woman pouring supplements into hand

Developing Private Label Vitamins that Stand Out

As budgets tighten due to economic effects of the COVID pandemic, more consumers are turning to store brands—including private label vitamins, minerals, and supplements—to save money. Learn what’s important to these consumers and how companies can make their private label products stand out on the shelf.

U.S. Consumers Trust Private Label Vitamins

U.S. store brand vitamins, minerals, and supplements are experiencing a boost in sales during the COVID pandemic as consumers look for ways to stay healthy while watching their spending. The quality, variety, and value of today’s offerings are winning over more consumers, and consumer trust in store brand supplements is higher than ever.

According to Mintel, nearly half (49%) of U.S. consumers are willing to buy store brand vitamins.1 In addition, 30% of U.S. consumers agree that store brand vitamins, minerals, and supplements are just as effective as name brands, while 22% agree the ingredients they contain are just as high in quality as the name brands,2 and 19% of consumers believe the ingredient quality of store brand versions continues to improve.3

spoons of supplements

How to Make Your Private Label Vitamin Stand Out

The increasing popularity of private label supplements is challenging the notion of brand loyalty in the category. Store brands that can tap into the most important concerns of supplement users have a key opportunity to broaden their consumer base. In fact, one in ten U.S. consumers think store brand vitamins, minerals, and supplements don’t offer enough types of products, indicating an immediate opportunity to expand product portfolios.4

Understanding Leading Consumer Trends

Keeping up with consumer trends in supplements is essential to offering products that meet the needs of today. For example, the COVID pandemic saw multivitamin sales soar as consumers focused on optimizing their health and bolstering immunity by ensuring all their nutrient needs were being met. 

Besides multivitamins, immunity supplements have also become a top health and wellness strategy for many consumers during COVID. In addition to vitamins and minerals to support healthy immune function, immunity supplements can include ingredients such as antioxidants, adaptogens, and probiotics. 

woman looking in mirror

In addition, with U.S. lockdowns ending and consumers preparing to go back to work and into the world, there’s increased buzz around beauty supplements to help people look their best. Collagen, biotin, and vitamin C are just a few of the ingredients being used in beauty supplements focused on hair, skin, and nails.

Partnering with a Trusted Ingredient Supplier

Another part of creating private label supplements that grab consumers’ attention is using a trusted ingredient supplier to ensure high quality ingredients and formulation transparency. Among U.S. consumers, ‘highest quality ingredients’ is the most cited factor (at 52%) that influences their decision when choosing vitamins, minerals, or supplements.5

It should be no surprise that supplement users—a group that’s proactive about health and wellness and willing to spend money to support these efforts—would expect quality ingredients. For a company choosing among supplement ingredient suppliers, partnering with an experienced leader in nutritional ingredients, with processing and product expertise, as well as strong supply chains, can make all the difference.

Custom Premix Solutions

Consumers’ new focus on health and wellness, combined with a rise in cost-conscious shopping, will continue to support opportunities in private label supplements. Glanbia Nutritionals can simplify the product development process with vitamin and mineral focused custom premix solutions, formulation optimization, and trend insights, allowing you to develop exactly the products your consumers are looking for—a benefit not all vitamin producers can provide.

Collaborate with us to learn more about how we can make your next private label vitamin product successful. 


1-5. Mintel, Vitamins, Minerals, and Supplements Consumer: Incl Impact of COVID-19 – US, August 2020.

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