Since the advent of the first commercially available vitamin tablets in the 1930s, the supplements and nutraceuticals space has undergone some of CPG’s most profound innovation in product development and marketing. Today, demand for supplements goes well beyond their initial appeal as a solution to nutritional gaps in the average American diet.  

Understanding how supplements interplay with consumers’ lifestyle aspirations and consumption behaviors is critical for all CPG marketers and leaders, not just those in the supplements business. This thought piece offers a consumer-driven understanding of the key dimensions shaping the future of supplements: from benefits to formats to ingredients and beyond.