Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Overview
- The market
-
- Figure 1: Sales and fan chart forecast of VMS, at current prices, rolling 52 weeks 2012-17
- Segment performance
-
- Figure 2: Sales of VMS, by segment, at current prices, rolling 52 weeks 2012-14
- Areas of opportunity
- Key players
-
- Figure 3: Sales of VMS, by leading companies, rolling 52 weeks 2013-14
- The consumer
- Multivitamins used most often
-
- Figure 4: VMS usage, May 2014
- Maintaining health and youth primary reasons for supplementing
-
- Figure 5: Reasons for taking VMS, by age, May 2014
- Consumer skepticism has impacted sales
- What we think
Issues and Insights
-
- How can VMS manufactures increase usage with younger consumers?
- The issues
- The implications
- A series of studies have been released questioning VMS effectiveness
- The issues
- The implications
- Making VMS usage a regular habit
- The issues
- The implications
Trend Applications
-
- Trend: Mood to Order
- Trend: Prove It
- Trend: Guiding Choice
Market Size and Forecast
-
- Key points
- Sales and forecast of VMS
-
- Figure 6: Sales and forecast of VMS, at current prices, rolling 52 weeks 2012-17
- Figure 7: Sales and forecast of VMS, at inflation-adjusted prices, rolling 52 weeks 2012-17
- VMS sales slow
-
- Figure 8: Sales and fan chart forecast of VMS, at current prices, rolling 52 weeks 2012-17
- Forecast methodology
Market Drivers
-
- Key points
- Aging population will drive growth of vitamin sales
-
- Figure 9: Population by age, 2014-19, VMS usage, by age, May 2014
- Declining household income affects vitamin sales
-
- Figure 10: Median household income, in inflation-adjusted dollars, 2002-12
- Vitamins as preventive healthcare
- Trends in vitamin usage drive market
-
- Figure 11: Prevalence of dietary supplement use, 1971-2010
- Figure 12: Types of vitamins and minerals used, February 2007-March 2014
Competitive Context
-
- Key points
- A healthy diet could affect vitamin consumption
- Food and drink fortified with vitamins present competition
Segment Performance
-
- Key points
- Vitamins increase at expense of supplements
- Sales of VMS, by segment
-
- Figure 13: Sales of VMS, by segment, at current prices, rolling 52 weeks 2012 and 2014
- Sales of gummies continue to push category up
-
- Figure 14: Sales of VMS in gummy form, by segment, at current prices, rolling 52 weeks 2012 and 2014
Segment Performance – Supplements
-
- Key points
- Outlook positive for sluggish supplement sales
- Sales and forecast of supplements
-
- Figure 15: US retail sales of supplements, at current prices, rolling 52 weeks 2012-17
- Miscellaneous supplements make up more than half of segment
- Herbal supplements post strongest overall growth
-
- Figure 16: Sales of supplements, by type, at current prices, rolling 52 weeks 2012 and 2014
Segment Performance – Vitamins
-
- Key points
- Vitamins experience strong growth, but slowing
- Sales and forecast of vitamins
-
- Figure 17: US retail sales of vitamins, at current prices, rolling 52 weeks 2012-17
- Multivitamins make up largest share of market, but sales of single letter increasing faster
-
- Figure 18: Sales of vitamins, by type, at current prices, rolling 52 weeks 2012 and 2014
- Tablets make up more than one third of vitamin segment, but sales declining
-
- Figure 19: Sales of vitamins, by form, at current prices, rolling 52 weeks 2012 and 2014
Segment Performance – Minerals
-
- Key points
- Sales of minerals continue to decline
- Sales and forecast of minerals
-
- Figure 20: US retail sales of minerals, at current prices, rolling 52 weeks 2012-17
- Declining calcium sales push minerals down
-
- Figure 21: Sales of minerals, by type, at current prices, rolling 52 weeks 2012 and 2014
Retail Channels
-
- Key points
- Mass/natural split favors mass market
-
- Figure 22: Sales of VMS, by retail channel, at current prices, rolling 52 weeks 2012 and 2014
-
- Figure 23: Market segmentation, by retail channel, at current prices, 52 weeks ending July 13, 2014
- Traditional retailers looking to gain share in VMS market
- CVS Health
- Walgreens
- Kroger
Leading Companies
-
- Key points
- Heavy competition in VMS market
- Manufacturer sales of VMS
-
- Figure 24: Sales of VMS, by leading companies, rolling 52 weeks 2013-14
Brand Share – Supplements
-
- Key points
- Declining sales increase competition in supplements
- Manufacturer sales of supplements
-
- Figure 25: Sales of supplements, by leading companies, rolling 52 weeks 2013-14
Brand Share – Vitamins
-
- Key points
- Vitamins face strong competition
- Gummies and melts boost sales for Nature Made and Vitafusion
- Manufacturer sales of vitamins
-
- Figure 26: Sales of vitamins, by leading companies, rolling 52 weeks 2013-14
Brand Share – Minerals
-
- Key points
- Declining calcium usage impacts mineral brand sales
- Manufacturer sales of minerals
-
- Figure 27: Sales of minerals, by leading companies, rolling 52 weeks 2013-14
Innovations and Innovators
-
- VMS new product launches continue to slow
-
- Figure 28: Vitamins and dietary supplement product introductions and share of branded/private label launches, 2008-14
- VMS claims to be “free from”
- “Chews” launches increase
Marketing Strategies
-
- Overview of the brand landscape
- Expert advice
-
- Figure 29: Nature Made Pharmacist Commercial Fish Oil – USP, September 2014
- Products promote how users will feel, rather than specific health results
- Beauty from within
-
- Figure 30: I Did It – Nature's Bounty® Optimal Solutions® Hair, Skin & Nails, January 2014
- Alive vitamins provide energy
-
- Figure 31: Alive! print advertisement
- GNC “Beat Average” campaign
-
- Figure 32: GNC: Beat Average, Treadmill
- Centrum proves older athletes “still got it”
-
- Figure 33: Centrum video, “These guys still got game?,” June 2014
Consumer Health Concerns
-
- Key points
- Diet emerges as top health concern
- Women more likely than men to have a variety of health concerns
-
- Figure 34: Health concerns, by gender, May 2014
- Health concerns vary by age
-
- Figure 35: Health concerns, by age, May 2014
- Nonusers less concerned about health
-
- Figure 36: Health concerns, by VMS user categories, May 2014
Interest in Appearance Claims
-
- Key points
- Women highly invested in appearance
- Consumers recognize benefits of holistic skincare
-
- Figure 37: Interest in appearance-related claims, by age and gender, May 2014
- Hair and nail improvements more likely to be sought among women
-
- Figure 38: Interest in appearance-related claims, by age and gender, May 2014
- Opportunity to increase usage among lapsed users and nonusers
-
- Figure 39: Usage of appearance-related claims, by VMS user categories, May 2014
Frequency and Usage of Vitamins, Minerals, and Supplements
-
- Key points
- VMS usage prevalent
-
- Figure 40: Vitamin, mineral, and supplement usage, May 2014
-
- Figure 41: Vitamin, mineral, and supplement usage, by repertoire of vitamins, supplement, and mineral usage, May 2014
- Women more likely to use VMS
-
- Figure 42: Vitamin, mineral, and supplement usage, by gender, May 2014
- VMS usage increases with age
-
- Figure 43: Vitamin, mineral, and supplement usage, by age, May 2014
-
- Figure 44: Frequency taken vitamins/minerals, by age, January 2013-March 2014
- Types of vitamins used vary by age and gender
-
- Figure 45: Types of vitamins and minerals used most often, by gender/age, January 2013-March 2014
Reasons for Using
-
- Key points
- Six in 10 take VMS to boost overall health
- Older users take VMS for condition-specific reasons
- Mood and energy key benefits for younger VMS users
-
- Figure 46: Reasons for taking VMS, by gender and age, May 2014
Information Sources
-
- Key points
- The doctor is in for vitamin information
- Younger users turn to a wide range of sources
-
- Figure 47: Vitamin, mineral, and supplement information sources, by age, May 2014
Vitamins, Minerals, and Supplements Attitudes and Behaviors
-
- Key points
- Skepticism and negative press put downward pressure on usage
-
- Figure 48: skepticism about vitamins, by age, May 2014
- Highlighting deficiencies can educate users on need for VMS
-
- Figure 49: Attitudes toward vitamins, by age, May 2014
- Vitamin users live healthier lifestyles
-
- Figure 50: Attitudes toward diet and health, by vitamin/mineral use, January 2013-March 2014
- Desire for natural ingredients
-
- Figure 51: Vitamin shopping behavior, by gender and age, May 2014
Race and Hispanic Origin
-
- Key points
- Frequency of taking VMS varies by race/ethnicity
-
- Figure 52: Vitamin, mineral, and supplement usage, by race/Hispanic origin, May 2014
- Figure 53: Frequency taken vitamins/minerals, by race/Hispanic origin, January 2013-March 2014
- Reasons for taking vary by race and ethnicity
-
- Figure 54: Reasons for taking VMS, by race/Hispanic origin, May 2014
- Health concerns could be opportunity to increase VMS usage among non-Whites
-
- Figure 55: Health concerns, by race/Hispanic origin, May 2014
Appendix – Other Useful Consumer Tables
-
- Health concerns
-
- Figure 56: Health concerns, by gender and age, May 2014
-
- Figure 57: Attitudes toward vitamins, by age, January 2013-March 2014
-
- Figure 58: Attitudes toward doctors, by age, January 2013-March 2014
- Interest in appearance claims
-
- Figure 59: Interest in appearance-related claims, by gender, May 2014
-
- Figure 60: Interest in appearance-related claims, by age, May 2014
-
- Figure 61: Interest in appearance-related claims, by race/Hispanic origin, May 2014
- Vitamin usage
-
- Figure 62: Vitamin and mineral usage, February 2007-March 2014
-
- Figure 63: Types of vitamins and minerals used most often, by gender/age, January 2013-March 2014
-
- Figure 64: Types of vitamins and minerals used most often, February 2007-March 2014
-
- Figure 65: Vitamin, mineral, and supplement usage, by regular user, May 2014
- Reasons for using
-
- Figure 66: Reasons for taking VMS, by gender, May 2014
-
- Figure 67: Reasons for taking VMS, by age, May 2014
-
- Figure 68: Reasons for taking VMS, by repertoire of vitamins, supplement, and mineral usage, May 2014
-
- Figure 69: Reasons for taking VMS, by regular user, May 2014
- Information sources
-
- Figure 70: Vitamin, mineral, and supplement information sources, by gender, May 2014
-
- Figure 71: Vitamin, mineral, and supplement information sources, by gender and age, May 2014
-
- Figure 72: Vitamin, mineral, and supplement information sources, by race/Hispanic origin, May 2014
- VMS attitudes and behaviors
-
- Figure 73: Vitamin shopping behavior, by age, May 2014
-
- Figure 74: Vitamin usage and shopping behaviors, by gender and age, May 2014
-
- Figure 75: Attitudes toward diet and health, by household income, January 2013-March 2014
-
- Figure 76: Probiotic usage, February 2011-March 2014
- Brands used
-
- Figure 77: Brands of vitamins and minerals used most often, by age, January 2013-March 2014
-
- Figure 78: Brands of vitamins and minerals used most often, by gender and age, 2014
-
- Figure 79: Brands of vitamins and minerals used most often, January 2012-March 2014
Appendix – Other Market Tables
-
-
- Figure 80: Population by race and Hispanic origin, 2009-19
- Additional sales data
-
- Figure 81: Sales of food supplements, by type, at current prices, rolling 52 weeks 2012 and 2014
- Figure 82: Sales of miscellaneous supplements, by type, at current prices, rolling 52 weeks 2012 and 2014
- Figure 83: Sales of herbal supplements, by type, at current prices, rolling 52 weeks 2012 and 2014
- SPINS segment categories
-
- Figure 84: SPINS categories/segments
- New product launch trends
-
- Figure 85: Vitamins and dietary products launched, by top 10 claims, 2008-14
- Figure 86: Vitamins and dietary products launched, by additional claims, 2008-14
- Figure 87: Vitamins and dietary supplements product introductions by format, 2008-14
-
Appendix – Trade Associations
Back to top