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Vitamins, Minerals and Supplements - US - December 2013

“While vitamin sales are robust, there are a few factors that could contribute to a decline in the category. As consumers continue to eat a healthier diet, the need for a separate supplement could be eliminated. Additionally, negative press about the quality and necessity of vitamins could erode usage and thus sales in the future.”

– Emily Krol, Health and Wellness Analyst

This report looks at the following areas:

  • Consumers continue to eat healthier diets, which could impact the need for vitamins, minerals, and supplements
  • Negative press about the effects of vitamins could erode future usage
  • Vitamins are commodities, in that all products are essentially the same. How can one brand stand out over another?

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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • The market
                      • Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2008-18
                    • Segment performance
                      • Figure 2: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2011 and 2013
                    • Key players
                      • Retail channels
                        • Figure 3: Purchase location for vitamins, minerals, and supplements, September 2013
                      • The consumer
                        • Usage of vitamins, minerals, and supplements
                          • Figure 4: Usage of vitamins, minerals, and supplements, September 2013
                        • Reasons for using
                          • Reasons for not using
                            • Figure 5: Reasons for not taking vitamins, minerals, or supplements, by gender, September 2013
                          • Attitudes toward usage
                            • Figure 6: Attitudes toward vitamins, minerals, and supplements, September 2013
                          • What we think
                          • Issues and Insights

                              • Consumers continue to eat healthier diets, which could impact the need for vitamins, minerals, and supplements
                                • The issues
                                  • The implications
                                    • Negative press about the effects of vitamins could erode future usage
                                      • The issues
                                        • The implications
                                          • Vitamins are commodities, in that all products are essentially the same. How can one brand stand out over another?
                                            • The issues
                                              • The implications
                                              • Trend Applications

                                                  • Trend: Prepare for the Worst
                                                    • Trend: Play Ethic
                                                      • Mintel Futures: Brand Intervention
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Healthy growth in vitamins, minerals, and supplements market
                                                            • Sales and forecast of vitamins, minerals, and supplements
                                                              • Figure 7: Total US sales and forecast of vitamins, minerals, and supplements, at current prices, 2008-18
                                                              • Figure 8: Total US sales and forecast of vitamins, minerals, and supplements, at inflation-adjusted prices, 2008-18
                                                            • Fan chart forecast
                                                                • Figure 9: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2008-18
                                                            • Market Drivers

                                                              • Key points
                                                                • Women primary vitamin consumers
                                                                  • Figure 10: Male and female population, 2008-18
                                                                • Increased sales of vitamins fueled by aging population
                                                                  • Figure 11: Regular use of vitamins, minerals, and supplements, by age, September 2013
                                                                  • Figure 12: Frequency taken vitamins/minerals, by age, May 2012-June 2013
                                                                • Diverse population requires customized products
                                                                  • Figure 13: Usage of vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
                                                                • Increasing healthcare costs affect all purchases
                                                                    • Figure 14: Usage of vitamins, minerals, and supplements, by household income, September 2013
                                                                  • Vitamins trends
                                                                    • Figure 15: Types of vitamins and minerals used most often, April 2007-June 2013
                                                                • Competitive Context

                                                                    • Naturally occurring vitamins
                                                                      • Vitamin enhancements/fortified foods and drinks
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Sales of vitamins, supplements up, at the expense of minerals
                                                                            • Sales of vitamins, minerals, and supplements, by segment
                                                                              • Figure 16: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2011 and 2013
                                                                          • Segment Performance – Supplements

                                                                            • Key points
                                                                              • Increased usage of supplements drives category growth
                                                                                • A concern for safety could hinder future growth
                                                                                  • Sales and forecast of supplements
                                                                                    • Figure 17: Total US sales and forecast of herbal supplements, at current prices, 2008-18
                                                                                • Segment Performance – Vitamins

                                                                                  • Key points
                                                                                    • Sales of vitamins are healthy
                                                                                      • Sales and forecast of vitamins
                                                                                        • Figure 18: Total US sales and forecast of vitamins, at current prices, 2008-18
                                                                                    • Segment Performance – Minerals

                                                                                      • Key points
                                                                                        • Minerals suffer from limited usage
                                                                                          • Sales and forecast of minerals
                                                                                            • Figure 19: Total US sales and forecast of minerals, at current prices, 2008-18
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Other channels dominate market
                                                                                              • Drug stores have room to grow
                                                                                                • Sales at supermarkets growing
                                                                                                  • Sales of vitamins, minerals, and supplements, by retail channel
                                                                                                    • Figure 20: US sales of vitamins, minerals, and supplements, at current prices, by retail channel, 2008-13
                                                                                                  • Purchase locations by type
                                                                                                    • Figure 21: Purchase location for vitamins, minerals, and supplements, by gender and age, September 2013
                                                                                                  • Spotlight on natural channels
                                                                                                    • Figure 22: Natural supermarket sales of vitamins, at current prices, 2011-13
                                                                                                    • Figure 23: Natural supermarket sales of vitamins at inflation-adjusted prices, 2011-13
                                                                                                  • Natural channel sales of vitamins by segment
                                                                                                    • Figure 24: Natural supermarket sales of vitamins, by segment, 2011 and 2013
                                                                                                  • Multivitamins losing share to individual products
                                                                                                    • Figure 25: Natural supermarket sales of vitamins, by product type, 2011 and 2013
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Acquisitions shake up competition in the market
                                                                                                      • Competitive market for vitamins, minerals, supplements
                                                                                                        • Manufacturer sales of vitamins, minerals, and supplements
                                                                                                          • Figure 26: MULO sales of vitamins, minerals, and supplements, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                          • Figure 27: Brands of vitamins and minerals used most often, April 2007-June 2013
                                                                                                      • Brand Share – Supplements

                                                                                                        • Key points
                                                                                                          • Fragmented supplements market
                                                                                                            • Manufacturer sales of supplements
                                                                                                              • Figure 28: MULO sales of supplements, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                          • Brand Share – Vitamins

                                                                                                            • Key points
                                                                                                              • Fruity chews reinvigorates vitamin segment
                                                                                                                • Manufacturer sales of vitamins
                                                                                                                  • Figure 29: MULO sales of vitamins, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Brand Share – Minerals

                                                                                                                • Key points
                                                                                                                  • Minerals struggle to keep up
                                                                                                                    • Manufacturer sales of minerals
                                                                                                                      • Figure 30: MULO sales of minerals, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                  • Innovations and Innovators

                                                                                                                    • Innovation in vitamins/supplements slows
                                                                                                                      • Figure 31: Vitamins and dietary supplement product introductions and share of branded/private label launches, 2007-13
                                                                                                                    • Claims
                                                                                                                      • Figure 32: Vitamins and dietary products launched, by top 10 claims, 2007-13
                                                                                                                    • Beauty from within
                                                                                                                      • Figure 33: Vitamins and dietary products launched, by appearance claims, 2007-13
                                                                                                                    • Formats
                                                                                                                      • Figure 34: Vitamins and dietary supplements product introductions by format, 2007-13
                                                                                                                  • Marketing Strategies

                                                                                                                    • Overview of the brand landscape
                                                                                                                      • Theme: Celebrity endorsement
                                                                                                                        • Figure 35: Swisse—Nicole Kidman Ultivites commercial, 2013
                                                                                                                        • Figure 36: Bayer TruBiotics 5K commercial, 2013
                                                                                                                      • Theme: Aligning with a charity
                                                                                                                        • Figure 37: One A Day Women’s online promotion, 2013
                                                                                                                      • Theme: Using social media
                                                                                                                        • Figure 38: Schiff MegaRed promotion, 2013
                                                                                                                      • Theme: Promoting taste
                                                                                                                        • Figure 39: Vitafusion print advertisement, 2013
                                                                                                                        • Figure 40: Vitafusion video ad, 2013
                                                                                                                        • Figure 41: Flavor burst print advertisement, 2013
                                                                                                                        • Figure 42: Nature Made VitaMelts commercial, 2013
                                                                                                                      • Theme: Doctor recommended
                                                                                                                        • Figure 43: Nature Made print advertisement, 2013
                                                                                                                    • Vitamin, Mineral, and Supplement Usage

                                                                                                                      • Key points
                                                                                                                        • Majority use vitamins
                                                                                                                          • Figure 44: Usage of vitamins, minerals, and supplements, September 2013
                                                                                                                        • Usage over indexes with women
                                                                                                                          • Seek to increase usage with younger consumers
                                                                                                                            • Figure 45: Usage of vitamins, minerals, and supplements, by gender and age, September 2013
                                                                                                                          • Usage overlap
                                                                                                                            • Figure 46: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013
                                                                                                                          • Vitamin users are healthier
                                                                                                                            • Figure 47: Attitudes/opinions about diet and health – agree summary, by vitamin users
                                                                                                                        • Reasons for Taking Vitamins

                                                                                                                          • Key points
                                                                                                                            • Boosting general health main reason for taking vitamins
                                                                                                                              • Site-specific reasons
                                                                                                                                • Appealing to younger users
                                                                                                                                  • Figure 48: Reasons for taking vitamins, minerals, or supplements, September 2013
                                                                                                                                • Lower household incomes take products as prevention
                                                                                                                                  • Figure 49: Reasons for taking vitamins, minerals, or supplements, by household income, September 2013
                                                                                                                                • Purchase location depends on reason for taking
                                                                                                                                  • Figure 50: Reasons for taking vitamins, minerals, or supplements, by purchase location, September 2013
                                                                                                                              • Reasons for Not Using Vitamins, Minerals, and Supplements

                                                                                                                                • Key points
                                                                                                                                  • Vitamins not needed
                                                                                                                                    • Figure 51: Reasons for not taking vitamins, minerals, or supplements, by gender, September 2013
                                                                                                                                  • Convince nonusers products are worth investment
                                                                                                                                    • Figure 52: Reasons for not taking vitamins, minerals, or supplements, by household income, September 2013
                                                                                                                                  • Limited number of skeptics
                                                                                                                                    • Figure 53: Attitudes toward vitamins, minerals, and supplements (skeptics/confused), September 2013
                                                                                                                                • Product Format

                                                                                                                                  • Key points
                                                                                                                                    • Usage of traditional formats is high
                                                                                                                                      • Figure 54: Benefiber fiber supplement
                                                                                                                                      • Figure 55: Usage of and interest in vitamin, mineral, and supplement formats, September 2013
                                                                                                                                    • Meeting specific consumer wants
                                                                                                                                      • Figure 56: Interest in trying vitamins, minerals, and supplements, by age, September 2013
                                                                                                                                  • Attitudes toward Vitamins

                                                                                                                                    • Key points
                                                                                                                                      • Most agree products part of healthy lifestyle
                                                                                                                                        • Figure 57: Attitudes toward vitamins, minerals, and supplements (Health conscious), September 2013
                                                                                                                                      • Boosting appearance important to women
                                                                                                                                        • Figure 58: Attitudes toward vitamins, minerals, and supplements (appearance driven), September 2013
                                                                                                                                      • Anything goes
                                                                                                                                        • Figure 59: Attitudes toward vitamins, minerals, and supplements (anything goes), September 2013
                                                                                                                                      • Older consumers more likely to believe in vitamins
                                                                                                                                        • Figure 60: Agreement with attitudes toward vitamins, minerals, and supplements, by gender and age, September 2013
                                                                                                                                        • Figure 61: Attitudes and opinions about health and medicine, by gender and age, May 2012-June 2013
                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                      • Key points
                                                                                                                                        • Usage lower among multicultural groups
                                                                                                                                          • Reasons for taking vitamins, minerals, and supplements
                                                                                                                                            • Figure 62: Reasons for taking vitamins, minerals, or supplements, by race/Hispanic origin, September 2013
                                                                                                                                          • Attitudes toward vitamins
                                                                                                                                            • Figure 63: Agreement with attitudes toward vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
                                                                                                                                            • Figure 64: Attitudes and Opinions about Diet and Health, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                        • Consumer Segmentation

                                                                                                                                            • Figure 65: Target clusters, September 2013
                                                                                                                                          • Group one: Skeptics
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunities
                                                                                                                                                  • Group two: True Believers
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunities
                                                                                                                                                          • Group three: Just Give Me the Basics
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunities
                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                    • Figure 66: Usage of vitamins, minerals, and supplements, by target clusters, September 2013
                                                                                                                                                                    • Figure 67: Reasons for taking vitamins, minerals, or supplements, by target clusters, September 2013
                                                                                                                                                                    • Figure 68: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
                                                                                                                                                                    • Figure 69: Purchase location for vitamins, minerals, and supplements, by target clusters, September 2013
                                                                                                                                                                    • Figure 70: Agreement with attitudes toward vitamins, minerals, and supplements, by target clusters, September 2013
                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                    • Figure 71: Target clusters, by demographic, September 2013
                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                  • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data

                                                                                                                                                                      • Overview of vitamins
                                                                                                                                                                        • Multivitamins
                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                            • Brand map
                                                                                                                                                                              • Figure 72: Brand map, selected brands of multivitamins buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                • Figure 73: Key purchase measures for the top brands of multivitamins, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                              • One- and Two-letter Vitamins
                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                  • Brand map
                                                                                                                                                                                    • Figure 74: Brand map, selected brands of one- and two-letter vitamins buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                      • Figure 75: Key purchase measures for the top brands of one- and two-letter vitamins, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                    • Liquid Vitamins/Minerals
                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 76: Brand map, selected brands of liquid vitamins/minerals buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 77: Key purchase measures for the top brands of liquids vitamins/minerals, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                          • Vitamin usage
                                                                                                                                                                                            • Figure 78: Regular usage of vitamins, minerals, and supplements, by gender, September 2013
                                                                                                                                                                                            • Figure 79: Usage of vitamins, minerals, and supplements, by age, September 2013
                                                                                                                                                                                            • Figure 80: Any usage of vitamins, minerals, and supplements, by gender, September 2013
                                                                                                                                                                                            • Figure 81: Types of vitamins and minerals used most often, April 2007-June 2013
                                                                                                                                                                                            • Figure 82: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013
                                                                                                                                                                                            • Figure 83: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013 (continued)
                                                                                                                                                                                          • Brand usage
                                                                                                                                                                                            • Figure 84: Brands of vitamins and minerals used most often, April 2007-June 2013
                                                                                                                                                                                          • Reasons for taking vitamins
                                                                                                                                                                                            • Figure 85: Reasons for taking vitamins, minerals, or supplements, by gender, September 2013
                                                                                                                                                                                            • Figure 86: Reasons for taking vitamins, minerals, or supplements, by age, September 2013
                                                                                                                                                                                            • Figure 87: Reasons for taking vitamins, minerals, or supplements, by purchase location, September 2013
                                                                                                                                                                                            • Figure 88: Reasons for taking vitamins, minerals, or supplements, by purchase location , September 2013 (continued)
                                                                                                                                                                                          • Product format
                                                                                                                                                                                            • Figure 89: Interest in trying vitamins, minerals, and supplements, by gender, September 2013
                                                                                                                                                                                            • Figure 90: Usage of vitamin, mineral, and supplement formats, by gender and age, September 2013
                                                                                                                                                                                            • Figure 91: Interest in trying vitamins, minerals, and supplements, by gender and age, September 2013
                                                                                                                                                                                            • Figure 92: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
                                                                                                                                                                                            • Figure 93: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013 (continued)
                                                                                                                                                                                          • Purchase location
                                                                                                                                                                                            • Figure 94: Total US retail sales of vitamins, minerals, and supplements, by channel, at current prices, 2011 and 13
                                                                                                                                                                                            • Figure 95: Purchase location for vitamins, minerals, and supplements, by gender, September 2013
                                                                                                                                                                                            • Figure 96: Purchase location for vitamins, minerals, and supplements, by age, September 2013
                                                                                                                                                                                            • Figure 97: Purchase location for vitamins, minerals, and supplements, by household income, September 2013
                                                                                                                                                                                            • Figure 98: Purchase location for vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
                                                                                                                                                                                            • Figure 99: Purchase location for vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
                                                                                                                                                                                            • Figure 100: Purchase location for vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013 (continued)
                                                                                                                                                                                          • Attitudes toward vitamins
                                                                                                                                                                                            • Figure 101: Agreement with Attitudes toward vitamins, minerals, and supplements, by gender, September 2013
                                                                                                                                                                                            • Figure 102: Agreement with Attitudes toward vitamins, minerals, and supplements, by age, September 2013
                                                                                                                                                                                            • Figure 103: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013
                                                                                                                                                                                            • Figure 104: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013 (continued)
                                                                                                                                                                                            • Figure 105: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013 (continued)
                                                                                                                                                                                            • Figure 106: Agreement with attitudes toward vitamins, minerals, and supplements, by purchase location for vitamins, minerals, and supplements, September 2013
                                                                                                                                                                                            • Figure 107: Agreement with attitudes toward vitamins, minerals, and supplements, by purchase location for vitamins, minerals, and supplements, September 2013 (continued)
                                                                                                                                                                                          • Online usage
                                                                                                                                                                                            • Figure 108: Frequency of visiting websites, by target clusters, September 2013
                                                                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                                                                          • Patient Protection and Affordable Care Act
                                                                                                                                                                                            • Consumer confidence
                                                                                                                                                                                              • Figure 109: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                            • Unemployment
                                                                                                                                                                                              • Figure 110: US Unemployment Rate, by month, 2002-13
                                                                                                                                                                                              • Figure 111: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                              • Figure 112: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                                                                            • Obesity
                                                                                                                                                                                              • Figure 113: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
                                                                                                                                                                                            • Childhood and teen obesity – highest in decades
                                                                                                                                                                                              • Figure 114: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                            • Racial, ethnic population growth
                                                                                                                                                                                              • Figure 115: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                              • Figure 116: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                            • Shifting US demographics
                                                                                                                                                                                              • Figure 117: US population, by age, 2008-18
                                                                                                                                                                                              • Figure 118: US households, by presence of own children, 2002-12
                                                                                                                                                                                          • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                              • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • American Botanical Council (ABC)
                                                                                                                                                                                                • American Dietetic Association (ADA)
                                                                                                                                                                                                • American Herbal Products Association
                                                                                                                                                                                                • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                • National Nutritional Foods Association
                                                                                                                                                                                                • Natural Products Association
                                                                                                                                                                                                • Organic Trade Association

                                                                                                                                                                                                Vitamins, Minerals and Supplements - US - December 2013

                                                                                                                                                                                                £3,174.67 (Excl.Tax)