in Consumer Supplement Needs
US and Canadian consumer expectations around vitamin and mineral supplements continue to change. As of now, solid percentages of consumers in the US and Canada turn to vitamin and mineral supplements for mental health, especially for mental clarity and focus, and for gut and digestive health. Consumers are becoming more aware of the relationship between the microbiome and gut health, and they recognize the link between vitamins and minerals and immune health. In fact, brands can communicate that vitamins and minerals for immunity are a must-have for consumers in the US and Canada. But keep in mind that the top approach to targeted nutrition purchases is balanced nutrition.
Use Targeted Features to Capture Consumer Attention
Vitamin and mineral supplement companies can attract US and Canadian consumers by incorporating desirable features. Features that are attractive to US and Canadian consumers include targeted nutrition for every age group, life stage, and generation, as well as natural ingredients, flavors that are indulgent, and trending claims like plant-based, vegan, and vegetarian. Consumers in the US and Canada also are looking for products, including vitamin and mineral supplements, that are made with whole plant ingredients.
Flavor can be an important differentiator and fruit flavors are very popular.
Build Trust Around Technology
Advanced technology is important for improving the bioavailability, absorption, and safety of vitamin and mineral supplements for US and Canadian consumers. Brands need to build consumer trust around the scientific and technical aspects of vitamin and mineral supplements by providing nutrition supplements that can be trusted, are innovative, and have science-backed ingredients.
What’s Next for Vitamin and Mineral Supplements in the US and Canada?
One area of opportunity in vitamin and mineral supplements is mothers who need support because they are stressed about breastfeeding. These moms in the US and Canada are looking for ways to relax and support their production of milk. One opportunity is a vitamin and mineral a supplement that both relieves stress and supports lactation.
Natural ingredients can attract US and Canadian consumers looking for holistic health and wellness. One example of this is plant-based ingredients such as scientifically proven botanicals that include ashwagandha to relieve stress and bilberry extract for antioxidants. Clean label features plus botanical benefits are essential.
Make wellness fun with playful vitamin and mineral supplements. One example is a bear-shaped gummy supplement that is enjoyable and engaging. This makes it easy for consumers in the US and Canada – and their kids – to enjoy daily wellness routines. Be sure to include a variety of flavors to boost the appeal of vitamin and mineral supplements!
Use convenience and flavor to boost supplement compliance. One example is a caramel soft chew supplement that is easy to eat and tasty. It is sold in a resealable standing pouch for ease of use, convenience, and portability.
Incorporate energy benefits into vitamin and mineral supplements. One example is an on-the-go energy strip. Energy strips are extremely convenient for US and Canadian consumers who are looking to improve their endurance, focus, and mental clarity. One brand sells its cranberry-flavored strips in a small metal tin that is highly convenient and portable.
This article is based on Innova’s Overview in Vitamins and Mineral Supplements Trends in the US and Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
