The U.S. Market for Nutritional Supplements: Vitamins, Minerals and Dietary Supplements, 5th Edition

Oct 1, 2004
294 Pages - Pub ID: LA977844
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Pegging 2003 sales at approximately $4.8 billion through all channels, including mass-market, health/natural, and direct/Internet, The U.S. Market for Nutritional Supplements covers nutritional supplements including vitamins, minerals, herbal supplements, nonherbal supplements and other types of food supplements, exploring this market within the value-added context of broader food and beverage trends representing both synergies and drawbacks. For example, what effect is the ongoing explosion of nutraceuticals, vitamin- and mineral-fortified products, and targeted "phoods" having on nutritional supplements, and how can supplement marketers ride these waves to their own advantage?

The U.S. Market for Nutritional Supplements examines key competitive trends and pinpoints opportunities for current and prospective marketers, taking into account the potential impact of increased government regulation of supplements, in the form of pending GMPs (Good Manufacturing Practices) and the ominous Senate Bill 722. The four principal mass-market categories—general supplements, multi-vitamins, 1 & 2 letter vitamins, and liquid supplements—are quantified to the marketer/brand share level by IRI data, and further substantiated by extensive qualitative analysis. The report documents market size and composition; marketing, new product, and retail trends, providing forecasts through 2008 and detailed consumer profiles of key demographics, based on the Spring 2004 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and households with children.

Report Methodology
The information in The U.S. Market for Nutritional Supplements is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the nutritional supplements market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2003) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2004. New product information is gathered via literature research, personal interviews and data compiled by Productscan, a service of Marketing Intelligence Service Ltd.

The report looks at every segment of the nutritional supplements market, examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of nutritional supplements. It provides up-to-date competitive profiles of marketers of nutritional supplements and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the industry.

What You’ll Get in this Report
The U.S. Market for Nutritional Supplements makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Nutritional Supplements offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream nutritional supplements marketers, specialists and analyses of the products they market)
  • Marketing Strategies
  • The Consumer (who’s buying what, and why)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the nutritional supplements market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for nutritional supplements, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for nutritional supplements based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for nutritional supplements
  • Research and development professionals stay on top of competitor initiatives and explore demand for nutritional supplements.
  • Advertising agencies working with clients in the nutritional supplements industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary
  • Scope and Methodology
    • Scope of Report
    • Exclusions
    • Report Methodology

  • Introduction
    • FDA and DSHEA at the Helm
    • Qualified Health Claims
    • Tighter Regulation on the Horizon?
    • The Market in Context

  • The Market
    • Retail Sales Approach $5 Billion in 2004
    • Combo Products Taking a Bigger Bite
    • Figure 1-1: Share of IRI-Tracked Dollar Sales of Nutritional
    • Supplements by Product Category, 1999 vs. 2003 (percent)
    • Market Composition by Product Type
    • Mass-Market Outlets Claim 70% of Sales

  • The Marketers
    • Overview
    • Royal Numico Exits Market
    • Private-Label on Top
    • Figure 1-2: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2004 (percent)
    • Dollar Sales Winners and Losers

  • Marketing and New Product Trends
    • Introductions Picking Up Steam
    • Overriding Trends
    • Trends in Children’s Supplements
    • Bridging the Diet/Sports Supplement Gap
    • Consumer Advertising Expenditures

  • Consumer Demographics and Psychographics
    • Supplements as Preventive Medicine
    • 56% of U.S. Consumers Use Vitamins

  • Looking Ahead: Trends and Opportunities
    • The Fruits of Regulation
    • Age-Related Opportunities
    • Proprietary
    • Products

Chapter 2: Introduction

  • Market Definition
    • Scope of Report
      • Exclusions

    • Product Categories and Classifications
      • Vitamins
      • Minerals
      • Supplements
      • Herbal Supplements
      • Nonherbal Supplements

    • Mass-Market Product Classifications
    • Combination Formulas
    • Other Product Classifications
      • Single-Element vs. Multivitamin/Mineral
      • Synthetic vs. Natural
      • Distribution Channel: Health/Natural vs. Mass Market
      • Demographic Segmentation

    • Delivery Systems

  • Industry Regulation
    • FDA and DSHEA at the Helm
    • DSHEA a Boon to Marketers and Retailers
    • The Nutrition Labeling and Education Act (NLEA)
      • Qualified Health Claims
      • RDAs, RDIs, DRVs, and DVs

    • DSHEA Strained by Ephedra Debacle
    • Tighter Regulation on the Horizon?
    • The Bioterrorism Act
    • Consumer Health Information for Better Nutrition Initiative
    • Mandatory Good Manufacturing Practices Pending for Nutritional Supplements

  • The Market in Context
    • Introduction
    • A National Health Crisis
    • Food Industry at Fault?
    • The Food Industry Response
    • The Low-Carb Revolution
    • America on a Diet
    • Table 2-1: Percentage Rates for Selected Diet-Related Activities and Attitudes: Overall and by Gender, 2004 (U.S. adults)
    • The Government Response
    • The Future of the Food Guide Pyramid
      • New Dietary Guidelines
      • New Low-Carb Guidelines in the Wings

    • Eating for Health
    • FDA Easing Up on Health Claims for Foods
    • Fortified Foods, Nutraceuticals, and Functional Foods
    • Here Comes “Phood”
    • Table 2-2: New Food Product Selling Points by Package Tags, 1999-2004
    • Table 2-3: New Beverage Product Selling Points by Package Tags, 1999-2004
    • Trends in Convenience/Snack Foods
    • Trends in Natural and Organic Foods
    • Trends in Allergy/Intolerance Foods
    • Trends in Sports Nutrition
    • Hope for Supplements

Chapter 3: The Market

  • Market Size and Growth
    • Retail Sales Approach $5 Billion in 2004
    • Table 3-1: Total U.S. Retail Sales of Nutritional Supplements, 2000-2004 (in millions of dollars)
    • Figure 3-1: Total U.S. Retail Sales of Nutritional Supplements, 2000-2004 (in millions of dollars)
    • Mass-Market Sales Rebound in 2003
    • Table 3-2: IRI-Tracked Dollar Sales of Nutritional Supplements, 1999-2004 (in millions of dollars)
    • Combo Products on the Ups
    • Table 3-3: IRI-Tracked Dollar Sales of Nutritional Supplements: By Product Category, 1999-2004 (in millions of dollars)
    • Table 3-4: Annual Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2000-2003 (in millions of dollars)
    • Table 3-5: Annual Percentage Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2000-2003 (percent)
    • Table 3-6: Five-Year Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 1999-2003 (in millions of dollars)

  • Market Composition
    • Combo Products Taking a Bigger Bite
    • Figure 3-2: Share of IRI-Tracked Dollar Sales of Nutritional Supplements by Product Category, 1999 vs. 2003 (percent)
    • Market Composition by Product Type
    • Figure 3-3: Share of IRI-Tracked Dollar Sales of Nutritional Supplements by Type, 2000 vs. 2004 (percent)
    • Table 3-7: IRI-Tracked Dollar Sales of Calcium Supplements, 1999-2004 (in millions of dollars)
    • Table 3-8: IRI-Tracked Dollar Sales of Joint Supplements, 1999-2004 (in millions of dollars)
    • Table 3-9: IRI-Tracked Dollar Sales of Children’s Supplements, 1999-2004 (in millions of dollars)
    • Table 3-10: IRI-Tracked Dollar Sales of Women’s Supplements, 1999-2004 (in millions of dollars)
    • Table 3-11: IRI-Tracked Dollar Sales of Eye Supplements, 1999-2004 (in millions of dollars)
    • “Specialty Supplement” Rankings
    • Herbal Product Rankings
    • Mass-Market Outlets Claim 70% of Sales
    • Figure 3-4: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2004 (percent)
    • Gender and Lifestage Patterns of Nutritional Supplement Purchasing
    • Table 3-12: Indices for Use of Selected Supplement Classifications: By Gender, 2004 (U.S. adults)
    • Table 3-13a: Indices for Use of Selected Supplement Classifications: By Adult Age Bracket, 2004 (U.S. adults)
    • Table 3-13b: Indices for Use of Selected Supplement Classifications: By Adult Age Bracket, 2004 (U.S. adults)
    • Table 3-14: Indices for Use of Selected Supplement Classifications: By Household Size, 2004 (U.S. adults)
    • Table 3-15a: Indices for Use of Selected Supplement Classifications: By Household Income Bracket (in thousands), 2004 (U.S. adults)
    • Table 3-15b: Indices for Use of Selected Supplement Classifications: By Household Income Bracket (in thousands), 2004 (U.S. adults)
    • Racial/Ethnic and Regional Patterns of Nutritional Supplement Purchasing
    • Table 3-16: Indices for Use of Selected Supplement Classifications: By Race/Ethnicity, 2004 (U.S. adults)
    • Table 3-17a: Indices for Use of Selected Supplement Classifications: By Region, 2004 (U.S. adults)
    • Table 3-17b: Indices for Use of Selected Supplement Classifications: By Region, 2004 (U.S. adults)

  • Factors to Market Growth
    • An Industry Under Fire
    • More FDA Bans in the Pipeline?
    • Senate Bill 722
    • Saving DSHEA
    • Good Manufacturing Practices for Dietary Supplements
    • Most Supplements on Solid Scientific Ground But Promotions Based on Health Claims Are Restricted
    • The Power of Marketing
    • Table 3-18: Rate of New Nutritional Supplement Product Introduction vs. Market Growth Rate, 1999-2003 (number and percent)
    • Demographic Slicing
    • The Boomer Bulge
    • Table 3-19: Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
    • Competition from “Phoods”

  • Projected Market Growth
    • Market to Top $6 Billion by 2009
    • Table 3-20: Projected U.S. Retail Sales of Nutritional Supplements, 2004-2009 (in millions of dollars)

Chapter 4: The Marketers

  • Competitive Trends
    • Mass-Market Especially Concentrated
    • Health/Natural Market Players
    • Royal Numico Exits Market
    • Trends in Private Label
    • Table 4-1: Private-Label Share of IRI-Tracked Dollar Sales of Nutritional Supplements by Category, 2000 vs. 2004 (percent)
    • Table 4-2: IRI-Tracked Dollar Sales of Private-Label Nutritional Supplements by Category, 2000 vs. 2004 (in millions of dollars)
    • Category Cross-Over and Line Extensions
    • Table 4-3: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, Fall 2004

  • Marketer and Brand Shares
    • Methodology
    • Figure 4-1: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2004 (percent)
    • Private-Label on Top
    • NBTY Takes Lead in General Supplements Category
    • Multivitamins Category a Two-Horse Race
    • Private-Label About Half of 1 & 2 Letter Vitamins Category
    • Liquid Supplements Category Highly Fragmented
    • Dollar Sales Winners and Losers
    • Table 4-4: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2000-2004 (percent)
    • Table 4-5: Top Nutritional Supplement Brands by Share of IRI-Tracked Sales, 2002-2004 (percent)
    • Table 4-6: Top Marketers and Brands of General Supplements by Share of IRI-Tracked Sales, 2004 (percent)
    • Table 4-7: Top Marketers and Brands of Multivitamins by Share of IRI-Tracked Sales, 2004 (percent)
    • Table 4-8: Top Marketers and Brands of 1 & 2 Letter Vitamins by Share of IRI-Tracked Sales, 2004 (percent)
    • Table 4-9: Top Marketers and Brands of Liquid Supplements by Share of IRI-Tracked Sales, 2004 (percent)
    • Table 4-10: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Marketers, 2000 vs. 2004 (in millions of dollars)
    • Table 4-11: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Brands, 2000 vs. 2004 (in millions of dollars)
    • Table 4-12: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Sub-Brand Lines, 2000 vs. 2004 (in millions of dollars)

Chapter 5: Competitor Profiles

  • Competitor Profile: Bayer Corp. (Bayer Group)
    • Company Overview
    • One-A-Day: Covering All Bases
    • Figure 5-1: Share of One-A-Day Multivitamin Sales by Variety, 2002 vs. 2004 (percent)
    • Piggybacking on Weight-Loss
    • Competing for Kids
    • On the Web
    • Competitor Profile: GNC Corp.
      • Company Overview
      • Background
      • Life Under Apollo
      • Market Positioning
      • Rebuilding Consumer Confidence
      • Product Launches
      • Selling Online

    • Competitor Profile: NBTY, Inc
      .
      • Company Overview
      • Table 5-1: Sales Gains by NBTY’s Nature’s Bounty and Sundown Brand Lines by Category, 2003 vs. 2004 (percent)
      • Rexall Addition Tops Spate of Acquisitions
      • Trouble at Retail?
      • Advertising and New Products
      • On the Web

    • Competitor Profile: Pharmavite LLC/Otsuka America Pharmaceutical, Inc.
      • Company Overview
      • Quality Guaranteed
      • Company Supports Government-Proposed AERs
      • Consumer Advertising and Education
      • New Products Aimed at Aging Population
      • Nature Made Online

    • Competitor Profile: Wyeth (Wyeth Consumer Healthcare)
      • Company Overview
      • Mass-Market Positioning
      • Figure 5-2: Share of Centrum Multivitamin Sales by Variety, 2002 vs. 2004 (percent)
      • An Advertising Heavy Hitter
      • Table 5-2: Share of Wyeth’s National Consumer Advertising Expenditures on Nutritional Supplements by Brand/Variety, 2002 vs. 2003 (percent)
      • Pitching New Products
      • Slow Going for Centrum Kids
      • Solgar Takes Aim at Kids

Chapter 6: Marketing and New Product Trends

  • New Product Trends
    • Introductions Picking Up Steam
    • Table 6-1: Number of Nutritional Supplement New Product
    • Introductions, 1999-2004 (number and percent)
    • Table 6-2: New Nutritional Supplement Product Selling Points by Package Tags, 1999-2004 (number)
    • Overriding Trends
    • Trends in Bone and Joint Health Supplements
    • Bone/Calcium Supplements
    • Figure 6-1: Top Calcium Supplements by Share of IRI-Tracked Sales, 2000 vs. 2004 (percent)
    • Joint Supplements
    • Figure 6-2: Top Joint Supplements by Share of IRI-Tracked Sales, 2000 vs. 2004 (percent)
    • Other Age-Related Appeals: Eye, Brain, Heart, Diabetes
    • Eye Health Supplements
    • Figure 6-3: Top Eye Supplements by Share of IRI-Tracked Sales, 2000 vs. 2004 (percent)
    • Brain Health Supplements
    • Heart Health Supplements
    • Figure 6-4: Top Heart Supplements by Share of IRI-Tracked Sales, 2000 vs. 2004 (percent)
    • Diabetes Support Supplements
    • Trends in Women’s Supplements
    • Menopausal and Menstrual Products
    • Figure 6-5: Top Women’s Supplements by Share of IRI-Tracked
    • Sales, 2000 vs. 2004 (percent)
    • Cosmetic Products
    • Other Female Appeals
    • Trends in Men’s Supplements
    • Trends in Children’s Supplements
    • Mass-Market Leaders
    • Figure 6-6: Top Children’s Supplements by Share of IRI-
    • Tracked Sales, 2000 vs. 2004 (percent)
    • Advertising Shifts
    • Licensing Trends
    • The Candy Debate
    • Natural Products
    • Probiotics and Phytosterols
    • Bridging the Diet/Sports Supplement Gap
    • Allergy Appeals
    • Table 6-3: Selected New Product Introductions, January 2003-August 2004

  • Advertising and Retail Trends
    • Consumer Advertising Expenditures
    • Top Three Marketers Account for Half of Total Adspend
    • Figure 6-7: Marketer Shares of National Consumer Advertising
    • Expenditures for Nutritional Supplements, 2002 vs. 2003 (percent)
    • Consumer Advertising Themes and Promotions
    • Trade Support
    • Retail Trends
Chapter 7: Consumer Demographics and Psychographics
  • Introduction
    • Simmons Market Research Bureau Data
    • Supplements as Preventive Medicine
    • 56% Use Vitamins
    • Age as Leading Indicator
    • Supplement Socio-Economics
    • Table 7-1: Indices for Vitamin Use Among Consumers Who Agree with Selected Statements, 2004 (U.S. adults)
    • Table 7-2: Usage Rates for Selected Vitamin Classifications, 2004 (U.S. adults)
    • Table 7-3: Demographic Characteristics Favoring Use of Vitamins, 2004 (U.S. adults)
    • Table 7-4: Demographic Characteristics Favoring Use of Vitamins Once a Day, 2004 (U.S. adults)
    • Table 7-5: Demographic Characteristics Favoring Use of Vitamins More Than Once Daily, 2004 (U.S. adults)

  • Consumer Focus: Attitudes & Opinions
    • Anomalies by Age
    • Preference for Alternative Medicine Among Asians, Hispanics
    • Variations by Household Income
    • Table 7-6a: Indices Among Vitamin Users for Agreement with Selected Statements: By Age Bracket, 2004 (U.S. adults)
    • Table 7-6b: Indices Among Vitamin Users for Agreement with Selected Statements: By Age Bracket, 2004 (U.S. adults)
    • Table 7-7: Indices Among Vitamin Users for Agreement with Selected Statements: Female vs. Male, 2004 (U.S. adults)
    • Table 7-8: Indices Among Vitamin Users for Agreement with Selected Statements: By Race/Ethnicity, 2004 (U.S. adults)
    • Table 7-9a: Indices Among Vitamin Users for Agreement with Selected Statements: By Region, 2004 (U.S. adults)
    • Table 7-9b: Indices Among Vitamin Users for Agreement with Selected Statements: By Region, 2004 (U.S. adults)
    • Table 7-10a: Indices Among Vitamin Users for Agreement with Selected Statements: By Household Income Bracket (in Thousands), 2004 (U.S. adults)
    • Table 7-10b: Indices Among Vitamin Users for Agreement with Selected Statements: By Household Income Bracket (in Thousands), 2004 (U.S. adults)

  • Consumer Focus: Usage by Product Type
    • 33% Use Multiple-Formulas
    • Seniors Are Three Times as Likely to Use Vitamin D
    • Women Post Index of 152 for Calcium Supplements
    • Blacks Show Index of 180 for Iron Supplements
    • Alternative Medicine Consumers Show Index of 312 for Herbal Supplements
    • Table 7-11: Usage Rates for Selected Supplement Classifications: By Types Used Most Often, 2004 (U.S. adults)
    • Table 7-12: Demographic Characteristics Favoring Use of Multiple-Formula Vitamins, 2004 (U.S. adults)
    • Table 7-13: Demographic Characteristics Favoring Use of Calcium Supplements, 2004 (U.S. adults)
    • Table 7-14: Demographic Characteristics Favoring Use of Vitamin C, 2004 (U.S. adults)
    • Table 7-15: Demographic Characteristics Favoring Use of Vitamin E, 2004 (U.S. adults)
    • Table 7-16: Demographic Characteristics Favoring Use of Dietary Supplements, 2004 (U.S. adults)
    • Table 7-17: Demographic Characteristics Favoring Use of Vitamin B-12, 2004 (U.S. adults)
    • Table 7-18: Demographic Characteristics Favoring Use of Vitamin B-Complex, 2004 (U.S. adults)
    • Table 7-19: Demographic Characteristics Favoring Use of Fish Oil Supplements, 2004 (U.S. adults)
    • Table 7-20: Demographic Characteristics Favoring Use of Iron Supplements, 2004 (U.S. adults)
    • Table 7-21: Demographic Characteristics Favoring Use of Antioxidants, 2004 (U.S. adults)
    • Table 7-22: Demographic Characteristics Favoring Use of High-Potency Vitamins, 2004 (U.S. adults)
    • Table 7-23: Demographic Characteristics Favoring Use of Garlic Supplements, 2004 (U.S. adults)
    • Table 7-24: Demographic Characteristics Favoring Use of Vitamin D, 2004 (U.S. adults)
    • Table 7-25: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Frequently Take Preventive Medicine, 2004 (U.S. adults)
    • Table 7-26: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Take Vitamins/Minerals for Long-Term Benefits, 2004 (U.S. adults)
    • Table 7-27: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Vitamins/Nutrients Make a Difference, 2004 (U.S. adults)
    • Table 7-28: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Make Sure I Exercise Regularly, 2004 (U.S. adults)
    • Table 7-29: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Nutritional Value Is Most Important in the Food I Eat, 2004 (U.S. adults)
    • Table 7-30: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: People Need More Vitamins When Older, 2004 (U.S. adults)
    • Table 7-31: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Prefer Alternative Medicine to Standard Medical Practice, 2004 (U.S. adults)
    • Table 7-32: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Always Look for Most Advanced Medications Available, 2004 (U.S. adults)
    • Table 7-33: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Will Pay Anything When It Concerns My Health, 2004 (U.S. adults)
    • Table 7-34: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Spend What I Have To To Look Younger, 2004 (U.S. adults)
    • Table 7-35: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Don’t Have Time To Prepare/Eat Healthy Meals, 2004 (U.S. adults)
    • Table 7-36: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Over-the-Counter Medications Are Safer Than Prescription Drugs, 2004 (U.S. adults)

  • Consumer Focus: Usage by Brand
    • 19% Use Centrum
    • Middle-Age vs. Senior Skews
    • Mixed Bag by Race and Region
    • Upscale/Downscale Pattern for Centrum, One-A-Day, Caltrate
    • Table 7-37: Usage Rates for Selected Supplement Classifications: By Brands Used Most Often, 2004 (U.S. adults)
    • Table 7-38: Demographic Characteristics Favoring Use of Centrum (Any) Vitamins, 2004 (U.S. adults)
    • Table 7-39: Demographic Characteristics Favoring Use of Store-Brand Vitamins, 2004 (U.S. adults)
    • Table 7-40: Demographic Characteristics Favoring Use of One-A-Day (Any) Vitamins, 2004 (U.S. adults)
    • Table 7-41: Demographic Characteristics Favoring Use of Nature Made (Any) Vitamins, 2004 (U.S. adults)
    • Table 7-42: Demographic Characteristics Favoring Use of Caltrate Vitamins, 2004 (U.S. adults)
    • Table 7-43: Demographic Characteristics Favoring Use of GNC Vitamins, 2004 (U.S. adults)
    • Table 7-44: Demographic Characteristics Favoring Use of Theragran (Any) Vitamins, 2004 (U.S. adults)
    • Table 7-45: Demographic Characteristics Favoring Use of Os-Cal Vitamins, 2004 (U.S. adults)

Chapter 8: Looking Ahead

  • Trends and Opportunities
  • The Fruits of Regulation
  • Age-Related Opportunities
  • Proprietary Products
  • Phoods and Forms
  • The Omega Wave
  • Cross-Over Appeals
  • International Influences

Appendix: Addresses of Selected Marketers

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