Nutritional Supplements in the U.S. 4th Edition

Nutritional Supplements in the U.S. 4th Edition published by Packaged Facts in September, 2010. This report price starts from US $ 3750.

Introduction

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-a-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.

Table of Contents

Chapter 1: Executive Summary

• Scope & Methodology
  • Scope of Report
  • Mass-Market Product Classifications
  • Report Methodology
• The Market
  • U.S. Retail Sales on the Ups
  • Figure 1-1: U.S. Retail Sales of Nutritional Supplements, 2005, 2009, 2014 (in millions of dollars)
  • 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
  • Figure 1-2: Percent of Adults Using Nutritional Supplements, 2006-2010 (U.S. adults)
  • 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

Chapter 2: Introduction

• Market Definition
  • Scope of Report
  • Product Categories and Classifications
    • 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, 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

Chapter 3: The Market

• Market Size and Growth
  • U.S. Retail Sales Top $9 Billion in 2009
  • Table 3-1: U.S. Retail Sales of Nutritional Supplements, 2005-2009 (in millions of dollars)
  • Mass-Market Sales Accelerate
  • Table 3-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2008-2009 (in millions of dollars)
  • Liquid Supplements Provide a Jolt, General Supplements a Baseline
  • Table 3-3: SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
  • Table 3-4: Annual Dollar Growth/Decline in SymphonyIRITracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
  • Table 3-5: 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
  • Figure 3-1: SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
  • Modest Growth in Condition-Specific Products
  • Table 3-6: 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 3-7: SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (in millions of dollars)
  • Table 3-8: 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
  • Figure 3-2: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2010 (percent)
  • Walmart Draws the Most Supplement Shoppers
  • Table 3-9: 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 3-10: 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
  • Figure 3-3: Level of Agreement with Statement, "Rather Than Vitamin/Supplement Pills, I Prefer to Buy Foods or Beverages with Specific Nutritional Benefits," February 2009 (percent)
  • Figure 3-4: Level of Agreement with Statement, "I Frequently Choose Foods and Beverages Because They Are Naturally Rich in Specific Nutrients," May/June 2010 (percent)
  • The Natural/Organic Connection
  • Aging Baby Boomers an Underpinning Market Force
  • Figure 3-5: Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2010 (U.S. adults)
  • Table 3-11: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2010 (percent of total U.S. adult users)
  • Table 3-12: Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)
• Looking Ahead
  • Nutritional Supplements Not Immune to Economy
  • Table 3-13: New Vitamin and Mineral SKUs, 2005-2009
  • Projected Market Growth
  • Table 3-14: 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

Chapter 4: 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
• Figure 4-1: Private-Label Share of Mass-Market Sales of Nutritional Supplements by Category: 2007 vs. 2009 (percent)
• Table 4-1: 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 4-2: 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 4-3: Top Twenty Marketers of Nutritional Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
• Table 4-4: Top Fifteen Nutritional Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
• Table 4-5: Top Marketers and Brands of General Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
• Table 4-6: Top Marketers and Brands of Multivitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
• Table 4-7: 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 4-8: 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 4-9: 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 4-10: Joint Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
• Citracal No. 1 in Calcium Supplements
• Table 4-11: 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 4-12: Children' s Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
• Table 4-13: 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 4-14: 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 4-15: 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 4-16: 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 4-17: Energy Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
• Digestive Health Supplements Going Strong
• Table 4-18: Digestive Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
• Cosmetic Supplements Down
• Table 4-19: Cosmetic Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
• Sales Trending Down in Brain Health Segment
• Table 4-20: Brain Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Chapter 5: New Product Trends

• Supplement Introductions Bouncing Back
• Table 5-1: Number of Vitamin and Mineral New Product Reports and SKUs, 2005-2010
• Dietary Themes Sell Supplements
• Table 5-2: Top Package Tags/Claims for New Vitamin and Mineral Products, 2005-2009 (number)
• Table 5-3: High-Growth Nutritional Supplement Package Tags/Claims: 2009 vs. 2005 Increase (number)
• Market Leaders in New Product Entries
• Table 5-4: 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

Chapter 6: Consumer Trends

• Introduction
  • Notes on Experian Simmons Data
  • Between 57% and 63% of Adults Use Supplements
  • Figure 6-1: Percent of Adults Using Nutritional Supplements, 2006-2010 (U.S. adults)
  • Vitamin D Riding High
  • Figure 6-2: Selected Leading Types of Nutritional Supplement by Usage Rates, 2006 vs. 2010 (percent of U.S. adults)
  • Top Brand Lines Are Multivitamins
  • Figure 6-3: Top Nutritional Supplement Brand Lines by Usage Rates, 2006 vs. 2010 (percent of U.S. adults)
  • Table 6-1: Overview of Nutritional Supplement Usage, 2010 (percent and number of U.S. adults)
• Consumer Psychographics
  • Faith and Doubt on Supplement Efficacy
  • Forgetting to Take Their Pills
  • Figure 6-4: Top Reasons Consumers Do Not Take Supplements, 2010 (percent)
  • Supplement Users Proactive About Healthcare
  • Stronger Skews for Specialized Products
  • A Taste for Alternatives
  • Branded vs. Private Label
  • Table 6-2: Psychographic Indicators for Nutritional Supplement Users, 2010 (percent and index of U.S. adults)
  • Table 6-3: Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2010 (percent of U.S. adults)
  • Table 6-4: Overall Psychographic Indicators for Daily Users of Nutritional Supplements, 2010 (number and percent of U.S. adults)
  • Table 6-5: Top Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (index of U.S. adults)
  • Table 6-6: Top Psychographic Indicators for Nutritional Supplement Usage by Brand, 2010 (index of U.S. adults)
• Consumer Demographics
  • Age Is Leading Demographic Indicator
  • Figure 6-5: Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2010 (U.S. adults)
  • 40% of Supplement Users Are Boomers
  • Figure 6-6: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2010 (percent of total U.S. adult users and number in millions)
  • Usage Edges Up in Age Brackets
  • The Gender Gap
  • Supplement Socio-Economics
  • Patterns by Product Type
  • Patterns by Brand Line
  • Table 6-7: Nutritional Supplement Usage: Overall Demographic Patterns, 2010 (percent, number and index of U.S. adults)
  • Table 6-8: Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2006 vs. 2010 (U.S. adults)
  • Table 6-9: Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women, 2010 (U.S. adults)
  • Table 6-10: Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2006 vs. 2010 (U.S. adults)
  • Table 6-11: Demographics of Those Using Nutritional Supplements Once or More Daily, 2010 (percent, number and index of U.S. adults)
  • Table 6-12: Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (percent and index of U.S. adults)
  • Table 6-13: Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line, 2010 (percent and index of U.S. adults)

Appendix: Addresses of Selected Marketers

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