The popular products

According to NielsenIQ data, the biggest categories of vitamins and supplements are general health, digestive supplements, immunity, heart health, beauty, mental performance and sleep aids. And the top products are multi-vitamins (by far), followed by magnesium, vitamin B and vitamin D.

Products doing well for Mason Vitamins are magnesium; products for digestive health; probiotics and prebiotics; colon cleanse; prostate therapy; and ashwagandha, said Tacl. Also popular: products for cognitive health, calm/stress and beauty.

Antioxidants are swinging back into popularity, said Chamberlain, and mood and stress supplementation have continued to be popular since COVID and thanks to social media, she said.

Last year Pharmavite introduced two new products in response to customer demand: Nature Made Advanced Multivitamins, which provide 60% more nutrients than its standard multivitamin gummies; and Zero Sugar Gummies “in response to gaps we identified in the market,” said Rhonda Hoffman, executive vice president, chief growth officer.

But in general, she pointed out, consumers lean toward products that are general or preventative in nature, such as multivitamins and immunity support, though are increasingly seeking focused solutions to meet their unique needs for functions such as mobility, digestion, heart health, sleep and energy support.

Nature’s Way is also seeing a move toward more herbal products in mainstream drug stores. The company has been offering herbal products since 1969 and has more than 300 herbs in its portfolio. “The natural channel has been our core focus but we’re seeing this emergence of younger consumers dabbling in that space,” said Chamberlain. “We are putting more time and attention to this, [and] it’s an area that will continue to expand.” Multiple large retailers have already expressed interest in the herbal set, she said.

A big factor in all of this is personalization, said Chris Czech, senior director of sales, Nature’s Way. Many consumers are looking to avoid prescriptions and want products specific to their needs, he said. This includes products tailored to their life stage, lifestyle and specific needs and wants, added Chamberlain.

Consumers are leaning toward “a tailored, one-ingredient approach, compared to the conventional holistic multi-vitamin solutions,” said Mintel’s report. They’re aiming to care for their own unique health needs and lifestyle choices. “The desire for tailored products is driven by the recognition that individual health goals and nutritional requirements can vary significantly,” the report states.