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The vitamin C supplement category continues to accelerate globally, with analysts projecting the market to grow by $5.73 billion between 2024–2029 as consumers prioritize immune resilience and preventative wellness. (Technavio)
Industry momentum is increasingly shifting toward delivery innovation, especially liposomal and encapsulated formats designed to improve absorption and reduce GI discomfort. (Pharmacy Times)
Today's wellness consumers increasingly expect your products to do more than contain premium ingredients, they expect them to perform. That shift is driving growing interest in delivery technologies that support absorption, simplify claims communication, and help brands stand apart in crowded categories. Technologies like liposomal delivery and advanced encapsulation systems are increasingly becoming part of that conversation. (NutraIngredients.com)
Consumers say they want “immune support,” but what they're increasingly buying is confidence: confidence that the ingredient is actually getting absorbed, confidence that it's worth the premium price, and confidence that the science sounds modern. (Supplysides)
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