Once relegated to the crunchy aisles of health-food stores and mass-market pharmacies, vitamins and supplements — fresh off a makeover — are storming the start-up scene.
Unusually stylish brands including Ritual, Olly, Hum Nutrition, Care/of and Goop Wellness have launched throughout the last year to cater to an increasingly health-focused consumer, and it seems to be paying off. The global dietary supplements market was valued at $133 billion in 2016 and is expected to reach $220 billion by 2022.
“There is currently a massive market of health-conscious people in our society. Not only are the baby boomers and Gen Xers aging and looking for any remedy along the way, but the following generations have grown up watching it happen,” said Kelly Jo Sands the executive vice president of marketing technology at marketing agency Ansira. “Quick fixes are on the rise — like plastic surgery and injectables, new fitness workouts and wearable devices — but most notably are the supplement and vitamin categories, as they continue to see explosive sales growth.”
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