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 - September 2015

Traditionally, sales in the vitamins, minerals, and supplements market have been driven by older consumers who are more engaged in the category. Now, brands are attempting to increase use among younger adults by focusing on short-term benefits, such as vitamins that address beauty concerns as well as provide energy or improve sleep, helping to drive strong category sales.

This report looks at the following areas:

  • Strong market growth driven by supplements, alternate formats
  • Use increases with age, lower among younger adults
  • Consumers remain skeptical over VMS product efficacy

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
          • Strong market growth driven by supplements, alternate formats
            • Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements market, at current prices, 2010-20
          • Use increases with age, lower among younger adults
            • Figure 2: Use of vitamins, minerals, supplements in the past 12 months, by age, June 2015
          • Consumers remain skeptical over VMS product efficacy
            • Figure 3: Select attitudes toward vitamins, minerals, and supplements – any agree*, June 2015
          • The opportunities
            • Position vitamins, minerals, and supplements as preventative health
              • Figure 4: Healthy actions performed in the past 12 months, June 2015
            • Increase use of vitamins, minerals, and supplements among younger adults
              • Figure 5: Consumers who have used or are interested in using vitamins, minerals, supplements for beauty benefits*, by age, June 2015
            • Improve packaging and communication around product efficacy
              • What it means
              • The Market – What You Need to Know

                • Market growth lead by strong supplements sales
                  • Adults proactive about health, skeptical of vitamins, minerals, and supplements
                    • Gains driven by aging population, stabilizing household incomes
                    • Market Size and Forecast

                      • Historic and projected sales performance of vitamins, minerals, and supplements
                        • Figure 6: Total US sales and fan chart forecast of vitamins, minerals, and supplements market, at current prices, 2010-20
                        • Figure 7: Total US sales and forecast of vitamins, minerals, and supplements, at current prices, 2010-20
                    • Market Breakdown

                      • Supplements largest category after strong growth from 2012-15
                        • Figure 8: Sales of vitamins, minerals, and supplements, by segment, $millions, 2010-15 (est.)
                    • Market Perspective

                      • US adults focus on natural approaches to maintain health
                        • Overcoming consumer skepticism could boost sales
                          • Figure 9: US adults perceptions of vitamins, minerals, and supplements – any agree (net)*, February 2009-March 2015
                        • Foods fortified with vitamins and minerals present increased competition
                          • Market impacted by occasional use, missed doses
                            • In their words
                              • Beauty from within trend appeals to younger consumers
                              • Market Factors

                                • Aging population to drive market growth
                                  • Figure 10: US population by age, 2010-20
                                • Stabilizing household incomes may boost market
                                  • Figure 11: Median household income, 2003-13
                                • Higher obesity levels linked to lower intake of nutrients
                                  • Figure 12: American adults, by weight category as determined by body mass index (BMI), 2008-14
                              • Key Players – What You Need to Know

                                • Heavy competition between leading brands
                                  • Alternate formats, supplements driving market growth
                                    • Skepticism leads to struggles for multivitamins, private label
                                      • Improved packaging, additional formats appeal to younger consumers
                                      • Manufacturer Sales of Vitamins, Minerals, and Supplements

                                        • Heavy competition between brands due to consumer perceptions
                                          • Manufacturer sales of vitamins, minerals, and supplements
                                            • Figure 13: MULO manufacturer sales of vitamins, minerals, and supplements, 2014 and 2015
                                        • What’s Working?

                                          • Market boosted by alternate formats such as gummies and liquids
                                            • Figure 14: Centrum vitamins commercial, 2015
                                            • Figure 15: MULO sales of select liquid vitamins, 52-week review period ending June 14, 2015
                                          • Minerals appeal to an aging population, supplements address specific concerns
                                            • Figure 16: MULO sales of select minerals, 52-week review period ending June 14, 2015
                                          • Consumers turn to single letter vitamins to address specific concerns
                                            • Figure 17: MULO sales of select single letter vitamins, 52-week review period ending June 14, 2015
                                        • What’s Struggling?

                                          • Multivitamins experience slower growth as consumers turn to single letter vitamins
                                            • Figure 18: Alive! vitamins commercial, 2014
                                            • Figure 19: MULO sales of select multivitamins, 2012-14
                                          • Private label struggles as consumers seek branded options
                                            • Figure 20: MULO sales of select private label vitamins, minerals, and supplements, 2012-14
                                        • What’s Next?

                                          • Customized products
                                            • Additional format innovations will continue to drive growth
                                              • Well-known brands expand into VMS market
                                                • Improved, unique packaging appeals to younger consumers
                                                • The Consumer – What You Need to Know

                                                  • Adults lead healthy lifestyles enhanced by vitamins, minerals, and supplements
                                                    • Alternate formats such as gummies make an impact on the market
                                                      • Recommendations, natural ingredients influence consumers
                                                        • Consumers convey skepticism, confusion over VMS offerings
                                                          • Younger consumers interested in a variety of product innovations
                                                          • Healthy Lifestyles

                                                            • Vitamins, minerals, and supplements used to enhance healthy lifestyles
                                                                • Figure 21: Healthy actions performed in the past 12 months, June 2015
                                                              • In their words
                                                              • Product Usage

                                                                • Use increases with age, multivitamins most popular VMS product
                                                                  • Figure 22: Use of vitamins, minerals, and supplements in the past 12 months, by age, June 2015
                                                                • Use of vitamins among teens and children
                                                                  • Figure 23: Homes with children that have used children’s vitamins in the past 30 days, by household income and parent’s education, February 2014 – March 2015
                                                              • Product Formats

                                                                • Tablets most popular format type, gummies and chewables making an impact
                                                                  • Figure 24: Formats of vitamins, minerals, supplements used in the past 12 months, by 18-24 and 65+ age groups, June 2015
                                                                • Few barriers exist with marketing gummies to adults
                                                                  • Figure 25: Select perceptions of different vitamins, minerals, and supplements formats, June 2015
                                                                • In their words
                                                                • Purchase Influencers

                                                                  • Natural ingredients, recommendations appeal to consumers
                                                                    • Figure 26: Select purchase influencers for vitamins, minerals, supplements, by 18-24 and 65+ age groups, June 2015
                                                                  • In their words
                                                                  • Attitudes and Perceptions

                                                                    • Skepticism, confusion among consumers
                                                                      • Figure 27: Select attitudes toward vitamins, minerals, supplements – any agree*, June 2015
                                                                    • In their words
                                                                    • Product Innovations

                                                                      • Beauty from within trend continues to appeal to consumers
                                                                        • Figure 28: Consumers who have used or are interested in using vitamins, minerals, and supplements for beauty benefits,* by age, June 2015
                                                                      • Consumers interested in customized vitamins, minerals, supplements
                                                                        • Figure 29: Interest in select vitamins, minerals, and supplements product innovations, June 2015
                                                                      • In their words
                                                                        • Stress reducing VMS appeals to younger consumers
                                                                          • Figure 30: Interest in vitamins, minerals, supplements product innovations – CHAID – Tree output, May 2015
                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                        • Figure 31: Total US sales and forecast of vitamins, minerals, and supplements market, at inflation-adjusted prices, 2010-20
                                                                                        • Figure 32: Sales of vitamins, minerals, and supplements, by segment share, 2015 (est.)
                                                                                        • Figure 33: Sales of vitamins, minerals, and supplements, by channel, in $millions, 2013-15 (est.)
                                                                                        • Figure 34: Natural supermarket sales of vitamins, minerals, and supplements, at current prices, rolling 52 weeks ending June 16, 2013 - June 14, 2015
                                                                                        • Figure 35: Natural supermarket sales of vitamins, minerals, and supplements by segment, at current prices, rolling 52 weeks ending June 16, 2013 – June 14, 2015
                                                                                        • Figure 36: Natural supermarket sales of vitamins, minerals, and supplements, by organic ingredients, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
                                                                                        • Figure 37: Natural supermarket sales of vitamins, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
                                                                                        • Figure 38: Natural supermarket sales of minerals, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
                                                                                        • Figure 39: Natural supermarket sales of supplements, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
                                                                                    • Appendix – Key Players

                                                                                        • Figure 40: MULO sales of vitamins, by leading companies and brands, 2014 and 2015
                                                                                        • Figure 41: MULO sales of minerals and supplements, by leading companies and brands, 2014 and 2015
                                                                                    • Appendix – Consumer

                                                                                        • Figure 42: Households using children’s vitamins in the past 30 days, February 2010-March 2015
                                                                                        • Figure 43: Brands of children’s vitamins used, February 2014-March 2015
                                                                                        • Figure 44: Teen use of vitamins/minerals, October 2009-December 2014
                                                                                        • Figure 45: Usage of select vitamins, February 2010-March 2015
                                                                                        • Figure 46: Adult use of vitamins and minerals, February 2010 – March 2015
                                                                                        • Figure 47: Brands of select adult vitamins used, February 2014 – March 2015
                                                                                        • Figure 48: Frequency of adult use of vitamins, minerals, and supplements, February 2014-March 2015
                                                                                      • CHAID analysis
                                                                                        • Methodology
                                                                                            • Figure 49: Interest in vitamins, minerals, supplements product innovations– CHAID – Table output, May 2015

                                                                                        Companies Covered

                                                                                        • Walmart Stores (USA)

                                                                                        Vitamins, Minerals and Supplements - US - September 2015

                                                                                        £3,199.84 (Excl.Tax)