HEALTH | VITAMINS, MINERALS AND SUPPLEMENTS
Staying Strong The VMS and nutritional products category will remain crucial in the post-pandemic landscape By Nora Caley
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he nutritional category just keeps getting stronger and stronger. More than a year into the COVID19 crisis, it is becoming extremely clear that consumers are still buying products to boost immunity, get better sleep and mitigate the effects of all that sourdough bread. Even as vaccines become widely available, consumers remain eager to buy the vitamins, minerals, supplements and nutritional products that have become part of their new health routines. According to a February report from Chicago-based research firm IRI, consumers are still including VMS in their self-care rituals as they await the vaccine. More than 8
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in 10 consumers routinely rely on the broadbased vitamin category to bolster their immune systems, with sales totaling $9 billion in brick-and-mortar retailers and $10 billion through e-commerce sales. IRI said it expects continued sales momentum in supplements and single letter vitamins, as well as outsized growth in elderberry, zinc and vitamin C in the coming year. Manufacturers said people are remembering what the pandemic taught them about being proactive with their health. And, many vendors are continuing to keep the heat up on the category, with product introductions and marketing support in store and through the media.
“Preventative health measures never go out of style,” said Jason Mitchell, CEO and co-founder of Denver-based HempFusion Wellness. “We anticipate that the significant focus on supporting the immune system will remain top of mind to many consumers, despite COVID vaccine availability.” Mitchell said that one positive result of the pandemic is increased consumer awareness of the importance of a strong immune system. Manufacturers are doing their part to educate consumers, for example, on the connection between gut health and immune health, as 70% of immune system activity resides in the gut. Probulin, the sister company under the HempFusion umbrella, makes digestive
May 2021 DRUGSTORENEWS.COM
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