The arrival of the pandemic in 2020 brought a series of changes that still affect the lives of entrepreneurs and consumers today. An unexpected yet optimistic effect was an increase in the market for natural products and dietary supplements.

Data in hand, we can say that overall sales related to natural and organic products reached 272.14 billion dollars in 2021. Of these, the food supplement market alone absorbed $59.91 billion, a number set to grow further according to expert estimates.

But what is this growth due to?

First, we must consider that the pandemic has prompted consumers of all ages to keep their health and well-being under control. Hence the desire to venture into the world of natural and correct nutrition, starting with the integration of vitamins and minerals.

Vitamin sales increased by 22.3% in 2020, ending 2021 $5 billion higher than in 2017. In particular, vitamin D is expected to grow even faster than vitamin C, with a 72.6% increase in sales compared to 2017.

In addition to the need to maintain a healthier lifestyle, however, the pandemic has brought other consequences such as high stress, anxiety, insomnia, and appetite fluctuations.

These imbalances in the psycho-physical balance will lead, by 2025, to an increase in the consumption of herbs and supplements and the e-commerce sale of these products is expected to be significantly bigger than in-stores.

The growth of the food supplement market has shed light on consumers' need for quality products. In this sense, microencapsulation by coacervation offered by IPS for the processing of several active ingredients, is one of the most up-to-date innovations.

Just think of vitamin D microcapsules and the advantages they offer over a classic supplement: high concentration of the active substance and maximized absorption by the body. All features which contribute to an extremely versatile product, in line with the expectations of most consumers.