Nutritional Supplements in the U.S., 5th Edition

Sep 17, 2012
200 Pages - Pub ID: LA3904645
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Throughout the recession and its “New Normal” aftermath of frugal spending, the nutritional supplements market held steady as Americans apparently embraced supplements as less costly alternatives to pure-play medical options like doctor visits and prescription medications. Now, with U.S. consumers beginning to loosen their budgetary belt straps, nutritional supplement marketers must work to keep their products at the forefront of consumers’ health regimens. Key to this pursuit are targeted products featuring trendy ingredients more heavily backed by science and increasingly taking a page from their functional food competitors. At the same time, supplement marketers must keep their sights squarely focused on their prime demographics:  those over age 65 and the up-and-coming aging Baby Boomers currently swelling the senior brackets. Nor can the industry afford to ignore the younger demographics who are its longer-term future but whose supplement usage rates have been declining, or the emergent Hispanic population, whose supplement usage rates are below average but gradually rising.

Marketwide, product efficacy and credibility remain crucial, with supplement developers increasingly relying on scientific evidence supporting the benefits of taking nutritional supplements to bolster the industry’s image in the eyes of consumers and healthcare practitioners. With market regulation and scrutiny at an all-time high, it’s more important than ever for the industry to produce and feature products able to substantiate their health benefit claims. In this vein, condition-specific supplements continue to grow in breadth and importance, and they will remain a key driver of sales and new product development across myriad segments including joint, brain, cosmetic, and heart, with many of these products homing in on age-related health issues. At the other end of the condition-specific spectrum, children’s supplements have been doing well, demographically book-ending the overall market in way that suggests solid future prospects. During 2012, supplement sales rose 7% to $11.5 billion, the report calculates, and sales are forecasted to reach $15.5 billion by 2017.

Nutritional Supplements in the U.S., 5th Edition, a fully updated Packaged Facts report, examines the market for nutritional supplements within the context of broader HBC trends in new product development and marketing, including vitamins, minerals, herbals, homeopathics and combination products. It charts industry sales and composition, providing retail sales breakouts for four main product categories (general supplements, multivitamins, 1 & 2 letter vitamins and liquid supplements) and for over a dozen condition-specific segments (children’s, joint health, calcium/bone health, eye health, women’s, vitamin C/immunity, digestive health/probiotic, men’s, brain health, heart health, omega, cosmetic, energy, and CoQ-10. The report also provides a thorough examination of market drivers, the competitive situation, mass-market marketer and brand shares, marketing trends, and consumer trends.

Key data sources include Experian Simmons national consumer surveys covering category and brand usage levels and trends as well as demographic and psychographic patterns; and Information Resources, Inc. InfoScan Reviews, quantifying nutritional supplement marketer and brand shares at the mass-market level across the four product categories. The report includes many product images, and as a special feature, late-breaking data from Packaged Facts’ proprietary consumer survey, which was conducted online in August 2012.

Chapter 1:  Executive Summary

Scope of Report

Product Categories and Classifications

Vitamins

Mineral                       
Supplements

Mass-Market Product Classifications

Combination Formulas

Market Trends

U.S. Retail Sales to Reach $15.5 Billion in 2017

Table 1-1:  U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)

Mass-Market Sales Accelerate

General Supplements Dominate Retail Sales

Figure 1-1:  Share of SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008 vs. 2012 (percent)

Condition-Specific Products Maintain Growth

Supercenters/Mass Merchandisers Lead in Supplement Sales

Focus on Health and Wellness Drives Supplement Purchases

Marketing Trends

Competitive Overview

Category Crossover and Line Extensions

Natural Product Marketers

Market Bellwethers GNC and Vitamin Shoppe See Growth

Share of Mass-Market Sales:  Carlyle Group Leads the Pack

Table 1-2:  Top Marketers of Nutritional Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012  (percent)

Private-Label Share Disappoints

New Product Activity Ramps Up as Industry Celebrates 100th Anniversary

Boomers Influence Product Selection

Multivitamin Marketers Expand Into General Supplements

Illustration 1-1:  Centrum ProNutrients Line

Consumer Trends

Over Half of U.S. Adults Use Supplements

Figure 1-2:  Percent of U.S. Adults Using Nutritional Supplements, 2012 (U.S. adults)

Fish Oil, Vitamin D Use Grows

Condition-Specific List

Top Brand Lines Are Store Brands, Other Brands

Belief in Efficacy Spurs Supplement Use

Supplements Unnecessary, Expensive

More Older Adults Use Supplements

41% of Supplement Users Are Boomers

Usage Declines Among Younger Consumers

Hispanic Supplement Use Key to Market Growth

 

Chapter 2:  Introduction

Market Definition

Scope of Report

Product Categories and Classification

Vitamins

Minerals

Supplements

Mass-Market Product Classifications

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, DRIs, DRVs and DVs

Congress Passes Adverse Event Reports (AER) Bill

The Dietary Supplement Health and Education Act

DSHEA Remains FDA Focus, Evolves

FDA Enforces Good Manufacturing Practices for Dietary Supplements

Supplement-Focused Regulation Continues

More Challenges to DSHEA

CRN Spearheading Industry Self-Regulation

 

Chapter 3:  The Market

Market Size and Growth

U.S. Retail Sales Top $11 Billion in 2012

Table 3-1:  U.S. Retail Sales of Nutritional Supplements, 2008-2012 (in millions of dollars)

Mass-Market Sales Accelerate

Table 3-2:  SymphonyIRI-Tracked Sales of Nutritional Supplements, 2011-2012 (in millions of dollars)

General Supplements See Greatest Gains, Liquid Supplements Grow Fastest

Table 3-3:  SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2011-2012 (in millions of dollars)

Market Composition

General Supplements Dominate Retail Sales

Figure 3-1:  Share of SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008 vs. 2012 (percent)

Condition-Specific Products Maintain Growth

Table 3-4:  SymphonyIRI-Tracked Sales of Condition-Specific Products by Type, 2011-2012 (in millions of dollars)

Table 3-5:  Share of SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2011-2012 (percent)

Supercenters/Mass Merchandisers Lead in Supplement Sales

Figure 3-2:  Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2012 (percent)

Supplement Shoppers Prefer Walmart

Table 3-6:  Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Retail Channel, May/June 2010 vs. August 2012 (percent)

Market Outlook

Focus on Health and Wellness Drives Supplement Purchases

Consumers Sticking with Nutritional Supplements

A Supplement a Day Keeps the Doctor Away

Supplement Market Fights Negative Press

Supplement Shoppers Need Reassurance

The “Dr. Oz Effect”

Competition from Functional Foods

Figure 3-3:  Agreement with Statement “I prefer to get nutrition from foods rather than supplements,” August 2012 (percent)

Whole-Food Supplements Fill a Niche

The Mainstreaming of Natural/Organic

Consumers Misled by Organic’s Health Halo

Aging Baby Boomers a Massive Market Driver

Figure 3-4:  Percent of U.S. Adults Using Nutritional Supplements:  By Age Bracket, 2012 (U.S. adults)

41% of Supplement Users Are Boomers

Table 3-7:  Number and Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (number in millions and percent of U.S. adults)

Table 3-8:  Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)

Older Americans Hit Hard by Recession

Rise of the Millennials

Hispanic Consumers a Growing Concern

Table 3-9:  Projection of U.S. Population by Race and Hispanic Origin, 2010 vs. 2020 (number in millions)

Looking Ahead

Economic Impact

Scientific Backing

New Ingredients

Online Retailing

The Aging Population

Hispanic Consumers

The Younger Set

U.S. Retail Sales to Top $15 Billion by 2017

Table 3-10:  U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)

 

Chapter 4:  The Marketers

Competitive Overview

Mergers and Acquisitions

The Carlyle Group Completes NBTY Purchase

Pfizer Completes Series of Acquisitions

Procter & Gamble Acquires New Chapter

GNC Buys LuckyVitamin.com

Schiff Acquires Sustenex Brand from Ganeden Biotech

Nestlé Invests in Accera

Ingredient Producer DSM Acquires Martek, Amerifit

Retailers Benefit from Private-Label Offerings

Nutritional Supplement Private-Label Share Disappoints

Figure 4-1:  Private-Label Share of Mass-Market Sales of Nutritional Supplements by Category:  2011 vs. 2012 (percent)

Table 4-1:  SymphonyIRI-Tracked Sales of Nutritional Supplements by Category:  Private-Label vs. Overall, 2011-2012 (in millions of dollars)

Figure 4-2:  Usage of Store-Brand Supplements by Household Income Level: Less Than $100K vs. $100K+, 2011 vs. 2012 (U.S. consumers)

Category Crossover and Line Extensions

Natural Product Marketers

Market Bellwethers GNC and Vitamin Shoppe See Growth

Table 4-2:  GNC and Vitamin Shoppe Annual Sales, 2008-2012 (in millions of dollars)

Direct Marketing Companies

Direct-Sales Channels Booming

Online Sales Attractive to Marketers

Direct Mail Works for Nutritional Supplements

Practitioner Channel on the Rise

Consumer Advertising Themes and Promotions

Eco-Credibility

Traceability

Celebrity Endorsements

Trade Support

Natural Grocers Continue to Extend Reach

Retailers Learn How to Educate Consumers

Table 4-3:  The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2012

Marketer and Brand Shares

Methodology

The Carlyle Group Leads the Pack

Table 4-4:  Top Marketers of Nutritional Supplements: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)

Table 4-4a:  Top Marketers of Nutritional Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012  (percent)

Table 4-5:  Top Nutritional Supplement Brands:  SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)

Table 4-5a:  Top Nutritional Supplement Brands: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)

Carlyle Group Scores Top Spot in General Supplements

Table 4-6:  Top Marketers and Brands of General Supplements: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)

Table 4-6a:  Top Marketers and Brands of General Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)

Multivitamins Category Sees Lukewarm Growth

Table 4-7:  Top Marketers and Brands of Multivitamins: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)

Table 4-7a:  Top Marketers and Brands of Multivitamins: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)

Pharmavite, Carlyle Group Dominate 1 & 2 Letter Vitamins

Table 4-8:  Top Marketers and Brands of 1 & 2 Letter Vitamins: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)

Table 4-8a:  Top Marketers and Brands of 1 & 2 Letter Vitamins: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)

Liquid Supplements Category Highly Fragmented

Table 4-9:  Top Marketers and Brands of Liquid Supplements: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)

Table 4-9a:  Top Marketers and Brands of Liquid Supplements:
Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012
(percent)

Focus on Condition-Specific Products

Condition-Specific Products Over a Quarter of the Market

Bayer’s Flintstones on Top in Children’s Supplements

Osteo Bi-Flex Leads in Joint Health Supplements

Citracal Over One-Third of Calcium Segment

Bausch & Lomb Dominates Eye Health Segment

Pregnancy, Menopause Top Women’s Supplements Concerns

Emergen-C a Major Force in Vitamin C/Immunity Supplements

Digestive Health/Probiotic Supplements Still Popular

One A Day Leads in Men’s Supplements

Sales Skyrocket in Brain Health Segment

Heart Health Supplements Experience Free-Fall

Omega-3 and 6 Supplements

New Cosmetic Supplements Breathe Life into Segment

Energy Supplement Sales Falter

Table 4-10:  SymphonyIRI-Tracked Dollar Sales and Market Share of Condition-Specific Products by Type, 2011-2012 (in millions of dollars and percent)

Table 4-11:  Top Ten Children’s Supplements Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-12:  Top Ten Joint Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-13:  Top Ten Calcium Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-14:  Top Ten Eye Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-15:  Top Ten Women’s Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-16:  Top Five Vitamin C/Immunity Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-17:  Top Ten Digestive Health/Probiotic Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-18:  Top Ten Men’s Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-19:  Top Ten Brain Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-20:  Top Five Heart Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-21:  Top Five Omega Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-22:  Top Five Cosmetic Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

Table 4-23:  Top Five Energy Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)

 

Chapter 5:  New Product Trends

Activity Ramps Up as Industry Celebrates 100th Anniversary

Boomers Influence Product Selection

Multivitamin Marketers Expand Into General Supplements

Illustration 5-1:  Centrum ProNutrients Line

Joint Supplements Driven by Aging Population

Illustration 5-2:  ResVitále Hops Science

U.S. in Need of Heart Health Supplements

Probiotics: Moving Beyond Yogurt

Probiotics in the Mainstream

Illustration 5-3: One A Day TruBiotics

Digestion Begins at the Mouth

Brain Power

Illustration 5-4:  Bluebonnet Power Thought

Aging Population Drives Eye Health Segment

Illustration 5-5:  LifeSeasons Visibili-T

Second AREDS Study Puts Eye Health into Focus

Supplements for Sleep

Illustration 5-6:  Source Naturals NightRest

Men’s Supplements

Illustration 5-7:  Irwin Naturals Prosta Strong

Diabetes and Blood Sugar

Illustration 5-8:  Natural Factors WellBetX PGX with Mulberry

Cosmetic Supplements Offer Beauty from Within

Illustration 5-9:  Youtheory Collagen Supplement

Skin Whitening Supplements

Omegas Expand Beyond Heart Health

Illustration 5-10:  Nature Made 100% Vegetarian Omega-3

Lack of RDAs Hasn’t Stifled Omega Growth

Bridging the Gap Between Food and Supplements

Rise of the Herbalist

Organic and Vegan Supplements

Whole Food Supplements

Illustration 5-11:  New Chapter Cinnamon Force

Illustration 5-12: Garden of Life Vitamin Code RAW Antioxidants

Seasonal Approach to Supplements

Up-and-Coming Ingredients

Chia

Argan Oil

Fruit Stem Cells

African Mango

Green Coffee Extract

Raspberry Ketones

Baobab

Turmeric/Curcumin

Illustration 5-13:  Swanson Health Products Curcumin Complex

 

Chapter 6:  Consumer Trends

Introduction

Note on Data Sources

Over Half of U.S. Adults Use Supplements

Figure 6-1:  Percent of U.S. Adults Using Nutritional Supplements, 2008-2012 (U.S. adults)

Figure 6-2:  Percent of Adults Using Nutritional Supplements, 2012 (U.S. adults)

Fish Oil, Vitamin D Use Grows

Table 6-1:  Selected Leading Types of Nutritional Supplements by Usage Rates, 2008 vs. 2012 (percent of U.S. adults)

Heart Health/Blood Pressure Supplements Top Condition-Specific List

Table 6-2:  Usage of Condition-Specific Supplements, 2012 (percent of U.S. adults)

Top Brand Lines Are Store Brands, Other Brands

Table 6-3:  Top 15 Nutritional Supplement Brand Lines by Usage Rates, 2008 vs. 2012 (percent of U.S. adults)

Table 6-4:  Overview of Nutritional Supplement Usage, 2012 (percent and number of U.S. adults in millions)

Consumer Psychographics

Belief in Efficacy Spurs Supplement Use

Supplements Unnecessary, Expensive

Table 6-5:  Top Reasons Consumers Do Not Take Supplements, 2012 (percent of U.S. consumers who don’t take supplements)

Supplement Users Pursue Health/Wellness Goals

Stronger Skews for Specialized Products

A Preference for Alternatives

Branded vs. Private Label

Table 6-6:  Positive Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2012 (percent of U.S. adults)

Table 6-7:  Psychographic Indicators for Nutritional Supplement Users vs. Total U.S. Population, 2012 (percent of U.S. adults)

Table 6-8:  Index of Psychographic Indicators for Nutritional Supplement Users, 2012 (U.S. adults)

Table 6-9:  Index of Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2012 (U.S. adults)

Table 6-10:  Index of Psychographic Indicators for Nutritional Supplement Usage by Brand, 2012 (U.S. adults)

Consumer Demographics

More Older Adults Use Supplements

41% of Supplement Users Are Boomers

Table 6-11:  Number and Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (U.S. adults, numbers in millions and percent)

The Gender Gap

Hispanic Supplement Use Key to Market Growth

Socio-Economic Indicators

Patterns by Product Type

Patterns by Brand Line

Table 6-12:  Nutritional Supplement Usage: Overall Demographic Patterns, 2012 (percent, number and index of U.S. adults)

Table 6-13:  Percentage of Adults Using Nutritional Supplements:  By Age Bracket, 2008 vs. 2012 (U.S. adults)

Table 6-14:  Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women, 2012 (U.S. adults)

Table 6-15:  Percentage and Number of Adults Using Nutritional Supplements: By Race/Ethnicity, 2008 vs. 2012 (percent and number in millions of U.S. adults)

Table 6-16:  Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2008 vs. 2012 (U.S. adults)

Table 6-17:  Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2012 (percent and index of U.S. adults)

Table 6-18:  Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line, 2012 (percent and index of U.S. adults)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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