A worldwide pandemic is a great way to get consumers’ attention about their general health products and wellness. Multiple studies have shown that people reacted to the pandemic with more vitamins and supplements than ever before.
According to the Council for Responsible Nutrition’s CRN COVID-19 Consumer Survey of Dietary Supplements, 65% of supplement users were between 18 and 34 years old. In comparison, 50% of those aged 35-54 years old and 23% of those 55 years or older changed their supplement regimens in 2020—a staggering 91% increase in supplement usage.
In a January 2021 survey by New Hope Network, 54% of respondents indicated increased supplement consumption during the pandemic. 70% of natural channel shoppers stated that they had increased their consumption. Nearly half said it was either moderate or substantial (versus “a little”)
This focus on health has enabled the supplement and nutraceuticals industry to weather the pandemic storm…and is now poised for continued growth post-pandemic.
Supplements may continue to be used.
Recent surveys show that only a tiny percentage of people intend to reduce their supplement use after receiving the COVID-19 vaccination. According to the New Hope Network survey, 51% of natural channel shoppers plan to increase their supplement usage after getting vaccinated.
Consumers have shifted their focus to immunity.
In 2019, the three most significant growth areas in nutritional supplements were anti-aging, sports nutrition, and CBD products. Many sports nutrition products have fallen in popularity since gyms were closed. CBD products also fell out of fashion.
Consumers reacted to the possibility of contracting a deadly disease by focusing on their immunity. Although multivitamins and other general health products did well, immune support was the main story. People want to strengthen their immune systems, and there are good reasons to believe supplements can help. In 2020, immunity-oriented supplements saw a surge in sales.
Euromonitor International’s Supplements Report shows that the U.S. sales for immune-system-supporting supplements grew by 32.4% between 2000 and 2020, according to Euromonitor International. These sales rose by 14.9% globally, according to the report. Sellers report that many of these sales are to customers new, which is further evidence that the pandemic is changing buying habits hair Transplant Clinic.
What supplements are these people buying? People who are specifically looking for immunity support have expressed significant interest in:
- Single-letter vitamins like Vitamin C or Vitamin D
- Zinc and magnesium, particularly when is combined
- Probiotics consumers are beginning to see a link between gut and immunity and general health.
The question is whether or not this interest in supplements to boost immunity will persist after the pandemic. It’s impossible to say for sure, but it seems likely that people who believe supplements helped them stay healthy during the pandemic will continue to use supplementation to live a healthier lifestyle. This will be a driver of industry growth, according to us.
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Sleep aids are still prevalent.
For many years, the U.S. has experienced a lack of sleep. According to the Centers for Disease Control and Prevention, one-third of Americans report getting less sleep than recommended. This is linked to many chronic conditions and diseases. Many people find it difficult to sleep due to pandemic-related stressors.
Americans are still suffering from sleep problems. Nearly all of the over-the-counter sleep products are melatonin-based. These sleep aids are prevalent and readily accepted by consumers because they are sold in the main retail channel. The future growth of the supplement industry will be driven by demand for melatonin-based products.
Other factors contribute to the demand.
This is due to the aging population. Studies showed that older people were more likely than younger people to use supplements every day before the pandemic. For a long time, the aging population has been driving industry demand and will continue to do so.
Additionally, millennials have noticed a rise in the popularity of vitamins and supplements as they are promoted as part of a self-care lifestyle.
E-commerce could also increase sales.
E-commerce has seen a surge in all product categories, not just supplements, since the pandemic. This may be a factor in driving demand as consumers embrace e-commerce.
Let’s take, for example, what happens when a consumer exhausts the stock they have. They may have gone without a product in the past until it was convenient to go to the store to buy more. They are now accustomed to only clicking a few buttons to have the product delivered right to their door. This desire for convenience is further reflected in subscription services. Your monthly supply will arrive at your doorstep every month, and you don’t have to do anything but sign up natural health products.
Dietary supplements have seen steady, slow growth in recent years. All these factors point to future growth.
The increase in vitamin and supplement demand means a higher demand for empty capsules. CapsCanada is a top-rated manufacturer of vegetarian capsules and gelatin.
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