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