Share

Vitamin opportunities

Apr 2024

Innova Market Insight data indicates that vitamin and mineral launches are experiencing a global surge, with a 4% average annual growth between 2019 and 2023. Immune health is vital, as nearly half of vitamin/mineral launches contain this claim. With consumers increasingly seeking personalized vitamins/minerals, various positionings regarding energy, mental health, sexual health and other specific needs are gaining traction. Key ingredients such as vitamins C, D3 and B12 dominate the launches, while zinc bisglycinate, magnesium bisglycinate and saw palmetto are emerging.

Chewsy
Nature Love
Momentous
Guud
Upsa
Henry Blooms
Ithrive
Global Healing
Biotechusa
Wholesome Story

1/10

Picture Click to Enlarge

Chewsy Men’s Multi Dietary Supplement: Blueberry Grape Flavor (US)

  • Scientifically formulated with 100% of the daily value of 16 essential nutrients, plus probiotics and men’s support blend. 
  • Vitamin A, C, D, selenium and zinc support immune health. Probiotics support digestive health. B vitamins, including vitamin B12, support energy production. Vitamin E supports heart health. Vitamin D3 supports bone health. Vitamins A, C, D andE and zinc support antioxidant protection. Biotin and pantothenic acid support hair and skin health. Saw palmetto, stinging nettle and pumpkin seed support prostate health. 
  • No artificial colors, artificial flavors, artificial sweeteners, dairy ingredients and soy ingredients. Non-GMO. Gluten-free. Suitable for vegetarians. 
  • Comes in 30 individually wrapped fruity chews, held in a plastic jar.
Innova Market Insights data indicates that supplement launches witnessed a 5% compound annual growth rate between 2019 and 2023. As consumers are more concerned about their unique health needs, there is a clear trend for personalized nutrition solutions. In 2023, launches to support immune health saw the highest share, while supplements that support insomnia, mental acuity and sexual health are gaining traction. This shift marks the departure from the traditional one-size-fits-all approach to an era of customized formulations and targeted solutions.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
As our population continues to age, the significance of specialized nutrition tailored to support active aging becomes increasingly prominent. Sports nutrition and supplements are crucial in optimizing nutrient intake to support physical health, cognitive function and overall well-being in older adults. These launches aim to promote longevity, vitality and quality of life throughout aging by emphasizing personalized approaches that address individual needs and goals.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
Innova Market Insights data indicates there is a steep increase in sports nutrition launches globally, with 18% annual growth from 2021 to 2023. Additionally, there was a 39% average annual growth in product launches that feature new and innovative sports nutrition formats – pancakes, yogurts, gels and chocolates. Sports bars and protein-based sports drinks are gaining ground, with 34% growth from 2021 to 2023.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
Innova Market Insights data indicates an increase in supplement launches with cardiovascular and heart health claims, with 9% growth from 2019 to 2023. In 2023, vitamins and minerals were the leading subcategory for these supplements, with a 27% share in launches. There is also a growth in novel ingredients for blood health, such as Reishi mushroom with 45% growth in the last five years.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
Consumers are increasingly drawn to products containing nootropic and nutraceutical ingredients due to a growing awareness of their potential cognitive and health benefits. The demand reflects a shift toward prioritizing holistic well-being and cognitive enhancement in daily life. Brands are responding by innovating and incorporating these sought-after ingredients into various products to cater to consumer preferences.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
Innova Market Insights data indicates that there is a growth in eyesight support supplement launches with an 8% average annual growth from October 2018 to September 2023. Vitamin C is the leading ingredient used for eyesight support supplements, but there is a high growth of different carrot ingredients used for better vision. There is a fast growth in eyesight supplements packed in gummy form with 27% growth in the last five years.
Images
Images
Images
Images
Images
Images
Images
Images
Images
Images
«12345...36»