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

Published: September 1, 2010 - 200 Pages

Table of Contents

  • Executive Summary
    • Scope & Methodology
      • Scope of Report
      • Mass-Market Product Classifications
      • Report Methodology
    • The Market
      • U.S. Retail Sales on the Ups
      • Mass-Market Sales Accelerate
      • General Supplements Dominate Mass-Market Sales
      • Modest Growth in Condition-Specific Products
      • Supercenters/Mass Merchandisers Lead in Supplement Sales
      • Macro Trends
      • Consumers Sticking with Nutritional Supplements
    • The Marketers
      • Competitive Overview
      • Natural Product Marketers
      • Direct Marketing Companies
      • Multi-Level Marketers
      • Practitioner Channel on the Rise
      • Private-label Share Stagnant
      • Pharmavite and NBTY Lead the Market
    • New Product Trends
      • Supplement Introductions Bouncing Back
      • Dietary Themes Sell Supplements
      • Market Leaders in New Product Entries
      • Macro Trends
    • Consumer Trends
      • Between 57% and 63% of Adults Use Supplements
      • Vitamin D Riding High
      • Top Brand Lines Are Multivitamins
      • Faith and Doubt on Supplement Efficacy
      • Forgetting to Take Their Pills
      • Age Is Leading Demographic Indicator
      • The Gender Gap
      • Supplement Socio-Economics
  • Introduction - Highlights
  • Introduction
    • Market Definition
      • Scope of Report
      • Product Categories and Classifications
      • Vitamins
      • Minerals
      • Supplements
      • Mass-Market Product Classifications
      • Combination Formulas
      • Other Product Classifications
      • 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, 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
      • More Regulation on the Horizon
      • CRN Spearheading Industry Self-Regulation
  • The Market - Highlights
  • The Market
    • Market Size and Growth
      • U.S. Retail Sales Top $9 Billion in 2009
        • Table U.S. Retail Sales of Nutritional Supplements, 2005-2009 (in millions of dollars)
      • Mass-Market Sales Accelerate
        • Table SymphonyIRI-Tracked Sales of Nutritional Supplements, 2008-2009 (in millions of dollars)
      • Liquid Supplements Provide a Jolt, General Supplements a Baseline
        • Table SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
        • Table Annual Dollar Growth/Decline in SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
        • Table Annual Percentage Growth/Decline in SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (percent)
    • Market Composition
      • General Supplements Dominate Mass-Market Sales
      • Modest Growth in Condition-Specific Products
        • Table Condition-Specific Supplement Share of SymphonyIRI-Tracked Sales, 2008-2009 (in millions of dollars and percent)
      • Calcium and Joint Supplements Falling
      • Children's Supplements Robust
      • Healthy Eyes and Healthy Hearts
      • Women's Supplements Gaining on Men's
      • Brain and Energy Supplements Losing Vigor
      • Digestive Gains Big While Cosmetic Supplements Slip
        • Table SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (in millions of dollars)
        • Table Share of SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (percent)
      • Another Look at Nutritional Supplement Category Sales
      • Herbal Supplements Going Strong
      • Supercenters/Mass Merchandisers Lead in Supplement Sales
      • Walmart Draws the Most Supplement Shoppers
        • Table Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Channel, May/June 2010 (percent)
    • Market Outlook
      • Macro Trends
      • Consumers Sticking with Nutritional Supplements
      • A Supplement a Day Keeps the Doctor Away
      • Supplements' Public Image Always an Issue
      • A Growing Part of the Economy
        • Table U.S. Out-of-Pocket Costs for Complementary and Alternative Medicine, 2007 (adults age 18 and over; in billions of dollar and percent)
      • Competition from Functional Foods
      • The Natural/Organic Connection
      • Aging Baby Boomers an Underpinning Market Force
        • Table Number of Adults Using Nutritional Supplements: By Generational Cohort, 2010 (percent of total U.S. adult users)
        • Table Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)
    • Looking Ahead
      • Nutritional Supplements Not Immune to Economy
        • Table New Vitamin and Mineral SKUs, 2005-2009
      • Projected Market Growth
        • Table Projected U.S. Retail Sales of Nutritional Supplements, 2009-2014 (in millions of dollars)
      • Healthcare Bill Expected to Help Industry
      • Science Pushing Out Snake Oil
      • Integrative Pharmacies: A New Type of Supplement Retailer
  • The Marketers - Highlights
  • The Marketers
    • Competitive Overview
    • Recent Mergers & Acquisitions
      • Carlyle Group Purchases NBTY
      • Sanofi-Aventis Purchases Chattem
      • Atrium Takes Over Garden of Life
      • Practitioner Marketer Makes for Appealing Acquisition
    • Supplement Companies Help Relieve IPO Drought
    • Natural Product Marketers
    • Direct Marketing Companies
      • Direct and Online Sales Enticing Supplement Sellers
      • Online Sales at 3% of Revenue for GNC
      • Direct Mail Works for Nutritional Supplements
    • Ups and Downs of Multi-Level Marketers
    • Practitioner Channel on the Rise
    • Retailers Benefit from Private-Label Offerings
      • Private-label Share Stagnant
        • Table SymphonyIRI-Tracked Sales of Private-Label Nutritional Supplements by Category: 2007 vs. 2009 (in millions of dollars)
    • Category Cross-Over and Line Extensions
    • Consumer Advertising Themes and Promotions
      • Eco-Credibility
      • Traceability
      • Celebrity Endorsements
      • Web 2.0
    • Trade Support
    • The Retail Channel Classroom
    • Natural Grocers Continue to Extend Reach
    • GNC and Vitamin Shoppe Coming on Strong
      • Table The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2009
    • Marketer and Brand Shares
      • Methodology
      • Pharmavite and NBTY Lead the Market
      • NBTY Leads in General Supplements
      • Multivitamins Category a Two-Horse Race
      • Pharmavite, Private Label Dominate in 1 & 2 Letter Vitamins
      • Liquid Supplements Category Highly Fragmented
        • Table Top Twenty Marketers of Nutritional Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table Top Fifteen Nutritional Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table Top Marketers and Brands of General Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table Top Marketers and Brands of Multivitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table 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)
        • Table Top Marketers and Brands of Liquid Vitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
    • Focus on Condition-Specific Products
      • Condition-Specific Products Charting Healthy Growth
        • Table SymphonyIRI-Tracked Dollar Sales and Market Share of Condition-Specific Products by Type, 2008-2009 (in millions of dollars and percent)
      • Osteo Bi-Flex on Top in Joint Health Supplements
        • Table Joint Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Citracal No. 1 in Calcium Supplements
        • Table Calcium Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Children's Supplements Led by Bayer's Flintstones
      • Bausch & Lomb Dominates in Eye Care Supplements
        • Table Children's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
        • Table Eye Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • NBTY's Q-Sorb Out Front in Heart Health Supplements
        • Table Heart Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • One-A-Day a Strong No. 1 in Men's Supplements
        • Table Men's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Women's Supplements Target Menopausal and Prenatal Health
        • Table Women's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Consumers Aren't Looking for Energy in Supplements
        • Table Energy Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Digestive Health Supplements Going Strong
        • Table Digestive Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Cosmetic Supplements Down
        • Table Cosmetic Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Sales Trending Down in Brain Health Segment
        • Table Brain Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
  • New Product Trends - Highlights
  • New Product Trends
    • Supplement Introductions Bouncing Back
      • Table Number of Vitamin and Mineral New Product Reports and SKUs, 2005-2010
    • Dietary Themes Sell Supplements
      • Table Top Package Tags/Claims for New Vitamin and Mineral Products, 2005-2009 (number)
      • Table High-Growth Nutritional Supplement Package Tags/Claims: 2009 vs. 2005 Increase (number)
    • Market Leaders in New Product Entries
      • Table Number of Nutritional Supplement Launches by Company, 2008-2010
    • Macro Trends
    • Trends in Joint Supplements
    • Heart Health Supplements Going Strong
    • Aiming for the Gut
    • Omega-3s Still Have Mileage
    • Brain Boosters
    • Eye Care Supplements Lean on Scientific Support
    • The Oral Angle
    • Seeking Immunity
    • Supplements for Sleep
    • Targeting Specific Diseases and Conditions
      • Diabetes
      • Bariatric Patients
      • Tinnitus
      • ADHD
    • "Beauty from Within" Seeming Homely
    • Alternate Delivery Systems Tout Efficacy, Novelty
      • Powdered Supplements
      • Gummies and Gels
      • Oral Strips
      • Lip Balm
    • Up-and-Coming Ingredients
      • Vitamin D
      • Resveratrol
      • Superfruits
  • Consumer Trends - Highlights
  • Consumer Trends
    • Introduction
      • Notes on Experian Simmons Data
      • Between 57% and 63% of Adults Use Supplements
      • Vitamin D Riding High
      • Top Brand Lines Are Multivitamins
        • Table Overview of Nutritional Supplement Usage, 2010 (percent and number of U.S. adults) Demographics Number (000) Percent
    • Consumer Psychographics
      • Faith and Doubt on Supplement Efficacy
      • Forgetting to Take Their Pills
      • Supplement Users Proactive About Healthcare
      • Stronger Skews for Specialized Products
      • A Taste for Alternatives
      • Branded vs. Private Label
        • Table Psychographic Indicators for Nutritional Supplement Users, 2010 (percent and index of U.S. adults)
        • Table Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2010 (percent of U.S. adults)
        • Table Overall Psychographic Indicators for Daily Users of Nutritional Supplements, 2010 (number and percent of U.S. adults)
        • Table Top Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (index of U.S. adults)
        • Table Top Psychographic Indicators for Nutritional Supplement Usage by Brand, 2010 (index of U.S. adults)
    • Consumer Demographics
      • Age Is Leading Demographic Indicator
      • 40% of Supplement Users Are Boomers
      • Usage Edges Up in Age Brackets
      • The Gender Gap
      • Supplement Socio-Economics
      • Patterns by Product Type
      • Patterns by Brand Line
        • Table Nutritional Supplement Usage: Overall Demographic Patterns, 2010 (percent, number and index of U.S. adults)
        • Table Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2006 vs. 2010 (U.S. adults)
        • Table Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women, 2010 (U.S. adults)
        • Table Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2006 vs. 2010 (U.S. adults)
        • Table Demographics of Those Using Nutritional Supplements Once or More Daily, 2010 (percent, number and index of U.S. adults)
        • Table Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (percent and index of U.S. adults)
        • Table Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line, 2010 (percent and index of U.S. adults)
  • Addresses of Selected Marketers

Abstract

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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