Vitamins, Minerals and Supplements - US - October 2016

Vitamins, Minerals and Supplements - US - October 2016

"VMS (vitamins, minerals, and supplements) is a trend-driven industry hinging on the latest health fad such as today’s emphasis on digestive health and supplements containing beauty benefits. While its growth has been steady, certain players are faring better than others by meeting consumers’ needs for convenience and fun, in addition to focusing on the product segments they want most. While most consumers use VMS, there are opportunities to increase consumption through better product benefit communication and format innovations."

- Jana Vyleta, Home & Personal Care Analyst

This report discusses the following key topics:

2016 sales see similar growth rate to 2015 
Brands challenged to confirm efficacy
Consumers believe VMS improves health, but don’t know if they’re working