The US Vitamins, Minerals and Supplements Shopper Market Report 2021

Consumer Reports Vitamins, Minerals and Supplements US

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Report Summary

Providing the most comprehensive and up-to-date information and analysis of the the US Vitamins, Minerals and Supplements market (US VMS Market) including the behaviors, preferences, and habits of the consumer.

Current Market Landscape for the VMS Shopper

87% of adults typically use some type of vitamin, mineral or supplement product, a number that has risen significantly in the last decade and held steady in recent years. The majority of VMS users shop for these products at multiple locations. During 2020, the number of consumers shopping for VMS exclusively in-store decreased, while the number who purchased them online went up significantly. Many VMS consumers predict that their pandemic-influenced shopping changes will stick, further emphasizing the importance of a strong multichannel presence for brands and retailers alike, which was growing even prior to COVID-19.

Read on to discover more about this US Vitamins, Minerals and Supplements market report, read our US Managing Common Illness Market Report 2021, or take a look at our other Health and Wellbeing Market research reports.

Quickly understand

The impact of COVID-19 on consumer behavior and the VMS market.
Pandemic-influenced shifts in VMS shopping habits.
Types of retailers shopped for VMS products, in-store and online.
Key VMS retail drivers and US VMS industry trends
VMS market share

Covered in this report

Brands include: Target, Walmart, Amazon, Neuriva, New Chapter, Olly, Gem, GNC, GlaxoSmithKline, Reckitt Benckiser Group, Emergen-C, Pharmative, Kohlberg Kravis Roberts & Co, Nature Made, Airborne, Quincy Bioscience, Prevagen, Unilever, Love Beauty and Planet, Centrum, Pharmavite LLC, Bayer AG, Church & Dwight Co Inc, Bausch Health Companies Inc, i-Health Inc, Nature’s Bounty, Curated Combinations, Vitafusion, L’il Critters, Centrum, Centrum Slver, One A Day, Flintstones, Sundown, PreserVision, Ocuvite, Nature’s Truth, Quten Research Institute, Qunol, New Chapter, Culturelle, AZO, Align, Wellmade, Wegman’s, Giant Eagle, Sprouts, Nurish by Nature Made, Vous Vitamin.

Expert analysis from a specialist in the field

This report, written by Karen Formanski, a leading analyst in the Health and Nutrition sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The VMS market has been on an upward trajectory for many years, and this was only amplified during the beginning of the pandemic. In 2021 the number of adults who shopped for vitamins, minerals or supplement exclusively in-store decreased, while online shopping for these products increased – and many consumers predict they will stick to these new behaviors once COVID-19 is less of a threat. Additionally, the majority of both in-store and online VMS shoppers seek these products from two or more locations. Multichannel presence, along with positive testimonials and competitive pricing, continue to be critical in influencing the final decision on where to purchase VMS products.

Karen Formanski

Health and Nutrition Analyst

Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Market context
- Economic and other assumptions
- COVID-19: US context
Executive Summary
- Top takeaways
- Market overview
- Impact of COVID-19 on vitamins, minerals and supplements
  - Figure 1: Short-, medium- and long-term impact of COVID-19 on vitamins, minerals and supplements, August 2021
- Opportunities and challenges
- Need to compete with convenience of mass merchandisers
  - Figure 2: Retailers shopped – In-store and online – NET any shop*, 2021
- Catch VMS consumers doing the shop-around
  - Figure 3: Repertoire of retailers shopped – In-store and online, 2021
- Emphasize efficacy and value
  - Figure 4: VMS pre-purchase process, 2021
- Seize the opportunity to encourage VMS subscriptions
  - Figure 5: VMS subscription service usage, by gender and age, 2021
- Be aware of increasing appeal of private label
  - Figure 6: Attitudes toward VMS shopping – Brand opinions, by age, 2021
The Market – Key Takeaways
- VMS sales surge along with pandemic worries
- Supplements maintain biggest slice of VMS pie
- Multichannel presence more important than ever
Market Size and Forecast
- Pandemic-driven sales surge following years of steady growth
  - Figure 7: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2016-26
  - Figure 8: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2016-26
- Impact of COVID-19 on vitamins, minerals and supplements
  - Figure 9: Average household spending on vitamins, minerals and supplements, 2016-21
Segment Performance
- Despite high use of multivitamins, supplements drive market growth
  - Figure 10: Sales of vitamins, minerals and supplements, by segment, at current prices, 2019 and 2021
- Vitamins C, D back in big way
  - Figure 11: US vitamins – Growth % – All channels*, 2016-2021
- Select supplements sought for pandemic support
  - Figure 12: US herbs and botanicals – Growth % – All channels*, 2016-2021
- - Figure 13: US select specialty supplements – Growth % – All channels*, 2016-2021
- Make more room for minerals
  - Figure 14: US minerals – Growth % – All channels*, 2016-2021
- Internet sales soar
  - Figure 15: Total US retail sales of vitamins, minerals and supplements, by channel, at current prices, 2016-21
Market Perspective
- Low prices the top retail driver among VMS users, but mind the nuances
  - Figure 16: VMS retail drivers, by product type used, 2021
- - Figure 17: VMS retail drivers – Low prices, by retailers shopped for VMS, 2021
- - Figure 18: VMS retail drivers – Low prices, by current financial situation, 2021
- - Figure 19: VMS ads offering discounts
- Widespread omnichannel presence key for reaching consumers across generations
  - Figure 20: Attitudes toward VMS shopping – Online shopping habit comparison, by generation, 2021
- Get ahead of the sustainability curve
  - Figure 21: VMS brands featuring eco-friendly packaging – OLLY and GEM
Companies and Brands – Key Takeaways
- Major players and others alike see pandemic sales gains
- If you can’t beat ’em, join ’em
- Personalization has more room to grow
Market Share
- Major players see gains, losses, shifts in market share
- - Figure 22: Multi-outlet sales of vitamins, minerals and supplements, by leading companies, rolling 52 weeks 2020 and 2021
- Vitamins aim to offer more targeted solutions
  - Figure 23: Multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Supplements aim to support wellness throughout life phases
  - Figure 24: Multi-outlet sales of minerals/supplements, by leading companies and brands, rolling 52 weeks 2020 and 2021
Competitive Strategies
- Forming alliances to stay afloat in a competitive market
- - Figure 25: GNC partnerships – Walmart, Plant Fuel, Real Eats
  - Figure 26: VMS brand/retailer partnerships – Zhou, Care/of
- Private label keeps steady hold on their piece of the market
- - Figure 27: Private label VMS examples – Amazon Elements, Sprouts, Wegman’s, Giant Eagle
Market Opportunities
- More opportunities for subscription reorders with increased online shopping
  - Figure 28: Currently enrolled in a VMS subscription service, by total and by retailers shopped for VMS, 2021
- - Figure 29: VMS subscription service examples
The Consumer – Key Takeaways
- Online shopping will remain elevated
- Consumers need easy access to pre-purchase information
- VMS consumers are shopping around
- Missed opportunities to keep the reorders coming
- Merge competitive pricing with convenience for the win
- Private label brands can win over older consumers
VMS Shopping Methods
- Some pandemic shopping habit shifts are likely to stick
  - Figure 30: VMS shopping methods, 2021
- - Figure 31: VMS shopping methods – NET, 2021
VMS Pre-Purchase Process
- VMS consumers are doing their homework
  - Figure 32: VMS pre-purchase process, 2021
- Entice younger shoppers with testimonials, competitive prices
  - Figure 33: VMS pre-purchase process, by gender and age, 2021
Retailers Shopped: In-store and Online
- Mass merchandisers lead the pack, but VMS consumers shop around
  - Figure 34: Retailers shopped – In-store and online, 2021 – NET any shop*
- - Figure 35: Retailers shopped – In-store, 2021
- - Figure 36: Retailers shopped – Online, 2021
- Online and in-store shoppers equally likely to use multiple retailers
  - Figure 37: Repertoire of retailers shopped – In-store and online, 2021
VMS Subscription Service Usage – Types and Barriers
- Subscription service back down after early pandemic boost
  - Figure 38: VMS subscription service usage, 2021
- Need to expand subscription bandwidth
  - Figure 39: VMS subscription service usage, by gender and age, 2021
- Retailers have the upper hand on automatic refills, yet…
  - Figure 40: Types of VMS subscription service usage, 2021
- …lots of opportunity to break through minimal barriers
  - Figure 41: Barriers to VMS subscription service usage, 2021
VMS Retail Drivers
- Low prices top of mind, but convenience not far behind
  - Figure 42: VMS retail drivers, 2021
- Natural/specialty shoppers less focused on price, more on service
  - Figure 43: VMS retail drivers, by total and by select retailers shopped for VMS, 2021
Attitudes toward VMS Shopping
- Lots of room to maneuver when vying for consumer loyalty
  - Figure 44: Attitudes toward VMS shopping, 2021
- Be aware of increasing threat of private label products
  - Figure 45: Attitudes toward VMS shopping – Brand opinions, by age, 2021
- Younger generations show stronger variations in online shopping
  - Figure 46: Attitudes toward VMS shopping – Online shopping habit comparison, by generation, 2021
- Supplement users more prone to variations in online shopping
  - Figure 47: Attitudes toward VMS shopping – Online shopping habit comparison, by VMS types used, 2021
Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
- - Figure 48: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2016-26
  - Figure 49: Total US sales and fan chart forecast of vitamins, at current prices, 2016-26
  - Figure 50: Total US retail sales and forecast of vitamins, at current prices, 2016-26
  - Figure 51: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2016-26
- - Figure 52: Total US sales and fan chart forecast of minerals, at current prices, 2016-26
  - Figure 53: Total US retail sales and forecast of minerals, at current prices, 2016-26
  - Figure 54: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2016-26
  - Figure 55: Total US sales and fan chart forecast of supplements, at current prices, 2016-26
- - Figure 56: Total US retail sales and forecast of supplements, at current prices, 2016-26
  - Figure 57: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2016-26
  - Figure 58: Sales of vitamins, minerals and supplements, by segment, at current prices, 2016-26

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The US Vitamins, Minerals and Supplements Shopper Market Report 2021

Report Summary

Current Market Landscape for the VMS Shopper

Quickly understand

Covered in this report

Expert analysis from a specialist in the field

Table of Contents

Overview

Executive Summary

The Market – Key Takeaways

Market Size and Forecast

Segment Performance

Market Perspective

Companies and Brands – Key Takeaways

Market Share

Competitive Strategies

Market Opportunities

The Consumer – Key Takeaways

VMS Shopping Methods

VMS Pre-Purchase Process

Retailers Shopped: In-store and Online

VMS Subscription Service Usage – Types and Barriers

VMS Retail Drivers

Attitudes toward VMS Shopping

Appendix – Data Sources and Abbreviations

Appendix – The Market

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