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Vitamins, Minerals and Supplements - US - September 2014

“Vitamins, minerals, and supplements have historically had strong sales, as this was an easy to make up for ‘less than perfect’ diets. However, the market is up against several challenges, including increasing consumer skepticism about the efficacy of VMS products.As consumers are more proactive in their health, they seek to prevent illness and disease, rather than treat it. This mentality has helped to grow vitamin, mineral, and supplement sales. However, recent studies have questioned the effectiveness of taking vitamins and dietary supplements, which has resulted in slowing sales and usage. Introducing products with more customized appearance boosting claims or lower-dose formulas can create new usage opportunities.”
– Emily Krol, Health and Wellness Analyst

This report covers the following key issues:

  • How can VMS manufactures increase usage with younger consumers?
  • A series of studies have been released questioning VMS effectiveness
  • Making VMS usage a regular habit
Despite sluggish sales, there are several key areas of opportunity for VMS brands. For one, alternative formats to traditional tablets are trending. Gummies are a key source of sales not only for vitamins, but for the entire VMS category. Melting tablets (eg VitaMelts) and liquids also appeal to consumers who want more of an “on the go” format.
 
Products that are geared toward women, such as those that claim to promote “beauty from within,” relieve menopause symptoms, or are formulated for pregnancy/prenatal supplementation, are also selling well. Many consumers are interested in VMS products that can help them improve their appearance from the inside out, such as moisturizing the skin from within, promoting shiny, smooth hair, and helping nails to grow strong, which has helped to push sales of vitamin B-12 and biotin up.
 
Products that meet consumers’ top health concerns – specifically diet, fatigue, and stress – are seeing and will continue to see success. This is evidenced by successful sales of B vitamins, which have energy- and mood-boosting claims.

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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
                  • Terms
                  • Executive Summary

                    • Overview
                      • The market
                        • Figure 1: Sales and fan chart forecast of VMS, at current prices, rolling 52 weeks 2012-17
                      • Segment performance
                        • Figure 2: Sales of VMS, by segment, at current prices, rolling 52 weeks 2012-14
                      • Areas of opportunity
                        • Key players
                          • Figure 3: Sales of VMS, by leading companies, rolling 52 weeks 2013-14
                        • The consumer
                          • Multivitamins used most often
                            • Figure 4: VMS usage, May 2014
                          • Maintaining health and youth primary reasons for supplementing
                            • Figure 5: Reasons for taking VMS, by age, May 2014
                          • Consumer skepticism has impacted sales
                            • What we think
                            • Issues and Insights

                                • How can VMS manufactures increase usage with younger consumers?
                                  • The issues
                                    • The implications
                                      • A series of studies have been released questioning VMS effectiveness
                                        • The issues
                                          • The implications
                                            • Making VMS usage a regular habit
                                              • The issues
                                                • The implications
                                                • Trend Applications

                                                    • Trend: Mood to Order
                                                      • Trend: Prove It
                                                        • Trend: Guiding Choice
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of VMS
                                                              • Figure 6: Sales and forecast of VMS, at current prices, rolling 52 weeks 2012-17
                                                              • Figure 7: Sales and forecast of VMS, at inflation-adjusted prices, rolling 52 weeks 2012-17
                                                            • VMS sales slow
                                                              • Figure 8: Sales and fan chart forecast of VMS, at current prices, rolling 52 weeks 2012-17
                                                            • Forecast methodology
                                                            • Market Drivers

                                                              • Key points
                                                                • Aging population will drive growth of vitamin sales
                                                                  • Figure 9: Population by age, 2014-19, VMS usage, by age, May 2014
                                                                • Declining household income affects vitamin sales
                                                                  • Figure 10: Median household income, in inflation-adjusted dollars, 2002-12
                                                                • Vitamins as preventive healthcare
                                                                  • Trends in vitamin usage drive market
                                                                    • Figure 11: Prevalence of dietary supplement use, 1971-2010
                                                                    • Figure 12: Types of vitamins and minerals used, February 2007-March 2014
                                                                • Competitive Context

                                                                  • Key points
                                                                    • A healthy diet could affect vitamin consumption
                                                                      • Food and drink fortified with vitamins present competition
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Vitamins increase at expense of supplements
                                                                            • Sales of VMS, by segment
                                                                              • Figure 13: Sales of VMS, by segment, at current prices, rolling 52 weeks 2012 and 2014
                                                                            • Sales of gummies continue to push category up
                                                                              • Figure 14: Sales of VMS in gummy form, by segment, at current prices, rolling 52 weeks 2012 and 2014
                                                                          • Segment Performance – Supplements

                                                                            • Key points
                                                                              • Outlook positive for sluggish supplement sales
                                                                                • Sales and forecast of supplements
                                                                                  • Figure 15: US retail sales of supplements, at current prices, rolling 52 weeks 2012-17
                                                                                • Miscellaneous supplements make up more than half of segment
                                                                                  • Herbal supplements post strongest overall growth
                                                                                    • Figure 16: Sales of supplements, by type, at current prices, rolling 52 weeks 2012 and 2014
                                                                                • Segment Performance – Vitamins

                                                                                  • Key points
                                                                                    • Vitamins experience strong growth, but slowing
                                                                                      • Sales and forecast of vitamins
                                                                                        • Figure 17: US retail sales of vitamins, at current prices, rolling 52 weeks 2012-17
                                                                                      • Multivitamins make up largest share of market, but sales of single letter increasing faster
                                                                                        • Figure 18: Sales of vitamins, by type, at current prices, rolling 52 weeks 2012 and 2014
                                                                                      • Tablets make up more than one third of vitamin segment, but sales declining
                                                                                        • Figure 19: Sales of vitamins, by form, at current prices, rolling 52 weeks 2012 and 2014
                                                                                    • Segment Performance – Minerals

                                                                                      • Key points
                                                                                        • Sales of minerals continue to decline
                                                                                          • Sales and forecast of minerals
                                                                                            • Figure 20: US retail sales of minerals, at current prices, rolling 52 weeks 2012-17
                                                                                          • Declining calcium sales push minerals down
                                                                                            • Figure 21: Sales of minerals, by type, at current prices, rolling 52 weeks 2012 and 2014
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Mass/natural split favors mass market
                                                                                              • Figure 22: Sales of VMS, by retail channel, at current prices, rolling 52 weeks 2012 and 2014
                                                                                              • Figure 23: Market segmentation, by retail channel, at current prices, 52 weeks ending July 13, 2014
                                                                                            • Traditional retailers looking to gain share in VMS market
                                                                                              • CVS Health
                                                                                                • Walgreens
                                                                                                  • Kroger
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • Heavy competition in VMS market
                                                                                                        • Manufacturer sales of VMS
                                                                                                          • Figure 24: Sales of VMS, by leading companies, rolling 52 weeks 2013-14
                                                                                                      • Brand Share – Supplements

                                                                                                        • Key points
                                                                                                          • Declining sales increase competition in supplements
                                                                                                            • Manufacturer sales of supplements
                                                                                                              • Figure 25: Sales of supplements, by leading companies, rolling 52 weeks 2013-14
                                                                                                          • Brand Share – Vitamins

                                                                                                            • Key points
                                                                                                              • Vitamins face strong competition
                                                                                                                • Gummies and melts boost sales for Nature Made and Vitafusion
                                                                                                                  • Manufacturer sales of vitamins
                                                                                                                    • Figure 26: Sales of vitamins, by leading companies, rolling 52 weeks 2013-14
                                                                                                                • Brand Share – Minerals

                                                                                                                  • Key points
                                                                                                                    • Declining calcium usage impacts mineral brand sales
                                                                                                                      • Manufacturer sales of minerals
                                                                                                                        • Figure 27: Sales of minerals, by leading companies, rolling 52 weeks 2013-14
                                                                                                                    • Innovations and Innovators

                                                                                                                      • VMS new product launches continue to slow
                                                                                                                        • Figure 28: Vitamins and dietary supplement product introductions and share of branded/private label launches, 2008-14
                                                                                                                      • VMS claims to be “free from”
                                                                                                                        • “Chews” launches increase
                                                                                                                        • Marketing Strategies

                                                                                                                          • Overview of the brand landscape
                                                                                                                            • Expert advice
                                                                                                                              • Figure 29: Nature Made Pharmacist Commercial Fish Oil – USP, September 2014
                                                                                                                            • Products promote how users will feel, rather than specific health results
                                                                                                                              • Beauty from within
                                                                                                                                • Figure 30: I Did It – Nature's Bounty® Optimal Solutions® Hair, Skin & Nails, January 2014
                                                                                                                              • Alive vitamins provide energy
                                                                                                                                • Figure 31: Alive! print advertisement
                                                                                                                              • GNC “Beat Average” campaign
                                                                                                                                • Figure 32: GNC: Beat Average, Treadmill
                                                                                                                              • Centrum proves older athletes “still got it”
                                                                                                                                • Figure 33: Centrum video, “These guys still got game?,” June 2014
                                                                                                                            • Consumer Health Concerns

                                                                                                                              • Key points
                                                                                                                                • Diet emerges as top health concern
                                                                                                                                  • Women more likely than men to have a variety of health concerns
                                                                                                                                      • Figure 34: Health concerns, by gender, May 2014
                                                                                                                                    • Health concerns vary by age
                                                                                                                                        • Figure 35: Health concerns, by age, May 2014
                                                                                                                                      • Nonusers less concerned about health
                                                                                                                                          • Figure 36: Health concerns, by VMS user categories, May 2014
                                                                                                                                      • Interest in Appearance Claims

                                                                                                                                        • Key points
                                                                                                                                          • Women highly invested in appearance
                                                                                                                                            • Consumers recognize benefits of holistic skincare
                                                                                                                                              • Figure 37: Interest in appearance-related claims, by age and gender, May 2014
                                                                                                                                            • Hair and nail improvements more likely to be sought among women
                                                                                                                                              • Figure 38: Interest in appearance-related claims, by age and gender, May 2014
                                                                                                                                            • Opportunity to increase usage among lapsed users and nonusers
                                                                                                                                              • Figure 39: Usage of appearance-related claims, by VMS user categories, May 2014
                                                                                                                                          • Frequency and Usage of Vitamins, Minerals, and Supplements

                                                                                                                                            • Key points
                                                                                                                                              • VMS usage prevalent
                                                                                                                                                • Figure 40: Vitamin, mineral, and supplement usage, May 2014
                                                                                                                                                • Figure 41: Vitamin, mineral, and supplement usage, by repertoire of vitamins, supplement, and mineral usage, May 2014
                                                                                                                                              • Women more likely to use VMS
                                                                                                                                                • Figure 42: Vitamin, mineral, and supplement usage, by gender, May 2014
                                                                                                                                              • VMS usage increases with age
                                                                                                                                                • Figure 43: Vitamin, mineral, and supplement usage, by age, May 2014
                                                                                                                                                • Figure 44: Frequency taken vitamins/minerals, by age, January 2013-March 2014
                                                                                                                                              • Types of vitamins used vary by age and gender
                                                                                                                                                • Figure 45: Types of vitamins and minerals used most often, by gender/age, January 2013-March 2014
                                                                                                                                            • Reasons for Using

                                                                                                                                              • Key points
                                                                                                                                                • Six in 10 take VMS to boost overall health
                                                                                                                                                  • Older users take VMS for condition-specific reasons
                                                                                                                                                    • Mood and energy key benefits for younger VMS users
                                                                                                                                                      • Figure 46: Reasons for taking VMS, by gender and age, May 2014
                                                                                                                                                  • Information Sources

                                                                                                                                                    • Key points
                                                                                                                                                      • The doctor is in for vitamin information
                                                                                                                                                        • Younger users turn to a wide range of sources
                                                                                                                                                          • Figure 47: Vitamin, mineral, and supplement information sources, by age, May 2014
                                                                                                                                                      • Vitamins, Minerals, and Supplements Attitudes and Behaviors

                                                                                                                                                        • Key points
                                                                                                                                                          • Skepticism and negative press put downward pressure on usage
                                                                                                                                                            • Figure 48: skepticism about vitamins, by age, May 2014
                                                                                                                                                          • Highlighting deficiencies can educate users on need for VMS
                                                                                                                                                            • Figure 49: Attitudes toward vitamins, by age, May 2014
                                                                                                                                                          • Vitamin users live healthier lifestyles
                                                                                                                                                            • Figure 50: Attitudes toward diet and health, by vitamin/mineral use, January 2013-March 2014
                                                                                                                                                          • Desire for natural ingredients
                                                                                                                                                              • Figure 51: Vitamin shopping behavior, by gender and age, May 2014
                                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                                            • Key points
                                                                                                                                                              • Frequency of taking VMS varies by race/ethnicity
                                                                                                                                                                • Figure 52: Vitamin, mineral, and supplement usage, by race/Hispanic origin, May 2014
                                                                                                                                                                • Figure 53: Frequency taken vitamins/minerals, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                              • Reasons for taking vary by race and ethnicity
                                                                                                                                                                • Figure 54: Reasons for taking VMS, by race/Hispanic origin, May 2014
                                                                                                                                                              • Health concerns could be opportunity to increase VMS usage among non-Whites
                                                                                                                                                                • Figure 55: Health concerns, by race/Hispanic origin, May 2014
                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                              • Health concerns
                                                                                                                                                                • Figure 56: Health concerns, by gender and age, May 2014
                                                                                                                                                                • Figure 57: Attitudes toward vitamins, by age, January 2013-March 2014
                                                                                                                                                                • Figure 58: Attitudes toward doctors, by age, January 2013-March 2014
                                                                                                                                                              • Interest in appearance claims
                                                                                                                                                                • Figure 59: Interest in appearance-related claims, by gender, May 2014
                                                                                                                                                                • Figure 60: Interest in appearance-related claims, by age, May 2014
                                                                                                                                                                • Figure 61: Interest in appearance-related claims, by race/Hispanic origin, May 2014
                                                                                                                                                              • Vitamin usage
                                                                                                                                                                • Figure 62: Vitamin and mineral usage, February 2007-March 2014
                                                                                                                                                                • Figure 63: Types of vitamins and minerals used most often, by gender/age, January 2013-March 2014
                                                                                                                                                                • Figure 64: Types of vitamins and minerals used most often, February 2007-March 2014
                                                                                                                                                                • Figure 65: Vitamin, mineral, and supplement usage, by regular user, May 2014
                                                                                                                                                              • Reasons for using
                                                                                                                                                                • Figure 66: Reasons for taking VMS, by gender, May 2014
                                                                                                                                                                • Figure 67: Reasons for taking VMS, by age, May 2014
                                                                                                                                                                • Figure 68: Reasons for taking VMS, by repertoire of vitamins, supplement, and mineral usage, May 2014
                                                                                                                                                                • Figure 69: Reasons for taking VMS, by regular user, May 2014
                                                                                                                                                              • Information sources
                                                                                                                                                                • Figure 70: Vitamin, mineral, and supplement information sources, by gender, May 2014
                                                                                                                                                                • Figure 71: Vitamin, mineral, and supplement information sources, by gender and age, May 2014
                                                                                                                                                                • Figure 72: Vitamin, mineral, and supplement information sources, by race/Hispanic origin, May 2014
                                                                                                                                                              • VMS attitudes and behaviors
                                                                                                                                                                • Figure 73: Vitamin shopping behavior, by age, May 2014
                                                                                                                                                                • Figure 74: Vitamin usage and shopping behaviors, by gender and age, May 2014
                                                                                                                                                                • Figure 75: Attitudes toward diet and health, by household income, January 2013-March 2014
                                                                                                                                                                • Figure 76: Probiotic usage, February 2011-March 2014
                                                                                                                                                              • Brands used
                                                                                                                                                                • Figure 77: Brands of vitamins and minerals used most often, by age, January 2013-March 2014
                                                                                                                                                                • Figure 78: Brands of vitamins and minerals used most often, by gender and age, 2014
                                                                                                                                                                • Figure 79: Brands of vitamins and minerals used most often, January 2012-March 2014
                                                                                                                                                            • Appendix – Other Market Tables

                                                                                                                                                                • Figure 80: Population by race and Hispanic origin, 2009-19
                                                                                                                                                              • Additional sales data
                                                                                                                                                                • Figure 81: Sales of food supplements, by type, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                                                                                • Figure 82: Sales of miscellaneous supplements, by type, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                                                                                • Figure 83: Sales of herbal supplements, by type, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                                                                              • SPINS segment categories
                                                                                                                                                                • Figure 84: SPINS categories/segments
                                                                                                                                                              • New product launch trends
                                                                                                                                                                • Figure 85: Vitamins and dietary products launched, by top 10 claims, 2008-14
                                                                                                                                                                • Figure 86: Vitamins and dietary products launched, by additional claims, 2008-14
                                                                                                                                                                • Figure 87: Vitamins and dietary supplements product introductions by format, 2008-14
                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                              Companies Covered

                                                                                                                                                              • American Botanical Council (ABC)
                                                                                                                                                              • American Dietetic Association (ADA)
                                                                                                                                                              • American Herbal Products Association
                                                                                                                                                              • Bausch & Lomb Inc.
                                                                                                                                                              • Bayer Corporation
                                                                                                                                                              • Church & Dwight Co. Inc
                                                                                                                                                              • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                              • National Nutritional Foods Association
                                                                                                                                                              • Natural Products Association
                                                                                                                                                              • Organic Trade Association
                                                                                                                                                              • Pfizer Inc
                                                                                                                                                              • Pharmavite LLC
                                                                                                                                                              • Reckitt Benckiser USA
                                                                                                                                                              • Whole Foods Market Inc

                                                                                                                                                              Vitamins, Minerals and Supplements - US - September 2014

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