Vitamins and dietary supplements saw a high value growth in 2015-2020 due to an increased demand from consumers looking for products related to both immunity and general health. COVID-19 left the industry in a reactive state, with many categories and ingredients limited as consumers focused on the coronavirus. E-commerce doubled in value sales over 2015-2020, mainly due to consumers not wanting to visit stores during the pandemic. This is going to change the landscape of consumer health distribution and store based retailers are experimenting with various strategies to retain customers.

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