Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market growth driven by a range of factors
- Mineral supplements top FDMx segments
- NHF/specialty stores lead retail market; mass increases sales
- Expanding older, female populations directly drive sales; Hispanics
represent potential
- U.S. Nutrition leads FDMx sales, Pharmavite follows; private label
comprises substantial share
- Advertising and promotion
- Vitamin and mineral usage
- Reasons for vitamin use
- Attitudes and sources of advice
- The next generation
- Race and Hispanic origin
- Market Size and Forecast
- Key points
- Market growth driven by expanding demographics
- Cold/flu season may spur sales
- Sales and forecast of vitamins and mineral supplements
- Figure 1: Total U.S. retail sales of vitamins and minerals, at current
prices, 2004-14
- Figure 2: Total U.S. retail sales of vitamins and minerals, at
inflation-adjusted prices, 2004-14
- Walmart sales
- Competitive Context
- U.S. recession a double-edged sword for vitamin/mineral spending
- Figure 3: Types of vitamins/minerals/supplements/food & drink products
used, by household income, June 2009
- Functional foods/drinks compete with vitamin/mineral
capsules/tablets/liquids
- Fortified foods
- Fortified drinks
- Probiotics
- Emerging data counters marketing claims
- Segment Performance
- Key points
- Mineral supplements best-sellers; consumers seek out economical ways to
stay healthy
- Vitamins and minerals shift somewhat to mass market
- Sales of vitamins and minerals, by segment
- Figure 4: Total sales of vitamins and minerals, segmented by type,
2008-09
- Figure 5: FDMx sales of vitamins and minerals, segmented by type,
rolling 52-weeks ending June 2008-09
- Segment Performance--Vitamins
- Key points
- Multivitamin FDMx sales slow as new data contest efficacy
- 1 and 2 letter vitamins increase through FDMx, vitamin D back in vogue
- Liquid vitamins/minerals surge at FDMx
- Sales and forecast of vitamins
- Figure 6: Sales and forecast of vitamins, 2004-14
- Figure 7: FDMx sales of vitamins, by type, 2004-08
- Segment Performance--Mineral Supplements
- Key points
- Mineral supplements post steady growth, future growth challenged
- Sales and forecast of mineral supplements
- Figure 8: Sales and forecast of mineral supplements, 2004-14
- Figure 9: FDMx U.S. sales of mineral supplements, 2004-08
- Retail Channels
- Key points
- Natural/health food stores still dominate total market
- Mass channels exhibit strong growth as emphasis shifts to FDMx stores
- Multilevel marketers grow sales, lose share slightly; online shows strong
potential
- Sales of vitamins and minerals, by channel
- Figure 10: U.S. retail sales of vitamins and minerals, by channel,
2008-09
- Figure 11: Retailers used for purchases of vitamins/mineral supplements,
June 2009
- Retail Channels--Natural, Health Food, Supplement and Specialty Retail
- Key points
- NHF sells based on reputation, expertise
- NHF sales of vitamins and minerals
- Figure 12: U.S. NHF sales of vitamins and minerals, at current prices,
2004-09
- A Closer Look at the Natural Channel Marketplace
- Sales of vitamins and minerals in the natural channel
- Figure 13: Natural product supermarket retail sales of vitamins and
minerals, at current prices, 2007-09
- Figure 14: Natural product supermarket retail sales of vitamins and
minerals, at inflation-adjusted prices, 2007-09
- Natural channel sales by segment
- Figure 15: Natural product supermarket retail sales of vitamins and
minerals, by segment, 2007-09
- A closer look at multivitamins: natural channel sales by target market
- Figure 16: Natural product supermarket retail sales of vitamins and
minerals, by target market, 2007-09
- Brand share in the natural marketplace
- Figure 17: Manufacturer brand natural supermarket sales of vitamins and
minerals, 2007 and 2009
- Retail Channels--Mass Market: Conventional Food, Drug, Mass Merchandisers,
Club and Convenience Stores
- Key points
- Shift to mass channels helps FDM supplement sales thrive
- Food stores
- Drug stores
- Mass merchandisers
- Conventional food, drug, mass merchandisers, club and convenience store
sales of vitamins and minerals
- Figure 18: U.S. conventional food, drug, mass merchandisers, club and
convenience store sales of vitamins and minerals, at current prices, 2004-09
- Retail Channels--Multilevel Marketing
- Key points
- Direct sellers experience modest growth
- MLM sales of vitamins and minerals
- Figure 19: U.S. multilevel marketing sales of vitamins and minerals, at
current prices, 2004-09
- Retail Channels--Mail Order
- Key points
- Mail order sales maintain even growth over 2008-09
- Mail order sales of vitamins and minerals
- Figure 20: U.S. Mail order sales of vitamins and minerals, at current
prices, 2004-09
- Retail Channels--Practitioners
- Key point
- Practitioners also exhibit steady year-over-year growth
- Practitioner sales of vitamins and minerals
- Figure 21: U.S. practitioner sales of vitamins and minerals, at current
prices, 2004-09
- Retail Channels--Internet
- Key points
- Web retailers grow more than any other channel
- Internet sales of vitamins and minerals
- Figure 22: U.S. internet sales of vitamins and minerals, at current
prices, 2004-09
- Market Drivers
- Graying of America calls for more vitamin/mineral use
- Figure 23: Usage of vitamins/mineral tablets/capsule/liquids, by age,
February 2008-March 2009
- Figure 24: Types of vitamins/minerals/supplements/food & drink products
used, by age, June 2009
- Figure 25: Frequency of vitamin, mineral, and supplement intake, by age,
June 2009
- Figure 26: Population by age, 2004-14
- Female population growth will positively impact sales
- Figure 27: Usage of vitamins/mineral tablets/capsule/liquids, by gender
and female by age, February 2008-March 2009
- Figure 28: Types of vitamins/minerals/supplements/food & drink products
used, by gender, June 2009
- Figure 29: Population of women by age, 2004-14
- Growing Hispanic population and discretionary income represents
possibility for vitamins/minerals
- Figure 30: Usage of vitamins/mineral tablets/capsule/liquids, by
race/Hispanic origin, February 2008-March 2009
- Figure 31: Types of vitamins/minerals/supplements/food & drink products
used, by race/Hispanic origin, June 2009
- Figure 32: Population by race and Hispanic origin, 2004-14
- Low health insurance rates among Hispanics could be a marketing opportunity
- Leading Companies
- Key points
- All major FDMx manufacturers grow sales
- Private label sales grow as household budgets tighten
- Manufacturer FDMx sales of vitamins and minerals
- Figure 33: Manufacturer FDMx sales of vitamins and minerals in the U.S.,
2008 and 2009
- Brand Share--Mineral Supplements
- Key points
- U.S. Nutrition gains with Sundown Naturals, Nature' s Bounty
- Pharmavite grows with Nature Made; Wyeth banks on calcium
- Schiff, private label post strong growth
- Manufacturer and brand sales of mineral supplements
- Figure 34: Selected FDMx brand sales and market share of mineral
supplements in the U.S., 2008 and 2009
- Brand Share--Multivitamins
- Key points
- Wyeth, Bayer lead with goal and gender-specific products
- Manufacturer and brand sales of multivitamins
- Figure 35: Selected FDMx brand sales and market share of multivitamins
in the U.S., 2008 and 2009
- Brand Share--1 and 2 Letter Vitamins
- Key point
- Resurgence of specific lettered vitamins aids Pharmavite and U.S.
Nutrition growth
- Manufacturer and brand sales of 1 and 2 letter vitamins
- Figure 36: Selected FDMx brand sales and market share of 1 and 2 letter
vitamins in the U.S., 2008 and 2009
- Brand Share--Liquid Vitamins and Minerals
- Key points
- Emergen-C gains following vitamin C resurgence
- Elations reformulates, relaunches under new owner
- Manufacturer and brand sales of liquid vitamins and minerals
- Figure 37: Selected FDMx brand sales and market share of liquid vitamins
and minerals in the U.S., 2008 and 2009*
- Brand Qualities
- Wyeth
- Gender-specific products
- Goal-oriented products
- Children' s offerings
- Bayer
- Reaching out with gender, age-specific products
- Goals key too
- Cartoons boost strength of Bayer in children' s market
- U.S. Nutrition
- Innovation and Innovators
- Goal-specific and women' s products are among top trends
- Figure 38: Top 10 claims in new vitamin and dietary supplement launches,
2003-08
- Most new products are launches, fewer brand extensions
- Figure 39: Vitamin and dietary supplement launches, January-July 27, 2009
- Condition/dietary need/goal/gender-specific products
- Advertising and Promotion
- Advertising focuses on condition-specific claims
- Vitamin advertising claims come under fire
- Pharmavite Corp.
- Figure 40: Pharmavite nature Made television ad, 2009
- Figure 41: Pharmavite nature Made Liquid Softgel television ad, 2009
- Wyeth
- Figure 42: Wyeth Centrum Cardio television ad, 2008
- Figure 43: Wyeth Centrum Silver Ultra Men' s television ad, 2009
- Bayer
- Figure 44: Bayer One A Day Men' s Formula television ad, 2009
- Figure 45: Bayer One A Day Women' s 50 Plus Advantage television ad, 2009
- Types and Brands of Vitamins Used
- Key points
- Intake of vitamin/mineral types remains stable between 2006 and 2009
- Figure 46: Types of vitamins/mineral tablets/capsule/liquids used,
2006-09
- Brands used
- Figure 47: Brands of vitamins/mineral tablets/capsule/liquids used, by
gender and age, February 2008-March 2009
- Reasons for Vitamin Use
- Key points
- Most take vitamins/minerals/supplements to aid a healthy diet
- Figure 48: Primary reasons for taking vitamins/minerals/supplements, by
gender and age, June 2009
- Figure 49: Primary reasons for taking vitamins/minerals/supplements, by
household income, June 2009
- General health key to vitamin consumption, specific illnesses less so
- The role of vitamins in energy, brain health and weight loss
- Reasons for taking supplements
- Figure 50: Further reasons for taking vitamins/mineral supplements, by
gender and age, June 2009
- Attitudes and Sources of Advice
- Key points
- Attitudes towards vitamins and mineral supplements
- Figure 51: Attitudes about taking vitamins/mineral supplements, by
gender and age, June 2009
- Sources of advice about taking vitamins
- Figure 52: Sources of advice about taking vitamins/mineral supplements,
by gender and age, June 2009
- The Next Generation
- Key points
- Most say kids take vitamins or minerals regularly
- Figure 53: Frequency of vitamin, mineral, and supplement intake among
children, by household income, June 2009
- Most say kids take vitamins/minerals to supplement healthy diet
- Figure 54: Reasons HH children take vitamins/minerals/supplements, by
parent age, June 2009
- Purchases and concerns about vitamins/minerals for kids
- Figure 55: Purchases and concerns about vitamins and minerals for HH
children, by parent age, June 2009
- Sources of advice about vitamins and minerals for children
- Figure 56: Sources of advice about vitamins and minerals for HH
children, parent gender and age, June 2009
- Impact of Race and Hispanic Origin
- Key points
- Vitamin usage higher among white respondents, competing food/drinks show
promise with black and Hispanic respondents
- Figure 57: Types of vitamins/minerals/supplements/food & drink products
used, by race/Hispanic origin, June 2009
- Among users, whites take vitamins/minerals regularly more than other
ethnicities
- Figure 58: Frequency of vitamin, mineral, and supplement intake, by
race/Hispanic origin, June 2009
- Black respondents more likely to use vitamins for energy, weight control
- Figure 59: Further reasons for taking vitamins/mineral supplements, by
race/Hispanic origin, June 2009
- Blacks report more confusion/concern about supplements
- Figure 60: Attitudes and source of advice about taking vitamins/mineral
supplements, by race/Hispanic origin, June 2009
- Appendix: Other Useful Consumer Tables
- Vitamin and mineral usage
- Figure 80: Frequency of vitamin, mineral, and supplement intake, by
household income, June 2009
- Types of vitamins used
- Figure 81: Types of vitamins/mineral tablets/capsule/liquids used, by
gender and age, February 2008-March 2009
- Figure 82: Types of vitamins/mineral tablets/capsule/liquids used, by
household income, February 2008-March 2009
- Attitudes and advice
- Figure 83: Attitudes about taking vitamins/mineral supplements, by
household income, June 2009
- The next generation
- Figure 84: Purchases and concerns about vitamins and minerals for HH
children, by household income, June 2009
- Usage frequency
- Figure 85: Usage frequency of vitamins/mineral tablets/capsule/liquids
used, February 2008-March 2009
- Appendix: Trade Associations
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