The COVID-19 pandemic led consumers to be increasingly aware of their health and wellness, with particular focus on their immune health. This heightened anxiety around immunity during the pandemic, along with an increased appetite for preventive healthcare, drove consumers to seek natural supplements and remedies to bolster their immune health.
Opportunities for personalisation within vitamins are expected to continue to grow over the forecast period, with the Australian market still in its infancy in terms of innovation and investment in technologies that allow players to better address the individual needs of consumers. The use of health questionnaires and lifestyle goals offered by subscription services is only the first step towards products and services that can offer true personalisation.
Format innovation is expected to continue to drive new product development over the forecast period, as category players seek to overcome pill fatigue and grow the consumer base. Novel sensorial formats such as gummies, chewables, capsules, liquids, and many more are driving consumption amongst younger consumers, with easier delivery formats allowing these consumers to meet their supplement needs.
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Vitamins
This report originates from Passport, our Vitamins research and analysis database.
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