Anything but basic: vitamins get a makeover

The COVID-19 pandemic has changed life as we know it, from how and where we work to how we take our daily supplements. The Council for Responsible Nutrition (CRN) published a consumer survey focusing on COVID-19 in late 2020, concluding that 43% of dietary supplement consumers have changed their habits since the start of the pandemic, which meant adding more new supplements to their existing routines (46%) or taking the same supplements more regularly (25%).

Why? The COVID-19 pandemic has highlighted the importance of maintaining daily health and supporting a balanced immune system throughout the year. This was a boon to the vitamin market, as the survey also found that consumers more often turned to supplements to support these renewed core health and immunity goals rather than condition-specific concerns.

As consumers seek out supplements with basic health benefits, the ingredients in the spotlight have also proven to be fundamental in nature. The supplements that saw the largest increase in intake during the pandemic were mainstays like multivitamins (with 59% of supplement consumers reporting an increase), vitamin C (44%), and vitamin D (37%) , reports CRN. Right behind were vitamin B and zinc, also known to provide proven immune support and general well-being.

Indeed, multivitamins are experiencing a renaissance thanks to pandemic health trends. Nutrition Business Journal saw multivitamin sales growth of 17.1% in 2020, down from just 3.7% in 2019 (which at the time was considered the strongest rebound the category has seen since 2013, when gum formats and state-specific formulas revitalized the market). Today, the growth in this category is not driven by fancy formats or revolutionary formulas, but by the consistent reliability of the multivitamin to deliver general health and wellness benefits during a public health crisis. chaotic and devastating.

Likewise, vitamin C has the advantage of being a proven standard as well as a vitamin with documented immune benefits. According to Nutrition Business Journal, vitamin C for immunity is expected to increase 36.3% in 2020 (up from 5.4% in 2019), adding $ 212 million to the market, reaching $ 586 million in value.

Although vitamin C is a major player here, smaller markets will see even bigger surges, especially products containing vitamins A, B and D. Vitamin B in particular is expected to increase by 103% (from 8.4% growth in 2019). ), while vitamin D sales are expected to increase 61.6%, from a market of $ 119 million in 2019 to $ 192 million in 2020.

The good news, CRN says, is that 98% of consumers who made positive changes to their supplement regimens during COVID-19 plan to stay with them after the pandemic. The key for brands and retailers going forward will be to emphasize the idea that immunity is not a seasonal or pandemic-specific concern, but rather a 12-month lifestyle change. In this way, multivitamins and “letter” vitamins go from the most basic to the best-selling, as long as they appeal to consumers seeking an immune system.

To the letter

From C to Zinc, core supplements are stepping up, especially with mixtures like these focused on immunity.

Zinc Chewables for Kids Carlson

Carlson recently introduced Kid’s Chewable Zinc, which provides 5 mg of zinc in a single tablet, the National Academy of Sciences recommended daily intake for children ages 4 to 8. Natural mixed berry flavor. SRP: $ 8.90, 42 accounts


Enzymedica Immune Max

The formula of Immune Max includes black elderberry reinforced with vitamins C, D3 and zinc for immune health and everyday well-being. This product is designed to be an all-in-one formula to boost the immune system all year round, rather than a staple for cold and flu season. List Price: $ 34.99, 60 counts

Older Nutrient Probiotic Vitamin C + Capsules |  Vitamins get a makeover

Old Nutrient Vitamin C and Probiotic Capsules

Ancient Nutrition boosts its probiotic strain Bacillus subtilis (award-winning for supporting a healthy immune response, immune defense, and immune system) with vitamin C to harness benefits such as supporting healthy immune defense and function, antioxidant activity, skin function and more. MSRP: $ 24.95, 60 accounts

Chewable Chews with Vitamin D3 by HumanN |  Vitamins get a makeover

HumanN Vitamin D3 dry food

Vitamin D3 Chews provides 5,000 IU of vitamin D3 in the form of cholecalciferol. The new supplement, which can be taken daily, is gluten-free, GMO-free, soy-free and contains no artificial flavors. The chews offer an explosion of berry flavor and are a convenient option for those who have trouble swallowing traditional pills. SRP: $ 14.95, 30 accounts

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