Personalization of Vitamins and Supplements
There are a number of consumer trends that had already begun prior to 2020 that were accelerated by the COVID-19 pandemic. These include the desire for the instant gratification that same- and next day-home delivery models satisfy, and the home improvement trend that was originally driven by a move towards “nesting.”
One big mega-trend that piggybacks onto the increase in me-centered consumer expectations is that of personalization. This desire for personalization is showing up in many industries, including the vitamins and dietary supplements field. Thanks to the pandemic, many consumers are now extremely focused on their personal health, and to support this they’re looking for products that meet their own specific nutrition, lifestyle and medical needs.
What’s driving the personalization trend?
On the consumer side there’s an increased push-back against mass-oriented products. We’re also seeing a focus on vitamins and dietary supplements in general, a greater interest in “googling it” when confronted with health-related questions and an increased commitment to self-care and health ownership. All of these things are helping to drive the demand for personalization.
What are the three main categories of vitamins and supplements personalization?
In the vitamins and supplements field, “personalization” can mean anything from age- and gender-specific packets of capsules to fully bespoke products. As explained in Euromonitor International’s “Personalisation in Vitamins and Dietary Supplements” report1, marketing for personalized vitamins and supplements currently focuses on three main product categories:
Basic customization based on demographics
These are mass-produced products, such as “multi-vitamins for women over 50,” with very limited personalization, no guidance or consultation, and, generally, store-based sales.
Personalized combinations of mass-produced pills
These vitamins and supplements are often sold in bundles or via subscriptions, with choices made based on questionnaires or diagnostics.
By “democratizing personalization” with competitive prices and quick analytics, these products are leading the pack, driving demand, especially amongst middle-income consumers.
Fully bespoke “precision” pills
These capsules are formulated specifically for the consumer based on DNA and/or microbiome testing. Needless to say, marketing for these niche products focuses on those who have the ability to afford their very high prices.
What is the market size for personalized vitamins and supplements?
While the exact market size is very difficult to determine, much is known about this market and the factors driving it, such as…
Increased desire for personalized products in general
In Euromonitor International’s 2021 “Voice of the Consumer: Lifestyles Survey,” over 50% of the 40,000+ respondents worldwide indicated an interest in products and services tailored to them2. Gains in this interest in personalization took place across all geographies and age groups. The greatest interest is seen amongst those referred to as “digital consumers,” meaning people who use the internet for purchases and recommendations. This makes sense, as purchasing personalized capsules and other products usually must be done online.
Correlation between interest and income level
The Euromonitor survey showed that, at each income bracket above US $20,000 per year, at least 50% of consumers expressed interest in personalized products. Higher levels of income were then associated with even greater interest. This bodes well for the “precision” products, as the consumers who are most able to afford them are the ones who are most likely to want to purchase them.
Willingness to share personal data with private companies
On the negative side, worldwide only 30% of consumers say that they are comfortable sharing personal data—such as the data necessary for vitamins and supplements personalization—with private companies. However, this willingness is highest in countries that are heavily online (such as China, India and the U.S.), and it is “digital consumers” who are most likely to purchase personalized vitamin and supplement capsules.
How can empty capsules support personalization?
In part, because they offer a wide range of customization options, two-piece empty capsules are an ideal choice for encapsulating these personalized products. Capsules can be customized based on:
Capsule ingredients
For most vitamin and supplement formulations the vegan/vegetarian HPMC capsules are the most popular option. This is because vegan/vegetarian capsules such as K-CAPS®, which are also GMO-free, Kosher and Halal, meet a broad range of special dietary needs and preferences.
Size
Empty capsules are available in every standard pill size.
Color
Essentially any color is possible. In addition to a broad range of standard colors, some empty capsules manufacturers can also make capsules to match any PMS (Pantone Matching System) color.
Flavor
In situations where using vegan/vegetarian capsules is not a necessity, you can even offer consumers the option to personalize the flavor of the capsules themselves. Some companies like CapsCanada’s or Capsuline offer unique Flavor gelatin capsules that are available in fruit, berry, coffee, mint and bubblegum flavors.
Education and guidance is vital
Whether you’re marketing personalized combinations of mass-produced capsules or fully bespoke “precision” pills, be prepared to offer consumers help in making the right purchase choices. Many companies even have nutritionists and wellness consultants on staff to help consumers determine what is best for them.
Reference
1 Euromonitor International, “Personalisation in Vitamins and Dietary Supplements,” December 2021
2 Euromonitor International, “Voice of the Consumer: Lifestyles Survey,” 2021
