Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- 2016 sales see similar growth rate to 2015
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- Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2011-21
- Brands challenged to confirm efficacy
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- Figure 2: Product efficacy related to how consumers feel, June 2016
- Consumers believe VMS improves health, but don’t know if they’re working
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- Figure 3: Product efficacy, research and skepticism, June 2016
- The opportunities
- Add more fun and convenience to VMS formats
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- Figure 4: Interest in product formats, June 2016
- Create a trusted, easy-to-use resource for customers
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- Figure 5: Interest in innovations that provide customization, June 2016
- Establish regular VMS usage among kids
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- Figure 6: Select attitudes toward children’s VMS, June 2016
- What it means
The Market – What You Need to Know
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- 2016 sales growth similar to 2015; future outlook is steady
- All segments growing, supplements post largest gains
- Increased government oversight could pose potential VMS sales volatility
- VMS is largest segment in health and wellness category
- Disposable personal income increases could foster future growth
- Decline in family households and fewer births could hinder VMS growth
Market Size and Forecast
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- 2016 sees similar growth rate to year prior, future growth remains steady
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- Figure 7: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2011-21
- Figure 8: Total US sales and forecast of VMS, at current prices, 2011-21
Market Breakdown
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- All segments seeing similar growth
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- Figure 9: Share of US retail sales of vitamins, minerals, and supplements, by segment, at current prices
- Probiotics, fish oil are key drivers within supplements
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- Figure 10: US sales growth and forecast of probiotics, at current prices, 2011-20 (est)
- Figure 11: US sales growth and forecast of fish and animal oils, at current prices, 2011-20 (est)
Market Perspective
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- Regulation poses potential volatility
- VMS makes up almost half of health and wellness industry sales
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- Figure 12: Repertoire of VMS used in past 12 months, June 2016
- Figure 13: Share of US retail sales of health and wellness categories, by segment, at current prices, 2016 (est)
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- Figure 14: Average US retail price of health and wellness products, by category, at current prices, September 9, 2015-September 9, 2016
Market Factors
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- VMS growth fostered by disposable personal income
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- Figure 15: Disposable personal income change from previous period, January 2007-May 2016
- Decline in family households could challenge category growth
- Fewer births could cause children’s VMS decline
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- Figure 16: Number of births in the US, 2007-15
Key Players – What You Need to Know
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- Pharmavite, I Health focus on winning product segments to drive highest growth
- Private label struggling to keep pace with branded VMS products
- Gummies are here to stay: Consumers looking for benefit-driven and organic products
- Established children’s brands and branded-ingredient products are struggling
- Helping to make up for diet shortcomings, new formats and added customization on the horizon
Manufacturer Sales of Vitamins, Minerals, and Supplements
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- Winning in hot product segments drives manufacturer growth
- Private label experiences modest growth, declining share
- Manufacturer sales of vitamins, minerals and supplements
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- Figure 17: MULO sales of vitamins, minerals, and supplements, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Gummies are a mainstay
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- Figure 18: MULO sales of Vitafusion, rolling 52 weeks 2015 and 2016
- Figure 19: MULO sales of select gummy vitamins, minerals, and supplements brands, 52-week review period ending May 15, 2016
- Consumers want to know benefits first, then ingredients
- VMS users are saying “yes” to organic
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- Figure 20: MULO sales of select organic vitamins, minerals, and supplements products, rolling 52 weeks 2015 and 2016
What’s Struggling?
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- Established children’s brands aren’t getting attention
- “Branded-ingredient” brands aren’t convincing consumers
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- Figure 21: MULO sales of select mineral supplement brands, 52-week review period ending May 15, 2016
What’s Next?
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- VMS can help people eat better
- New product forms make VMS more convenient...and fun
- More personalized, customizable VMS
The Consumer – What You Need to Know
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- Preventive measures used more than quick fixes, especially among parents
- Concern for overall health and recommendations drive VMS usage
- Efficacy signaled by how consumers feel, though some unsure they are working
- Once-a-week pill most desired VMS format as consumers look for convenience
- Consumers want simplicity and customization
- Parents feel VMS is a good tool for kids’ immunity, but face challenges
Product Usage
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- Out with quick fixes, in with doing things right from the start
- Beauty now achieved internally, not just through topical products
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- Figure 22: Use of vitamins, minerals, and supplements, June 2016
- Parents rely on VMS for preventive measures
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- Figure 23: Use of vitamins, minerals, and supplements, by parental status, June 2016
- Age has little impact on multivitamin use
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- Figure 24: Use of vitamins, minerals, and supplements, by age, June 2016
- Hispanics seek quick fixes
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- Figure 25: Use of vitamins, minerals, and supplements, by Hispanic origin, June 2016
Reasons for Purchasing VMS Products
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- Consumers see vitamins as a way to improve overall health
- Consumers hold recommendations in high regard
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- Figure 26: Reasons for taking vitamins, minerals, and supplements, June 2016
- Older adults look to the expert, younger age groups rely on peers
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- Figure 27: Select reasons for taking vitamins, minerals, and supplements, by age, June 2016
- Parents more easily swayed by traditional marketing
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- Figure 28: Select reasons for taking vitamins, minerals, and supplements, by parental status, June 2016
- Hispanics influenced by recommendations, deals
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- Figure 29: Reasons for taking vitamins, minerals, and supplements, by Hispanic origin, June 2016
Product Efficacy
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- Feelings after VMS use are most important barometer of efficacy
- Claims have limited impact on consumers
- Notable number of consumers aren’t sure their VMS products work
- Information overload can be crippling for consumers
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- Figure 30: Product efficacy, June 2016
- Younger consumers more open-minded regarding efficacy
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- Figure 31: Product efficacy, by age, June 2016
- Hispanics more likely to rely on third parties and claims
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- Figure 32: Product efficacy – Claims and third-party certification, by Hispanic origin, June 2016
Interest in Formats
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- Weekly pill preferred
- Less guilt when consuming candy with vitamins
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- Figure 33: Interest in product formats, June 2016
- Younger age groups want innovation
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- Figure 34: Interest in product formats, by age, June 2016
- Hispanics interested in food-based innovations
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- Figure 35: Interest in product formats, by Hispanic origin, June 2016
- The more VMS types consumed, the more open to format innovation
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- Figure 36: Repertoire of interest in product formats, by number of VMS consumed, June 2016
Benefits and Innovation
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- Resources needed to cut through clutter
- Low subscription service interest indicates possible churn in category
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- Figure 37: Interest in innovations, June 2016
- Parents of children under 18 want innovation
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- Figure 38: Interest in innovations, by parental status, June 2016
Attitudes toward Children’s VMS
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- Parents rely on VMS as preventive care for their kids
- Parents are unsure if their kids are getting enough vitamins
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- Figure 39: Attitudes toward children’s VMS, June 2016
- Older parents not as engaged with kids’ VMS
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- Figure 40: Attitudes toward children’s VMS, by age of parent, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 41: Total US retail sales and forecast of vitamins, minerals, and supplements, at inflation-adjusted prices, 2011-21
- Figure 42: Total US retail sales and forecast of vitamins, minerals, and supplements, by segment, at current prices, 2011-21
- Figure 43: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2014 and 2016
- Figure 44: Total US retail sales and forecast of vitamins, at current prices, 2011-21
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- Figure 45: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2011-21
- Figure 46: Total US retail sales and forecast of minerals, at current prices, 2011-21
- Figure 47: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2011-21
- Figure 48: Total US retail sales and forecast of supplements, at current prices, 2011-21
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- Figure 49: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2011-21
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Appendix – Key Players
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- Figure 50: MULO sales of vitamins, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 51: MULO sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2015 and 2016
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