Nutritional Supplements in the U.S., 5th Edition

Date: September 17, 2012
Pages: 200
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US$ 3,500.00
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Publisher: Packaged Facts
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: NCA19B71900EN
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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.
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)
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