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As simple as VMS

We understand that vitamins, minerals and supplements (VMS) packaging is not only vital to the perceived value of a brand, but it also needs to protect and maintain the integrity of the product.

The VMS category is brimming with potential, its growth fuelled by category cross-overs with hair, skin, beauty and sports nutrition.  Consumers are more attuned to the holistic approach to well-being, which has been a trend for some years.  We are more connected than ever before, including between our bodies and what we consume, the activities we perform and the lifestyles we choose to pursue.

What packaging is right for you?

We’ll take you through our comprehensive range of packaging, designed specifically for the health care, VMS, OTC Pharmaceutical, alternative and complementary health markets.

Beauty from within – the rise of nutraceuticals

There’s a rising global demand for ingestible products with skin and hair care benefits.  Beauty Packaging reported that the nutricosmetics market value is “poised to cross $13.7 billion by 2030, according to a new research report by Global Market Insights Inc. – registering an 8.1% CAGR between 2022 and 2030.”

“Multivitamins and collagens, among other nutricosmetics, are becoming an integral part of the diet in regions such as Europe, North America, and Japan.”

“The gummies and soft chews segment is projected to depict a CAGR of over 7.7% through 2030.”

“The nail care segment held 8% of the nutricosmetics market share in 2021, which can be credited to the rising emphasis on maintaining healthy nails, especially among the younger generation.”[1]

CosmeticsDesign-Europe have provided some excellent insights from a study by Lycored into ingestible skincare. The demand is not surprising, considering the importance of holistic approaches to well-being, skin and hair care. An important part of the article, is that it focuses on “changing attitudes” and a “new generation of consumers”. The survey polled 490 people in France and the UK. “A total of 30% of survey respondents said they had bought an ingestible skincare item in the past year – almost double the percentage that did so in 2017. This figure rose to 57% among those aged 25-35 years old, while only 16% of the 55- 64 age group.”[2]

Sports nutrition

In May 2022, NutraIngredients conducted a survey with 200 industry professionals from across Europe.  They wanted to understand from them, how they see the category is performing, in terms of economic performance and innovation.  The consensus was that in 2021 the industry had grown with a compound annual growth rate (CAGR) of                        6-10%. Regarding the next five years, 41% of the respondents predicted further growth with CAGR of 6-10%, followed by 31% predicting 0-5% CAGR. [3]

In terms of what will drive innovation in the sports nutrition category, the survey responses ranked brain/cognition top, “with 58% believing the mental edge in sports to be an ever increasing factor.” Closely following this was the microbiome, performance energy and immunity. [4]

Life stages

What we can ascertain from the development of this category and the routes of innovation in sports nutrition, is the importance of more personalised products. There is a growing movement to place the subject of the menopause higher on the political, societal, employment, lifestyle and product related agendas. We are witnessing a more open discussion of this topic, and importantly seeing more practical, positive steps along a movement of better education, understanding, workplace provisions and product solutions. There’s still a long way to go but important steps are being taken.

If you are in the VMS, or personal care space with a view to extending your reach, we are sure you’ll be aware of the opportunities emerging for effective, targeted remedies for three life stages women have to tackle: peri-menopause, menopause, post-menopause.

CosmeticsDesign-Europe’s article regarding Lumina’s report, ‘Probiotics for a smooth menopause transition’, explained the “roles of the microbiome and probiotics in supporting the menopause could be a key growth area in the process, combined with healthy ageing and gut health, gives rise to niche products aimed at women.”

“The report suggests women may resort to purchasing probiotics earlier in life with moves to include probiotic supplements into their daily routines to promote healthy aging. Grand View Research estimates the global menopause market size will reach over 22bn by 2028 and is expected to expand at a CAGR of 5.7% from 2021 to 2028.” [5]


[1] Beauty Packaging, ‘Nutricosmetics Market to Hit USD 13.7 Billion by 2030’, 11th August 2022.

[2] CosmeticsDesign-Europe, ‘Demand Rising for Ingestible Skincare’, 7th July 2022.

[3] NutraIngredients, ‘Innovation & Invention: European sports nutrition industry continues to push boundaries in 2022, reveals survey’, 22nd July 2022.

[4] As above.

[5] CosmeticsDesign-Europe, ‘Menopause-supporting products the ‘next big opportunity’, according to Lumina report’, 5th August 2022.