In today’s current climate of COVID-19, consumers are seeking a holistic approach to immune health. More than one third of adults state they are more concerned about their immune system health now than they were prior to the pandemic, supporting an already growing vitamins, minerals and supplements (VMS) market through a surge in sales for immune support products.*
The VMS market will continue to grow despite the economic downturn, due to strong associations in supporting specific areas of wellness, particularly ones trending in the time of COVID-19. While multivitamins continue to show highest usage, consumer demand for more targeted benefits beyond overall wellness continues to influence trends in both ingredients and formats. The current surge in sales of immunity products is further evidence that many consumers rely on the VMS category for security and well being in uncertain times.
Karen Formanski, Health and Nutrition Analyst at Mintel.
Thus, products with high quality ingredients and an overall focus on well-being have become a priority in the market.
The demand that sparks consumers’ interest is offering holistic solutions, seeking out natural formulations and using supplements as a part of your self-care routine.
Experts recommend pairing “immune health benefits with formulations to reduce stress and improve sleep.”* Capturing this consumer priority using “natural ingredients that offer dual benefits for stress reduction and immune system support have potential to appeal to wellness-seeking consumers. Additionally, new supplement formats can be part of a wellness ritual and help consumers proactively take care of their health.”* The nutrition and lifestyle market has potential to grow during the pandemic by implementing this evolving need.
Today, vitamin and supplement launches continue to highlight this health centric focus. Between May 2019 and April 2020, 20% of global VMS launches carried an immune system support claim, according to Mintel GNPD, Support immune health in new ways. With the immune compromised at a higher risk during the pandemic, the interest in this category is predicted to rise.
Source: Mintel GNPD
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*Mintel GNPD, Patent insights: boosting immune health a future focus