Trends in the U.S. Supplement Market
In the U.S., more than three in four consumers typically take a vitamin, mineral, or supplement product, and since the COVID-19 outbreak, more than one in three has stocked up.1 Immunity supplements are booming as a result of COVID, but interest has also been growing in supplements for mental health and sleep support.2 Nonetheless, consumers cite supporting overall health as the primary reason for taking any supplement.3
While the mass-market retail channel continues to lead in supplement sales, e-commerce sales surged last year, largely as a result of COVID.4 "Natural" and "free from" are key purchase drivers and have become especially important as consumers look for natural ways to support their health.5 Gummies continue to be the preferred format, especially among younger consumers.6
Spotlight on the Gummy Market
Insight #1: Preferred format is among the top three purchase influencers.
Mintel reports that after “highest quality ingredients” and “most affordable option,” “preferred format” is the factor that most influences consumers’ purchasing decisions for vitamins, minerals, and supplements.7 The right format is more important than their preferred brand, label claims, and even taste.8
Insight #2: Gummies are the fastest-growing format.
In the U.S., the gummy format grew a whopping 44% in the 52 weeks ending October 4, 2020 (excluding private label), making it the fastest-growing format in vitamins, minerals, and supplements.9