Puritan's Pride throws hat in vitamin packs ring

By Danielle Masterson

- Last updated on GMT

Puritan's Pride throws hat in vitamin packs ring

Related tags personalized nutrition Personalization vitamin packs

Nature Made, Vous Vitamins, Care/Of, Persona and Vitally are just a handful of the growing number of brands offering personalized vitamin packs. And after nearly half a century in the vitamins and supplements business, Puritan's Pride has hopped on the personalized nutrition bandwagon.

The global personalized nutrition market size is projected to grow from $8.2 billion in 2020 to $16.4 billion by 2025, at a compound annual growth rate (CAGR) of 15% during the forecast period, according to MarketsandMarkets​. The market research company cited increasing demand for personalized solutions due to the rising health awareness, aging population across regions, and shifting consumer trends as key contributors to the market growth. 

Capitalizing on the momentum from this market projection is Puritan's Pride. The company recently announced its new personalized vitamin packs subscription program which involves a 5-minute online quiz.

Subscription model 

Speaking to NutraIngredients-USA,​ Joseph Rowland, President of Puritan’s Pride, said that the questions in the quiz focus on a customer’s self-identified needs and health goals in order to tailor the best recommendations, covering a wide range of areas. 

“For instance, there are biological questions around age and gender, dietary questions that discuss nutrient intake and food sensitivities, and lifestyle questions addressing activity levels and sleep behavior,”​ Rowland said.

“The ingredients included are determined by the results of the assessment quiz, and are selected from our wide assortment of high-quality vitamins and supplements. There are many popular ingredients in the assortment, including Vitamin B-12, Turmeric with Bioperine, Lutein, Elderberry and definitely Probiotics, to name a few. All of the ingredients address specific areas of health, such as heart health, brain health, immune support and many more.”

Rowland added that since the supplement combinations are determined by the individual’s answers on the assessment quiz and the amount of supplements in each pack varies, the amount of combination possibilities are endless. 

The price factor 

The Personalized Vitamin Packs subscriptions vary in price by individual needs, but typically go for about $55 a month. 

“Puritan’s Pride has always been one of the most affordable and highest quality vitamins and supplements brands in the market. We pride ourselves on providing a wide range of vitamins and supplements to support our customers’ health and wellness goals. With the launch of Personalized Vitamin Packs, we are excited to bring our affordability into the personalization space. We can offer our customers a place to start their health and wellness journey and feel confident they are getting what they need to support their lifestyle at a reasonable price,”​ said Rowland.

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