Table of Contents
Executive Summary
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- Top takeaways
- Market overview: COVID-19 health concerns support market growth despite recession
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- Figure 1: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2015-25
- Impact of COVID-19 on vitamins, minerals and supplements
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on vitamins, minerals and supplements, August 2020
- Opportunities and Challenges
- Immunity more important than ever
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- Figure 3: Reasons for taking immunity support, May 2020
- Lack of awareness is a barrier for emerging supplements
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- Figure 4: Supplement familiarity and usage, May 2020
- Younger men are a key target
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- Figure 5: Supplement familiarity and usage, by gender and age, May 2020
- Brand loyalty can be challenged
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- Figure 6: Purchase drivers, May 2020
- Private label gain sales amid increasing consumer acceptance
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- Figure 7: Store brand preference, by purchase drivers, May 2020
The Market – Key Takeaways
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- COVID-19 health concerns boost already steady VMS market growth
- VMS well-matched to support consumers’ wellbeing during health crisis
- Supplements benefit from targeted solutions
- VMS market will weather the economic storm
- Format innovation is key for brand growth
Market Size and Forecast
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- COVID-19 health concerns support VMS market growth despite recession
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- Figure 8: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2015-25
- Figure 9: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2015-25
- Impact of COVID-19 on vitamins, minerals and supplements
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on vitamins, minerals and supplements, August 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
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- Figure 11: Consumer confidence and unemployment, 2000-April 2020
Segment Performance
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- Despite high use of multivitamins, supplements drive market growth
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- Figure 12: Total US retail sales of vitamins, minerals and supplements, by segment, at current prices, 2018 and 2020
Market Factors
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- VMS products increase in importance during pandemic
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- Figure 13: GDP change from previous period, Q1 2007-Q1 2020
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- Figure 14: Purchase behaviors since the start of 2020, May 2020
- Older adults are a key demographic
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- Figure 15: Population aged 18 or older, by age, 2015-25
- The VMS market is a family affair
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- Figure 16: Product usage, by parental status and gender, May 2020
Market Opportunities
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- Format innovation can help brands stand out in the crowd
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- Figure 17: New format examples from leading VMS brands
- Immune support, stress relief offer consumers support in uncertain times
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- Figure 18: Mintel Global Trend Driver - Wellbeing
- Figure 19: Immune support examples
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- Figure 20: Stress relief examples
- Online presence increasingly important for VMS brands
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- Figure 21: Total US retail sales of vitamins, minerals and supplements, by channel, at current prices, 2015-20
Companies and Brands – Key Takeaways
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- Major players push back in vitamin space
- Supplements more susceptible to store brand competition
- Brands should be aware of need for format innovation
Market Share
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- Major players see sales gains after year of slight decline
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- Figure 22: US multi-outlet sales of vitamins and minerals/supplements, by leading companies, rolling 52 weeks 2019 and 2020
- Major players push back against newcomers in vitamin segment
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- Figure 23: US multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2019 and 2020
- “Other” brands bring competition to minerals and supplements segment
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- Figure 24: US multi-outlet sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Private label brands continue to gain sales
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- Figure 25: Private label vitamin, mineral and supplement examples
- Leading multivitamin brands face increased competition from innovative smaller players
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- Figure 26: Multivitamin examples
The Consumer – Key Takeaways
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- VMS usage remains strong
- Families are stocking up on VMS essentials
- Immunity support grows in importance
- Supplement users are dedicated; non-users lack interest
- Quality and affordability rank over brand loyalty
- Store brands are poised to grow following COVID-19
The Vitamins, Minerals and Supplements Consumer
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- VMS products remain essential through COVID-19 pandemic
- Store brand products will gain relevance with consumers
- The pandemic has amplified aspects of consumer wellness
Product Usage and Frequency
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- Vitamins remain the foundation of the VMS market
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- Figure 27: Product usage, May 2020
- Older adults subscribe to preventive health
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- Figure 28: Product usage, by age, May 2020
- Parents have a natural entrance into the VMS market
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- Figure 29: Product usage, by parental status and gender, May 2020
- VMS consumers are dedicated and consistent
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- Figure 30: Product usage frequency, May 2020
Changes in Purchasing VMS Products
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- Adults are stocking up on wellness essentials
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- Figure 31: Purchase behaviors since the start of 2020, May 2020
- Family needs support VMS purchases through an economizing mindset
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- Figure 32: Ailments experienced in the past 12 months, by various demographics, January 2020
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- Figure 33: Purchase behaviors since the start of 2020, by number of children under 18 in the household, May 2020
Purchase of Immunity Support Products
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- Immunity benefits grow in importance due to health safety concerns
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- Figure 34: Immunity support purchasing since the start of 2020, May 2020
- As adults age, immunity needs change
- Maturing adults want immunity benefits
- Aging adults seek solutions for deficiency
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- Figure 35: Immunity support purchasing since the start of 2020, by age, May 2020
- Prevention messaging resonates with consumers
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- Figure 36: Vitamins currently taken, July 2019
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- Figure 37: Reasons for taking immunity support, May 2020
- Younger age groups changed routines due to COVID-19
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- Figure 38: Reasons for taking immunity support, by age, May 2020
Supplement Familiarity and Usage
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- Lack of interest is a significant barrier for the supplements segment
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- Figure 39: Supplement familiarity and usage, May 2020
- Younger men are a key target for the supplement segment
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- Figure 40: Supplement familiarity and usage, by gender and age, May 2020
Purchase Drivers
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- The conflict of quality and affordability
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- Figure 41: Purchase drivers, May 2020
- Stock-up purchasing is motivated by quality and brand preference
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- Figure 42: Purchase behaviors since the start of 2020, by purchase drivers, May 2020
Name Brand and Store Brand Preferences
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- Brand loyalty can be challenged
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- Figure 43: General brand preferences, May 2020
- Older Hispanics garner strong brand preferences
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- Figure 44: General brand preferences, by age and Hispanic origin, May 2020
- Consumers acknowledge it is a compromise to buy store brand
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- Figure 45: Store brand preference, May 2020
- Price-conscious consumers will support store brand purchasing
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- Figure 46: Store brand preference, by purchase drivers, May 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 47: Select behavior changes due to COVID-19, by total and VMS users, May 2020
- Figure 48: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2015-25
- Figure 49: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2015-23
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- Figure 50: Total US retail sales and forecast of vitamins, at current prices, 2015-23
- Figure 51: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2015-25
- Figure 52: Total US retail sales and forecast of minerals, at current prices, 2015-25
- Figure 53: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2015-25
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- Figure 54: Total US retail sales and forecast of supplements, at current prices, 2015-25
- Figure 55: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2015-25
- Figure 56: MULO sales of Mybite vitamins, rolling 52 weeks 2019 and 2020
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- Figure 57: US specialty supplements – Melatonin - all channels*, growth % 2015-20
- Figure 58: US vitamins – multivitamins, vitamin C, vitamin D – all channels*, growth % 2015-20
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- Figure 59: US minerals – zinc and magnesium – all channels*, growth % 2015-20
- Figure 60: US herbs and botanicals, growth % – all channels*, 2015-20
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