Vitamins in the US

2020 IMPACT

Vitamin C sees explosive growth due to COVID-19

In an unprecedented year thus far in 2020, the COVID-19 pandemic has created heightened concerns among consumers about self-care and preventive health. Consumers have therefore increasingly been demanding vitamins and dietary supplements orientated towards immunity to improve their body’s defence against infection at previously unseen levels.

Multivitamins benefits from growing concerns about preventive health

Like vitamin C, multivitamins has also been experiencing strong growth in 2020 as a result of COVID-19. Although representing the largest product area across vitamins and dietary supplements, multivitamins had been seeing generally flat growth over the last three years as consumers had been opting for more targeted or specific supplements to fill dietary gaps and achieve the desired health benefits.

Vitamin D also seeing dynamic growth against the backdrop of the pandemic

Within the single vitamin space, vitamin D has emerged as a frontrunner alongside vitamin C as a means for consumers to improve their immune systems during the COVID-19 pandemic. Although not typically viewed like vitamin C as the main immune support supplement, vitamin D has gained interest due to its role in strengthening white blood cell activity as well as preliminary studies from Europe showing a correlation between vitamin D deficiency and more severe reactions to COVID-19.

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