As defined by Oxford Dictionary, well-being is the state of being comfortable, healthy or happy. With COVID-19 reshaping daily routines and altering ‘the normal’, more so now than ever, people are placing an increased importance on their overall well-being – both physical and psychological health. “Vitamins, minerals and supplements (VMS) products can act as a tool to help consumers feel more in control of their health and well-being in uncertain times. Consumers are most driven to take VMS products in order to support their overall health, making these products a priority to many during the uncertain times of COVID-19.1” From 2019 to 2020, average sales of VMS products have increased 19%.*
But as we define the new normal of well-being, mental health has moved to the forefront with immunity. Isolation, burnout and uncertainty has challenged how consumers view and practice healthy living.
“37% OF ADULTS ARE PAYING MORE ATTENTION TO THEIR MENTAL HEALTH AND WELL-BEING COMPARED TO A YEAR AGO, WHICH MAY ACCOUNT FOR THE RISE IN PERSONAL MENTAL HEALTH AWARENESS AND PRIORITIZATION.”2
of adults say their mental well-being is a higher priority since the COVID-19 outbreak.
of adults have used some form of health tech (health, exercise, nutrition, meditation apps).
of adults say that exercising has become a higher priority to them since the COVID-19 outbreak.
Source: Lightspeed/Mintel; Dynata/Mintel; KuRunData/Mintel**
As we move forward, products placing a focus on overall well-being should consider mental health as well as immunity support. “85% of US VMS users are interested in supplements that enhance mental health (eg improve memory, protect against depression2).” Incorporating ingredients known to reduce stress and relieve anxiety and depression, such as chaga, berries, ginger and green tea, can help meet increased consumer demand for holistic products. And natural colorants and extracts, including botanicals and herbs, can be used as powerful tools for transparent, clean label products.
Sensient Pharmaceutical’s functional and aromatic line of extracts and botanicals cater to the growing consumer demand for immunity and overall well-being products. We also have a full line of natural and organic colorants, flavors and coatings.
*IRI data, U.S. Market
**US: 2,000 internet users aged 18+, surveyed 28 May-4 June 2020; 1,982 UK internet users aged 16+; 1,200 Chinese internet users aged 18-59; Source: Lightspeed/Mintel; Dynata/Mintel; KuRunData/Mintel
1. Mintel: Vitamins, Minerals, And Supplements Consumer: Incl Impact of Covid-19, US – August 2020
2. Cipher/Mintel; Lightspeed/Mintel: Base: 1,698 US internet users aged 18+ who use vitamins, minerals or supplements