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Vitamins and Minerals - US - September 2019

Covered in this report

This report includes nonprescription, OTC vitamins and minerals 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 (products that contain only one or two specific letter vitamins, such as vitamin C tablets)
  • Minerals such as supplements based on mineral ingredients (eg calcium, iron)

This report excludes homeopathic products, prescription vitamins and vitamin-enhanced/enriched food products (eg orange juice enriched or enhanced with calcium, energy drinks enhanced with vitamins or supplements, nutritional bars).

Sales of vitamins, minerals and supplements through network (multilevel) marketing and practitioners are also excluded.

While this report does include some dietary supplements data, supplements will be more comprehensively covered in Mintel’s Supplements – US, October 2019 Report.


"The vitamins and minerals market remains steady, with the majority of adults currently taking at least one vitamin or mineral. While younger consumers are driving demand for innovation and personalization, traditional formats and formulations continue to be important to overall market strength. However, a demand for natural, specifically whole food ingredients will continue to push brands to improve the quality of their offerings and to be transparent about ingredient content and sourcing."

– Karen Formanski, Health and Wellness Analyst

This report examines the following issues:

  • Clearly defined functionality
  • Clean, natural ingredients in demand
  • Younger consumers want gummies
  • Majority of consumers still seek vitamins and minerals

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Top takeaways
          • Overview
            • VMS market continues to experience notable growth
              • Figure 1: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2014-24
            • Key trends
              • Clearly defined functionality
                • Figure 2: Examples of vitamins and minerals with defined functionality
              • Clean, natural ingredients in demand
                • Figure 3: Impact of ingredient claims on purchasing vitamins, minerals and supplements, July 2019
              • Younger consumers want gummies
                • Figure 4: Prefer gummy format for vitamins, minerals or supplements, by age, July 2019
                • Figure 5: Gummy vitamin examples
              • Majority of consumers still seek vitamins and minerals
                • Figure 6: Repertoire of vitamin and mineral usage, July 2019
              • What it means
              • The Market – What You Need to Know

                • VMS market growing at a solid steady pace
                  • Consumers most likely to take vitamins
                    • Media reports influence consumers, thus sales of vitamins and minerals
                      • Consumers seek vitamins and minerals for wellbeing
                      • Market Size and Forecast

                        • VMS market continues to grow at steady pace
                          • 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

                        • All segments continue to show growth
                          • Figure 9: Total US retail sales of vitamins, minerals and supplements, by segment, at current prices, 2017 and 2019
                        • Vitamin and mineral sales follow reports of benefits and dangers
                            • Figure 10: Total US retail sales and forecast of vitamins, at current prices, 2014-24
                            • Figure 11: Total US retail sales and forecast of minerals, at current prices, 2014-24
                        • Market Factors

                          • Consumer focus on health bodes well for vitamin and mineral brands
                            • Figure 12: Select attitudes/opinions about vitamins and minerals, 2018
                          • Vitamins, particularly multivitamins, are familiar
                            • Figure 13: Usage of any vitamin, mineral or supplement, July 2019
                        • Key Players – What You Need to Know

                          • Smaller brands gaining market share
                            • Natural ingredients desired
                              • Younger adults want their gummies
                                • Lack of regulation is an ongoing issue
                                  • Personalization over one size fits all
                                    • New format blurring line between VMS and functional snacks
                                    • Company and Brand Sales of Vitamins, Minerals and Supplements

                                      • Smaller brands taking market share from mainstay players
                                        • Figure 14: Multi-outlet sales of vitamins, minerals and supplements by leading companies, rolling 52 weeks 2018 and 2019
                                        • Figure 15: Nature made original and updated product labels
                                        • Figure 16: Bausch & Lomb Ocuvite
                                    • What’s Working

                                      • Natural ingredients desired
                                        • Figure 17: Multi-outlet sales of Garden of Life, rolling 52 weeks 2018 and 2019
                                        • Figure 18: Garden of Life MyKind Organics product examples
                                      • Gummy formats attract younger consumers
                                        • Figure 19: Gummy as preferred format for vitamins, minerals and supplements, by age and gender, July 2019
                                        • Figure 20: Multi-outlet sales for Olly, by vitamins and minerals, rolling 52 weeks 2018 and 2019
                                    • What’s Struggling

                                      • Major players in vitamin market losing MULO sales and market share
                                        • Figure 21: Multi-outlet sales of vitamins, by select leading companies and brands with declining sales, rolling 52 weeks 2018 and 2019
                                      • Health gains from vitamins and minerals called into question
                                        • Figure 22: Food is the best source of vitamins and minerals, by age, July 2019
                                      • Lack of regulation an ongoing issue
                                          • Figure 23: Regulation opinions and knowledge, July 2019
                                      • What to Watch

                                        • Personalization over one size fits all
                                          • Figure 24: Interest in personalized multivitamins and DNA testing, by age, July 2019
                                        • Natural sourcing paves way for sustainability
                                          • Figure 25: MegaFood vitamin examples
                                        • Format blurring – Vitamin or tasty treat?
                                          • Figure 26: MyBite multivitamins
                                      • The Consumer – What You Need to Know

                                        • Most consumers take their vitamins
                                          • Calcium is the dominant mineral
                                            • Preservatives a top concern
                                              • Consumers seeking proof before purchase
                                                • Traditional formats remain top pick, for now
                                                  • Daily routine is important
                                                    • Parents most willing to pay a premium
                                                      • Growing demand for personalization
                                                      • Vitamin Usage

                                                        • Overall vitamin use remains high
                                                          • Figure 27: Usage of any vitamin, mineral or supplement, July 2019
                                                          • Figure 28: Vitamins currently taken, July 2019
                                                        • Vitamin usage high across age groups
                                                          • Figure 29: Current vitamin usage, by age, July 2019
                                                        • Age and gender determine vitamins of choice
                                                          • Figure 30: Select single-letter vitamin current usage, by gender and age, July 2019
                                                      • Mineral Usage

                                                        • Calcium drives mineral market
                                                          • Figure 31: Minerals currently taken, July 2019
                                                        • Minerals taken vary greatly by gender and age
                                                          • Figure 32: Mineral usage, by age and gender, July 2019
                                                      • Ingredient Claims Impact on Purchasing

                                                        • Penchant for natural on the rise
                                                          • Figure 33: Impact of ingredient claims on purchasing vitamins, minerals and supplements, July 2019
                                                        • Claims of concern mimic food and drink trends
                                                          • Figure 34: Impact of ingredient claims on purchasing vitamins, minerals and supplements, by age, July 2019
                                                        • Parents more prone to seek natural options
                                                          • Figure 35: Impact of ingredient claims on purchasing vitamins, minerals and supplements, by parental status, July 2019
                                                      • Label Claims Impact on Purchasing

                                                        • Consumers seeking reassurance before purchase
                                                          • Figure 36: Impact of label claims on purchasing vitamins, minerals and supplements, July 2019
                                                      • Regulation Awareness and Perceptions

                                                        • Trust could improve with regulation
                                                          • Figure 37: Regulation opinions and knowledge, July 2019
                                                      • Preferred Formats

                                                        • Traditional formats remain on top, for now
                                                          • Figure 38: Preferred formats for vitamins, minerals and supplements, July 2019
                                                        • Younger consumers drive demand for alternative formats
                                                          • Figure 39: Preferred formats for vitamins, minerals and supplements, by age, July 2019
                                                      • Vitamin and Mineral Regimens

                                                        • Daily routine is important to VMS users
                                                          • Figure 40: Ways of sticking to regimen, July 2019
                                                        • Younger adults could benefit from habit stacking to establish a routine
                                                          • Figure 41: Ways of sticking to regimen, by age, July 2019
                                                      • Attitudes toward Vitamins and Minerals

                                                        • Food sources are best, but vitamins and minerals offer convenience
                                                          • Figure 42: Food is the best source of vitamins and minerals, July 2019
                                                        • Brands need different tactics to gain loyalty
                                                          • Figure 43: Select attitudes toward vitamin and mineral brands, by age, July 2019
                                                        • Younger adults question health benefits of vitamins and minerals
                                                          • Figure 44: Taking vitamins and minerals won’t improve my health, by age, July 2019
                                                        • Growing demand for personalization
                                                            • Figure 45: Interest in personalized multivitamins, by age, July 2019
                                                          • Diving deeper into personalization via DNA
                                                            • Figure 46: A DNA test can help determine the vitamins and minerals I need, by age, July 2019
                                                          • Parents more willing to pay for whole food/premium ingredients
                                                            • Figure 47: Select attitudes toward vitamins and minerals, by parental status, 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 48: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2014-24
                                                                        • Figure 49: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2014-24
                                                                        • Figure 50: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2014-24
                                                                        • Figure 51: Total US sales and fan chart forecast of vitamins, at current prices, 2014-24
                                                                        • Figure 52: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2014-24
                                                                        • Figure 53: Total US sales and fan chart forecast of minerals, at current prices, 2014-24
                                                                    • Appendix – Key Players

                                                                        • Figure 54: Multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                        • Figure 55: Multi-outlet sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                        • Figure 56: Multi-outlet sales MyBite Vitamins, 52 weeks ending June 16, 2019
                                                                    • Appendix – The Consumer

                                                                      • Repertoire of vitamin usage
                                                                        • Figure 57: Repertoire of vitamin usage, July 2019
                                                                      • Repertoire of mineral usage
                                                                        • Figure 58: Repertoire of mineral usage, July 2019
                                                                      • TURF Methodology
                                                                        • TURF Analysis – Perception of ingredient claims
                                                                          • Figure 59: TURF Analysis – Ingredient claims perceptions, July 2019
                                                                        • TURF Analysis – Perception of clinical claims
                                                                          • Figure 60: TURF Analysis – Clinical claims perceptions, July 2019
                                                                        • TURF Analysis – Preferred formats
                                                                          • Figure 61: TURF Analysis – Preferred formats, July 2019

                                                                      Vitamins and Minerals - US - September 2019

                                                                      £3,435.47 (Excl.Tax)