CRN survey shows sharp rise in US VMS usage in 2021

The Council for Responsible Nutrition has revealed initial findings from its 2021 Consumer Survey on Dietary Supplements, which was fielded by Ipsos in August and involved 3,089 adults aged 18+ years. Vitamin D usage has significantly increased (52% vs 42% in 2020), as has zinc (22% vs 15%) and vitamin C (40% vs 35%); all could be helpful for combatting Covid-19 and boosting overall immunity. Further, 50% of supplement users report a change to their supplement routine since the start of the pandemic; 55% of those indicated that this includes adding new supplements to their existing routine.

ClearCut Analytics Director of Sales Jake Bernstein told attendees of the CRN Annual Conference, where the findings were unveiled, that dietary supplement sales on Amazon have risen by 43% and predicted that 25% of sales will be purchased online by 2024. Ashwagandha and collagen were the Amazon star performers.

Nicholas Hall’s Touchpoints: This important research is another building block in helping us to understand how consumer attitudes have changed during the Covid-19 lockdown. As CRN’s Brian Wommack comments: “With 80% of Americans using supplements, these products are now mainstream and broadly accepted by the public. Just as important, 79% of Americans believe the dietary supplement industry is trustworthy, a jump of 5% from 2020.” This data and these comments will be taken into account in our ongoing evaluation of whether the CHC market is moving back to treatment and reversing the recent trend towards prevention & immunity. 

However this turns out, one clear learning emerges: consumer trends move slowly, accelerated only by mega-happenings such as the recent pandemic. By comparison, fashions in the pharmaceutical industry, including its CHC daughter, are highly volatile. 

Our Innovation in CHC 2021 report assesses 10 major trending ingredients, with a strong focus on VMS. Drawing from CHC New Products Tracker, this report also explores trends in NPD activity by company, reviews the best CHC innovations and much more. For more information or to order your copy, please contact melissa.lee@NicholasHall.com.

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