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Supplement Trends: Declining Multivitamin Use and Other Opportunites

Last updated: February-1,2021

Supplement Trends: Declining Multivitamin Use and Other Opportunites

Multivitamins have been staples of the supplemental nutrition industry for decades. Even in recent years, multivitamins have accounted for a significant portion of yearly supplement sales.

According to the CRN’s annual Supplement Consumer Survey (2015 edition), “Vitamins & Minerals” continued to have the highest consumer usage. Approximately 97% of consumers surveyed reporting taking a vitamin or mineral supplement regularly. Within the “Vitamin & Mineral” category, multivitamins continued to hold their place as a top supplement among consumers (accounting for a whopping 78% of the category’s total).

Despite all the positive data that’s been presented by organizations like CRN, a report that was recently published by JAMA suggests that multivitamin usage has actually been on the decline for (at least) the last 13 years.

The Report: Trends in Dietary Supplement Use Among US Adults From 1999-2012

mvmm_multivitamin_trends_surveyWhile the report did show an increase in usage for certain supplement categories, multivitamin usage dipped from 37% (1999-2000) to 31% (2011-2012).

For the study, the researchers worked with 37,958 adult participants from 1999 to 2012. Over the 14-year period, the participants were surveyed over seven continuous two-year cycles.

It’s important to note that during this same time period overall supplement usage remained the same – hovering around 52%.

From Supplement Trends to Supplement Opportunities

mvmm_multivitamin_trends_opportunities-1 With almost any reputable and well-sourced trend report, there comes the opportunity to leverage the (sometimes) newly found data to the benefit of your customers and your business – this report is no exception!

This report and others like it have also pointed out that there are key segments of the dietary supplement market that continue to experience growth.

From what we've seen and read, here are few of those market segments:

  • Sports Nutrition Supplements
  • Women's Health Supplements
  • Probiotics Supplements
  • Cognitive Health Supplements
  • Joint Support Supplements

Now, what do all of these segments have in common? And in turn, what's one key way that all of these segments differ from MVMM supplements?

Unlike the majority of MVMM supplements, which are intended to support good health in a generalized sort of way, these supplement categories and others like them are all about targeting specific consumer needs.

As we continue to make our way towards 2017, it's our plan to keep a close eye on any supplement opportunity that's built around the idea of "customized" nutrition.

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About the Author:

Melissa DellaBartolomea

Melissa DellaBartolomea was the resident Content Marketing Specialist at NutraScience Labs from February 2016 to July 2018. Driven by a passion for the world of written, visual, and digital media, she's dedicated herself to keeping up with all things nutraceutical. From ingredient insights to the latest in contract manufacturing regulations and trends, her mission is to provide our readers (like you) with the stories and knowledge they need to fuel long-term growth and nutraceutical industry success.