More than 75% of U.S. Adults Take Supplements; Millennials Turning to Probiotics

Photo by  Compass Natural

Source: Presence Marketing News, November 2017
Author: Steven Hoffman, Compass Natural Marketing

Multivitamins, Vitamin D and Vitamin C are the most popular dietary supplements among U.S. adults, says a new consumer survey conducted by the Council for Responsible Nutrition and published on October 19. The survey found that overall, 87% of U.S. adults have confidence in the safety, quality and effectiveness of dietary supplements. According to CRN, 76% of U.S. adults use dietary supplements, an increase of 5% over 2016 values.

In related research, Millennials are driving sales in probiotics and functional foods. According to Packaged Facts, Millennials aged 18-34 have relatively higher interest in probiotic foods and beverages compared to Gen Xers and Baby Boomers. Overall, approximately 25% of U.S. adults seek out foods and beverages with high amounts of probiotics or prebiotics, according to Packaged Facts’ 2017 National Consumer Survey.

With the increased focus on their health and wellness potential in recent years, probiotics have emerged as one of the biggest trends today in the food and beverage industry, says Packaged Facts. Products range from the familiar (i.e., yogurt, kefir, kombucha and infant nutrition) to the cutting edge (probiotics in soda, coffee, tea, soups, beer and more).

“Probiotics have emerged as a driving trend in the industry,” said David Sprinkle, Packaged Facts Research Director. “And given the core importance of gut health, this suggests continued potential for growth of probiotic- and prebiotic-containing foods, as consumers continue to learn more about them and next-generation products make their case in the market.”

Packaged Facts’ survey also found even higher interest in probiotics among those who shop for food in the natural channel, which “retains its role as the most significant retail sector for food and nutritional trends,” it said.

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Steven Hoffman is Managing Director of Compass Natural, providing brand marketing, PR, social media, and strategic business development services to natural, organic and sustainable products businesses. Contact

Global Natural Health Supplements Market to Grow at 8 Percent CAGR

Photo:  Pexels

Photo: Pexels

It’s the supplement a day that keeps the doctor away. Or so think the world’s consumers, as people prefer to adopt a healthy lifestyle and preventive healthcare, reports international market research firm Persistence Market Research in a new global market study released in April 2017.

Such interest in staying healthy and avoiding urban lifestyle-related diseases such as diabetes, obesity and high blood pressure will drive an estimated 8 percent CAGR from 2016 – 2024, projects Persistence Market Research. Valued at U.S. $37 billion in 2016, the global natural health supplements market is forecast to reach U.S. $70 billion by 2024.

“Growing adoption of self and direct medical practices is propelling growth of the global natural health supplements market in the coming years. Furthermore, upsurge in demand for natural health supplements among an older population suffering from disorders related to joints and bones is likely to fuel growth of the global natural health supplements market over the coming years,” said Persistence Market Research.

In addition to retail, growing trends of digitalization and e-commerce platforms will significantly boost growth of the global natural health supplements market, the market research firm added.

“People have begun realizing the importance of preventive health measures and therefore are drifting towards choices that decrease the negative effects of such lifestyle diseases,” said Persistence Market Research.

“Natural health supplements act as a healthy alternative to prevent such diseases. This has led to an explosive growth in the market for natural health supplements globally. Moreover, due to the increasing penetration of the Internet, various health magazines and online forums such as and provide vital information to consumers regarding the health benefits associated with the intake of natural health supplements. This has had a positive effect on the global natural health supplements market.”