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 gphoodsh 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 Youfll 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 (whofs 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.
Table of Contents
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 Childrenfs
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 gPhoodsh
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 Womenfs Supplements
Trends in Menfs 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
