How 2023’s Top 5 Global Trends Impact Your VMS Marketing

The Vitamin, Mineral and Supplement (VMS) industry has taken on a new meaning for consumers in recent years. In general, 87% of adults usually take some type of vitamin, mineral or supplement product.¹ From immunity-boosting benefits to more holistic and personalized products, consumers have a variety of health and wellness lifestyle goals they want to achieve—and this will vary from consumer to consumer. When marketing your product, its ingredient benefits or its relevance to today’s consumer, always make sure you’re tailoring your content to the right audience. Whether you’re looking for inspiration or doing research on the latest trends, check out the top five global trends and how they can influence your next marketing campaign.

1. Generational Growth

Gen Z is taking today’s VMS market by storm, influencing everything from sustainability standards to trending ingredients. Have you considered how this incredible wealth transfer might affect your VMS marketing needs? Gen Z’s purchasing power is roughly $100 billion compared to millennials—who have only $65 billion in total.

Consumer perception is everything. As a VMS manufacturer, it’s vital for your brand’s health to find unique ways to market your trend-forward strategy and highlight the ways in which you can deliver science-backed, innovative products that meet Gen Z’s particular needs that include, but are not limited to:

• Sustainable
• All-natural
• Organic
• Probiotics
• Multi-vitamins
• Digestive support
• Beauty
• Performance
• Balanced nutrition

It’s important to note that both Gen Z and Millennial VMS shoppers are more likely than older generations to use specialized beauty or performance supplements.

2. Simple, Science-backed Messaging

Lifestyle support is crucial, and as consumers do their research to learn more about ingredients than ever before, delivering claims and useful information up front can make all the difference. In fact, due to numerous lawsuits that featured household-trusted names, many consumers may feel uneasy about trying a new product or ingredient.

How can you ease consumers’ fears and gain trust? Start with:

• Providing research to back up your claims
• Being consistent with messaging and design across all platforms, including your website, social media, etc.
• Staying true to your brand values (consumers want to support authentic and honest brands)

3. Flood the Marketspace with Sustainable Solutions

It’s more important than ever that brands highlight their sustainability efforts, especially when it comes to responsible water usage. For example, water issues are at the forefront of consumers’ minds, with concerns about droughts, floors and contaminated tap water all a part of larger climate change and sustainability conversations. 

According to Mintel’s Sustainability Barometer 2022, the percentage of consumers concerned about water shortages in 14 global markets rose to an average of 31% in 2022 from 27% in 2021.² Consumers will resonate with brands who are active water stewards, and those that take these environmental issues seriously enough to find and implement solutions.

4. VMS for Thought

Staying mentally sharp has taken on a new meaning in recent years. With an influx of information and increased demand to stay focused among countless distractions, consumers want VMS products that help them stay sharp for longer.

A few of their top needs include mental health, memory, better sleep and more. For many consumers, a trending product includes nootropics, which are compounds or supplements that enhance cognitive performance. Nootropics can offer powerful cognitive function benefits such as memory, decision-making and creativity that support consumers in achieving their desired lifestyle and performance goals. Some more well-known nootropics include caffeine and L-theanine.

For many unfamiliar ingredients, consumers and brands will need to be educated on the benefits. Thankfully, there are many ways to do this. Consider informative white papers or product brochures as well as smaller bite-sized educational content through social media posts.

5. Beauty from Within

The holistic approach to health and wellness means consumers are realizing the impact of their diets and lifestyles on not only how they feel, but also how they look. With the effects of climate change, pollutants and other harmful toxins in our environment, consumers seek more natural alternatives to prevent the harsh reality of the world on our skin, hair, nails, digestive systems and more. In fact, over 50% of women aged 18-34 seek beauty benefits from their ideal supplement. They are also more likely to seek the support of supplements if their self-care, beauty routines or beauty sleep fall short of their goals.³

It can be difficult for any brand to find their next marketing strategy among the many trends, consumer lifestyle changes and innovation demands. If you’re looking for a reliable partner to support your company’s marketing efforts, contact Mitch Robinson at Mitch@colinkurtis.com or call 815.965.6657 EXT. 1 and discuss your brand’s challenges and how ColinKurtis can be of assistance.

1. The Vitamins, Minerals and Supplements Shopper, US, 2021, Mintel.
2. 2023 Global Food and Beverage Trends, Mintel.
3. Vitamins, Minerals and Supplements Trends: Including Impact of Covid-19, US, September 2020, Mintel.

 

Blog post from:

Valette Piper-Bledsoe
Vice President, Client Services