
Published 02 August 2023
Post-pandemic Americans are shifting from foundational health and immunity aids to products that support fitness and active lifestyles, according to a Health & Wellness Trends report from US supplements seller The Vitamin Shoppe. Echoing themes in our Vitamins & Supplements Sector Outlook 23/24, this evolution is fuelling the retailer’s sports nutrition and hydration-boosting products. We highlight key insights.



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Tea is more than pulling its weight globally as a conduit for flavour and functionality, with brands creating formulations that appeal to today’s time-strapped consumers. Tea’s wellness properties are also manifesting in day-to-night adaptogenic ranges, elevated kombucha varieties and tea-based alcohol alternatives....