Vitamins, Minerals and Supplements - US - September 2018
"The pace of growth for the VMS (vitamins, minerals, and supplements) market remains steady, as sales are estimated to increase by 5.1% in 2018, reaching $24.5 billion. Yet consumer emphasis on value and lack of product understanding are a challenge to the category. To best position themselves, category players should emphasize specific product benefits, increase online presence, and target trending health topics to drive growth."
– Marissa Gilbert, Associate Director - Health & Wellness
This report examines the following issues:
Prior experience is the strongest influencer among key consumers
Value-driven young adults are the future of the market
Medical professionals lack engagement in VMS market
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