Vitamins and Self-Care

SUMMARY

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.

Download the Full Report