As announced via a Business Wire release, direct-to-consumer personalized vitamin brand Care/of has launched their first brick-and-mortar line of products in partnership with Target. The brand’s offerings are backed by scientific research as well as informed by direct feedback from consumers—on their brand website, a quiz helps customers find which vitamins are right for them. As described in the press release:

“Care/of will debut a new vitamin line at brick-and-mortar Target retail locations and The new line, which includes three multivitamins (Multivitamin for Women, Multivitamin for Men, and Prenatal) and five benefit-led blends (Sleep, Immunity, Relaxation, Energy, and Focus), was created based on insights learned from the six million people who have taken Care/of’s quiz over the past four years. The mix and match system makes it easy for Target shoppers to build a custom vitamin routine based on what’s most important to them.”

The Hartman Group has been studying consumer use of vitamins, minerals and supplements as a key element of wellness lifestyles for over 20 years and has seen the pandemic influencing a rise in use of such products. Our Functional Food & Beverage and Supplements report found 31% of consumers aware of COVID-19 saying they were taking more supplements due to pandemic influences, and our Health & Wellness 2021: Reimagining Well-being Amid COVID-19 report finds that supplementation remains a popular approach to both alleviate existing health symptoms and procure a sort of “insurance” in times of public health uncertainty.

Care/of’s offerings at Target continue their highly personalized approach to helping consumers build a vitamin routine with targeted blends designed to be mixed and matched. The expansion of Care/of in partnership with Target demonstrates increasing consumer desire for customization and personalization in wellness products. Mix-and-match offerings and tools like product quizzes are tangible strategies to make consumers feel that the product and purchase experience is tailored to their specific needs. In addition, the brand’s foray into brick-and-mortar retail—particularly with Target as a partner—demonstrates an expansion in accessibility of this type of offering from being available solely online to a widely distributed retail presence.

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