Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Vitamins, Minerals, and Supplements Consumer: Incl Impact of COVID-19 – US market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The vast majority of adults are currently taking a vitamin, mineral or supplement, supporting market growth which has remained steady for over a decade. Consumer reliance on VMS products and the propensity to take them daily bodes well for the ongoing growth of the market, even as the current economic downturn continues. Still, products with high-quality ingredients at the lowest price point will be most attractive to current users as budgets tighten. Use of multivitamins continues to outpace other products in the category, thanks to their perceived contribution to overall wellness. However, supplements continue to see higher sales and more rapid growth than either vitamins or minerals, thanks in part to the targeted benefits offered by products in that segment.

Expert analysis from a specialist in the field

Written by Karen Formanski, 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.

Vitamins, minerals and supplements comprise a dynamic market that has seen consistent growth for over a decade. Dedicated VMS consumers consider these products to be a staple to their overall wellbeing, and most will budget for them despite economic hardships. Still, products with high-quality ingredients at the lowest price point will be most attractive as the recession continues, and some may make the switch to more affordable brands, like the widening assortment of private label options Karen Formanski
Health & Wellness Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
  2. Executive Summary

    • Top takeaways
    • Market overview: COVID-19 health concerns support market growth despite recession
      • Figure 1: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2015-25
    • Impact of COVID-19 on vitamins, minerals and supplements
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on vitamins, minerals and supplements, August 2020
    • Opportunities and Challenges
    • Immunity more important than ever
      • Figure 3: Reasons for taking immunity support, May 2020
    • Lack of awareness is a barrier for emerging supplements
      • Figure 4: Supplement familiarity and usage, May 2020
    • Younger men are a key target
      • Figure 5: Supplement familiarity and usage, by gender and age, May 2020
    • Brand loyalty can be challenged
      • Figure 6: Purchase drivers, May 2020
    • Private label gain sales amid increasing consumer acceptance
      • Figure 7: Store brand preference, by purchase drivers, May 2020
  3. The Market – Key Takeaways

    • COVID-19 health concerns boost already steady VMS market growth
    • VMS well-matched to support consumers’ wellbeing during health crisis
    • Supplements benefit from targeted solutions
    • VMS market will weather the economic storm
    • Format innovation is key for brand growth
  4. Market Size and Forecast

    • COVID-19 health concerns support VMS market growth despite recession
      • Figure 8: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2015-25
      • Figure 9: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2015-25
    • Impact of COVID-19 on vitamins, minerals and supplements
      • Figure 10: Short-, medium- and long-term impact of COVID-19 on vitamins, minerals and supplements, August 2020
    • Lockdown
    • Re-emergence
    • Recovery
    • COVID-19: US context
    • Learnings from the last recession
      • Figure 11: Consumer confidence and unemployment, 2000-April 2020
  5. Segment Performance

    • Despite high use of multivitamins, supplements drive market growth
      • Figure 12: Total US retail sales of vitamins, minerals and supplements, by segment, at current prices, 2018 and 2020
  6. Market Factors

    • VMS products increase in importance during pandemic
      • Figure 13: GDP change from previous period, Q1 2007-Q1 2020
      • Figure 14: Purchase behaviors since the start of 2020, May 2020
    • Older adults are a key demographic
      • Figure 15: Population aged 18 or older, by age, 2015-25
    • The VMS market is a family affair
      • Figure 16: Product usage, by parental status and gender, May 2020
  7. Market Opportunities

    • Format innovation can help brands stand out in the crowd
      • Figure 17: New format examples from leading VMS brands
    • Immune support, stress relief offer consumers support in uncertain times
      • Figure 18: Mintel Global Trend Driver – Wellbeing
      • Figure 19: Immune support examples
      • Figure 20: Stress relief examples
    • Online presence increasingly important for VMS brands
      • Figure 21: Total US retail sales of vitamins, minerals and supplements, by channel, at current prices, 2015-20
  8. Companies and Brands – Key Takeaways

    • Major players push back in vitamin space
    • Supplements more susceptible to store brand competition
    • Brands should be aware of need for format innovation
  9. Market Share

    • Major players see sales gains after year of slight decline
      • Figure 22: US multi-outlet sales of vitamins and minerals/supplements, by leading companies, rolling 52 weeks 2019 and 2020
    • Major players push back against newcomers in vitamin segment
      • Figure 23: US multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2019 and 2020
    • “Other” brands bring competition to minerals and supplements segment
      • Figure 24: US multi-outlet sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2019 and 2020
  10. Competitive Strategies

    • Private label brands continue to gain sales
      • Figure 25: Private label vitamin, mineral and supplement examples
    • Leading multivitamin brands face increased competition from innovative smaller players
      • Figure 26: Multivitamin examples
  11. The Consumer – Key Takeaways

    • VMS usage remains strong
    • Families are stocking up on VMS essentials
    • Immunity support grows in importance
    • Supplement users are dedicated; non-users lack interest
    • Quality and affordability rank over brand loyalty
    • Store brands are poised to grow following COVID-19
  12. The Vitamins, Minerals and Supplements Consumer

    • VMS products remain essential through COVID-19 pandemic
    • Store brand products will gain relevance with consumers
    • The pandemic has amplified aspects of consumer wellness
  13. Product Usage and Frequency

    • Vitamins remain the foundation of the VMS market
      • Figure 27: Product usage, May 2020
    • Older adults subscribe to preventive health
      • Figure 28: Product usage, by age, May 2020
    • Parents have a natural entrance into the VMS market
      • Figure 29: Product usage, by parental status and gender, May 2020
    • VMS consumers are dedicated and consistent
      • Figure 30: Product usage frequency, May 2020
  14. Changes in Purchasing VMS Products

    • Adults are stocking up on wellness essentials
      • Figure 31: Purchase behaviors since the start of 2020, May 2020
    • Family needs support VMS purchases through an economizing mindset
      • Figure 32: Ailments experienced in the past 12 months, by various demographics, January 2020
      • Figure 33: Purchase behaviors since the start of 2020, by number of children under 18 in the household, May 2020
  15. Purchase of Immunity Support Products

    • Immunity benefits grow in importance due to health safety concerns
      • Figure 34: Immunity support purchasing since the start of 2020, May 2020
    • As adults age, immunity needs change
    • Maturing adults want immunity benefits
    • Aging adults seek solutions for deficiency
      • Figure 35: Immunity support purchasing since the start of 2020, by age, May 2020
    • Prevention messaging resonates with consumers
      • Figure 36: Vitamins currently taken, July 2019
      • Figure 37: Reasons for taking immunity support, May 2020
    • Younger age groups changed routines due to COVID-19
      • Figure 38: Reasons for taking immunity support, by age, May 2020
  16. Supplement Familiarity and Usage

    • Lack of interest is a significant barrier for the supplements segment
      • Figure 39: Supplement familiarity and usage, May 2020
    • Younger men are a key target for the supplement segment
      • Figure 40: Supplement familiarity and usage, by gender and age, May 2020
  17. Purchase Drivers

    • The conflict of quality and affordability
      • Figure 41: Purchase drivers, May 2020
    • Stock-up purchasing is motivated by quality and brand preference
      • Figure 42: Purchase behaviors since the start of 2020, by purchase drivers, May 2020
  18. Name Brand and Store Brand Preferences

    • Brand loyalty can be challenged
      • Figure 43: General brand preferences, May 2020
    • Older Hispanics garner strong brand preferences
      • Figure 44: General brand preferences, by age and Hispanic origin, May 2020
    • Consumers acknowledge it is a compromise to buy store brand
      • Figure 45: Store brand preference, May 2020
    • Price-conscious consumers will support store brand purchasing
      • Figure 46: Store brand preference, by purchase drivers, May 2020
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  20. Appendix – The Market

      • Figure 47: Select behavior changes due to COVID-19, by total and VMS users, May 2020
      • Figure 48: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2015-25
      • Figure 49: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2015-23
      • Figure 50: Total US retail sales and forecast of vitamins, at current prices, 2015-23
      • Figure 51: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2015-25
      • Figure 52: Total US retail sales and forecast of minerals, at current prices, 2015-25
      • Figure 53: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2015-25
      • Figure 54: Total US retail sales and forecast of supplements, at current prices, 2015-25
      • Figure 55: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2015-25
      • Figure 56: MULO sales of Mybite vitamins, rolling 52 weeks 2019 and 2020
      • Figure 57: US specialty supplements – Melatonin – all channels*, growth % 2015-20
      • Figure 58: US vitamins – multivitamins, vitamin C, vitamin D – all channels*, growth % 2015-20
      • Figure 59: US minerals – zinc and magnesium – all channels*, growth % 2015-20
      • Figure 60: US herbs and botanicals, growth % – all channels*, 2015-20

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us