+15% Market Growth in 2020

Sales of Supplements Surge in 2020

Overall, the U.S. market for nutritional supplements is up nearly 15% so far in 2020 as consumers seek to protect their health with immune-enhancing products.  All segments of the market increased by double-digit growth rates, with particularly high gains for vitamins A, B12, C, D, iron, magnesium, zinc, echinacea, and elderberry.

With fears of coronavirus lurking, consumers have stocked up on these immune-boosting products at levels not previously witnessed. In fact, some retailers and manufacturers have had a difficult time meeting demand and keeping shelves stocked.

In addition to boosting immunity, consumers are increasingly turning toward herbal products and specialty supplements to manage their health. Turmeric and ashwagandha are gaining in popularity, as are specialty supplements such as CoQ10 for bone health; omega 3s for heart health; and collagen for hair, skin, and nail support. The aging population is also driving demand for brain health, bone health, and eye health supplements.

Other trends emerging in the nutritional supplements market include personalized vitamins, sourcing transparency, and vegan supplements.  Details on the nutritional supplements market, including segments such as multivitamins; children’s multivitamins; single-letter vitamins; herbal products including echinacea, elderberry, garlic, ginkgo biloba, ginseng, turmeric, ashwagandha, soy, saw palmetto, kava, and açai; minerals including iron, zinc, magnesium, calcium, selenium, and potassium; and specialty supplements for the heart, brain, eyes, bones, and hair/skin/nails are including in Kline’s Nutritional Supplements Market in the United States report.  This report will be published in July 2020.  For more details, contact us.

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