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)

Production of crystalline betaine under a joint venture between AGRANA and The Amalgamated Sugar Company (USA)

The fruit, starch and sugar group AGRANA is constructing a betaine crystallisation plant at its sugar refinery in Tulln (AUT) under a joint venture with US-based Amalgamated Sugar. The official ground-breaking ceremony for this project took place on April 9th. The new plant, entailing the investment of around € 40 million, will take a year to construct.

AGRANA has been processing the sugar beet molasses obtained during the production of sugar at its Tulln site to make liquid betaine since 2015. The new plant, with a production capacity of around 8,500 metric tons of crystalline betaine per year, will make Tulln only the third manufacturing site worldwide where premium-quality, natural crystalline betaine is produced.

“We are looking forward to a successful partnership to produce premium-quality crystalline betaine. Diversification by means of betaine in our Sugar segment is essential to ideally exploit the full potential of sugar beets. This investment in a greater depth of sugar refining is therefore a top priority in the interests of safeguarding competitiveness,” as the CEOs of AGRANA and Amalgamated, Johann Marihart and John McCreedy, both agree.

About betaine
The natural substance betaine, found in sugar beet molasses, is characterised by numerous positive properties and can be used in many applications. Betaine is a methyl donor and has osmoregulatory properties, aids the liver to process fats, and biologically degrades the amino acid homocysteine, which can damage blood vessels when in high concentrations.

Betaine is used not only in food supplements and sport drinks to promote muscle development, but also in livestock rearing as a component in animal feeds. Due to its osmoregulatory properties at a cellular level, betaine is also used in cosmetic products. In tensides and detergent substances (e.g. shampoos and conditioners), betaine acts to stabilise the formation of foam and also conditions and strengthens the hair.