The U.S. Market for Nutritional Supplements: Vitamins, Minerals and Dietary Supplements, 5th Edition

This publication has been discontinued on July 19, 2011.

Introduction

The U.S. Market for Nutritional Supplements: Vitamins, Minerals and Dietary Supplements

Pegging 2003 sales at approximately $10 billion through all channels, including mass-market, health/natural, and direct, The U.S. Market for Nutritional Supplements covers nutritional supplements including vitamins, minerals, herbal supplements, nonherbal supplements and other types of food supplements, exploring this market within the value-added context of broader food and beverage trends representing both synergies and drawbacks. For example, what effect is the ongoing explosion of nutraceuticals, vitamin- and mineral-fortified products, and targeted �gphoods�h having on nutritional supplements, and how can supplement marketers ride these waves to their own advantage?

The U.S. Market for Nutritional Supplements examines explores key competitive trends and pinpoints opportunities for current and prospective marketers. The four principal mass-market categories?supplements, multi-vitamins, 1 & 2 letter vitamins, and liquid supplements?are quantified to the marketer/brand share level by IRI data, and further substantiated by extensive qualitative analysis. The report documents market size and composition; marketing, new product, and retail trends, providing forecasts through 2008 and detailed consumer profiles of key demographics, based on the Spring 2004 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and households with children.

Report Methodology

The information in The U.S. Market for Nutritional Supplements is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the nutritional supplements market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2003) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at every segment of the nutritional supplements market, examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of nutritional supplements. It provides up-to-date competitive profiles of marketers of nutritional supplements and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the industry.

What You�fll Get in this Report

• The U.S. Market for Nutritional Supplements
• makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Nutritional Supplements offers. The report addresses the following segments:
• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream nutritional supplements marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Distribution Strategies (including retail, foodservice and c-stores)
• The Consumer (who�fs buying what, and where)
• The Products
• Trends and Opportunities

How You Will Benefit from this Report

• If your company is already competing 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, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for nutritional supplements based on Simmons data.

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.
• Advertising agencies working with clients in the nutritional supplements industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• 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.

The U.S. Market for Nutritional Supplements: Vitamins, Minerals and Dietary Supplements

Chapter 1: Executive Summary

Chapter 2: Introduction

• Market Definition
• Scope of Report
  • Exclusions
• Product Categories and Classifications
  • Vitamins
  • Minerals
  • Supplements
• Mass-Market Product Classifications
  • Specialty Supplements
  • Multivitamins
  • 1 & 2 Letter Vitamins
  • Liquid Supplements
• Combination Formulas
• Other Product Classifications
  • Single-Element vs. Multivitamin/Mineral
  • Synthetic vs. Natural
  • Distribution Channel: Health/Natural vs. Mass Market
  • Demographic: Male, Female, Senior, and Children�fs
• Delivery Systems
• Federal Regulation
  • FDA and DSHEA at the Helm
  • DSHEA a Boon to Marketers and Retailers
  • The Nutritional Labeling and Education Act (NLEA)
  • Qualified Health Claims
  • RDAs, RDIs, DRVs, and DVs
  • DSHEA Strained by Ephedra Debacle
  • Tighter Regulation on the Horizon?
  • Burdens of the Bioterrorism Act
  • Consumer Health Information for Better Nutrition Initiative
  • Good Manufacturing Practices Rule for Nutritional Supplements
• The Market in Context
  • Introduction
  • A National Health Crisis
  • The Food Industry at Fault?
  • The Low-Carb Revolution
  • America on a Diet
  • Table Percentage Rates for Selected Diet-Related Activities and Attitudes: Overall and by Gender, 2004
  • The Government Reaction
  • The Future of the Food Guide Pyramid
  • Eating for Health
  • FDA-Approved Health Claims for Foods
  • Nutraceuticals, Functional Foods, and Fortified (or Enhanced) Foods
  • Here Come Phoods
  • �c And New Phood Ingredients
  • Table: New Food Products by Nutritional Supplement Package Tags, 1999-2004
  • Table: New Beverage Products by Nutritional Supplement Package Tags, 1999-2004

Chapter 3: The Market

• Methodology for Sales Estimates
  • Figure: U.S. Retail Dollar Sales of Nutritional Supplements, 2000-2004
  • Retail Sales Approach $10 Billion in 2004
  • Table: U.S. Retail Dollar Sales of Nutritional Supplements, 2000-2004
  • Mass-Market Sales Recover in 2003
  • Table: IRI-Tracked Dollar Sales of Nutritional Supplements, 1999-2003
  • Mass-Market Sales Trends by Product Category, 1999-2003: Combo Products on the Ups
  • Table: IRI-Tracked Dollar Sales of Nutritional Supplements: By Product Category, 1999-2003
  • Table: Annual Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2000-2003
  • Table: Annual Percentage Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2000-2003
  • Table: Five-Year Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 1999-2003
• Market Composition
  • The Leading Categories
  • Table: Share of U.S. Dollar Sales of Nutritional Supplements by Product Type: 2000 vs. 2004
  • Combo Products Taking a Bigger Bite
  • Table: Share of IRI-Tracked Sales of Nutritional Supplements: Dollar Sales by Product Category, 1999 vs. 2003
  • Ups and Downs in Herbal Supplements
  • Distribution of Sales by Retail Outlet
  • Table: Share of U.S. Sales of Nutritional Supplements by Retail Outlet Type: 2004
  • Household and Lifestage Patterns of Nutritional Supplements Purchasing
  • Table: Indices for Purchasing of Selected Nutritional Supplement Product Types: By Adult Age Bracket, 2003
  • Table: Indices for Purchasing of Selected Nutritional Supplement Product Types: By Household Size, 2003
  • Table: Indices for Purchasing of Selected Nutritional Supplement Product Types: By Household Income Bracket, 2003
  • Racial/Ethnic Patterns of Nutritional Supplement Purchasing
  • Table: Indices for Purchasing of Selected Nutritional Supplement Product Types: By Race/Ethnicity, 2003
  • Regional Patterns of Nutritional Supplement Purchasing
  • Table: Indices for Purchasing of Selected Nutritional Supplement Product Types: By Region, 2003
• Factors to Market Growth
  • An Industry Under Attack
  • More FDA Bans in the Pipeline?
  • Senate Bill 722
  • Saving DSHEA
  • Good Manufacturing Practices for Dietary Supplements
  • Most Supplements on Solid Scientific Ground
  • But Health-Claims-Based Promotions Restricted
  • The Power of Marketing
  • Table: Rate of New Nutritional Supplement Product Introduction vs. Market Growth Rate, 1999-2003
  • Demographic Marketing
  • The Aging Boomer Bulge
  • Table: Projected U.S. Population by Age Bracket, 2000-2010
  • Technological Advances
  • Competition from �gPhoods�h
• Projected Market Growth
  • Figure: Projected U.S. Nutritional Supplements Sales, 2003-2008
  • Market to Top $12 Billion by 2009
  • Table: Projected U.S. Retail Sales of Nutritional Supplements by Category, 2004-2009

Chapter 4: The Marketers

• Competitive Trends
  • Marketer Overview
  • The Mass-Health/Natural Divide
  • Power Shifts: Mergers and Acquisitions
  • The Private-Label Juggernaut
  • Table: U.S. Nutritional Supplements Market: Selected Leading Marketers and Brands, 2004
• Marketer and Brand Shares
  • Methodology for Estimates
  • Private Label Out Front
  • Wyeth and Otsuka Neck to Neck for Second Overall
  • Centrum and Nature Made the Two Top-Ranked Brands
  • Figure: Top Marketers of Nutritional Supplements by Mass-Market Share, 2004
  • Table: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2000-2004
  • Table: Top Nutritional Supplement Brands by Share of IRI-Tracked Sales, 2002-2004
  • Royal Numico/Sundown on Top in General Supplements
  • Table: Top Marketers and Brands of General Supplements by Share of IRI-Tracked Sales, 2004
  • Wyeth and Bayer Lead Mutivitamins Pack
  • Table: Top Marketers and Brands of Multivitamins by Share of IRI-Tracked Sales, 2004
  • Otsuka Out Front in 1 & 2 Letter Vitamins
  • Table: Top Marketers and Brands of 1 & 2 Letter Vitamins by Share of IRI-Tracked Sales, 2004
  • Bristol-Myers Squibb and NBTY Dominate Liquid Supplements Category
  • Table: Top Marketers and Brands of Liquid Supplements by Share of IRI-Tracked Sales, 2004
  • Dollar Growth Winners and Losers, 2000 vs. 2004
  • Table: Total Growth/Decline Among Top Marketers in IRI-Tracked Sales of Nutritional Supplements, 2000 vs. 2004
  • Table: Total Growth/Decline Among Top Brands in IRI-Tracked Sales of Nutritional Supplements, 2000 vs. 2004
  • Table: Growth/Decline Among Top Sub-Brand Lines in IRI-Tracked Sales of Nutritional Supplements, 2000 vs. 2004
  • Table: Total Growth/Decline Among Top Sub-Brand Lines in IRI-Tracked Sales of Nutritional Supplements, 2000 vs. 2004
  • Leading Health/Natural Store Marketers/Brands
• Competitor Profiles
  • Competitor Profile: Bayer AG
  • Competitor Profile: GNC Corp.
  • Competitor Profile: Leiner Health Products, Inc.
  • Competitor Profile: Natrol, Inc.
  • Competitor Profile: NBTY, Inc. (Rexall Sundown)
  • Competitor Profile: Otsuka America
  • Competitor Profile: Pharmavite LLV
  • Competitor Profile: Wyeth (Solgar)

Chapter 5: Marketing and New Product Trends

• New Product Trends
  • New Product Introductions Picking Up Steam
  • Table: Number of Nutritional Supplements New Product Introductions, 1999-2004
  • The Leading Edge
  • Table: Nutritional Supplement Product Selling Points by Package Tags, 1999-2004
  • Natural/Allergy Appeals
  • Convenience Appeals
  • The Weight-Loss Product Thrust
  • Trends in Kids Supplements
  • Trends in Women�fs Supplements
  • Trends in Men�fs Supplements
  • Table: U.S. Nutritional Supplements Market: Selected New Product Introductions, January 2002-April 2003
  • Advertising Trends
  • Marketers Up Spending on National Consumer Advertising
  • The Leading Advertisers
  • Advertising Positioned on a Few Major Themes
  • Consumer Promotions
  • Trade Advertising and Promotion
  • Trade Shows and Associations
• Retail Trends
  • Mass-Market Trends
  • Health and Natural Store Trends
  • Mail-Order/Online Trends

Chapter 6: The Consumer

• Simmons Market Research Bureau Data
• Introduction: Consumer Attitudes
  • Health Awareness and Health Concerns
  • Rx vs. OTC: Attitudes Toward Alternative Medicines
  • Attitudes Toward Supplement Effectiveness
  • Attitudes Toward Supplement Use and Aging
  • Demographic Focus: Patterns by Gender
  • Demographic Focus: Patterns by Race/Ethnicity
• Overall Usage Patterns
  • % of Adults Using Nutritional Supplements
  • Patterns by Usage Level
  • Demographic Focus: Patterns by Gender
  • Demographic Focus: Patterns by Race/Ethnicity
• Usage by Product Type
  • Overall Patterns by Formula Type
  • Demographics for Multiple Formula
  • Demographics for Vitamin C
  • Demographics for Vitamin E
  • Women's Usage of Calcium Supplements
• Brand Usage and Demographics
  • The Top Brands
  • The Private-Label Profile
  • Demographic Focus: Patterns by Gender
  • Demographic Focus: Patterns by Race/Ethnicity
  • Demographic Focus: Supplements for Kids

Chapter 7: Looking Ahead

• Trends & Opportunities
  • Competing with Phoods
  • New Product Forms and Delivery Systems
  • Piggybacking on The Weight-Loss, Sports Nutrition
  • Extreme Segmentation
  • Channel-Specific Marketing

Appendix: Addresses of Selected Marketers

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