Consumer demands for immunity and beauty support solutions are shaping VMS innovation, while sustainable packaging claims are becoming more prolific.

Mikolaj Kaczorowski, Innovation Analyst

Table of Contents


    • Europe: beauty-enhancing VMS bounces back
    • Graph 1: VMS launches, by share of select functional claims, 2017-2022
    • Europe: VMS brands strengthen their focus on sustainability
    • Graph 2: VMS launches, by share of select ethical and environmental claims, 2017-18 vs 2021-22
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: VMS brands explore sustainable packaging to win over younger, eco-aware consumers
    • Graph 3: VMS launches, by select ethical and environmental claims, 2017-22
    • Asia: VMS brands place the innovation spotlight on functional support
    • Graph 4: VMS launches, by select functional claims, 2017-22
    • Australia & New Zealand: consumers look for convenience and functional support to fuel their modern lifestyles
  3. the americas

    • North America: VMS brands are catering to consumers’ diverse dietary needs
    • Graph 5: VMS launches, by share of select claims, 2017-22
    • North America: supporting immunity remains a high priority for consumers
    • Graph 6: VMS launches, by share of select functional claims, 2017-22
    • Latin America: consumers are keen to boost their immunity
    • Graph 7: VMS launches, by share of functional – immune claims, 2017-22

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

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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