The Future of Vitamins and Supplements 2020
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Global Annual Review: what's now and what's next for vitamins, minerals and supplements.Emma Schofield, Associate Director - Global Food Science…

Report Summary

Key points included

  • Align VMS with broader food and drink trends
  • Deliver clean label and transparency in VMS
  • Functional claims in VMS to become more holistic

The big stories

VMS producers can align to broader food/drink trends like plant-based dieting and eco-dieting. Blockchain IT may open opportunities for producers to deliver transparency, while expectations for clean label will continue. VMS health claims can become more holistic, focusing on emotional and mental health, as well as physical health.


In the next two years

VMS can target oral and skin microbiomes, as well as the gut microbiome, with ingredients like postbiotics. VMS have a role to play in preventing and treating health issues, from conception to the later years. Blue light from screen time, increasing maternal ages and pollution may offer new opportunities for VMS.


In five years and beyond

Sustainability will start to become a hygiene factor for some consumers, which may drive a refill revolution in VMS. The active ingredient in magic mushrooms, psilocybin, could follow the footsteps of cannabidiol (CBD), and consumers will expect a greater degree of personalisation from VMS, using DNA test kits, for example.

Expert analysis from a specialist in the field

Written by Emma Schofield, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

VMS producers should capture the attention of eco-dieters by focusing on planetary health, as well as human health by concentrating on replacing single use plastics and ingredient sustainability, as examples. VMS producers can develop free from products that cater to people with medically diagnosed food allergies, as well as products for consumers who embrace free from diets as a lifestyle choice. Emma Schofield
Food & Drink Analyst

Table of Contents

  1. the big stories

    • Align VMS with broader food and drink trends
    • Deliver clean label and transparency in VMS
    • Functional claims in VMS to become more holistic
    • [Graph] Global: percentage of VMS product launches in POWDER format that contain select ingredients, 2017-2019
    • [Graph] Canada: 'how much emphasis do you currently place on these aspects of your health and well-being'?, % of consumers who agree, March 2019
  2. in the next two years

    • Use VMS to embrace the potential of the microbiome
    • Use VMS for treating and preventing health issues
    • Focus on VMS for new and emerging health concerns
    • [Graph] US: 'why might you consider treating a medical condition with cannabis and/or CBD?', % of consumers who agree, by age, Oct 2019
    • [Graph] US: 'which conditions would you consider treating or managing with CBD-only product (no THC), % of consumers who agree, Oct 2019
    • [Graph] UK: 'which of the following do you associate with vitamins/supplements containing CBD?', % of consumers who agree, June 2019
  3. in five years and beyond

    • Consider psychedelics in VMS
    • Embrace the refill revolution
    • Deliver personalisation through DNA test kits
    • [Graph] Global: active (granted or pending) patent families related to DNA-based dieting technology, by year, 2000-2019
  4. Key market data

    • [Graph] Global: percentage of VMS launches that feature select claims linked to free from dieting, clean label and plant-based dieting, 2015-2019
    • [Graph] Global: top functional claims in VMS launches, percentage of launches, 2015-2019
    • [Graph] Global: top claim categories in VMS launches, percentage of launches, 2015-2019
    • [Graph] Global: % of VMS launches by flavour profile top 10 flavour profiles (flavour component GNPD filter), 2019
    • [Graph] Global: percentage of VMS launches by format type, 2019

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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