Boost usage of VMS by positioning products that support healthy ageing and mental wellbeing. Offer enhanced/easy absorption to showcase efficacy.
Anamika Banerji, Research Analyst – Food and Drink, India
Collapse All
-
EXECUTIVE SUMMARY
- Key issues covered in this Report
-
KEY TRENDS AND MARKET FACTORS
- Innovation activity in the VMS space
- Graph 1: new product launches in the VMS category, 2018-23
- Graph 2: % of VMS launches, by launch type, 2021-23
- Graph 3: % of VMS launches with different functional claims, 2021-23
- Graph 4: % of VMS launches with different functional claims, 2021-23
- Graph 5: % of VMS launches with select claims related to naturalness and eliminations of nasties, 2018-23
- Graph 6: % of VMS launches in different formats, 2018-23
- Graph 7: % of VMS launches that are unflavoured, 2018-23
- Graph 8: % of VMS launches in different flavours, 2018-23
- Emotional wellbeing comes under the spotlight
- Mintel Trend: Age Reframed
- Graph 9: VMS launches with healthy ageing* positioning in the last five years, 2018-23**
- Graph 10: % of share of VMS launches with healthy ageing* positioning, by market, 2018-23
-
WHAT CONSUMERS WANT AND WHY
- Graph 11: consumption of VMS, 2022 vs 2023
- Graph 12: agreement with select statements about supplements, 2023
- Graph 13: VMS launches, 2018-23
- Graph 14: agreement with the statement “I intend to spend more on vitamin, mineral and/or supplement products in the next one year”, 2023
- Graph 15: agreement with the statement “I intend to spend more in vitamin, mineral and/or supplement products in the next one year”, 2023
- Graph 16: select reasons for consuming VMS, 2023
- VMS for healthy ageing
- Graph 17: reasons for consuming vitamins, minerals and/or health supplements in the last six months, 2023
- Graph 18: ‘to prevent future health issues’ as a reason for consuming vitamins, minerals and/or health supplements, by age, 2023
- Graph 19: ‘to delay ageing’ as a reason for consuming vitamins, minerals and/or health supplements, by age, 2023
- Graph 20: agreement with select statements about VMS, by consumers with select reasons for consuming VMS, 2023
- Graph 21: consumption of VMS, by consumers with select reasons for consuming VMS, 2023
- Graph 22: health benefits of interest in health supplements, 2023
- Graph 23: agreement with the statement “Supplements that help to protect the health of vital organs (eg the liver and kidneys) appeal to me”, 2023
- Health goals of consumers
- Graph 24: health benefits of interest in health supplements, 2023
- Graph 25: % launches of VMS featuring energy and beauty benefits, 2020-23
- Graph 26: select health benefits of interest in health supplements, by generation, 2023
- Graph 27: interest in eye health benefit from supplements, by generation, 2023
- Graph 28: reasons for consuming health supplements in the last six months, 2023
- Graph 29: select health benefits of interest in health supplements, by age, 2023
- Graph 30: % share of VMS launches with stress & sleep claim, by market, 2022-23
- Graph 31: % launches of VMS with stress and sleep claim, 2018-23
- Graph 32: top three ingredients of interest in VMS, 2022
- Graph 33: % share of VMS launches offering stress and sleep claim with ashwagandha as an ingredient, 2018-23
- Emerging areas of interest
- Graph 34: ‘aid in weight loss’ as a health benefit of interest in supplements, by reason of consuming VMS, 2023
- Graph 35: ‘aid in weight loss’ as a health benefit of interest in health supplements, by city tier, 2023
- Graph 36: % launches with select ingredients in VMS launches featuring the slimming claim, 2022-23
- Graph 37: % of VMS launches featuring the slimming claim, 2018-23
- Graph 38: % share of VMS launches featuring the sliming claim, by market, 2022-23
- Graph 39: ‘improve brain cognition/performance’ as a health benefit of interest in health supplements, 2023
- Graph 40: ‘improve cardiovascular health’ as a health benefit of interest in health supplements, 2023
- How consumers choose VMS products
- Graph 41: agreement with the statement “It is difficult to understand the differences between supplements offering similar health benefits”, 2023
- Graph 42: features that would encourage consumers to choose one product over another, 2023
- Graph 43: features that would encourage consumers to choose one product over another, 2023
- Graph 44: features that would encourage consumers to choose one product over another, 2023
- Graph 45: features that would encourage consumers to choose one product over another, 2023
- Potential to personalise VMS
- Graph 46: agreement with select statements about VMS, 2023
- Graph 47: willingness to pay more for personalised supplements, 2023
- Graph 48: agreement with select statements about VMS, 2023
- Positioning VMS for different wellness segments
- Graph 49: usage of VMS, by wellness segments, 2023
- Graph 50: agreement with select statements about VMS, by wellness segments, 2023
-
APPENDIX
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables have been redacted.
$ 2,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
