The use of vitamins, minerals, and dietary supplements (VMS) among Americans is on the rise. According to new research from Mintel, among the 78 % of Americans who are vitamin1 users, a third (34 %) have increased their usage since the start of the COVID-19 pandemic, including nearly half (47 %) of Millennials. In line with consumers overall, Millennials say supporting their overall physical health (66 %) and immune system (62 %) are the top two reasons for VMS use. However, Millennials (43 %) prioritise VMS use to support their mental well-being more than consumers overall (34 %).
While sales of VMS surged during the pandemic, increasing an impressive 22 % between 2019-20 to reach USD 31.52 billion in 2020, growth leveled out in 2022 when sales grew an estimated 4.1 % to reach USD 35.64 billion. Sales are set to grow a further 5 % in 2023 when the market is expected to hit an estimated USD 37.44 billion.
Dorothy Kotscha, Health and Wellness Analyst, Mintel Reports US, said: “While the pandemic negatively impacted multiple areas of consumers’ lives, the shift it created in how consumers view and approach their health has benefitted health and wellness brands, particularly within the vitamin, mineral, and dietary supplements (VMS) space. Immune health concerns no longer only hold seasonal significance and consumers have a heightened focus on the importance of both physical and mental well-being. As greater attention is placed on one’s mental health, VMS brands can tap into this trend by focusing on formulas that contain brain-boosting and mood-regulating ingredients such as magnesium, vitamin D, curcumin, and L-theanine.
“Our research shows that consumers are taking lessons learned from the pandemic to create health routines around VMS products; however, there are signs of fatigue within the market. Usage of multivitamins, for example, has remained flat over the past year, indicating that interest is being directed elsewhere. Brands will need to focus on innovation and emerging health concerns in order to embrace changing consumer sentiment. Ingredient transparency will be increasingly important as consumers seek to understand the role ingredients play in their VMS products.”
Consumers show interest in single-letter vitamins and supplements
The majority of consumers take some sort of vitamin or supplement: 78 % take a vitamin and 64 % take a supplement. While use of vitamins remained flat over the past two years (77 % in 2021), usage of supplements increased by 13 percentage points, up from 51 % in 2021. Specifically, single-letter vitamins and mineral supplements have seen a gradual uptick in usage over the last five years: single-letter vitamin use increased from 47 % in 2018 to 52 % in 2022, while mineral supplement use increased from 33 % to 42 %. Mintel research shows that consumers are looking to optimise their health by focusing on vitamins and minerals they may be lacking for a more personalised approach, rather than a one-size-fits-all multivitamin.
“Customisation and personalisation are more important than ever as consumers are increasingly interested in broadening their approach to health. Single-letter vitamins may erode the widespread usage of multivitamins as consumers desire greater control over their VMS regimens. Major VMS players should take a close look at ways to offer customised products in a variety of formats and distribution channels in order to optimise the way that they meet their customers’ unique needs,” concluded Kotscha.
1Including multivitamins (products that contain a combination of vitamins in one), and one- and two-letter vitamins (products that contain only one or two specific letter vitamins such as vitamin C tablets)
Better Juice, Ltd., the first foodTech startup to develop innovative technology to reduce all types of sugars in orange juice, and Citrosuco S.A, Brazil, one of the largest orange juice producers worldwide, are teaming up! The new collaboration aims to set up a pilot plant to reduce sugars in orange juice. Citrosuco is providing some of the funding plus technical and operational expertise.
Fruit juices contain vitamins, minerals, and many other beneficial nutrients, but this natural drink comes with three types of sugars. Better Juice’s game-changing enzymatic technology naturally transforms all types of fruit sugars into prebiotic and other non-digestible fibers and sugars.
“Our device use non-GMO microorganisms to convert the sugars, and provides orange juice manufactures a ready opportunity to meet the trends and claims for reduced sugars, all while keeping the juicy flavor of the beverage,” says Eran Blachinsky, PhD, Founder and CEO of Better Juice. “The global orange juices market is valued at dozens of billion US$ with outstanding potential to create better-for-you orange juice beverages.”
“We have been seeking an orange juice sugar reduction technology for some time,” says Alex Marie Schuermans, Product Development and Applications General Manager of Citrosuco. “Better Juice’s solution holds a lot of promise and we are confident that by combining their technology with our know-how, we can accelerate production of the first sugar-reduced orange juice.”
“This collaboration with Citrosuco is a vote of confidence in Better Juice’s leading technology and its capabilities for reducing sugar in orange juice,” notes Blachinsky. “We’re excited to work with this strategic partner and help create juices with low sugar — the latest frontier in sugar reduction.”
“Our proprietary technology can be tuned to reduce between 30 % to 80 % of all the sugars in orange juice,” explains Blachinsky. “Making it easy conform to the minimum 25% reduction required by the FDA, as well as the 30 % reduction required by the EFSA for allowable claims of ‘reduced sugar’ in food and beverage products.”
The startup won the “Most Innovative Technology” award at the 2018 Startup Innovation Challenge at Health ingredients Europe in Frankfurt for its sugar reduction technology, which it developed in conjunction with The Hebrew University in Rehovot, Israel, and The Kitchen Hub incubator, Ashdod, Israel.
Naturally sweet and refreshing nourishment flowing from sustainable trees
Looking to Mother Nature for a more delicious way to nourish and replenish the body, Drink Simple™, from the makers of DRINKmaple™, brings organic plant hydration to U.S. consumers in SIG combidome cartons, the first of its kind in this packaging solution. The composite from which the entire carton pack is made, from the base to the eye-catching yet practical dome, contains around 75 % paper board, which is made from renewable raw wood material.
A healthful beverage alternative
Maple water is naturally nutritious, containing 46 polyphenols, antioxidants, prebiotics, minerals, and electrolytes. With a subtle hint of sweetness, it provides an ideal better-for-you beverage option to traditional soft drinks. The Drink Simple brand captures the pure essence of this liquid goodness at the source, tapping trees at the peak of harvest in order to protect the integrity of the taste and nutrients for consumers to enjoy year round.
Contrary to inclinations of thought associated with maple as the thick, golden-brown indulgent topping for breakfast foods, maple water is thin, clear sap flowing directly from the tree in its natural state. It is 98 % water, and only after processing where the liquid is boiled down does it transform into the familiar sweet syrup. More importantly, it is certainly not maple syrup mixed with water.
This clean, single-ingredient label product is also low calorie, non GMO, naturally alkaline 7.4 PH, and certified organic by Quality Assurance International (QAI). For those with dietary preferences, the beverage offers a gluten-free, dairy-free, vegan, paleo option that has half the sugar of coconut water and more manganese than a cup of kale.
In the process of collecting the sap, no trees are harmed on the farms of which they are grown, ensuring many years of sustainable water supplies. By filling their Original Maple Water variety in SIG’s combidome, the brand is furthering its sustainability endeavors as carton packaging maintains a high content of renewable raw wood material.