As the country continues its fight against COVID-19, consumers are looking for ways to improve their overall health. Many consumers are experiencing major changes to their daily routines, eating habits, and ability to exercise. Vitamins, minerals, and supplements (VMS) can be an easy way for consumers to fill holes in their diet or simply boost their overall health in this changing landscape. While we’re all familiar with the basic multivitamin, there are a few new trends being spurred on by a younger demographic of health-conscious consumers.

Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2014-24

Adaptogenic Supplements

Adaptogens are botanical substances that ease physical and mental stress. Ingredients such as ginseng, medicinal mushrooms, holy basil and ashwagandha can be beneficial in restoring focus, improving endurance and minimizing fatigue. “Use of or interest in select adaptogenic botanicals (such as ginseng and ashwagandha) varies by age and gender, indicating opportunities for brands to attract a broad audience by curating their product selection,” reports Mintel.

DNA Based Vitamin Personalization

Daily multivitamins are no longer a one-size-fits-all application. Customized ingredients that target individual needs, along with the belief that a DNA test can accurately project which vitamins and minerals that an individual needs, is now the wave of the future. According to Mintel, brands should seek to “emphasize awareness of individual consumer needs” to have the most success. The personalization trend is all about complementing, not interrupting, the natural rhythms of a consumer’s body. “From home-testing kits that distinguish deficiencies to swallowable sensors that can relay suggestions in real time, consumers will be able to respond to their body’s every need,” states Mintel.

Natural Sourcing and Plant Based

“Most consumers, especially 25-34s, believe natural/organic foods are better for the environment, and brands emphasizing a commitment to the planet will appeal to consumers who want to feel good about the life cycle of the products they purchase,” reports Mintel. Sustainability is quickly becoming an important consideration for brands across multiple categories, including VMS. Plant based supplements, including protein powders are becoming an increasingly popular option for younger consumers. These supplements promote more than a healthy body, they promote a healthy planet. According to Mintel, brands that prioritize the planet are more likely to achieve long-term loyalty from young consumers.

The VMS category continues to grow, with the strongest gains seen in the supplements segment. “The VMS market will remain steady moving forward, reaching total category sales of $32.1 billion by 2024,” reports Mintel. As younger consumers enter a marketplace that is placing an increased emphasis on health and wellness, retailers can expect to see a growing interest in these VMS trends.