Nutritional Supplements in the U.S., 3rd Edition

Sep 1, 2008
270 Pages - Pub ID: LA1634930
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Economic downturn of 2008 notwithstanding, the U.S. market for nutritional supplements is poised for healthy growth, with sales forecast to climb 39% from 2007 to 2012 to reach $8.5 billion, following a major rebound in 2006-2007.

Helping to protect the category as consumers tighten their discretionary spending belts are the strong preventive health care angle of supplements and the market’s sizeable component of better-off demographics including aging Baby Boomers. Nutritional Supplements in the U.S. reports on numerous other positive factors also at play, including industry efforts to promote supplements as more essential than ever in weak economic times since they can help to avert the need for much costlier prescription drugs and medical treatments, bolstered product credibility as a result of the newly implemented federal GMP (Good Manufacturing Practices) and AER (adverse event report) requirements, increased industry self-regulation, and a steady stream of innovative new products targeting an ever broader range of increasingly specific conditions—especially the many age-related issues of aging Boomers and seniors.

This Packaged Facts report examines the U.S. market for nutritional supplements sold to consumers through the entire retail spectrum, including vitamins, minerals, herbals, homeopathics and combination products. The report provides extensive retail sales breakouts, past and future, along with a thorough examination of market drivers, the competitive situation, marketer and brand shares, marketing trends, and consumer trends, including health, wellness and dietary patterns and interest in nutraceutical foods and beverages.

Special features of Nutritional Supplements in the U.S. include a detailed examination of sales and market share trends in the natural supermarket channel, and of condition-specific products in myriad mass-market segments including joint, calcium, children’s, eye, energy, heart, men’s, women’s, brain, digestive and cosmetic. The report also covers topics including organic and “green” appeals, product customization and global trends.

Using Information Resources, Inc.’s InfoScan Review data, the report quantifies sales and marketer/brand shares across four mass-market categories (General Supplements, Multivitamins, 1 & 2 Letter Vitamins, and Liquid Vitamins), while using SPINSscan reporting to quantify sales and brand shares through natural supermarkets for two classifications (Vitamins & Supplements and Herbals & Homeopathics). Simmons Market Research Bureau and BIGresearch consumer survey data form the basis of an in-depth examination of product and brand penetration levels, while also exploring consumer attitudes toward nutritional supplements vis-à-vis related trends such as preventive health care, healthy eating and the economy. The report also quantifies new product introductions based on Datamonitor’s Productscan Online tracking service and extensive Internet canvassing, and profiles selected marketers of nutritional supplements including Alacer Corp. (Emergen-C), Bayer (One-A-Day ), GNC, NBTY (Nature’s Bounty) and Nature’s Way.
Chapter 1: Executive Summary
Market Definition
Scope of Report
Exclusions
Product Categories and Classifications
Report Methodology
The Market
Retail Sales Reach $6 Billion in 2007
Mass-Market Sales Turn Around
Natural Supermarket Sales at $1.2 Billion in 2007
Figure 1-1: Comparative Sales Growth of Nutritional Supplement Sales by Channel: Mass-Market, Natural Supermarket, Overall: 2005-2006 vs. 2006-2007 (percent)
General Supplements Dominate Mass-Market Sales
Condition-Specific Products Gaining Ground
Market Outlook
The Marketers
Competitive Overview
Natural Product Marketers
Private-Label Share Declines from 2003 to 2007
NBTY and Pharmavite Make Big Market Gains
Condition-Specific Products Charting Healthy Growth
Top Brands in the Natural Supermarket Channel
Figure 1-2: Market Share of Vitamins/Supplements in the Natural Supermarket Channel: Top Five Brands Combined vs. All Other, 2005-2008 (percent)
New Product Trends
Supplement Introductions Surge, Then Dive
“Natural” and “Upscale” the Most Frequently Seen Claims
Macro Trends
Supplements Marketers Offering More Bang for the Buck
Enzymatic Therapy Launches Certified Organic Supplement
Superfood Supplements Competing with Functional Foods
Kids Supplements Filling in Dietary Gaps
Cosmeceuticals Promise Beauty in a Bottle
Consumer Trends
56% of Adults Use Supplements
Figure 1-3: Percent of Adults Using Nutritional Supplements, 2003-2008 (U.S. adults)
Fish Oil/Omega 3 Supplements Posts Biggest Usage Gains
Top Brand Lines Are Multivitamins
Faith and Doubt on Supplement Efficacy
Supplement Users Proactive About Healthcare
40% of Supplement Users Are Boomers
Other Key Demographic Groups
Chapter 2: Introduction
Market Definition
Scope of Report
Exclusions
Product Categories and Classifications
Vitamins
Minerals
Supplements
Product Classifications
Mass-Market Channel
Natural Channel
Combination Formulas
Other Product Classifications
Single-Element vs. Multivitamin/Mineral
Synthetic vs. Natural
Demographic Segmentation
Delivery Systems
Industry Regulation
FDA and DSHEA Oversee Supplements Industry
The Nutrition Labeling and Education Act (NLEA)
Qualified Health Claims
RDAs, RDIs, DRVs and DVs
The Dietary Supplement Health and Education Act
DSHEA Remains FDA Focus, Evolves
FDA Releases Good Manufacturing Practices for Dietary
Supplements
Congress Passes Adverse Event Reports (AER) Bill
CRN Spearheading Industry Self-Regulation
Chapter 3: The Market
Market Size and Growth
Retail Sales Reach $6 Billion in 2007
Table 3-1: U.S. Retail Sales of Nutritional Supplements, 2003- 2007 (in millions of dollars)
Mass-Market Sales Turn Around
Table 3-2: Mass-Market Sales of Nutritional Supplements, 2003-2007 (in millions of dollars)
General Supplements Category Leads Mass-Market Recovery
Table 3-3: Mass-Market Sales of Nutritional Supplements: By Product Category, 2003-2007 (in millions of dollars)
Table 3-4: Annual Dollar Growth/Decline in Mass-Market Sales of Nutritional Supplements: By Product Category, 2004-2007 (in millions of dollars)
Table 3-5: Annual Percentage Growth/Decline in Mass-Market Sales of Nutritional Supplements: By Product Category, 2004-2007 (percent)
Natural Supermarket Sales at $1.2 Billion in 2007
Table 3-6: Natural Supermarket Sales of Nutritional Supplements, 2005-2007 (in millions of dollars)
Figure 3-1: Comparative Sales Growth of Nutritional Supplement Sales by Channel: Mass-Market, Natural Supermarket and Overall: 2005-2006 vs. 2006-2007 (percent)
Market Composition
General Supplements Dominate Mass-Market Sales
Figure 3-2: Share of Mass-Market Sales of Nutritional Supplements by Product Category, 2003 vs. 2007 (percent)
Condition-Specific Products Gaining Ground
Table 3-7: Mass-Market Sales and Market Share of Condition- Specific Supplements, 2003-2007 (in millions of dollars and percent)
Joint Supplements Surpass Calcium Supplements
Children’s Supplements on the Ups
Double-Digit Growth in Eye and Energy Supplements
Heart Supplements Chart Fastest Rate of Growth
Women’s Supplements Lose Ground
Trends in Brain, Digestive and Cosmetic Supplements
Figure 3-3: Share of IRI-Tracked Sales of Nutritional Supplements: By Condition-Specific Type, 2003 vs. 2007 (percent)
Table 3-8: Mass-Market Sales of Condition-Specific Supplements: By Product Type, 2003-2007 (in millions of dollars)
Table 3-9: Annual Dollar Growth/Decline in Mass-Market Sales of Condition-Specific Supplements: By Product Type, 2003- 2007 (in millions of dollars)
Table 3-10: Annual Percentage Growth/Decline in Mass- Market Sales of Condition-Specific Supplements: By Product Type, 2003-2007 (percent)
Natural Supermarket Channel Trends: Vitamins/Supplements Is Larger Classification
Figure 3-4: Share of Natural Supermarket Sales of Nutritional Supplements by Classification, 2005-2007 (percent) Supplement Oils Lead Vitamins/Supplements Classification
Table 3-11: Sales of Top Five Selling Vitamins/Supplements Categories in the Natural Supermarket Channel, 2005-2007 (in millions of dollars and percent)
Table 3-12: Share of Sales of Top Five Selling Vitamins/Supplements Categories in the Natural Supermarket Channel, 2005-2007 (percent)
Table 3-13: Top Five Vitamins/Supplements Growth Categories in the Natural Supermarket Channel, 2005-2007 (in millions of dollars and percent)
“Other Herbals” Dominate Herbals/Homeopathics Classification
Table 3-14: Dollar Sales of Top Five Selling Herbals/Homeopathics Categories in the Natural Supermarket Channel, 2005-2007 (in millions of dollars and percent)
Table 3-15: Share of Dollar Sales of Top Five Selling Herbals/Homeopathics Categories in the Natural Supermarket Channel, 2005-2007 (percent)
Table 3-16: Top Five Herbals/Homeopathics Growth Categories in the Natural Supermarket Channel, 2005-2007 (in millions of dollars and percent)
Supermarkets Lead in Supplement Sales
Figure 3-5: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2008 (percent)
Market Outlook
Macro Trends
Economy Overshadows Health as Major Concern
Table 3-17: Percentage of Adults with Little or No Confidence in Short-Term Prospects for the Economy, April 2003-April 2008 (U.S. adults)
Purchasing Patterns Already Shifting
Figure 3-6: Producer Price Index for Nutritional Supplements, 2002-2008
Table 3-18: Percentage of Adults Who Are More Practical or Realistic in Their Purchases, Month Over Month: October 2007-April 2008 (U.S. adults)
Table 3-19: Adults Who Plan to Decrease Spending by Age Range Year Over Year: April 2003-April 2008 (percent) Industry Working to Position Supplements as Necessities
Health Concerns Impact American Diets
Supplement Users Especially Interested in Preventive Health
Table 3-20: Use of Nutritional Supplements by Strong Agreement with Selected Psychographic Statements, 2008 (percent and index of US adults)
Ongoing Competition from Functional Foods
The Natural/Organic Connection
Supplements Go Green
Aging Baby Boomers an Underpinning Market Force
Figure 3-7: Percent of Adults Using Nutritional Supplements: By Age Bracket, 2008 (U.S. adults)
Figure 3-8: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2008 (percent of total U.S. adult users)
Table 3-21: Projected U.S. Population by Age Bracket, 2007- 2015 (in thousands)
Supplement Efficacy Still Being Challenged
Looking Ahead
Short-Term Success Tied to Economic Trends
Growing Interest in Private Label
Fewer Convenience Packs, More “Family Size” Containers
Condition-Specific Trend Begetting Genetic Customization
Opportunities in Sleep Disorders, Stress Reduction
Boomers Will Ensure Steady Growth
Green Packaging
Projected Market Growth: Sales to Reach $8.5 Billion by 2012
Table 3-22: Projected U.S. Retail Sales of Nutritional Supplements, 2007-2012 (in millions of dollars)
International Perspective
Asia-Pacific the Top Region Worldwide
Herbal Market Size and Growth
Opportunities for U.S. Marketers
China
Eastern Europe
Brazil
India
Global Outlook
Chapter 4: The Marketers
Competitive Overview
Natural Product Marketers
Direct Marketing Companies
NBTY Wins Bid on Leiner Health Products
GNC Acquired by New Private Equity Firm
Bayer HealthCare Acquires Citracal
Trends in Private Label
Private-Label Share Declines from 2003 to 2007
Figure 4-1: Private-Label Share of Mass-Market Sales of Nutritional Supplements by Category: 2003 vs. 2007 (percent)
Table 4-1: Mass-Market Sales of Private-Label Nutritional Supplements by Category: 2003 vs. 2007 (in millions of dollars and percent)
Category Cross-Over and Line Extensions
Consumer Advertising Themes and Promotions
Trade Support
Retail Channel Trends
Supermarkets Focus on Health/Wellness
Natural Grocers Continue to Extend Reach, Led by Whole Foods
GNC Retooling for Future Growth
Table 4-2: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2008
Marketer and Brand Shares
Methodology
NBTY and Pharmavite Make Big Gains
NBTY Leads in General Supplements
Multivitamins Category a Two-Horse Race
Pharmavite, Private Label Dominate in 1 & 2 Letter Vitamins
Liquid Supplements Category Highly Fragmented
Table 4-3: Top Twenty Marketers of Nutritional Supplements by Dollar Sales and Share of IRI-Tracked Sales, 2003 vs. 2007 (in millions of dollars and percent)
Table 4-4: Top Twenty Nutritional Supplement Brands by Dollar Sales and Share of IRI-Tracked Sales, 2003 vs. 2007 (in millions of dollars and percent)
Table 4-5: Top Marketers and Brands of General Supplements by IRI-Tracked Sales and Market Share, 2007-2008 (in millions of dollars and percent)
Table 4-6: Top Marketers and Brands of Multivitamins by IRITracked Sales and Market Share, 2007-2008 (in millions of dollars and percent)
Table 4-7: Top Marketers and Brands of 1 & 2 Letter Vitamins by IRI-Tracked Sales and Market Share, 2007-2008 (in millions of dollars and percent)
Table 4-8: Top Marketers and Brands of Liquid Vitamins by IRI-Tracked Sales and Market Share, 2007-2008 (in millions of dollars and percent)
Focus on Condition-Specific Products
Condition-Specific Products Charting Healthy Growth
Table 4-9: Mass-Market Sales and Market Share of Condition- Specific Products by Type, 2003 vs. 2007 (in millions of dollars and percent)
Osteo Bi-Flex on Top in Joint Health Supplements
Table 4-10: Mass-Market Sales and Market Share of Joint Supplements, 2007-2008 (in millions of dollars and percent)
Caltrate No. 1 in Calcium Supplements
Table 4-11: Mass-Market Sales and Market Share of Calcium Supplements, 2007-2008 (in millions of dollars and percent)
Children’s Supplements Led by Bayer’s Flintstones
Table 4-12: Mass-Market Sales and Market Share of Children’s Supplements, 2007-2008 (in millions of dollars and percent)
Bausch & Lomb Dominates in Eye Care Supplements
Table 4-13: Mass-Market Sales and Market Share of Eye Care Supplements, 2007-2008 (in millions of dollars and percent)
Chaser 5 Hour Energy a Big Hit in Energy Supplements
Table 4-14: Mass-Market Sales and Market Share of Energy Supplements, 2007-2008 (in millions of dollars and percent)
NBTY’s Q-Sorb Out Front in Heart Health Supplements
Table 4-15: Mass-Market Sales and Market Share of Heart
Supplements, 2007-2008 (in millions of dollars and percent)
One-A-Day a Strong No. 1 in Men’s Supplements
Table 4-16: Mass-Market Sales and Market Share of Men’s
Supplements, 2007-2008 (in millions of dollars and percent)
Women’s Supplements Target Menopausal and Prenatal Health
Table 4-17: Mass-Market Sales and Market Share of Women’s
Supplements, 2007-2008 (in millions of dollars and percent)
Sales Trending Down in Brain Health Segment
Table 4-18: Mass-Market Sales and Market Share of Brain Health Supplements, 2007-2008 (in millions of dollars and percent)
Digestive Health Supplements Going Strong
Table 4-19: Mass-Market Sales and Market Share of Digestive
Health Supplements, 2007-2008 (in millions of dollars and percent)
Olay Losing Ground in Cosmetic Supplements Segment
Table 4-20: Mass-Market Sales and Market Share of Cosmetic Supplements, 2007-2008 (in millions of dollars and percent)
Diabetes Support Supplements Still a Tiny Segment
Focus on Natural Supermarket Brands
Natural Supplement Sales Up 6.5% in 2008
Figure 4-2: Natural Supermarket Sales of Nutritional Supplements, 2007 vs. 2008 (in millions of dollars and percent)
Top Five Brands Account for One-Fifth of Sales in Vitamins/Supplements Classification
Figure 4-3: Market Share of Vitamins/Supplements in the Natural Supermarket Channel: Top Five Brands Combined vs. All Other, 2005-2008 (percent)
Table 4-21: Market Share of Top Five Brands of Vitamins/Supplements in the Natural Supermarket Channel, 2005-2008 (percent)
Table 4-22: Sales of Top Five Brands of Vitamins/Supplements in the Natural Supermarket Channel, 2005-2007 (in millions of dollars)
Table 4-23: Sales of Top Five Brands of Vitamins/Supplements in the Natural Supermarket Channel, 2007-2008 (in millions of dollars)
Top Five Brands Claim One-Third of Sales in Herbals/Homeopathics Classification
Figure 4-4: Market Share of Top Five Brands of Herbal/Homeopathic Supplements in the Natural
Supermarket Channel, 2005-2008 (percent)
Table 4-24: Sales of Top Five Brands of Herbal/Homeopathic Supplements in the Natural Supermarket Channel, 2005- 2007 (in millions of dollars)
Table 4-25: Sales of Top Five Brands of Herbal/Homeopathic Supplements in the Natural Supermarket Channel, 2007- 2008 (in millions of dollars)
Chapter 5: Competitor Profiles
Competitor Profile: Alacer Corp
Company Overview
The Alacer Product Lineup
Emergen-C Sales Post Double-Digit Gains
Figure 5-1: Alacer Corp. Mass-Market Sales Growth, 2003- 2008 (in millions of dollars)
Website, Promotions Focus on Feeling Good
Emergen-C in a Bottle
Competitor Profile: Bayer Corp
Company Background
One-A-Day: Chasing the Top Spot in Multivitamins
Figure 5-2: Share of One-A-Day Multivitamin Sales by Variety, 2003 vs. 2008 (percent)
One-A-Day Original a Big Winner
Table 5-1: Mass-Market Sales of Selected One-A-Day Products, 2007-2008 (in millions of dollars)
Competing for Seniors, Kids
Citracal Gives Bayer Additional Market Clout
Table 5-2: Timeline of Selected One-A-Day New Product Introductions, 2005-2008
Competitor Profile: GNC Corp
Company Background
A History of Acquisitions
Navigating Troubled Financial Waters
On the Right Track with Rite Aid
Redesigned GNC Stores on the Way
International Expansion
Competitor Profile: NBTY, Inc. (Nature’s Bounty)
Company Background
Spate of Acquisitions Fuels Growth
More Than Nature’s Bounty
Figure 5-3: Share of NBTY Brand Sales, 2003 vs. 2008 (percent)
Looking Ahead
Competitor Profile: Nature’s Way
Company Background
A Company of Firsts
Small Company, Big Growth Potential
Figure 5-4: Nature’s Way Share of Natural Supermarket Sales of Herbal/Homeopathic Supplements, 2005-2008 (percent)
Chapter 6: New Product Trends
Supplement Introductions Surge, Then Dive
Table 6-1: Number of Nutritional Supplement New Product Reports and SKUs, 2003-2008 (number)
“Natural” and “Upscale” the Most Frequently Seen Claims
Table 6-2: Top Package Tags/Claims for New Nutritional Supplement Products, 2003-2007 (number)
Figure 6-1: High-Growth Nutritional Supplement Package Tags/Claims, 2007 vs. 2003 (number)
Macro Trends
Homing in on Age 50
Trends in Joint and Bone Health Supplements
Calcium Products Flagging
Heart Health Supplements Going Strong
Pharmavite Parlays in Cholesterol-Lowering Ingredient
Pantesin
Other Heart Supplements Still Relying on CoQ-10 and EFAs
Eye Care Supplements Getting More Scientific Support
Bladder Health Supplements Join Aging-Related Pack
Obesity Epidemic Spurs Interest in Diabetes Support Products
Supplements Marketers Offering More Bang for the Buck
Non-Supplement OTC Health Brands Crossing Over
Supplement Customization Reaches New Levels
Hispanic-Specific Supplements
Alternate Delivery Systems Tout Efficacy, Novelty
Drinkable Supplements
Gummies and Gels
Sprays and Mists
Chocolate and Clay
Easier to Swallow
Despite Fuzziness of Term, “Natural” Still Going Strong
Enzymatic Therapy Launches Certified Organic Supplement
Homeopathic Products Popular Despite Critics
Superfood Supplements Competing with Functional Foods
The Success of the Superfruit
Probiotics, Prebiotics and Enzymes Target Digestive Health
Kids Supplements Filling in Dietary Gaps
Cosmeceuticals Promise Beauty in a Bottle
Women’s Supplements Losing Steam
Supplements “To Go”
Chapter 7: Consumer Trends
Introduction
Notes on Simmons Data
56% of Adults Use Supplements
Figure 7-1: Percent of Adults Using Nutritional Supplements, 2003-2008 (U.S. adults)
Fish Oil/Omega 3 Supplements Posts Biggest Usage Gains
Figure 7-2: Top Types of Nutritional Supplement by Usage
Rates, 2003 vs. 2008 (percent of U.S. adults)
Top Brand Lines Are Multivitamins
Figure 7-3: Top Nutritional Supplement Brand Lines by Usage Rates, 2003 vs. 2008 (percent of U.S. adults)
Table 7-1: Overview of Nutritional Supplement Usage, 2008 (percent and number of U.S. adults)
Consumer Psychographics
Faith and Doubt on Supplement Efficacy
Figure 7-4: Percentage of Adults Agreeing or Disagreeing with Statement, “Vitamins/Minerals Make a Difference,” 2008 (U.S. adults)
Figure 7-5: Percentage of Supplement Users Agreeing or Disagreeing with Statement, “Vitamins/Minerals Make a Difference,” 2008 (U.S. adult users of supplements)
Figure 7-6: Percentage of Daily Supplement Users Agreeing or Disagreeing with Statement, “Vitamins/Minerals Make a Difference,” 2008 (U.S. adult users of supplements)
Supplement Users Proactive About Healthcare
Stronger Skews for Specialized Products
A Taste for Alternatives
An Ounce of Prevention
Branded vs. Private Label
Table 7-2: Overall Psychographic Indicators for Nutritional Supplement Users, 2008 (percent and index of U.S. adults)
Table 7-3: Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2008 (percent of U.S. adults)
Table 7-4: Overall Psychographic Indicators for Daily Users of Nutritional Supplements, 2008 (percentages and number of U.S. adults who use supplements daily)
Table 7-5: Top Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2008 (percent and index of U.S. adults)
Table 7-6: Top Psychographic Indicators for Nutritional Supplement Usage by Brand, 2008 (percent and index of U.S. adults)
Consumer Demographics
Age Is Leading Demographic Indicator
Figure 7-7: Percent of Adults Using Nutritional Supplements: By Age Bracket, 2008 (U.S. adults)
40% of Supplement Users Are Boomers
Figure 7-8: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2008 (percent of total U.S. adult users)
Usage Edging Up Within Age Brackets
Figure 7-9: Percent of Teens Using Nutritional Supplements, 2008 (U.S. children age 12-17)
The Gender Gap
Supplement Socio-Economics
Patterns by Product Type
Patterns by Brand Line
Diverse Skews for Organic Products and Online Research
Figure 7-10: Demographic Indicators for Purchasing Organic Nutritional Supplements, May 2008 (index and percent of U.S. demographic groups)
Figure 7-11: Demographic Indicators for Researching Medicines and Supplements Online, June 2008 (index and percent of U.S. demographic groups)
Table 7-7: Nutritional Supplement Usage: Overall Demographic Patterns, 2008 (percent, number and index of U.S. adults)
Table 7-8: Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2003 vs. 2008 (U.S. adults)
Table 7-9: Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women (U.S. adults)
Table 7-10: Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2003 vs. 2008 (U.S. adults)
Table 7-11: Demographics for Those Using Nutritional Supplements Once or More Daily, 2008 (percent, number and index of U.S. adults)
Table 7-12: Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2008 (percent and index of U.S. adults)
Table 7-13: Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line, 2008 (percent and index of U.S. adults)
Appendix: Addresses of Selected Marketers

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