ADM Points to 5 Top Drivers of Supplement Consumers

Multivitamin pills on a clay plate, on a vintage wooden table, with a sprig of mint

ADM has published a report on key trends and insights driving dietary supplement consumers. Some key numbers: The total global supplements market revenue was $76b in 2021, with an anticipated CAGR of 2.4% during 2021-2026.

The report, “The Dietary Supplement Consumer of Tomorrow,” drew data from multiple sources to showcase the importance of supplements:

  • 79% of U.S. consumers say taking supplements is important to their overall health
  • 67% of global nutritional supplement users say they will continue to use nutritional supplements over the next 12 months
  • 49% of all nutritional supplement users say that they would be willing to increase spend on nutritional supplements

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ADM summed up the top five drivers of supplement consumers:

  1. Personalized solutions, drawing in customers who otherwise wouldn’t take to supplements: 59% of global consumers find the idea of nutrition genetic testing appealing.
  2. Flexible, convenient formats, allowing customers to use supplements no matter what their lifestyle is—43% of non-supplement users find it difficult to swallow tablets and capsules, and 39% of global consumers report that easy-to-consume supplements are important.
  3. Values-based credentials, with a clean label and transparency to match: 76% of global supplement users prioritize products that are 100% natural or free from artificial ingredients, looking for products that are both good for them and good for the earth.
  4. Safe and effective, supported by scientific evidence and product claims—product safety claims are important to 50% of global consumers, and clinically demonstrated benefits are important to 73% of global supplement users.
  5. Functional formulas that offer convenience and great taste, without artificial colors or tastes: 58% of global consumers say it’s important for supplements to taste good.

The full report can be viewed here.