According to the third installment of a biennial survey L.E.K. Consulting conducted on the healthy living marketplace, U.S. adult consumers spend, on average, a reported $635 on nutritional supplements each year: $433 on vitamins, minerals and herbal supplements (VMS), and $202 on sports nutrition products. And yet, within both categories, there is still room for further growth.

Indeed, when asked about their prior month’s purchases, just 55% of consumers who make H&W a priority said they bought VMS, and only 25% had purchased sports nutrition products. In other words, for retailers and brands there are some significant opportunities — and even a lurking threat — to be found.

For additional insights, please see the Top 8 Insights From the 2018 Beauty, Health & Wellness Survey, the 2016 Health & Wellness Survey, and the two-part 2015 Health & Wellness Study: “The Many Faces of H&W Consumers” and “Six Ways to Win With H&W Consumers.”

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