Vitamins and Minerals - US - September 2019
Covered in this report
This report includes nonprescription, OTC vitamins and minerals in all formats, including liquid, tablet, gummy or chewables. The market has been divided into the following segments:
- Vitamins including multivitamins (products that contain a combination of vitamins in one), and one- and two-letter vitamins (products that contain only one or two specific letter vitamins, such as vitamin C tablets)
- Minerals such as supplements based on mineral ingredients (eg calcium, iron)
This report excludes homeopathic products, prescription vitamins and vitamin-enhanced/enriched food products (eg orange juice enriched or enhanced with calcium, energy drinks enhanced with vitamins or supplements, nutritional bars).
Sales of vitamins, minerals and supplements through network (multilevel) marketing and practitioners are also excluded.
While this report does include some dietary supplements data, supplements will be more comprehensively covered in Mintel’s Supplements – US, October 2019 Report.
"The vitamins and minerals market remains steady, with the majority of adults currently taking at least one vitamin or mineral. While younger consumers are driving demand for innovation and personalization, traditional formats and formulations continue to be important to overall market strength. However, a demand for natural, specifically whole food ingredients will continue to push brands to improve the quality of their offerings and to be transparent about ingredient content and sourcing."
– Karen Formanski, Health and Wellness Analyst
This report examines the following issues:
- Clearly defined functionality
- Clean, natural ingredients in demand
- Younger consumers want gummies
- Majority of consumers still seek vitamins and minerals
What you get
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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