How has the global focus on wellness and preventive health influenced the growth of the VMS market?
Since COVID-19, we are seeing consumers taking a more active role in managing their health and an increased demand for VMS and wellness products globally. For instance, during the pandemic one in four consumers in the US and UK, and 40% of Chinese consumers, started taking immunity supplements (Cargill, 2021: New study finds consumer interest, demand for products that support the immune system increased since pandemic began | Cargill). We are also seeing a more health-conscious population integrating VMS into their daily routines, with 60% of global consumers taking vitamins daily and 55% using supplements to maintain a health-life balance( Fortune Business Insights: Vitamins and Supplements Market Size & Global Report, 2032).
We expect the VMS market to grow significantly to around $250 billion by 2032, so there is a huge opportunity here for our brands in this category.
What are the most significant trends currently shaping the wellness and VMS market, and how is Haleon innovating to meet consumer demands?
The market is constantly evolving, but key trends stand out. First, consumers are looking for convenient ways to integrate VMS into their daily routines, which is driving the need to develop new formats. Gummies reshaped the industry 15 years ago, and we continue to see new and emerging preferences across the world. For example, with people living busy lifestyles and looking for convenient immune support, we developed Emergen-C Crystals in the US, a no-water-needed immunity supplement designed for easy, on-the-go use.
There is also a rising demand for supplements that support health span. With people living longer, consumers want to ensure they are also healthy as they age. Over the past couple years, we had landmark clinical data for Centrum Silver that shows cognitive support in older adults, which was really a huge breakthrough for multivitamins. Also, in the space of mobility, obviously a huge aspect in being healthier longer, we have Caltrate which has expanded into mobility with the launch of Caltrate Pro to support mobility and movement overall.
Demand for personalized health solutions is also growing. In particular, more consumers are seeking wellness products tailored to factors such as gender, age, and local flavors and ingredients. To help meet this need in China, Centrum launched daily nutrition kits tailored to life stages using natural, local ingredients, and in South Korea, we introduced similar targeted solutions.
It’s also important to recognize the emerging trend of gut health, as more people become aware of the significant impact the gut has on overall health. As a leading player in the VMS category, and the world’s largest digestive health manufacturer, we have been expanding beyond reactive solutions. For example, our Brazilian heartburn brand Eno now includes probiotics, and Centrum Probiotics has been introduced in select markets to support gut health proactively.
Scientific rigor is critical in the VMS industry. How does Haleon ensure its products are backed by research?
Scientific evidence is fundamental to our approach. We prioritize clinical research communicated by trusted healthcare professionals and experts to support our innovations and build consumer trust. As a result, one of our key differentiators is the advocacy and recommendations our brands receive. For instance, Centrum is the #1 doctor recommended brand in many of our markets. The landmark clinical data on Centrum Silver for cognitive support is a prime example. Consumers are increasingly valuing clinical validation to ensure the products they use are reliable and effective over previous trends like “clean label” products.
We are focused on bridging the gap between research and consumer understanding. As interest in clinical evidence grows, we are making sure we communicate these scientific findings to consumers in a way that is meaningful and easy-to-understand. We collaborate with health care professionals and experts to strengthen our claims and provide clear, research-backed information.
The supplement market is highly fragmented. How does Haleon differentiate itself?
With the top 20 players accounting for only 23% of the market, the VMS industry is highly fragmented. We differentiate ourselves through our scientific capabilities which help us drive strong claims and expert advocacy. Our extensive clinical research and trusted relationships with healthcare professionals ensure that we maintain credibility and consumer trust.
Centrum, for example, is the most clinically studied multivitamin brand in the world. Recent meta-analysis from the COSMOS study further supports its benefits to improve cognitive health in older adults. We also run condition awareness initiatives through our brands to educate consumers and improve health literacy. For example, in China, Caltrate has partnered with the government since 2014 on a bone health program, which engages and educates health professionals and consumers on the importance of bone health, osteoporosis and fracture prevention.
What do you see as the biggest challenges and opportunities in the VMS market over the next five years, and how is Haleon positioning itself to lead?
One of the most significant global health challenges is the micronutrients missing from our dietary intakes, with micronutrient deficiencies affecting one-third of the population and increasing the risk of chronic diseases (Passarelli_etal_2024_LancetGlobalHealth.pdf).
Missing micronutrients are not only a result of our dietary choices in today’s fast-paced, on-the-go world, but getting adequate micronutrients is also becoming more difficult due to soil erosion, farming practices, and climate change. For example, data from America shows that garden crops have up to 38% lower nutrient levels compared to 1950 (Changes-in-USDA-food-composition-data-for-43-garden-crops-1950-1999.pdf).
To help address this, we are collaborating with experts to raise awareness and bridge nutritional gaps. Centrum plays a key role in this effort, leveraging our trusted relationships with around three million healthcare professionals worldwide who recognize the efficacy and strength of our products and recommend them to consumers. Accessibility is also a priority. In Brazil, we launched Centrum Essencial at a lower price point with essential vitamins and minerals to improve affordability, along with single sachets for Centrum immunity and energy benefits. We also expanded into India and Egypt in recent years, where we have been driving awareness campaigns on micronutrient deficiencies with the aim of making self-care more achievable, inclusive and sustainable. Similarly in the Philippines, we recognize the importance of advocacy from health professionals in the local market, so Centrum has had a strong expert program for kids and adults, through pediatrics and GPs, who recommend our products in the market.
