Vitamin Start-Ups Pull Industry Into The 21st Century

Half of all Americans take a daily vitamin or supplement. But, despite that, the vitamin industry has been slow to adapt to evolving consumer trends. Now, thanks to a blend of lifestyle branding, wellness influence, and retail convenience, the vitamin industry is advancing into the 21st century with numerous changes. Start-up Care/of, for example, last year launched customizable vitamin packs that offer "honest guidance and better ingredients." Users are quizzed about their age and lifestyle, then sign up for a $30/month subscription to a custom vitamin blend. The Ritual brand also offers vitamin blends by subscription, targeting Millennial women. The bright branding is vastly different from traditional supplements. Ritual's products contain few ingredients, and their sources are well-documented.  [ Image credit: © Ritual ]