Data: NielsenIQ U.S. xAOC; Note: Tracked sales from brick-and-mortar stores; Chart: Jacque Schrag/Axios
Sales of supplements, which typically contain multiple ingredients, are outselling main-ingredient vitamins (think: vitamin C or D capsules), according to data from NielsenIQ.
Why it matters: Consumers are pouring more money into products promising weight loss, sleep and stress relief — part of a bigger global shift toward spending on wellness.
Zoom out: Globally, 82% of consumers say health product labels need to be more transparent, and a quarter cite lack of trust in effectiveness as a barrier to healthier choices, according to NIQ's Global Health & Wellness Trends report.
