Dan Gomez, Head of BGL’s Food & Beverage team: “The VMS industry has evolved from a commodity multivitamin business into a sophisticated, consumer-driven market of targeted supplements addressing specific health outcomes. We’re bullish on the growth of this industry and believe it remains one of the most structurally compelling sectors in consumer health – resilient through economic cycles, powered by genuine demographic tailwinds, and increasingly attractive to both strategic and private equity investors.”
Inside the report, BGL examines the market forces that are fueling expansion in the VMS industry and making it an attractive category for strategic and private equity investors.
Key VMS industry takeaways include:
- Assessment of the market size and growth profile of the Contract Development & Manufacturing Organization (CDMO) market and the increasingly strategic role these organizations are assuming within the modern VMS value chain
- How consumer and category trends, particularly growing demand for specialization and products targeting specific health and wellness needs, are fueling demand in the Branded VMS market
- How AI-driven personalization is reshaping the way consumers discover and purchase supplements and creating opportunities for operationally sophisticated and agile CDMOs
- How the ongoing shift toward digital access, ethical brands, and certifications is further amplifying growth
- Recent transaction activity that highlights increasing investor interest in the wider VMS industry
Mergers and acquisitions remain active across both the CDMO and Branded VMS subsectors, with recent transactions involving Bioniq, ILS Gummies, Western Botanicals, and Huel highlighting renewed investor interest in the broader VMS sector. Private equity sponsors remain particularly active, drawn by the category’s defensive growth profile, fragmented competitive landscape, and meaningful value creation opportunities through operational improvement and platform consolidation.
About BGL’s Food & Beverage Investment Banking Team
BGL’s Food & Beverage investment banking team, led by BGL Managing Director Daniel Gomez, has deep sector knowledge and extensive food & beverage transaction experience, representing companies across the entire sector. Coverage includes branded and private label products, global supply chain, contract manufacturing, processing, and distribution.