Wholesale Vitamins: Guide on B2B Sales in Supplements Market

Nick Mirev
Table of Contents
    Thank you! Please check your inbox now for your welcome email.
    There was an issue with the form. Please try again.

    Vitamins and supplements have become one of the high-demand product categories in recent years. The pandemic is one of the main reasons for the increased sales of these products. A lot of people strive to improve their immune systems and are more likely to purchase dietary supplements. As a result of that, the wholesale distribution of wholesale vitamins and supplements has increased significantly. In addition to immunostimulants, protein supplements, and fatty acids have also become popular. In this article, we’ll take a close look at retail and wholesale vitamins sales. If you’re interested in this topic, make sure to also read our articles on wholesale medical supplies and how to manage a wholesale business.

    Key takeaway: Wholesale vitamins are purchased not only by pharmacies but also by health stores and other retailers, including supermarkets. They are often combined with other dietary supplements such as minerals. Multivitamins are the most common product on the market.
    free eBooks from BlueCart

    Businesses that Buy Wholesale Vitamins


    Naturally, drugstores are among the main purchasers of wholesale vitamins. Pharmacies keep a variety of supplements in stock, especially before and during the flu season. They also buy wholesale multivitamins and supplements like probiotics. Bodybuilding and prenatal supplements are also among the common subcategories sold by drugstores. As these businesses purchase a wide range of pharmaceutical products, they often find suppliers that sell not only supplements but also drugs.

    Health Food and Fitness Stores

    A lot of specialized retailers also offer a variety of vitamins. They benefit from buying these products at wholesale prices and selling them at retail ones. Although online sales of these products have increased, a lot of customers prefer to buy them from physical stores in order to get better customer service and consultation from the staff.

    Other Retailers

    These can be supermarkets, wellness eCommerce stores, and broadline retailers. As sales of supplements increase, the most common products can be found in major retail brands.

    Healthcare Institutions

    Hospitals and other institutions like senior living homes purchase wholesale vitamins for their patients. Typically, a lot of these products are purchased in liquid form as they are given intravenously. Furthermore, hospitals often buy wholesale vitamins in different concentrations as some patients might require different amounts. These institutions often benefit from wholesale ordering of various goods like different types of medical supplies or wholesale janitorial supplies.

    demo request BlueCart

    Most Common Vitamins and Supplements

    As the demand for supplements increases annually, there are multiple varieties on the market. Let’s see which are the most popular ones.


    These products combine various vitamins and minerals together and offer a complete solution for health-conscious consumers. Usually, multivitamin combinations have different purposes. For example, one of the most popular ones are immunostimulant multivitamins. Other common products include multivitamins for better hair, nails, and skincare. 

    Vitamins D, C, and B

    They are crucial for the immune system, bone health, and overall well-being. B-vitamin complex supplements usually include all eight varieties of the B vitamin group. Other popular vitamins that are sold separately or as part of multivitamin mixes are E, A, and K.


    These supplements contain beneficial bacteria which helps digestion and gut health. They are recommended for people who take antibiotics and for those with digestive distress symptoms.

    Magnesium, Calcium, Zinc, and Other Minerals

    These minerals are among the most important ones for a variety of processes in the human body. Other minerals that are often included in dietary supplements are potassium and selenium.

    State of the Vitamins and Supplements Market

    Regional Insights on the Retail and Wholesale Vitamin Supplements Market

    North America is undoubtedly the leader in sales of these products. More than a third of the global revenue comes from sales in North America. Southeast Asian countries are becoming popular destinations for manufacturers of dietary supplements. As the standard of living in these countries is rapidly increasing, the sales of wholesale vitamins and other supplements are expected to grow in the next decades.

    Offline VS Online Sales of Dietary Supplements

    Although most companies have seen significant growth in online sales, the same cannot be said for pharmaceuticals and supplements businesses. Less than 20 percent of these products are purchased online. The main reason is that consumers often need assistance or consultation when buying dietary supplements. Therefore, it might be more convenient for them to consult with a pharmacist or another professional who can recommend the right product.

    Future Growth

    According to research, the dietary supplements niche market is expected to grow by an average of 7 percent globally in the next few years. The main driver of that growth is the increasing awareness of the population about the need to take such supplements. After the pandemic, a lot of people have educated themselves about immunostimulant multivitamins and regularly buy them before and during the flu season.

    Nutraceuticals: A Trend That Is Here to Stay

    As people become more health-conscious, they often turn to nutraceutical products. These products are supplements like immunostimulants that help prevent sickness rather than cure it. Among the most popular supplements in this category are coenzyme Q (often called CoQ10) and omega-3 fatty acids.

    online ordering software for restaurants

    Frequently Asked Questions about Wholesale Vitamins

    The BlueCart team has dozens of articles on various topics related to wholesale businesses. We often answer the commonly asked questions on these topics. Below you can find the answers to frequently asked questions about wholesale vitamins. 

    Are Vitamins and Supplements the Same Thing?

    No, not really. Vitamins are a type of dietary supplement. But there are other types as well. Besides vitamins, other common categories of supplements include minerals, fatty acids, amino acids, and other nutrients. Although the two terms are different, vitamins and supplements are often used interchangeably.

    Can You Sell Retail and Wholesale Vitamins Online?

    Yes. These products can be sold and purchased online. However, there are regulations regarding their sales. Some regulations are regarding the claims made by the supplements. Other regulations are focused on the proper labeling of the ingredients. There are both federal and state regulations that need to be followed when selling retail and wholesale vitamins and other supplements. The FDA’s website has useful information on the rules regarding sales of these products.

    What Is the Profit Margin on Vitamins?

    Retail profit margins of vitamins are between 30 and 50 percent. The low percentage is usually for the most common products while vitamins with less demand often have a higher profit margin. As the supplements industry is one of the fastest growing niches in the US and other developed countries, there are many opportunities for entrepreneurs and business owners. In order to maximize profits, businesses use some of the following techniques:

    1. Cross-selling. When people purchase supplements, they might be interested in other product categories. For example, a customer who buys prenatal vitamins might also want to buy products that help with the symptoms of morning sickness.
    2. Upselling. Suppose someone wants to buy vitamin C to boost their immune system during the flu season. In that case, sellers in drugstores might recommend a multivitamin dietary supplement that contains other important nutrients for the immune system. 
    3. Omnichannel sales. Businesses should benefit from selling their goods on various platforms. In addition to classic brick-and-mortar stores, eCommerce is also an important sales channel. 
    4. Consignment. Distributors of wholesale vitamins and supplements can partner with businesses that sell gym equipment or other products that health-conscious consumers purchase. That can be done through traditional sales or via consignment.
    Book a Demo
    Streamline order management, grow your bottom line, and get back hours of your time with BlueCart. Schedule a demo now:
    Thank you! Your submission has been received!
    Oops! Something went wrong while submitting the form.