COVID-19 Changed Consumer Demands

4 Post-Pandemic Vitamin, Mineral & Supplement Consumer Trends

Since the COVID-19 pandemic, consumers have become hyper-aware of immunity and overall well-being, which has led to a boom in the vitamin, mineral and supplement market. Immunity-boosting products, such as vitamin C and vitamin D, have seen a spike in popularity—but it’s more than just immunity concerns that brands need to take into account. 

Here are four trends to consider when developing your health and nutrition marketing strategies.

1. Consumers Have Become More Cost-Conscious

Cost-conscious consumers in the vitamin and supplement space increased during 2020 and the onset of the pandemic—and have since been further propelled by inflation. In the U.S., 57% of consumers consider low prices an important deciding factor when purchasing vitamins, minerals and supplements.

You can appeal to these customers by highlighting the value of your product(s). If you use premium ingredients, why are they worth the higher price tag? Consumers need to know why they are paying more for certain ingredients. Showcase the value of your ingredients by displaying the compelling results they can bring to consumers.

2. Consumers are Looking for Naturally Sourced Ingredients

Know your target audience and their level of interest in ingredient origin. There is a large proportion of consumers that are willing to pay a premium for transparent supply chains and naturally sourced ingredients. For example, when asked what factors are important to consumers when purchasing vitamins, minerals or supplements, consumers said:

  • 40% are looking for all-natural ingredients
  • 21% are looking for organic ingredients
  • 20% are looking for non-GMO ingredients

Additionally, there are consumers looking for sustainable products. Of consumers 18-24 years of age, 26% consider environmental sustainability when choosing their vitamins, minerals and supplements. Meanwhile, only 8% of consumers aged 65+ consider environmental sustainability.

If your ingredients, or overall brand, have a story to tell related to sourcing and sustainability, tell it. Sharing these additional details can draw in consumers with specific needs and interests.

3. Consumers are Shopping Online

Online shopping increased drastically during COVID-19 lockdowns and has continued its popularity in the following years—and the vitamin, mineral and supplement industry is no exception. 

More and more consumers are finding their supplements online, and with that they are exposed to many more options. In fact, the FDA estimates there are over 29,000 different dietary supplements available to U.S. consumers. To reach your target audience and stand out among hundreds—if not thousands—of competing products, it’s critical to know your target demographics and target distribution channels, and know how to best position your brands.

For example, the growing popularity of online storefronts, such as Amazon, exposes consumers to what feels like an endless number of products and affects purchasing decisions. Of consumers that shop for vitamins and supplements, 60% of those consumers buy their products on Amazon, followed by mass merchandisers’ websites (Target, Walmart, etc.) at 36%. Successful brands will know how to best market on their targeted online platforms (photos, item descriptions, reviews, etc.).

4. Consumers are More Aware of Immunity

Lastly, consumers’ intensified interest in immunity is and was a key driver in the growth of the vitamin, mineral and supplement market since COVID-19. In 2022, 58% of Americans listed immune system support as a reason they take vitamins, minerals and supplements.

As a result of consumers’ new-found interest in immunity, manufacturers jumped into the category, making it a cluttered space. Consumers have hundreds of options when it comes to supporting their immune system, and they must choose which brands to trust.

Brands need to be able to cut through the crowded immunity market and formulate supplements that are trustworthy. 

Market the specifics of your ingredients: benefits to brands, results to be seen by the consumer and the science to back it all up. Give clients and consumers everything they need to make an educated decision.

Consumer attitudes towards vitamins, minerals and supplements have evolved since the 2020 COVID-19 pandemic and will continue to shift. It’s crucial for manufacturers and CPG brands to understand trends in the industry in order to best appeal to their target markets.

AT ColinKurtis Advertising, we can help you develop innovative, effective health and nutrition marketing strategies for your vitamin, mineral and supplement ingredients and products. To learn more, contact Mitch Robinson at or call 815-965-6657 EXT. 1.


Blog post from:

Valette Piper-Bledsoe

Valette Piper-Bledsoe
Vice President, Client Services


By | 2023-08-28T23:43:17+00:00 May 1st, 2023|Uncategorized|0 Comments

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