Description

“The vitamins, minerals and supplements market will continue to grow despite the economic downturn, due to strong associations in supporting specific areas of wellness, particularly ones trending in the time of COVID-19. While multivitamins continue to show highest usage, consumer demand for more targeted benefits beyond overall wellness continues to influence trends in both ingredients and formats. The current surge in sales of immunity products is further evidence that many consumers rely on the VMS category for security and wellbeing in uncertain times.”
– Karen Formanski, Health and Nutrition Analyst

Key issues covered in this Report

  • Fears of COVID-19 exposure have helped boost an already growing VMS market, due in no small part to products that claim to support a healthy immune system.
  • Although immune health has become a top priority during the pandemic, brands should not forget about other targeted solutions that consumers are demanding.
  • Brands featuring trending ingredients should take advantage of this time in the spotlight and introduce engaged VMS consumers to new products.
  • Stress relief is likely to gain popularity as a benefit, especially for busy moms, as the pandemic and recession continue.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  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, September 2020
    • Opportunities and Challenges
    • Immune health can draw in nonusers
      • Figure 3: Immune system health concerns, by number of VMS products used, May 2020
    • Immune health concerns linked to desire for lifestyle support
      • Figure 4: Worried about outbreak affecting lifestyle, by increased immune health concern, May 2020
    • Plant-based products can attract people struggling to achieve nutrition ambitions
      • Figure 5: Would like to see more plant-based VMS products, by select opinions on VMS products, functional foods/drinks, May 2020
    • The search for more affordable products challenges brand loyalty
      • Figure 6: Select attitudes toward VMS products, by number of VMS products used, May 2020
    • Lack of trust an issue among nonusers
      • Figure 7: Trust in contents of VMS products, by number of VMS products used, 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 supported by health associations
    • Probiotics benefit from immunity associations
  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
    • Herbal supplements home in on trending demands
      • Figure 13: Sales of herbal supplements, 2008-20
  6. Market Factors

    • Affordability an even greater concern during the recession
      • Figure 15: Consumer confidence and unemployment, 2000-April 2020
    • Some supplements crossing the line with COVID-19 claims
  7. Market Opportunities

    • Trending food claim can boost VMS image
      • Figure 16: VMS product launches with vegan claims, 2015-19
      • Figure 17: Vegan VMS product examples
    • Probiotics gain new momentum due to immunity connection
      • Figure 18: Probiotics with immunity claims
    • Beauty supplements a booming business
      • Figure 19: Beauty supplement examples
    • If you can’t beat ‘em, acquire ‘em
  8. Companies and Brands – Key Takeaways

    • Major players push back in vitamin space
    • Probiotics get a boost during COVID-19
    • Consumers seek a mightier multivitamin
  9. Market Share

    • Major players see sales gains after year of slight decline
      • Figure 20: US multi-outlet sales of vitamins and minerals/supplements, by leading companies, rolling 52 weeks 2019 and 2020
    • Leading probiotic brands seeing ups and downs
      • Figure 21: US multi-outlet sales of minerals and supplements, by select probiotic brands, rolling 52 weeks 2019 and 2020
  10. Competitive Strategies

    • VMS positioned as simple solution for busy people
    • Creating a mightier multi
      • Figure 22: Multivitamins with added benefits
    • Drink enhancers are a format worth considering
      • Figure 23: Drink enhancer product examples
  11. The Consumer – Key Takeaways

    • The majority of adults rely on VMS products to ensure wellness
    • Immunity becomes top priority amidst pandemic worries
    • Mission-driven, community-focused brands should seize the moment
    • Younger adults more open to swapping wellness solutions
    • Plant-based supplements stand in for plants
  12. VMS Usage Motivations

    • VMS products seen as tool to manage overall health
      • Figure 24: VMS usage motivations, May 2020
    • Motivations shift with gender and age
      • Figure 25: Select VMS usage motivations, by gender and age, May 2020
    • More children lead to more precautions
      • Figure 26: VMS usage motivations, by number of children in household, May 2020
  13. Desired VMS Benefits

    • Immune health takes the lead amidst pandemic worries
      • Figure 27: Ideal supplement benefits, July 2019 and May 2020
      • Figure 28: Mintel Global Trend Driver – Wellbeing
    • Most VMS consumers desire multiple supplement benefits
      • Figure 29: Repertoire of desired supplement benefits, July 2019 and May 2020
    • Moms seeking mental health support
      • Figure 30: Desired supplement benefits – stress/anxiety relief and improved mood, by parental status, May 2020
    • Women driven by beauty, digestive support
      • Figure 31: Desired supplement benefits – improves digestion and supports beauty/skin health, by gender and age, May 2020
  14. Immune Health Concerns

    • COVID-19 raises concerns over immune health
      • Figure 32: Immune system health concerns, May 2020
    • Immune support can be gateway to other trending products
      • Figure 33: Interest in VMS trends, by increased immune system health concerns, May 2020
  15. VMS Brand Values

    • Heavy users are seeking lifestyle support
      • Figure 34: Influenced by brand lifestyle support, by number of VMS products used, May 2020
    • Heavy users more in tune with social mission
      • Figure 35: Influenced by brand values, by number of VMS products used, May 2020
      • Figure 36: Mintel Global Trend Driver – Identity
    • Younger adults most persuaded by social mission
      • Figure 37: Influenced by brand values, by age, May 2020
  16. VMS vs OTC/Prescription Medication Experience

    • Symptom relief not high among VMS consumers
      • Figure 38: Consumer experience with VMS products vs OTC and prescription medication, May 2020
    • Younger adults more likely to swap wellness solutions
      • Figure 39: Consumer experience with VMS products vs OTC and prescription medication, by age, May 2020
  17. Attitudes Toward VMS Products

    • Plant-based VMS products can help satisfy food-based aspirations
      • Figure 40: Select opinions on VMS products, functional foods/drinks and plant-based options, May 2020
      • Figure 41: Would like to see more plant-based VMS products, by select opinions on VMS products, functional foods/drinks, May 2020
    • Heavy VMS users more prone to keep up on trends…
      • Figure 42: I like to stay up on the latest VMS trends, by number of VMS products used, May 2020
    • …but also to shop around
      • Figure 43: Select attitudes toward VMS products, by number of VMS products used, May 2020
    • Some nonusers just don’t trust VMS products
      • Figure 44: Trust in contents of VMS products, by number of VMS products used, May 2020
    • Men in midlife rely on VMS products for physical stamina
      • Figure 45: Supplements are necessary to improve my physical performance, by gender and age, May 2020
  18. Appendix – Data Sources and Abbreviations

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

      • Figure 46: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2015-25
      • Figure 47: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2015-25
      • Figure 48: Total US retail sales and forecast of vitamins, at current prices, 2015-25
      • Figure 49: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2015-25
      • Figure 50: Total US retail sales and forecast of minerals, at current prices, 2015-25
      • Figure 51: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2015-25
      • Figure 52: Total US retail sales and forecast of supplements, at current prices, 2015-25
      • Figure 53: Total US retail sales and forecast of supplements, at inflation-adjusted prices, 2015-25
      • Figure 54: Total US retail sales of vitamins, minerals and supplements, by channel, at current prices, 2015-20

About the report

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