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Vitamins, Minerals and Supplements - US - September 2014

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

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