Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2008-18
- Segment performance
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- Figure 2: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2011 and 2013
- Key players
- Retail channels
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- Figure 3: Purchase location for vitamins, minerals, and supplements, September 2013
- The consumer
- Usage of vitamins, minerals, and supplements
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- Figure 4: Usage of vitamins, minerals, and supplements, September 2013
- Reasons for using
- Reasons for not using
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- Figure 5: Reasons for not taking vitamins, minerals, or supplements, by gender, September 2013
- Attitudes toward usage
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- Figure 6: Attitudes toward vitamins, minerals, and supplements, September 2013
- What we think
Issues and Insights
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- Consumers continue to eat healthier diets, which could impact the need for vitamins, minerals, and supplements
- The issues
- The implications
- Negative press about the effects of vitamins could erode future usage
- The issues
- The implications
- Vitamins are commodities, in that all products are essentially the same. How can one brand stand out over another?
- The issues
- The implications
Trend Applications
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- Trend: Prepare for the Worst
- Trend: Play Ethic
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Healthy growth in vitamins, minerals, and supplements market
- Sales and forecast of vitamins, minerals, and supplements
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- Figure 7: Total US sales and forecast of vitamins, minerals, and supplements, at current prices, 2008-18
- Figure 8: Total US sales and forecast of vitamins, minerals, and supplements, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2008-18
Market Drivers
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- Key points
- Women primary vitamin consumers
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- Figure 10: Male and female population, 2008-18
- Increased sales of vitamins fueled by aging population
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- Figure 11: Regular use of vitamins, minerals, and supplements, by age, September 2013
- Figure 12: Frequency taken vitamins/minerals, by age, May 2012-June 2013
- Diverse population requires customized products
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- Figure 13: Usage of vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
- Increasing healthcare costs affect all purchases
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- Figure 14: Usage of vitamins, minerals, and supplements, by household income, September 2013
- Vitamins trends
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- Figure 15: Types of vitamins and minerals used most often, April 2007-June 2013
Competitive Context
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- Naturally occurring vitamins
- Vitamin enhancements/fortified foods and drinks
Segment Performance
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- Key points
- Sales of vitamins, supplements up, at the expense of minerals
- Sales of vitamins, minerals, and supplements, by segment
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- Figure 16: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2011 and 2013
Segment Performance – Supplements
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- Key points
- Increased usage of supplements drives category growth
- A concern for safety could hinder future growth
- Sales and forecast of supplements
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- Figure 17: Total US sales and forecast of herbal supplements, at current prices, 2008-18
Segment Performance – Vitamins
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- Key points
- Sales of vitamins are healthy
- Sales and forecast of vitamins
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- Figure 18: Total US sales and forecast of vitamins, at current prices, 2008-18
Segment Performance – Minerals
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- Key points
- Minerals suffer from limited usage
- Sales and forecast of minerals
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- Figure 19: Total US sales and forecast of minerals, at current prices, 2008-18
Retail Channels
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- Key points
- Other channels dominate market
- Drug stores have room to grow
- Sales at supermarkets growing
- Sales of vitamins, minerals, and supplements, by retail channel
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- Figure 20: US sales of vitamins, minerals, and supplements, at current prices, by retail channel, 2008-13
- Purchase locations by type
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- Figure 21: Purchase location for vitamins, minerals, and supplements, by gender and age, September 2013
- Spotlight on natural channels
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- Figure 22: Natural supermarket sales of vitamins, at current prices, 2011-13
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- Figure 23: Natural supermarket sales of vitamins at inflation-adjusted prices, 2011-13
- Natural channel sales of vitamins by segment
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- Figure 24: Natural supermarket sales of vitamins, by segment, 2011 and 2013
- Multivitamins losing share to individual products
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- Figure 25: Natural supermarket sales of vitamins, by product type, 2011 and 2013
Leading Companies
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- Key points
- Acquisitions shake up competition in the market
- Competitive market for vitamins, minerals, supplements
- Manufacturer sales of vitamins, minerals, and supplements
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- Figure 26: MULO sales of vitamins, minerals, and supplements, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 27: Brands of vitamins and minerals used most often, April 2007-June 2013
Brand Share – Supplements
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- Key points
- Fragmented supplements market
- Manufacturer sales of supplements
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- Figure 28: MULO sales of supplements, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Vitamins
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- Key points
- Fruity chews reinvigorates vitamin segment
- Manufacturer sales of vitamins
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- Figure 29: MULO sales of vitamins, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Minerals
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- Key points
- Minerals struggle to keep up
- Manufacturer sales of minerals
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- Figure 30: MULO sales of minerals, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Innovation in vitamins/supplements slows
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- Figure 31: Vitamins and dietary supplement product introductions and share of branded/private label launches, 2007-13
- Claims
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- Figure 32: Vitamins and dietary products launched, by top 10 claims, 2007-13
- Beauty from within
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- Figure 33: Vitamins and dietary products launched, by appearance claims, 2007-13
- Formats
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- Figure 34: Vitamins and dietary supplements product introductions by format, 2007-13
Marketing Strategies
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- Overview of the brand landscape
- Theme: Celebrity endorsement
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- Figure 35: Swisse—Nicole Kidman Ultivites commercial, 2013
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- Figure 36: Bayer TruBiotics 5K commercial, 2013
- Theme: Aligning with a charity
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- Figure 37: One A Day Women’s online promotion, 2013
- Theme: Using social media
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- Figure 38: Schiff MegaRed promotion, 2013
- Theme: Promoting taste
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- Figure 39: Vitafusion print advertisement, 2013
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- Figure 40: Vitafusion video ad, 2013
- Figure 41: Flavor burst print advertisement, 2013
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- Figure 42: Nature Made VitaMelts commercial, 2013
- Theme: Doctor recommended
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- Figure 43: Nature Made print advertisement, 2013
Vitamin, Mineral, and Supplement Usage
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- Key points
- Majority use vitamins
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- Figure 44: Usage of vitamins, minerals, and supplements, September 2013
- Usage over indexes with women
- Seek to increase usage with younger consumers
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- Figure 45: Usage of vitamins, minerals, and supplements, by gender and age, September 2013
- Usage overlap
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- Figure 46: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013
- Vitamin users are healthier
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- Figure 47: Attitudes/opinions about diet and health – agree summary, by vitamin users
Reasons for Taking Vitamins
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- Key points
- Boosting general health main reason for taking vitamins
- Site-specific reasons
- Appealing to younger users
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- Figure 48: Reasons for taking vitamins, minerals, or supplements, September 2013
- Lower household incomes take products as prevention
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- Figure 49: Reasons for taking vitamins, minerals, or supplements, by household income, September 2013
- Purchase location depends on reason for taking
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- Figure 50: Reasons for taking vitamins, minerals, or supplements, by purchase location, September 2013
Reasons for Not Using Vitamins, Minerals, and Supplements
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- Key points
- Vitamins not needed
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- Figure 51: Reasons for not taking vitamins, minerals, or supplements, by gender, September 2013
- Convince nonusers products are worth investment
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- Figure 52: Reasons for not taking vitamins, minerals, or supplements, by household income, September 2013
- Limited number of skeptics
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- Figure 53: Attitudes toward vitamins, minerals, and supplements (skeptics/confused), September 2013
Product Format
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- Key points
- Usage of traditional formats is high
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- Figure 54: Benefiber fiber supplement
- Figure 55: Usage of and interest in vitamin, mineral, and supplement formats, September 2013
- Meeting specific consumer wants
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- Figure 56: Interest in trying vitamins, minerals, and supplements, by age, September 2013
Attitudes toward Vitamins
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- Key points
- Most agree products part of healthy lifestyle
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- Figure 57: Attitudes toward vitamins, minerals, and supplements (Health conscious), September 2013
- Boosting appearance important to women
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- Figure 58: Attitudes toward vitamins, minerals, and supplements (appearance driven), September 2013
- Anything goes
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- Figure 59: Attitudes toward vitamins, minerals, and supplements (anything goes), September 2013
- Older consumers more likely to believe in vitamins
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- Figure 60: Agreement with attitudes toward vitamins, minerals, and supplements, by gender and age, September 2013
- Figure 61: Attitudes and opinions about health and medicine, by gender and age, May 2012-June 2013
Race and Hispanic Origin
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- Key points
- Usage lower among multicultural groups
- Reasons for taking vitamins, minerals, and supplements
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- Figure 62: Reasons for taking vitamins, minerals, or supplements, by race/Hispanic origin, September 2013
- Attitudes toward vitamins
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- Figure 63: Agreement with attitudes toward vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
- Figure 64: Attitudes and Opinions about Diet and Health, by race/Hispanic origin, May 2012-June 2013
Consumer Segmentation
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- Figure 65: Target clusters, September 2013
- Group one: Skeptics
- Demographics
- Characteristics
- Opportunities
- Group two: True Believers
- Demographics
- Characteristics
- Opportunities
- Group three: Just Give Me the Basics
- Demographics
- Characteristics
- Opportunities
- Cluster characteristic tables
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- Figure 66: Usage of vitamins, minerals, and supplements, by target clusters, September 2013
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- Figure 67: Reasons for taking vitamins, minerals, or supplements, by target clusters, September 2013
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- Figure 68: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
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- Figure 69: Purchase location for vitamins, minerals, and supplements, by target clusters, September 2013
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- Figure 70: Agreement with attitudes toward vitamins, minerals, and supplements, by target clusters, September 2013
- Cluster demographic tables
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- Figure 71: Target clusters, by demographic, September 2013
- Cluster methodology
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Key Household Purchase Measures – Information Resources Inc. Builders Panel Data
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- Overview of vitamins
- Multivitamins
- Consumer insights on key purchase measures
- Brand map
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- Figure 72: Brand map, selected brands of multivitamins buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 73: Key purchase measures for the top brands of multivitamins, by household penetration, 52 weeks ending June 24, 2012
- One- and Two-letter Vitamins
- Consumer insights on key purchase measures
- Brand map
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- Figure 74: Brand map, selected brands of one- and two-letter vitamins buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 75: Key purchase measures for the top brands of one- and two-letter vitamins, by household penetration, 52 weeks ending June 24, 2012
- Liquid Vitamins/Minerals
- Consumer insights on key purchase measures
- Brand map
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- Figure 76: Brand map, selected brands of liquid vitamins/minerals buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 77: Key purchase measures for the top brands of liquids vitamins/minerals, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Vitamin usage
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- Figure 78: Regular usage of vitamins, minerals, and supplements, by gender, September 2013
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- Figure 79: Usage of vitamins, minerals, and supplements, by age, September 2013
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- Figure 80: Any usage of vitamins, minerals, and supplements, by gender, September 2013
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- Figure 81: Types of vitamins and minerals used most often, April 2007-June 2013
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- Figure 82: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013
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- Figure 83: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013 (continued)
- Brand usage
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- Figure 84: Brands of vitamins and minerals used most often, April 2007-June 2013
- Reasons for taking vitamins
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- Figure 85: Reasons for taking vitamins, minerals, or supplements, by gender, September 2013
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- Figure 86: Reasons for taking vitamins, minerals, or supplements, by age, September 2013
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- Figure 87: Reasons for taking vitamins, minerals, or supplements, by purchase location, September 2013
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- Figure 88: Reasons for taking vitamins, minerals, or supplements, by purchase location , September 2013 (continued)
- Product format
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- Figure 89: Interest in trying vitamins, minerals, and supplements, by gender, September 2013
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- Figure 90: Usage of vitamin, mineral, and supplement formats, by gender and age, September 2013
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- Figure 91: Interest in trying vitamins, minerals, and supplements, by gender and age, September 2013
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- Figure 92: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
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- Figure 93: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013 (continued)
- Purchase location
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- Figure 94: Total US retail sales of vitamins, minerals, and supplements, by channel, at current prices, 2011 and 13
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- Figure 95: Purchase location for vitamins, minerals, and supplements, by gender, September 2013
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- Figure 96: Purchase location for vitamins, minerals, and supplements, by age, September 2013
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- Figure 97: Purchase location for vitamins, minerals, and supplements, by household income, September 2013
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- Figure 98: Purchase location for vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
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- Figure 99: Purchase location for vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
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- Figure 100: Purchase location for vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013 (continued)
- Attitudes toward vitamins
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- Figure 101: Agreement with Attitudes toward vitamins, minerals, and supplements, by gender, September 2013
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- Figure 102: Agreement with Attitudes toward vitamins, minerals, and supplements, by age, September 2013
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- Figure 103: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013
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- Figure 104: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013 (continued)
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- Figure 105: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013 (continued)
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- Figure 106: Agreement with attitudes toward vitamins, minerals, and supplements, by purchase location for vitamins, minerals, and supplements, September 2013
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- Figure 107: Agreement with attitudes toward vitamins, minerals, and supplements, by purchase location for vitamins, minerals, and supplements, September 2013 (continued)
- Online usage
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- Figure 108: Frequency of visiting websites, by target clusters, September 2013
Appendix – Market Drivers
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- Patient Protection and Affordable Care Act
- Consumer confidence
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- Figure 109: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 110: US Unemployment Rate, by month, 2002-13
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- Figure 111: US unemployment and underemployment rates, 2007-13
- Figure 112: Number of employed civilians in US, in thousands, 2007-13
- Obesity
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- Figure 113: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
- Childhood and teen obesity – highest in decades
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- Figure 114: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 115: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 116: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 117: US population, by age, 2008-18
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- Figure 118: US households, by presence of own children, 2002-12
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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