Why Vitamins & Supplements Will Dominate Black Friday Sales in Latin America

As the biggest e-commerce event in Latin America approaches, Black Friday continues to attract massive consumer participation across the region. Over 90% of Latin Americans are familiar with Black Friday. In markets like Brazil, 60% of consumers plan to shop in November 2025. Within this growing e-commerce momentum, the Vitamins & Supplements category is emerging as one of the top-performing segments, fueled by consumers’ increasing focus on health, wellness, and self-care. Brands that tap into this opportunity now will be in the prime position to capitalize on the surge in sales.

Continue reading to discover why the Vitamins & Supplements category will be one of the hottest this Black Friday in Latin America, and how you can make the most of this lucrative opportunity.

The Surge in Demand for Vitamins & Supplements in LATAM

The demand for vitamins and nutritional supplements in Latin America has been rapidly increasing, with the market reaching a projected value of USD 51.32 billion in 2024. This significant growth is expected to continue, with a compound annual growth rate of 8.2% from 2025 to 2030, making it one of the most promising sectors in the region.

Over 50% of the population in LATAM now regularly uses wellness products, including vitamins, supplements, and other health-related goods. In Mexico, for instance, 15 million people are already using dietary supplements, while in Brazil, approximately 75% of the population takes some form of supplement or vitamin, primarily to improve overall health.

Online retail channels already hold 25.45% market share in 2024 and are expected to grow at a 13% CAGR from 2025 to 2030, surpassing other distribution channels. This dominance in both size and growth rate reflects a clear shift in consumer purchasing patterns across regions and demographics. E-commerce platforms provide consumers with comprehensive product information, reviews, and comparison capabilities, helping them make informed supplement purchasing decisions.

As consumers in these countries become more health-conscious and increasingly shop online, the demand for vitamins and supplements is expected to keep growing, making this an opportune moment for brands to sell online in Latin America.

Key Drivers Behind the Booming Vitamins & Supplements Market in Latin America

• Rising Health Awareness: Consumers in LATAM are increasingly focused on wellness, immunity, and overall well-being, which is driving the demand for vitamins and nutritional supplements.

• High Adoption in Key Markets: In Mexico, 15 million people use dietary supplements. And in Brazil, about 75% of the population takes some form of supplement, primarily to improve health.

• Growing Digital & E-commerce Penetration: More consumers are shopping online for health products, making vitamins and supplements easily accessible across LATAM’s fragmented marketplaces. This shift to e-commerce presents a significant opportunity for sellers to reach a wider audience.

• Urbanization and Rising Disposable Incomes: A growing middle class with higher purchasing power is investing more in health and wellness products, creating an expanding market for vitamins and supplements.

• Lifestyle and Fitness Trends: Increasing interest in fitness, mental health, and preventive care is fueling the consumption of supplements like protein, collagen, multivitamins, and stress-relief products, further driving market growth.

Black Friday: A Game-Changer for Vitamins & Supplements Sales

Black Friday has rapidly become the biggest shopping event in Latin America, with consumer demand growing year after year. As e-commerce continues to expand across the region, millions of shoppers in countries like Brazil, Mexico, Argentina, Chile, and Colombia eagerly await the event, making it a prime opportunity for U.S. brands to tap into the booming market.

In 2024, Black Friday weekend revenues in Brazil alone reached approximately USD 1.88 billion, a 10.7% increase from the previous year. In Chile, sales surpassed USD 550 million, with over 10 million purchases made both online and in physical stores. E-commerce represented 52% of the total sales, showcasing the growing importance of online shopping in LATAM. Meanwhile, in Colombia, over 15 million transactions were made, generating more than USD 444 million in revenue.

These impressive figures underscore the strong potential for vitamins and supplements to perform exceptionally during Black Friday. From our own experience at nocnoc, sales of vitamins and supplements in 2024 increased 168% compared to 2023, making it one of the top-growing categories on our platform.

What Types of Vitamins & Supplements Are in Demand in LATAM?

1. Immune Support: Vitamins C, D, and zinc are in high demand, especially in countries like Brazil and Mexico, where health concerns have risen post-pandemic.

1. Fitness and Weight Management: Protein powders, BCAAs, and fat burners are popular, particularly in Brazil and Mexico, driven by the growing interest in fitness and weight loss.

1. Beauty and Skin Health: Collagen supplements and biotin are trending in markets like Argentina and Chile, as consumers focus on improving skin and hair health.

1. Mental Health and Wellness: Supplements like magnesium, valerian root, and nootropics are increasing in demand to help with stress reduction, sleep aids, and cognitive function.

1. Multivitamins and Daily Wellness: Multivitamins remain popular across all age groups for overall well-being and as a preventive health measure.

Why Sell Vitamins & Supplements Through LATAM’s Top Online Marketplaces?

Selling vitamins and supplements through major e-commerce platforms in Latin America offers unmatched opportunities for brands to reach a growing health-conscious consumer base. Here’s why:

1. Widespread Consumer Reach: Platforms like Mercado Libre, Walmart (MX), and Magalu dominate the LATAM market. These marketplaces provides access to millions of potential customers across multiple countries. These platforms have a vast user base actively seeking health and wellness products.
   
2. Increased Online Shopping: Online shopping has become the preferred method for purchasing health products in LATAM, with a significant increase in e-commerce penetration. Marketplaces offer the convenience of online shopping with comprehensive product information, reviews, and competitive pricing.
   
3. Trust and Familiarity: LATAM consumers trust established marketplaces that provide reliable delivery and customer service. Selling through these platforms ensures brands are associated with trusted names, increasing their credibility and customer loyalty.
   
4. Targeted Marketing Tools: Major marketplaces offer robust marketing and advertising options. This allows brands to target specific demographics based on location, interests, and purchasing behavior. This helps sellers reach the right consumers at the right time, especially during high-demand events like Black Friday.
   
5. Streamlined Logistics and Payments: Marketplaces like Mercado Libre and Walmart offer seamless logistics and payment systems, handling everything from storage to delivery. This simplifies the selling process for brands and ensures a smooth customer experience.

By tapping into these top online marketplaces, U.S. brands can capitalize on LATAM’s rapidly growing vitamins and supplements market while benefiting from the support and infrastructure these platforms provide.

Optimizing Product Listings for LATAM Marketplaces

To stand out in LATAM’s competitive marketplace, follow these key best practices for optimizing your vitamins and supplements listings:

1. Localization: Ensure titles, descriptions, and labels are in Spanish or Portuguese, depending on the country. Use local terms to resonate with consumers.
2. Clear and Descriptive Titles: Include key benefits, ingredients, and quantity. Example: “Vitamin C 1000mg – Immune Support – 30 Tablets.”
3. Pricing Strategy: Price competitively based on local market conditions, considering local purchasing power and offering promotions, especially around Black Friday.
4. High-Quality Images: Use clear, professional images showing the product, packaging, and relevant certifications like organic or non-GMO.

The Competitive Advantage: Global Selling in LATAM with nocnoc This Black Friday

Entering the LATAM market now is a game-changing opportunity, especially before the holiday rush. Black Friday presents an unmatched chance to capitalize on high consumer demand in the region, and nocnoc is here to help you do just that.

At nocnoc, we’ve developed a seamless strategy to help U.S. brands quickly reach the right audience in LATAM. We enable sellers to expand their products into the top 5 fastest-growing e-commerce markets—Mexico, Brazil, Argentina, Colombia, and Chile—through more than 15 leading marketplaces across the region.

We handle everything for you—from international shipping to listing optimization, customer support, taxes, and marketing campaigns. You don’t have to worry about a thing. All you need to do is sit back and watch your sales grow. We take care of the complex details of cross-border selling.

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Don’t miss out on this chance to boost your Black Friday sales in LATAM. Sign up with nocnoc today and start selling your supplements and vitamins across Latin America in less than 48 hours!