Vitamins and Supplements Market - Global Annual Review - 2016
In terms of product launches, the US takes the lead, accounting for over one in 10 introductions in the period January 2013 to November 2015. This high level of launch activity is one of the driving factors behind increased sales over the last year. The US market is particularly driven by older consumers who are more engaged in the category. Going forward, most global markets will benefit from an ageing population, as well as product innovations that address benefits that appeal to younger adults, such as beauty claims.
The biggest growth in product claims for new VMS launches is in products that are “suitable for” consumers such as diabetics, vegetarians etc. Some individual claims that have seen a particular increase in launch activity during the review period are ‘free-from’ claims such as gluten free and reduced allergen and some of this is due to consumers increasingly restricting their intake of certain food groups because they are dieting or for intolerance reasons. The UK’s escalating obesity crisis has resulted in an increase in the number of people dieting, with regimes such as the 5:2, Dukan and Paleo diets amongst the most popular. Similarly, increasing awareness of food allergies and intolerances has also resulted in more people avoiding certain types of food. This points to an opportunity for brands to create diet-support vitamins designed to ensure dieters get all the vitamins they need as they cut out certain types of food
Overall, the most popular functional claims are boosting the immune system, energy claims, cardiovascular, and brain & nervous system. In China, immunity enhancement is the leading reason why purchasers of health supplements take these products.
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