Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Bad news for the economy was good news for supplements
- Market drivers
- Women and older adults drive usage
- Healthcare costs drive sales while research on safety hampers sales
- Segment sales and share
- Herbal/botanicals and functional foods/beverages create competition
- Vitamins own the lion’s share of the market
- Consumers purchase supplements at a variety of locations
- Bayer AG leads the FDMx market but no dominant market leader
- Centrum and One A Day used most
- Innovations: natural products, targeted care, gummies
- Natural products
- Targeted care
- Gummies aren’t just for kids anymore
- Low/no/reduced allergens and no additives/preservatives lead product claims
- Marketing strategies
- Vitamin and mineral usage overview
- Types of vitamin and mineral used
- Vitamin usage: single vitamins
- Vitamin usage: multivitamins
- Mineral supplement usage
- Reasons for using
- Attitudes and concerns
- Vitamin and mineral-specific
- Toward vitamins and preventive medicine
- Product selection
- Reasons for not using
- Impact of race/Hispanic origin
Insights and Opportunities
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- Brain health driven by fear
- Intestinal health makes strides based on new research
- Demand for omega-3s is a growth opportunity
Inspire Insights
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- Trend: Extend My Brand
- Trend: Mood to Order
Market Size and Forecast
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- Key points
- Growth begins to wane as economic woes drag on
- Sales and forecast of vitamins and minerals
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- Figure 1: Total U.S. retail sales and forecast of vitamins and minerals, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and forecast of vitamins and minerals, at inflation-adjusted prices*, 2006-16
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of vitamins and minerals, at current prices, 2006-16
Market Drivers
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- Key points
- Graying population results in more core users
- Population growth
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- Figure 4: Female population, by age, 2006-16
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- Figure 5: Population, by age, 2006-16
- High costs of healthcare drive demand for alternatives
- New research finds that vitamins/minerals may harm rather than help
- Lack of oversight in supplements market
Competitive Context
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- Herbal/botanical supplements cannibalizing vitamin and mineral supplements
- Vitamin-enhanced food/drinks eliminate need for separate supplement
Segment Performance
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- Key points
- Sales of vitamins and minerals, by segment
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- Figure 6: Total U.S. retail sales of vitamins and minerals, segmented by type, 2009 and 2011 (est.)
- Sales of vitamins and minerals at FDMx, by segment
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- Figure 7: FDMx sales of vitamins and minerals, segmented by type, 2009 and 2011 (est.)
Segment Performance—Vitamins
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- Key points
- Vitamin D deficiency remains in the news
- Gummy vitamins for adults add interest and grow sales
- Sales and forecast of vitamins
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- Figure 8: Total U.S. retail sales and forecast of vitamins, at current prices, 2006-16
Segment Performance—Mineral Supplements
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- Key points
- Long-term increase in calcium usage
- Sales and forecast of minerals
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- Figure 9: Total U.S. retail sales and forecast of minerals, at current prices, 2006-16
Retail Channels
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- Key points
- Drug stores and supermarkets see sales rebound
- Sales of vitamins and minerals, by channel
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- Figure 10: Total U.S. retail sales of vitamins and minerals, by channel, 2009 and 2011 (est.)
- Consumer-reported purchase locations
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- Figure 11: Purchase locations, by age, August 2011
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- Figure 12: Purchase locations, by household income, August 2011
- Figure 13: Purchase locations, by region, August 2011
Retail Channels—Drug stores
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- Key points
- Growing through acquisition
- Wellness theme is pervasive
- Walgreens
- Rite Aid
- Drug store sales of vitamins and minerals
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- Figure 14: Drug store sales of vitamins and minerals, at current prices, 2006-11
Retail Channels—Supermarkets
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- Key points
- Bigger, better in-store pharmacy and health sections
- Technology helps drive consumers to private label brands
- Supermarket sales of vitamins and minerals
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- Figure 15: Supermarket sales of vitamins and minerals, at current prices, 2006-11
Retail Channels—Other Retailers
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- Key points
- Brick-and-mortar specialty stores
- Other retailers sales of vitamins and minerals
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- Figure 16: Other retailers sales of vitamins and minerals, at current prices, 2006-11
Leading Companies
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- Key points
- Nature’s Bounty maker acquired
- Manufacturer sales of vitamins and minerals
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- Figure 17: U.S. FDMx manufacturer sales of vitamins and minerals, 2010 and 2011
Brand Share—Multivitamins
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- Key points
- Bayer’s sales grow with gummy-based products
- Centrum sales drop; introduces Specialist line
- Airborne reverses loss trend
- NBTY sales surge
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- Figure 18: FDMx manufacturer sales of multivitamins, 2010 and 2011
Brand Share—One- and two-letter vitamins
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- Key points
- Manufacturer sales of one- and two-letter vitamins
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- Figure 19: FDMx manufacturer sales of one- and two-letter vitamins, 2010 and 2011
Brand Share—Mineral Supplements
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- Key points
- Manufacturer sales of mineral supplements
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- Figure 20: FDMx manufacturer sales of mineral supplements, 2010 and 2011
Brands Used and Purchase Attitudes
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- Key points
- Centrum used most, followed by One A Day
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- Figure 21: Brands of vitamin/mineral used, February 2010-March 2011
- Seniors most likely to say store brands work as well as national brands
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- Figure 22: Purchase habits, by age, August 2011
- Hispanic respondents place most emphasis on value
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- Figure 23: Purchase habits, by race/Hispanic origin, August 2011
- Low household income impacts penetration and replacement cycles
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- Figure 24: Purchase habits, by household income, August 2011
Innovations and Innovators
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- Low/no/reduced allergens, no additives/preservatives top product claims
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- Figure 25: Vitamin and mineral product claims and branding, as share of total launches, 2004-11
- Natural products
- Targeted care
- Gender-specific formulations
- Gummies raise their profile
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Nature Made
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- Figure 26: Brand analysis of Nature Made, 2011
- Online initiatives
- TV presence
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- Figure 27: Nature Made TV ad, 2011
- Print and other
- Brand analysis: Centrum
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- Figure 28: Brand analysis of Centrum, 2011
- Online initiatives
- TV presence
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- Figure 29: Centrum TV ad, 2011
- Brand analysis: One A Day
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- Figure 30: Brand analysis of One A Day, 2011
- Online initiatives
- TV presence
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- Figure 31: One A Day VitaCraves Gummies TV ad, 2011
- Figure 32: One A Day Women’s TV ad, 2011
- Brand analysis: Caltrate
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- Figure 33: Brand analysis of Caltrate, 2011
- Online initiatives
- TV presence
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- Figure 34: Caltrate TV ad, 2011
Vitamin and Mineral Usage Overview
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- Key points
- Three quarters of respondents take vitamins (single and multi)
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- Figure 35: Any vitamin/mineral usage, by gender, August 2011
- Seniors most likely to use vitamins and minerals
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- Figure 36: Any vitamin/mineral usage, by age, August 2011
- Low household income means less vitamin/mineral usage
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- Figure 37: Any vitamin/mineral usage, by household income, August 2011
Types of Vitamin and Mineral Used
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- Key points
- Most respondents use pill form, but gummies are trending
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- Figure 38: Vitamins and mineral usage—product form by product type, August 2011
- Men most likely to use multiple formula; women use more calcium and vitamin D
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- Figure 39: Types of vitamin/mineral supplement used, by gender, February 2010-March 2011
- Seniors most likely to use fish oil, calcium, and vitamin D
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- Figure 40: Types vitamins/mineral supplements used, by age, February 2010-March 2011
- Respondents with household income of $75K+ use multivitamins most
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- Figure 41: Types vitamins/mineral supplements used, by household income, February 2010-March 2011
Vitamin Usage: Single Vitamins
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- Key points
- More than four in 10 use pill form single vitamins
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- Figure 42: Single vitamins usage, by gender, August 2011
- Seniors most likely to use pill form single vitamins
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- Figure 43: Single vitamins usage, by age, August 2011
- A majority take single vitamins daily; daily use increases with age
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- Figure 44: Single vitamins frequency of use, by age, August 2011
- Whether pill or gummy, most take single vitamins daily
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- Figure 45: Single vitamins frequency of use, by product form used, August 2011
Vitamin Usage: Multivitamins
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- Key points
- More than half use pill form multivitamins
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- Figure 46: Multivitamins usage, by gender, August 2011
- 55+ most likely to use pill form multivitamins
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- Figure 47: Multivitamins usage, by age, August 2011
- Daily usage of multivitamins increases with age
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- Figure 48: Multivitamins frequency of use, by age, August 2011
- Seven in 10 take pill form multivitamins daily; half use gummies daily
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- Figure 49: Multivitamins frequency of use, by product form used, August 2011
Mineral Supplement Usage
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- Key points
- Close to four in 10 report taking pill form mineral supplements
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- Figure 50: Mineral supplements usage, by gender, August 2011
- Use of pill form mineral supplements increases with age
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- Figure 51: Mineral supplements usage, by age, August 2011
- Daily use of mineral supplement increases with age
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- Figure 52: Mineral supplements frequency of use, by age, August 2011
- Most use tablet mineral supplements daily; a quarter use gummies daily
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- Figure 53: Mineral supplements frequency of use, by product form used, August 2011
Reasons for Using
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- Key points
- Most use vitamins/minerals to boost health in general
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- Figure 54: Reasons for using vitamins and minerals, by age, August 2011
- Low-income households most likely to use vitamins/minerals to help ward off illness
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- Figure 55: Reasons for using vitamins and minerals, by household income, August 2011
Vitamin and Mineral Usage Habits
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- Key points
- Vast majority agree that supplements provide easy, needed nutrients
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- Figure 56: Usage habits, by gender, August 2011
- 18-44 most likely to forget to take supplements, worry about side effects
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- Figure 57: Usage habits, by age, August 2011
Product Selection
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- Key points
- Most turn to their doctor for advice about supplements
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- Figure 58: Vitamin/mineral product selection/advice, by gender, August 2011
- Seniors most likely to trust doctors for supplement advice
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- Figure 59: Vitamin/mineral product selection/advice, by age, August 2011
- $25K or less most likely to turn to pharmacists or friends/family
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- Figure 60: Vitamin/mineral product selection/advice, by household income, August 2011
Attitudes toward Vitamins and Preventive Medicine
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- Key points
- More than six in 10 respondents agree that vitamins make a difference
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- Figure 61: Attitudes and opinions about health and medicine, by gender, February 2010-March 2011
- 18-24 least likely to agree that vitamins make a difference
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- Figure 62: Attitudes and opinions about health and medicine, by age, February 2010-March 2011
Reasons for Not Using
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- Key points
- Four in 10 say they prefer to get nutrients from diet over supplements
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- Figure 63: Reasons for not using vitamins and minerals, by age, August 2011
Impact of Race and Hispanic Origin
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- Key points
- White respondents most likely to take single vitamins daily
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- Figure 64: Single vitamins frequency of use, by race/Hispanic origin, August 2011
- White respondents also most likely to take mineral supplements daily
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- Figure 65: Mineral supplements frequency of use, by race/Hispanic origin, August 2011
- Black, Hispanic respondents cite price as a major obstacle
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- Figure 66: Purchase habits, by race/Hispanic origin, August 2011
- Hispanic and black respondents most likely to forget to take supplements, worry about side effects
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- Figure 67: Usage habits, by race/Hispanic origin, August 2011
- Blacks and Hispanics most likely to turn to pharmacists, friends/family for supplement advice
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- Figure 68: Product selection/advice, by race/Hispanic origin, August 2011
Custom Consumer Groups: Gender and Age
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- Key points
- Older women more likely than older men to take single and multivitamins
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- Figure 69: Any vitamins usage, by gender and age, August 2011
- Women aged 55+ most likely to take mineral supplements daily
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- Figure 70: Mineral supplements frequency of use, by gender and age, August 2011
- Older women most likely to turn to doctors for supplement guidance
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- Figure 71: Product selection/advice, by gender and age, August 2011
Appendix: Other Useful Consumer Tables
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- Vitamin and mineral purchase locations
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- Figure 72: Purchase locations, by gender, August 2011
- Vitamin and mineral usage
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- Figure 73: Any vitamin/mineral usage, by presence of children in household, August 2011
- Single vitamins
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- Figure 74: Single vitamins frequency of use,[ by presence of children in household, August 2011
- Multivitamins
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- Figure 75: Multivitamins frequency of use, by presence of children in household, August 2011
- Mineral supplements
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- Figure 76: Mineral supplements frequency of use, by presence of children in household, August 2011
- Vitamin and mineral usage habits
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- Figure 77: Usage habits, by household income, August 2011
Appendix: Trade Associations
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