Formulators and brands must rethink how they approach multivitamins in today’s market.
Multivitamins have become a daily routine for many Americans, with habits like taking a pill in the morning or chewable gummies for children before school. Their popularity surged during World War II, as noted in Catherine Price’s 2015 book ‘Vitamania: Our Obsessive Quest For Nutritional Perfection,’ where the U.S. government promoted them as a tool for victory. Soldiers returned home with this habit, boosting multivitamin use stateside. By 2018, the Council for Responsible Nutrition (CRN) Consumer Survey reported that 75% of U.S. adults take dietary supplements, with 83% of users aged 13 to 34 taking multivitamins—an 8% increase from 2017. Millennials have driven innovation and ‘going-against-the-grain’ products in the global nutrition market. Multivitamins are no longer limited to traditional capsules or soft gels. Adults are increasingly accepting gummies as a primary delivery method. The Nutrition Business Journal’s (NBJ) 2017 Supplement Business Report showed a 14% rise in non-pill forms like gummies, powders, and liquids from 2011 to 2017. Innovation comes in many forms, and companies must think outside the box to succeed in the multivitamin market. If your company has launched an innovative multivitamin, consider the NEXTY Awards at SupplySide West 2019, which recognize innovative and inspirational finished products launched in the U.S. between summer 2018 and July 26, 2019. The NEXTY Awards honor innovation, inspiration, and integrity across 13 product categories, focusing on wellness trends, health solutions, ingredient innovation, packaging, condition management, supply chain transparency, and health impact. Submissions must be made by CPG brands or their representatives, not ingredient suppliers, by the July 26, 2019 deadline. Winners will be announced at SupplySide West in Las Vegas from October 15-19, 2019. For over 20 years, SupplySide has assisted the food, beverage, dietary supplement, animal nutrition, personal care, and cosmetic industries in finding information to innovate and market successful products.
