Vitamin vending machines are a thing, but are they a good thing? Opinions range from bullish to “a bad idea for public health”. Either way, it’s indicative of a shift towards direct-to-consumer distribution which now represents the largest sales channel for multivitamins among others.
The future of vitamins will bring about new forms of delivery (think drones) and continued innovations on delivery format yet to be discovered. Changes in D.C. along with new science could finally put multivitamins in the permitted purchase category for food stamps in the Supplemental Nutrition Assistance Program – providing access for many and increased legitimacy to the industry. Looking further into the future, NBJ expects vitamin sales to surpass $15.0 Billion by 2021 led by the category leader of multi-vitamins.
Those are the bright spots of the future, but the primary hurdle ahead involves the public’s basic misunderstandings about basic micronutrients. For the supplement industry, the most troubling mistaken belief is that a healthy diet can supply all micronutrients when the processed, packaged modern age makes meeting all nutritional needs through a food a full-time job, even for somebody with a degree in nutrition.
Step into the future of supplements with this infographic and take the full leap with the 2017 Supplement Business Report.