Growth Slows In Global Vitamin, Supplement Market, But There Are Bright Spots

The $68 billion global market for vitamins and dietary supplements is growing more slowly these days, though certain product categories and countries report strong sales. The enduring recession, regulatory problems and product saturation in older markets have all contributed to slower overall growth, according to Euromonitor. Nevertheless, certain supplement categories – fish oils, lutein and zeaxanthin, glucosamine and probiotics – report double-digit growth. Buoying the success of these products is strong awareness among aging Baby Boom consumers of the scientific evidence supporting their health benefits. A notable trend is the popularity of combination supplements, such as fish oil blended with CoQ10 or tocotrienols. The $20 billion U.S. market and $8.2 billion Chinese market are posting healthy growth trends, while the No. 2 market, Japan at 15.3 billion, is showing flat growth, due in part to a regulatory clampdown on health claims.