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Half of Millennials are Taking Vitamins and Supplements: Mintel

Millennials say supporting their overall physical health and immune system are driving usage.

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By: Lianna Albrizio

Associate Editor

The use of vitamins, minerals and dietary supplements (VMS) among Americans is on the rise.    According to new research from global market research firm Mintel, among the 78% of Americans who are vitamin users, a third (34%) have increased their usage since the start of the COVID-19 pandemic, including nearly half (47%) of Millennials. In line with consumers overall, Millennials say supporting their overall physical health (66%) and immune system (62%) are the top two reasons for VMS us...

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