Vitamins, Minerals and Supplements Consumer: Incl Impact of COVID-19 - US - August 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
COVID-19: Market context
EXECUTIVE SUMMARY 
Top takeaways 
Market overview: COVID-19 health concerns support market growth despite recession  
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
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
Figure 3: Reasons for taking immunity support, May 2020
Lack of awareness is a barrier for emerging supplements
Figure 4: Supplement familiarity and usage, May 2020
Younger men are a key target
Figure 5: Supplement familiarity and usage, by gender and age, May 2020
Brand loyalty can be challenged
Figure 6: Purchase drivers, May 2020
Private label gain sales amid increasing consumer acceptance
Figure 7: Store brand preference, by purchase drivers, May 2020
THE MARKET – KEY TAKEAWAYS
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 
COVID-19 health concerns support VMS market growth despite recession 
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
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
Figure 11: Consumer confidence and unemployment, 2000-April 2020
SEGMENT PERFORMANCE 
Despite high use of multivitamins, supplements drive market growth 
Figure 12: Total US retail sales of vitamins, minerals and supplements, by segment, at current prices, 2018 and 2020
MARKET FACTORS 
VMS products increase in importance during pandemic 
Figure 13: GDP change from previous period, Q1 2007-Q1 2020
Figure 14: Purchase behaviors since the start of 2020, May 2020
Older adults are a key demographic
Figure 15: Population aged 18 or older, by age, 2015-25
The VMS market is a family affair
Figure 16: Product usage, by parental status and gender, May 2020
MARKET OPPORTUNITIES 
Format innovation can help brands stand out in the crowd
Figure 17: New format examples from leading VMS brands
Immune support, stress relief offer consumers support in uncertain times
Figure 18: Mintel Global Trend Driver - Wellbeing
Figure 19: Immune support examples
Figure 20: Stress relief examples
Online presence increasingly important for VMS brands 
Figure 21: Total US retail sales of vitamins, minerals and supplements, by channel, at current prices, 2015-20
COMPANIES AND BRANDS – KEY TAKEAWAYS 
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 
Major players see sales gains after year of slight decline
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
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
Figure 24: US multi-outlet sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2019 and 2020
COMPETITIVE STRATEGIES
Private label brands continue to gain sales
Figure 25: Private label vitamin, mineral and supplement examples
Leading multivitamin brands face increased competition from innovative smaller players
Figure 26: Multivitamin  examples
THE CONSUMER – KEY TAKEAWAYS 
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
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
Vitamins remain the foundation of the VMS market
Figure 27: Product usage, May 2020
Older adults subscribe to preventive health
Figure 28: Product usage, by age, May 2020
Parents have a natural entrance into the VMS market
Figure 29: Product usage, by parental status and gender, May 2020
VMS consumers are dedicated and consistent
Figure 30: Product usage frequency, May 2020
CHANGES IN PURCHASING VMS PRODUCTS
Adults are stocking up on wellness essentials
Figure 31: Purchase behaviors since the start of 2020, May 2020
Family needs support VMS purchases through an economizing mindset
Figure 32: Ailments experienced in the past 12 months, by various demographics, January 2020
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
Immunity benefits grow in importance due to health safety concerns
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
Figure 35: Immunity support purchasing since the start of 2020, by age, May 2020
Prevention messaging resonates with consumers
Figure 36: Vitamins currently taken, July 2019
Figure 37: Reasons for taking immunity support, May 2020
Younger age groups changed routines due to COVID-19
Figure 38: Reasons for taking immunity support, by age, May 2020
SUPPLEMENT FAMILIARITY AND USAGE
Lack of interest is a significant barrier for the supplements segment
Figure 39: Supplement familiarity and usage, May 2020
Younger men are a key target for the supplement segment
Figure 40: Supplement familiarity and usage, by gender and age, May 2020
PURCHASE DRIVERS
The conflict of quality and affordability
Figure 41: Purchase drivers, May 2020
Stock-up purchasing is motivated by quality and brand preference
Figure 42: Purchase behaviors since the start of 2020, by purchase drivers, May 2020
NAME BRAND AND STORE BRAND PREFERENCES
Brand loyalty can be challenged
Figure 43: General brand preferences, May 2020
Older Hispanics garner strong brand preferences
Figure 44: General brand preferences, by age and Hispanic origin, May 2020
Consumers acknowledge it is a compromise to buy store brand
Figure 45: Store brand preference, May 2020
Price-conscious consumers will support store brand purchasing
Figure 46: Store brand preference, by purchase drivers, May 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
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
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
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
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
Figure 59: US minerals – zinc and magnesium – all channels*, growth % 2015-20
Figure 60: US herbs and botanicals, growth % – all channels*, 2015-20