Page 2 - Ayatana Product Offering

DIETARY SUPPLEMENTS IN THE US - TOPLINE CATEGORY ANALYSIS
In 2017 vitamins and dietary supplements grows by 5.4% in current value terms to reach sales of US$43.2 billion
DATA TRENDS
• Vitamins and dietary supplements continued to perform well in 2016, posting current value growth of 5% to reach sales of US$27.6 billion. • Demand for vitamins and dietary supplements remained positive in the US despite recent debates about the purity, health benefits and efficacy of these products. Due to high healthcare costs and an increased emphasis on preventative care, consumers are willing to spend on vitamins and dietary supplements in addition to their regular foods to maintain their health.
• Other factors, such as an ageing population, increasing consumer engagement with health and wellness, new product launches and the improved accessibility of products through various distribution channels also supported category growth.
CONSUMER PROFILE / LIFESTYLE OVERVIEW - CASUAL OR DEDICATED PRACTITIONERS OF YOGA
• Yoga practiced at increasing rates across all age groups
• Main drivers of folks practicing yoga is inherently the same as those interested in natural wellness products....
*self empowerment to improve one’s own health, wellness and quality of life.
*quest of discovery for alternative wellness practices or products
• Top drivers of yoga include flexibility (61%), stress relief (56%), general fitness (49%), improve overall health (49%) and physical fitness (44%) EuromonitorInternational