Table of Contents
Scope and Themes
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- What you need to know
- Definitions
- Abbreviations and Terms
- Abbreviations
- Terms
Executive Summary
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- Snapshot of the market
- Principal factors driving use of vitamin and mineral supplements
- Principal issues impacting use of vitamins and minerals
- Types of new/growing product introductions
- Advertising
- Retail outlets
- Future trends and forecast
Market Drivers
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- Evidence that vitamins are helpful…
- … and evidence that vitamins are harmful
- An aging country in search of the fountain of youth
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- Figure 1: Population by age, 2002-12
- Women are the bedrock of the market
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- Figure 2: Incidence of vitamin consumption by women, by age, January-October 2006
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- Figure 3: Female population by age, 2002-12
- Childhood obesity offers sales inroad
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- Figure 4: Prevalence of overweight in children aged 6-19 years, by age and race/ethnicity, 2002
- Figure 5: Attitudes towards children and obesity, August 2005
- The American diet dilemma: modified crops, junk food and fast food
- Processed foods
- Fast food and obesity
- Super foods and fortified foods
- Dissatisfaction with the healthcare system and self diagnosis
Market Size and Trends
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- Market size
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- Figure 6: Retail sales of vitamin and mineral supplements, at current and constant prices, 2002-07
- Figure 7: Graph: Retail sales of vitamin and mineral supplements, at current and constant prices, 2002-07
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- Figure 8: Vitamin and mineral new product introductions in the U.S., top ten launching brands, 2004-06
- Natural channel/SPINS
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- Figure 9: Natural product supermarket retail sales of Vitamins and Minerals, at current and constant prices, 2004-07
- Figure 10: Natural product supermarket retail sales of Vitamins and Minerals, at current and constant prices, 2004-07
- Natural channel sales by segment
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- Figure 11: Natural product supermarket retail sales of vitamins and minerals, by segment, 2005-07
- Natural supermarket channel sales multi-vitamins
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- Figure 12: Natural Product Supermarket retail sales of Refrigerated and Frozen Meat Substitutes at current prices and constant, 2004-07
- Multi-vitamins by ‘type’
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- Figure 13: Natural product supermarket retail sales of multi-vitamins by product type, 2005-07
- Natural supermarket channel 1 & 2 Letter vitamns
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- Figure 14: Natural product supermarket retail sales of refrigerated and frozen vegetarian entrees at current prices and constant, 2004-07
- Natural supermarket channel sales minerals
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- Figure 15: Natural product supermarket retail sales of minerals at current prices and constant, 2004-07
Market Segmentation
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- Overview of sales by segment
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- Figure 16: Sales of vitamin and mineral supplements, segmented by type, 2005 and 2007
- Mineral supplements
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- Figure 17: Sales of mineral supplements, at current and constant prices, 2002-07
- Multi-vitamins
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- Figure 18: Sales of multivitamins, at current and constant prices, 2002-07
- 1 & 2 Letter vitamins
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- Figure 19: Sales of 1 & 2 Letter vitamins, at current and constant prices, 2002-07
- Liquid vitamins and minerals
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- Figure 20: Sales of liquid vitamins and minerals, at current and constant prices, 2002-07
Supply Structure
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- Overview of company and brand sales
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- Figure 21: Manufacturer sales of vitamin and mineral supplements in the U.S., 2004 and 2006
- Liquid vitamins and minerals
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- Figure 22: Manufacturer brand FDM sales of liquid vitamins and minerals in the U.S., 2004 and 2006
- Mineral supplements
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- Figure 23: Manufacturer brand FDM sales of mineral supplements in the U.S., 2004 and 2006
- Multivitamins
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- Figure 24: Manufacturer brand FDM sales of multivitamins in the U.S., 2004 and 2006
- 1 & 2 Letter vitamns
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- Figure 25: Manufacturer brand FDM sales of 1 & 2 Letter vitamins in the U.S., 2004 and 2006
Advertising and Promotion
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- Which consumer to target
- Examples of advertisements
- Alternative forms of vitamins
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- Figure 26: Emergen C High strength vitamin drink, TV ad, 2006
- Figure 27: 5-hour energy health supplement, TV ad, 2006
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- Figure 28: Amway Nutrilite health supplement, TV ad, 2006
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- Figure 29: Vitamin Water supplement, TV ad, 2006
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- Figure 30: Met-RX Sports vitamin supplement, TV ad, 2006
- The older consumer
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- Figure 31: Bayer Nutritional Science, TV ad, 2006
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- Figure 32: Centrum Silver vitamins, TV ad, 2006
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- Figure 32: Nature Made vitamins and supplements, TV ad, 2006
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- Figure 33: One A Day Men’s multivitamin, TV ad, 2006
- Women
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- Figure 34: Fiber Choice vitamin supplement, TV ad, 2006
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- Figure 35: Bayer Nutritional Science, TV ad, 2006
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- Figure 36: Wyeth Caltrate D Calcium supplement, TV ad, 2006
Retail Distribution
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- Overview
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- Figure 37: U.S. retail sales of vitamin and mineral supplements, by channel, 2005 and 2007
- Supermarkets
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- Figure 38: U.S. supermarket sales of vitamin and mineral supplements, at current and constant prices, 2002-07
- Drug stores
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- Figure 39: U.S. drug store sales of vitamin and mineral supplements, at current and constant prices, 2002-07
- Mass merchandisers
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- Figure 40: U.S. mass merchandiser sales of vitamin and mineral supplements, at current and constant prices, 2002-07
- Natural food stores
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- Figure 41: U.S. natural food store sales of vitamin and mineral supplements, at current and constant prices, 2004-07
The Consumer—Vitamin/Mineral Usage
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- Summary
- Who uses vitamin or mineral supplements
- Specific formulations
- Where do they purchase?
- Habits and attitudes
- Reasons behind use of vitamin or mineral supplements
- The children
- Trends in vitamin/mineral tablet/capsule/liquid usage
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- Figure 42: Usage of vitamins/mineral tablets/capsule/liquids by year, 2002-06
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- Figure 43: Vitamin and mineral usage trends, by age, 2002-06
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- Figure 44: Vitamin and mineral usage trends, by age, 2002-06
- Who uses vitamin or mineral supplements and how often
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- Figure 32: Usage of vitamins/mineral tablets/capsules/liquids by gender, January-October 2006
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- Figure 45: Usage of vitamins/mineral tablets/capsule/liquids by age, January-October 2006
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- Figure 46: Usage of vitamins/mineral tablets/capsule/liquids by race/Hispanic origin, January-October 2006
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- Figure 47: Usage of vitamins/mineral tablets/capsule/liquids by male cohorts, January-October 2006
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- Figure 48: Usage of vitamins/mineral tablets/capsule/liquids by female cohorts, January-October 2006
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- Figure 49: Usage of vitamins/mineral tablets/capsule/liquids by older cohorts, January-October 2006
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- Figure 50: Usage of vitamins/mineral tablets/capsule/liquids by cohort, January-October 2006
- Regularity of taking vitamins, minerals or dietary supplements
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- Figure 51: Vitamins, minerals or dietary supplements consumption frequency, by age, July 2007
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- Figure 52: Vitamins, minerals or dietary supplements consumption frequency, by household income, July 2007
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- Figure 53: Vitamin consumption frequency, by education, July 2007
- What letter would you like?
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- Figure 54: Types of vitamins/mineral tablets/capsule/liquids used by age, January-October 2006
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- Figure 55: Types of vitamins/mineral tablets/capsule/liquids used by male cohort, January-October 2006
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- Figure 56: Types of vitamins/mineral tablets/capsule/liquids used by male and young family cohorts, January-October 2006
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- Figure 57: Types of vitamins/mineral tablets/capsule/liquids used by femaile cohorts, January-October 2006
The Consumer—Frequency of Use and Other Consumer Choices
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- Frequency of taking vitamins, minerals or dietary supplements
- Overview
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- Figure 58: Frequency of use for vitamins/mineral tablets/capsule/liquids by age, January-October 2006
- Frequency of taking by type of vitamins/minerals taken
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- Figure 59: Frequency each type of vitamin/mineral/supplement is taken, July 2007
- Interest in alternative formats for vitamins/minerals
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- Figure 60: Interest in alternative formats for vitamins/minerals, by age, July 2007
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- Figure 61: Interest in alternative formats for vitamins/minerals, by race and Hispanic origin, July 2007
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- Figure 62: Interest in alternative formats for vitamins/minerals, by children in household, July 2007
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- Figure 63: Thirst quencher consumption trends, by age, 2002-06
- Relationship between liquid breakfast/powdered nutritional supplements and vitamin/mineral consumption
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- Figure 64: Vitamin and mineral usage among liquid supplement users, October 2006
- Sources of vitamins/mineral supplements
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- Figure 65: Where vitamins/minerals are purchased, by age, July 2007
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- Figure 66: Where vitamins/minerals are purchased, by race/ethnicity, July 2007
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- Figure 67: Where vitamins/minerals are purchased, by presence of children in the household, July 2007
- Relationship between physical activity and vitamin/mineral taking
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- Figure 68: Relationship between physical activity and vitamin mineral taking, July 2007
- Brand usage of vitamins/mineral tablets/capsule/liquids
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- Figure 69: Types of vitamins/mineral tablets/capsule/liquids used by age, January-October 2006
The Consumer—Attitudes and Reasons for Taking Vitamins/Minerals
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- Attitudes about vitamins and mineral supplements
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- Figure 70: Habits and attitudes of those who take vitamins, by gender, July 2007
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- Figure 71: Habits and attitudes of those who take vitamins, by age, July 2007
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- Figure 72: Habits and attitudes of those who take vitamins, by children in household, July 2007
- Attitudes about nutrition, health and pharmaceuticals
- Age
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- Figure 73: Attitudes and opinions about vitamins/mineral tablets/capsule/liquids, by age, January-October 2006
- Education
- Eating well
- Seek information
- Internet
- Prevention
- Alternative
- Reasons for taking vitamin and mineral supplements
- Overview
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- Figure 74: Reasons for taking vitamins, by age, July 2007
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- Figure 75: Reasons for taking vitamins, by age, July 2007
- Relationship between taking vitamin and mineral supplements and dietary issues
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- Figure 76: Vitamin and mineral usage, by dietary concern, October 2006
- Reasons for not taking vitamin and mineral supplements
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- Figure 77: Reasons for not taking vitamins/minerals, July 2007
- Starting with the children
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- Figure 78: Regularity of children’s vitamin consumption, by household income, July 2007
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- Figure 79: Buying habits for children’s vitamins, by age, July 2007
Future and Forecast
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- Future trends
- An aging population drives sales
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- Figure 80: Population by age, 2002-12
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- Figure 81: Usage of vitamins/mineral tablets/capsule/liquids by age, January-October 2006
- Alternative forms of vitamins to lure the young and minorities
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- Figure 82: Interest in alternative formats for vitamins/minerals, by age, July 2007
- The next great discovery and the personalization of vitamins
- Future farming
- The organic movement
Market Forecast
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- Retail sales excluding natural food channels
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- Figure 83: Forecast of U.S. retail sales of vitamin and mineral supplements, at current and constant prices, 2007-12
- Figure 84: Graph: Forecast of U.S. retail sales of vitamin and mineral supplements, at current and constant prices, 2007-12
- Mineral supplements
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- Figure 85: Forecast of U.S. retail sales of mineral supplements, at current and constant prices, 2007-12
- Multi-vitamins
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- Figure 86: Forecast of U.S. retail sales of multi-vitamins, at current and constant prices, 2007-12
- 1 & 2 Letter vitamns
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- Figure 87: Forecast of U.S. retail sales of 1 & 2 Letter vitamns, at current and constant prices, 2007-12
- Liquid vitamins and minerals
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- Figure 88: Forecast of U.S. retail sales of liquid vitamins and minerals, at current and constant prices, 2007-12
- Vitamins and minerals natural market
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- Figure 89: Forecast of total U.S. retail sales of vitamin and mineral supplements through natural channels, at current and constant prices, 2007-12
- Figure 90: Graph: Forecast of total U.S. retail sales of vitamin and mineral supplements through natural channels, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
Appendix: Simmons Cohorts
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- Figure 91: Married couples cohorts
- Figure 92: Single women cohorts
- Figure 93: Single men cohorts
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