Trends & Market needs
Young adults seek natural options.
Natural VMS (Vitamins Minerals Suplements) brands have a strong influence on the purchase behavior of adults aged ca. 18-34, which are more likely than their older counterparts to live a natural lifestyle. Young adults are looking for brands to fit their lifestyle and claims and ingredients that ladder up to being natural are especially impactful with this group.
In fact, younger adults prefer ingredients derived from fruits and vegetables, further supporting their desire for natural VMS products.
BRAND PURCHASE INFLUENCER - NATURAL BRAND, BY AGE, JUNE 2018
Our best answer
Premium quality required
Highly important to consumers are premium quality ingredients.
The VMS (Vitamins Minerals Supplements) market’s strong connection to health is likely driving up quality expectations. When looked at in totality, any type of customized product (age, gender and lifestyle) is important to half of consumers.
Consumers take VMS for specific functional benefits, like to correct nutrient deficiencies, increase energy, beauty benefits, or to boost brain health.