The global vitamin and supplements industry is thriving. Estimates of its trajectory vary, but one is that vitamin sales will rise to $8.9bn in 2028 from $6.7bn now — an annual compound growth of 6%. According to the US’s Council for Responsible Nutrition, three-quarters of Americans use nutritional or dietary supplements. Vitamins D and C and zinc lead the pack.

The sector was given a push by the Covid pandemic, especially before a vaccine became available, as consumers desperately grasped at immunity. But the invisible driver behind the vitamin sector lies in the earth’s soil...

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.