Description

“The supplements segment leads the way for continued growth of the vitamins, minerals and supplements market, surpassing vitamins in overall market sales in recent years. Supplements can play in the wellness space more so than vitamins and minerals on their own, with seemingly limitless opportunities for combining functional ingredients offering an array of benefits. Supplements are also well situated as natural alternatives to OTC medications, and used for addressing or preventing current concerns. Brands that can adapt to changing trends, and are transparent about the sourcing and effectiveness of their products, will stand out moving forward.”
– Karen Formanski, Health & Wellness Analyst

This report looks at the following areas:

  • Overall wellness is top consumer concern
  • Desire for multiple benefits drives product innovation
  • Varied degrees of personalization

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Top takeaways
          • Overall wellness is top consumer concern
            • Desire for multiple benefits drives product innovation
              • Varied degrees of personalization
                • Market overview
                  • Supplements support overall VMS market growth
                    • Figure 1: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2014-24
                  • Key trends
                    • Desire for overall wellness encourages market growth
                      • Figure 2: Desired benefits for ideal supplement, July 2019
                    • In search of the magic pill
                      • Figure 3: Examples of supplements with multiple benefits
                    • Consumers aged 25-44 supporting growth of supplement market
                      • Figure 4: Usage of any supplement, by age, July 2019
                    • Plant-based alternatives are on the rise
                      • Figure 5: Impact of plant-derived and vegan ingredient claims on purchasing vitamins, minerals and supplements, by age, July 2019
                    • Many degrees of personalization
                      • Figure 6: Attitudes toward personalized supplements, July 2019
                    • What it means/what’s next
                    • The Market – What You Need to Know

                      • VMS market continues to grow at steady pace
                        • Supplements leading VMS segment, show no sign of stopping
                          • Strength of segment rooted in variety of benefits offered
                            • Desire for general wellbeing sustains the segment
                              • Functional foods and drinks main competition for supplements
                                • Vitamins are gateway, but supplements have most sales potential
                                • Market Size and Forecast

                                  • Supplements support overall VMS market growth
                                    • Figure 7: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2014-24
                                    • Figure 8: Total US retail sales and forecast of vitamins, minerals and supplements, at current prices, 2014-24
                                • Market Breakdown

                                  • Supplements leading VMS segment, show no sign of stopping
                                    • Figure 9: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2014-24
                                  • Vitamins are gateway, but supplements have most sales potential
                                    • Figure 10: Usage of any vitamin, mineral or supplement, July 2019
                                  • Strength of segment based in variety of products offered
                                    • Figure 11: US sales of probiotics, fish oil, plant oil and digestive enzyme supplements, 2002-22
                                    • Figure 12: US sales of melatonin supplements, 2002-22
                                    • Figure 13: US sales of single and combination herbal/botanical supplements, 20012-22
                                • Market Perspective

                                  • If you can’t beat them, join them
                                    • Figure 14: Functional foods are more nutritious than dietary supplements, by age, July 2019
                                    • Figure 15: Examples of functional foods made by supplement brands
                                • Market Factors

                                  • Penchant for natural on the rise
                                    • Figure 16: Impact of ingredient claims on purchasing vitamins, minerals and supplements, July 2019
                                • Key Players – What You Need to Know

                                  • Smaller brands taking market share from mainstay players
                                    • Immune boosters are in demand
                                      • CBD market growing, but regulation remains murky
                                        • Probiotics remain on top, but future growth is uncertain
                                          • Adaptogenic supplements appeal to desire for balance, overall wellbeing
                                            • Plant-based on the rise
                                            • Company and Brand Sales of Vitamins, Minerals and Supplements

                                              • Smaller brands taking market share from mainstay players
                                                • Figure 17: Multi-outlet sales of minerals and supplements, by brand type, rolling 52 weeks 2018 and 2019
                                              • Private label brands expand supplement offerings
                                              • What’s Working

                                                • Immune boosters are in demand
                                                    • Figure 18: Examples of immune boosting supplements
                                                  • Stack on the benefits, and diversify formats
                                                    • Figure 19: Examples of Emergen-C immune boosting products with added benefits
                                                    • Figure 20: Preferred formats for vitamins, minerals and supplements, by age, July 2019
                                                  • CBD market growing, but regulation remains murky
                                                    • Figure 21: Hemp CBD sales and growth, 2017-22
                                                • What’s Struggling

                                                  • Probiotics remain on top, but outside market competition is growing fast
                                                      • Figure 22: Probiotics with added benefits, examples
                                                  • What to Watch

                                                    • Adaptogenic supplements appeal to desire for balance, overall wellbeing
                                                      • Figure 23: Use or interest in select adaptogenic supplements, by gender and age, July 2019
                                                    • Plant-based is in demand
                                                      • Figure 24: Impact of select ingredient claims on purchasing vitamins, minerals and supplements, by age, July 2019
                                                      • Figure 25: Use of or interest in collagen supplements, gender and age, July 2019
                                                      • Figure 26: Usage of omega supplements, by age, July 2019
                                                  • The Consumer – What You Need to Know

                                                    • Digestion, sleep are reflected in consumer preferences
                                                      • Younger consumers show highest overall usage
                                                        • Overall, Hispanic consumers more likely to take supplements
                                                          • Plant-based a viable option for omega-3 and protein supplements
                                                            • Superfoods, adaptogens have big potential
                                                              • General wellness most sought, but multiple benefits desired
                                                                • Personalized options desired across VMS segments
                                                                  • Majority of consumers believe in CBD
                                                                  • Supplement Usage

                                                                    • Strength of segment lies in diversity of options
                                                                      • Figure 27: Usage of select leading dietary supplements, July 2019
                                                                    • Younger consumers drive the supplement market
                                                                      • Figure 28: Usage of any supplement, by age, July 2019
                                                                      • Figure 29: Repertoire of supplement usage, by age, July 2019
                                                                    • Probiotics show staying power
                                                                      • Figure 30: Usage of probiotic supplements, by age and gender, July 2019
                                                                    • Melatonin offers benefits beyond improved sleep
                                                                      • Figure 31: Usage of melatonin, by age and gender, July 2019
                                                                    • Plant-based viable option for omega-3 and protein
                                                                      • Figure 32: Current usage of Omega and protein supplements, by age, July 2019
                                                                    • Highlight herbal supplements to support immune health
                                                                      • Figure 33: Usage of herbal supplements, by age, July 2019
                                                                    • CoQ10 has a niche; glucosamine/chondroitin could face competition
                                                                      • Figure 34: Usage of CoQ10 and glucosamine/chondroitin, by age and gender, July 2019
                                                                    • Hispanic consumers offer opportunities for loyalty
                                                                      • Figure 35: Usage of any supplement, by Hispanic origin, July 2019
                                                                  • Other Supplements of Interest

                                                                    • Interest in niche supplements bodes well for the market
                                                                      • Figure 36: Use of or interest in other supplements, July 2019
                                                                    • Superfoods can stand out with local and sustainability initiatives
                                                                      • Future looks bright for adaptogens
                                                                        • Figure 37: Use of or interest in select adaptogenic supplements, by gender and age, July 2019
                                                                      • Hemp acceptance on the rise
                                                                        • Figure 38: Use of or interest in hemp oil supplements, by age, July 2019
                                                                      • More than one way (and reason) to boost your collagen
                                                                          • Figure 39: Use of or interest in collagen supplements, gender and age, July 2019
                                                                      • Ideal Supplement Benefits

                                                                        • General wellness most sought, but multiple benefits desired
                                                                          • Figure 40: Desired benefits for ideal supplement, July 2019
                                                                        • Consumers are looking for a magic pill
                                                                          • Figure 41: Repertoire of desired benefits for ideal supplement, July 2019
                                                                        • Ideal benefits shift with age
                                                                          • Figure 42: Select desired benefits for ideal supplement, by age, July 2019
                                                                          • Figure 43: Desired benefits for ideal supplement, by age, July 2019
                                                                      • Attitudes toward Supplements

                                                                        • Personalized options in high demand
                                                                          • Figure 44: Attitudes toward personalized supplements, July 2019
                                                                          • Figure 45: DNA test can determine the supplements I should be taking, by number of supplements used, July 2019
                                                                        • Majority believe in effectiveness of supplements
                                                                          • Figure 46: Select attitudes on dietary supplements, July 2019
                                                                        • Whole-foods-based supplements offer compromise
                                                                          • Figure 47: Select attitudes on food and dietary supplements, July 2019
                                                                        • CBD going mainstream
                                                                          • Figure 48: Hemp-derived cbd supplements have health benefits, by age, July 2019
                                                                          • Figure 49: Hemp-derived cbd supplements have health benefits, by total and consumers with select desired benefits for ideal supplement, July 2019
                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                      • Figure 50: Total US retail sales of vitamins, minerals and supplements, by segment, at current prices, 2017 and 2019
                                                                                      • Figure 51: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2014-24
                                                                                      • Figure 52: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2014-24
                                                                                      • Figure 53: Total US retail sales and forecast of supplements, at current prices, 2014-24
                                                                                      • Figure 54: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2014-24
                                                                                      • Figure 55: Total US sales and fan chart forecast of supplements, at current prices, 2014-24
                                                                                  • Appendix – Key Players

                                                                                      • Figure 56: Multi-outlet sales of vitamins, minerals and supplements by leading companies, rolling 52 weeks 2018 and 2019
                                                                                      • Figure 57: Multi-outlet sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                      • Figure 58: Multi-outlet sales of select hemp/cbd brands, rolling 52 weeks 2018 and 2019
                                                                                  • Appendix – The Consumer

                                                                                      • Figure 59: Current supplement usage, by age, July 2019
                                                                                      • Figure 60: Repertoire of supplement usage, July 2019
                                                                                    • Ideal supplement benefits (includes supports general wellness)
                                                                                      • Figure 61: TURF Analysis – ideal supplement benefits (includes supports general wellness), July 2019
                                                                                      • Figure 62: Table – TURF Analysis – Ideal supplement benefits (includes supports general wellness), July 2019
                                                                                    • Ideal supplement benefits – excludes supports general wellness
                                                                                      • Figure 63: TURF Analysis – Ideal supplement benefits (excludes supports general wellness), July 2019
                                                                                      • Figure 64: Table – TURF Analysis – ideal supplement benefits (excludes supports general wellness), July 2019
                                                                                    • TURF Methodology

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