Healthcare spend is increasing with the increasing research and development (R&D) expenditure. Due to the increasing cost of healthcare, people are turning towards supplement products, including vitamin supplements, for a healthy life.

According to the European Federation of Pharmaceutical Industries and Associations (EFPIA) member associations, the European pharmaceutical R&D expenditure increased from $37,030 million in 2011 to $38,055 million in 2012. In the U.S., the expenditure increased from $36,374 million in 2011 to $36,810 million in 2012. Asia-Pacific holds a major market share in the global vitamin supplements market, followed by North America and Europe. Asia-Pacific is expected to dominate the market in the forecast period owing to increasing geriatric population.

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With increasing educational level coupled with increasing vitamin supplements product visibility, the consumer awareness regarding vitamin supplements is increasing. Additionally, various sources of information showing the positive and negative effects of vitamin supplements is helping consumers in decision making for choosing appropriate form of vitamin supplements. Also, knowledge of diseases caused due to vitamin deficiency is propelling the consumer to shift to vitamin supplements in their busy lifestyle.

The vitamin supplements market is highly fragmented with large number of multinational and regional players operating in the market, who distribute their products locally as well as internationally. Some of the major competitors in the global vitamin supplements market include Glanbia plc, NBTY, Inc., Reckitt Benckiser Group plc, Archer Daniels Midland Company, E.I. du Pont de Nemours and Company, Royal DSM N.V., BASF SE, Integrated BioPharma Inc, Bayer AG, Pharmavite LLC, Nutraceutical International Corporation, Herbalife Ltd.

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