In a recent research update, it was found that teens and young adults show a shift in focus towards the vitamins, minerals, and supplements (VMS) category post-pandemic. This research update was published in the multinational publishing brand, Nutritional Outlook.
Gen Z (ages 11-26) and Millennials (ages 27-42) in the U.S. are now consuming more vitamins and supplements per week as compared to 2019. Nearly 53% of Gen Z are reportedly taking supplements on a weekly basis compared to just 42% in 2019. However, younger consumers are more price sensitive and lead a lifestyle with an experimental approach with respect to supplements and diet in general.
In the VMS category, older ones are more likely to use supplements as a general dietary improvement strategy. While the younger treat VMS more like medicine and less like food. These differential approaches have pointed out the reasons for taking VMS in these groups, explaining their varying rates of multivitamin consumption. Only 42% of Gen Z and Millennials report taking VMS to ensure they’re getting enough nutrients in general, compared to 59% of Boomers.
Hence in the VMS category, older consumers are more likely to buy products tailored to meet the needs of their age group and lifestyle as a nutritional insurance policy, while younger consumers are keen on buying products that can stand up to their functional claims (around beauty, cognitive function, or digestion).
Source: Sarah Marion. The pandemic brought new consumers to the supplements market. How can companies keep this new audience engaged? Nutritional Outlook. 15 March, 2023.