The Future of Vitamins, Minerals & Supplements: 2020
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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.
Global Annual Review: what's now and what's next for vitamins, minerals and supplements.
Emma Schofield, Senior Analyst - Global Food Science
THE BIG STORIES
IN THE NEXT TWO YEARS
IN FIVE YEARS AND BEYOND
KEY MARKET DATA
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