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.

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