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New lucrative business: Personalised vitamins

Even in times of global economic crisis, the supplement market records substantial growth. That is because the market dynamic is grounded in indisputable consumer needs, such as the increased quality of life, healthy ageing, and disease prevention. Now, at the beginning of the 2020s, consumers are not as clueless about their nutritional needs as they used to be, urging manufacturers to shift their focus.

The supplement industry is responsible for this stable market trend, as it has worked hard to draw consumer interest over the last two decades. As a marketing approach, radical advertising methods typically show an instant rise in demand, and oten the best results are achieved through continuously reinforced efforts to raise consumer awareness.

Over the years, persistent media attention has highlighted the role of enhanced nutrition in preventive medicine—giving rise to the sales of vitamins, minerals, and herbal supplements (VMHS) globally. As the market grew saturated with various products, demands shifted in favour of quality and efficacy. 

Today, very few brands are able to get away with creating blunt supplements packed with synthetic ingredients, without in-process quality control and third-party testing. Brands are doing the hard work to deserve their place on the shelf, and looking for the next wave of opportunity. However, the future is reserved for personalised products, and here are the reasons why.  

Defining personalised supplementation

It's often said that every person is a universe of their own, and it's no different when it comes to nutrition. In short, the nutritional needs of one person depend on various criteria: age, gender, body composition, genetics, metabolic rates, lifestyle choices, and medical history. Even suitable dosage amounts can differ from person to person. As an example, consuming high-potency multivitamins for a long time may lead to metabolic saturation and can even result in kidney failure, overdose-related side effects, or drug interaction in some people. 

Personalised supplementation is based on the use of products that resonate with individual nutritional capacities. That means that the declared values on each product differ depending on the consumer's needs. Moreover, one nutritional scheme does not fit all. Adequate intake largely depends on culture and environment. Some demographics are more susceptible to vitamin deficiencies than others, while others have increased mineral intakes of iodine and magnesium, according to their official recommendations.

Making nutrition personalised overcomes common boundaries and increases efficacy to meet long-term nutrition and wellbeing goals. 

Personalised supplements are on the rise

The increase in longevity inspired the rising trends of healthy ageing and disease prevention through nutrition. In 2018, the global supplement market was valued at $82 billion, with an average CAGR of 6%. According to research from 2019 and with manufacturers upping their interest in personalised solutions, the personalised nutrition market reached $5.59 billion in 2018. With a CAGR of 9.3%, it's predicted to rise to $11.35 billion by 2026.bIn other words, personalised supplements are taking over the supplement industry at a significant rate.

Vitamins are always a good choice

Vitamins are essential for basic metabolic functions and lack thereof can lead to a variety of side effects. Although meticulously studied, new functions of vitamins are being discovered every year. No matter how cliche it may seem, vitamins are the bedrock of supplementation. 

While over-the-counter vitamin-based supplements always appear to be in high demand, recommended nutritional values of vitamins found their use in the food industry, thus bringing to life many vitamin-fortified foods and beverages. However, most of these products have standardised compositions, providing the same dosage of vitamins for everyone. Creative and vibrant marketing might drive sales, but does not always satisfy the customer's actual needs—it's time for personalised products. 

A product created for an invidivual person resonates beyond any commercial trick. Improved health is not just a goal—it's both a lifestyle choice and a thriving consumer market. 

Interested in learning more about the functions, sources, and recommended doses of all vitamins? Take a look at this infographic.

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