American consumers are increasingly using personalized subscription services for clothing, beauty products, and meal kits—plus vitamins and nutritional supplements. In a category worth more than $10 billion—with as much as 75% of the population regularly consuming supplements—the sheer number of available products and brands can be confusing. That’s why personalization makes sense, as it helps consumers navigate a somewhat perplexing category. Continue reading
The COVID-19 pandemic has consumers scrambling to do more than kill germs on hands and surfaces. Amid the chaotic situation of out-of-stock shelves for cleaning products, hand soaps, and paper products, consumers are seeking ways to bolster their immune systems by eating more whole foods, increasing rest, and exercising. As a result, the nutritional supplements category is witnessing a strong surge in demand as customers turn toward multivitamins, single-letter vitamins, and specialty supplements. For one, Vitamin C products have seen a strong uptick in sales, as have other specialty supplements such as elderberry, zinc, and echinacea.
There is growing interest in transparency on product labels from foods and beverages, to consumer goods, to personal care products, and now vitamin supplements. The Clean Label Project is an independent product testing organization that tests pet and baby foods and beverages for the presence of harmful ingredients. Clean labels are found on products that contain no artificial flavors, colors, sweeteners, preservatives, GMOs, antibiotics, or hard-to-pronounce, unrecognizable ingredients. Consumers are scrutinizing labels and ingredient lists, looking for short, easy-to-read, easy-to recognize ingredient lists. They are also attracted to products that claim to be “free of” artificial dyes, preservatives, GMOs, and other synthetic substances.Continue reading
Transparency, ingredients, and clear labeling are important to consumers of nutritional supplements and probiotics. These are also substantial to reputable manufacturers in these markets looking to educate consumers on product benefits and to distance their brands from products on the market with less science supporting their claims and benefits.
In January 2017, the Council for Responsible Nutrition and the International Probiotics Association collaboratively published “Best Practice Guidelines for Probiotics” as a proactive set of voluntary, scientifically-based guidelines to encourage responsible production and marketing of dietary supplements and functional foods that contain probiotics. Continue reading
The U.S. market for nutritional supplements and wellness products is massive and valued at over $30 billion in annual retail sales. This remains an area that elicits strong consumer interest as people seek to preserve and improve their health and avoid illness. Products like digestive enzymes, vitamins and minerals, weight loss and management systems, and energy supplements provide many benefits for consumers, but confusion lingers among consumers due to the number of products available and nebulous product claims.
Mass nutrition brands sold through drug chains, mass merchandisers, health food stores, and specialty retailers account for the lion’s share of the market. Continue reading