[VMS Insights] Healthy At Any Age: VMS Trends Across Generations

In the fast-evolving landscape of health and wellness, staying ahead of the curve is key, especially for brands in the Vitamins, Minerals, and Supplements (VMS) sector who must understand the unique needs and trends across different age groups. Our latest edition of VMS Insights delves deep into the age attributes shaping VMS product trends, offering valuable insights for manufacturers, marketers, and consumers alike, as tweens embrace multi-step skincare routines, teenagers turn to TikTok for health advice, and adults increasingly prioritize health span and prevention in a wellness-obsessed culture where 77% of Americans regularly take dietary supplements.​

The AGE attribute is a positioning attribute that reflects what age range a product is intended to be used by. It combines label claims with other label information and design as required.​

Within Vitamins & Supplements, products targeted to Kids bring in the most volume, however, those focused on Teens are leading the charge in growth. But what’s trending in each group and what has staying power?

The children’s segment within VMS is witnessing intriguing shifts. While overall sales may show a decline, certain areas are experiencing rapid growth. Notably, products focusing on mood support are gaining traction, reflecting a growing concern for children’s mental health. Ingredients like magnesium, GABA, and adaptogens are becoming popular additions to kids’ supplements, addressing parents’ worries in an ever-stressful world.

Moreover, the resurgence of powder supplements among kids’ offerings is notable. With concerns over sugar content in gummies and chewables, unflavored powders are emerging as a versatile and effective alternative, allowing parents to customize dosages without compromising taste.

In the teenage demographic, TikTok is revolutionizing how health information is disseminated. With Gen Z turning to the platform for quick remedies and lifestyle advice, brands are leveraging this trend to reach younger audiences effectively. From skincare routines to mental health solutions, TikTok has become a primary source of information for teens.

Supplement-wise, there’s a surge in demand for products catering to anxiety and overall well-being. Ingredients like magnesium and ashwagandha are finding their way into teen-specific formulas, addressing prevalent concerns among this demographic.

For adults, the focus is shifting towards holistic wellness. From energy support to cognitive health, consumers are seeking supplements that offer comprehensive benefits. Unique ingredients like beetroot are gaining prominence, offering a natural solution for energy and cardiovascular support.

Furthermore, the rise of gender-specific products is reshaping the market dynamics. Brands that offer tailored solutions for male and female consumers are witnessing growth, emphasizing the importance of personalized supplementation.

Despite controlling a significant portion of consumer wealth, mature adults remain underserved in terms of product innovation. While the demand for age-specific supplements is evident, there’s a clear gap in product offerings tailored to this demographic.

Addressing this gap presents a substantial opportunity for brands to tap into a lucrative market segment. By focusing on higher nutrient concentrations and age-specific formulations, manufacturers can cater to the unique health needs of mature adults.

Despite controlling a significant portion of consumer wealth, mature adults remain underserved in terms of product innovation. While the demand for age-specific supplements is evident, there’s a clear gap in product offerings tailored to this demographic.

Addressing this gap presents a substantial opportunity for brands to tap into a lucrative market segment. By focusing on higher nutrient concentrations and age-specific formulations, manufacturers can cater to the unique health needs of mature adults.

Vitamins & Supplements brands have an opportunity to play a role in a consumer’s life from infancy to mature adulthood. By leveraging ‘age’ as a label claim, brands can help get their products in more hands and improve health outcomes. When formulating products that resonate with specific age groups, keep in mind:

• Current social media trends
• Emerging research on mental health and other health concerns
• Latest research and consumer sentiment on functional ingredients
• Opportunities to educate shoppers on their unique supplement needs

By acting as a partner throughout the aging process, brands can create shopper loyalty and trust for life.