Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Vitamins, Minerals and Supplements - US - October 2016

"VMS (vitamins, minerals, and supplements) is a trend-driven industry hinging on the latest health fad such as today’s emphasis on digestive health and supplements containing beauty benefits. While its growth has been steady, certain players are faring better than others by meeting consumers’ needs for convenience and fun, in addition to focusing on the product segments they want most. While most consumers use VMS, there are opportunities to increase consumption through better product benefit communication and format innovations."
- Jana Vyleta, Home & Personal Care Analyst

This report discusses the following key topics:

  • 2016 sales see similar growth rate to 2015 
  • Brands challenged to confirm efficacy
  • Consumers believe VMS improves health, but don’t know if they’re working

This Report includes nonprescription, OTC (over-the-counter) vitamins, minerals, and supplements in all formats including liquid, tablet, gummy, or chewables. The market has been divided into the following segments:

  • Vitamins: including multivitamins (products that contain a combination of vitamins in one), and one- and two-letter vitamins (products that contain only one or two specific letter vitamins, such as vitamin C tablets);
  • Minerals: supplements based on mineral ingredients (eg calcium, iron);
  • Dietary supplements: such as CoQ-10, glucosamine and chondroitin products, and other specific supplements; targeted supplement combinations, such as women’s health or joint health formulations.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • 2016 sales see similar growth rate to 2015
            • Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2011-21
          • Brands challenged to confirm efficacy
            • Figure 2: Product efficacy related to how consumers feel, June 2016
          • Consumers believe VMS improves health, but don’t know if they’re working
            • Figure 3: Product efficacy, research and skepticism, June 2016
          • The opportunities
            • Add more fun and convenience to VMS formats
              • Figure 4: Interest in product formats, June 2016
            • Create a trusted, easy-to-use resource for customers
              • Figure 5: Interest in innovations that provide customization, June 2016
            • Establish regular VMS usage among kids
              • Figure 6: Select attitudes toward children’s VMS, June 2016
            • What it means
            • The Market – What You Need to Know

              • 2016 sales growth similar to 2015; future outlook is steady
                • All segments growing, supplements post largest gains
                  • Increased government oversight could pose potential VMS sales volatility
                    • VMS is largest segment in health and wellness category
                      • Disposable personal income increases could foster future growth
                        • Decline in family households and fewer births could hinder VMS growth
                        • Market Size and Forecast

                          • 2016 sees similar growth rate to year prior, future growth remains steady
                            • Figure 7: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2011-21
                            • Figure 8: Total US sales and forecast of VMS, at current prices, 2011-21
                        • Market Breakdown

                          • All segments seeing similar growth
                            • Figure 9: Share of US retail sales of vitamins, minerals, and supplements, by segment, at current prices
                          • Probiotics, fish oil are key drivers within supplements
                            • Figure 10: US sales growth and forecast of probiotics, at current prices, 2011-20 (est)
                            • Figure 11: US sales growth and forecast of fish and animal oils, at current prices, 2011-20 (est)
                        • Market Perspective

                          • Regulation poses potential volatility
                            • VMS makes up almost half of health and wellness industry sales
                              • Figure 12: Repertoire of VMS used in past 12 months, June 2016
                              • Figure 13: Share of US retail sales of health and wellness categories, by segment, at current prices, 2016 (est)
                              • Figure 14: Average US retail price of health and wellness products, by category, at current prices, September 9, 2015-September 9, 2016
                          • Market Factors

                            • VMS growth fostered by disposable personal income
                              • Figure 15: Disposable personal income change from previous period, January 2007-May 2016
                            • Decline in family households could challenge category growth
                              • Fewer births could cause children’s VMS decline
                                • Figure 16: Number of births in the US, 2007-15
                            • Key Players – What You Need to Know

                              • Pharmavite, I Health focus on winning product segments to drive highest growth
                                • Private label struggling to keep pace with branded VMS products
                                  • Gummies are here to stay: Consumers looking for benefit-driven and organic products
                                    • Established children’s brands and branded-ingredient products are struggling
                                      • Helping to make up for diet shortcomings, new formats and added customization on the horizon
                                      • Manufacturer Sales of Vitamins, Minerals, and Supplements

                                        • Winning in hot product segments drives manufacturer growth
                                          • Private label experiences modest growth, declining share
                                            • Manufacturer sales of vitamins, minerals and supplements
                                              • Figure 17: MULO sales of vitamins, minerals, and supplements, by leading companies, rolling 52 weeks 2015 and 2016
                                          • What’s Working?

                                            • Gummies are a mainstay
                                              • Figure 18: MULO sales of Vitafusion, rolling 52 weeks 2015 and 2016
                                              • Figure 19: MULO sales of select gummy vitamins, minerals, and supplements brands, 52-week review period ending May 15, 2016
                                            • Consumers want to know benefits first, then ingredients
                                              • VMS users are saying “yes” to organic
                                                • Figure 20: MULO sales of select organic vitamins, minerals, and supplements products, rolling 52 weeks 2015 and 2016
                                            • What’s Struggling?

                                              • Established children’s brands aren’t getting attention
                                                • “Branded-ingredient” brands aren’t convincing consumers
                                                  • Figure 21: MULO sales of select mineral supplement brands, 52-week review period ending May 15, 2016
                                              • What’s Next?

                                                • VMS can help people eat better
                                                  • New product forms make VMS more convenient...and fun
                                                    • More personalized, customizable VMS
                                                    • The Consumer – What You Need to Know

                                                      • Preventive measures used more than quick fixes, especially among parents
                                                        • Concern for overall health and recommendations drive VMS usage
                                                          • Efficacy signaled by how consumers feel, though some unsure they are working
                                                            • Once-a-week pill most desired VMS format as consumers look for convenience
                                                              • Consumers want simplicity and customization
                                                                • Parents feel VMS is a good tool for kids’ immunity, but face challenges
                                                                • Product Usage

                                                                  • Out with quick fixes, in with doing things right from the start
                                                                    • Beauty now achieved internally, not just through topical products
                                                                      • Figure 22: Use of vitamins, minerals, and supplements, June 2016
                                                                    • Parents rely on VMS for preventive measures
                                                                      • Figure 23: Use of vitamins, minerals, and supplements, by parental status, June 2016
                                                                    • Age has little impact on multivitamin use
                                                                      • Figure 24: Use of vitamins, minerals, and supplements, by age, June 2016
                                                                    • Hispanics seek quick fixes
                                                                      • Figure 25: Use of vitamins, minerals, and supplements, by Hispanic origin, June 2016
                                                                  • Reasons for Purchasing VMS Products

                                                                    • Consumers see vitamins as a way to improve overall health
                                                                      • Consumers hold recommendations in high regard
                                                                        • Figure 26: Reasons for taking vitamins, minerals, and supplements, June 2016
                                                                      • Older adults look to the expert, younger age groups rely on peers
                                                                        • Figure 27: Select reasons for taking vitamins, minerals, and supplements, by age, June 2016
                                                                      • Parents more easily swayed by traditional marketing
                                                                        • Figure 28: Select reasons for taking vitamins, minerals, and supplements, by parental status, June 2016
                                                                      • Hispanics influenced by recommendations, deals
                                                                        • Figure 29: Reasons for taking vitamins, minerals, and supplements, by Hispanic origin, June 2016
                                                                    • Product Efficacy

                                                                      • Feelings after VMS use are most important barometer of efficacy
                                                                        • Claims have limited impact on consumers
                                                                          • Notable number of consumers aren’t sure their VMS products work
                                                                            • Information overload can be crippling for consumers
                                                                              • Figure 30: Product efficacy, June 2016
                                                                            • Younger consumers more open-minded regarding efficacy
                                                                              • Figure 31: Product efficacy, by age, June 2016
                                                                            • Hispanics more likely to rely on third parties and claims
                                                                              • Figure 32: Product efficacy – Claims and third-party certification, by Hispanic origin, June 2016
                                                                          • Interest in Formats

                                                                            • Weekly pill preferred
                                                                              • Less guilt when consuming candy with vitamins
                                                                                • Figure 33: Interest in product formats, June 2016
                                                                              • Younger age groups want innovation
                                                                                • Figure 34: Interest in product formats, by age, June 2016
                                                                              • Hispanics interested in food-based innovations
                                                                                • Figure 35: Interest in product formats, by Hispanic origin, June 2016
                                                                              • The more VMS types consumed, the more open to format innovation
                                                                                • Figure 36: Repertoire of interest in product formats, by number of VMS consumed, June 2016
                                                                            • Benefits and Innovation

                                                                              • Resources needed to cut through clutter
                                                                                • Low subscription service interest indicates possible churn in category
                                                                                  • Figure 37: Interest in innovations, June 2016
                                                                                • Parents of children under 18 want innovation
                                                                                  • Figure 38: Interest in innovations, by parental status, June 2016
                                                                              • Attitudes toward Children’s VMS

                                                                                • Parents rely on VMS as preventive care for their kids
                                                                                  • Parents are unsure if their kids are getting enough vitamins
                                                                                    • Figure 39: Attitudes toward children’s VMS, June 2016
                                                                                  • Older parents not as engaged with kids’ VMS
                                                                                    • Figure 40: Attitudes toward children’s VMS, by age of parent, June 2016
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Fan chart forecast
                                                                                        • Consumer survey data
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                            • Appendix – Market

                                                                                                • Figure 41: Total US retail sales and forecast of vitamins, minerals, and supplements, at inflation-adjusted prices, 2011-21
                                                                                                • Figure 42: Total US retail sales and forecast of vitamins, minerals, and supplements, by segment, at current prices, 2011-21
                                                                                                • Figure 43: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2014 and 2016
                                                                                                • Figure 44: Total US retail sales and forecast of vitamins, at current prices, 2011-21
                                                                                                • Figure 45: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2011-21
                                                                                                • Figure 46: Total US retail sales and forecast of minerals, at current prices, 2011-21
                                                                                                • Figure 47: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2011-21
                                                                                                • Figure 48: Total US retail sales and forecast of supplements, at current prices, 2011-21
                                                                                                • Figure 49: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2011-21
                                                                                            • Appendix – Key Players

                                                                                                • Figure 50: MULO sales of vitamins, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                                • Figure 51: MULO sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2015 and 2016

                                                                                            Companies Covered

                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                            Vitamins, Minerals and Supplements - US - October 2016

                                                                                            US $3,995.00 (Excl.Tax)