What is the vitamin and supplement trend that has caught our eye lately?
As the COVID-19 pandemic has changed the supplement industry, consumers’ vitamin consumption has changed dramatically.
Much of the shift has been towards supplements that support immunity and stress.
The immunity and vitamin D ship, in my opinion, has already sailed.
But there are other trends and areas of opportunity in the growing vitamin and supplement market.
One of the vitamins and supplements I see is in the vegan space.
Whether you’re a vegan, switching to a vegan diet, curious, or looking to add more plant-based meals to your diet, this market is about to grow.
Interest in veganism hit an all-time high in 2020, according to a global trends report.
The growing awareness of the benefits of following a vegan or plant-based diet is the key factor responsible for the growth of this market.
And it’s not just food.
Research on ‘vegan sneakers’ has almost doubled in the past five years.
Vegan sneakers and other similar products are made without materials of animal origin.
Opportunities for a vegan supplement brand to partner with supplement-free vegan products are growing.
A cross-promotion opportunity through mailing lists is just one obvious thing that comes to my mind.
What’s next in this vitamin and supplement trend?
This trend is really much bigger than vitamins and supplements.
This is all part of the “veganification” meta trend that is happening right now.
In the United States alone, 7.3 million Americans consider themselves vegans or vegetarians.
About 4% of them are millennials.
And about 33% of Canadians have become flexitarians. A flexitarian is someone who has a predominantly vegetarian diet but occasionally eats meat or fish.
The demand for all-vegan products is on the rise.
Beyond shoes, other popular vegan products include dried mushroom, oat milk, and vegan collagen, to name a few.
A meatless diet can be healthy, but vegetarians and especially vegans should make sure they are getting enough vitamin B12, calcium, iron, and zinc.
The Academy of Nutrition and Dietetics warns of the risk of vitamin B12 deficiency in vegetarians and vegans.
Vitamin B12 is found naturally only in animal products.
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