The South African vitamins and supplements market is becoming increasingly convenient, flavour-led and format-driven, as brands look for new ways to make daily wellness easier to incorporate into consumers’ routines.
While tablets and capsules remain staples of the category, gummies, chewables and effervescent products are gaining ground. These formats can make supplementation more accessible and enjoyable, while appealing to a broader range of consumers — from adults and children to busy parents and those looking for convenient, on-the-go support.
According to Insight Survey’s latest South African Vitamins & Supplements Market Sizing and Competitor Analysis Insights Report 2026, format innovation is becoming an increasingly important part of the local competitive landscape. The report examines the South African vitamins and supplements industry through market sizing and competitor intelligence, covering manufacturers and distributors, retail activity, product ranges, company developments, marketing initiatives, brand positioning and competitor strategy.
From pills to gummies: a global shift
The move towards more convenient supplement formats is not unique to South Africa. Globally, consumers are increasingly looking for wellness products that are simple, convenient and more enjoyable to take.
The global multivitamin gummies market is projected to grow from approximately $7.9 billion in 2026 to $12 billion by 2030, representing a CAGR of 11.2% from 2023 to 2030, according to the report.
This growing preference for convenient formats is also reflected locally. Both the South African vitamins and dietary supplements markets continued to grow in 2025, while brands increasingly promoted gummies, chewables, effervescents and other easy-to-consume products.
Convenience becomes a competitive advantage
Across South Africa, several major vitamins and supplements portfolios demonstrate how quickly format innovation is becoming part of the category.
Adcock Ingram’s Bioplus range, for example, includes energy gummies, chews, effervescent tablets, syrups and sachets, offering consumers different ways to incorporate energy support into their routines.
Bayer’s Berocca and Cal-C-Vita ranges have long used effervescent formats, while Berocca Junior Beans extends the offering into a child-friendly chewable.
Cipla’s Fizz 1000 and Fizz C Plus products further highlight the continued demand for effervescent vitamin C and immune-support products.
The trend is particularly noticeable among children’s and family-focused products, where taste, texture and ease of use can play an important role in making supplementation more appealing.
Ascendis Health’s Bettaway portfolio includes adult and children’s gummies across categories such as immune support, multivitamins, vitamin D3, and hair, skin and nails. Its Fizzi range also includes effervescent products containing vitamin B, vitamin C, vitamin D3, magnesium and zinc.
Vital Health Foods has similarly expanded its gummy offering, with products aimed at calm and relaxation, energy and focus, radiant skin and daily multivitamin support, alongside children’s gummies targeting daily multivitamin and immune support.
Retailers are expanding the format mix
The shift is not limited to established supplement brands. Retailer-owned ranges are also contributing to the growing variety of formats available to South African consumers.
Clicks offers gummies, chewables, fizzies, syrups, powders and capsules across categories including vitamin C, multivitamins, energy, immune support, magnesium, hair, skin and nails, and prenatal supplementation.
Dis-Chem’s Gold and Lifestyle Health ranges similarly span tablets, capsules, chews, gummies, effervescents, powders and liquids, creating competition across both branded and private-label products.
Together, these developments point to a broader evolution within the category: vitamins and supplements are increasingly competing not only on ingredients, benefits and price, but also on how easily they fit into everyday life.
Making wellness easier to maintain
For consumers managing busy lifestyles and household budgets, convenience can be an important consideration when choosing wellness products. Formats that are simple to take, easy to carry and enjoyable to consume may help brands stand out in an increasingly crowded market.
At the same time, affordability remains important. Brands that combine clearly communicated benefits with convenient formats, accessible pricing and strong retail visibility could be well positioned to encourage regular use and repeat purchases.
Ultimately, the rise of gummies, fizzies, chewables and other alternative formats reflects a wider change in consumer expectations. Supplementation is becoming less about simply taking a pill and more about finding products that can naturally fit into everyday routines.
What does the South African market look like?
The South African Vitamins & Supplements Market Sizing and Competitor Analysis Insights Report 2026 is a 134-page analysis of the local industry, providing insight into manufacturers, distributors, retailers, product ranges, company developments, marketing initiatives, social media following, brand positioning and competitor strategies.
The report forms part of Insight Survey’s refreshed “build-your-own” Industry Insights Report offering. Clients can choose from ready-to-buy reports or develop a customised report according to their specific research requirements and budget.
Beyond the ready-to-buy South African Market Sizing and Competitor Analysis Insights Report, clients can request on-demand Global Industry Insights, South African Industry Insights, Pricing Analysis, Survey Insights, Quarterly Industry Intelligence or a Full Landscape Insights Report.
Key questions the report can help answer
- What are the South African vitamins and supplements market size, value and volume trends from 2020–2025, and what are the forecasts for 2026–2030?
- How is the market distributed across different channels?
- Which vitamins and supplements categories and sub-categories are expected to drive future growth?
- Who are the key manufacturers, distributors and retailers in the South African market?
- What are the latest product launches, company developments and marketing initiatives from key players?
- Which competitors pose the strongest threat based on product range, brand visibility, marketing activity, retail presence and category participation?
Find out more
For more information and to view a sample of the report, visit the South African Vitamins and Supplements Market Sizing & Competitor Analysis Insights Report 2026.
For further assistance, contact info@insightsurvey.co.za, call the Cape Town office on (021) 045-0202, or the Johannesburg office on (010) 140-5756.
About Insight Survey
Insight Survey is a South African B2B market research company with more than 15 years of industry heritage. The company focuses on business-to-business and industry research designed to support smarter, more profitable business decisions while reducing investment risk.
Its market research solutions help businesses improve or expand their operations, enter new markets, launch products and gain a clearer understanding of their internal and external environments.
Through bespoke Competitive Business Intelligence Research, Insight Survey provides businesses with deeper insight into their competitive landscape, helping them navigate industry challenges and identify opportunities for growth.
From strategic overviews of a company’s competitive environment to detailed competitor profiles, its customised research is designed around individual business needs.
For more information, visit www.insightsurvey.co.za.
