Vitamin-mineral supplementation: ADM spotlights emerging consumer groups, delivery formats and targeted health

23 Jun 2022 --- As the vitamin and mineral supplements space proliferates globally, consumers seek dietary supplements that support their overall health. However, according to researchers from Northwest Medicine, there is “insufficient” evidence that supplements can help prevent cardiovascular diseases.

The researchers add that US citizens spent nearly US$50 billion “all for nothing” on vitamins and dietary supplements in 2021. NutritionInsight speaks with ADM to gain insights into vitamin and mineral supplements shifting space.

“The primary supplement consumers are above 18 years old and include those interested in supporting a healthy lifestyle, with dietary supplements beginning to emerge as ‘must haves’ for the general consumer,” says Vaughn DuBow, director of marketing, North America Dietary Supplements, ADM.

“As adult consumers grow increasingly mindful of the significant role their diets play in supporting their overall well-being and gain more trust in the role of dietary supplements in support of their wellness goals, more of these consumers are adding dietary supplements to their everyday routines.”

Echoing the rise of dietary supplementation, Innova Market Insights reveals that vitamin and mineral ingredients in supplements featured a +16% year-over-year growth when comparing 2020 and 2021 global launches.

Shifting delivery formats and sensory appeal
ADM details that while pills, tablets and capsules remain the top format preferred for consumers, younger generations are beginning to gravitate toward gummies and other chewable options.

“Gen Z is particularly in favor of any chewable format,” says DuBow. “This shift shows that the younger generations are leading the way in seeking supplement offerings that make taking vitamins and minerals a tasty and pleasing experience.”

In addressing how to increase sensory appeal, DuBow adds: “Research shows that 33% of global supplement consumers find it inconvenient to establish a routine of taking supplements, and 39% report the appeal of supplements that are easy to consume.”

According to ADM, consumers are drawn to ingredients that they associate with immune function, gut health, energy and mood.“As such, consumers are searching for convenient applications with a sensory appeal that they can look forward to having daily.”

“Globally, 58% of consumers say it’s important for supplements to taste good. From citrus and berry to indulgent flavors like chocolate mint, we’re seeing the supplement aisle expand with gummies, stick packs, sparkling waters and cluster bites that offer new ways to take vitamin and mineral supplements.”

Transparency remains essential
According to ADM, consumers also want to know that the products they are taking are supported by science and correspond to their definition of clean label.

“Globally, nearly 73% of nutritional supplement users state that clinically demonstrated benefits are important to them,” adds DuBow.

“Brands that can provide transparent communication about the efficacy of their offerings on product packs will win with shoppers perusing the vitamins and minerals aisle. At the same time, consumers are also scanning product labels for what they deem ‘clean label’.”

Since consumers are becoming more aware of claims about natural ingredients, they are more likely to notice vitamins and minerals produced from plant-based sources, such as botanicals, fruits and vegetables, which are more likely to be noticed by them, DuBow explains.

Sought-after ingredients
Immune function, gut health, energy and mood are a few areas still in demand as consumers look for products that will support their health and wellness objectives, details ADM.

“Notably, out of the 87% of US consumers interested in products with ingredients that may support immune function, 78% are specifically interested in vitamin C, 76% in vitamin A and 65% in vitamin D,” DuBow details.

“Drinks, bars and gummies that include vitamin C from acerola extract and vitamin A from carrot extract, will entice consumers both for their specific vitamin inclusions and for their plant-based sources.”

Younger generations are starting to favor gummies and other chewable options.Consumers frequently associate vitamin E with immune and cognitive support, explains DuBow.

“Consumers are progressively turning to vitamins and minerals associated with attributes related to mood and energy throughout the day. Our yerba matte, guarana and green coffee offer caffeine derived from natural sources, which is particularly attractive for consumers looking for ‘clean’ energy options.”

Gut health and mental well-being
Within the gut health space, 58% of global consumers perceive a connection between the function of the bacteria in the gut to broader aspects of well-being, ADM notes.

“With that, solutions that support the gut microbiome, such as dietary fiber, are continuously important to consumers,” adds DuBow. “In fact, among the consumers who have made changes to their diets and lifestyles because they are aware of the gut microbiome, 64% have increased their fiber intake.”

The company adds that its soluble dietary fiber solution Fibersol promotes gut microbe growth.

DuBow explains that consumers prioritize their mental and emotional wellness, with 48% of global consumers more conscious of the need to support their mental well-being due to the COVID-19 pandemic.

“Many health-conscious consumers want to adopt a habit of taking dietary supplements of vitamins and minerals regularly, but they’re finding barriers in the formats that currently saturate the marketplace.”

By Nicole Kerr, with additional reporting from Andria Kades

To contact our editorial team please email us at editorial@cnsmedia.com