Nutritional Supplements in the U.S., 5th Edition
Throughout the recession and its “New Normal” aftermath of frugal spending, the nutritional supplements market held steady as Americans apparently embraced supplements as less costly alternatives to pure-play medical options like doctor visits and prescription medications. Now, with U.S. consumers beginning to loosen their budgetary belt straps, nutritional supplement marketers must work to keep their products at the forefront of consumers’ health regimens. Key to this pursuit are targeted products featuring trendy ingredients more heavily backed by science and increasingly taking a page from their functional food competitors. At the same time, supplement marketers must keep their sights squarely focused on their prime demographics: those over age 65 and the up-and-coming aging Baby Boomers currently swelling the senior brackets. Nor can the industry afford to ignore the younger demographics who are its longer-term future but whose supplement usage rates have been declining, or the emergent Hispanic population, whose supplement usage rates are below average but gradually rising.
Marketwide, product efficacy and credibility remain crucial, with supplement developers increasingly relying on scientific evidence supporting the benefits of taking nutritional supplements to bolster the industry’s image in the eyes of consumers and healthcare practitioners. With market regulation and scrutiny at an all-time high, it’s more important than ever for the industry to produce and feature products able to substantiate their health benefit claims. In this vein, condition-specific supplements continue to grow in breadth and importance, and they will remain a key driver of sales and new product development across myriad segments including joint, brain, cosmetic, and heart, with many of these products homing in on age-related health issues. At the other end of the condition-specific spectrum, children’s supplements have been doing well, demographically book-ending the overall market in way that suggests solid future prospects. During 2012, supplement sales rose 7% to $11.5 billion, the report calculates, and sales are forecasted to reach $15.5 billion by 2017.
Nutritional Supplements in the U.S., 5th Edition, a fully updated Packaged Facts report, examines the market for nutritional supplements within the context of broader HBC trends in new product development and marketing, including vitamins, minerals, herbals, homeopathics and combination products. It charts industry sales and composition, providing retail sales breakouts for four main product categories (general supplements, multivitamins, 1 & 2 letter vitamins and liquid supplements) and for over a dozen condition-specific segments (children’s, joint health, calcium/bone health, eye health, women’s, vitamin C/immunity, digestive health/probiotic, men’s, brain health, heart health, omega, cosmetic, energy, and CoQ-10. The report also provides a thorough examination of market drivers, the competitive situation, mass-market marketer and brand shares, marketing trends, and consumer trends.
Marketwide, product efficacy and credibility remain crucial, with supplement developers increasingly relying on scientific evidence supporting the benefits of taking nutritional supplements to bolster the industry’s image in the eyes of consumers and healthcare practitioners. With market regulation and scrutiny at an all-time high, it’s more important than ever for the industry to produce and feature products able to substantiate their health benefit claims. In this vein, condition-specific supplements continue to grow in breadth and importance, and they will remain a key driver of sales and new product development across myriad segments including joint, brain, cosmetic, and heart, with many of these products homing in on age-related health issues. At the other end of the condition-specific spectrum, children’s supplements have been doing well, demographically book-ending the overall market in way that suggests solid future prospects. During 2012, supplement sales rose 7% to $11.5 billion, the report calculates, and sales are forecasted to reach $15.5 billion by 2017.
Nutritional Supplements in the U.S., 5th Edition, a fully updated Packaged Facts report, examines the market for nutritional supplements within the context of broader HBC trends in new product development and marketing, including vitamins, minerals, herbals, homeopathics and combination products. It charts industry sales and composition, providing retail sales breakouts for four main product categories (general supplements, multivitamins, 1 & 2 letter vitamins and liquid supplements) and for over a dozen condition-specific segments (children’s, joint health, calcium/bone health, eye health, women’s, vitamin C/immunity, digestive health/probiotic, men’s, brain health, heart health, omega, cosmetic, energy, and CoQ-10. The report also provides a thorough examination of market drivers, the competitive situation, mass-market marketer and brand shares, marketing trends, and consumer trends.
CHAPTER 1: EXECUTIVE SUMMARY
Scope of Report
Product Categories and Classifications
Vitamins
Minerals
Supplements
Mass-Market Product Classifications
Combination Formulas
Market Trends
U.S. Retail Sales to Reach $15.5 Billion in 2017
Table 1-1: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)
Mass-Market Sales Accelerate
General Supplements Dominate Retail Sales
Figure 1-1: Share of SymphonyIRI-Tracked Sales of Nutritional
Supplements: By Product Category, 2008 vs. 2012 (percent)
Condition-Specific Products Maintain Growth
Supercenters/Mass Merchandisers Lead in Supplement Sales
Focus on Health and Wellness Drives Supplement Purchases
Marketing Trends
Competitive Overview
Category Crossover and Line Extensions
Natural Product Marketers
Market Bellwethers GNC and Vitamin Shoppe See Growth
Share of Mass-Market Sales: Carlyle Group Leads the Pack
Table 1-2: Top Marketers of Nutritional Supplements: Share of
SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Private-Label Share Disappoints
New Product Activity Ramps Up as Industry Celebrates 100th
Anniversary
Boomers Influence Product Selection
Multivitamin Marketers Expand Into General Supplements
Illustration 1-1: Centrum ProNutrients Line
Consumer Trends
Over Half of U.S. Adults Use Supplements
Figure 1-2: Percent of U.S. Adults Using Nutritional
Supplements, 2012 (U.S. adults)
Fish Oil, Vitamin D Use Grows
Condition-Specific List
Top Brand Lines Are Store Brands, Other Brands
Belief in Efficacy Spurs Supplement Use
Supplements Unnecessary, Expensive
More Older Adults Use Supplements
41% of Supplement Users Are Boomers
Usage Declines Among Younger Consumers
Hispanic Supplement Use Key to Market Growth
CHAPTER 2: INTRODUCTION
Market Definition
Scope of Report
Product Categories and Classifications
Vitamins
Minerals
Supplements
Mass-Market Product Classifications
Combination Formulas
Other Product Classifications
Single-Element vs. Multivitamin/Mineral
Synthetic vs. Natural
Demographic Segmentation
Delivery Systems
Industry Regulation
FDA and DSHEA Oversee Supplements Industry
The Nutrition Labeling and Education Act (NLEA)
Qualified Health Claims
RDAs, RDIs, DRIs, DRVs and DVs
Congress Passes Adverse Event Reports (AER) Bill
The Dietary Supplement Health and Education Act
DSHEA Remains FDA Focus, Evolves
FDA Enforces Good Manufacturing Practices for Dietary
Supplements
Supplement-Focused Regulation Continues
More Challenges to DSHEA
CRN Spearheading Industry Self-Regulation
CHAPTER 3: THE MARKET
Market Size and Growth
U.S. Retail Sales Top $11 Billion in 2012
Table 3-1: U.S. Retail Sales of Nutritional Supplements, 2008-2012 (in millions of dollars)
Mass-Market Sales Accelerate
Table 3-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2011-2012 (in millions of dollars)
General Supplements See Greatest Gains, Liquid Supplements Grow Fastest
Table 3-3: SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2011-2012 (in millions of dollars)
Market Composition
General Supplements Dominate Retail Sales
Figure 3-1: Share of SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008 vs. 2012 (percent)
Condition-Specific Products Maintain Growth
Table 3-4: SymphonyIRI-Tracked Sales of Condition-Specific Products by Type, 2011-2012 (in millions of dollars)
Table 3-5: Share of SymphonyIRI-Tracked Sales of Condition- Specific Supplements: By Type, 2011-2012 (percent)
Supercenters/Mass Merchandisers Lead in Supplement Sales
Figure 3-2: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2012 (percent)
Supplement Shoppers Prefer Walmart
Table 3-6: Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Retail Channel, May/June 2010 vs. August 2012 (percent)
Market Outlook
Focus on Health and Wellness Drives Supplement Purchases
Consumers Sticking with Nutritional Supplements A Supplement a Day Keeps the Doctor Away
Supplement Market Fights Negative Press Supplement Shoppers Need Reassurance
The “Dr. Oz Effect”
Competition from Functional Foods
Figure 3-3: Agreement with Statement “I prefer to get nutrition from foods rather than supplements,” August 2012 (percent) Whole-Food Supplements Fill a Niche
The Mainstreaming of Natural/Organic Consumers Misled by Organic’s Health Halo
Aging Baby Boomers a Massive Market Driver
Figure 3-4: Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (U.S. adults)
41% of Supplement Users Are Boomers
Table 3-7: Number and Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (number in millions and percent of U.S. adults)
Table 3-8: Projected U.S. Population by Age Bracket, 2010- 2020 (in thousands) Older Americans Hit Hard by Recession Rise of the Millennials
Hispanic Consumers a Growing Concern
Table 3-9: Projection of U.S. Population by Race and Hispanic Origin, 2010 vs. 2020 (number in millions)
Looking Ahead
Economic Impact
Scientific Backing
New Ingredients
Online Retailing
The Aging Population
Hispanic Consumers
The Younger Set
U.S. Retail Sales to Top $15 Billion by 2017
Table 3-10: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)
CHAPTER 4: THE MARKETERS
Competitive Overview
Mergers and Acquisitions The Carlyle Group Completes NBTY Purchase Pfizer Completes Series of Acquisitions Procter & Gamble Acquires New Chapter GNC Buys LuckyVitamin.com Schiff Acquires Sustenex Brand from Ganeden Biotech Nestlé Invests in Accera Ingredient Producer DSM Acquires Martek, Amerifit
Retailers Benefit from Private-Label Offerings Nutritional Supplement Private-Label Share Disappoints
Figure 4-1: Private-Label Share of Mass-Market Sales of Nutritional Supplements by Category: 2011 vs. 2012 (percent)
Table 4-1: SymphonyIRI-Tracked Sales of Nutritional Supplements by Category: Private-Label vs. Overall, 2011- 2012 (in millions of dollars)
Figure 4-2: Usage of Store-Brand Supplements by Household Income Level: Less Than $100K vs. $100K+, 2011 vs. 2012 (U.S. consumers)
Category Crossover and Line Extensions
Natural Product Marketers
Market Bellwethers GNC and Vitamin Shoppe See Growth
Table 4-2: GNC and Vitamin Shoppe Annual Sales, 2008-2012 (in millions of dollars)
Direct Marketing Companies Direct-Sales Channels Booming Online Sales Attractive to Marketers
Practitioner Channel on the Rise
Consumer Advertising Themes and Promotions Eco-Credibility Traceability Celebrity Endorsements
Trade Support
Natural Grocers Continue to Extend Reach
Retailers Learn How to Educate Consumers
Table 4-3: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2012
Marketer and Brand Shares
Methodology
The Carlyle Group Leads the Pack
Table 4-4: Top Marketers of Nutritional Supplements: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)
Table 4-4a: Top Marketers of Nutritional Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Table 4-5: Top Nutritional Supplement Brands: SymphonyIRI- Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)
Table 4-5a: Top Nutritional Supplement Brands: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Carlyle Group Scores Top Spot in General Supplements
Table 4-6: Top Marketers and Brands of General Supplements: SymphonyIRI-Tracked Dollar Sales, 2011- 2012 (in millions of dollars and percent)
Table 4-6a: Top Marketers and Brands of General Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Multivitamins Category Sees Lukewarm Growth
Table 4-7: Top Marketers and Brands of Multivitamins: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 4-7a: Top Marketers and Brands of Multivitamins: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Pharmavite, Carlyle Group Dominate 1 & 2 Letter Vitamins
Table 4-8: Top Marketers and Brands of 1 & 2 Letter Vitamins: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 4-8a: Top Marketers and Brands of 1 & 2 Letter Vitamins: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Liquid Supplements Category Highly Fragmented
Table 4-9: Top Marketers and Brands of Liquid Supplements: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 4-9a: Top Marketers and Brands of Liquid Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Focus on Condition-Specific Products
Condition-Specific Products Over a Quarter of the Market
Bayer’s Flintstones on Top in Children’s Supplements
Osteo Bi-Flex Leads in Joint Health Supplements
Citracal Over One-Third of Calcium Segment
Bausch & Lomb Dominates Eye Health Segment
Pregnancy, Menopause Top Women’s Supplements Concerns
Emergen-C a Major Force in Vitamin C/Immunity Supplements
Digestive Health/Probiotic Supplements Still Popular
One A Day Leads in Men’s Supplements
Sales Skyrocket in Brain Health Segment
Heart Health Supplements Experience Free-Fall
Omega-3 and 6 Supplements
New Cosmetic Supplements Breathe Life into Segment
Energy Supplement Sales Falter
Table 4-10: SymphonyIRI-Tracked Dollar Sales and Market Share of Condition-Specific Products by Type, 2011-2012 (in millions of dollars and percent)
Table 4-11: Top Ten Children’s Supplements Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-12: Top Ten Joint Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-13: Top Ten Calcium Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-14: Top Ten Eye Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-15: Top Ten Women’s Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-16: Top Five Vitamin C/Immunity Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-17: Top Ten Digestive Health/Probiotic Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-18: Top Ten Men’s Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-19: Top Ten Brain Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-20: Top Five Heart Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-21: Top Five Omega Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-22: Top Five Cosmetic Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-23: Top Five Energy Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
CHAPTER 5: NEW PRODUCT TRENDS
Activity Ramps Up as Industry Celebrates 100th Anniversary
Boomers Influence Product Selection
Multivitamin Marketers Expand Into General Supplements
Illustration 5-1: Centrum ProNutrients Line
Joint Supplements Driven by Aging Population
Illustration 5-2: ResVitále Hops Science
U.S. in Need of Heart Health Supplements
Probiotics: Moving Beyond Yogurt
Probiotics in the Mainstream
Illustration 5-3: One A Day TruBiotics
Digestion Begins at the Mouth
Brain Power
Illustration 5-4: Bluebonnet Power Thought
Aging Population Drives Eye Health Segment
Illustration 5-5: LifeSeasons Visibili-T
Second AREDS Study Puts Eye Health into Focus
Supplements for Sleep
Illustration 5-6: Source Naturals NightRest
Men’s Supplements
Illustration 5-7: Irwin Naturals Prosta Strong
Diabetes and Blood Sugar
Illustration 5-8: Natural Factors WellBetX PGX with Mulberry
Cosmetic Supplements Offer Beauty from Within
Illustration 5-9: Youtheory Collagen Supplement Skin Whitening Supplements
Omegas Expand Beyond Heart Health
Illustration 5-10: Nature Made 100% Vegetarian Omega-3 Lack of RDAs Hasn’t Stifled Omega Growth
Bridging the Gap Between Food and Supplements
Rise of the Herbalist
Organic and Vegan Supplements
Whole Food Supplements
Illustration 5-11: New Chapter Cinnamon Force
Illustration 5-12: Garden of Life Vitamin Code RAW Antioxidants
Seasonal Approach to Supplements
Up-and-Coming Ingredients Chia Argan Oil Fruit Stem Cells African Mango Green Coffee Extract Raspberry Ketones Baobab Turmeric/Curcumin
Illustration 5-13: Swanson Health Products Curcumin Complex
CHAPTER 6: CONSUMER TRENDS
Introduction
Note on Data Sources
Over Half of U.S. Adults Use Supplements
Figure 6-1: Percent of U.S. Adults Using Nutritional Supplements, 2008-2012 (U.S. adults)
Figure 6-2: Percent of Adults Using Nutritional Supplements, 2012 (U.S. adults)
Fish Oil, Vitamin D Use Grows
Table 6-1: Selected Leading Types of Nutritional Supplements by Usage Rates, 2008 vs. 2012 (percent of U.S. adults)
Heart Health/Blood Pressure Supplements Top Condition- Specific List
Table 6-2: Usage of Condition-Specific Supplements, 2012 (percent of U.S. adults)
Top Brand Lines Are Store Brands, Other Brands
Table 6-3: Top 15 Nutritional Supplement Brand Lines by Usage Rates, 2008 vs. 2012 (percent of U.S. adults)
Table 6-4: Overview of Nutritional Supplement Usage, 2012 (percent and number of U.S. adults in millions)
Consumer Psychographics
Belief in Efficacy Spurs Supplement Use
Supplements Unnecessary, Expensive
Table 6-5: Top Reasons Consumers Do Not Take Supplements, 2012 (percent of U.S. consumers who don’t take supplements)
Supplement Users Pursue Health/Wellness Goals
Stronger Skews for Specialized Products A Preference for Alternatives
Branded vs. Private Label
Table 6-6: Positive Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2012 (percent of U.S. adults)
Table 6-7: Psychographic Indicators for Nutritional Supplement Users vs. Total U.S. Population, 2012 (percent of U.S. adults)
Table 6-8: Index of Psychographic Indicators for Nutritional Supplement Users, 2012 (U.S. adults)
Table 6-9: Index of Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2012 (U.S. adults)
Table 6-10: Index of Psychographic Indicators for Nutritional Supplement Usage by Brand, 2012 (U.S. adults)
Consumer Demographics
More Older Adults Use Supplements 41% of Supplement Users Are Boomers
Table 6-11: Number and Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (U.S. adults, numbers in millions and percent)
The Gender Gap
Hispanic Supplement Use Key to Market Growth
Socio-Economic Indicators
Patterns by Product Type
Patterns by Brand Line
Table 6-12: Nutritional Supplement Usage: Overall Demographic Patterns, 2012 (percent, number and index of U.S. adults)
Table 6-13: Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2008 vs. 2012 (U.S. adults)
Table 6-14: Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women, 2012 (U.S. adults)
Table 6-15: Percentage and Number of Adults Using Nutritional Supplements: By Race/Ethnicity, 2008 vs. 2012 (percent and number in millions of U.S. adults)
Table 6-16: Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2008 vs. 2012 (U.S. adults)
Table 6-17: Top Demographic Indicators for Nutritional
Supplement Usage by Product Type, 2012 (percent and index of U.S. adults)
Table 6-18: Demographic Indicators for Nutritional Supplement
Usage by Brand or Brand Line, 2012 (percent and index of U.S. adults)
Scope of Report
Product Categories and Classifications
Vitamins
Minerals
Supplements
Mass-Market Product Classifications
Combination Formulas
Market Trends
U.S. Retail Sales to Reach $15.5 Billion in 2017
Table 1-1: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)
Mass-Market Sales Accelerate
General Supplements Dominate Retail Sales
Figure 1-1: Share of SymphonyIRI-Tracked Sales of Nutritional
Supplements: By Product Category, 2008 vs. 2012 (percent)
Condition-Specific Products Maintain Growth
Supercenters/Mass Merchandisers Lead in Supplement Sales
Focus on Health and Wellness Drives Supplement Purchases
Marketing Trends
Competitive Overview
Category Crossover and Line Extensions
Natural Product Marketers
Market Bellwethers GNC and Vitamin Shoppe See Growth
Share of Mass-Market Sales: Carlyle Group Leads the Pack
Table 1-2: Top Marketers of Nutritional Supplements: Share of
SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Private-Label Share Disappoints
New Product Activity Ramps Up as Industry Celebrates 100th
Anniversary
Boomers Influence Product Selection
Multivitamin Marketers Expand Into General Supplements
Illustration 1-1: Centrum ProNutrients Line
Consumer Trends
Over Half of U.S. Adults Use Supplements
Figure 1-2: Percent of U.S. Adults Using Nutritional
Supplements, 2012 (U.S. adults)
Fish Oil, Vitamin D Use Grows
Condition-Specific List
Top Brand Lines Are Store Brands, Other Brands
Belief in Efficacy Spurs Supplement Use
Supplements Unnecessary, Expensive
More Older Adults Use Supplements
41% of Supplement Users Are Boomers
Usage Declines Among Younger Consumers
Hispanic Supplement Use Key to Market Growth
CHAPTER 2: INTRODUCTION
Market Definition
Scope of Report
Product Categories and Classifications
Vitamins
Minerals
Supplements
Mass-Market Product Classifications
Combination Formulas
Other Product Classifications
Single-Element vs. Multivitamin/Mineral
Synthetic vs. Natural
Demographic Segmentation
Delivery Systems
Industry Regulation
FDA and DSHEA Oversee Supplements Industry
The Nutrition Labeling and Education Act (NLEA)
Qualified Health Claims
RDAs, RDIs, DRIs, DRVs and DVs
Congress Passes Adverse Event Reports (AER) Bill
The Dietary Supplement Health and Education Act
DSHEA Remains FDA Focus, Evolves
FDA Enforces Good Manufacturing Practices for Dietary
Supplements
Supplement-Focused Regulation Continues
More Challenges to DSHEA
CRN Spearheading Industry Self-Regulation
CHAPTER 3: THE MARKET
Market Size and Growth
U.S. Retail Sales Top $11 Billion in 2012
Table 3-1: U.S. Retail Sales of Nutritional Supplements, 2008-2012 (in millions of dollars)
Mass-Market Sales Accelerate
Table 3-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2011-2012 (in millions of dollars)
General Supplements See Greatest Gains, Liquid Supplements Grow Fastest
Table 3-3: SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2011-2012 (in millions of dollars)
Market Composition
General Supplements Dominate Retail Sales
Figure 3-1: Share of SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008 vs. 2012 (percent)
Condition-Specific Products Maintain Growth
Table 3-4: SymphonyIRI-Tracked Sales of Condition-Specific Products by Type, 2011-2012 (in millions of dollars)
Table 3-5: Share of SymphonyIRI-Tracked Sales of Condition- Specific Supplements: By Type, 2011-2012 (percent)
Supercenters/Mass Merchandisers Lead in Supplement Sales
Figure 3-2: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2012 (percent)
Supplement Shoppers Prefer Walmart
Table 3-6: Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Retail Channel, May/June 2010 vs. August 2012 (percent)
Market Outlook
Focus on Health and Wellness Drives Supplement Purchases
Consumers Sticking with Nutritional Supplements A Supplement a Day Keeps the Doctor Away
Supplement Market Fights Negative Press Supplement Shoppers Need Reassurance
The “Dr. Oz Effect”
Competition from Functional Foods
Figure 3-3: Agreement with Statement “I prefer to get nutrition from foods rather than supplements,” August 2012 (percent) Whole-Food Supplements Fill a Niche
The Mainstreaming of Natural/Organic Consumers Misled by Organic’s Health Halo
Aging Baby Boomers a Massive Market Driver
Figure 3-4: Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (U.S. adults)
41% of Supplement Users Are Boomers
Table 3-7: Number and Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (number in millions and percent of U.S. adults)
Table 3-8: Projected U.S. Population by Age Bracket, 2010- 2020 (in thousands) Older Americans Hit Hard by Recession Rise of the Millennials
Hispanic Consumers a Growing Concern
Table 3-9: Projection of U.S. Population by Race and Hispanic Origin, 2010 vs. 2020 (number in millions)
Looking Ahead
Economic Impact
Scientific Backing
New Ingredients
Online Retailing
The Aging Population
Hispanic Consumers
The Younger Set
U.S. Retail Sales to Top $15 Billion by 2017
Table 3-10: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)
CHAPTER 4: THE MARKETERS
Competitive Overview
Mergers and Acquisitions The Carlyle Group Completes NBTY Purchase Pfizer Completes Series of Acquisitions Procter & Gamble Acquires New Chapter GNC Buys LuckyVitamin.com Schiff Acquires Sustenex Brand from Ganeden Biotech Nestlé Invests in Accera Ingredient Producer DSM Acquires Martek, Amerifit
Retailers Benefit from Private-Label Offerings Nutritional Supplement Private-Label Share Disappoints
Figure 4-1: Private-Label Share of Mass-Market Sales of Nutritional Supplements by Category: 2011 vs. 2012 (percent)
Table 4-1: SymphonyIRI-Tracked Sales of Nutritional Supplements by Category: Private-Label vs. Overall, 2011- 2012 (in millions of dollars)
Figure 4-2: Usage of Store-Brand Supplements by Household Income Level: Less Than $100K vs. $100K+, 2011 vs. 2012 (U.S. consumers)
Category Crossover and Line Extensions
Natural Product Marketers
Market Bellwethers GNC and Vitamin Shoppe See Growth
Table 4-2: GNC and Vitamin Shoppe Annual Sales, 2008-2012 (in millions of dollars)
Direct Marketing Companies Direct-Sales Channels Booming Online Sales Attractive to Marketers
Practitioner Channel on the Rise
Consumer Advertising Themes and Promotions Eco-Credibility Traceability Celebrity Endorsements
Trade Support
Natural Grocers Continue to Extend Reach
Retailers Learn How to Educate Consumers
Table 4-3: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2012
Marketer and Brand Shares
Methodology
The Carlyle Group Leads the Pack
Table 4-4: Top Marketers of Nutritional Supplements: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)
Table 4-4a: Top Marketers of Nutritional Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Table 4-5: Top Nutritional Supplement Brands: SymphonyIRI- Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)
Table 4-5a: Top Nutritional Supplement Brands: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Carlyle Group Scores Top Spot in General Supplements
Table 4-6: Top Marketers and Brands of General Supplements: SymphonyIRI-Tracked Dollar Sales, 2011- 2012 (in millions of dollars and percent)
Table 4-6a: Top Marketers and Brands of General Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Multivitamins Category Sees Lukewarm Growth
Table 4-7: Top Marketers and Brands of Multivitamins: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 4-7a: Top Marketers and Brands of Multivitamins: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Pharmavite, Carlyle Group Dominate 1 & 2 Letter Vitamins
Table 4-8: Top Marketers and Brands of 1 & 2 Letter Vitamins: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 4-8a: Top Marketers and Brands of 1 & 2 Letter Vitamins: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Liquid Supplements Category Highly Fragmented
Table 4-9: Top Marketers and Brands of Liquid Supplements: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)
Table 4-9a: Top Marketers and Brands of Liquid Supplements: Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012 (percent)
Focus on Condition-Specific Products
Condition-Specific Products Over a Quarter of the Market
Bayer’s Flintstones on Top in Children’s Supplements
Osteo Bi-Flex Leads in Joint Health Supplements
Citracal Over One-Third of Calcium Segment
Bausch & Lomb Dominates Eye Health Segment
Pregnancy, Menopause Top Women’s Supplements Concerns
Emergen-C a Major Force in Vitamin C/Immunity Supplements
Digestive Health/Probiotic Supplements Still Popular
One A Day Leads in Men’s Supplements
Sales Skyrocket in Brain Health Segment
Heart Health Supplements Experience Free-Fall
Omega-3 and 6 Supplements
New Cosmetic Supplements Breathe Life into Segment
Energy Supplement Sales Falter
Table 4-10: SymphonyIRI-Tracked Dollar Sales and Market Share of Condition-Specific Products by Type, 2011-2012 (in millions of dollars and percent)
Table 4-11: Top Ten Children’s Supplements Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-12: Top Ten Joint Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-13: Top Ten Calcium Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-14: Top Ten Eye Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-15: Top Ten Women’s Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-16: Top Five Vitamin C/Immunity Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-17: Top Ten Digestive Health/Probiotic Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)
Table 4-18: Top Ten Men’s Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-19: Top Ten Brain Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-20: Top Five Heart Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-21: Top Five Omega Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-22: Top Five Cosmetic Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
Table 4-23: Top Five Energy Supplement Brands by
SymphonyIRI-Tracked Dollar Sales and Segment Share,
2011-2012 (in millions of dollars and percent)
CHAPTER 5: NEW PRODUCT TRENDS
Activity Ramps Up as Industry Celebrates 100th Anniversary
Boomers Influence Product Selection
Multivitamin Marketers Expand Into General Supplements
Illustration 5-1: Centrum ProNutrients Line
Joint Supplements Driven by Aging Population
Illustration 5-2: ResVitále Hops Science
U.S. in Need of Heart Health Supplements
Probiotics: Moving Beyond Yogurt
Probiotics in the Mainstream
Illustration 5-3: One A Day TruBiotics
Digestion Begins at the Mouth
Brain Power
Illustration 5-4: Bluebonnet Power Thought
Aging Population Drives Eye Health Segment
Illustration 5-5: LifeSeasons Visibili-T
Second AREDS Study Puts Eye Health into Focus
Supplements for Sleep
Illustration 5-6: Source Naturals NightRest
Men’s Supplements
Illustration 5-7: Irwin Naturals Prosta Strong
Diabetes and Blood Sugar
Illustration 5-8: Natural Factors WellBetX PGX with Mulberry
Cosmetic Supplements Offer Beauty from Within
Illustration 5-9: Youtheory Collagen Supplement Skin Whitening Supplements
Omegas Expand Beyond Heart Health
Illustration 5-10: Nature Made 100% Vegetarian Omega-3 Lack of RDAs Hasn’t Stifled Omega Growth
Bridging the Gap Between Food and Supplements
Rise of the Herbalist
Organic and Vegan Supplements
Whole Food Supplements
Illustration 5-11: New Chapter Cinnamon Force
Illustration 5-12: Garden of Life Vitamin Code RAW Antioxidants
Seasonal Approach to Supplements
Up-and-Coming Ingredients Chia Argan Oil Fruit Stem Cells African Mango Green Coffee Extract Raspberry Ketones Baobab Turmeric/Curcumin
Illustration 5-13: Swanson Health Products Curcumin Complex
CHAPTER 6: CONSUMER TRENDS
Introduction
Note on Data Sources
Over Half of U.S. Adults Use Supplements
Figure 6-1: Percent of U.S. Adults Using Nutritional Supplements, 2008-2012 (U.S. adults)
Figure 6-2: Percent of Adults Using Nutritional Supplements, 2012 (U.S. adults)
Fish Oil, Vitamin D Use Grows
Table 6-1: Selected Leading Types of Nutritional Supplements by Usage Rates, 2008 vs. 2012 (percent of U.S. adults)
Heart Health/Blood Pressure Supplements Top Condition- Specific List
Table 6-2: Usage of Condition-Specific Supplements, 2012 (percent of U.S. adults)
Top Brand Lines Are Store Brands, Other Brands
Table 6-3: Top 15 Nutritional Supplement Brand Lines by Usage Rates, 2008 vs. 2012 (percent of U.S. adults)
Table 6-4: Overview of Nutritional Supplement Usage, 2012 (percent and number of U.S. adults in millions)
Consumer Psychographics
Belief in Efficacy Spurs Supplement Use
Supplements Unnecessary, Expensive
Table 6-5: Top Reasons Consumers Do Not Take Supplements, 2012 (percent of U.S. consumers who don’t take supplements)
Supplement Users Pursue Health/Wellness Goals
Stronger Skews for Specialized Products A Preference for Alternatives
Branded vs. Private Label
Table 6-6: Positive Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2012 (percent of U.S. adults)
Table 6-7: Psychographic Indicators for Nutritional Supplement Users vs. Total U.S. Population, 2012 (percent of U.S. adults)
Table 6-8: Index of Psychographic Indicators for Nutritional Supplement Users, 2012 (U.S. adults)
Table 6-9: Index of Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2012 (U.S. adults)
Table 6-10: Index of Psychographic Indicators for Nutritional Supplement Usage by Brand, 2012 (U.S. adults)
Consumer Demographics
More Older Adults Use Supplements 41% of Supplement Users Are Boomers
Table 6-11: Number and Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (U.S. adults, numbers in millions and percent)
The Gender Gap
Hispanic Supplement Use Key to Market Growth
Socio-Economic Indicators
Patterns by Product Type
Patterns by Brand Line
Table 6-12: Nutritional Supplement Usage: Overall Demographic Patterns, 2012 (percent, number and index of U.S. adults)
Table 6-13: Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2008 vs. 2012 (U.S. adults)
Table 6-14: Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women, 2012 (U.S. adults)
Table 6-15: Percentage and Number of Adults Using Nutritional Supplements: By Race/Ethnicity, 2008 vs. 2012 (percent and number in millions of U.S. adults)
Table 6-16: Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2008 vs. 2012 (U.S. adults)
Table 6-17: Top Demographic Indicators for Nutritional
Supplement Usage by Product Type, 2012 (percent and index of U.S. adults)
Table 6-18: Demographic Indicators for Nutritional Supplement
Usage by Brand or Brand Line, 2012 (percent and index of U.S. adults)
