The demand for fortified foods and beverages market was witnessed to have an increasing trend owing to the rising health consciousness among the consumers and vitamin deficiencies which can cause health maladies such as anemia, scurvy, beriberi, and pellagra to name a few. Also, studies have mentioned that these are not simply deficiency diseases, but rather conditions that are present in a relatively well-nourished society. Therefore, food fortification with vitamins was proven an effective tool for tackling nutritional deficiencies among the population; but today, a more reasonable approach is to use food fortification as a means to support but not replace dietary improvement strategies (i.e. nutritional education campaigns). Furthermore, frequent launches of newly formulated products with modified blends of vitamins is likely to fuel the growth of the market, such as Alpha mind Vitamin-Infused Coffee, Snap Super Candy (vitamin-infused snacks), vitamin-infused water and vitamin D fortified milk.

Geographically, North America dominated the market and the Asia-Pacific region is predicted to be the fastest-growing market in the forecasted period. The growth of the market is quite less in the African region. In South Africa, multiple fortifications of biscuits with iron, β-carotene, and iodine improved the status of all of these nutrients in school children. Countries of the Asia-Pacific region such as China and India have the majority of the market due to its increasing disposable income of the people, urbanized population, and expansion of key companies like Cargill, Incorporated and FMC Corporation in many countries. In China, a series of studies have been conducted to assess the efficacy, effectiveness, and feasibility of fortifying soy sauce with iron content.