US Vitamins, Minerals and Supplements market report
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Providing the most comprehensive and up-to-date information and analysis of the Vitamins, Minerals and Supplements market, and the behaviours, preferences and habits of the consumer.
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Covered in this report
This report includes nonprescription, OTC (over-the-counter) VMS 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 (such as vitamin C tablets)
- Minerals such as 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; and herbs/botanicals, such as echinacea and St. John’s wort
Excluded: Homeopathic products; prescription vitamins, and vitamin-enhanced/enriched food products (eg orange juice enriched or enhanced with calcium, energy drinks enhanced with vitamins, nutritional bars). Sales of vitamins, minerals, and supplements through network (multilevel) marketers are also excluded.
What you need to know
The pace of growth for the VMS (vitamins, minerals, and supplements) market remains steady, as sales are estimated to increase by 5.1% in 2018, reaching $24.5 billion. Yet consumer emphasis on value and lack of product understanding are a challenge to the category. To best position themselves, category players should emphasize specific product benefits, increase online presence, and target trending health topics to drive growth.
Expert analysis from a specialist in the field
Written by Marissa Gilbert, a leading analyst in the Health & Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The pace of growth for the VMS (vitamins, minerals, and supplements) market remains steady, as sales are estimated to increase by 5.1% in 2018, reaching $24.5 billion. Yet consumer emphasis on value and lack of product understanding are a challenge to the category. To best position themselves, category players should emphasize specific product benefits, increase online presence, and target trending health topics to drive growth.
Marissa Gilbert
Associate Director - Health & Wellness
Vitamins, Minerals and Supplements - US - September 2018
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- Consumer Attitudes and Behaviour
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Table of contents
Overview
- What you need to know
- Definition
- What you need to know
Executive Summary
- Overview
- VMS market growth remains steady
- Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2013-23
- The issues
- Prior experience is the strongest influencer among key consumers
- Figure 2: Previously used brand as purchase influencer, by age, June 2018
- Value-driven young adults are the future of the market
- Figure 3: Agree - usually buy store brand, by age, June 2018
- Medical professionals lack engagement in VMS market
- Figure 4: Agree - would be helpful if doctor recommended specific brands of VMS, by age, June 2018
- The opportunities
- Focus on functional benefits; stay current with health trends
- Figure 5: Reasons for taking a vitamin, mineral, or supplement, June 2018
- Deliver on short-term benefits to appeal to young adults
- Figure 6: Select reasons for taking a vitamin, mineral, or supplement, by age, June 2018
- Consumers want guidance
- Figure 7: Important to describe benefits for taking specific VMS, by age, June 2018
- Brand messaging should be more inclusive
- Figure 8: Select important product factors, by total and Black, non-Hispanic, June 2018
- What it means
- Overview
The Market – What You Need to Know
- Steady growth will persist
- All segments growing, supplements post largest gains
- Functional food and drinks impede on need for OTC VMS
- High consumer confidence a positive indicator
- Sleep issues lend themselves to VMS opportunities
- Take into account growing US diversity
- Steady growth will persist
Market Size and Forecast
- VMS market growth remains steady
- Figure 9: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2013-23
- Figure 10: Total US retail sales and forecast of vitamins, minerals, and supplements, at current prices, 2013-23
- VMS market growth remains steady
Market Breakdown
- All segments post gains
- Figure 11: Total US retail sales and forecast of vitamins, minerals, and supplements, by segment, at current prices, 2013-23
- All segments post gains
Market Perspective
- Functional food and drinks impede on need for OTC VMS
- Functional food and drinks impede on need for OTC VMS
Market Factors
- Sustained high consumer confidence a positive indicator
- Figure 12: Consumer sentiment index, January 2007-April 2018
- Sleep issues are prevalent; impact energy levels
- Figure 13: Internal sleep aid usage and interest, December 2016
- Multicultural consumer growth highlights the need for varied approaches
- Figure 14: Population by race and Hispanic origin, 2013-23
- Sustained high consumer confidence a positive indicator
Key Players – What You Need to Know
- Free-from claims grow along with brands targeting digestive, mental, and eye health
- Private label is making inroads
- Crowded market and changing children’s trends challenge brands
- Beauty, brains, and getting up in the morning
- Free-from claims grow along with brands targeting digestive, mental, and eye health
What’s In?
- Free-from claims on the rise
- Figure 15: Vitamins and dietary supplements launches with a “free from” claim, rolling years September 2013-August 2018
- Seeking digestive balance
- Figure 16: Total US Sales growth and forecast of probiotics, at current prices, 2012-21(est)
- Treating mental health by relieving stress
- Supplementing eye health
- Private label making gains, yet needs to continue to be nimble
- Figure 17: Agree - usually buy store brand, by age, June 2018
- Free-from claims on the rise
What’s Struggling?
- How to stand out in a jam-packed market
- Mainstay kid brands struggle in the face of natural preferences
- Figure 18: Multi-outlet sales of select kid focused vitamins, rolling 52 weeks 2017 and 2018
- How to stand out in a jam-packed market
What’s Next?
- Beauty trend spotlight: collagen supplements
- Give the brain a natural boost
- Figure 19: Awareness of nootropic cognitive supplements, June 2018
- Help consumers rise and shine; and also establish a VMS routine
- Innovation spotlight
- Updating the delivery system
- At home tests determine optimal VMS mix
- Beauty trend spotlight: collagen supplements
The Consumer – What You Need to Know
- VMS use is established
- VMS fill in the wellness gaps for the majority, specific benefits appeal
- Previous experience drives purchases
- An online presence is essential for VMS brands
- Guidance wanted, premium quality required, customization for the young
- Solid interest in doctor direction, mental health, and beauty benefits
- VMS use is established
Product Usage
- Use is prevalent
- Figure 20: Usage of vitamins, minerals, and supplements, June 2018
- A person’s age is linked to their VMS usage
- Figure 21: Usage of select vitamins, minerals, and supplements, by age, June 2018
- Young women are pursuing a beauty boost
- Figure 22: Usage of beauty supplements, by gender and age, June 2018
- Use is prevalent
Reasons for Use
- Covering the general health bases is a given; focus on the differentiators
- Figure 23: Reasons for taking a vitamin, mineral, or supplement, June 2018
- Younger adults want specific, short-term benefits
- Figure 24: Select reasons for taking a vitamin, mineral, or supplement, by age, June 2018
- Dads are looking for peace of mind, but also defined boosts
- Figure 25: Select reasons for taking a vitamin, mineral, or supplement, by parental status, June 2018
- Deliver on functional benefits for Black and Hispanic consumers
- Figure 26: Select reasons for taking a vitamin, mineral, or supplement, by race and Hispanic origin, June 2018
- Covering the general health bases is a given; focus on the differentiators
Brand Purchase Influencers
- Tried and true is the strongest influencer
- Figure 27: Brand purchase influencers, June 2018
- Older adults stick with what’s familiar; younger adults want guidance
- Figure 28: Select brand purchase influencers, by age, June 2018
- Young adults seek natural options
- Figure 29: Brand purchase influencer - natural brand, by age, June 2018
- Asian adults drawn to a sale
- Figure 30: Sale influence purchasing of specific brand, by race and Hispanic origin, June 2018
- Tried and true is the strongest influencer
Online Information Sources
- An online presence is essential for VMS brands
- Figure 31: Online information sources, June 2018
- Young adults are online savvy; WebMD is the age equalizer
- Figure 32: Online information sources, by age, June 2018
- Connect with Hispanic consumers through social media
- Figure 33: Use of social media to learn about VMS, by race and Hispanic origin, June 2018
- An online presence is essential for VMS brands
Important Product Factors
- Guidance wanted, premium quality required
- Figure 34: Important product factors, June 2018
- Young adults demand more (but at a value price)
- Figure 35: Select important product factors, by age, June 2018
- Customization preferences decrease with age
- Figure 36: Importance of customized and subscription service features, by age, June 2018
- Benefits and customization reach Black consumers
- Figure 37: Select important product factors, by total and Black, non-Hispanic, June 2018
- Guidance wanted, premium quality required
Trend Perceptions
- Personal medical endorsement desired
- Figure 38: Agree - would be helpful if doctor recommended specific brands of VMS, by age, June 2018
- Interest in supplements to enhance mental health is strong
- Figure 39: Agree - interest in supplements for mental health, by age, June 2018
- Drop the “beauty” and focus on specific appearance benefits
- Figure 40: Interest in beauty-related supplements, June 2018
- Don’t forget about (young) men
- Figure 41: Agree - interest in beauty related supplements, by gender and age, June 2018
- Personal medical endorsement desired
Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Data sources
Appendix – The Market
- Figure 42: Total US retail sales and forecast of vitamins, minerals, and supplements, at inflation-adjusted prices, 2013-23
- Figure 43: Total US retail sales and forecast of vitamins, minerals, and supplements, by segment, at current prices, 2013-23
- Figure 44: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2016 and 2018
Appendix – Key Players
- Figure 45: Multi-outlet sales of vitamins and minerals, by leading companies, rolling 52 weeks 2017 and 2018
- Figure 46: Multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 47: Multi-outlet sales of minerals, by leading companies and brands, rolling 52 weeks 2017 and 2018
Appendix – The Consumer
- Figure 48: TURF Analysis – Important product factors, June 2018
- Figure 49: Table – TURF Analysis – Important product features, June 2018
- Methodology