Expert Immunity Insights and Consumer Health Trends
A third of US vitamin users have increased their intake since the start of the pandemic
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 vitamin 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%) prioritize 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 $31.52 billion in 2020, growth leveled out in 2022 when sales grew an estimated 4.1% to reach $35.64 billion. Sales are set to grow a further 5% in 2023 when the market is expected to hit an estimated $37.44 billion.