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Nutritional Supplements in the U.S., 6th Edition

The U.S. nutritional supplements market is going to maintain its average growth rate of just over 6% per year through 2018, hitting sales of $16.4 billion in that year. Growth in the market slowed in 2013 and the first part of 2014 due to negative press coverage of supplement safety and effectiveness, and the increase in consumer use of functional foods and beverages. Omega-3/fish oil and calcium/bone supplements have been hardest hit, with sales declining by double digits in 2013. On the other hand, digestive health and probiotic sales have been healthy indeed, posting an almost 25% increase in sales of such supplements in the multi-outlet (MULO) channel in 2013. Looking ahead, sales of nutritional supplements will experience an increased growth rate between 2014 and 2018, with sales expanding due to an aging population, rising consumer involvement in personal health, and a growing expectation of personalization for virtually all services and products.

Nutritional Supplements in the U.S., 6th Edition contains comprehensive data on the U.S. market for dietary supplements, including historical (2009-2013) and forecasted (2014-2018) retail sales data. The report discusses key trends affecting the marketplace, trends driving growth, and consumer demographics. In addition, the report discusses the key supplement marketers and retailers providing nutritional supplements in the U.S., providing profiles of innovative and fast growing marketers as well as ranking marketers in terms of sales for a number of different nutritional supplement segments and categories.

Report Methodology

The information in Nutritional Supplements in the U.S., 6th Edition is based on primary and secondary research. Primary research entailed interviews with companies, distributors and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature, and corporate annual reports. Sales of packaged products are based on available sales data from IRI's InfoScan multi-outlet (MULO) data service, estimates reported in the trade and consumer press, industry experts, and participating supplement manufacturers and retail outlets. Consumer findings are derived from Packaged Facts' proprietary survey conducted in August 2012 and Experian's Simmons National Consumer Study (NCS) surveys, which provide current data on consumers' purchasing habits, preferences and perspectives.

What You'll Get in This Report

Nutritional Supplements in the U.S., 6th Edition makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Nutritional Supplements in the U.S., 6th Edition offers. Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You'll Benefit from This Report

If your company is already doing business in the nutritional supplements market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for nutritional supplements in the U.S., as well as projected markets and trends through 2018.

This report will help:

  • Marketing managers identify market opportunities and develop targeted promotion plans for nutritional supplements.
  • Research and development professionals stay on top of competitor initiatives and explore demand for nutritional supplements amongst different population demographics.
  • Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy nutritional supplements.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Additional Information

SAMPLE INSIGHTS AND HIGHLIGHTS

  • Sales of nutritional supplements in the U.S. will grow by a compound annual growth rate of 6.3% during the forecast period 2014-2018.
  • The continued insufficient intake of vitamins D and A in the typical American diet makes these supplements an excellent opportunity for increased market growth over the forecast period.
  • "Pill fatigue" will continue to drive gummy and other alternative format supplement sales.
  • Gut health and probiotics will remain the top condition-specific nutritional supplement category in 2014 and 2015, and will remain a fast growing market as it caters to an aging population.
  • The key opportunity for energy supplement marketers is to push into the non-traditional convenience store channel where energy drink and shot sales are largest.
  • Joint health and eye health supplements were the largest condition-specific supplement categories in 2013, comprising just over one-third of all condition-specific supplement sales.
  • Eye health and digestive health condition-specific supplements saw double digit growth in 2013, while bone health and women's health supplement sales suffered double digit declines.
  • Multivitamins comprise over 80% of children's vitamin sales.
  • Digestive health supplements was the fastest growing condition-specific supplements category in 2013, spurred on by noticeable growth in sales of i-Health's Culturelle line of digestive health supplements.
  • Pharmaceutical and consumer packaged goods firms have significantly increased their share of nutritional supplement sales over the past five years since 2009.
  • "Free-from" marketing claims continue to resonate very strongly with supplement users.
  • New dietary guidelines expected after 2015 may require reformulations of existing products to meet the new standards
  • Energy-boosting supplements are receiving significant attention from both marketers and consumers as more people look for alternatives to caffeinated energy drinks
  • Interest in probiotics continues to grow in the U.S., a sharp contrast to the decline seen in Europe, the traditional probiotics market
  • Mushrooms and CoQ10 are two of the hottest new ingredients being added to supplements, the first for energy and the latter as part of a growing trend to improve "mitochondrial health"
  • Supercenters remain the largest channel for nutritional supplement sales, followed by grocery stores and natural/specialty stores.
  • The Hispanic market for supplements saw the fastest growth for supplement usage of any ethnic group between 2009 and 2013.

Table of Contents

Chapter 1: Executive Summary

  • Scope & Methodology
  • Market & Forecast
  • Figure 1-1 U.S. Nutritional Supplements Market & Forecast, 2009-2018 (in billion $ and percent growth)
  • Forecast
  • Negative Press Hinders Supplement Sales
  • Condition-Specific Supplements
  • Children's Vitamins
  • Herbal Supplements Sales Remain Solid
  • Competitive Overview of Nutritional Supplement Marketers
  • Mergers & Acquisitions
  • The Omega Supplements Market
  • Figure 1-2 U.S. Omega-3 Supplements Market, 2013-2018 (in million $)
  • Marketers Fight Back: A New Health Claim
  • Marketer & Brand Shares
  • Figure 1-3 Top Nutritional Supplement Marketers and Brands by IRI-Tracked Sales, 2013(in percent)
  • Top Competitors and Brands by Market Segment
  • Top Competitors for Condition-Specific Supplements
  • Table 1-1 Condition-Specific Supplement Market Shares by IRI-Tracked Sales, 2013(in percent and million dollars)
  • Top Brands & Competitors for Children's Supplements
  • Marketing & New Product Trends
  • Herbal Supplements
  • Energy Supplements Resonating with Consumers
  • Supplement Regulations
  • "Free-From" Claims Are a Strong Marketing Strategy
  • The Retail Marketplace
  • 2013 A Good Year for Natural/Specialty Stores
  • Mass Market Merchandiser Supplement Sales Mixed in 2013
  • Online Still Has Plenty of Room for Growth
  • Private Label
  • Consumer Trends
  • Table 1-2 Top 10 Supplements Most Often Used, 2009-2013 (percent)
  • Consumer Psychographics
  • Consumer Demographics
  • Key Demographics of Most Used Supplements
  • Key Demographics of Most Used Brands

Chapter 2: Market Projections and Opportunities

  • Key Points
  • Scope of Report
  • Product Categories and Classifications
  • Vitamins
  • Minerals
  • Supplements
  • Mass-Market Product Classifications
  • Forecast
  • Figure 2-1 U.S. Nutritional Supplements Market Forecast, 2014-2018 (in billion $ and percent growth)
  • Opportunities
  • Older Population
  • Table 2-1 U.S. Population, 2010-2020 (in millions and percent)
  • Table 2-2 Projected Adult Supplement Use by Age, 2010-2020 (in millions)
  • Digestive/Probiotic Supplements
  • Marketing What the Supplement Doesn't Contain, as Well as What It Does
  • Table 2-3 Share of U.S. Population Watching Diet, 2009-2013 (percent)
  • Push Energy Supplements into Traditional Energy Drink Sales Channels
  • Vitamins A, B12 & D
  • Table 2-4 Use of Vitamins A, B12 and D, 2009 & 2013
  • New & Innovative Delivery Formats
  • Personalized Supplements

Chapter 3: Market Size and Segmentation

  • Key Points
  • Supplement Sales Continue Steady Growth
  • Figure 3-1 U.S. Nutritional Supplements Market, 2009-2014P (in billion $ and percent growth)
  • Multi-Outlet Supplement Sales Rise in Value, Drop in Volume
  • Table 3-1 Multi-Outlet Supplement Sales by Segment, 2012-2013 (in million $ and million 10 count)
  • Private Label Sales
  • Table 3-2 Multi-Outlet Private Label and Brand Name Supplement Sales, 2012-2013(in million $ and million 10 count)
  • Negative Press Hinders Supplement Sales
  • Condition-Specific Supplements
  • Figure 3-2 Multi-Outlet Condition-Specific Supplement Sales, 2013 (in percent of condition-specific supplement sales)
  • Table 3-3 Multi-Outlet Condition-Specific Supplement Sales, 2012-2013 (in million $ and million 10 count)
  • Common Ailments Suffered by Americans
  • Figure 3-3 Ailments Suffered by Americans in 2013 (percent)
  • Joint Health Supplement Sales Flat in 2013
  • Table 3-4 Joint Pain in U.S. Adults, 2011 (in percent)
  • Eye Health Grows in Popularity
  • Bone/Women's Supplements in Decline
  • Figure 3-4 Calcium Supplement Use, 2009-2013 (in sample size and percent)
  • Digestive Health a Popular Choice with Consumers
  • Children's Vitamins
  • Table 3-5 Multi-Outlet Supplement Sales of Children's Supplements by Segment, 2012-2013(in million $ and million 10 count)
  • Herbal Supplements
  • Demographics of Herbal Supplement Use
  • Table 3-6 Demographics of Herbal Supplement Use, 2013 (index)
  • Herbal Supplement Quality Concerns
  • Supplements Continue Battle Against Functional Foods
  • Figure 3-5 Agreement with Statement "I like the idea of beverage products that are formulated to address specific health conditions or concerns," February 2014 (percent)

Chapter 4: The Marketers

  • Key Points
  • Competitive Overview
  • Figure 4-1 Sales Growth for Key Supplement Marketers, 2013 (percent)
  • Mergers & Acquisitions
  • Table 4-1 Supplement Sector Mergers & Acquisitions, Aug. 2012-Apr. 2014
  • Church & Dwight Acquire Avid Health
  • Reckitt Benckiser Acquires Schiff Nutrition International
  • Changing Competitor Landscape
  • Figure 4-2 Sales Share of Top 30 Marketers in the MULO Channel by Marketer Type, 2013(in percent)
  • Natural Product Marketers
  • Direct-To-Consumer Marketers
  • Online Sales Marketers Continue to Post Strong Growth
  • Marketer & Brand Shares
  • Methodology
  • Carlyle Remains Top Competitor
  • Table 4-2 Top Nutritional Supplement Marketers by IRI-Tracked Sales, 2013 (in million dollars and percent)
  • The Leading Brands
  • Table 4-3 Top Nutritional Supplement Brands by IRI-Tracked Sales, 2013 (in million dollars and percent)
  • Competitor Brief: Church & Dwight
  • Top Competitors and Brands by Market Segment
  • Table 4-4 Nutritional Supplement Segment Market Shares by IRI-Tracked Sales, 2013 (in percent)
  • Mineral Supplements
  • Table 4-5 Top Five Mineral Supplement Brands by IRI-Tracked Dollar Sales and Segment Share,2013 (in million dollars and percent)
  • Multivitamins
  • Table 4-6 Top Five Multivitamin Brands by IRI-Tracked Dollar Sales and Segment Share, 2013(in million dollars and percent)
  • 1&2 Letter Vitamins
  • Table 4-7 Top Five 1&2 Letter Vitamin Brands by IRI-Tracked Dollar Sales and Segment Share,2013 (in million dollars and percent)
  • Liquid Supplements
  • Table 4-8 Top Five Liquid Supplement Brands by IRI-Tracked Dollar Sales and Segment Share,2013 (in million dollars and percent)
  • Top Competitors for Condition-Specific Supplements
  • Table 4-9 Condition-Specific Supplement Market Shares by IRI-Tracked Sales, 2013 (in percent)
  • Digestive Health Supplements
  • Table 4-10 Top Five Digestive Health Supplement Brands by IRI-Tracked Dollar Salesnand Segment Share, 2013 (in million dollars and percent)
  • Competitor Brief: ReNew Life
  • Table 4-11 ReNew Life Formula's Top Brands by IRI-Tracked Dollar Sales and Sales Share,2013 (in million dollars and percent)
  • Vitamin C/Immunity Supplements
  • Table 4-12 Top Five Vitamin C/Immunity Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
  • Joint Health Supplements
  • Table 4-13 Top Five Joint Supplement Brands by IRI-Tracked Dollar Sales and Segment Share,2013 (in million dollars and percent)
  • Eye Health Supplements
  • Table 4-14 Top Five Eye Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
  • Bone Health/Calcium Supplements
  • Table 4-15 Top Five Bone Health/Calcium Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
  • Women's Supplements
  • Table 4-16 Top Five Women's Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
  • Men's Supplements
  • Table 4-17 Top Five Men's Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
  • Heart Health Supplements
  • Table 4-18 Top Five Heart Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
  • Competitor Brief: Quten Research Institute
  • Brain Supplements
  • Table 4-19 Top Five Brain Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
  • Cosmetic Supplements
  • Table 4-20 Top Five Cosmetic Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
  • Energy Supplements
  • Table 4-21 Top Five Energy Supplement Brands by IRI-Tracked Dollar Sales and Segment Share,2013 (in million dollars and percent)
  • Top Brands & Competitors for Children's Supplements
  • Table 4-22 Top Children's Nutritional Supplement Brands by IRI-Tracked Sales, 2013(in million dollars and percent)
  • Figure 4-3 Children's Vitamin Use by Brand, 2010-2014 (in percent)

Chapter 5: Marketing and New Product Trends

  • Key Points
  • New Product Launches Out of Synch with Consumer Wants
  • Figure 5-1 New Supplement Product Launches by Segment, 2013 (in percent)
  • Herbal Supplements
  • Illustration 5-1: Vitamin Shoppe's New Private Label plnt Line of Herbal Supplements
  • Probiotics
  • Table 5-1 Key Demographics of Supplement Users Incorporating Probiotics into Their Diet, 2013(index)
  • Illustration 5-2: UAS LifeSciences' UP4 Kids Cubes Probiotic
  • Whole Food Supplements: No Momentum in 2013
  • Energy Supplements and Tiredness Reduction
  • Illustration 5-3: Mushroom Matrix's nrg
  • Supplement Regulations
  • FDA Floundering with FSMA
  • New Food Label Guidelines May Require Supplement Reformulations
  • Health Claims
  • Supplement Product Safety Enforcement
  • "Free-From" Claims Are a Strong Marketing Strategy
  • Illustration 5-4: Green Foods Berry Barley Essence
  • Third-Party Certifications & Transparency
  • GMO
  • Up and Coming Ingredients
  • The Q's (PQQ & CoQ10)
  • Illustration 5-5: Jarrow Formula's Ubiquinol QH+ PQQ.
  • Mushrooms
  • Turmeric/Circumin
  • Kale
  • Chia
  • Lactobacillus Reuteri
  • Illustration 5-6: Micropharma's Cardioviva Natural Health Probiotic
  • The Omega Supplements Market
  • Omega-3 Supplement Sales on the Decline
  • Table 5-2 Change in Fish Oil Supplement Use by Demographic, 2012-2013 (percent & weighted sample in thousands)
  • Figure 5-2 U.S. Omega-3 Supplements Market, 2013-2018 (in million $)
  • Negative Press Grows
  • A New Health Claim for Omega-3?
  • Delivery Innovations

Chapter 6: The Retail Marketplace

  • Key Points
  • Sales by Channel
  • Figure 6-1 Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2014 (percent)
  • 2013 a Good Year for Natural/Specialty Stores
  • Natural/Specialty Store Owners Expanding Stores & Locations
  • The Relationship Between Sales of Perishables and Supplements
  • Retailer Profile: Vitamin Shoppe
  • Retailer Profile: GNC
  • Figure 6-2 GNC Stores in the U.S., December 2013 (number of stores)
  • Mass Market Merchandiser Supplement Sales Mixed in 2013
  • Table 6-1 IRI-Tracked Multi-Outlet Sales of Nutritional Supplements for Period Ending January 26, 2014 (in millions of dollars & million 10 cnt)
  • Walmart Remains the Dominant Mass Merchandiser for Supplement Sales
  • Table 6-2 Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Retail Channel, May/June 2010 vs. August 2012 (percent)
  • Prices/More Information Key to Enticing/Retaining Customers
  • Figure 6-3 Packaged Facts Survey: Reasons for not Taking Supplements, 2012 (in percent)
  • Online Still Has Plenty of Room for Growth
  • Table 6-3 Alexa Rank of Top Online Nutritional Supplement Retailers, February 2014 (rank)
  • Virtual "Marketplace Stores" Can Lift Online Sales, but Require Caution
  • Retailer Profile: Vitacost

Private Label

  • Private Label Vitamin/Mineral Sales Continue Decline in Multi-Outlet Channels
  • Table 6-4 IRI-Tracked Multi-Outlet Sales of Private Label Nutritional Supplements for the Period Ending January 26, 2014 (in million 10 count)
  • Figure 6-4 Private Label Nutritional Supplement Sales for the Period Ending Jan. 26, 2014(in percent)
  • Private Label Market Penetration in Natural/Specialty Channel Improving

Chapter 7: Consumer Trends

  • Key Points
  • Note on Data Sources
  • Use of Multi-Vitamins Down, Vitamin D Up
  • Table 7-1 Types of Supplements Most Often Used, 2009-2013 (percent)
  • Supplements People Are Taking Are not Necessarily What They Need
  • Table 7-2 Supplement Use vs. Population Getting Adequate Nutrition by Supplement Type(percent)
  • Consumer Psychographics
  • The Connection Between Healthy Habits & Supplement Use
  • Table 7-3 Diet and Health Choices in Supplement Users, 2013 (index)
  • Frequent Supplement Use Associated with "All of the Above" Health Strategy
  • Table 7-4 Diet and Health Choices by Frequency of Supplement Use, 2013 (index)
  • Table 7-4 [Cont.] Diet and Health Choices by Frequency of Supplement Use, 2013 (index)
  • Vitamin Use Tied to Prescription/OTC Spending
  • Figure 7-1 Drug Spending vs. Vitamin Use (in percent)
  • Table 7-5 Potential Health Cost Savings from Supplement Use, 2013-2020 (in billion $)
  • Safety of Supplements
  • Consumer Demographics
  • Key Demographic Markets
  • Table 7-6 Nutritional Supplement Usage: Overall Demographic Patterns, 2013(percent, number and index of U.S. adults)
  • Table 7-6 [Cont.] Nutritional Supplement Usage: Overall Demographic Patterns, 2013(percent, number and index of U.S. adults)
  • Table 7-6 [Cont.] Nutritional Supplement Usage: Overall Demographic Patterns, 2013(percent, number and index of U.S. adults)
  • Table 7-6 [Cont.] Nutritional Supplement Usage: Overall Demographic Patterns, 2013(percent, number and index of U.S. adults)
  • Key Demographic Trends
  • Figure 7-2 Major Demographic Changes in Adult Supplement Use, 2009 vs. 2013 in millions of adults and percent)
  • Seniors Are the Fastest-Growing Age Bracket
  • Table 7-7 Percentage of Adults Using Nutritional Supplements: By Age Bracket,2009 vs. 2013 (percent and number in millions of U.S. adults)
  • A Growing Hispanic Market
  • Table 7-8 Percentage of Adults Using Nutritional Supplements: By Ethnicity, 2009 vs. 2013(percent and number in millions of U.S. adults)
  • Supplement Use Shines in the Northeast
  • Table 7-9 Percentage of Adults Using Nutritional Supplements: By Region, 2009 vs. 2013(percent and number in millions of U.S. adults)
  • Economic Trends
  • Table 7-10 Percentage of Adults Using Nutritional Supplements: By Household Income and Value of Residence, 2009 vs. 2013 (percent and number in millions of U.S. adults)
  • Trends in Usage of Supplements by Families
  • Table 7-11 Household Use of Adult Nutritional Supplements & Children's Vitamins 2009/2010* vs. 2013 (percent and number in millions of U.S. adults)
  • Supplement Use by Type and Brand
  • Key Demographics of Most Used Supplements
  • Table 7-12 Key Demographic Supplement User Indicators by Supplement Type,2013 (index)
  • Key Demographics of Most Used Brands
  • Table 7-13 Demographic Indicators for Nutritional Supplement Usage by Brand/Brand Line,2013 (percent and index of U.S. adults)
  • Table 7-13 Demographic Indicators for Nutritional Supplement Usage by Brand/Brand Line,2013 (percent and index of U.S. adults)
  • Table 7-13 Demographic Indicators for Nutritional Supplement Usage by Brand/Brand Line,2013 (percent and index of U.S. adults)
  • Table 7-13 Demographic Indicators for Nutritional Supplement Usage by Brand/Brand Line,2013 (percent and index of U.S. adults)
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