VITAMIN A MARKET ANALYSIS

Market Concentration and Competitive Landscape

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Growing health consciousness drives demand for nutritious foods

In recent decades, populations around the world have been gaining a greater appreciation for how diet and nutrition impact health and well-being. With easy access to online health information, consumers are more knowledgeable than ever about the role vitamins, minerals, and other micronutrients play in promoting health and reducing disease risk. As incomes rise in emerging economies, people are also able to devote more disposable spending towards nutritious, high-quality food products. The paradigm is gradually shifting away from a focus purely on calories and towards the nutrient density of foods. In developed nations, an aging population concerned with chronic disease prevention and longevity is driving the demand for fortified, supplemented, and functional foods containing antioxidants and immune-supporting ingredients. There is fueling interest in value-added products offering specific health benefits beyond basic sustenance. Manufacturers have responded with a wide variety of fortified foods, supplements, and nutraceuticals targeted at nutrition-conscious consumers. As the association between good nutrition and health outcomes stays top-of-mind for shoppers, the demand is likely to continue increasing for accessible, convenient ways to intake important micronutrients like vitamin A through dietary modifications and supplements.