STUDY OVERVIEW
Our latest report unpacks the key trends shaping vitamin, mineral, and supplement consumption today—who’s taking them, why they’re turning to supplements, and what it means for the industry.
Supplement consumption has steadily increased since 2019, with certain consumer groups driving the most growth. The pandemic reshaped the VMS landscape, influencing not only who takes supplements but also what consumers expect from them. This shift is also impacting the active nutrition space, as consumers seek similar benefits across both categories.
In this report, we explore the factors behind this trend and how supplement usage varies by age, gender, and health motivations, including:
- Which types of consumers are driving growth in supplement consumption?
- How has supplement consumption changed over the years?
- What are the important differences in supplement consumption between younger and older consumers?
- How do consumer needs differ by age?
This report offers the essential insights needed to navigate the evolving landscape and capitalize on emerging opportunities in the VMS space.
Contents:
- Background, Methodology, Executive Summary, Key Takeaways
- Tracking the Rise of VMS Consumption: VMS consumption is on the rise, but the factors driving this growth are evolving. Explore how shifting demographics and new wellness priorities are reshaping the market.
- VMS vs Functional Food & Beverage: Competitors or Compliments: Understand what drives consumers to choose VMS over functional foods and beverages, and how the rise in supplement consumption is affecting the functional food market.
- VMS Today: Who, What, and Why: Explore who is taking VMS, what type of supplements they’re using, and the motivations behind their usage.
- What’s New in Q4: Explore trended data highlights covering health engagement, priorities, performance, motivations, and nutrition and fitness behaviors for Q3 2024.