2023-06-07 10:00:14
Demand for vitamins it skyrockets as consumers become more health and wellness conscious. So they look for products in areas of health such as cognition, mood, immunity and beauty from within.
As vitamin deficiencies remain prevalent, new product formats and improved delivery systems are poised to shake up the market.
In that sense, Innova Market Insights indicates that vitamin and mineral launches grew 20% annually from 2018 to 2022. Although immune health remained the top claim, the market researcher highlights potential for innovation in mental acuity products, as these showed year-over-year growth faster by 99% between 2018 and 2022.
Furthermore, the specialists note that with the wide range of benefits that vitamins provide and their familiarity with consumers, the opportunity for vitamins to play a role in increasing the feel-good factor in end applications is significant.
Vitamins and their new formats
Within new product launches, vitamins increase their efforts to stand out. The sources of added value are becoming more and more popular, while companies use innovative delivery formats.
As consumers experience pill depletion and seek more palatable forms, there has been an increase in more fun formats like gummies.
Also, the desire for functional foods and beverages continues to increase, creating new opportunities within the food market. health and wellness to cross over to the beverage category that we see gaining ground.
While the vitamin category has been heavily marketed and driven by low prices, recent trends show the rise of value-added ingredients.
Value-added options typically include improved vitamin characteristics, especially viewed as better blood absorption and retention, better solubility, and bioavailability.
Optimization of delivery formats
The technology it is an essential part of the vitamin market, as it allows companies to optimize active ingredients for various nutritional applications, according to specialists.
A range of cutting-edge technologies are used in this sector and play a critical role in ensuring that our active ingredients are precisely formulated and ready to adapt to a wide range of applications.
According to the study DSM Global Health Concerns 2023, when it comes to nutrition, regarding 20 thousand participants. 41% of consumers believe that the amount of vitamins consumed is important and 58% actively include foods rich in vitamins in your diet.
In conclusion, consumer awareness of different vitamins varies. Vitamin C is the best known, with 78% of consumers familiar with it, followed by vitamins D, A and E, with 72%, 65% and 63%, respectively.
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