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Vitamins and Minerals - US - September 2009

The US vitamins and minerals market is driven primarily by the graying of America and the substantial population growth of women, two groups that report high penetration for these products. Dynamic growth among the Hispanic population also holds significant potential for marketing opportunities, although this group reports much less usage of vitamins and minerals than other ethnicities (but wields considerable buying power and motivation to stay healthy—as one-third lack health insurance). This report features in-depth analysis of these factors, as well as close examination of the following:

  • Consumer demand for products that address specific age and gender-related conditions, and specific health/wellness goals, such as heart health, joint health, energy and more
  • The effect of the ongoing US recession in motivating consumers to use vitamins/minerals to stay healthy and avoid sick days
  • The potential for severe cold/flu seasons to drive sales, specifically the H1N1 virus
  • The impact of false advertising allegations and continually emerging new information about vitamins and minerals that cause skepticism and confusion among users
  • How competing adult nutrition products threaten to siphon sales away from the market
  • The role of retailers such as natural/health food/specialty stores and pharmacies in attracting customers seeking expert advice, and the shift of products towards mass channels as retailers appeal to recession-conscious users

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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

                      • Market growth driven by a range of factors
                        • Mineral supplements top FDMx segments
                          • NHF/specialty stores lead retail market; mass increases sales
                            • Expanding older, female populations directly drive sales; Hispanics represent potential
                              • U.S. Nutrition leads FDMx sales, Pharmavite follows; private label comprises substantial share
                                • Advertising and promotion
                                  • Vitamin and mineral usage
                                    • Reasons for vitamin use
                                      • Attitudes and sources of advice
                                        • The next generation
                                          • Race and Hispanic origin
                                          • Insights and Opportunities

                                            • Demographic appeals
                                              • Playing to the needs of the graying America
                                                • A woman’s world
                                                  • Brain boosters
                                                    • Safety/security measures
                                                      • Health scares
                                                        • Verification
                                                        • Inspire Insights

                                                            • Trend: Customization
                                                              • What it’s about
                                                                • Make your own Multi-Pak
                                                                  • Trend: Familiarity through Food
                                                                    • What it’s about
                                                                      • Clarifying the link
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Market growth driven by expanding demographics
                                                                            • Cold/flu season may spur sales
                                                                              • Sales and forecast of vitamins and mineral supplements
                                                                                • Figure 1: Total U.S. retail sales of vitamins and minerals, at current prices, 2004-14
                                                                                • Figure 2: Total U.S. retail sales of vitamins and minerals, at inflation-adjusted prices, 2004-14
                                                                              • Walmart sales
                                                                              • Competitive Context

                                                                                • U.S. recession a double-edged sword for vitamin/mineral spending
                                                                                    • Figure 3: Types of vitamins/minerals/supplements/food & drink products used, by household income, June 2009
                                                                                  • Functional foods/drinks compete with vitamin/mineral capsules/tablets/liquids
                                                                                    • Fortified foods
                                                                                      • Fortified drinks
                                                                                        • Probiotics
                                                                                          • Emerging data counters marketing claims
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Mineral supplements best-sellers; consumers seek out economical ways to stay healthy
                                                                                                • Vitamins and minerals shift somewhat to mass market
                                                                                                  • Sales of vitamins and minerals, by segment
                                                                                                    • Figure 4: Total sales of vitamins and minerals, segmented by type, 2008-09
                                                                                                    • Figure 5: FDMx sales of vitamins and minerals, segmented by type, rolling 52-weeks ending June 2008-09
                                                                                                • Segment Performance—Vitamins

                                                                                                  • Key points
                                                                                                    • Multivitamin FDMx sales slow as new data contest efficacy
                                                                                                      • 1 and 2 letter vitamins increase through FDMx, vitamin D back in vogue
                                                                                                        • Liquid vitamins/minerals surge at FDMx
                                                                                                          • Sales and forecast of vitamins
                                                                                                            • Figure 6: Sales and forecast of vitamins, 2004-14
                                                                                                            • Figure 7: FDMx sales of vitamins, by type, 2004-08
                                                                                                        • Segment Performance—Mineral Supplements

                                                                                                          • Key points
                                                                                                            • Mineral supplements post steady growth, future growth challenged
                                                                                                              • Sales and forecast of mineral supplements
                                                                                                                • Figure 8: Sales and forecast of mineral supplements, 2004-14
                                                                                                                • Figure 9: FDMx U.S. sales of mineral supplements, 2004-08
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Natural/health food stores still dominate total market
                                                                                                                  • Mass channels exhibit strong growth as emphasis shifts to FDMx stores
                                                                                                                    • Multilevel marketers grow sales, lose share slightly; online shows strong potential
                                                                                                                      • Sales of vitamins and minerals, by channel
                                                                                                                        • Figure 10: U.S. retail sales of vitamins and minerals, by channel, 2008-09
                                                                                                                        • Figure 11: Retailers used for purchases of vitamins/mineral supplements, June 2009
                                                                                                                    • Retail Channels—Natural, Health Food, Supplement and Specialty Retail

                                                                                                                      • Key points
                                                                                                                        • NHF sells based on reputation, expertise
                                                                                                                          • NHF sales of vitamins and minerals
                                                                                                                            • Figure 12: U.S. NHF sales of vitamins and minerals, at current prices, 2004-09
                                                                                                                        • A Closer Look at the Natural Channel Marketplace

                                                                                                                            • Sales of vitamins and minerals in the natural channel
                                                                                                                              • Figure 13: Natural product supermarket retail sales of vitamins and minerals, at current prices, 2007-09
                                                                                                                              • Figure 14: Natural product supermarket retail sales of vitamins and minerals, at inflation-adjusted prices, 2007-09
                                                                                                                            • Natural channel sales by segment
                                                                                                                              • Figure 15: Natural product supermarket retail sales of vitamins and minerals, by segment, 2007-09
                                                                                                                            • A closer look at multivitamins: natural channel sales by target market
                                                                                                                              • Figure 16: Natural product supermarket retail sales of vitamins and minerals, by target market, 2007-09
                                                                                                                            • Brand share in the natural marketplace
                                                                                                                              • Figure 17: Manufacturer brand natural supermarket sales of vitamins and minerals, 2007 and 2009
                                                                                                                          • Retail Channels—Mass Market: Conventional Food, Drug, Mass Merchandisers, Club and Convenience Stores

                                                                                                                            • Key points
                                                                                                                              • Shift to mass channels helps FDM supplement sales thrive
                                                                                                                                • Food stores
                                                                                                                                  • Drug stores
                                                                                                                                    • Mass merchandisers
                                                                                                                                      • Conventional food, drug, mass merchandisers, club and convenience store sales of vitamins and minerals
                                                                                                                                        • Figure 18: U.S. conventional food, drug, mass merchandisers, club and convenience store sales of vitamins and minerals, at current prices, 2004-09
                                                                                                                                    • Retail Channels—Multilevel Marketing

                                                                                                                                      • Key points
                                                                                                                                        • Direct sellers experience modest growth
                                                                                                                                          • MLM sales of vitamins and minerals
                                                                                                                                            • Figure 19: U.S. multilevel marketing sales of vitamins and minerals, at current prices, 2004-09
                                                                                                                                        • Retail Channels—Mail Order

                                                                                                                                          • Key points
                                                                                                                                            • Mail order sales maintain even growth over 2008-09
                                                                                                                                              • Mail order sales of vitamins and minerals
                                                                                                                                                • Figure 20: U.S. Mail order sales of vitamins and minerals, at current prices, 2004-09
                                                                                                                                            • Retail Channels—Practitioners

                                                                                                                                              • Key point
                                                                                                                                                • Practitioners also exhibit steady year-over-year growth
                                                                                                                                                  • Practitioner sales of vitamins and minerals
                                                                                                                                                    • Figure 21: U.S. practitioner sales of vitamins and minerals, at current prices, 2004-09
                                                                                                                                                • Retail Channels—Internet

                                                                                                                                                  • Key points
                                                                                                                                                    • Web retailers grow more than any other channel
                                                                                                                                                      • Internet sales of vitamins and minerals
                                                                                                                                                        • Figure 22: U.S. internet sales of vitamins and minerals, at current prices, 2004-09
                                                                                                                                                    • Market Drivers

                                                                                                                                                      • Graying of America calls for more vitamin/mineral use
                                                                                                                                                          • Figure 23: Usage of vitamins/mineral tablets/capsule/liquids, by age, February 2008-March 2009
                                                                                                                                                          • Figure 24: Types of vitamins/minerals/supplements/food & drink products used, by age, June 2009
                                                                                                                                                          • Figure 25: Frequency of vitamin, mineral, and supplement intake, by age, June 2009
                                                                                                                                                          • Figure 26: Population by age, 2004-14
                                                                                                                                                        • Female population growth will positively impact sales
                                                                                                                                                            • Figure 27: Usage of vitamins/mineral tablets/capsule/liquids, by gender and female by age, February 2008-March 2009
                                                                                                                                                            • Figure 28: Types of vitamins/minerals/supplements/food & drink products used, by gender, June 2009
                                                                                                                                                            • Figure 29: Population of women by age, 2004-14
                                                                                                                                                          • Growing Hispanic population and discretionary income represents possibility for vitamins/minerals
                                                                                                                                                            • Figure 30: Usage of vitamins/mineral tablets/capsule/liquids, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                            • Figure 31: Types of vitamins/minerals/supplements/food & drink products used, by race/Hispanic origin, June 2009
                                                                                                                                                            • Figure 32: Population by race and Hispanic origin, 2004-14
                                                                                                                                                          • Low health insurance rates among Hispanics could be a marketing opportunity
                                                                                                                                                          • Leading Companies

                                                                                                                                                              • Key points
                                                                                                                                                                • All major FDMx manufacturers grow sales
                                                                                                                                                                  • Private label sales grow as household budgets tighten
                                                                                                                                                                    • Manufacturer FDMx sales of vitamins and minerals
                                                                                                                                                                      • Figure 33: Manufacturer FDMx sales of vitamins and minerals in the U.S., 2008 and 2009
                                                                                                                                                                  • Brand Share—Mineral Supplements

                                                                                                                                                                    • Key points
                                                                                                                                                                      • U.S. Nutrition gains with Sundown Naturals, Nature’s Bounty
                                                                                                                                                                        • Pharmavite grows with Nature Made; Wyeth banks on calcium
                                                                                                                                                                          • Schiff, private label post strong growth
                                                                                                                                                                            • Manufacturer and brand sales of mineral supplements
                                                                                                                                                                              • Figure 34: Selected FDMx brand sales and market share of mineral supplements in the U.S., 2008 and 2009
                                                                                                                                                                          • Brand Share—Multivitamins

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Wyeth, Bayer lead with goal and gender-specific products
                                                                                                                                                                                • Manufacturer and brand sales of multivitamins
                                                                                                                                                                                  • Figure 35: Selected FDMx brand sales and market share of multivitamins in the U.S., 2008 and 2009
                                                                                                                                                                              • Brand Share—1 and 2 Letter Vitamins

                                                                                                                                                                                • Key point
                                                                                                                                                                                  • Resurgence of specific lettered vitamins aids Pharmavite and U.S. Nutrition growth
                                                                                                                                                                                    • Manufacturer and brand sales of 1 and 2 letter vitamins
                                                                                                                                                                                      • Figure 36: Selected FDMx brand sales and market share of 1 and 2 letter vitamins in the U.S., 2008 and 2009
                                                                                                                                                                                  • Brand Share—Liquid Vitamins and Minerals

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Emergen-C gains following vitamin C resurgence
                                                                                                                                                                                        • Elations reformulates, relaunches under new owner
                                                                                                                                                                                          • Manufacturer and brand sales of liquid vitamins and minerals
                                                                                                                                                                                            • Figure 37: Selected FDMx brand sales and market share of liquid vitamins and minerals in the U.S., 2008 and 2009*
                                                                                                                                                                                        • Brand Qualities

                                                                                                                                                                                            • Wyeth
                                                                                                                                                                                              • Gender-specific products
                                                                                                                                                                                                • Goal-oriented products
                                                                                                                                                                                                  • Children’s offerings
                                                                                                                                                                                                    • Bayer
                                                                                                                                                                                                      • Reaching out with gender, age-specific products
                                                                                                                                                                                                        • Goals key too
                                                                                                                                                                                                          • Cartoons boost strength of Bayer in children’s market
                                                                                                                                                                                                            • U.S. Nutrition
                                                                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                                                                              • Goal-specific and women’s products are among top trends
                                                                                                                                                                                                                • Figure 38: Top 10 claims in new vitamin and dietary supplement launches, 2003-08
                                                                                                                                                                                                              • Most new products are launches, fewer brand extensions
                                                                                                                                                                                                                • Figure 39: Vitamin and dietary supplement launches, January-July 27, 2009
                                                                                                                                                                                                              • Condition/dietary need/goal/gender-specific products
                                                                                                                                                                                                              • Advertising and Promotion

                                                                                                                                                                                                                • Advertising focuses on condition-specific claims
                                                                                                                                                                                                                  • Vitamin advertising claims come under fire
                                                                                                                                                                                                                    • Pharmavite Corp.
                                                                                                                                                                                                                      • Figure 40: Pharmavite nature Made television ad, 2009
                                                                                                                                                                                                                      • Figure 41: Pharmavite nature Made Liquid Softgel television ad, 2009
                                                                                                                                                                                                                    • Wyeth
                                                                                                                                                                                                                      • Figure 42: Wyeth Centrum Cardio television ad, 2008
                                                                                                                                                                                                                      • Figure 43: Wyeth Centrum Silver Ultra Men’s television ad, 2009
                                                                                                                                                                                                                    • Bayer
                                                                                                                                                                                                                      • Figure 44: Bayer One A Day Men’s Formula television ad, 2009
                                                                                                                                                                                                                      • Figure 45: Bayer One A Day Women’s 50 Plus Advantage television ad, 2009
                                                                                                                                                                                                                  • Types and Brands of Vitamins Used

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Intake of vitamin/mineral types remains stable between 2006 and 2009
                                                                                                                                                                                                                        • Figure 46: Types of vitamins/mineral tablets/capsule/liquids used, 2006-09
                                                                                                                                                                                                                      • Brands used
                                                                                                                                                                                                                        • Figure 47: Brands of vitamins/mineral tablets/capsule/liquids used, by gender and age, February 2008-March 2009
                                                                                                                                                                                                                    • Reasons for Vitamin Use

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Most take vitamins/minerals/supplements to aid a healthy diet
                                                                                                                                                                                                                          • Figure 48: Primary reasons for taking vitamins/minerals/supplements, by gender and age, June 2009
                                                                                                                                                                                                                          • Figure 49: Primary reasons for taking vitamins/minerals/supplements, by household income, June 2009
                                                                                                                                                                                                                        • General health key to vitamin consumption, specific illnesses less so
                                                                                                                                                                                                                          • The role of vitamins in energy, brain health and weight loss
                                                                                                                                                                                                                            • Reasons for taking supplements
                                                                                                                                                                                                                              • Figure 50: Further reasons for taking vitamins/mineral supplements, by gender and age, June 2009
                                                                                                                                                                                                                          • Attitudes and Sources of Advice

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Attitudes towards vitamins and mineral supplements
                                                                                                                                                                                                                                  • Figure 51: Attitudes about taking vitamins/mineral supplements, by gender and age, June 2009
                                                                                                                                                                                                                                • Sources of advice about taking vitamins
                                                                                                                                                                                                                                  • Figure 52: Sources of advice about taking vitamins/mineral supplements, by gender and age, June 2009
                                                                                                                                                                                                                              • The Next Generation

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Most say kids take vitamins or minerals regularly
                                                                                                                                                                                                                                      • Figure 53: Frequency of vitamin, mineral, and supplement intake among children, by household income, June 2009
                                                                                                                                                                                                                                    • Most say kids take vitamins/minerals to supplement healthy diet
                                                                                                                                                                                                                                      • Figure 54: Reasons HH children take vitamins/minerals/supplements, by parent age, June 2009
                                                                                                                                                                                                                                    • Purchases and concerns about vitamins/minerals for kids
                                                                                                                                                                                                                                      • Figure 55: Purchases and concerns about vitamins and minerals for HH children, by parent age, June 2009
                                                                                                                                                                                                                                    • Sources of advice about vitamins and minerals for children
                                                                                                                                                                                                                                      • Figure 56: Sources of advice about vitamins and minerals for HH children, parent gender and age, June 2009
                                                                                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Vitamin usage higher among white respondents, competing food/drinks show promise with black and Hispanic respondents
                                                                                                                                                                                                                                        • Figure 57: Types of vitamins/minerals/supplements/food & drink products used, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                                      • Among users, whites take vitamins/minerals regularly more than other ethnicities
                                                                                                                                                                                                                                        • Figure 58: Frequency of vitamin, mineral, and supplement intake, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                                      • Black respondents more likely to use vitamins for energy, weight control
                                                                                                                                                                                                                                        • Figure 59: Further reasons for taking vitamins/mineral supplements, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                                      • Blacks report more confusion/concern about supplements
                                                                                                                                                                                                                                        • Figure 60: Attitudes and source of advice about taking vitamins/mineral supplements, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                                        • Generalists
                                                                                                                                                                                                                                          • Functionalists
                                                                                                                                                                                                                                            • Varietals
                                                                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                                                                • Figure 61: Vitamin clusters, June 2009
                                                                                                                                                                                                                                                • Figure 62: Types of vitamins taken, by vitamin clusters, June 2009
                                                                                                                                                                                                                                                • Figure 63: Frequency of vitamin, mineral, and supplement intake, by vitamin clusters, June 2009
                                                                                                                                                                                                                                                • Figure 64: Retailers used for purchases of vitamins/mineral supplements, by vitamin clusters, June 2009
                                                                                                                                                                                                                                                • Figure 65: Further reasons for taking vitamins/mineral supplements, by vitamin clusters, June 2009
                                                                                                                                                                                                                                                • Figure 66: Attitudes and source of advice about taking vitamins/mineral supplements, by vitamin clusters, June 2009
                                                                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                                                                • Figure 67: Vitamin clusters, by gender, June 2009
                                                                                                                                                                                                                                                • Figure 68: Vitamin clusters, by age, June 2009
                                                                                                                                                                                                                                                • Figure 69: Vitamin clusters, by HH income, June 2009
                                                                                                                                                                                                                                                • Figure 70: Vitamin clusters, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Those without children more likely to take vitamins
                                                                                                                                                                                                                                                      • Figure 71: Types of vitamins/minerals/supplements/food & drink products used, by gender and presence of children in household, June 2009
                                                                                                                                                                                                                                                      • Figure 72: Frequency of vitamin, mineral, and supplement intake, by gender and presence of children in household, June 2009
                                                                                                                                                                                                                                                    • Energy boost key to moms and dads
                                                                                                                                                                                                                                                        • Figure 73: Further reasons for taking vitamins/mineral supplements, by gender and presence of children in household, June 2009
                                                                                                                                                                                                                                                    • IRI/Builders Panel Data

                                                                                                                                                                                                                                                        • Consumer insights overview
                                                                                                                                                                                                                                                          • Mineral supplements
                                                                                                                                                                                                                                                            • Multivitamins
                                                                                                                                                                                                                                                              • 1 & 2 letter vitamins
                                                                                                                                                                                                                                                                • Mineral supplements
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                    • Figure 74: Brand map, selected brands of mineral supplements, buying rate, by household penetration, 2008
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 75: Key purchase measures for the top brands of mineral supplements, by household penetration, 2008
                                                                                                                                                                                                                                                                    • Multivitamins
                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                        • Figure 76: Brand map, selected brands of multivitamins, buying rate, by household penetration, 2008
                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                          • Figure 77: Key purchase measures for the top brands of multivitamins, by household penetration, 2008
                                                                                                                                                                                                                                                                        • 1 & 2 letter vitamins
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 78: Brand map, selected brands of 1 & 2 letter vitamins, buying rate, by household penetration, 2008
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 79: Key purchase measures for the top brands of 1 & 2 letter vitamins, by household penetration, 2008
                                                                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                            • Vitamin and mineral usage
                                                                                                                                                                                                                                                                              • Figure 80: Frequency of vitamin, mineral, and supplement intake, by household income, June 2009
                                                                                                                                                                                                                                                                            • Types of vitamins used
                                                                                                                                                                                                                                                                                • Figure 81: Types of vitamins/mineral tablets/capsule/liquids used, by gender and age, February 2008-March 2009
                                                                                                                                                                                                                                                                                • Figure 82: Types of vitamins/mineral tablets/capsule/liquids used, by household income, February 2008-March 2009
                                                                                                                                                                                                                                                                              • Attitudes and advice
                                                                                                                                                                                                                                                                                  • Figure 83: Attitudes about taking vitamins/mineral supplements, by household income, June 2009
                                                                                                                                                                                                                                                                                • The next generation
                                                                                                                                                                                                                                                                                  • Figure 84: Purchases and concerns about vitamins and minerals for HH children, by household income, June 2009
                                                                                                                                                                                                                                                                                • Usage frequency
                                                                                                                                                                                                                                                                                  • Figure 85: Usage frequency of vitamins/mineral tablets/capsule/liquids used, February 2008-March 2009
                                                                                                                                                                                                                                                                              • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                  • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                    • American Academy of Family Physicians (AAFP)
                                                                                                                                                                                                                                                                                    • American Botanical Council (ABC)
                                                                                                                                                                                                                                                                                    • American Cancer Society (ACS)
                                                                                                                                                                                                                                                                                    • American Dietetic Association (ADA)
                                                                                                                                                                                                                                                                                    • American Heart Association, Inc.
                                                                                                                                                                                                                                                                                    • American Herbal Products Association
                                                                                                                                                                                                                                                                                    • American Nutraceutical Association (ANA)
                                                                                                                                                                                                                                                                                    • Bausch & Lomb Inc.
                                                                                                                                                                                                                                                                                    • Bayer Corporation
                                                                                                                                                                                                                                                                                    • Bristol-Myers Squibb Company
                                                                                                                                                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                                    • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                                                                                                                                    • Federal Trade Commission
                                                                                                                                                                                                                                                                                    • Garden of Life, Inc.
                                                                                                                                                                                                                                                                                    • Greenfield Online
                                                                                                                                                                                                                                                                                    • Kashi Co. Inc.
                                                                                                                                                                                                                                                                                    • Kellogg Company
                                                                                                                                                                                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                    • Major League Baseball
                                                                                                                                                                                                                                                                                    • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                                                    • National Cancer Institute (NCI)
                                                                                                                                                                                                                                                                                    • National Institutes of Health
                                                                                                                                                                                                                                                                                    • National Nutritional Foods Association
                                                                                                                                                                                                                                                                                    • Natural Products Association
                                                                                                                                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                                                                                                                                    • Nutraceutical Corporation
                                                                                                                                                                                                                                                                                    • Organic Trade Association
                                                                                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                                                                                    • Schiff Nutrition International, Inc.
                                                                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                    • World Health Organization
                                                                                                                                                                                                                                                                                    • Wyeth

                                                                                                                                                                                                                                                                                    Vitamins and Minerals - US - September 2009

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