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Education

The state of supplements and vitamins

[x] mins read
Education

The state of supplements and vitamins

[x] mins read
Health & Wellness
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Manufacturing CPG & FMCG Small and Medium Business Byzzer Consumer Behavior Health & Wellness

If you’re a health and wellness CPG company, you know that supplements and vitamins have been an integral part of the category’s growth. But, many brands have seen stronger growth than ever in recent years.

So, what makes our current environment so different?

Read on to learn more about the current state of the vitamin and supplement market, trends to keep an eye on, and the tools you can use to succeed.

Supplements and Vitamins in 2022

Supplements and vitamins are in a renaissance, with sales across all channels up. There are a few reasons for this growth. First, the COVID-19 pandemic had a major impact on all industries. For health and wellness products, this led to increased sales and more interest in products that could keep consumers healthy. Second, large swaths of consumers have been leaning more into various diets and wellness trends in recent years. Third, the increasing use of online shopping platforms has introduced new consumers to a wide range of products including various supplements and vitamins.

With so much money being spent on supplements and vitamins these days, it can be hard to put a finger on where to invest your time and energy. Luckily, some trends are showing stronger opportunities than others. This is particularly true for emerging brands that are more agile.

Here are the top five trends in the supplement and vitamin space:

  • 1. The Rise of DTC brands

    The Rise of DTC brands

    One of the biggest factors in the growth of the supplement and vitamin market has been through direct-to-consumer (DTC) sales. This is particularly true for brands that sell their product on online marketplaces like Amazon. This gives emerging brands an easier entry point to the market and eliminates issues like shelf space, retailer chargebacks, and more.

    For example, NielsenIQ data shows that DTC brands own nearly 10% of the entire sleep and focus supplement market. Still, wellness brands that embrace an omnichannel approach can supplement brick-and-mortar sales as well. Understanding consumer needs and shopper trends is going to be the key to growth in such a competitive DTC market.

  • 2. Consumers Focus on Attributes

    Consumers Focus on Attributes

    Product attributes come in two forms: stated and qualified. Stated attributes are marketing claims found on a product’s packaging. Qualified attributes are ingredient details found on the fact panel for a CPG product. Together, they give consumers a holistic view of the claims you make regarding your products and the ingredients they contain. As more consumers turn to the convenience of online shopping, they have more access to attribute data than ever. And they’re using it.

    Today’s shoppers are more purposeful, better informed, and are willing to pay more for products that meet their needs. Consumers in 2022 are seeking out products with specific attributes in mind. That’s why you need robust attribute data tracking as you can get with NielsenIQ’s Total Wellness data. See what attributes your target audience is seeking and optimize your packaging and product listings to match.

  • 3. Clean Label Domination

    Clean Label Domination

    Another trend that we’ve been reporting on for the past few years is clean label. That is, product claims on products stating that they use as few ingredients that consumers consider “wholesome” or “natural.” Since the emergence of the COVID-19 virus, U.S. consumer interest in clean-label products has grown more than ever. Consumers are more concerned about their overall health and are actively seeking products with claims that align with their needs.

    For vitamins and supplements, products with fewer ingredients that are easy for the consumer to understand, growth is easier. Tracking your consumer’s product searches and buying habits can help you better understand what claims will be best to increase sales.

  • 4. Dietary Restrictions Are Here to Stay

    Dietary Restrictions Are Here to Stay

    200 million U.S. consumers adhere to a diet or health-related program and 180 million have food allergies or intolerances that affect their purchase decisions. And these numbers are only getting bigger. By targeting these groups with direct messaging, many brands have been able to get a foothold in the burgeoning as being “vegan”, “on-GMO”, or “allergen-free” are all seeing substantial growth. Take the time to properly vet your products to see if they fit these categories. If so, you may be able to reach new markets with ease.

  • 5. Strong FMCG Growth

    Strong FMCG Growth

    FMCG, or fast-moving consumer goods, are CPG products that consumers buy and use regularly. Most vitamins and supplements tend to fall in that category. Luckily, FMCG brands have seen strong growth over the past two years as consumers seek to shop online with a focus on convenience and shipping frequency. By identifying how often your customers are reordering products, you can plan your pricing and promotion offers accordingly.

Use Data to Fuel Your Vitamin and Supplement Growth

With the supplement and vitamin market growing at such a fast pace, keeping up can be difficult. Investing in data can make all the difference. NielsenIQ has got you covered. NielsenIQ tracks 1,000+ attributes across total store and 250+ NielsenIQ-only attributes and can get granular with Product and Label Insights.

Learn more about our Total Wellness offerings and sign up for a demo to see this attribute data in action. Our team is always here to help you get the data you need when you need it.

As the owner of a small CPG brand, the power to emerge on top of the wellness landscape rests in your hands. Fortunately, our Byzzer platform can help by providing comprehensive reports that help you understand shoppers’ needs and behaviors better. Best of all, we’ll give you actionable insights so that you know what to do next to grow your brand.

Sign up for free today and see what Byzzer can do for your brand.

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