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
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EXECUTIVE SUMMARY
- Key issues covered in this Report
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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
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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
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APPENDIX
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