VITAMINS, MINERALS AND HERBAL SUPPLEMENTS PROPEL SELF-CARE IN CPG
The COVID-19 pandemic has created a flourishing demand for self-care products as consumers take their healthcare into their own hands. Vitamins, minerals and supplements have and will continue to play a key role in fulfilling the consumer desire for a healthy, vibrant lifestyle as they await their COVID-19 vaccine.
While just about 13% of U.S. residents have received a vaccine so far, vitamins, minerals and supplements are a trusted and necessary part of consumers’ rituals. More than eight in 10 consumers, according to IRI’s proprietary research, routinely rely on the broad-based vitamin category to bolster their immune systems.
Today, vitamins, minerals and supplements sales have eclipsed $9 billion in IRI’s tracked brick and mortar outlets and adds another nearly $10 billion through e-commerce sales. Momentum is building in supplements and single letter vitamins, with outsized growth in elderberry, zinc and vitamin C, this is expected to continue in the coming year.
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