With less money to go around these days, people are busy making the most of what they have. In an attempt to ward off major medical expenses, people are trying to stay healthy by purchasing affordable private label vitamins and supplements. In such a scenario, private label vitamins are hitting just the right spot. In fact, vitamins supplements have become a booming choice during recession, thus demonstrating that private label vitamin manufacturing is, indeed, a recession-proof business.
Why are people resorting to vitamins and minerals and what is the impact on the industry? Many supplement manufacturers have reported record high sales during this period of recession. Online vitamin stores, such as Vitamin Shoppe, report a 20 percent rise in the number of new customers from October 2008 to March 2009.
New research developments on Vitamin D over the last two years have helped raise a renewed consumer confidence in vitamins. As a result of awareness and education campaigns launched by the IRI defining the benefits of Vitamin D supplementation and the statistics of Vitamin D deficiency amongst Americans, the sale of vitamins A and D alone grew by 89 percent from the previous year.
In combination with Vitamin D, or Vitamin A combined with beta caretenoids such a lutein and zeaxanthin continue to be popular supplements for eye health.
Vitamin B Complex
The market for B Vitamins is valued at over $1 billion in the United States. This group of vitamins offers a broad spectrum of health benefits for both physical and mental well being. Especially during these days of recession, consumers are purchasing B vitamins that help to relieve stress and anxiety.
Vitamin C has been touted as the megavitamin for decades. In spite of this Vitamin coming under repeated controversy, sales of Vitamin C have continued to remain steady over the years with 2009 proving to be a more promising year.
Vitamin D is considered to be the “rising star” of the vitamin market, as well as the sunshine vitamin. D3 and D2 are the two major forms of Vitamin D. An estimated 40 to 50 percent of adults and about 30 percent of children are estimated to be at risk for Vitamin D deficiency. Clinical evidence suggests that Vitamin D’s strongest role is in supporting bone health. The American Academy of Pediatrics has doubled the recommendation of Vitamin D for children, adolescents, and infants, from 200 IU to 400 IU.
Notably, the importance of Vitamin D supplementation is supported by the FDA which has amended health claim restrictions on Vitamin D supplements by giving health supplement manufacturers the option of making this claim on their labels:
Adequate calcium and Vitamin D throughout life, as part of a well-balanced diet, may reduce the risk of osteoporosis.”
In 2004, Vitamin E sales plummeted 30 percent because of a faulty report that associated Vitamin E with high mortality rates. Over the past 5 years, new research on Vitamin E has corrected the status of Vitamin E. Vitamin E has antioxidant properties and multiple health benefits. As such, supplementation of Vitamin E is considered essential at the Recommended Dietary Allowances. . Natural forms of Vitamin E are more popular than their synthetic counterparts, which are perceived to be less bioavailable. D-Alpha Tocopherol is the most bioactive form of Vitamin E. Vitamin E, in particular, has found its way into many cosmeceuticals, particularly, skin and anti-aging properties.
More than half the U.S. market sales for minerals are dominated by calcium. Calcium provides the best protection for bone density and is needed in large doses. Diet alone may not provide adequate doses of calcium and supplementation is recommended for everyone. Calcium carbonate and calcium citrate have higher potencies when compared to other forms of calcium. With new research suggesting that calcium may reduce the risk for various types of cancers, calcium supplements are highly in demand.
Research and statistics both suggest a higher intake of Vitamin K supplementation to strengthen bone structure and reduce the risk of fractures. These aspects of fat soluble Vitamin K have been well documented in news articles and have helped to spur the sale of Vitamin K.
In 2007, the market for dietary minerals was valued at just under $2 billion. Today, it has well crossed the $2 billion mark. Calcium continues to receive the strongest sales with magnesium, iron, potassium and zinc constituting major-selling minerals. Mineral supplements that are micronized for easier bioavailability and are well tolerated by the digestive attract higher popularity.
Multi-Vitamins – Top Ranking Supplement
Information Resources ranks adult multi-vitamins first among the top ten supplement ingredients. Minerals and essential vitamins can be combined with other nutrients in innumerable varieties to produce a synergistic blend of nutrition that is perceived as a high value product. Consumers are also attracted by convenient delivery systems such as liquid supplements, powders, dissolving strips, chewable tablets, and powdered shakes.
Private Label Vitamins – Booming Market
When it comes to the individual budget crunch, vitamin supplements are quickly proving themselves to be a budget-friendly addition to any good health maintenance program. Up 7 percent from 2007, the Vitamins, Minerals, Herbal & Dietary Supplements reached $23.3 billion in 2008, according to Natural Marketing Institute (NMI). According to Information Resources, the sale of vitamins rose 8 percent in Q4 of 2008 as compared to Q4 of 2007. It is interesting to note that as vitamins and supplement sales rise, the sale of other health related products including pain relievers have fallen below their normal sales.
The market is booming for vitamin supplements—innovative formulas, convenience of use, quality and prices that are budget-friendly produce a winning product. Sales will continue to break records as more people perceive multi-vitamin supplements as a cost-effective way to stay healthy.