
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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The beer category is bursting with creative energy. As brands lean into premiumisation to drive value, they're crafting functional formulations, standout packaging for every lifestyle occasion and boldly inventive flavour profiles to win over adventurous drinkers.