Nutritional Supplements in the U.S., 4th Edition
Fears about the recession dampening the nutritional supplement business have not been realized. Indeed, if anything, the market appears to have benefited from the economic uncertainty, since supplements stack up well against expensive prescription medications and possibly preventable medical procedures, especially as healthcare costs continue to soar. Accordingly, consumers are turning to supplements as a more affordable way to stay healthy, and even cash-strapped consumers used to taking supplements have been reluctant to eliminate them from their lifestyle regimens. At the same time, older Americans are significantly more likely to integrate supplements into their daily lives, and as the massive Baby Boomer population ages the supplement industry continues to widen its customer base. With these favorable winds at its back, the market has progressed steadily from 5.5% annual growth in 2007 to 6.5% in 2008 to 7.5% in 2009, bringing U.S. retail sales to $9.4 billion in 2009.
This fully updated Packaged Facts report examines the U.S. market for nutritional supplements sold to consumers through the full retail spectrum, including vitamins, minerals, herbals, homeopathics and combination products. The report provides extensive retail sales breakouts, past and future, along with a thorough examination of market drivers, the competitive situation, marketer and brand shares, marketing trends, and consumer trends. Special features include a discussion of competition from nutraceutical foods and beverages based in part on Packaged Facts’ own consumer polling, and in-depth coverage of condition-specific products in myriad segments including joint, calcium, children’s, eye, energy, heart, men’s, women’s, brain, digestive and cosmetic.
Using SymphonyIRI Group data, the report quantifies sales and marketer/brand shares across four categories (General Supplements, Multivitamins, 1 & 2 Letter Vitamins, and Liquid Vitamins), while Experian Simmons national survey data for 2010 form the basis of a thorough examination of product and brand penetration levels, while also exploring consumer attitudes toward nutritional supplements vis-à-vis related trends such as preventive healthcare and healthy eating. The report also quantifies new product introductions using data from Datamonitor’s Product Launch Analytics service, details trends in private label, and pinpoints key competitive thrusts among myriad market players.
This fully updated Packaged Facts report examines the U.S. market for nutritional supplements sold to consumers through the full retail spectrum, including vitamins, minerals, herbals, homeopathics and combination products. The report provides extensive retail sales breakouts, past and future, along with a thorough examination of market drivers, the competitive situation, marketer and brand shares, marketing trends, and consumer trends. Special features include a discussion of competition from nutraceutical foods and beverages based in part on Packaged Facts’ own consumer polling, and in-depth coverage of condition-specific products in myriad segments including joint, calcium, children’s, eye, energy, heart, men’s, women’s, brain, digestive and cosmetic.
Using SymphonyIRI Group data, the report quantifies sales and marketer/brand shares across four categories (General Supplements, Multivitamins, 1 & 2 Letter Vitamins, and Liquid Vitamins), while Experian Simmons national survey data for 2010 form the basis of a thorough examination of product and brand penetration levels, while also exploring consumer attitudes toward nutritional supplements vis-à-vis related trends such as preventive healthcare and healthy eating. The report also quantifies new product introductions using data from Datamonitor’s Product Launch Analytics service, details trends in private label, and pinpoints key competitive thrusts among myriad market players.
Contents
CHAPTER 1: EXECUTIVE SUMMARYScope of Report
Terminology
Some Foodservice Crossover
Report Methodology
The Market
U.S. Retail Sales of Gourmet/Premium Foods and Beverages
Beverages the Largest Product Classification
Table 1-1: Share of U.S. Retail Sales of Gourmet/Premium Foods and Beverages: By Classification, 2009 (percent)
Supermarkets Lead Retail Market with 54% of Sales
The Economy and Its Impact
Dining Out Less, Cooking More
Consumer Trends
One in Five U.S. Consumers Seeks Out Gourmet Products
High Socioeconomic Status Characterizes Gourmets
Gourmet Foods Appeal to Younger Adults
An Ethnic Skew
Attitudes Toward Food and Cooking
Food Trends and Preferences
Thousands of Marketers, from Conglomerates to Artisans
An Industry Founded on Entrepreneurs
Joint Ventures and Licensing Offer Synergies
Kraft Foods, PepsiCo, Unilever Lead Marketers in 2009
More than 1,800 New Products Projected for 2010
The Gourmet/Natural Foods Synergy
Selling Health Benefits
Selling Convenience
Private-Label Products
Retail and Foodservice
Supermarkets vs. Foodservice: Blurring the Boundaries
Really Local Farms
Supermarkets Field Larger Experimental Gardens
Chef-Run Local Markets
Grocery Spending Patterns
Consumer Attitudes/Behavior Toward Shopping
Consumer Attitudes/Opinions Toward Foodservice
Consumers and Media
Internet Has Changed How Consumers Spend Free Time, Shop
Gourmet Consumers and Traditional Media
Making Use of Websites and Social Media
Food Show Sponsorships
Celebrity Spokespeople
CHAPTER 2: MARKET OVERVIEW
Scope of Report
Terminology
Some Foodservice Crossover
Report Methodology
Market Size and Growth
Sales Estimates Amorphous
U.S. Retail Sales of Gourmet/Premium Foods and Beverages
Table 2-1: U.S. Retail Sales of Gourmet/Premium Foods and Beverages, 2005-2014 (in millions of dollars)
Beverages the Largest Product Classification
Table 2-2: Share of U.S. Retail Sales of Gourmet/Premium Foods and Beverages: By Classification, 2009 (percent)
Supermarkets Lead Retail Market with 54% of Sales
Table 2-3: Share of U.S. Retail Sales of Gourmet/Premium Foods and Beverages: By Channel, 2009 (percent)
Seasonal Sales Vary by Product Category
Market Outlook
The Economy and Its Impact
Table 2-4: Household Income Levels: Gourmet Consumers vs. All Consumers, 2009 (percent)
Demographic Shifts: Youthful and Ethnic Consumers
Table 2-5: Demographic Snapshot of the U.S. Population as of July 1, 2008
The Restaurant Role
Fine-Dining Restaurants Hit by the Recession
Dining Out Less, Cooking More
A Food-Focused Culture
An Expanding Industry and Marketplace
The Global Palate
Overlap Between Natural and Gourmet/Premium Foods
New Dietary Guidelines Due by the End of 2010
Going Local
Artisan Foods
CHAPTER 3: CONSUMER TRENDS
Packaged Facts Proprietary Survey Methodology
One in Five Seeks Out Gourmet Products
Table 3-1: Percent of U.S. Adults Who Agree with the Statement “When Food Shopping, I Seek Out Gourmet Products,” May-June 2010
One in Five Often Buys Gourmet Products in Specialty, Gourmet, or Natural Food Stores
Table 3-2: Percent of U.S. Adults Who Agree with the Statement “I Often Buy Gourmet Products from Specialty, Gourmet or Natural Food Stores,” May-June 2010
30% Willing to Pay More for Gourmet Products
Table 3-3: Percent of U.S. Adults Who Agree with the Statement “I Am Willing to Pay More for Gourmet Food Products,” May-June 2010
One in Three Believes Premium Packaged Products Compare with Gourmet in Quality and Taste
Table 3-4: Percent of U.S. Adults Who Agree with the Statement “Premium Packaged Products in Supermarkets Are Comparable to ‘Gourmet’ Foods in Quality and Taste,” May-June 2010
Specialty Foods The Foundation of Food Gifting Despite Challenging Economy
Table 3-5: Percent of U.S. Adults Who Have Purchased or Received Specialty Food Gifts in the Last 12 Months, May-June 2010
Experian Simmons Consumer Survey Methodology
Almost One Out of Five Adults Are Gourmets
High Socioeconomic Status Characterizes Gourmets
Gourmet Foods Appeal to Younger Adults
An Ethnic Skew
Attitudes Toward Food and Cooking
Food and Nutrition Interests Extend Beyond Gourmet
Attitudes Toward Nutrition
Cheddar Cheese, Barilla Pasta The Most Widely Used Gourmet/Premium Products
Godiva Chocolate Tops Gourmet/Premium List by Gourmet Index
Table 3-6: Trended Number and Percentage of Gourmet Consumers, 2005-2009 (in millions)
Table 3-7: Indexes by Age Bracket: Gourmet Consumers vs. All Consumers, 2009
Table 3-8: Selected High-Index Demographics of Consumers Who Agree or Agree a Lot with the Statement “I Try to Eat Gourmet Food Whenever I Can, 2009 (U.S. adults)
Table 3-9: Demographic Overview of Consumers Who Agree with the Statement “I Try to Eat Gourmet Food Whenever I Can,” 2009 (percent, number and index of U.S. adults, any agree)
Table 3-10: Demographic Overview of Consumers Who Agree a Lot with the Statement “I Try to Eat Gourmet Food Whenever I Can,” 2009 (percent, number and index of U.S. adults)
Table 3-11: Consumer Attitudes/Opinions Toward Food and Cooking, 2009 (percent and index of U.S. adults)
Table 3-12: Consumer Attitudes/Opinions Toward Nutrition, 2009 (percent and index of U.S. adults)
Table 3-13: Leading Gourmet/Premium Products and Brands by Consumer Penetration, 2009 (percent of U.S. adults)
Table 3-14: Usage Rates for Selected Gourmet/Premium Brands and Products, 2009 (percent of U.S. adults)
Table 3-15: Leading Gourmet/Premium Branded Products by Gourmet Consumer Indexes, 2009 (U.S. adults)
Table 3-16: Brand and Product Indexes by Agreement with Statement: “I Try to Eat Gourmet Food Whenever I Can,” 2009 (index of U.S. adults)
Food and Retail Shopping Lifestyle Segmentations
Five Food Lifestyle Groups
Table 3-17: Food Lifestyle Segments: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Retail Shopping Segmentations
Table 3-18: Retail Shopping Segmentations: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Other Survey Findings
The NASFT Consumer Survey
The Martha Stewart Living Omnimedia Survey
CHAPTER 4: FOOD TRENDS AND PREFERENCES
Competitive Trends
Thousands of Marketers, from Conglomerates to Artisans
Food and Beverage Marketers
An Industry Founded on Entrepreneurs
Joint Ventures and Licensing Offer Synergies
Recent Mergers and Acquisitions
Kraft Foods, PepsiCo, Unilever Lead Marketers in 2009
Brand Performance: From Triple-Digit Advances to Double-Digit Declines
Table 4-1: Selected Gourmet/Premium Foods and Beverages by SymphonyIRI-Tracked Sales, 2009 (in millions of dollars)
New Product Introductions
More than 1,800 New Products Projected for 2010
Table 4-2: “Gourmet” and “Upscale” Claims on New Product Launches, 2005-2010 (number)
Foods Dominate New Product Launches
Table 4-3: Gourmet/Premium Product Launches: Foods vs. Beverages, 2005-2010 (number)
“Upscale” the Top Product Claim on All Foods and Beverages
Table 4-4: Top 10 Product Claims/Tags on All U.S. Food and Beverage Launches, 2005-2010 (number)
Top Claims on Gourmet/Premium Foods and Beverages: “Upscale” and “Natural”
Table 4-5: Top 20 Product Claims/Tags on Gourmet/Premium U.S. Food and Beverage Launches, 2005-2010 (number)
Chocolate Candy Leads Gourmet/Premium Food Launches
Table 4-6: Top 15 Categories for Gourmet/Premium Food Launches, 2005-2010 (number)
Tea Tops Gourmet/Premium Beverage Launches
Table 4-7: Top 10 Categories for Gourmet/Premium Beverage Launches, 2005-2010 (number)
Retailers Ahead of Marketers in Product Introductions
Table 4-8: Top 20 U.S. Marketers Launching Gourmet/Premium Foods and Beverages, 2005-2010 (number)
Marketing Trends
The Gourmet/Natural Foods Synergy
Table 4-9: Number of Gourmet/Premium Food and Beverage Launches: By Selected “Natural” Package Tags/Claims, 2008 vs. 2009
Selling Health Benefits
Table 4-10: Number of Gourmet/Premium Food and Beverage Launches: By Selected “Healthy” Package Tags/Claims, 2008 vs. 2009
Selling Convenience
Table 4-11: Number of Gourmet/Premium Food and Beverage Launches: By Selected “Convenience” Package Tags/Claims, 2008 vs. 2009
Private-Label Products
Table 4-12: Number of Private-Label Gourmet/Premium Food and Beverage Launches, 2005-2010
Artisan, Handmade, and Handcrafted Foods and Beverages
Table 4-13: Number of Artisan, Handmade and Handcrafted Gourmet/Premium Food and Beverage Launches, 2005-2010
Selected New Product Introductions
Frozen and Shelf-Stable Meals
Dairycase
Cheese: New Flavors and More Convenience
Yogurt: It’s All Greek to Me
Condiments, Sauces and Meal Starters: Innovation and Convenience
Fresh Foods
Fresh Deli Foods
Fresh Meat: Branding Meat with Celebrity Appeal
Fresh Fruits: It’s All About Unusual Colors
Fresh Vegetables: Artisanal Salads and Colorful, Flavorful Assortments
More Sophisticated Flavors Distinguish Gourmet/Premium Snacks
Confectionary and Desserts
Confections—Ice Cream Parlor Treats or Adults-Only Wine-Flavored
Cookies
Ice Cream and Frozen Desserts
Beverages
Coffee
Sodas: Handcrafted and All-Natural
Teas
CHAPTER 5: RETAIL AND FOODSERVICE
Trend Overview
Supermarkets vs. Foodservice: Blurring the Boundaries
Really Local Farms
Supermarkets Field Larger Experimental Gardens
Chef-Run Local Markets
What’s Hot, According to Chefs
Gastropubs and Pubs in Supermarkets
Tableside Service Personalizes the Dining Experience
Retail Channels
Types of Outlets
Supermarkets Lead Retail Market
Mass Merchandisers and Supercenters
Contest for National Warehouse Club Supremacy
Gourmet/Specialty Food Stores
Natural Food Stores
Convenience Stores
Express-Format Grocery Stores
Internet, Mail Order, and Subscriptions
Shopping and Foodservice Patterns
Experian Simmons Consumer Survey Findings
Grocery Spending Patterns
Table 5-1: Grocery Spending Patterns, 2009 (percent and index of U.S. adults)
Retail Shopping Patterns
Table 5-2: Retail Shopping Patterns: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Consumer Attitudes/Behavior Toward Shopping
Table 5-3: Attitudes/Behavior Toward Shopping: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Consumer Attitudes/Opinions Toward Foodservice
Table 5-4: Attitudes/Opinions Toward Foodservice: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Restaurant Usage Patterns
Table 5-5
Visits to Selected Restaurants in the Past Month: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
NASFT Consumer Survey
CHAPTER 6: CONSUMERS AND MEDIA
Usage Trends
Experian Simmons Consumer Survey Findings
Internet Has Changed How Consumers Spend Free Time
Table 6-1: The Internet and Lifestyle Changes: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Internet Has Changed How Consumers Shop
Table 6-2: Internet Usage Patterns: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Gourmet Consumers and Traditional Media
Table 6-3: Traditional Media Patterns: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Gourmet Consumers’ Attitudes Toward Advertising
Table 6-4: Attitudes Toward Advertising: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults)
Advertising and Marketing Trends
Few National Advertisers
Making Use of Websites and Social Media
Food Show Sponsorships
Celebrity Spokespeople
Advertising and Marketing Positioning
Adventurousness
Authenticity/Heritage
Customization
Emotional Appeal
Flavor Variety
Healthfulness
Limited Edition
Organic
Premium Quality vs. Ordinary Products
Pure/Simple Ingredients
Restaurant-Style
Sex Appeal
Versatility
APPENDIX: ADDRESSES OF SELECTED INDUSTRY PARTICIPANTS Skip to top