Market Updates

Correct nutrition is one of the top concerns for consumers today, but with supplementation needs it’s also the taste, convenience and ease of use that have increasing influence on purchasing decisions. With such demands from discerning consumers, it’s no wonder gummy supplements are flying off the shelves fuelling the growth of the maturing industry, especially in well developed markets.

As gummy supplements become more available and appealing to consumers, market research suggests the category will continue to grow. A report by Transparency Market Research forecast the global market for gummy vitamins will rise at a steady CAGR of 5.2% between 2017 and 2025. It’s expected the market will be worth approximately $4.17 billion by 2025, up from $2.68 billion in 2016.

Mintel’s 2016 VMS Report proved that the consumers are looking for new formats such as gummies and chewables, because they prefer taking supplements in fun and easy ways. A well known phenomenon called ‘pill fatigue’ contributes to the new delivery formats constantly popping up. And while some of them that recently appeared on the market, like beadlet or dual capsules might not last the test of time and turn out to only be a fad, gummies have been on the market for almost a decade now and every year delivers higher market shares for this tasty format.

Adults Love the Gummies Too

Initially developed for kids, gummy supplements, have been by far recognized also by adults as viable alternative for their nutrition needs. Often requiring more nutritional support, older consumers tired with traditional pills, turn to newer formats like gummies, effervescent powders or sprays to fill their nutrition gaps. In fact, adults have made up the larger portion of consumers of gummy supplements compared to kids. In 2017, reported NBJ, adult gummy products accounted for 65% of all gummy supplements.

With a growing, ageing population in the UK inevitably, more and more patients are living with multiple, long-term conditions, many of which need to be treated with medication. It is estimated that almost half of the over-65’s take at least five drugs a day. The research conducted by Cambridge University, revealed the number of patients taking five or more different drugs a day jumped from 12 per cent to 47 per cent over the last 20 years. Some of those who took part in the long-term investigation said they were on up to 23 tablets every day.

For these consumers, innovative delivery formats provide an appreciated departure from their routine, allowing them to have more enjoyable experience than with a tablet. Vitamin gummies, which used to be reserved mainly for kids, now offer a mainstream appeal to adult customers. Many of the patients, who struggle with large pills, including seniors with compromised ability to swallow, appreciate new developments in the category, with products targeting specific needs such as brain or heart support, bone health, hair, skin & nail, prenatal health and many more.

New Category Developments

As the gummy format becomes more pervasive across all consumer categories, specific considerations are taken into account at the product development stage. With advancements in ingredient technologies and manufacturing processes, gummy supplements can now be customized to meet specific consumer preferences. For example sugar free formulations, pectin-based vegan gummies, natural colourings and flavourings make the format even more successful.

Clean label requirements, calling for only natural, GMO-free ingredients, coupled with challenges of flavour masking and distinct manufacturing requirements, make this a tricky format to produce. However, the potential offered by the category is huge, which is why it’s important to find a reliable manufacturer which will be able to satisfy demands of the growingly discerning consumers.

Our Gummy Range

At HTC we exclusively cooperate with Sirio Pharma – one of the world’s biggest nutritional gummy manufacturer, who not only produces a wide range of highest quality gummy products, but also makes sure they beat the competition in terms of texture, flavour and active ingredients’ concentrations.

Currently in our standard offer we have the following lines available from UK stock:

• Sugar-free Children’s Multivitamin Gummy for General Well-being & Immunity
• Adult Multivitamin & Minerals Gummy for General Wellbeing & Everyday Health
• Multivitamin & Omega 3,6 & 9 Gummy for Cognitive and Heart Health Support
• Calcium & Vitamin D3 Gummy for Bone Support and Healthy Teeth

Each gummy in our range is carefully formulated to provide key nutrients for overall health and vitality. They are packaged in unlabelled clear bottles with white lids, ready for you to label and sell. Each fully recyclable PET bottle contains 30 gummies. Click here to find out more about our gummy range.

If you feel our nutritional gummies might be the right product to boost your portfolio, please do not hesitate to email us at sales@htc.co.uk or call +44 1923 652529. We’ll be happy to give you more info about the new range and available options. Ask for an online brochure, product specifications or an instant, free, no-obligation quote.

February Gummy Sale

To encourage our customers to trial this innovative supplement format, this month all four of our bottled nutritional gummy lines are available with up to 25% discount! Ask our sales team for more details!

And for those of our customers interested in offering gummies in their own bespoke packaging, we have an even more spectacular offer! Our delicious orange flavoured Multivitamin & Omega 3 bulk gummies are now available at a very attractive price of £27.00/1,000 with the MOQ of just 3,000 gummies! Offer is valid till the end of February and only while stock lasts!

The results of the annual survey commissioned by the US Council for Responsible Nutrition, reaffirm trust and confidence in industry, reveal modern trends and habits of American consumers. As consumer needs evolve, dietary supplement use remains strong.

US market often leads the way when it comes to VMS category development with product innovation and consumer trends that can often be later observed in European markets. Results of the 2018 survey revealed emerging trends in both consumer behavior and product demand, which are worth looking at, as they might be of significant importance for our local market in the upcoming months.

VMS consumer profile

The majority of U.S. adults—87 percent—have overall confidence in the safety, quality, and effectiveness of dietary supplements, consistent with last year’s data and up from 84 percent in 2009. Additionally, the 2018 survey found that 78 percent of Americans perceive the dietary supplement industry as being trustworthy.

“Three-quarters of Americans take dietary supplements, and the steady increase in use observed over recent years speaks to society’s shift toward a more holistic, personalized approach to healthcare.” said Brian Wommack, senior vice president, communications, CRN.

The CRN survey has also confirmed that dietary supplement users are more likely to have healthy habits and lead overall healthy lifestyles. They are far more likely to exercise
regularly, eat a balanced diet, maintain healthy weight, visit doctors or abstain from using tobacco, in comparison to non-users.

According to the 2018 survey, 78 percent of U.S. adults aged 55+ take dietary supplements, followed by those aged 35–54 (77 percent) and 18–34 (69 percent).

Emerging product trends

While vitamin/mineral supplements remain the most popular category among supplement users (98 percent), the overall use of herbals/botanicals has significantly increased in the past five years. In 2018, 41 percent of supplement users reported they had taken herbals/botanicals in the past twelve months—up 13 percentage points from 2013. Within that category, the 2018 data reflect the emergence of one of industry’s rising stars: turmeric.

Among the youngest demographic Multivitamin remains the most popular supplement with 83% of the users in this age group taking it daily, when it comes to reasons for taking dietary supplements, the young adults most often cite energy (37%). The middle age group is most keen on botanicals (42%) and the key need for them is to support their immunity. Vitamin D is the most popular supplement with the seniors (46%) with bone health being their main concern.

Data shown is from the 2018 CRN Consumer Survey on Dietary Supplements, conducted in August 2018 on a national sample of 2,004 adults by Ipsos Public Affairs and funded by CRN. The survey has been conducted annually since 2000. Source: Council for Responsible Nutrition (CRN) More information: www.crnusa.org/survey

As the nation struggles through the gloomy Winter days, the sales of Vitamin D have risen and for the first time “the sunshine drug” has topped the top selling single vitamins chart.

In their latest report, Mintel retail analysts said 56 per cent of those who use supplements take a multivitamin. Of those who take a single supplement, 33 per cent take vitamin D, 27 per cent vitamin C, 15 per cent vitamin B, 12 per cent vitamin A and 10 per cent vitamin E.

Mintel found that vitamin D usage has ticked upwards for all age groups, but the biggest change was among those aged 35-54 with a rise from 22 per cent to 35 per cent.

Vitamin D is important for keeping bones, teeth and muscles healthy. It is also said to ease depression, help reduce inflammation, ward off viruses and even halve the risk of severe asthma attacks. Worryingly, a lack of vitamin D has been associated with a return in rickets among children.

Anita Winther, Research Analyst at Mintel, said: “The ongoing focus on health, both among consumers and in the public debate, is seeing people take a more proactive approach towards their wellbeing. The interest in health is expected to be a major driver for vitamin, minerals and supplements sales, while the ageing population should continue to drive growth in the over-50s segment. Vitamin D has proved to be a star performer in the sector, with its health benefits during the winter months continuing to be a popular topic. This will have undoubtedly helped boost usage, raising its profile among Brits.”

In addition to emerging positive research results, highlighting the benefits of this famous nutrient, and popular social campaigns such as Vitamin D Awareness Week,, it’s also the advice coming from medical experts that might have boosted the sales. The NHS says Britons do not get enough vitamin D from sunlight between October and early March and encourages people who do not get enough of this nutrient from diet to supplement its intake during the Autumn and Winter months.

At HTC we provide a wide selection of single vitamins and minerals, including various strength and formats of Vitamin C and Vitamin D. For more information or a free instant quote, please contact our sales team on 01923 652529 or email sales@htc.co.uk.

2018 saw many exciting trends emerge within the health supplement market and we expect these to continue to grow and succeed in 2019. Based on the current movements in the industry there are certain products that we expect to notice significant rise in popularity, so read on if you’re curious to find out what we’ve identified to become the next big thing in the VMS market.

Before we delve into the predictions for the next 12 months, here is a look over a few of the popular products that topped the bestsellers’ charts in 2018.

Big sellers of 2018

Vegan sources of Omega 3

Omega-3 fish oil has always been a prevalent choice but it needed an update and this would come in the form of vegan or vegetarian sourced products. One of the more popular fatty acids on the market today is the vegan Omega-3 which in previous years was more commonly found in fish oil. This was noticeable in 2018 and an increase in flaxseed oil and Vegetarian friendly Omega-3 sales was a catalyst from the increase of vegetarians and vegans.

Turmeric and herbal remedies

With Turmeric becoming a popular dried spice it also has taken the supplement market by storm. Its most active ingredient curcumin provides many benefits such as strong antioxidant and anti-inflammatory properties. We expect its popularity to continue into 2019 as well on-going research to support its benefits.

Collagen

Taking good care of your skin and reducing aging will always be a worry with consumers. 2018 saw a rise in the male market paying more attention to this. Although most products purchased were made for females we saw a small rise in male skincare. Collagen was the hot topic for 2018 with various drinks, shakes and tablets coming to the market and proving to be popular as well as successful.

Top picks for 2019

With 2019 taking a good start, we expect the products that became popular in 2018 to strengthen their position with more companies joining in the growing supply base. However, it’s also clear that there are few products and trends that only just started to emerge over the last year and we expect them to fully bloom in the coming months. Here are HTC’s predictions for the year ahead.

Digestive health

With most consumers having some sort of complaint about gut health, whether it is as small as bloating or as severe as IBS, and with more research surfacing on a regular basis about remedies and supplements that can help, it appears that particular supplements are taking the lime light. This continued interest in gut health leads to a surge in the market for prebiotics and probiotics. Prebiotics are a special form of dietary fibre that helps Probiotics to survive and get maximum health benefits from, so the two come hand in hand.

2019 might also see a real surge in popularity of fibre itself. Innova Market Insights recently revealed that 33% of the UK consumers have increased their fibre consumption, with the majority doing so to improve their digestive health. Also, there’s been a 55% increase in fibre being added to sports nutrition products over the last five years. As research continues to reveal deeper insights into the influence of fibre and the gut microbiome on health, the future of digestive aid segment seems very promising.

Vegan lifestyle

Over 2018 we have seen a sharp increase in the number of people who are choosing veganism as a lifestyle. With fitness and wellbeing at the forefront of most people’s mind these two certainly come hand in hand. In 2019 we are expected to see a huge rise in plant based protein and a lot of innovation in terms of delivery formats. With consumers more aware of what they are putting into their bodies they want to make sure they are achieving their RDAs and in some cases getting more to support muscle repair after exercise.

With major retailers catering already to the growing vegan community, it’s important to notice that the demand for vitamins and minerals which vegan diet are typically quite deficient in, will be increasing as well. Ingredients well complimenting vegan diets, such as Vitamin B12 or Iron, might see increases in sales.

Blurring of the lines

Than changes we observe in the food, health and cosmetic space are increasingly blurring the lines between what traditionally was seen as separate markets. Ingredients that have previously been seen as big stars in supplement segment are now making a big impact on products from food and beverage category as well as cosmetics. With the functional foods and fortified drinks segment already noticing huge growth over the last few years, the new delivery formats being introduced to the market soften the boundaries between categories even further.

Also on the trend of category interpenetration, ‘Beauty Vitamins’ are set to take off in 2019. The idea that supplements become a part of the everyday beauty regime rather than being taken to fight deficiencies is increasing in popularity. The self-care and beauty from within trend, firmly highlighted by popularity of Collagen in the last year, will continue to grow, attracting new consumers.

Senior nutrition

The over-60s segment is growing and so are the marketing opportunities for health supplements and sports nutrition directed to this audience. By 2020, a quarter of Europeans will be over 60, according to the European Commission. This age group is much more digitally savvy and interested in staying fit than the previous generation had been at that age, which might influence the supplement market quite significantly, creating demand for products formulated with this particular demographic in mind.

CBD

CBD – One of the hottest words of the past months, we predict 2019 might see more of various CBD formats entering the shelves of health product retailers. Sometimes disguised as “hemp oil” to shake off the marijuana link, CBD supplements are one of the fastest-growing areas of the nutrition industry. Often confused with medicinal cannabies oils, CBD oils are derived from the specially bred cannabis strain, also known as hemp, that naturally contain less than the regulatory level of 0.2% of THC, so can be legally sold as food supplements in the UK without any additional restrictions. Many reports are now firmly placing cannabis extracts and oils as one of the health revolutions of the year.

If you’re interested in discussing any of the products mentioned in the article, don’t hesitate to get in touch – our team will be delighted to give you more information on the emerging trends and how you can benefit from tapping into these growing opportunities.

To commemorate the founding of Vegan Society in November 1944, this month has been marked as World Vegan Month, with its significance growing to be internationally recognised. People around the world choose to mark this occasion in an array of different ways, promoting vegan lifestyle or encouraging others to take up vegan challenges.

World Vegan Month is celebrated around the world as a time to recognise how far the vegan movement has come, to highlight how accessible and beneficial a vegan lifestyle can be and to encourage the vegan-curious to adopt veganism by sharing advice, recipes and ideas.

To make this year’s celebrations even more special, Vegan Society decided to launch a brand new App called VeGuide, that is supposed to make the transition into vegan lifestyle easier than ever. You can download the app here.

Throughout November there will be a number of celebratory events taking place. Here is where you will find any upcoming World Vegan Month events. 

We couldn’t think of a better way to join the initiative, other than offering our customers a very attractive price on one of our bestselling vegan lines of health supplements – Turmeric capsules. Only in November this latest phenomenon that’s taking health supplements’ world by storm is available at £14.99/1,000. Only whilst stock lasts! Click here to find out more about the Special Offer.

If you’re interested in catering to the customers opting for meat-free lifestyle and want to tap into this lucrative and constantly growing market, browse our full veggie product range, by clicking here. For more information on any of our vegan lines or for a free instant quote, please contact our sales team now on 01923 652529 or email sales@htc.co.uk.

Vitamin D Awareness Week is a major public awareness campaign that takes place from 22nd till 29th October. It was designed to raise the nation’s understanding of the health issues associated with declining levels of vitamin D and remind everyone about the serious consequences Vitamin D deficiency can have for both children and adults alike. According to NICE statistics, Vitamin D deficiency affects over 10 million people in the UK alone, with 1 in 6 adults and 1 in 5 children suffering from this easily resolvable pandemic.

In September we looked at the latest research available for this invaluable nutrient in our Product of the Month series, as we believe, early Autumn is the best time for our customers to stock up on Vitamin D health supplements, with the short winter days and limited exposure to sun ahead of us. Click here to read to whole feature.

The ‘Awareness Week” campaign does a marvelous job informing the public about all the major symptoms of Vitamin D deficiency and helps identify the need of supplementation. It reminds people that tiredness & fatigue, bone & health problems, seasonal affective disorder, frequent colds or even low mood, can all be associated with inadequate levels of this crucial Vitamin.

Vitamin D deficiency can be fought in different ways, such as the right diet or more frequent sun exposure, however it’s the food supplementation that remains the one most highly recommended. Since last year, the government now recommends taking a daily vitamin D supplement to protect bone and muscle health during autumn and winter, broadening the advice to everyone, not just reserving it for the Department of Health’s ‘at-risk’ groups, such as individuals over 65, infants or pregnant & breastfeeding women.

At HTC we offer a selection of wholesale Vitamin D supplements ranging from 1,000iu tablets to super strong 5,000iu softgels, as well as Calcium and Vitamin D3 gummies. For more information on any of our vitamins or for a free instant quote, please contact our sales team now on 01923 652529 or email sales@htc.co.uk.