The global supplements market is evolving fast. Retailers, gyms, pharmacies, and online stores are seeking the wholesale multivitamins trending in 2025 that connect with today’s health-conscious consumers. Understanding market trends, top-selling multivitamin formats, and consumer preferences is essential to boost sales and maintain a competitive edge.
This guide explores the most in-demand multivitamin categories, key ingredients, and effective stocking strategies — whether you are an experienced distributor or new to the wholesale supplement industry.
Why Multivitamins Are a Retail Must-Have
Multivitamins remain a cornerstone of the global wellness market. According to Grand View Research, the multivitamin market size is projected to reach $30.7 billion by 2028, growing at a CAGR of 6.5% from 2021. Rising health awareness, an ageing population, and demand for immunity-supporting supplements are key drivers.
For retailers, stocking multivitamins isn’t just safe — it’s a profitable strategy. Today’s consumers are looking beyond generic formulas, seeking targeted benefits such as energy support, immune health, and women’s wellness.
Top Wholesale Multivitamin Trends for 2025
Staying ahead in wholesale means stocking trending multivitamin products. Here are the top categories shaping the market:
1. Immune-Boosting Multivitamins
Post-pandemic wellness trends have made immunity a top priority. Formulations rich in vitamin C, vitamin D, zinc, and selenium are in high demand. Blends with herbal extracts like echinacea and elderberry are especially popular.
Retail tip: Promote these products during seasonal changes to capture demand peaks.
2. Plant-Based and Vegan Multivitamins
Sustainability and plant-based lifestyles are on the rise. Vegan multivitamins are becoming mainstream, with nutrients such as B12, iron, iodine, and algae-based omega-3s.
Retail tip: Clearly label plant-based formulas and highlight certifications like “vegan” and “organic” to attract conscious consumers.
3. Age-Specific Multivitamins
Targeted formulas for children, adults, and seniors continue to grow. Senior formulas often focus on bone health with calcium, vitamin D, and magnesium. Children’s multivitamins increasingly come in gummy formats for better compliance.
4. High-Potency & Targeted Formulas
Consumers are shifting to specialized multivitamins that address energy, brain health, and stress relief. Products featuring B-complex vitamins, magnesium, and adaptogens like ashwagandha are performing well.
5. Convenient Formats
Consumer demand for convenience is reshaping the market. Trending formats include:
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Gummies — popular across all ages.
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Powders — ideal for fitness enthusiasts and often combined with protein or electrolytes.
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Liquid multivitamins — fast absorption and perfect for on-the-go lifestyles.
Key Ingredients Driving Multivitamin Sales in 2025
Knowing the top nutrients helps you curate a competitive product range:
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Vitamin D3 — supports immunity and bone health
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Magnesium — aids sleep, stress relief, and muscle recovery
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B Vitamins — support energy metabolism and cognitive health
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Zinc & Selenium — powerful antioxidants for immune support
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Omega-3 (Algae or Fish Oil) — promotes heart and brain health
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Adaptogens (Ashwagandha, Rhodiola) — support stress management and energy
Retailers who clearly highlight these nutrients in product descriptions and packaging tend to see higher customer engagement.
Packaging & Marketing Trends for 2025
Packaging plays a crucial role in consumer decisions. Current trends include:
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Eco-friendly packaging — recyclable or compostable materials
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Transparent labeling — clear dosages and benefits
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Minimalist design — premium, modern aesthetics that appeal to wellness consumers
Marketing should educate buyers about the benefits of multivitamin ingredients. For example, product descriptions like “Supports immune health with vitamin C and zinc” can increase conversion rates and loyalty.
How Retailers Can Capitalize on Multivitamin Trends
To maximise opportunities in wholesale multivitamins:
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Track consumer trends — monitor formats and ingredients with the fastest growth.
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Diversify product range — offer gummies, capsules, powders, and liquids to meet different preferences.
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Highlight certifications — vegan, organic, non-GMO, gluten-free labels boost trust.
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Bundle products — combine multivitamins with complementary supplements to increase order value.
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Train your team — knowledgeable staff can help customers select the right products.
Conclusion
The wholesale multivitamin market is thriving in 2025, driven by consumer demand for targeted wellness, convenience, and sustainability. Retailers who align with these trends can strengthen their position and grow customer loyalty.
Start stocking wholesale multivitamins trending products today at Nutritional Wholesaler.
