The market for food supplements and vitamins is booming. Not only talented athletes, but also consumers in general are placing a stronger focus on health and fitness and are taking dietary supplements from the pharmacy or drugstore with increasing regularity.
Particularly in the USA and Asia, fast growth is expected in this market over the coming years. Studies predict a market volume of $56.7 billion dollars by 2024, corresponding to an annual growth rate of 7.6%.

More and more people are paying attention to their health and wellbeing, outside of deviating from their living and eating habits. In addition, we are dealing with a continuously aging population, who want to ensure physical and mental fitness into old age.
This desire to stay fit and healthy, is driving the use of food supplements in the form of tablets, capsules, and ampoules. Many people are already taking a mix of different dietary supplements in order to ensure the best possible care. But In a society that travels frequently, from business trips to vacations and short trips, regular intakes can be challenging.

Increasingly, food supplement manufacturers are following this trend and offer personalized food supplements, whether in the form of vitamin subscriptions or specially composed capsules and liquids. This offers great potential for patient-specific secondary pouch packaging. A large proportion of the supplements are offered in pill or capsule form (approx. 55% in 2018) and are therefore well suited for pouch packaging. The vitamin packs are then, similar to the drug pouches, adapted to the respective time of intake and can be conveniently taken anywhere.

However, there are also some differences compared to medication packaging: There is a stronger focus on the design of the pouches, as they are a lifestyle product – important esthetics for users are a colorful design and biodegradable packaging. Less strict regulations also apply here than for drugs.
Offering individual vitamin packs can represent a major competitive advantage in the fiercely contested growth market for dietary supplements, enabling individual suppliers to stand out with a unique value proposition from the local drugstore and the many other suppliers and start-ups. In the USA, pouch packaging supplement manufacturers already exist who have discovered this market niche and offer pouched supplements to consumers. Persona Nutrition, for example, offers personalized vitamin packs or Vous Vitamins produces personalized vitamins for individual needs. Especially for people who travel a lot, for families, but also for older people, the advantages of such an offer are obvious: simple, practical, and individual.