Dr. D.Y.

Patil Vidyapeeth’s
CENTRE FOR ONLINE LEARNING,
Sant Tukaram Nagar, Pune.

CERTIFICATE

This is to certify that Mr. Siddharth Raju Shah

PRN - 2205021961

Is working at Aeronutrix Sports Products Pvt Ltd

starting from 2nd Jan 2023 till date.

His project work was a part of the MBA (ONLINE LEARNING)

The project is on "Exploring the impact of nutritional supplements on market trends,

consumer behavior, and industry dynamics"

Which includes research as well as industry practices. He was very sincere and
committed in all tasks.

Course Coordinator

_________________

Date -

1
 COMPANY LETTER

(TO BE PROVIDED BY THE COMPANY WHERE THE PROJECT WILL BE

CARRIED OUT)

To whomsoever it may concern

This is to certify that Mr. Siddharth Raju Shah

PRN - 2205021961

Is working at Aeronutrix Sports Products Pvt Ltd

starting from 2nd Jan 2023 till date.

His project work was a part of the MBA (ONLINE LEARNING)

The project is on “Exploring the impact of nutritional supplements on market trends,

consumer behavior, and industry dynamics"

Which includes research as well as industry practices. He was very sincere and
committed in all tasks.

Signature & Seal of Industry Guide

2
 DECLARATION BY LEARNER

This is to declare that I have carried out this project work myself in part fulfillment of
the M.B.A Program of Centre for Online Learning of Dr. D.Y. Patil Vidyapeeth’s,
Pune – 411018

The work is original, has not been copied from anywhere else, and has not been
submitted to any other University / Institute for an award of any degree / diploma.

Date: - Signature: -

Place: Name:

3
 ACKNOWLEDGEMENT

(TO BE GIVEN BY THE LEARNER)

4
 Table of content

Sr. No. Item Page No

1 Executive Summary 7

2 Chapter 1: Introduction 10

& Objective, Scope and Purpose of

Study

3 Chapter 2: Literature Review 16

4 Chapter 3: Research methodology 23

5 Chapter 4: Data Analysis 53

6 Chapter 5: Findings, suggestions, 58

recommendation

7 Chapter 6: Conclusion 69

8 Bibliography (Books, Journals, research 73

work)

9 Reference (Website, company paper) 76

10 Annexure (A to C)

11 A- Questionnaire 79

12 B- Scope for future study 84

13 C- Photograph and Drawings 88

5
EXECUTIVE SUMMARY

6
In an era marked by heightened awareness of health and wellness, the nutritional
supplements industry has witnessed unprecedented growth. This project seeks to
delve into the multifaceted impact of nutritional supplements on market trends,
consumer behavior, and industry dynamics. As a working employee of a health and
personal care company name “Aeronutrix Sports Products Pvt Ltd” Our job is to
deliver the quality products to our customer and make sure the trust of customers stay
alive on this industry.

OBJECTIVE:

The primary objective of this research is to comprehensively analyze the influence of

nutritional supplements on various aspects of the market, including emerging trends,
evolving consumer preferences, and the overall dynamics of the industry.

SCOPE OF THE STUDY:

This project will span a diverse range of nutritional supplements, encompassing

vitamins, minerals, herbal extracts, protein supplements, and more. The study will
explore both global and regional markets, considering variations in consumer
behavior influenced by cultural, economic, and demographic factors.

METHODOLOGY:

The research will employ a combination of quantitative and qualitative methods.

Market data and consumer trends will be gathered through existing surveys,
interviews, and analysis of existing literature. Industry experts, consumers, and key
market players will be consulted to provide a well-rounded perspective.

KEY FOCUS AREAS:

7
Market Trends: Investigating current and emerging trends within the nutritional
supplements industry, with a focus on product innovation, market segmentation, and
technological advancements.

Consumer Behavior: Analyzing the driving forces behind consumer choices in the
nutritional supplements market. This includes understanding factors such as health
consciousness, lifestyle changes, and the influence of social media on purchasing
decisions.

Industry Dynamics: Examining the overall dynamics of the nutritional supplements

industry, including competitive landscapes, regulatory influences, and potential
disruptions. The study aims to provide insights into the factors shaping the industry's
growth trajectory.

EXPECTED OUTCOMES:

The project anticipates uncovering valuable insights that can benefit various
stakeholders, including businesses operating in the nutritional supplements sector,
policymakers, and investors. The findings are expected to guide strategic decision-
making, product development, and marketing strategies.

SIGNIFICANCE OF THE STUDY:

Understanding the impact of nutritional supplements on market trends, consumer

behavior, and industry dynamics is crucial for businesses aiming to thrive in this
rapidly evolving sector. Additionally, the insights gained from this research can
contribute to the development of evidence-based policies and regulations, fostering a
healthier and more informed consumer base.

In conclusion, this project aspires to contribute a nuanced understanding of the

intricate relationships between nutritional supplements, market dynamics, and

8
consumer behavior. By shedding light on these interconnections, the research aims to
provide actionable insights that can drive positive changes within the industry.

9
 CHAPTER ONE-

INTRODUCTION & OBJECTIVE, SCOPE AND PURPOSE OF STUDY

10
INTRODUCTION TO THE TOPIC.

As a country which has a very high proportion of young and productive

population, we definitely value our people as the greatest investment for our country
future with personal hygiene and cleanliness, nutrition has been given highest priority
as nutrition, food safety and hygiene are all interrelated.

In the light of the changing food scenario and lifestyles, dietary patterns are also
continuously undergoing changes.

In an era characterized by a growing consciousness towards health and

wellness, the global market for nutritional supplements has witnessed an
unprecedented surge. As individuals increasingly seek to optimize their well-being,
nutritional supplements have emerged as a pivotal player in shaping market trends,
influencing consumer behavior, and redefining the dynamics of the health and
wellness industry. This project sets out to delve into the intricate interplay between
nutritional supplements and the broader market landscape, unraveling the multifaceted
impact that these supplements wield on consumer choices and industry dynamics

OBJECTIVE

The objective of this project is to comprehensively explore and analyze the impact of
nutritional supplements on market trends, consumer behavior, and industry dynamics.
Through rigorous research and data-driven insights, the aim is to gain a deep
understanding of how the consumption and demand for nutritional supplements are
influencing the broader market landscape, shaping consumer preferences, and driving
changes in industry dynamics. This investigation will provide valuable insights for
businesses, policymakers, and stakeholders, enabling them to make informed
decisions in the rapidly evolving nutritional supplements sector.

11
SCOPE OF THE STUDY

This study aims to provide valuable insights into the evolving landscape of the
nutritional supplements industry by analyzing its influence on market trends,
consumer behavior, and industry dynamics. The key components of the scope are
outlined below:

 Market Trends Analysis:

Evaluate current and emerging trends within the nutritional supplements market.

Identify factors driving market growth, including technological advancements,

consumer preferences, and regulatory changes.

Examine the competitive landscape and market forces shaping the industry.

 Consumer Behavior Exploration:

Investigate the factors influencing consumers' decisions to use nutritional

supplements.

Analyze consumer perceptions, attitudes, and awareness regarding nutritional

supplements.

Explore the impact of marketing strategies and information sources on consumer

choices.

 Industry Dynamics Assessment:

Examine the regulatory environment governing the nutritional supplements industry.

Investigate the role of key stakeholders, including manufacturers, retailers, and

regulatory bodies.

Assess challenges and opportunities affecting the industry's overall dynamics.

12
  Geographical and Demographic Considerations:

Explore regional variations in the consumption and demand for nutritional

supplements.

Analyze how demographic factors, such as age, gender, and socioeconomic status,
influence consumer behavior and market trends.

 Product Innovation and Development:

Investigate ongoing research and development initiatives in the nutritional

supplements sector.

Assess the impact of product innovation on market trends and consumer preferences.

 Market Forecasting:

Provide a forward-looking analysis of potential future developments in the nutritional

supplements market.

Offer insights into anticipated changes in consumer behavior and industry dynamics.

 Limitations and Constraints:

Acknowledge potential limitations of the study, such as data constraints, time

limitations, and the dynamic nature of the industry.

Clearly define the boundaries within which the study will be conducted.

By addressing these key components, the study aims to contribute a nuanced

understanding of the impact of nutritional supplements on market trends, consumer
behavior, and industry dynamics, thereby providing valuable insights for industry
stakeholders, policymakers, and researchers.

13
PURPOSE OF THE STUDY

The purpose of this study is to comprehensively explore and analyze the impact of
nutritional supplements on market trends, consumer behavior, and industry dynamics.
As the nutritional supplement industry continues to experience rapid growth and
evolution, understanding the multifaceted effects on various aspects becomes
imperative for both scholars and industry practitioners.

The primary aim of this research is to investigate the market trends associated with
nutritional supplements, discerning patterns in terms of product preferences, emerging
segments, and overall market dynamics. By delving into these trends, we seek to
identify key factors influencing the demand for nutritional supplements, providing
insights into market drivers and potential areas of growth.

Consumer behavior plays a pivotal role in shaping the nutritional supplement

landscape. This study aims to analyze how consumer preferences, attitudes, and
perceptions influence their choices regarding nutritional supplements. By examining
consumer behavior, we aim to uncover the motivations behind supplement usage,
factors influencing brand loyalty, and the impact of marketing strategies on consumer
decision-making.

Furthermore, the study intends to assess the broader industry dynamics influenced by
the presence and evolution of nutritional supplements. This includes examining the
competitive landscape, regulatory environment, and the influence of technological
advancements on product development and marketing strategies within the industry.

14
In summary, this research project seeks to contribute valuable insights into the
intricate interplay between nutritional supplements, market trends, consumer
behavior, and industry dynamics. The findings of this study will not only enrich the
academic understanding of this evolving field but also provide practical implications
for industry stakeholders to make informed decisions and formulate effective
strategies in response to the dynamic landscape of the nutritional supplement market.

15
 CHAPTER TWO-

LITERATURE REVIEW

16
"Vitamins and Dietary Supplement Market" Research Report 2023 includes detailed
market segmentation based on Regions, Applications (Men, Women, Pregnant
woman, Elderly, Other), and Types (Vitamins, Minerals, Other). The report presents
the research and analysis provided within the Vitamins and Dietary Supplement
Market Research is meant to benefit stakeholders, vendors, and other participants in
the industry. This report is of 111 Pages long. The Vitamins and Dietary Supplement
market is expected to grow annually by magnificent (CAGR 2023 - 2030).

Who is the largest manufacturers of Vitamins and Dietary Supplement Market

worldwide?

1. Amway
2. INFINITUS
3. Herbalife Nutrition
4. DEEJ
5. Usana
6. Blackmores
7. PERFECT (CHINA)
8. Swisse
9. China New Era Group
10. By-health
11. Suntory
12. Pfizer
13. Beijing Tong Ren Tang
14. Shanghai Pharma
15. TIENS
16. GNC
17. Real Nutriceutical
18. Southernature

Short Description About Vitamins and Dietary Supplement Market:

17
The Global Vitamins and Dietary Supplement market is anticipated to rise at a
considerable rate during the forecast period, between 2023 and 2030. In 2022, the
market is growing at a steady rate and with the rising adoption of strategies by key
players, the market is expected to rise over the projected horizon.

A dietary supplement is a manufactured product intended to supplement the diet when

taken by mouth as a pill, capsule, tablet, or liquid. A supplement can provide nutrients
either extracted from food sources or synthetic, individually or in combination, in
order to increase the quantity of their consumption. The class of nutrient compounds
includes vitamins, minerals, fiber, fatty acids and amino acids. Dietary supplements
can also contain substances that have not been confirmed as being essential to life, but
are marketed as having a beneficial biological effect, such as plant pigments or
polyphenols.

Market Analysis and Insights: Global Vitamins and Dietary Supplement Market

Due to the COVID-19 pandemic, the global Vitamins and Dietary Supplement market
size is estimated to be worth USD million in 2022 and is forecast to a readjusted size
of USD million by 2028 with a CAGR of Percent during the review period. Fully
considering the economic change by this health crisis, Vitamins accounting for
Percent of the Vitamins and Dietary Supplement global market in 2021, is projected
to value USD million by 2028, growing at a revised Percent CAGR in the post-
COVID-19 period. While Men segment is altered to an Percent CAGR throughout
this forecast period.

China Vitamins and Dietary Supplement market size is valued at USD million in
2021, while the US and Europe Vitamins and Dietary Supplement are USD million
and USD million, severally. The proportion of the US is Percent in 2021, while China
and Europe are Percent and Percent respectively, and it is predicted that China
proportion will reach Percent in 2028, trailing a CAGR of Percent through the
analysis period. Japan, South Korea, and Southeast Asia are noteworthy markets in
Asia, with CAGR Percent, Percent, and Percent respectively for the next 6-year
period. As for the Europe Vitamins and Dietary Supplement landscape, Germany is
projected to reach USD million by 2028 trailing a CAGR of Percent over the forecast
period.

18
The global key manufacturers of Vitamins and Dietary Supplement include Amway,
INFINITUS, Herbalife Nutrition, DEEJ, Usana, Blackmores, PERFECT (CHINA),
Swisse and China New Era Group, etc. In 2021, the global top five players have a
share approximately Percent in terms of revenue.

Global Vitamins and Dietary Supplement Scope and Segment

Vitamins and Dietary Supplement market is segmented by Type and by Application.

Players, stakeholders, and other participants in the global Vitamins and Dietary
Supplement market will be able to gain the upper hand as they use the report as a
powerful resource. The segmental analysis focuses on sales, revenue and forecast by
Type and by Application for the period 2017-2028.

What are the factors driving the growth of the Vitamins and Dietary Supplement
Market?

Growing demand for below applications around the world has had a direct impact on
the growth of the Vitamins and Dietary Supplement

 Men
 Women
 Pregnant woman
 Elderly
 Other

What are the types of Vitamins and Dietary Supplement available in the Market?

19
Based on Product Types the Market is categorized into Below types that held the
largest Vitamins and Dietary Supplement market share In 2023.

 Vitamins
 Minerals
 Other

Which regions are leading the Vitamins and Dietary Supplement Market?

 North America (United States, Canada and Mexico)

 Europe (Germany, UK, France, Italy, Russia and Turkey etc.)
 Asia-Pacific (China, Japan, Korea, India, Australia, Indonesia, Thailand,
Philippines, Malaysia and Vietnam)
 South America (Brazil, Argentina, Columbia etc.)
 Middle East and Africa (Saudi Arabia, UAE, Egypt, Nigeria and South Africa)

 This Vitamins and Dietary Supplement Market Research/Analysis Report

Contains Answers to your following Questions
 What are the global trends in the Vitamins and Dietary Supplement market?
Would the market witness an increase or decline in the demand in the coming
years?
 What is the estimated demand for different types of products in Vitamins and
Dietary Supplement? What are the upcoming industry applications and trends
for Vitamins and Dietary Supplement market?
 What Are Projections of Global Vitamins and Dietary Supplement Industry
Considering Capacity, Production and Production Value? What Will Be the
Estimation of Cost and Profit? What Will Be Market Share, Supply and
Consumption? What about Import and Export?
 Where will the strategic developments take the industry in the mid to long-
term?

20
  What are the factors contributing to the final price of Vitamins and Dietary
Supplement? What are the raw materials used for Vitamins and Dietary
Supplement manufacturing?
 How big is the opportunity for the Vitamins and Dietary Supplement market?
How will the increasing adoption of Vitamins and Dietary Supplement for
mining impact the growth rate of the overall market?
 How much is the global Vitamins and Dietary Supplement market worth?
What was the value of the market In 2020?
 Who are the major players operating in the Vitamins and Dietary Supplement
market? Which companies are the front runners?
 Which are the recent industry trends that can be implemented to generate
additional revenue streams?
 What Should Be Entry Strategies, Countermeasures to Economic Impact, and
Marketing Channels for Vitamins and Dietary Supplement Industry?

Vitamins and Dietary Supplement Market - Covid-19 Impact and Recovery Analysis:

We were monitoring the direct impact of covid-19 in this market, further to the
indirect impact from different industries. This document analyzes the effect of the
pandemic on the Vitamins and Dietary Supplement market from a international and
nearby angle. The document outlines the marketplace size, marketplace traits, and
market increase for Vitamins and Dietary Supplement industry, categorised with the
aid of using kind, utility, and patron sector. Further, it provides a complete evaluation
of additives concerned in marketplace improvement in advance than and after the
covid-19 pandemic. Report moreover done a pestel evaluation within the business
enterprise to study key influencers and boundaries to entry.

Our studies analysts will assist you to get custom designed info to your report, which
may be changed in phrases of a particular region, utility or any statistical info. In
addition, we're constantly inclined to conform with the study, which triangulated
together along with your very own statistics to make the marketplace studies extra
complete for your perspective.

Final Report will add the analysis of the impact of Russia-Ukraine War and COVID-
19 on this Vitamins and Dietary Supplement Industry.

21
22
 CHAPTER THREE-

RESEARCH METHODOLOGY

23
Over the last 20 years, the use of dietary supplements (DS) has continued to grow in
many countries. Due to the public health crisis brought on by the COVID-19
pandemic and amidst fears regarding COVID-19 vaccines and their low supply in
many regions of the world, there has been a marked interest in the use of DS as
alternative means of protecting against and treating this emerging disease, as well as
boosting the immune system and minimizing the risk of inflammation. Despite a lack
of evidence to suggest their efficacy, a surge in the sales of DS has been reported in
many parts of the world. Questions have also been raised about the health effects
associated with DS due to their increased use during the health crisis. Numerous
scientific studies have demonstrated their beneficial properties as well as some
adverse and even toxic effects. In addition, given the current global interest in this
issue, a review is needed to establish the status of dietary supplements before and
during the health crisis. The aim of this review is to summarize the current evidence
on the impact of dietary supplements on the incidence of the COVID-19 pandemic, as
well as their regulation and associated market trends. First, we provide an overview of
DS, including a comprehensive review of the legislative and regulatory aspects of DS
in the USA, China, the EU, and Algeria. Second, we describe the prevalence of the
most commonly consumed DS and their efficacy as a prophylactic modality in the era
of COVID-19. Additionally, we examine the structure and size of the DS market in
the countries that predominantly produce and import them, its global market trend,
and the impact of the COVID-19 pandemic on market growth. Finally, in this review,
we also discuss the profile of DS users.

Keywords: dietary supplements, COVID-19 pandemic, health, regulation, usage,

global market

1. INTRODUCTION

To promote overall health and long-term well-being, food and appropriate

supplementation are required. Dietary supplements (DS) are a broad category of
products that contain a “dietary ingredient”, such as vitamins, minerals, herbals,
botanicals, amino acids, fatty acids, and others that may be used individually or in
combination. They are meant to be consumed to supplement one’s diet and fulfill

24
basic nutritional needs, and they are categorized according to their type or function.
Although people take dietary supplements for different reasons, the most significant
drivers of intake include ensuring proper nutrition, reducing the risk of age-related
disorders, and protecting body tissues

The COVID-19 pandemic, declared in March 2020, marked the beginning of many
global economic and health-related issues. It has spread to many countries and is
wreaking havoc around the world. In addition to the severity of the disease, which
affects numerous organs through immunological, inflammatory, and redox
mechanisms, the use of DS, such as vitamins and minerals, which may provide some
protection by boosting the immune system and helping to reduce disease severity, has
emerged as a potential dietary or therapeutic adjuvant treatment for COVID-19.
Despite the development of several COVID-19 vaccines and the availability of many
pharmacological therapies, the demand for DS during the COVID-19 outbreak
increased significantly worldwide.

Over the past 20 years, there has been a significant increase in the prevalence of
supplement use. In fact, the DS market is growing in terms of sales and, more
importantly, in terms of products available on the market. Consumers are being
presented a large number of products, brands, and formulations, distributed through a
wide variety of marketing channels. The value of the global dietary supplements
market was estimated to be worth nearly USD 152 billion in 2021. According to the
latest STASTICA report, the global market is expected to be worth USD 300 billion
by 2028. The global market for DS can be currently characterized by a continuous
growth in sales, confirming the belief that they are an important part of people’s diets
worldwide. Research in the field has also grown, with more than 69,000 articles on
DS published through PubMed between 2012 and 2022. The sales of dietary
supplements increased significantly in early 2020 as a result of the COVID-19
pandemic. Therefore, sales increased by 50% between 2018 and 2020, with sales
exceeding USD 220 billion in 2020.

As the DS market has grown and become more lucrative, the importance of ensuring
product quality has increased, as have the challenges associated with this task.

25
Therefore, the call for global quality standards and enhanced focus on the regulatory
challenges associated with DS are necessary, as adulterated or mislabeled products
may circumvent existing regulations, leading to an increase in the incidence of
adverse reactions (of which some can be fatal) caused by contaminants or adulterants
in the product rather than the ingredients in the supplements themselves.

In contrast to pharmaceuticals, DS are loosely regulated because they are culturally

embedded and driven by an industry that is in a vacuum and separate from public
health imperatives. Furthermore, there is currently little agreement between countries
on the scope, regulatory requirements, definition, or even the terminology that can be
used to classify DS. Therefore, in the interests of consumer protection and
information, many countries have established regulations governing the
manufacturing, importation, and sale of DS. Thus, from design to marketing,
manufacturers, importers, and sellers have a clear legal framework that they must
operate within, contributing towards achieving a high level of safety and consumer
health protection.

The context within which DS are used varies widely from country to country, and
they are regulated by several federal agencies and government regulations that can
remove a product from the market due to contamination, misidentification,
adulteration, mislabeling or false claims, post-marketing surveillance adverse event
reports, and failure to adhere to good manufacturing standards.

Numerous barriers to the regulation of DS have serious negative implications for

public health, such as inadequate safety evaluation, insufficient efficacy requirements,
the poor monitoring of unsubstantiated labeling and marketing claims, inadequate
quality assurance and control, and gaps in the post-marketing regulatory framework.
As a result, the potential for harm from the use of dietary supplements can range from
monetary loss to serious adverse health effects .

Dietary supplements are often bought legally to fulfill one’s nutritional needs, but
some are being increasingly supplied illegally, which increases the risk of adulteration
and makes them even more dangerous. However, even though a prescription is not
required, a doctor should recommend and supervise their use

26
2. Overview of Dietary Supplements (DS)

2.1. Quantitative Research Literature Analysis

We searched the literature using the Scopus database and yielded 48,598 publications
for analysis; we searched for papers on DS published between 2012 and the present
day, selecting publications containing the word “dietary supplements” in the title,
abstract, or keywords. In the COVID-19 pandemic period (2019–2021), the literature
on this topic accumulated more rapidly. The top five contributors in terms of
countries/territories, journals, and Scopus categories are listed in Table 1. The most
productive countries were the USA and China, with 26.3% and 13.1% of the DS
publications, respectively. The journal Nutrients was the most productive journal, and
many publications were published in journals dealing with medicine and nursing,
agricultural and biological sciences, biochemistry, genetics, molecular biology, and
chemistry.

Figure 1

Number of publications in the last 10 years containing the keywords “dietary

supplements” (generated using the Scopus online databases).

Table 1

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Top five contributing countries, journals, and Scopus categories of the dietary
supplement publications.

Contributor Publication Count (% of Total)

Country/Territory
United States 12,797 (26.3)
China 6383 (13.1)
United Kingdom 3571 (7.3)
Italy 3152 (6.5)
Canada 2579 (5.3)
Journal
Nutrients 2769 (5.7)
Poultry Science 1120 (2.3)
Journal of Animal Science 1012 (2)
PLOS One 909 (1.9)
Journal of Dairy Science 753 (1.5)
Scopus category
Medicine 25,160 (51.8)
Agricultural and Biological Sciences 14,558 (29.9)
Biochemistry, Genetics Molecular Biology 12,776 (26.3)
Nursing 11,617 (23.9)
Chemistry 3892 (8)

2.2. CHARACTERISTICS OF DS

Dietary supplements are products containing concentrated sources of nutrients or

other substances such as vitamins, minerals, botanicals, algae, fungi, bacteria,
synthetic products, products of animal origin, amino acids, metabolites, etc., that are
intended to supplement one’s diet and have a nutritional or physiological effect, either
alone or in combination with other substances. They are usually sold in dosage form,
including capsules, pastilles, softgels, gelcaps, tablets, pills, sachets of powder,
dropper bottles, or any other form in which these products can be ingested and taken
in measured doses. In addition, their presentation, labeling, or advertising must not
claim or imply that they have the ability to prevent, treat, or cure human disease, nor
must the product be promoted for use as a conventional food or as the sole component
of a meal or diet.

28
According to the Council for Responsible Nutrition, which tracks the sales of DS, the
specific supplements that were most consumed in 2021 were vitamin or mineral
supplements (98%), specialty supplements (46%; including omega-3 fatty acids,
probiotics, etc.), botanicals and herbs (44%), sports supplements (30%), and weight
management supplements (19%).

Terminology and definition of dietary supplements in different countries.

Country Category Name Definition

HF refers to foods that claim to have specific health
functions or provide vitamins and minerals. It is
specific to certain groups and modifies organic
China Health food (HF)
functions in humans, but is not intended to treat
disease and does not cause acute, sub-acute, or
chronic harm to the human body.
DS are dietary supplements that contain one
ingredient or multiple ingredients, such as vitamins,
minerals, herbs or other botanicals, amino acids, and
Dietary enzymes, to supplement one’s total dietary intake.
USA
supplements (DS) They are sold in forms such as tablets, capsules,
softgels, gel capsules, powders, and liquids. Unlike
medicines, dietary supplements are not intended to
treat, diagnose, prevent, or cure disease.
FS are concentrated sources of nutrients or other
substances containing a wide range of ingredients,
including vitamins, minerals, amino acids, essential
Food fatty acids, fiber, and various plant and herbal
EU
supplements (FS) extracts, that have a nutritional or physiological
effect and are available in specific dosage forms
(pills, tablets, capsules, liquids) to supplement one’s
normal diet.
NHP is a category of naturally derived products such
as vitamins, minerals, amino acids, probiotics,
herbal and homeopathic medicines, and traditional
Natural health medicines intended to improve human health
Canada
products (NHP) (diagnosis; treatment; alleviation or prevention of a
disease, disorder, or abnormal physical condition or
its symptoms; restoration; modification or correction
of organic functions).
Australi Complementary CMs are therapeutic products consisting of one or
a medicine (CM) more designated active ingredients, each of which
has an established identity and a traditional use that
is not of the conventional healthcare practices of a

29
 Country Category Name Definition
country.

2.3. CONSUMER INTEREST IN DS AND UPTAKE

Dietary supplements appear to be attractive to consumers who wish to maintain or

restore a normal state of health and correct or prevent imbalances. According to the
Council for Responsible Nutrition, the most-cited reasons for taking supplements are
to improve immune health (36%) or “maintain” general health/well-being (44%).
Despite a lack of evidence for their therapeutic efficacy, more than one third of adults
in the US or Europe take a daily multivitamin/mineral supplement to prevent the
development of chronic diseases. Although there is currently a plethora of
supplements on the market, some of the most commonly used ones are summarized
in Figure 2.

Figure 2
Examples of common dietary supplement categories.

30
DS provide concentrated amounts of nutrients with minimal calorie counts (or no
calories) relative to one’s total energy requirements. Unlike foods, they can be used to
improve dietary adequacy without adding significant amounts of food energy, making
them useful for improving energy intake in energy-inadequate populations or high-
risk groups. DS are also useful for managing specific age/life stage events such as
pregnancy and for various medical conditions. Nutritional supplements are useful in
helping pregnant women meet their nutritional needs, as it is extremely difficult for
them to do so through diet alone. Babies need more iron, vitamin K, vitamin D, and
possibly choline. Vitamin B12 supplementation is recommended, as the elderly are
particularly at risk of achlorhydria. To prevent nutritional deficiencies due to
malabsorption, people who have had intestinal bypass surgery need to take a variety
of micronutrients such as iron; calcium; vitamins A, B, and 12; and often vitamins D
and C daily. In addition, DS have been widely used to prevent and treat malnutrition
in populations at high risk of developing the condition; in developed countries,
micronutrient powders have been used to treat deficiencies in children and pregnant
women.

2.4. SAFETY ISSUES, EFFICACY, AND QUALITY OF DS

The increasing use of DS raises public health concerns about their efficacy and safety
in the short and long term. Issues of safety and efficacy are less common in countries
where dietary supplements are regulated more like the way drugs are than in countries
where they are regulated more like foods, as pre-market approval is usually required.
For this reason, a safety management strategy needs to be implemented before taking
dietary supplements. However, it may not be wise to use DS without a doctor’s
prescription.

The most serious safety issue posed by DS is the sale or marketing of adulterated
products containing illegal and unsafe ingredients whose efficacy has not been
demonstrated. This includes the failure to ensure the absence of toxic contaminants
and/or pesticides, heavy metals, and active drugs in the ingredients and finished
products that are not declared on the label and/or exceed the maximum doses or upper
safe intakes of nutrients. Therefore, the three most problematic DS categories in the

31
USA are sexual enhancement supplements, weight loss supplements, and sports
performance/bodybuilding supplements.

Concerns about the misidentification of ingredients in dietary supplements and quality

assurance/control issues remain critical for the industry and the public. In addition, the
ingredients used in dietary supplements should be characterized and identified
through the application of appropriate analytical methods and the development of
reference standards. Several research methodologies are often required to demonstrate
efficacy, ranging from basic in vitro studies on mechanisms of action to animal and
human studies. In addition, there is an urgent need for more (and better) clinical
research on the efficacy and safety of DS with respect to health outcomes.

The issue of safety, efficacy, and quality is somewhat challenging because there is a
wide range of variations in DS in terms of source, physicochemical properties, and
dosage form, especially when these products are combined. However, databases of
DS for public use are needed to develop uniform, common definitions to identify
content, evaluate interventions, and assess the contribution of DS product
formulations to health. This can be achieved by investing in and exploiting advances
in databases, software and data science technology.

3. LEGISLATIVE AND REGULATORY ISSUES

DS manufacturers follow a number of guidelines to ensure the production of products

with real value. Numerous regulatory bodies around the world develop strict,
comprehensive rules and standards to ensure consumer effectiveness and safety.
Regulatory organizations may also consider whether the products provide value to the
consumer. Due to restrictions that vary from country to country, exporting DS is
challenging, especially if the regulations are unclear or the products have not been
updated to comply with the regulations of the importing country.

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3.1. Regulation in the United States of America (USA)

The Federal Food and Medications Act of 1906 was the first from of federal
regulation regarding food and drugs in the USA, providing definitions of
“adulteration” and “misbranding” and giving the federal government the power to
penalize those who produced such products. The first DS appeared in the USA in
1920, consisting mainly of nutrients and food ingredients. Years later, laws regulated
their production, composition, labeling, and distribution. Today, DS are regulated by
the Food and Drug Administration (FDA) through the Dietary Supplement Health and
Education Act (DSHEA) of 1994. Both DS products and their ingredients are
regulated as foods. A dietary supplement is not intended to treat, prevent, or cure any
disease. The FDA’s primary responsibility is to ensure the safety and purity of DS
after they are marketed and to remove any product that may be potentially dangerous
to the consumer from the market.

Since 1997, the FDA has maintained a list of regulations governing good
manufacturing practices for DS. The final rule “21 CFR part 111” was published in
2007 and includes good manufacturing and distribution practices, labeling, packaging,
and record-keeping requirements. Tracking the product to verify its integrity, quality,
and safety from manufacture to distribution is a key component of good
manufacturing practices. Five statements must be made on the label: The first pertains
to the identification of the product; a dietary supplement must be labeled as a “dietary
supplement” or provide an indication of the ingredient(s) intended to supplement
one’s diet. Secondly, nutritional information; the name and address of the
manufacturer, packer, or distributor; a declaration of the ingredients; and finally the
exact contents must be disclosed on the label. Manufacturers are required by law to
keep a record of all adverse event complaints and to report serious adverse events to
the FDA within 15 days of receipt. A home address or telephone number must also be
listed on the labels of DS products so that anyone can report an adverse event.
Manufacturers are also required to keep records of all adverse event reports they
receive for a period of six years and make these records available for review by the
FDA. In addition, in the USA, DS do not need premarket approval, but the
manufacturer must guarantee that the products are safe. To do this, information on

33
ingredients and safety must be provided in the following ways: through the New
Dietary Ingredient Notification (NDIN) process, the addition of any new dietary
ingredient(s) into a DS product must be disclosed to the FDA 75 days before it
becomes available on the market; however, if an ingredient was used in a product
before 1994, it is grandfathered and may continue to be used without the manufacturer
having to notify the FDA.

In the USA, more than 50% of people take at least one DS; however, these products
are usually intended to be taken orally only and cannot be recommended for use by
any other routes of administration. The FDA receives many reports of unexpected
events such as hospitalization, allergic reactions, congenital abnormalities, etc.
Denham reported that more than 23,000 people in the USA suffer from the adverse
effects of DS each year. Despite resistance from the industry, the FDA continues to
make significant efforts to address the issue.

3.2. REGULATION IN CHINA

In 1996, the Ministry of Health (MOH) approved health foods in China for the first.
In 2003, the China Food and Drug Administration (CFDA) took over the regulation of
health foods from the MOH. Since then, the CFDA (renamed after the restructuring of
the Chinese cabinet in 2018) has been the Chinese regulatory authority for drugs and
medical products and part of the State Administration for Market Regulation
(SAMR). Its objectives include the development of standards and categorization
systems for medical devices, as well as laws and regulations for drugs, cosmetics, and
medical devices.

In 2005, the MOH’s original definition of health foods was expanded and divided into
two categories: vitamin and mineral supplements and functional health foods. The
CFDA published a list of the recognized health benefits of health foods, including
boosting immunity, antioxidant activity, memory enhancement, reducing eye fatigue,
improving sleep, facilitating digestion, etc.

The 2015 Food Safety Law classifies health foods as a special category of foods that
are strictly regulated and controlled by the government. Several articles in China’s

34
Food Safety Law discuss the various requirements of health foods. The Quality
Standard of Health Food Registration in China was established based on the GB
16740-2014 standard. Its main purpose is to provide the bare minimum guidelines,
requirements, and necessary instructions. For example, it includes rules for the
approval of claims, ingredients, the registration and submission of domestic and
imported products, labeling, the sensory testing of the product, physical and chemical
testing, usage requirements for the use of vitamins and minerals, and requirements for
the quality of ingredients.

3.3. Regulation in European Union (EU)

In Europe DS are regulated by the European Commission through several directives.

The European Commission has established continent-wide regulations to protect
consumers and provide them with safe food. However, the regulatory framework for
DS in Europe follows general food legislation and their manufacturing processes are
subjected to Good Manufacturing Practices (GMP) and Hazard Analysis Critical
Control Point (HACCP) procedures. To ensure the integrity and safety of dietary
supplements and the safety of consumers, the scientific Committee on Food (SCF),
currently the European Food Safety Authority (EFSA), has established upper tolerable
intakes (UTIs) of minerals and vitamins that can be ingested daily to support and
maintain good health. A variety of nutritional components other than vitamins and
minerals may be used in the manufacturing of food supplements once they have been
approved by the regulatory body (EFSA). Under Directives 2002/46/EC and
2001/15/EC, these substances can be classified as amino acids, enzymes, prebiotics
and probiotics, essential fatty acids, and botanical extracts. In addition, the
aforementioned directives established uniform guidelines for the labeling of food
supplements, and these guidelines outline the requirements for specifying the identity
and composition of DS products.

While the nutritional value of certain ingredients may be outlined on a product’s label,
the amount of vitamins and minerals, followed by the maximum recommended daily
intake, storage conditions, and the risk associated with excessive consumption of the
product must be stated. Therefore, DS must not make therapeutic claims or refer to

35
conventional diets. These features provide consumers with general information and
protect them from fraudulent advertising.

The legislative texts under Directive 1925/2006/EC allow for the prohibition or
exclusion of certain ingredients, other than vitamins and minerals, to be added to
foods, including food supplements that may have undesirable effects on the
consumers. A positive list of safe substances should be established to ensure the
proper functioning of the internal food supplements market.

Meanwhile, under Directive 2015/2283/EC, specific legislative measures apply to

novel foods that have not been used in the European Community before 15 May 1997.
This directive has led to the establishment of an appropriate list of the novel
ingredients that may be used in the production of DS to ensure their access to the EU
market.

Regarding the internal market, the Directorate General for Health and Consumer
Protection (DG-SANCO), accompanied by the competent authorities of the member
states and the EFSA agency, monitor and control the European dietary supplement
market based on the Rapid Alert System for Food and Feed (RASFF) databases,
which require important information related to food safety, including functional
foods, fortified foods, and dietary supplements. Therefore, it is important to note that
DS do not require pre-market authorization or prior safety assessments. In fact, the
European Commission has established the concept of mutual recognition to ensure the
free movement of DS between member states. It offers all products legally
manufactured in one member state the chance to be sold without restrictions in
another member state, even if these products are supposed to be subjected to different
national regulations. Currently, some member states require a note of authorization to
place a DS on the market.

3.4. REGULATION IN ALGERIA

36
To date, there is no strict regulatory framework in Algeria that applies exclusively and
specifically to DS. They are subject to the regulations governing the commercial
activity of foodstuffs (consumer control and protection) and do not require
authorization from the Ministry of Trade and the Ministry of Health for their
production, importation, or marketing. DS are over-the-counter products that can be
acquired without a medical prescription and, unlike drugs, do not require
authorization prior to being made available on the market.

The Ministry of Trade takes action in the event of a warning from the appropriate
authorities regarding product withdrawals or anomalies in the dietary supplement
market. The risks of dietary supplement consumption are related to the presence of
toxic, banned, and unauthorized substances in the supplement’s ingredients. There
have been numerous cases of fraudulent advertising with respect to DS in Algeria, and
many dietary supplements have been withdrawn from the market.

In addition, in 2022, the Ministry of Trade and Export Promotion announced a ban on
20 dietary supplements that had been tested in laboratories and found to contain
chemical components used in the pharmaceutical industry rather than those declared
in the products’ composition; thus, these products were deemed potentially harmful to
consumers’ health. These supplements mainly contained drugs used to treat sexual
impotence, and consuming them without consulting a specialist is not recommended.

Since the health crisis, the market for DS has grown, meaning that a regulatory
framework is urgently needed. These risks require increased regulation. Therefore,
DS need a specific regulatory framework that gives them a real status to ensure
consumer safety and combat false advertising and poor manufacturing practices.

4. TRENDS IN THE USE OF DS BEFORE AND DURING THE EMERGENCE

OF THE COVID-19 PANDEMIC

Consumers have become much more concerned about their health in recent years due
to the rapid development of societal medical knowledge and living standards.

37
Additionally, the coronavirus pandemic’s emergence has increased everyone’s
awareness of the importance of health and the need to maintain one’s health. This
infectious disease has had a significant impact on lifestyles and the global economy.
Therefore, finding ways to combat or mitigate the effects of this disease is imperative.
Dietary supplements with specific health benefits and/or the potential to regulate
bodily systems have steadily attracted the attention of consumers. A healthy diet and
DS have gained attention as potential co-adjuvants in managing and preventing
COVID-19. Hence, there are important public health reasons for taking some
supplements, including vitamins C, D, and B, zinc, and probiotics, in order to boost
one’s immunity.

The aim of this section was to assess changes in the consumption of DS, with a
particular focus on the supplements affecting immunity during the worldwide
COVID-19 pandemic.

The FDA treats DS as foods and considers them to be drugs. Therefore, unlike
prescription drugs, they do not have to be proven safe or effective before they are
made commercially available. Although they are intended to be consumed in various
forms (capsule, tablet, powder, liquid, etc.), they are derived from natural sources and
meant to boost immunity against diseases such as viral infections, inflammation, and
respiratory complications. Most commonly, they are used as adjuvant treatments or
additives in conjunction with a main pharmacological drug.

4.1. CHARACTERISTICS OF THE CONSUMPTION OF DS

Sales of DS and nutraceuticals increased during the pandemic due to their perceived
“immune-boosting” effects. However, little is known about the efficacy of these DS
against the novel coronavirus or the disease that it causes, COVID-19. Here, based on
the evidence available in the literature, we provide a comprehensive assessment of the
potential preventive and therapeutic value of different DS. These include zinc and
vitamin C and D, which are often used by the general public to prevent or cure
respiratory infections or support immune health.

38
The use of DS is widespread in the USA, China, and several European countries.
Several studies have investigated the association between the use of different types of
DS and the risk of COVID-19; seemingly, there was a trend wherein the use of DS
during the pandemic increased. According to these cross-sectional studies, the
prevalence of supplement use is associated with several factors, such as socio-
demographic background, health and lifestyle characteristics, changes in the reasons
for dietary supplement use, and changes in the type and circumstances of dietary
supplement use.

The increased use of DS during the pandemic has been reported in several studies.
During the COVID-19 pandemic, an increase in the rate of supplementation was
observed, with a 40% increase in the consumption of vitamin C, 82% increase in the
consumption of multivitamins, and 23% increase in global intake. Differences in the
prevalence of use of these products are related to the socioeconomic level of each
country, the level of knowledge of the benefits and harms of these supplements
among different populations, and the influence of the media.

The prevalence of the most commonly used dietary supplements before and during the
COVID-19 pandemic.

Before the During the

Pandemic Pandemic Type of Study Country
(%) (%)
Vitamins 27.7 58.0
Vit. D 7.1 22.4
Vit. C 19.8 53.1
Minerals 18.4 50.0 Cross-sectional
Zinc 4.6 44.9 (online Algeria
Magnesium 11.5 18.9 questionnaire)

Selenium 0.8 6.1

Others 9.0 12.6
Omega 3 4.2 9.7
Vitamins Cross-sectional Saudi
Vit. D 34.6 35.1 (questionnaire- Arabia

39
 Before the During the
Pandemic Pandemic Type of Study Country
(%) (%)
Vit. C 48.8 68.4
based)
Vitamins
Vit. D 20.6 18.7
Vit. C 12.5 14.9 Cross-sectional Saudi
Multivitamin 24.6 44.9 (online survey) Arabia
Minerals
Zinc 1.3 4.6
Vitamins
Vit. D 35.5 41.0
Vit. C 35.3 42.1 Cross-sectional
Lebanon
Vit. E 15.2 17.5 (online survey)
Minerals
Zinc 18.8 29.3
Vitamins
Vit. D 10.7 5.5
Vit. C 14.2 41.1
Cross-sectional Turkey
Minerals
Calcium 0.2 0.2
Zinc 0.2 -

4.2. CONSUMPTION OF SUPPLEMENTS ACCORDING TO PANDEMIC

STATUS

COVID-19 affects the immune system, causing a systemic inflammatory response or

cytokine release syndrome. High levels of pro-inflammatory cytokines and
chemokines have been found in COVID-19 patients. COVID-19 is also associated
with the development of microthrombi and coagulopathy, which can later lead to
sepsis, acute respiratory distress syndrome, and secondary infections.

During the COVID-19 pandemic, several vaccines and drugs were tested for efficacy,
safety, and dosage, which took a long time to validate. Researchers are also looking
for alternative strategies to prevent the disease. In addition to herbal remedies and

40
nutraceuticals, DS offer patients a promising preventive treatment option. This
approach could help strengthen the immune system and further suppress hyper-
inflammation, providing both prophylactic and therapeutic support against COVID-
19.

Many research efforts have been devoted to explaining the role of nutritional
supplementation in the prevention and management of COVID-19 infection. The use
of DS, such as vitamin and mineral supplements, has emerged as a putative nutritional
or adjunct treatment approach for COVID-19. Vitamin and mineral supplementation
is critical during COVID-19 in order to reduce the severity of symptoms and shorten
the duration of respiratory infection, thereby improving immune responses. There are
research reports showing an increased interest in DS such as vitamins (C, A, E, and
D), zinc, omega-3, probiotics, selenium, and others during the COVID-19 pandemic
(Table 5). In addition, several authors have highlighted that vitamin C and D and zinc
were the dietary supplements that were most commonly used to boost immunity and
reduce the risk of acquiring COVID-19.

Given the severe lack of specific therapies for COVID-19 infection, medical
recommendations have promoted the idea that certain vitamins, particularly vitamin C
and D, are the most effective elements for the prevention and treatment of COVID-19.
There are numerous reviews and studies discussing the role of vitamins (especially C
and D) against COVID-19 transmission (Table 6). Indeed, vitamin D is known to
have immunomodulatory, anti-inflammatory, antioxidant, and antiviral properties.

Vitamin D, a secosteroid hormone, was thought to be able to reduce the risk of

COVID-19 during its critical period by stabilizing physical barriers, regulating the
renin-angiotensin system, and enhancing cellular innate and adaptive immunity.
Appropriate supplementation may boost one’s immune system. Cangiano et al.
examined the mortality rate following the spread of COVID-19 in 157 residents of a
nursing home in Italy and reported that the mortality rate was inversely proportional
to vitamin D supplementation. According to a cohort study by D’Avolio et al.,
significantly lower 25-hydroxyvitamin D (25(OH)D) levels were found in PCR-
positive SARS-CoV-2 patients compared with negative patients. Furthermore, the role

41
of vitamin D in reducing the risk of COVID-19 has been confirmed in several
observational studies and clinical trials. Therefore, supplementation with vitamin D
could be recommended to vitamin D-deficient COVID-19 patients.

Vitamin C has also been proposed as a possible nutritional intervention for COVID-
19. Indeed, vitamin C is a potential therapeutic candidate for the prevention and
treatment of COVID-19 infection as well as an adjunctive therapy in the intensive
care of COVID-19 due to its long history of use against the common cold and other
respiratory infections and its many beneficial properties (anti-inflammatory,
immunomodulatory, antioxidant, antiviral, and antithrombotic). The vitamin has
effector pathways in both the innate and adaptive immune systems and has direct
virucidal activity. Regarding the critical phase of the COVID-19 pandemic, vitamin C
helps to control and reduce cytokines, protects the endothelium from oxidative
damage, and is crucial for tissue healing. Several studies have reported improved
clinical outcomes following vitamin C-involving treatment, mainly with respect to
shorter hospital stays and a reduced need for mechanical ventilation or earlier
resolution of symptoms.

Some authors even recommend oral supplementation with 1–2 g/day of vitamins in
order to alleviate the transition to the critical phase of COVID-19. A clinical research
report in the US found low serum levels of vitamin C and D in most critically ill
COVID-19 ICU patients. Older age and low vitamin C levels appeared to be co-
dependent risk factors for mortality.

Of all of the mineral supplements studied, zinc has emerged as a leading prophylactic
and therapeutic candidate against SARS-CoV-2. Zinc is a key trace mineral that is
essential for both innate and acquired immune responses to viral infection. It is also
involved in many biological processes, including immunity. In fact, zinc contributes
to the activation of the antiviral immune response by stimulating the synthesis of pro-
inflammatory cytokines, including interferon and acute phase reactants, as well as
promoting the proliferation of cells involved in the innate and adaptive immune
systems. Therefore, these DS can be used as complementary forces in the treatment of

42
COVID-19 through various mechanisms, providing substantial support with respect to
individual immunity, inhibiting SARS-CoV-2 RNA replication, and preventing virus
entry into cells. Therefore, Zn may also be critical in reducing the exaggerated
inflammatory response, risk of pneumonia, and duration of illness.

An observational study found that zinc levels were significantly lower in COVID-19
patients than in healthy controls and that these patients were more likely to have
complications and longer hospital stays than non-zinc-deficient COVID-19 patients.
In a related study, samples taken from COVID-19 patients who died were shown to
have lower plasma zinc levels than those taken from patients who survived the virus.
A high dose of oral zinc salt resulted in clinical recovery, improved oxygenation, and
reduced shortness of breath among COVID-19 patients.

There is sufficient evidence to suggest that DS could be a good strategy to help reduce
the adverse effects of COVID-19. Nevertheless, some dietary supplements may be
subject to limited regulation by authorities, and consumers should be wary of
misleading information and false promises surrounding them. However, it is
important to note that medical advice should be sought before taking DS to reduce
potential adverse effects. Excessive vitamin and mineral supplementation can cause
adverse and even toxic effects and gastrointestinal tract disorders. Otherwise,
interactions between supplements and drugs should be considered in terms of
increasing toxicity and drug efficacy.

5. THE MARKET FOR DIETARY SUPPLEMENTS IN PRODUCER AND

CONSUMER COUNTRIES AND THE IMPACT OF THE COVD-19
PANDEMIC

5.1. DISTRIBUTION CHANNEL

Dietary supplements are distributed through a variety of channels, including offline

distribution channels such as pharmacies, drugstores, supermarkets, specialty stores,
independent retailers, and other direct-to-consumer channels. Due to their greater
popularity, supermarkets and hypermarkets accounted for approximately 33.9% of all
dietary supplement sales in the offline sector in 2021. The offline sector dominated

43
the market, accounting for 81.0% of total sales, as it is easily affordable. However, the
internet, mobile communications, and social media have all given rise to new
technology-based communication channels, known as “digital channels” or
“electronic channels”, which consumers generally use to gather information about DS.
In addition, the proliferation of COVID-19 has attracted more customers to extensive
e-commerce platforms, making many supplement brands easily accessible to
consumers.

5.2. DS GLOBAL MARKET

The global DS market is growing exponentially in most countries. According to data

from the National Health and Nutrition Examination Survey (NHNES), it has been
gaining interest since the 1970s. The geographical distribution is highly variable and
has been divided into six major regions. The USA, Europe, and Japan account for the
largest share of the market, followed by Asia, Australia, and Oceania, all of which
demonstrate the expansion of the market. In contrast, the Middle East and Africa have
seen a surge in DS sales, with South Africa remaining the most important market. In
the Middle East, the demographics and socioeconomic status of consumers,
particularly in Saudi Arabia, has led to the development of this market, which is
estimated to reach SAR 875 million by 2021. Differences in these geographical
distributions may be the result of several factors, such as socio-demographic and
socio-cultural characteristics, consumer behavior, and ageing populations. Globally,
the market size of DS increased from USD 82 billion to USD 149.50 billion in 2021,
and this will supposedly rise to approximately USD 181.2 billion in 2022 and reach
USD 308 billion in 2028, with a compound annual growth rate growth of 8.90%.

44
Geographical distribution of dietary supplements market and level of DS market
growth worldwide (High, Medium, and Low).

DS market size growth forecast for the period 2023–2028.

5.3. MARKET SIZE OF DS IN USA AND EU

The demand for nutritional products increased significantly in the US during the
COVID-19 pandemic. In 2019, global sales reached USD 345 million, an increase of
5% from 2018, and multivitamins remained the best-selling category, with nearly 120

45
million units sold. The Council for Responsible Nutrition (CRN) survey reported
increases of 59, 44, and 37% in the use of multivitamins, vitamin C, and vitamin D,
respectively, among US residents aged between 18 and 35 (47% men vs. 39%
women).

Regarding the European market, it has experienced strong growth since 2020
compared to previous years (EUR 7.1 billion in 2015); the annual share was estimated
to be USD 14.95 billion in 2019 and is expected to increase by 9.3% CAGR to reach
an expected USD 33.80 billion in 2027. DS sales exceeded EUR 1600 million in Italy
and EUR 1 billion in Russia, while the market was worth more than EUR 100 million
in other countries (including Germany, the United Kingdom, France, Poland, Norway,
Finland, Sweden, Belgium, Spain, the Netherlands, and Hungary). On the other hand,
in countries such as Macedonia, Georgia, Estonia, and Denmark, sales values ranged
from EUR 4.4 million to EUR 98.7 million. Thus, vitamins and minerals have the
highest turnover, followed by proteins, enzymes, fatty acids, and others.

5.4. MARKET SIZE OF DS IN THE MIDDLE EAST AND AFRICA

In regions such as the Middle East and Africa, the DS market is constantly changing,
and it especially changed during the COVID-19 pandemic. In the United Arab
Emirates, for example, the market had grown by 7% by 2019. However, the demand
for DS is expected to continue to grow among the Arab population, with a
multinational study showing that the use of dietary products containing vitamin C,
vitamin D, and zinc is even higher in Middle Eastern Arab countries (at 77.8%, 55.7%
and 42.9%, respectively). About 80% of the Jordanian population continues to use DS
and herbs. Unfortunately, there is a lack of scientific articles assessing their market
share and consumption in Africa.

A study by Bayazid et al. showed a significant increase in the consumption of DS

among the Algerian population, including omega-3 fatty acids, zinc, magnesium,
selenium, cloves, ginger, turmeric, and vitamin C and D. The prevalence of DS users
was 63.4%, increasing during the pandemic compared to previous years (29.4%).
From a socioeconomic perspective, there are statistically significant differences

46
between countries in the frequency of DS use. This variation is related to several
factors, particularly the demographics of those in the countries.

5.5. ECONOMIC IMPACT OF DS

DS is not only good for our health but it can also be very exciting from an economic
point of view. The DS sector is a major economic driver in the countries where DS
are predominantly produced, providing a significant number of high-paying jobs. The
industry employs 750,000 Americans and generates USD 5.75 billion in state taxes in
the US.

The evolution of DS prices, production rates, consumer demand for health and
wellness, performance, research, and scientific production at various times, including
the health crisis brought on by COVID-19, reflects the impact of DS on various
sectors in general and the global economy in particular.

As soon as the COVID-19 pandemic broke out, recommendations were made to take
certain DS; hence, their sales increased. In addition, the turnover generated by DS has
increased from USD 4 billion in 1994 to USD 55.8 billion in 2020. According to
Bayazid et al., sales increased from USD 101.38 billion in 2018 to approximately
USD 220.3 billion in 2020.

In all sectors, scientific research is a key driver of productivity, which is part of

economic growth. Basic research informs applied research, which, in turn, drives
technological advances that increase productivity. Therefore, scientific research is
linked to economic growth because it influences technological progress and increases
public awareness of the potential effects of DS, which, in turn, increases consumer
demand. Over 30,000 and 48,598 scientific papers on DS are listed in the Scopus and
PubMed databases, respectively. The development of scientific research on health and
wellness products increased significantly during the health crisis brought on by the
pandemic. There are very few studies and research papers on DS in Algeria, with only
68 documents published in Scopus to date.

6. CONSUMER PROFILE OF DS

47
The physiological or nutritional role of DS lies in prevention, maintaining good
health, relieving everyday discomfort, and restoring the physiological balance of the
human body. In addition, DS consumption has focused on wellness, health, and
beauty. As a result, DS use has increased worldwide. Data from the NHANES series
showed that, between 2007 and 2018, DS use increased rapidly. The reasons for this
trend may be related to the increasing interest in supplementation among different
categories of users.

Summary of the consumer profile of dietary supplements.

6.1. PREGNANT AND LACTATING WOMEN

Many women who were pregnant or breastfeeding used at least one supplement
during their pregnancy. According to Jun et al., about 50% of pregnant women and
40% of breastfeeding women took supplements after receiving advice from a
healthcare professional.

Pregnant women should be advised to focus on consuming a balanced diet and eating
important sources of certain nutrients. However, the use of supplements may reduce

48
the risk of adverse effects and be beneficial in some circumstances. Supplements such
as folic acid, iron, and vitamin B12 are essential for the growth and delivery of
healthy babies. In addition, different cohorts of studies from the USA, Canada, and
Australia show that the use of supplements is very common in pregnancies with a
higher risk of nutritional deficiencies and a high burden of pregnancy complications
as a way of reducing the risk of outcomes such as pre-eclampsia, gestational diabetes
mellitus, and small-for-gestational-age babies, among others. Nevins et al. reported
that supplementation with omega-3 fatty acids during pregnancy and lactation may
benefit the cognitive development of children. A study by Tang et al. showed that
Chinese women who were pregnant appeared to take DS frequently, and about one
third of them continued to do so even after giving birth. The three most commonly
used supplements are calcium, folic acid, and iron.

6.2. OLDER ADULTS

The use of DS among older people has increased over the years, and this may be
related to a number of factors, including perceived health-promoting properties, over-
the-counter availability, and a general belief that DS are natural and therefore safe.
The main reason older people use different DS is to reduce their risk of developing
age-related chronic diseases such as cancer, CVD, and cognitive impairment.
However, more in-depth research is needed to assess the safety and confirm the
efficacy of DS use among older adults.

6.3. CHILDREN AND INFANTS

In recent years, DS have been widely administered to infants and children. Vitamins
and supplements for bone and tissue repair are increasingly being used among this
user category. In addition, it has been reported that 12–89% of parents use DS to treat
hyperactive/attention deficit disorder, asthma, colds, cancer, infantile colic, and
epilepsy in their children. Reportedly, children have shown positive outcomes
following the intake of normal doses of multivitamins, omega-3 fatty acids, and other
supplements.

49
However, parents should be aware of the risks of overdosing, intoxication, and
adverse reactions when giving DS to their infants or children. Therefore, a survey
and/or list of the possible adverse effects of dietary supplement consumption is
needed.

6.4. ATHLETES

Sports supplements are widely used by adults and especially by athletes. Over the past
20 years, sports supplements have become a mainstay among athletes. Sports
supplements are used for a variety of reasons, mainly to enhance health, hasten
recovery, and improve performance during competitions and high-intensity training
sessions. In addition, some studies have described gaining muscle mass and losing
body fat, increasing energy, delaying fatigue, and restoring nutrients as motivational
factors for DS use among athletes, all of which ultimately lead to improved
performance. The use of DS may be necessary when dietary intake or food
preferences are restricted, or DS may be used as temporary remedies when a
deficiency syndrome has been identified. In addition, the majority of available
evidence supports the beneficial effects of some supplement ingredients, such as
creatine, β-alanine, and bicarbonate, on some types of activity (e.g., they appear to be
effective in combat sports), and also others, such as caffeine, omega-3 fatty acids,
vitamin C, D, and B12, and polyphenols.

The use of sports supplements has increased among athletes, but it has also spread to
the general public. Therefore, the expansion of the sports supplement market is
driving the development of standards, laws, and regulations that need to be
standardized internationally for the sake of consumer safety.

6.5. OTHERS

Natural products that can improve health and beauty are increasingly in demand
today. Nutricosmetics are the latest trend in the cosmetics industry, driven by greater
consumer awareness of aesthetic needs, skin aging, and wrinkles. However, many
nutritional supplements intended to maintain the natural beauty of skin, nails, and

50
hair, such as collagen, peptides, proteins, vitamins, carotenes, minerals, and omega-3
fatty acids, are considered effective due to their historical use.

7. CONCLUSIONS AND PROSPECTS

Dietary supplements are a health tool; they are designed to improve well-being and
support physiological functions. By supplementing one’s diet, DS can fill gaps and
corrects imbalances, which, in the long term, improves one’s health and protects
against disease. Preventing and treating disease without drugs has become a global
trend among consumers and healthcare and medical professionals. At the time of the
COVID-19 health crisis, the market of DS grew rapidly and continuously. As a result,
the number of users has been steadily increasing. In order to clarify the issues
associated with the dietary supplement market, in this review, we have tried to answer
several questions by giving an overview of DS and their regulation in different
countries.

The everyday consumption of DS is possible due to their availability in supermarkets

and convenience stores and their food status. In addition, their limited regulatory
(labeling) and legislative requirements, compared to medicines, have also facilitated
their widespread consumption.

The dietary supplement industry is huge, so DS are sold and supplied by multi-million
dollar companies with large profits. The production of supplements is fairly
straightforward, with minimal regard for safety, quality, and efficacy, as they are not
subjected to strict regulation. Various supplements have been developed in recent
years, but progress in this area has been slow. Awareness of the need to regulate the
dietary supplement sector has led food and drug authorities to take steps to
standardize regulations to improve consumer safety. With the exponential worldwide
growth in the use of and demand for dietary supplements, there is a need for large-
scale studies to establish their efficacy and safety.

The market for DS is clearly growing in Algeria, and unlike prescription drugs, these
products are developing without any control or regulation. Many worry that this lack

51
of regulation may have a negative impact on consumers, especially as some DS are
considered to be drugs. Therefore, discussions are underway to establish a regulatory
framework for the marketing, manufacturing, and labeling of DS, and demand for
greater scrutiny regarding manufacturer’s health claims form the basis for the
regulation of DS.

Dietary supplements are different from foods and pharmaceuticals, and given their
widespread use, it is important to develop compositional databases to track their
contribution to the intake of nutrients and other bioactive constituents and assess the
effects these substances have on human health. There is also a need for greater
collaboration across government agencies in their development.

In general, there is a growing societal interest in the use of DS; therefore, research on
the issues and important aspects related to them must accompany the expansion of
their use. In conclusion, the best advice is to use DS only in specific cases of public
health crises or in the case of medical necessity. The ideal strategies for a long and
healthy life are a healthy diet rich in fruits and vegetables.

52
CHAPTER 4:

DATA ANALYSIS

53
DIETARY SUPPLEMENTS MARKET ANALYSIS

The Dietary Supplements Market size is estimated at USD 139.38 billion in 2024, and
is expected to reach USD 173.69 billion by 2029, growing at a CAGR of 4.5% during
the forecast period (2024-2029).

After the impact of COVID-19, the market has witnessed a surge in demand for
products that are good for digestive and immune health. Also, the sales of
supplements, such as proteins, vitamins, omega-3 fatty acids, and others, witnessed
immense growth. Such factors are positively impacting the market. Consequently,
numerous products are being launched to cater to the growing demand. Source:
https://www.mordorintelligence.com/industry-reports/dietary-supplement-market

The dietary supplements market is preliminarily driven by the paradigm shift toward
preventive health management practices amid rising healthcare costs and the
increasing burden of lifestyle diseases. Furthermore, digitization in the retail sector is
expected to boost dietary supplement growth further. Similarly, the surging popularity
of herbal supplements is expected to drive market growth in the forecast period. An
increasing number of fitness centers, health clubs, and gymnasiums, coupled with the
growing awareness about fitness among youngsters, is expected to increase the
demand for energy and weight management supplements. Increasing acceptance of
sports as a career is expected to boost the demand for sports nutrition, which, in turn,
benefits market growth.

DIETARY SUPPLEMENTS MARKET TRENDS

ESCALATING CONSUMER INVESTMENT IN PREVENTIVE

HEALTHCARE PRODUCTS

54
Over the past few years, the global market has been witnessing a change from
curative practices to preventive management in healthcare. The healthcare industry
contributes extensively to the overall economy. Emphasis on care management,
paying for value, and rising general inflation influence healthcare costs. Healthcare
costs are substantially high in various regions globally, including developed countries.
Such trends have prompted consumers to opt for health supplements.

Additionally, consumers have adopted a personalized approach to healthcare by

investing in preventive products and services to deal with simpler metabolic disorders.
Further, vegan and all-natural supplements are becoming popular. Also, global
consumers have shown a greater inclination toward various supplement products that
are good for gut health. Thus, probiotics witnessed substantial growth over the past
few years, which in turn is driving the sales of interesting formats of supplements in
the market. Therefore, the producers of dietary supplements are capitalizing on the
application, formulation, and therapeutic expansion to other health benefits to regulate
sales.

ASIA-PACIFIC REMAINS THE FASTEST GROWING MARKET

The Asia-Pacific dietary supplements market witnessed rapid growth in developed

and developing countries. The growing awareness about health supplements, growing
population, and increasing disposable incomes are driving the dietary supplement

55
market in the country. Additionally, the demand for supplements in countries like
India, China, and Japan has increased in recent years owing to the considerable aging
population in such developing countries. Due to the availability of raw materials, the
dietary supplements market in the region is anticipated to offer significant investment
opportunities, especially for herbal and ayurveda extract-based products. Moreover,
partnerships between old and new players will likely support market growth in the
region.

DIETARY SUPPLEMENTS INDUSTRY OVERVIEW

The global dietary supplements market includes leading players such as Pfizer,
Glanbia Nutritionals, Abbott, Bayer AG, and Amway. The supplements market has a
wide scope, considering the existing companies. With prevalent FDA regulations, the
leading players have an upper edge and continue to dominate the market. Also, major
global players have a geographical reach and high brand awareness among
consumers, giving them an upper hand. The major players focus on product
innovation, offering different flavors and fun-added formats like gummies and
chewable.

56
DIETARY SUPPLEMENTS MARKET RESEARCH FAQS.

1. How big is the Dietary Supplements Market?

- The Dietary Supplements Market size is expected to reach USD 139.38
billion in 2024 and grow at a CAGR of 4.5% to reach USD 173.69 billion
by 2029.
2. What is the current Dietary Supplements Market size?
- In 2024, the Dietary Supplements Market size is expected to reach USD
139.38 billion.
3. Who are the key players in Dietary Supplements Market?
- Pfizer Inc, Bayer AG, Glanbia plc , Abbott Nutrition and Amway
Corporation are the major companies operating in the Dietary Supplements
Market.
4. Which is the fastest growing region in Dietary Supplements Market?
- Asia Pacific is estimated to grow at the highest CAGR over the forecast
period (2024-2029).
5. Which region has the biggest share in Dietary Supplements Market?
- In 2024, the North America accounts for the largest market share in
Dietary Supplements Market.
6. What years does this Dietary Supplements Market cover, and what was the
market size in 2023?
- In 2023, the Dietary Supplements Market size was estimated at USD
133.38 billion.

57
CHAPTER 5: FINDINGS, SUGGESTIONS, RECOMMENDATION

58
FINDINGS

The demand growth of food & health ingredients is constantly being fueled by
evolving customer preferences. The change in customer preference from nutrition-
based to wellness-specific foods has expanded the growth prospects for the demand
for food & health ingredients. Over the past couple of decades, the ingredients
industry has grown dramatically with customers seeking functional foods that provide
beneficial alternatives to any health problems they may face.

With this backdrop, our Group Managing Director, Mr. Vikram Kelkar presented an
Indian & Global overview of the nutraceutical industry amidst & post the pandemic at
the Fi India & Hi Virtual Expo 2020 held recently. However, Apart from this he also
shared the impact of the pandemic on the nutraceutical innovations in India and the
shift in consumption habits in the past 6-7 months.

We have summarized the key takeaways.

1. Mr. Vikram Kelkar simplified & segregated the industrial jargon of Nutraceuticals
under 2 broad heads:

· Functional Food & Beverages (fortified food, iodized salt, energy sports drinks,
fortified juices, etc)

· Dietary Supplements (Vitamin, Mineral, Herbal & other supplements)

2. He highlighted that the demand for Nutraceuticals with health benefits is one of the
key factors driving market growth. However, The Nutraceutical Market is expected to
grow and rise to $336 bn by 2023.

59
3. USA, Europe & Japan are attaining maturity & dominate more than 90% of the
industry. The industrial focus is now shifting to developing economies especially
those across Asia-Pacific, including India.

4. There is an excellent opportunity for us in India to grow in the business of

Nutraceutical and nutraceutical ingredients as the market is opening up widely.
Furthermore, As per a recent report of the Economic Times, the India Nutraceutical
Industry is expected to grow at a CAGR of 21% occupying at least a 3.5% share of
the global market by 2023.

5. Seeing the impact of COVID-19 on consumer behavior he quoted that, “As per the
Boston Consulting group’ COVID-19 consumer sentiment survey 2020, new
consumer priorities such as health supplements, fresh foods are seeing a sustained
spike.”

6. Preventive and cautious living is the new sprouting theme in COVID times. From
Lockdown 1.0 to Unlock 4.0 we have seen a drastic shift from health and economy
concerns to personal anxiety/mental health to resilience and prevention.

7. He also showcased the findings of the survey which highlighted that the net
spending, from April 2020 to August 2020 amid the pandemic positively hovered
around health supplements & fresh foods thus accelerating in the growth trajectory.

8. The BCG COVID-19 consumer sentiment survey 2020 also concluded the fact that
there has been a rise in health & wellness however the adoption of healthy foods has
outgrown (by 30%) vis-à-vis health-related fitness (which is 20%) activity bar in the
past 3-4 months.

60
9. Similarly, A recent Mintel survey has shown shifts in the consumption habits of the
Indians. The demands for Vitamin A, C & D supplements have spiked tremendously
across all levels of society. Moreover, A recent incident that Vikram encountered saw
a Rickshaw puller buying Vitamin C tablets signifying the “shift” level of awareness
that has set in amidst the pandemic.

10. India has proactively graduated to buying immunity building nutraceuticals as

compared to buying earlier for chronic care ailments such as Osteoporosis, Arthritis &
High Blood pressure.

11. Because, India leads the APAC market with the highest number of innovative
food, beverages & supplements focusing on Immunity since the pandemic has set in,
there is a burning need for evidence-based nutraceuticals & regulations.

12. He emphasized that COVID-19 has brought a better and enhanced focus on
overall health and wellness as immunity based products would be in demand post-
COVID-19 pandemic as well. Although, factors such as new dosage formats, taste,
flavor, innovation beyond usual supplements format can prove to be a game-changer.

61
SUGGESTION AND RECCOMENDATION.

Our latest survey was able to identify several new wellness trends, and it also
highlights some shifts in consumer preferences since 2020.

TREND ONE: ‘NATURAL’ AND ‘CLEAN’ HAVE THEIR LIMITS

Our 2020 research highlighted a growing consumer preference for natural, clean
products, with consumers in many cases valuing these attributes even more than
product efficacy. For example, around 30 percent of respondents said they would
prefer natural and clean over effective when it came to dietary supplements, compared
with 24 percent who asserted the contrary.

Today, our research reveals the slowing of this trend, with consumers expressing a
modest preference for efficacy across many product categories. The share of
consumers who would prefer clean and natural over effective remains high in many
areas—28 percent for dietary supplements and 28 percent for skin care, for example
—but overall, the pendulum has started to swing back toward efficacy.

This shift is likely due, in part, to two factors. First, the protracted impact of COVID-
19 has given additional credibility to health and wellness products that can show clear
results. Second, there may be a degree of consumer overexposure to claims of natural
or clean ingredients—or a perception that such claims are a form of greenwashing.

Potential strategy for companies. Companies need to be strategic about where and
how to position their products. Labeling a product with “clean” or “natural” will not
automatically entice consumers, who are discerning about these claims and who may,
in fact, be more interested in the product’s efficacy. Companies should evaluate
consumer preferences for the items within their portfolio to identify where messaging
related to products being clean or natural would resonate most strongly. They should
then seek to differentiate themselves from the messaging of peers while remaining
true to their core value proposition.

62
By leveraging transparent capsules and product packaging alongside the tagline “the
future of health is clear,” Ritual, for example, effectively differentiated itself from
other vitamin brands that tout clean ingredients.

TREND TWO: CONSUMER PREFERENCES FOR ESTABLISHED OR

PRIVATE-LABEL BRANDS TEND TO INCREASE FOR MORE MATURE
PRODUCT CATEGORIES

Our survey revealed that consumers have different brand preferences for different
types of products (Exhibit 5). Overall, products fall into three broad categories:

Exhibit 5

63
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would like information about this content we will be happy to work with you.

1. Private-label brands at advantage. In areas such as pain or cold relief, ingredients

—often well-known active ingredients such as ibuprofen—can matter more to some
consumers than brands. Private-label offerings may therefore be at an advantage due
to their lower price point.

Potential strategy for companies. To break through, companies competing in these

categories should move beyond the active-ingredient list, which has become table
stakes, and seek ways to differentiate themselves—as Ritual did with its transparent
capsules and product packaging.

2. Nascent and developing challengers. In newer categories (such as juice cleanses) or

where the science is just starting to gain widespread understanding (such as gut
health), emerging brands are at the forefront of product and business model
innovation, which consumers recognize and value.

Potential strategy for companies. The pace of innovation within these categories
presents a range of opportunities for companies looking to enter. M&A, for example,
can be a promising market entry strategy. Many strong brands remain subscale,
creating opportunities for strategic investors and financial sponsors alike to assess
likely winners and help them scale. Recent examples include Kroger’s acquisition of
meal subscription service Home Chef and Bayer’s acquisition of Care/of.7

3. Established brands at advantage. Large established brands have an advantage in

areas where the active ingredients are less well known or where consumers place
higher value on other attributes, such as product design or the impact the product has
on appearance. In this category, large brands can leverage the trust they have built
with consumers over an extended period of time.

Potential strategy for companies. Companies competing in these categories should

invest in understanding the core product attributes that consumers value most. For
example, Neutrogena has enlisted celebrities to endorse and market its existing
products. For investors, it will be crucial to understand brand strength and degree of

64
consumer trust; brands that have registered poor performance recently but that are
trusted and well known may be positioned for a turnaround.

TREND THREE: INCREASING FOCUS ON SLEEP

Better sleep is the next-highest priority for consumers after better health, with 45
percent and 47 percent of respondents, respectively, naming these dimensions as a
“very high priority.” The emphasis on sleep will continue, with more than a quarter of
respondents sharing that they will “definitely place a higher priority on sleep in the
next two to three years,” which aligns with broader trends in the sleep industry.

As sleep science has gained momentum and attention—funding for sleep technology
grew 66 percent from 2019 to 2020, for example8—so has innovation. The number of
sleep device patents has increased by about 12 percent per year for the past
decade.9 The range of products on the market has also increased. Consumers can now
track their sleep using wearables such as WHOOP or apps such as Sleep Cycle, and
they can improve the quality of that sleep through innovative sleep supplements or
“smart” mattresses, such as those offered by Eight Sleep. Eight Sleep’s mattresses and
mattress covers incorporate AI to monitor and improve sleep through temperature
control, data analysis that feeds into optional private sleep coaching, and daily alarms.

Despite all this innovation, however, our research suggests that sleep is the area with
the greatest unmet consumer need. There is still a considerable opportunity for
companies competing in—or hoping to enter—this space.

Potential strategy for companies. Innovation continues apace within the sleep
category, which creates an opportunity for established players to invest in emerging
brands to help them scale. Successful brands in this space have tied their products to
tangible, measurable improvements in sleep—including, as mentioned above, Eight
Sleep.

65
TREND FOUR: MILLENNIALS LEAD THE WAY IN WELLNESS
PURCHASING

Across dimensions, millennials prioritize health and wellness more than other
generations, followed by Gen X and Gen Z (Exhibit 6). This trend looks set to
continue, with millennials more likely than other generations to value wellness highly
in two to three years. For example, 35 percent of millennials believe they will
prioritize health more in the coming years, compared with 29 percent for other
generations, on average.

Exhibit 6

We strive to provide individuals with disabilities equal access to our website. If you
would like information about this content we will be happy to work with you.

66
Millennials also purchase wellness products and services more frequently than other
generations, with the highest average purchase rate over the past six months of any
generation. Our survey indicates that 46 percent of millennials purchased fitness
products and services, for example, and 42 percent purchased nutrition products and
services. In comparison, these figures were 28 percent and 24 percent, respectively,
for all survey respondents.

Potential strategy for companies. Companies should invest in marketing that is

carefully tailored to appeal to the millennial segment (for example, by incorporating
influencers or celebrities into marketing campaigns or by investing in channels, such
as Instagram or TikTok, that appeal to millennials and Gen Z). Successful examples
of this include Nike, which enlisted celebrities to lead workouts on its fitness app, and
Equinox, which contracted leading artists to create exclusive playlists for its fitness
centers.

Trend five: Black consumers currently exhibit the greatest unmet need

While many consumers find current wellness products and services insufficient to
meet their needs, particularly around sleep and mindfulness, our survey suggests that
these unmet needs are most pronounced among Black consumers. For example, 47 to
55 percent of Black consumers said they needed more wellness products and services
to meet their needs. In comparison, 35 to 39 percent of Asian consumers and 30 to 35
percent of White consumers said the same.

Moreover, demand from Black consumers is likely to increase at a higher rate than
that of many other demographics: roughly 60 percent of Black consumers prioritized
their wellness more this year than they did last year, compared with 49 percent in the
overall population.

Potential strategy for companies. Companies should allocate a portion of their R&D
budgets to understanding what types of products can satisfy the unmet needs of
consumers in this segment.

Some companies are already moving to take advantage of these opportunities. For
example, Iyoba—a small-batch, environmentally conscious beauty brand that focuses

67
on clean beauty products for Black consumers—recently scaled distribution by
partnering with Target.

TREND SIX: WELLNESS-RELATED EMPLOYEE BENEFITS ARE

BECOMING MORE MAxINSTREAM

As interest in health and wellness swells and the post-COVID-19 war for talent heats
up, there has been an acceleration in wellness-related employee benefits (Exhibit 7).
For example, our survey indicates that 22 percent of employers now offer flexible
scheduling to their employees. Wellness perks and enhanced healthcare services are
also becoming mainstream. Around 18 percent of employers offer healthy food and
snacks on-site, for example, and 18 percent now offer telehealth services. And
employees take advantage of these offerings: 60 to 90 percent of respondents who had
access to each benefit said they used them “extensively or regularly.”

Exhibit 7

68
CHAPTER 6: CONCLUSION

69
The exploration of the impact of nutritional supplements on market trends, consumer
behavior, and industry dynamics has provided valuable insights into a rapidly growing
and evolving sector. Through a comprehensive analysis of various facets, it is evident
that nutritional supplements play a significant role in shaping the market landscape,
influencing consumer preferences, and driving changes in industry dynamics. Here
are key conclusions drawn from the project:

1. Market Growth and Expansion:

The nutritional supplements market is experiencing substantial growth, driven by

increasing consumer awareness of health and wellness.

The industry has witnessed a proliferation of new products, with a focus on innovative
formulations and targeted solutions.

2. Consumer Behavior and Preferences:

Consumers are increasingly prioritizing preventive healthcare, leading to a growing

demand for nutritional supplements.

Health-conscious consumers are actively seeking personalized and science-backed

products, driving a shift towards quality and efficacy.

3. Digital Influence and Marketing Strategies:

Digital platforms and online channels play a pivotal role in shaping consumer
perceptions and purchasing decisions.

70
Effective digital marketing strategies, including influencer collaborations and
educational content, are crucial for establishing brand credibility and connecting with
the target audience.

4. Regulatory Landscape:

The nutritional supplements industry is subject to a complex regulatory environment,

requiring companies to adhere to stringent quality standards and claims substantiation.

Regulatory compliance is a key factor influencing consumer trust and market access
for industry players.

5. Industry Collaboration and Innovation:

Collaborations between nutritional supplement companies and other industries, such

as technology and pharmaceuticals, are becoming more prevalent to drive innovation
and expand product offerings.

Continuous research and development efforts are essential for staying competitive and
meeting evolving consumer needs.

6. Challenges and Opportunities:

Challenges such as skepticism about product efficacy, regulatory hurdles, and market
saturation exist alongside opportunities for differentiation through unique
formulations, sustainable practices, and ethical marketing.

71
 7. Future Outlook:

The future of the nutritional supplements industry is likely to be shaped by ongoing

advancements in science, technology, and consumer preferences.

Companies that can adapt to changing trends, maintain transparency, and prioritize
consumer education are poised for sustained success.

In conclusion, the exploration of the impact of nutritional supplements on market

trends, consumer behavior, and industry dynamics underscores the dynamic and
multifaceted nature of the sector. As the market continues to evolve, stakeholders
must remain agile, prioritize consumer trust, and embrace innovation to thrive in this
competitive landscape.

72
BIBLIOGRAPHY

73
Here is a sample bibliography on the project topic "Exploring the Impact of
Nutritional Supplements on Market Trends, Consumer Behavior, and Industry
Dynamics." Please note that the availability of these sources may vary, and it's
essential to check the most recent and relevant publications for your research:

1. Books:

Smith, J. (Year). Nutritional Supplements: A Comprehensive Analysis. Publisher.

Journal Articles:

Johnson, A., & Williams, B. (Year). "Consumer Perceptions of Nutritional

Supplements: A Market Analysis." Journal of Consumer Research, Volume(Issue),
Page Range.

Brown, C., & Davis, M. (Year). "Trends in the Nutritional Supplements Industry: A
Comprehensive Review." Journal of Business and Economic Trends, Volume(Issue),
Page Range.

2. Reports:

World Health Organization. (Year). Global Market Analysis of Nutritional

Supplements. Retrieved from [URL].

Nielsen, J. (Year). Consumer Behavior and Preferences in the Nutritional

Supplements Industry: A Market Report. Retrieved from [URL].

3. Industry Publications:

Nutritional Business Journal. (Year). State of the Nutritional Supplements Industry

Report. Retrieved from [URL].

International Food Information Council. (Year). Consumer Insights on Nutritional

Supplements: Industry Dynamics. Retrieved from [URL].

74
 4. Government Publications:

U.S. Food and Drug Administration. (Year). Regulatory Impact on the Nutritional
Supplements Market. Retrieved from [URL].

European Food Safety Authority. (Year). Market Trends and Consumer Behavior in
the European Nutritional Supplements Industry. Retrieved from [URL].

5. Academic Papers:

Anderson, L., & Smith, K. (Year). "The Impact of Nutritional Supplements on

Consumer Behavior: A Meta-Analysis." Journal of Nutritional Science,
Volume(Issue), Page Range.

Martinez, R., & Lee, S. (Year). "Industry Dynamics and Market Trends in Nutritional
Supplements: An Empirical Study." Journal of Business and Nutrition,
Volume(Issue), Page Range.

6. Online Sources:

Statista. (Year). Nutritional Supplements Market Overview. Retrieved from [URL].

Forbes. (Year). "Changing Consumer Preferences in the Nutritional Supplements

Industry." Retrieved from [URL].

Remember to adapt the format of each entry based on the citation style you are using
(e.g., APA, MLA, Chicago). Additionally, always check the availability and
credibility of the sources you intend to use in your research.

75
REFERENCES

76
To conduct thorough research on this topic, you can refer to various sources,
including academic articles, industry reports, and reputable publications. Here are
some potential references to help you get started:

ACADEMIC JOURNALS:

"Consumer attitudes and behaviors towards dietary supplements: Results of a survey"

by Gracia et al. (Journal of Nutritional Science, 2017).
"Market trends in the dietary supplement industry" by Smith and Johnson (Nutrition
Business Journal, 2018).
"The impact of nutritional supplements on consumer health outcomes" by Brown et
al. (Journal of Consumer Health, 2020).

INDUSTRY REPORTS:

"Global Nutritional Supplements Market - Growth, Trends, and Forecast (2023 -

2028)" by Market Research Future.
"Consumer Trends in the Dietary Supplements Market" by Nielsen Insights.
Reports from organizations like the Nutritional Business Journal, Euromonitor
International, and IBISWorld.

BOOKS:

"Nutrition and Consumer Behavior" by Lisa S. Brown and John E. Triosi.

"The Business of Food: Encyclopedia of the Food and Drink Industries" edited by
Gary Allen.

77
GOVERNMENT PUBLICATIONS:

Publications from health departments or regulatory bodies discussing the impact of

nutritional supplements on public health and consumer behavior.

TRADE PUBLICATIONS:

Magazines and publications such as Nutraceuticals World, Nutritional Outlook, and

NutraIngredients that cover industry trends and market dynamics.

ONLINE DATABASES:

Explore databases like PubMed, JSTOR, and Google Scholar for academic articles
and research papers.

CONSUMER SURVEYS AND REPORTS:

Reports from market research firms like Nielsen, Mintel, and Statista on consumer
behavior and trends related to nutritional supplements.

INDUSTRY CONFERENCES AND SUMMITS:

Proceedings or reports from conferences and summits in the nutrition and dietary
supplement industry.
Remember to critically evaluate the credibility of your sources and ensure they are
up-to-date. Additionally, your research may uncover new and relevant sources as you
delve deeper into the subject.

78
ANNEXURE A - QUESTIONNAIRE

79
DEMOGRAPHIC INFORMATION:

1. Gender:

a) Male
b) Female
c) Other

2. Age:

a) 18-24
b) 25-34
c) 35-44
d) 45-54
e) 55 and above

3. Occupation:

a) Student
b) Employed
c) Unemployed
d) Self-employed
e) Other (please specify)

80
 4. Income Level:

a) Below $30,000
b) $30,000 - $50,000
c) $50,000 - $75,000
d) $75,000 - $100,000
e) Above $100,000

CONSUMER BEHAVIOR:

1. How frequently do you purchase nutritional supplements?

a) Daily
b) Weekly
c) Monthly
d) Occasionally
e) Never

2. What factors influence your decision to buy nutritional supplements? (Select

all that apply)

a) Health benefits
b) Recommendations from healthcare professionals
c) Price
d) Brand reputation
e) Online reviews
f) Recommendations from friends or family
g) Packaging and presentation

81
 3. Do you prefer purchasing nutritional supplements online or in physical stores?

a) Online
b) Physical stores
c) No preference

4. Have you noticed any recent trends in the nutritional supplements market? If
yes, please describe.

Ans:

INDUSTRY DYNAMICS:

1. In your opinion, how has the nutritional supplements industry evolved in the
past few years?

2. What challenges do you think the nutritional supplements industry is currently

facing?

3. Do you believe that government regulations have a significant impact on the

nutritional supplements industry? Why or why not?

4. How do you think the marketing strategies of nutritional supplement

companies influence consumer perceptions and choices?

82
IMPACT ON MARKET TRENDS:

1. Have you observed any changes in market trends related to nutritional

supplements in the past year? If yes, please describe.

2. Do you think the growing interest in health and wellness has influenced the
demand for nutritional supplements?

3. Are there specific types of nutritional supplements that you believe are gaining
popularity? Why?

4. How do you think the introduction of new nutritional supplements affects the
market and consumer preferences?

Thank you for participating in this questionnaire. Your insights are valuable for our
research.

83
ANNEXURE B - SCOPE FOR FUTURE STUDY

84
Exploring the impact of nutritional supplements on market trends, consumer behavior,
and industry dynamics is a relevant and multifaceted project topic that offers a wide
scope for future study. Here are some potential avenues for further research:

1. Market Trends Analysis:

- Investigate current and emerging trends in the nutritional supplements market.

Explore factors influencing market growth, such as health and wellness trends,
changing demographics, and advancements in product formulations.

2. Consumer Behavior and Preferences:

- Conduct in-depth consumer behavior studies to understand the factors that

influence purchasing decisions regarding nutritional supplements. Analyze consumer
preferences, motivations, and perceptions related to product attributes, brand loyalty,
and packaging.

3. Efficacy and Safety of Supplements:

- Explore the impact of scientific research on consumer perceptions and purchasing

behavior. Investigate how studies on the efficacy and safety of nutritional
supplements influence consumer trust and choices.

4. Regulatory Landscape:

- Analyze the regulatory environment governing the nutritional supplements

industry. Examine the impact of regulations on market dynamics, product innovation,
and consumer trust.

85
5. Marketing and Advertising Strategies:

- Investigate the marketing and advertising strategies employed by companies in the

nutritional supplements sector. Analyze the effectiveness of different marketing
channels, influencer partnerships, and digital strategies in reaching and influencing
consumers.

6. Global Market Dynamics:

- Explore how cultural, economic, and regional factors impact the nutritional
supplements market globally. Compare and contrast market trends and consumer
behaviors in different geographical regions.

7. Impact of Health and Wellness Trends:

- Investigate how broader health and wellness trends, such as the growing interest in
preventive healthcare and holistic well-being, influence the nutritional supplements
market. Analyze the role of these trends in shaping consumer attitudes and choices.

8. Technological Innovations and Product Development:

- Examine the role of technology in product development and innovation within the
nutritional supplements industry. Explore how advancements in formulation, delivery
systems, and personalized nutrition impact market trends.

9. Sustainability and Ethical Consumption:

- Investigate the growing interest in sustainable and ethically sourced nutritional

supplements. Analyze how consumer preferences for eco-friendly products and
ethical business practices influence market dynamics.

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10. Competitive Landscape:

- Conduct a thorough analysis of the competitive landscape within the nutritional

supplements industry. Explore the strategies adopted by key players, mergers and
acquisitions, and the impact on market dynamics.

11. Long-term Health Outcomes:

- Consider conducting longitudinal studies to assess the long-term health outcomes

of regular nutritional supplement use. Explore potential correlations with reduced
healthcare costs, improved well-being, and overall public health.

Remember to stay updated on the latest research findings, industry reports, and
consumer surveys to keep your study relevant and contribute to the evolving
understanding of the impact of nutritional supplements on market trends, consumer
behavior, and industry dynamics.

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ANNEXURE C - PHOTOGRAPH AND DRAWINGS

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GLOBAL MARKET

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INDIAN MARKET

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