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.

FDA rejects two NDI notifications for CBD products

The US FDA has rejected two New Dietary Ingredient (NDI) notifications for CBD as a dietary supplement. The ingredients submitted by both applicants – Charlotte’s Web and Irwin Naturals – were described as “full-spectrum hemp extracts”. FDA rejected the filings on the basis that CBD is the active ingredient in an approved drug (GW Pharmaceutical’s Epidiolex) and because the companies failed to provide sufficient scientific evidence to substantiate their submissions. In objection letters to Charlotte’s Web and Irwin Naturals, the agency said full-spectrum hemp extracts containing CBD “may not be marketed as or in a dietary supplement”.

According to CRN President & CEO Steve Mister, CBD regulation and mandatory product listing are the most important supplement-related issues pending for the VMS industry on Capitol Hill, as revealed in a recent panel interview organised by Nutrition Industry Executive as part of “Turning Point: Washington and the State of the Natural Products Industry“.

Mister also stated in a recent CRN press release that: “Despite very clear direction from Congress when it removed hemp from the Controlled Substances Act in 2018, FDA seems to have made up its mind not to support CBD in supplements and is now trying to justify it. That’s the only logical conclusion to draw from FDA’s actions – and its continued inaction … CRN has publicly endorsed HR 841, the Hemp and Hemp-Derived CBD Consumer Protection and Market Stabilization Act of 2021 and is actively lobbying Congress to do what FDA has refused to do – create a legal pathway to market CBD as a dietary supplement.”

Source: CHC New Products Tracker

Nicholas Hall commented: It was Lenin who spoke of taking “one step forward, two steps back”. Those of us with a less revolutionary nature aim for a more positive journey, with only the occasional backward glance! But regardless of the number of steps in either direction, the news that the FDA has rejected two important dietary supplement notifications for CBD seems highly retrograde. I fully endorse the view of the Council for Responsible Nutrition, which has denounced the FDA decision and urged Congress to act.

In CRN’s view, the FDA has mischaracterised these products as being the same as prescription CBD drugs and has “ignored, dismissed and downplayed ample evidence” that hemp products can be marketed safely. This seems like a re-run of the FDA’s inability to deal with the whole dietary supplements sector many years ago, which ultimately led to Congress’s stepping in with the all-important DSHEA legislation under which supplements are now regulated with a very light touch.

Review the latest new CBD products with CHC New Products Tracker. This ultimate competitive intelligence tool features 30,000+ launches and innovations, and products graded with a star rating. To set up your free demo, or to find out more, please contact waisan.lee@NicholasHall.com.