CHICAGO , Jan. 31, 2023 /PRNewswire/ -- Vitamin, mineral and nutritional supplement (VMS) use is on the rise among Americans. Of the 78% of Americans who take vitamins*, one-third (34%) have increased their use since the start of the COVID-19 pandemic, including nearly half (47%) of millennials, according to new research from Mintel. In line with the average consumer, Millennials say supporting their overall physical health (66%) and supporting their immune system (62%) are the top two reasons to use VMS. However, millennials (43%) are more likely to use VMS to support their mental health than general consumers (34%).
While VMS sales soared during the pandemic, rising a staggering 22% between 2019 and 2020 to $31.52 billion in 2020, growth flattened out in 2022, when sales increased by an estimated 4. 1% to $35.64 billion . Sales are expected to grow another 5% in 2023, when the market is expected to reach an estimated $37.44 billion .
Mintel reports that US health and wellness analyst Dorothy Kotsch said:
“Although the pandemic has negatively impacted many areas of consumers' lives, the changes it has created in how consumers perceive and approach health have benefited health and wellness brands, particularly in the retail space. detail.Vitamins, Minerals and Nutritional Supplements (VMS) Immune Health Issues are no longer seasonal and consumers are increasingly aware of the importance of physical and mental health.More and more attention is being paid to mental health.One person, the VMS brand, can capitalize on this trend by focusing on brain-boosting, focus, and mood-enhancing formulas like magnesium, vitamin D, curcumin, and the regulatory agent L-theanine.
“Our research shows that consumers have learned from the pandemic to build health guidelines around VMS products, but there are signs of market exhaustion. For example, multivitamin use has remained steady over the past year, suggesting that interest is changing. To adopt this mindset, brands need to focus on innovation and emerging health issues. As consumers seek to understand the role of ingredients in their VMS products, ingredient transparency will become even more important ".
Consumers are attracted to single letter vitamins and supplements.
The majority of consumers take some type of vitamin or supplement: 78% take vitamins and 64% take supplements. Although vitamin use has not changed in the past two years (77% in 2021), supplement use has increased by 13 percentage points from 51% in 2021. Notably, there has been a gradual increase in use of one-letter vitamin and mineral supplements. over the past five years: Use of monovitamins increased from 47% in 2018 to 52% in 2022 and use of mineral supplements increased from 33% to 42%. Mintel's research shows that consumers want to optimize their health by focusing on missing vitamins and minerals for a more personalized approach than a one-size-fits-all multivitamin.
“As consumers become increasingly interested in expanding their approach to wellness, personalization and personalization are more important than ever. As consumers seek more control over their VMS regimen, individual vitamins may interfere with the widespread use of multivitamins. Key VMS players should carefully consider ways to offer customized products in multiple formats and distribution channels to optimize,” said Kotscha.
Mintel's publicist may request interviews with other VMS industry researchers and analysts . For those who want the full report , visit the Mintel Store .
*Including multivitamins (products with a combination of vitamins in one) and single and multiple letter vitamins (products with only one or two specific vitamins from the letter, such as vitamin C tablets)
**Supplements: CoQ-10, glucosamine and chondroitin products, and other specialty supplements; certain combinations of supplements, such as women's health or joint health formulas; and herbal/botanical remedies such as echinacea and St. John 's wort
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SOURCE Mintel Group, Ltd.