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Vitamins and Minerals - US - December 2011

The U.S. vitamins and minerals market experienced strong sales through food, drug, and mass channels between 2006 and 2010, before decelerating significantly in 2011, mostly because the economy continues to stagnate and consumers are looking for ways to cut household costs. However, the future appears to hold promise for the market as America’s population skews older, as older consumers comprise the market’s core users and many find that supplements help them deal with a range of age-related health conditions. This report closely analyzes these factors, and provides in-depth examination of the following:

  • Potential negative growth drivers represented by some charges that supplements do more harm than help, and that supplements are not federally regulated, which may lead to tainted products
  • The possibility of cannibalization of vitamins and minerals from herbal/botanical supplements and competition from supplement-containing foods and drinks
  • The leading role of drug stores in the FDMx market and the common theme of wellness that many chains employ to draw customers
  • Which brands of vitamins consumers are most likely to report using, according to results from the Experian Simmons NCS/NHCS, and what attitudes inform their purchase decisions
  • Innovations in the market, including the rise of gummies as more adults perceive their ease of ingestion and better taste than tablets

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Bad news for the economy was good news for supplements
                        • Market drivers
                          • Women and older adults drive usage
                            • Healthcare costs drive sales while research on safety hampers sales
                              • Segment sales and share
                                • Herbal/botanicals and functional foods/beverages create competition
                                  • Vitamins own the lion’s share of the market
                                    • Consumers purchase supplements at a variety of locations
                                      • Bayer AG leads the FDMx market but no dominant market leader
                                        • Centrum and One A Day used most
                                          • Innovations: natural products, targeted care, gummies
                                            • Natural products
                                              • Targeted care
                                                • Gummies aren’t just for kids anymore
                                                  • Low/no/reduced allergens and no additives/preservatives lead product claims
                                                    • Marketing strategies
                                                      • Vitamin and mineral usage overview
                                                        • Types of vitamin and mineral used
                                                          • Vitamin usage: single vitamins
                                                            • Vitamin usage: multivitamins
                                                              • Mineral supplement usage
                                                                • Reasons for using
                                                                  • Attitudes and concerns
                                                                    • Vitamin and mineral-specific
                                                                      • Toward vitamins and preventive medicine
                                                                        • Product selection
                                                                          • Reasons for not using
                                                                            • Impact of race/Hispanic origin
                                                                            • Insights and Opportunities

                                                                              • Brain health driven by fear
                                                                                • Intestinal health makes strides based on new research
                                                                                  • Demand for omega-3s is a growth opportunity
                                                                                  • Inspire Insights

                                                                                      • Trend: Extend My Brand
                                                                                        • Trend: Mood to Order
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Growth begins to wane as economic woes drag on
                                                                                              • Sales and forecast of vitamins and minerals
                                                                                                • Figure 1: Total U.S. retail sales and forecast of vitamins and minerals, at current prices, 2006-16
                                                                                                • Figure 2: Total U.S. retail sales and forecast of vitamins and minerals, at inflation-adjusted prices*, 2006-16
                                                                                              • Fan chart forecast
                                                                                                  • Figure 3: FDMx sales and fan chart forecast of vitamins and minerals, at current prices, 2006-16
                                                                                              • Market Drivers

                                                                                                • Key points
                                                                                                  • Graying population results in more core users
                                                                                                    • Population growth
                                                                                                      • Figure 4: Female population, by age, 2006-16
                                                                                                      • Figure 5: Population, by age, 2006-16
                                                                                                    • High costs of healthcare drive demand for alternatives
                                                                                                      • New research finds that vitamins/minerals may harm rather than help
                                                                                                        • Lack of oversight in supplements market
                                                                                                        • Competitive Context

                                                                                                          • Herbal/botanical supplements cannibalizing vitamin and mineral supplements
                                                                                                            • Vitamin-enhanced food/drinks eliminate need for separate supplement
                                                                                                            • Segment Performance

                                                                                                              • Key points
                                                                                                                • Sales of vitamins and minerals, by segment
                                                                                                                  • Figure 6: Total U.S. retail sales of vitamins and minerals, segmented by type, 2009 and 2011 (est.)
                                                                                                                • Sales of vitamins and minerals at FDMx, by segment
                                                                                                                  • Figure 7: FDMx sales of vitamins and minerals, segmented by type, 2009 and 2011 (est.)
                                                                                                              • Segment Performance—Vitamins

                                                                                                                • Key points
                                                                                                                  • Vitamin D deficiency remains in the news
                                                                                                                    • Gummy vitamins for adults add interest and grow sales
                                                                                                                      • Sales and forecast of vitamins
                                                                                                                        • Figure 8: Total U.S. retail sales and forecast of vitamins, at current prices, 2006-16
                                                                                                                    • Segment Performance—Mineral Supplements

                                                                                                                      • Key points
                                                                                                                        • Long-term increase in calcium usage
                                                                                                                          • Sales and forecast of minerals
                                                                                                                            • Figure 9: Total U.S. retail sales and forecast of minerals, at current prices, 2006-16
                                                                                                                        • Retail Channels

                                                                                                                          • Key points
                                                                                                                            • Drug stores and supermarkets see sales rebound
                                                                                                                              • Sales of vitamins and minerals, by channel
                                                                                                                                • Figure 10: Total U.S. retail sales of vitamins and minerals, by channel, 2009 and 2011 (est.)
                                                                                                                              • Consumer-reported purchase locations
                                                                                                                                • Figure 11: Purchase locations, by age, August 2011
                                                                                                                                • Figure 12: Purchase locations, by household income, August 2011
                                                                                                                                • Figure 13: Purchase locations, by region, August 2011
                                                                                                                            • Retail Channels—Drug stores

                                                                                                                              • Key points
                                                                                                                                • Growing through acquisition
                                                                                                                                  • Wellness theme is pervasive
                                                                                                                                    • Walgreens
                                                                                                                                      • Rite Aid
                                                                                                                                        • Drug store sales of vitamins and minerals
                                                                                                                                          • Figure 14: Drug store sales of vitamins and minerals, at current prices, 2006-11
                                                                                                                                      • Retail Channels—Supermarkets

                                                                                                                                        • Key points
                                                                                                                                          • Bigger, better in-store pharmacy and health sections
                                                                                                                                            • Technology helps drive consumers to private label brands
                                                                                                                                              • Supermarket sales of vitamins and minerals
                                                                                                                                                • Figure 15: Supermarket sales of vitamins and minerals, at current prices, 2006-11
                                                                                                                                            • Retail Channels—Other Retailers

                                                                                                                                              • Key points
                                                                                                                                                • Brick-and-mortar specialty stores
                                                                                                                                                  • Other retailers sales of vitamins and minerals
                                                                                                                                                    • Figure 16: Other retailers sales of vitamins and minerals, at current prices, 2006-11
                                                                                                                                                • Leading Companies

                                                                                                                                                  • Key points
                                                                                                                                                    • Nature’s Bounty maker acquired
                                                                                                                                                      • Manufacturer sales of vitamins and minerals
                                                                                                                                                        • Figure 17: U.S. FDMx manufacturer sales of vitamins and minerals, 2010 and 2011
                                                                                                                                                    • Brand Share—Multivitamins

                                                                                                                                                      • Key points
                                                                                                                                                        • Bayer’s sales grow with gummy-based products
                                                                                                                                                          • Centrum sales drop; introduces Specialist line
                                                                                                                                                            • Airborne reverses loss trend
                                                                                                                                                              • NBTY sales surge
                                                                                                                                                                • Figure 18: FDMx manufacturer sales of multivitamins, 2010 and 2011
                                                                                                                                                            • Brand Share—One- and two-letter vitamins

                                                                                                                                                              • Key points
                                                                                                                                                                • Manufacturer sales of one- and two-letter vitamins
                                                                                                                                                                  • Figure 19: FDMx manufacturer sales of one- and two-letter vitamins, 2010 and 2011
                                                                                                                                                              • Brand Share—Mineral Supplements

                                                                                                                                                                • Key points
                                                                                                                                                                  • Manufacturer sales of mineral supplements
                                                                                                                                                                    • Figure 20: FDMx manufacturer sales of mineral supplements, 2010 and 2011
                                                                                                                                                                • Brands Used and Purchase Attitudes

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Centrum used most, followed by One A Day
                                                                                                                                                                      • Figure 21: Brands of vitamin/mineral used, February 2010-March 2011
                                                                                                                                                                    • Seniors most likely to say store brands work as well as national brands
                                                                                                                                                                      • Figure 22: Purchase habits, by age, August 2011
                                                                                                                                                                    • Hispanic respondents place most emphasis on value
                                                                                                                                                                      • Figure 23: Purchase habits, by race/Hispanic origin, August 2011
                                                                                                                                                                    • Low household income impacts penetration and replacement cycles
                                                                                                                                                                      • Figure 24: Purchase habits, by household income, August 2011
                                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                                    • Low/no/reduced allergens, no additives/preservatives top product claims
                                                                                                                                                                      • Figure 25: Vitamin and mineral product claims and branding, as share of total launches, 2004-11
                                                                                                                                                                    • Natural products
                                                                                                                                                                      • Targeted care
                                                                                                                                                                        • Gender-specific formulations
                                                                                                                                                                          • Gummies raise their profile
                                                                                                                                                                          • Marketing Strategies

                                                                                                                                                                            • Overview of the brand landscape
                                                                                                                                                                              • Brand analysis: Nature Made
                                                                                                                                                                                • Figure 26: Brand analysis of Nature Made, 2011
                                                                                                                                                                              • Online initiatives
                                                                                                                                                                                • TV presence
                                                                                                                                                                                  • Figure 27: Nature Made TV ad, 2011
                                                                                                                                                                                • Print and other
                                                                                                                                                                                  • Brand analysis: Centrum
                                                                                                                                                                                    • Figure 28: Brand analysis of Centrum, 2011
                                                                                                                                                                                  • Online initiatives
                                                                                                                                                                                    • TV presence
                                                                                                                                                                                      • Figure 29: Centrum TV ad, 2011
                                                                                                                                                                                    • Brand analysis: One A Day
                                                                                                                                                                                      • Figure 30: Brand analysis of One A Day, 2011
                                                                                                                                                                                    • Online initiatives
                                                                                                                                                                                      • TV presence
                                                                                                                                                                                        • Figure 31: One A Day VitaCraves Gummies TV ad, 2011
                                                                                                                                                                                        • Figure 32: One A Day Women’s TV ad, 2011
                                                                                                                                                                                      • Brand analysis: Caltrate
                                                                                                                                                                                        • Figure 33: Brand analysis of Caltrate, 2011
                                                                                                                                                                                      • Online initiatives
                                                                                                                                                                                        • TV presence
                                                                                                                                                                                          • Figure 34: Caltrate TV ad, 2011
                                                                                                                                                                                      • Vitamin and Mineral Usage Overview

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Three quarters of respondents take vitamins (single and multi)
                                                                                                                                                                                            • Figure 35: Any vitamin/mineral usage, by gender, August 2011
                                                                                                                                                                                          • Seniors most likely to use vitamins and minerals
                                                                                                                                                                                            • Figure 36: Any vitamin/mineral usage, by age, August 2011
                                                                                                                                                                                          • Low household income means less vitamin/mineral usage
                                                                                                                                                                                            • Figure 37: Any vitamin/mineral usage, by household income, August 2011
                                                                                                                                                                                        • Types of Vitamin and Mineral Used

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Most respondents use pill form, but gummies are trending
                                                                                                                                                                                              • Figure 38: Vitamins and mineral usage—product form by product type, August 2011
                                                                                                                                                                                            • Men most likely to use multiple formula; women use more calcium and vitamin D
                                                                                                                                                                                              • Figure 39: Types of vitamin/mineral supplement used, by gender, February 2010-March 2011
                                                                                                                                                                                            • Seniors most likely to use fish oil, calcium, and vitamin D
                                                                                                                                                                                              • Figure 40: Types vitamins/mineral supplements used, by age, February 2010-March 2011
                                                                                                                                                                                            • Respondents with household income of $75K+ use multivitamins most
                                                                                                                                                                                              • Figure 41: Types vitamins/mineral supplements used, by household income, February 2010-March 2011
                                                                                                                                                                                          • Vitamin Usage: Single Vitamins

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • More than four in 10 use pill form single vitamins
                                                                                                                                                                                                • Figure 42: Single vitamins usage, by gender, August 2011
                                                                                                                                                                                              • Seniors most likely to use pill form single vitamins
                                                                                                                                                                                                • Figure 43: Single vitamins usage, by age, August 2011
                                                                                                                                                                                              • A majority take single vitamins daily; daily use increases with age
                                                                                                                                                                                                • Figure 44: Single vitamins frequency of use, by age, August 2011
                                                                                                                                                                                              • Whether pill or gummy, most take single vitamins daily
                                                                                                                                                                                                • Figure 45: Single vitamins frequency of use, by product form used, August 2011
                                                                                                                                                                                            • Vitamin Usage: Multivitamins

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • More than half use pill form multivitamins
                                                                                                                                                                                                  • Figure 46: Multivitamins usage, by gender, August 2011
                                                                                                                                                                                                • 55+ most likely to use pill form multivitamins
                                                                                                                                                                                                  • Figure 47: Multivitamins usage, by age, August 2011
                                                                                                                                                                                                • Daily usage of multivitamins increases with age
                                                                                                                                                                                                  • Figure 48: Multivitamins frequency of use, by age, August 2011
                                                                                                                                                                                                • Seven in 10 take pill form multivitamins daily; half use gummies daily
                                                                                                                                                                                                  • Figure 49: Multivitamins frequency of use, by product form used, August 2011
                                                                                                                                                                                              • Mineral Supplement Usage

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Close to four in 10 report taking pill form mineral supplements
                                                                                                                                                                                                    • Figure 50: Mineral supplements usage, by gender, August 2011
                                                                                                                                                                                                  • Use of pill form mineral supplements increases with age
                                                                                                                                                                                                    • Figure 51: Mineral supplements usage, by age, August 2011
                                                                                                                                                                                                  • Daily use of mineral supplement increases with age
                                                                                                                                                                                                    • Figure 52: Mineral supplements frequency of use, by age, August 2011
                                                                                                                                                                                                  • Most use tablet mineral supplements daily; a quarter use gummies daily
                                                                                                                                                                                                    • Figure 53: Mineral supplements frequency of use, by product form used, August 2011
                                                                                                                                                                                                • Reasons for Using

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Most use vitamins/minerals to boost health in general
                                                                                                                                                                                                        • Figure 54: Reasons for using vitamins and minerals, by age, August 2011
                                                                                                                                                                                                      • Low-income households most likely to use vitamins/minerals to help ward off illness
                                                                                                                                                                                                        • Figure 55: Reasons for using vitamins and minerals, by household income, August 2011
                                                                                                                                                                                                    • Vitamin and Mineral Usage Habits

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Vast majority agree that supplements provide easy, needed nutrients
                                                                                                                                                                                                            • Figure 56: Usage habits, by gender, August 2011
                                                                                                                                                                                                          • 18-44 most likely to forget to take supplements, worry about side effects
                                                                                                                                                                                                            • Figure 57: Usage habits, by age, August 2011
                                                                                                                                                                                                        • Product Selection

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Most turn to their doctor for advice about supplements
                                                                                                                                                                                                              • Figure 58: Vitamin/mineral product selection/advice, by gender, August 2011
                                                                                                                                                                                                            • Seniors most likely to trust doctors for supplement advice
                                                                                                                                                                                                              • Figure 59: Vitamin/mineral product selection/advice, by age, August 2011
                                                                                                                                                                                                            • $25K or less most likely to turn to pharmacists or friends/family
                                                                                                                                                                                                              • Figure 60: Vitamin/mineral product selection/advice, by household income, August 2011
                                                                                                                                                                                                          • Attitudes toward Vitamins and Preventive Medicine

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • More than six in 10 respondents agree that vitamins make a difference
                                                                                                                                                                                                                • Figure 61: Attitudes and opinions about health and medicine, by gender, February 2010-March 2011
                                                                                                                                                                                                              • 18-24 least likely to agree that vitamins make a difference
                                                                                                                                                                                                                • Figure 62: Attitudes and opinions about health and medicine, by age, February 2010-March 2011
                                                                                                                                                                                                            • Reasons for Not Using

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Four in 10 say they prefer to get nutrients from diet over supplements
                                                                                                                                                                                                                    • Figure 63: Reasons for not using vitamins and minerals, by age, August 2011
                                                                                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • White respondents most likely to take single vitamins daily
                                                                                                                                                                                                                      • Figure 64: Single vitamins frequency of use, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                    • White respondents also most likely to take mineral supplements daily
                                                                                                                                                                                                                      • Figure 65: Mineral supplements frequency of use, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                    • Black, Hispanic respondents cite price as a major obstacle
                                                                                                                                                                                                                      • Figure 66: Purchase habits, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                    • Hispanic and black respondents most likely to forget to take supplements, worry about side effects
                                                                                                                                                                                                                      • Figure 67: Usage habits, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                    • Blacks and Hispanics most likely to turn to pharmacists, friends/family for supplement advice
                                                                                                                                                                                                                      • Figure 68: Product selection/advice, by race/Hispanic origin, August 2011
                                                                                                                                                                                                                  • Custom Consumer Groups: Gender and Age

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Older women more likely than older men to take single and multivitamins
                                                                                                                                                                                                                            • Figure 69: Any vitamins usage, by gender and age, August 2011
                                                                                                                                                                                                                          • Women aged 55+ most likely to take mineral supplements daily
                                                                                                                                                                                                                            • Figure 70: Mineral supplements frequency of use, by gender and age, August 2011
                                                                                                                                                                                                                          • Older women most likely to turn to doctors for supplement guidance
                                                                                                                                                                                                                              • Figure 71: Product selection/advice, by gender and age, August 2011
                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                            • Vitamin and mineral purchase locations
                                                                                                                                                                                                                              • Figure 72: Purchase locations, by gender, August 2011
                                                                                                                                                                                                                            • Vitamin and mineral usage
                                                                                                                                                                                                                              • Figure 73: Any vitamin/mineral usage, by presence of children in household, August 2011
                                                                                                                                                                                                                            • Single vitamins
                                                                                                                                                                                                                              • Figure 74: Single vitamins frequency of use,[ by presence of children in household, August 2011
                                                                                                                                                                                                                            • Multivitamins
                                                                                                                                                                                                                              • Figure 75: Multivitamins frequency of use, by presence of children in household, August 2011
                                                                                                                                                                                                                            • Mineral supplements
                                                                                                                                                                                                                              • Figure 76: Mineral supplements frequency of use, by presence of children in household, August 2011
                                                                                                                                                                                                                            • Vitamin and mineral usage habits
                                                                                                                                                                                                                              • Figure 77: Usage habits, by household income, August 2011
                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • American Botanical Council (ABC)
                                                                                                                                                                                                                            • American Dietetic Association (ADA)
                                                                                                                                                                                                                            • American Herbal Products Association
                                                                                                                                                                                                                            • American Nutraceutical Association (ANA)
                                                                                                                                                                                                                            • Bayer AG
                                                                                                                                                                                                                            • Bayer Corporation
                                                                                                                                                                                                                            • Carlyle Group (The)
                                                                                                                                                                                                                            • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                            • GlaxoSmithKline (USA)
                                                                                                                                                                                                                            • GNC Corporation
                                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                                            • National Nutritional Foods Association
                                                                                                                                                                                                                            • Natrol, Inc.
                                                                                                                                                                                                                            • Natural Products Association
                                                                                                                                                                                                                            • Novartis AG
                                                                                                                                                                                                                            • Organic Trade Association
                                                                                                                                                                                                                            • Pfizer Consumer Health Care Group (US)
                                                                                                                                                                                                                            • Pharmavite LLC
                                                                                                                                                                                                                            • Schiff Nutrition International, Inc.

                                                                                                                                                                                                                            Vitamins and Minerals - US - December 2011

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