brands are harnessing a wide menu of functional ingredients. This reflects building consumer interest in botanicals, including adaptogens like reishi mushroom, maca and elderberry. American consumers are purchasing immunity-boosting vitamins and supplements like vitamin C, elderberry and echinacea. Additionally, consumers are investing in the “DIY health” market to support immunity by working out at home, cooking healthy, and staying active.More Americans are seeking mental health support to maintain positive health and immunity. Convergence mediums between wearable devices, nutritional detection and lifestyle monitoring provides a potential opportunity for companies to offer customized subscriptions for multivitamin and nutritional products tailored to the individual. Personalization is expected to be the future of multivitamins. Personalized formulas and supplement combinations based on genetic testing and/or individual health questionnaires will likely drive the market in the near future. Currently, the use of nutrigenomic testing to provide dietary advice and recommendations for dietary supplement use is not ready for routine clinical practice, but it is expected to gain popularity in the near future. Some companies have already started offering basic customized multivitamin packs. Trends related to vitamins, immunity supplements, and healthy lifestyles are here to stay – notes Shilpa Tiku, Chief Research Officer and Partner at Verify Markets.
The coronavirus has undoubtedly changed the world permanently, forcing people to re-evaluate their lifestyle habits. From the food they eat to the way they shop, people are changing their behavior and immunity is at the forefront of their minds. In the United States, consumers are moving towards organic, all-natural products. Consumers are increasingly conscious about processed foods and lack of nutritional value, especially in major cities. Hormones, phases of processing, pesticides, and preservatives in the food supply, are all contributing factors to the perception that multivitamins and dietary supplements are needed for adequate health. If the pandemic has taught us anything, it’s that health is our most valuable commodity. Towards this, food will increasingly become a conduit to health management, and vitamins and supplements are front and center in consumer minds. Consumers are becoming more educated and cognizant of what they are putting in their bodies. Americans view immunity as part of overall wellness and multi-dimensionally including nutrition, physical, mental, emotional and environmental. Alongside age-old immunity helpers like vitamin C, vitamin A, and zinc, The COVID-19 pandemic has forced people to re-evaluate their lifestyle habits
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