Nutritional Supplements in the U.S., 4th Edition

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Published Sep 1, 2010 | 200 Pages | Pub ID: LA2642045

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Fears about the recession dampening the nutritional supplement business have not been realized. Indeed, if anything, the market appears to have benefited from the economic uncertainty, since supplements stack up well against expensive prescription medications and possibly preventable medical procedures, especially as healthcare costs continue to soar. Accordingly, consumers are turning to supplements as a more affordable way to stay healthy, and even cash-strapped consumers used to taking supplements have been reluctant to eliminate them from their lifestyle regimens. At the same time, older Americans are significantly more likely to integrate supplements into their daily lives, and as the massive Baby Boomer population ages the supplement industry continues to widen its customer base. With these favorable winds at its back, the market has progressed steadily from 5.5% annual growth in 2007 to 6.5% in 2008 to 7.5% in 2009, bringing U.S. retail sales to $9.4 billion in 2009.

This fully updated Packaged Facts report examines the U.S. market for nutritional supplements sold to consumers through the full 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. Special features include a discussion of competition from nutraceutical foods and beverages based in part on Packaged Facts’ own consumer polling, and in-depth coverage of condition-specific products in myriad segments including joint, calcium, children’s, eye, energy, heart, men’s, women’s, brain, digestive and cosmetic.

Using SymphonyIRI Group data, the report quantifies sales and marketer/brand shares across four categories (General Supplements, Multivitamins, 1 & 2 Letter Vitamins, and Liquid Vitamins), while Experian Simmons national survey data for 2010 form the basis of a thorough examination of product and brand penetration levels, while also exploring consumer attitudes toward nutritional supplements vis-à-vis related trends such as preventive healthcare and healthy eating. The report also quantifies new product introductions using data from Datamonitor’s Product Launch Analytics service, details trends in private label, and pinpoints key competitive thrusts among myriad market players.


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        •   U.S. Retail Sales of Nutritional Supplements, 2005-2009 (in millions of dollars)

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        •   SymphonyIRI-Tracked Sales of Nutritional Supplements, 2008-2009 (in millions of dollars)

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        •   SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
        •   Annual Dollar Growth/Decline in SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
        •   Annual Percentage Growth/Decline in SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (percent)

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        •   Condition-Specific Supplement Share of SymphonyIRI-Tracked Sales, 2008-2009 (in millions of dollars and percent)
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        •   SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (in millions of dollars)
        •   Share of SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (percent)
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        •   Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Channel, May/June 2010 (percent)

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        •   U.S. Out-of-Pocket Costs for Complementary and Alternative Medicine, 2007 (adults age 18 and over; in billions of dollar and percent)
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        •   Number of Adults Using Nutritional Supplements: By Generational Cohort, 2010 (percent of total U.S. adult users)
        •   Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)

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        •   New Vitamin and Mineral SKUs, 2005-2009

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        •   Projected U.S. Retail Sales of Nutritional Supplements, 2009-2014 (in millions of dollars)
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        •   SymphonyIRI-Tracked Sales of Private-Label Nutritional Supplements by Category: 2007 vs. 2009 (in millions of dollars)
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      •   The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2009

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        •   Top Twenty Marketers of Nutritional Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        •   Top Fifteen Nutritional Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        •   Top Marketers and Brands of General Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        •   Top Marketers and Brands of Multivitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        •   Top Marketers and Brands of 1 & 2 Letter Vitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        •   Top Marketers and Brands of Liquid Vitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)

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        •   SymphonyIRI-Tracked Dollar Sales and Market Share of Condition-Specific Products by Type, 2008-2009 (in millions of dollars and percent)

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        •   Joint Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

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        •   Calcium Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
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        •   Children's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
        •   Eye Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

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        •   Heart Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

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        •   Men's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

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        •   Women's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

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        •   Energy Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

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        •   Digestive Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

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        •   Cosmetic Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

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        •   Brain Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
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      •   Number of Vitamin and Mineral New Product Reports and SKUs, 2005-2010

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      •   Top Package Tags/Claims for New Vitamin and Mineral Products, 2005-2009 (number)
      •   High-Growth Nutritional Supplement Package Tags/Claims: 2009 vs. 2005 Increase (number)

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      •   Number of Nutritional Supplement Launches by Company, 2008-2010
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        •   Overview of Nutritional Supplement Usage, 2010 (percent and number of U.S. adults) Demographics Number (000) Percent

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        •   Psychographic Indicators for Nutritional Supplement Users, 2010 (percent and index of U.S. adults)
        •   Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2010 (percent of U.S. adults)
        •   Overall Psychographic Indicators for Daily Users of Nutritional Supplements, 2010 (number and percent of U.S. adults)
        •   Top Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (index of U.S. adults)
        •   Top Psychographic Indicators for Nutritional Supplement Usage by Brand, 2010 (index of U.S. adults)

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        •   Nutritional Supplement Usage: Overall Demographic Patterns, 2010 (percent, number and index of U.S. adults)
        •   Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2006 vs. 2010 (U.S. adults)
        •   Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women, 2010 (U.S. adults)
        •   Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2006 vs. 2010 (U.S. adults)
        •   Demographics of Those Using Nutritional Supplements Once or More Daily, 2010 (percent, number and index of U.S. adults)
        •   Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (percent and index of U.S. adults)
        •   Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line, 2010 (percent and index of U.S. adults)
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