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2021 Private Label Projections: What Supplement Brands Should Know for the New Year

Industry by Rosemary Tambini on November 12, 2020

2021 Private Label Projections: What Supplement Brands Should Know for the New Year

The National Health and Nutrition Examination Survey (NHANES) has released new data and the U.S. Dietary Guidelines Advisory Committee have unveiled its 2020 Scientific Report, which will inform the development of 2020-2025 Dietary Guidelines for Americans. These findings will help you navigate which private label supplements you offer in the New Year!

Trends of supplement usage were observed during the periods of 2009-2010 and 2017-2018. Use of two or more dietary supplements increased from 4.3% during 2009-2010 to 7.1% during 2017-2018.


Children aged 2-5 years were more likely to use dietary supplements (43.3%), followed by those aged 6-11 years (37.5%), and 12-19 years (29.7%). Compared to data from 2009-2010, that from 2017-2018 showed a stark increase in usage among those in the 12-19-year-old age group, leaping from 22.1% to 29.7%.

Multivitamin Status

Researchers reported that, “as with previous studies, multivitamin-minerals were the most frequently used dietary supplement products, with multivitamin-mineral products used by 23.8% of children and adolescents.” Multivitamins remain popular among adults as well.

Age is accounted for again, as a portion of the U.S. population aged 51 years experiences nutritional deficiencies, with obesity contributing to such inadequacies. While non-obese consumers of multivitamins were more likely to avoid clinical deficiencies, it was suggested that multivitamins may be increasingly important for older adults who are obese, as their requirements for vitamins B6 and D may be higher than the established dietary reference intakes.

Private Label Indications

Vitamin D

It was established that diet alone is not enough when it comes to vitamin D intake. Haiuyen Nguyen, senior director of scientific and regulatory affairs of the Council for Responsible Nutrition (CRN), stated that “vitamin D inadequacy is associated with osteoporosis, but vitamin D isn’t available in many of the foods Americans eat. Even with a healthy diet, it may be difficult to get vitamin D in recommended amounts, and supplementation may be advisable.”

While American diets are often too high in calories and too low in essential nutrients like calcium, potassium, and dietary fiber, there is also a downward trend in consumption of dairy foods, which are a significant source of Vitamin D. That is not surprising, with the rising number of people turning to vegan lifestyles or simply diets void of dairy. It seems any way you cut it, vitamin D is something you will want in your launch lineup.


Did you know that most age groups are lacking adequate choline levels? The Dietary Guidelines Advisory Committee highlighted the importance of choline in pregnant and breastfeeding women, infants, and toddlers. It is crucial to healthy fetal development and cognitive function in infants and toddlers, making your next prenatal product a perfect supplement to offer mothers and pregnant women.


Nguyen noted that CRN recommended that the Dietary Guidelines advise pregnant and lactating women to follow guidance from a healthcare practitioner when taking supplements to meet nutritional needs not met by food. Opportunity abounds for supplement brands to serve pregnant and lactating women, as 95% of those pregnant fail to meet the recommended daily intake of iron without supplementation, making iron one nutrient of public health concern for women who will soon become pregnant, especially.

Closing the Gap

The 2020 Scientific Report concludes that Americans of various demographics are deficient in several nutrients and that “nutrition-related chronic health conditions are common across every life stage among [them].” 41% of children under 19 years of age, and 71% of adults over 19 years of age, are overweight or obese. 81% of Americans consume less than the recommended daily intake of fruit, 90% of Americans consume less than the recommended daily intake of vegetables, and 88% of Americans consume less that the recommended daily intake of dairy.

While the top five contributors to caloric intake among the general population are sugary drinks, savory snacks, burgers, pasta, and desserts, changing diet alone cannot solve deficiency issues. With 2021 right around the corner, vitamin D, choline, and iron are three major nutrients to think about having manufactured by an award-winning service provider. We are ready when you are!


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