N ON F OODS
G H Q
Healthcare as self-care is gaining momentum
as shoppers look to supermarkets for
preventive care and remedies. BY NORA CALEY
WHEN PEOPLE BEGIN TO FEEL ILL, OR WHEN THEY ARE JUST TRYING TO IMPROVE THEIR HEALTH OVERALL, the supermarket might be the first place they visit. After all, today’s grocery stores, their websites and social media are full of information related to wellness. Consumers are turning to these as part of their efforts to take
charge of their own wellness.
According to the 2016 whitepaper, “Next Practices: The Health &
Wellness Consumer, Helping Trading Partners Shape the Future…
Today,” by the Colorado Springs, Colo.-based Global Market
Development Center (GMDC), eight in 10 consumers are using vitamins
and supplements to enhance their wellness, and one in two Americans
are shifting from healthcare to self-care as a result of rising costs.
Retailers are seeing this trend reflected in sales of vitamins and supplements. According to IRI, a Chicago-based market research firm, for
the 52 weeks ending July 16, 2017, sales of vitamins and supplements in
U.S. supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains totaled more than $7.01
billion, up 2.6 percent compared to the same period the previous year.
Unit sales totaled more than 714.8 million, up 0.9 percent compared to
the previous year.
Consumers are spending more on vitamins and supplements to
maintain their health, says Patricia Jones, general manager for Miami
Lakes, Fla.-based Mason Vitamins. “With an increased interest in
healthy lifestyles, consumers continue to expand their consumption of
vitamins and dietary supplements, particularly those targeted at sys-
temic benefits like digestive health, immune system fortification, vital-
ity and longevity.”
These consumers are not only aging baby boomers, but also
Millennials. Jones notes that 73 percent of adults age 25-34 regularly take
vitamin and mineral supplements, compared with 88 percent of adults
aged 65 and older. She adds that products that are designed for specific
conditions are especially appealing, such as turmeric and coconut oil,
used for multiple therapeutic applications. Another growing area is vita-
min and supplement products geared toward women, such as those that
promote beauty from within, relieve menopause symptoms, strengthen
bones or are formulated for pregnancy/prenatal supplementation.
Mason Vitamins recently added Sugar Free Probiotic Gummies,
which have a pectin base, not gelatin, and deliver 2.5 billion colony