Scientific Claims Key to Standing Out in Crowded Supplement Markets – Wellmune ®

Scientific claims can help manufacturers create supplements consumers value, with nearly four in ten more likely to buy products backed by credible data, research has found.

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A report from Kerry, makers of immune health ingredient Wellmune®, notes that consumers of healthy lifestyle products have more choice than ever. It finds that the growing popularity of everyday foods with functional benefits has not diminished the popularity of dietary supplements. In fact, over the past five years global launches of vitamin and supplement products have grown at a CAGR of 13%.

The report also tracks the rise of new formats such as shots and gummies, which are particularly popular with younger consumers. Although gummies’ share of the market has grown by 31% since 2014, the traditional capsule and tablet formats continue to account for the majority of product launches, with 34% and 25% market shares respectively.