Vitamin supplement demand rises in Lima and among US Latinos

Consumer interest in vitamin supplements is showing significant growth and specific segmentation in Latin American and Hispanic populations. In Lima, Peru, interest in vitamin supplements rose 45.2% between 2022 and 2025, with a projected 7% increase this year. A study by Insight Hunting for Vitaldin, analyzing data from 3.1 million people, identified key motivations: increasing daily energy (28.4%), strengthening defenses (24.1%), and improving hair, skin, and nails (18.5%). Notably, gummy formats saw a 58.2% increase in interest, driven by their perceived non-medicinal nature and ease of consumption.

In the United States, Vitamin C remains a highly popular supplement among the Latino community, often used traditionally to support the immune system and combat cold symptoms. While Vitamin C is an essential nutrient for immune cell activity, health studies note that its consumption may only slightly reduce the duration or intensity of a cold rather than preventing it entirely. Other supplements of interest among this demographic include Vitamin D and folic acid, though specific needs vary based on age, sex, and diet.