The U.S. Market for Vitamins, Supplements, and Minerals

Jun 1, 2002
390 Pages - Pub ID: LA727177
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  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    The Products
    • Historical Overview
    • NLEA Allows Health Claims
    • The Dietary Supplement Health and Education Act
    • FDA Attempts to Reassert Itself but Fails
    • FDA Litigation Continues
    • Product Breakouts

    The Market
    • 2001 Sales at $9 Billion
    • Gains Made from 1997 Across All Categories
    • Table 1-1: Retail Sales of U.S. Vitamin, Supplement, and Mineral Market, 1997-2006
    • Vitamins Claim Largest Share of Market
    • Sales by Retail Outlet Type
    • U.S. Heartland Sees Greater Increase in VSM Sales
    • Positive Factors Affecting Market Growth
    • Negative Factors Affecting Market Growth

    The Marketers
    • Approximately 1,500 Companies in Field
    • Leading VSM Marketers
    • Private-Label Brands Hold Large Share of Shelf Space
    • Marketing Methods Vary by Retail Channel
    • Increased Competition Will Lead to Shake-Outs
    • Mergers, Acquisitions, and Downsizing
    • Product Introductions Important; Declining
    • Table 1-2:
    • The U.S. VSM Market: Number of Product Introductions, 1990-2002*
    • Line Extensions Used to Gain Shelf Space
    • VSMs and Medical Legitimacy
    • Joint Products Keep Market Flexible
    • Women’s Products Growing
    • VSM Advertising Positioning

    Distribution and Retail
    • Two Distinct Distribution Sectors
    • Distributor and Wholesaler Services
    • Distributor Margins for the Two Sectors
    • Many Buy Direct
    • Number of Stores Carrying VSM
    • Private-Label Products Proliferating
    • Health and Natural Product Stores Retain Largest Market Share
    • Drugstores a “Natural” for VSM Sales
    • Mass Merchandisers Compete on Price
    • Supermarkets: Room for Growth
    • Direct Sales Stable, Internet in Flux

    The Consumer
    • About Half of U.S. Adults Use VSM Products
    • Demographics of VSM Users
    • Most Types of Use Increased from 2000 to 2001
    • Multiple Formulas Most Popular, Followed by Vitamins C and E
    • Table 1-3:
    • (U.S. Adults)
    • Consumer Use by Brand
    • Consumers Satisfied with VSM Products
    • Reasons for Taking VSM Products
    • Opinions About Safety
    • Consumers Not Talking to Doctors; Seek Information
  2. The Products
    Scope of the Report
    • Nutritional Vitamins, Supplements, and Minerals Sold at Retail

    History of the Industry
    • Vitamin Deficiencies Discovered
    • A Market Develops
    • First Laws Governing Vitamins
    • Controversial Megadoses Show Promise
    • “Miracle Properties” of Vitamin E Prompt FDA Attention
    • FDA Labels High-Potency Vitamins as “Drugs”
    • Proxmire Amendment Reins in FDA, Opens Market
    • NLEA Gives FDA New Rules and Power
    • FDA Frustrates VSM Marketers after NLEA
    • Passage of DSHEA Is Victory for Industry
    • DSHEA Structure/Function Claims vs. Disease Claims
    • FDA Rules for DSHEA Implementation Upset Industry
    • Final Rules for Structure/Function Claims Released January 2000
    • Litigation Forces FDA to Review NLEA Health Claims
    • NLEA Implementation Not Yet Final . . .
    • . . . But Claims Still Pour In
    • FDA Denies Folic Acid Claim, Back in Court
    • FDA Approves Folic Acid Claim With Disclaimers
    • Status of Cholestin

    Product Breakouts
    • Three Core Product Categories
    • Product Definition: Vitamins
    • Of 30 Known Vitamins, Only 14 Have Been Quantified
    • Fat-Soluble or Water-Soluble
    • Antioxidant Vitamins Scavenge Free Radicals
    • Product Definition: Supplements
    • Herbal Supplements
    • Nonherbal Supplements
    • Phytonutrients: Health-Promoting Compounds in Vegetables
    • Product Definition: Minerals
    • 18 Minerals, but RDIs Currently Set for Only 12
    • VSM Combos—A Stalwart Segment
    • Other Delivery Systems Compete with Pills
    • Single-Element vs. Multivitamins/Minerals
    • Adults’ vs. Children’s
    • Synthetic vs. Natural
    • Health and Natural Product vs. Mass Market
    • Table 2-1: Guide to Vitamins (16 Vitamins)
    • Table 2-2: Guide to Herbal Supplements (126 Supplements)
    • Table 2-3: Guide to Nonherbal Supplements (56 Supplements)
    • Table 2-4: Guide to Active Minerals (14 Minerals)

    Government and Industry Regulators
    • Vitamins, Supplements, and Minerals Regulated by the FDA
    • RDAs, RDIs, DRVs, DVs, and DRIs
    • Higher RDAs Likely for Older Americans
    • Tolerable Upper Intake Levels
    • Supplement Facts Panels
    • Structure/Function Statements
    • Third-Party Literature
    • Current NLEA Health Claims
    • Qualified Health Claims
    • FDA Cracks Down on Nutraceuticals
    • VSM/OTC Classifications Blur
    • Industry Self-Regulations
    • Is Internet Info Advertising?
    • CFSAN and the Future

    Trade Associations
    • American Botanical Council
    • American College of Nutrition
    • American Herbal Products Association
    • American Nutraceutical Association
    • Citizens For Health
    • Consumer Healthcare Products Association
    • ConsumerLab.com
    • Council for Responsible Nutrition
    • Dietary Supplement Education Alliance
    • Herb Research Foundation
    • International Herb Association
    • National Nutritional Foods Association
    • The U.S. Pharmacopoeia
  3. The Market
    Market Size and Growth
    • Sales Not Clearly Tracked
    • 2001 Sales Estimated at $9 Billion
    • Sales Increases Strongest for Minerals
    • Vitamins Decline Slightly
    • Supplement Category Recovers from Drop
    • VSM Combos Contribute to Market
    • Table 3-1: Retail Sales of U.S. VSM Market,
    • 1997-2001 (dollars)
    • Drugstores Hold Number-Two Share of VSM Market

    Market Composition
    • Health and Natural Product Stores Remain Primary Outlet
    • Drugstores Hold Number-Two Share of VSM Market
    • Slight U.S. Growth for Direct Sales
    • Mail-Order and Internet Sales Account for 4%
    • Table 3-2: Share of U.S. VSM Sales by Retail Outlet Type,
    • 2001-1998 (percent): 6 Types
    • Vitamins Claim Largest Share of Market
    • Table 3-3 Share of VSM Product Sales by Categories and Segments,
    • 2001 (percent): 6 Types
    • Multivitamins Top Segment in Mass Market
    • Vitamins in Health and Natural Product Stores
    • Table 3-4 Single Vitamin Sales in Health and Natural Product Stores,
    • by Share, 2000 (percent): 10 Vitamins, Other
    • Tablets Tops in Health and Natural Product Channel
    • Glucosamine/Chondroitin Non-herbal Supplement Leader
    • Mass-Market Herb Sales Sink
    • Top Mass-Market Herbs
    • Top Supplements in Health and Natural Product Stores
    • Table 3-5 Supplement Sales in Health and Natural Product Stores,
    • by Share, 2000 (percent): 22 Supplements, Other
    • Calcium Majority of Mass-Market Mineral Sales
    • Single Minerals in Health and Natural Product Stores
    • Table 3-6 Single Mineral Sales in Health and Natural Product Stores,
    • by Share, 2000 (percent): 15 Minerals, Other
    • Use Heaviest in the West
    • Table 3-7: Regionality of Heavy Use of VSM Products,
    • 2001 (percent and index): West, South, Midwest, Northeast

    Factors Affecting Market Growth
    • Prevention and Self-Care Trend Continues
    • Aging Population Will Drive VSM Sales
    • Structure/Function Marketing Spurs Industry
    • Nutrient-Deficient Americans Need VSMs
    • Living Longer, Living Well
    • Calcium for Aging Bones
    • Aching Joints Prompt Growth
    • Menopause Herbs Hot
    • Men’s Segment on the Move
    • Children Growing up with VSMs
    • OTC/VSM Convergence Increases Market Share
    • NIH Supports Further Research
    • U.S. Research on VSM Products Accelerates
    • Health Groups Endorse VSM Usage
    • VSM, Health-care Industry Wed
    • VSM Still Has Large Untapped Market
    • Product Introductions Key to Growth
    • Tightening of Belts Contributes to Rebound
    • Trade Association Counters Supplement Misconceptions
    • Negative Press Takes Its Toll
    • Consumer Confusion Still Hampers Growth
    • Retailer Education Difficult as Well
    • Educated Consumers Fragment Market
    • Consumer Attitudes Affect Growth
    • Low Manufacturing Standards and Consumer Confidence
    • GMP Seals Will Enforce High Standards
    • Research Investments Offer Little Competitive Advantage
    • Not All Studies Positive
    • FDA Issues Kava Kava Warning
    • TCM Safety Questioned
    • Functional Foods Could Cut Sales Growth
    • Private-Label Expansion Lowers Sales Growth

    Projected Market Growth
    • Sales Surpass $11 Billion by 2006
    • 2%-5% Growth Rates for Vitamins
    • 2%-5% Annual Growth Rates for Supplements
    • 3%-5% Growth Rates for Minerals
    • Growth Expected Well into the Future
    • Table 3-8 Projected Retail Sales of U.S. VSM Market,
    • 2001-2006 (dollars)
  4. The Marketers
    The Marketers
    • Approximately 1,500 Companies in Market
    • Cross-Over into Mass Market
    • Health and Natural Product Store Suppliers
    • Dominant Herbal Supplement Companies
    • Leading Mass-Market, Broad Line Marketers
    • Large Conglomerate Mass Marketers
    • Private Label Plays Important Role
    • Leading Direct Marketers
    • Table 4-1: The U.S. Market for Vitamin, Supplement, and
    • Mineral Products: Selected Marketers and Brands (171 Marketers)

    Marketer and Brand Shares
    • Leading Brands in Health and Natural Product Stores
    • Table 4-2 Leading VSM Products Distributed by Nature's Best:
    • By Product Segment Share of Sales, 1st Quarter 2002
    • (company, brand/product, percent): 17 Product Segments
    • Top-Selling Multiples in Health and Natural Product Stores
    • Table 4-3: Leading Multiple Products Distributed by Nature’s Best
    • Share of Sales, 1st Quarter 2002
    • Top-Selling Brands in Mass Merchandisers
    • Table 4-3: Top VSM Products Sold Through Mass Merchandisers:
    • By Product Segment Share of Sales, 2001
    • (brand and percent): 5 Product Segments
    • Top-Selling Brands in Drugstores
    • Table 4-4: Top VSM Products Sold Through Drugstores: By Product Segment Shares of Sales, 2001 (brand and percent):
    • 5 Product Segments
    • Top-Selling Brands in Food Stores
    • Table 4-5: Top VSM Products Sold Through Food Stores: By Product Segment Share of Sales, 2001
    • (brand and percent): 5 Product Segments
    • Mass-Market Private-Label Holds Strong Share
    • Table 4-6 Private-Label VSM Sales Through the U.S. Mass Market: By Distribution Outlet and Product Segment, 2001 vs. 1999 (percent):
    • 3 Channels, 4 Product Segments

    Competitive Overview
    • Intense Competition: Survival of the Fittest and Biggest
    • Industry Still New-Product Driven
    • Line Extensions Fill the Breach
    • Repackaging Gives New Life
    • Entrance of Large Companies Altered Industry
    • Consolidation and Acquisitions
    • NBTY Eats Up the Competition
    • Abandonments, Sell-offs, and Failed Mergers
    • Restructuring, Reorganization . . .
    • . . . Downsizing . . .
    • Suing the Competition
    • Marketers Band Together to Defend Industry

    Competitive Focus: Joint Products
    • Joint Products Strengthen Industry
    • Most Large Companies Market Joint Products
    • Aging Boomers Prime Target Market
    • Backed by Advertising Blitz
    • Good Science, Good Press
    • High Prices Do Not Hamper Sales
    • Unique Delivery Systems
    • OTC Combos . . .
    • . . . and the FDA Backlash
    • Pfizer Points the Finger

    Competitive Focus: Women’s Products
    • Segment Growing
    • Women’s Products Marketer Mainstays
    • Introducing Products to Compete
    • Cosmetic Giant Gets in the Game
    • A Typical Women’s Products Line
    • Big Marketing Pushes
    • Use of Branded Ingredients
    • Company-Supported Studies Used as Promotional Tools
    • Endorsements Benefit Marketers
    • Delivery Systems Offer More Than Milk
    • Calcium and OTC Combos

    Competitive Focus: Private Label
    • Private Label Over One-Quarter of VSM Industry
    • Private-Label Leaders
    • Private-Label Benefits
    • Private-Label Mix Important

    Competitive Profile: Herbalife, International, Inc.
    • Corporate Overview
    • Company History
    • Product Lines
    • GHS Break-down
    • Science-based Approach with Cellular Nutrition
    • Multi-level Magic . . .
    • . . . Multi-level Mishaps
    • Acquired by Whitney and Golden Gate

    Competitive Profile: Leiner Health Products, Inc.
    • Corporate Overview
    • Product Lines and Manufacturing Locations
    • Roots in 18th Century Budapest
    • Private Label Bulk of Company Sales
    • YourLife Company’s Flagship Brand
    • YourLife Marketing Approaches
    • Nature’s Origin a GNC Knock-off
    • Rocky Road to Restructuring
    • Filing for Bankruptcy

    Competitive Profile: Natrol, Inc.
    • Corporate Overview
    • Natrol Product Lines
    • New Products
    • Mass-Market, Prolab Brighten Future . . .
    • . . . Which Soon Darkened
    • Natrol Promotions, Partnerships

    Competitive Profile: NBTY Inc.
    • Corporate Overview
    • Joint Product Keeps Company Flexible
    • Retail Business Figures Prominently
    • Beyond Vitamin World
    • Online Presence
    • Acquisitions Grow Company
    • Resists Royal Numico, Wins Investors

    Competitive Profile: Royal Numico N.V. (General Nutrition Centers, Inc., Rexall Sundown, Inc.)
    • Corporate Overview
    • Company History
    • Acquisitions Include Major VSM Companies
    • General Nutrition Centers, Inc.
    • Stores-Within-Stores Mean Growth Ahead
    • General Nutrition Product Lines
    • GNC Promotions
    • GNC Sites
    • Franchisee Class Action Settlement
    • Rexall Sundown
    • Built by Acquisitions
    • Rexall Sundown Product Lines
    • Royal Numico Restructured

    Competitive Profile: Twin Laboratories Inc.
    • Corporate Overview
    • Complete Product Line
    • Heavy on Product Endorsements
    • Reader’s Digest Team-up
    • Division Sell-off
    • Trimming the Fat
    • New Credit Facility
    • Claims Under Fire
    • Income Returns in Early 2002

    Competitive Profile: Wyeth
    • Corporate Overview
    • Primarily a Pharmaceutical Company
    • VSM Part of Consumer Health Division
    • Centrum Best-Selling Multivitamin
    • Herbal Forays, Failures
    • Solgar Brand Growing
    • A String of Unsuccessful Merger Attempts
    • Wyeth Quiet on the VSM Front

    Marketing Tools and Trends
    • Structure/Function Still Commands Market
    • The Power of Line Extensions
    • Target Marketing
    • Selling to Children
    • VSMs, OTCs, and Medical Legitimacy
    • Pharmaceutical Packaging
    • Use of Branded Ingredients
    • Bridging the Health-Care Gap
    • Purity of Ingredients Boosts Natural Brands
    • Natural Product Store Exclusivity

    New Product Trends
    • New Products Still Entering the Market
    • Table 4-7: The U.S. VSM Market: Number of Product Introductions,
    • 1990-2002*
    • Unique Delivery Systems
    • VSMs With a Sweet Tooth
    • New and Interesting Combos
    • Herbs Get Integrated into Vitamin and Minerals
    • Keeping It Simple
    • Joint Products Keep Market Flexible
    • MSM on the Move
    • The SAM-e New Thing
    • Boswellia Serrata and Turmeric
    • Solutions to St. John’s Slump
    • Emotional Health
    • Enter Lycopene . . .
    • . . . and Lutein
    • Omega-3 Fatty Acids
    • Probiotic Market Growing
    • Prebiotics to Aid Absorption
    • Sexual Enhancers
    • Children’s Supplements
    • Table 4-8: The U.S. Market for Vitamins, Supplements, and Minerals: Selected New Product Introductions,
    • January 2001-December 2001

    Consumer Advertising and Expenditures
    • Advertising Budgets Remain Large
    • Many VSM Marketers Advertise
    • More Companies Spending Over $10 Million
    • Other Leading Advertisers

    Advertising Positioning
    • Disease Prevention and Cure Covertly Advertised
    • Selling Science
    • Educational Advertising
    • Building Trust
    • Power and Strength
    • Beautiful Bodies, Joyous Images
    • Visions of Nature’s Bounty
    • Celebrity Endorsements
    • Targeting Women
    • Examples of Consumer Advertising

    Consumer Promotions
    • Books Promote Products
    • Booklets and Newsletters Keep Consumers Informed
    • Marketer/Magazine Partnerships
    • Avon’s Magalog
    • Consumer In-Store Magazines
    • GNC’s NASCAR Promotions
    • Internet Helps Support Sales
    • Spam E-mails
    • Beating the Competition on Price
    • Coupons, Rebates, and Free Product
    • Examples of Consumer Promotions

    Trade Advertising and Promotion
    • Trade Ads Used by Most Marketers
    • Ads Focus on Category Management and Profit
    • Ingredient and Company Quality
    • Marketers Use Displays to Highlight Product
    • Marketers Offer Retailers Shelf-Planning and Maintenance Services
    • Marketers Provide Educational Retail Training
    • Trade Shows Opportunity to Showcase Products
    • Discounts Common Component of Promotions
    • Sponsoring Medical Events
    • Examples of Trade Advertising and Promotions
  5. Distribution and Retail
    At the Distribution Level
    • Distinct Channels of Distribution
    • Independent Distributors to Health and Natural Product Stores
    • Several Large Distributors Dominate Health Product Sector
    • Health Product Distributor Services
    • Forward Buying by Distributors
    • Direct Shipment for Health and Natural Product Stores
    • Warehouse Delivery Used in Mass Market
    • A Few Mass Marketers Deliver Direct
    • Leading Mass-Market Drug Wholesalers
    • Drug Wholesalers Merge, Acquire
    • Same Share, Fewer Companies
    • Mass Distributors Enlist Pharmacists as VSM Advocates
    • Distributor Retail Programs
    • Supermarket Distributors Focus on “Whole Health”
    • Margins for Health Product and Mass Market
    • Brokers and Marketers Work for Sales
    • Health and Natural Product Distributors Gain Mass-Market Sales
    • Mass-Market Distributors May Target Health and Natural Stores . . .
    • . . . But Loyalty May Deter Them

    At the Retail Level
    • Number of Stores Carrying VSM
    • Health and Natural Product Stores Retain Largest Share
    • Mass-Market Sales by Outlet
    • Table 5-1: Share of U.S. VSM Sales by Retail Outlet Type,
    • 2001 vs. 1999
    • The Well-Stocked VSM Section
    • Private-Label Products Proliferating
    • Category Management: Grouping Products by Function
    • Retail Environment Makes Brands Less Important
    • Building Repeat Customers
    • Margins by Retailer Type

    Retail Focus: Health and Natural Product Stores
    • Retail Sector Essential to VSM Industry
    • VSMs Essential to Stores
    • Five Types of Health and Natural Product Stores
    • Supplement Chains Critical to Industry Success
    • Supplement Chains Push Out Independents
    • Supplement Chain Stores
    • GNC . . .
    • . . . and Vitamin World
    • Competition for Health and Natural Product Stores
    • Meeting Mass-Market Competition with Education
    • Number of Full Lines Carried Is Decreasing
    • VSM Product Sets in a Typical Natural Food Store
    • Structure/Function Category Support
    • Advertising and Promotions

    Retail Focus: Drugstores
    • A “Natural” for VSM Sales
    • Education with Assistance from Manufacturers and Distributors
    • Pharmacists Getting Educated
    • Rite Aid and GNC Join Forces
    • Glut of Products Cause Confusion
    • Thinning the Herd
    • Combating the Competition
    • VSM Set at a Typical Chain Drug

    Retail Focus: Mass Merchandisers
    • Competing on Price, Selection, and Advertising
    • Top Mass Merchandisers
    • Competing for Drugstore and Supermarket Customers
    • Private Label in Mass Market
    • Nutritional Guides Take Place of Staff
    • Costco Emphasizes Big and Cheap

    Retail Focus: Supermarkets
    • Supermarkets: Room for Growth
    • The Whole Health Road to Increased Sales
    • Who Answers Consumers’ Questions?
    • Supermarket Private-Label VSM on the Rise and . . .
    • . . . Expanding Into Herbs and Supplements
    • VSMs in a Typical Supermarket

    Retail Focus: Multi-Level, Mail Order, And Internet Marketing
    • Multi-Level Marketing Works for VSM Products
    • Major Multi-Level Marketers
    • Personalized Service and Sales Techniques
    • Avon Enters the Game
    • Mail Order Moves Toward Internet
    • Top Mail-Order Companies
    • VSM Products Are Naturals on the Internet
    • Companies Lured by Internet Dreams
    • GNC and Rite Aid Team Up
    • Internet Bubbles Burst
    • HealthCentral Declares Bankruptcy
    • Whole Foods Slims Down
    • Questionable Products Find Outlet
  6. The Consumer
    Consumer Use of VSMs
    • The Simmons Survey System
    • 54% of U.S. Adults Use VSMs
    • Three-Quarters Use Vitamins, Minerals
    • Daily VSM Use
    • Medium Users Account for Two-thirds of Usage
    • Women and Older Consumers
    • Education, Occupation, and Income Linked to VSM Use
    • Region and Race Factors of Heavy Use; Small Household Size Shows Tendency
    • Table 6-1: Demographic Characteristics Favoring Use of VSM Products: All Users vs. Heavy Users, 2001

    Use by Product Type
    • Multiple Formula Use Most Common, Followed by Vitamins C and E
    • Supplements Used by 3%-6% of Consumers
    • Most Types of Supplements Used by 1%-3% of Consumers
    • Other VSM Products Used by Nearly 8%
    • Consumer Use Increasing for Most Popular Types of VSM
    • Increases and Decreases Since 1993
    • Gains Still Made from 1993
    • Table 6-2: Percent of Consumers Who Use VSM Products by
    • Product Type, 2001, 2000, 1999, 1998, 1993 (U.S. Adults)
    • Health and Natural Product Store Shoppers: The Whole Foods Survey
    • VSM Products Used by Health and Natural Product Store Shoppers
    • Increases and Decreases
    • Table 6-3: Percent of Health and Natural Product Store Shoppers who Purchased VSM Products: By Product Type, 2000, 1999, 1998, 1997 (percent): 43 Types of Products

    Demographics by Product Type
    • Indicators for Use of Multiple Formula
    • Older Consumers, Both Sexes, and Westerners Use Vitamin C
    • Indicators for Use of Vitamin E
    • Older Women Use Calcium
    • Indicators for Use of Other VSM Products
    • Indicators for Use of Vitamin B-Complex
    • Women, Elderly Using Vitamin B12
    • Indicators for Use of Herbal Supplements
    • Women, Southerners Use Iron
    • Broad Age and Household Income Span for Use of Antioxidants
    • Indicators for Use of Vitamin A
    • Indicators for Use of Garlic Supplements
    • Table 6-4: Demographic Characteristics Favoring Use of VSM Products: By Product Type, 2001 (U.S. Adults): Multiple
    • Formula, Vitamin C, Vitamin E
    • Table 6-5: Demographic Characteristics Favoring Use of VSM Products: By Product Type, 2001 (U.S. Adults): Calcium,
    • Vitamin B-Complex, Vitamin B12
    • Table 6-6: Demographic Characteristics Favoring Use of VSM Products: By Product Type, 2001 (U.S. Adults): Herbal
    • Supplements, Garlic Supplements, Iron
    • Table 6-7: Demographic Characteristics Favoring Use of VSM Products: By Product Type, 2001 (U.S. Adults): Antioxidants,
    • Vitamin A, Stress Formula

    Use by Brand
    • Minor Brands and Private Label Used by Highest Percentage
    • Brand Usage Steady from 1999 to 2001
    • Table 6-8: Percent of Consumers Who Use VSM Products by Brand,
    • 2001, 2000, 1999 (U.S. Adults)

    Demographics by Brand
    • Profile of Users of Other Brands
    • Demographics of Store-Brand Users
    • Demographics of Centrum Users
    • Demographics of One-A-Day Users
    • Demographics of Nature Made Users
    • Table 6-9: Demographic Characteristics Favoring Use of VSM Products: By Brand, 2001 (U.S. Adults):
    • Other Brands, Store Brand, Centrum, One-A-Day, Nature Made

    Consumer Attitudes
    • Consumers Satisfied with Alternate Medicines
    • Consumers View Supplements as Safer than OTCs
    • Over-consumption Concerns
    • VSMs in Stores Important to Consumers
    • Health Awareness, Health Concerns
    • Women and Supplements for Specific Conditions
    • Health and Image Leaders and Active Health Management
    • Demographics of Health and Image Leaders
    • Indicators for Active Health Management
    • Table 6-10: Demographic Characteristics Favoring Health and
    • Image Leaders, Active Health Management
    • Prevention/FMI’s Self-Care Index
    • Higher Self-Care Index Begets More Interest in VSMs
    • Consumers Not Talking to Doctors about Supplement Use
    • Studies Suggest Misinformed Consumers
    • Key Information Sources
    • Demographics of Information Seekers
    • Packaging and Health Claims

    Appendix I: Examples of Consumer Advertising
    Appendix II: Examples of Consumer Promotions
    Appendix III: Examples Trade Advertising and Promotions
    Appendix IV: Addresses of Selected Marketers
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