Table of Contents
Executive Summary
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- The issues
- Strong market growth driven by supplements, alternate formats
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- Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements market, at current prices, 2010-20
- Use increases with age, lower among younger adults
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- Figure 2: Use of vitamins, minerals, supplements in the past 12 months, by age, June 2015
- Consumers remain skeptical over VMS product efficacy
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- Figure 3: Select attitudes toward vitamins, minerals, and supplements – any agree*, June 2015
- The opportunities
- Position vitamins, minerals, and supplements as preventative health
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- Figure 4: Healthy actions performed in the past 12 months, June 2015
- Increase use of vitamins, minerals, and supplements among younger adults
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- Figure 5: Consumers who have used or are interested in using vitamins, minerals, supplements for beauty benefits*, by age, June 2015
- Improve packaging and communication around product efficacy
- What it means
The Market – What You Need to Know
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- Market growth lead by strong supplements sales
- Adults proactive about health, skeptical of vitamins, minerals, and supplements
- Gains driven by aging population, stabilizing household incomes
Market Size and Forecast
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- Historic and projected sales performance of vitamins, minerals, and supplements
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- Figure 6: Total US sales and fan chart forecast of vitamins, minerals, and supplements market, at current prices, 2010-20
- Figure 7: Total US sales and forecast of vitamins, minerals, and supplements, at current prices, 2010-20
Market Breakdown
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- Supplements largest category after strong growth from 2012-15
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- Figure 8: Sales of vitamins, minerals, and supplements, by segment, $millions, 2010-15 (est.)
Market Perspective
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- US adults focus on natural approaches to maintain health
- Overcoming consumer skepticism could boost sales
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- Figure 9: US adults perceptions of vitamins, minerals, and supplements – any agree (net)*, February 2009-March 2015
- Foods fortified with vitamins and minerals present increased competition
- Market impacted by occasional use, missed doses
- In their words
- Beauty from within trend appeals to younger consumers
Market Factors
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- Aging population to drive market growth
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- Figure 10: US population by age, 2010-20
- Stabilizing household incomes may boost market
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- Figure 11: Median household income, 2003-13
- Higher obesity levels linked to lower intake of nutrients
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- Figure 12: American adults, by weight category as determined by body mass index (BMI), 2008-14
Key Players – What You Need to Know
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- Heavy competition between leading brands
- Alternate formats, supplements driving market growth
- Skepticism leads to struggles for multivitamins, private label
- Improved packaging, additional formats appeal to younger consumers
Manufacturer Sales of Vitamins, Minerals, and Supplements
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- Heavy competition between brands due to consumer perceptions
- Manufacturer sales of vitamins, minerals, and supplements
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- Figure 13: MULO manufacturer sales of vitamins, minerals, and supplements, 2014 and 2015
What’s Working?
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- Market boosted by alternate formats such as gummies and liquids
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- Figure 14: Centrum vitamins commercial, 2015
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- Figure 15: MULO sales of select liquid vitamins, 52-week review period ending June 14, 2015
- Minerals appeal to an aging population, supplements address specific concerns
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- Figure 16: MULO sales of select minerals, 52-week review period ending June 14, 2015
- Consumers turn to single letter vitamins to address specific concerns
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- Figure 17: MULO sales of select single letter vitamins, 52-week review period ending June 14, 2015
What’s Struggling?
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- Multivitamins experience slower growth as consumers turn to single letter vitamins
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- Figure 18: Alive! vitamins commercial, 2014
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- Figure 19: MULO sales of select multivitamins, 2012-14
- Private label struggles as consumers seek branded options
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- Figure 20: MULO sales of select private label vitamins, minerals, and supplements, 2012-14
What’s Next?
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- Customized products
- Additional format innovations will continue to drive growth
- Well-known brands expand into VMS market
- Improved, unique packaging appeals to younger consumers
The Consumer – What You Need to Know
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- Adults lead healthy lifestyles enhanced by vitamins, minerals, and supplements
- Alternate formats such as gummies make an impact on the market
- Recommendations, natural ingredients influence consumers
- Consumers convey skepticism, confusion over VMS offerings
- Younger consumers interested in a variety of product innovations
Healthy Lifestyles
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- Vitamins, minerals, and supplements used to enhance healthy lifestyles
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- Figure 21: Healthy actions performed in the past 12 months, June 2015
- In their words
Product Usage
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- Use increases with age, multivitamins most popular VMS product
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- Figure 22: Use of vitamins, minerals, and supplements in the past 12 months, by age, June 2015
- Use of vitamins among teens and children
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- Figure 23: Homes with children that have used children’s vitamins in the past 30 days, by household income and parent’s education, February 2014 – March 2015
Product Formats
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- Tablets most popular format type, gummies and chewables making an impact
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- Figure 24: Formats of vitamins, minerals, supplements used in the past 12 months, by 18-24 and 65+ age groups, June 2015
- Few barriers exist with marketing gummies to adults
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- Figure 25: Select perceptions of different vitamins, minerals, and supplements formats, June 2015
- In their words
Purchase Influencers
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- Natural ingredients, recommendations appeal to consumers
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- Figure 26: Select purchase influencers for vitamins, minerals, supplements, by 18-24 and 65+ age groups, June 2015
- In their words
Attitudes and Perceptions
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- Skepticism, confusion among consumers
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- Figure 27: Select attitudes toward vitamins, minerals, supplements – any agree*, June 2015
- In their words
Product Innovations
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- Beauty from within trend continues to appeal to consumers
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- Figure 28: Consumers who have used or are interested in using vitamins, minerals, and supplements for beauty benefits,* by age, June 2015
- Consumers interested in customized vitamins, minerals, supplements
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- Figure 29: Interest in select vitamins, minerals, and supplements product innovations, June 2015
- In their words
- Stress reducing VMS appeals to younger consumers
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- Figure 30: Interest in vitamins, minerals, supplements product innovations – CHAID – Tree output, May 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 31: Total US sales and forecast of vitamins, minerals, and supplements market, at inflation-adjusted prices, 2010-20
- Figure 32: Sales of vitamins, minerals, and supplements, by segment share, 2015 (est.)
- Figure 33: Sales of vitamins, minerals, and supplements, by channel, in $millions, 2013-15 (est.)
- Figure 34: Natural supermarket sales of vitamins, minerals, and supplements, at current prices, rolling 52 weeks ending June 16, 2013 - June 14, 2015
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- Figure 35: Natural supermarket sales of vitamins, minerals, and supplements by segment, at current prices, rolling 52 weeks ending June 16, 2013 – June 14, 2015
- Figure 36: Natural supermarket sales of vitamins, minerals, and supplements, by organic ingredients, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
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- Figure 37: Natural supermarket sales of vitamins, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
- Figure 38: Natural supermarket sales of minerals, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
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- Figure 39: Natural supermarket sales of supplements, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
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Appendix – Key Players
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- Figure 40: MULO sales of vitamins, by leading companies and brands, 2014 and 2015
- Figure 41: MULO sales of minerals and supplements, by leading companies and brands, 2014 and 2015
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Appendix – Consumer
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- Figure 42: Households using children’s vitamins in the past 30 days, February 2010-March 2015
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- Figure 43: Brands of children’s vitamins used, February 2014-March 2015
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- Figure 44: Teen use of vitamins/minerals, October 2009-December 2014
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- Figure 45: Usage of select vitamins, February 2010-March 2015
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- Figure 46: Adult use of vitamins and minerals, February 2010 – March 2015
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- Figure 47: Brands of select adult vitamins used, February 2014 – March 2015
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- Figure 48: Frequency of adult use of vitamins, minerals, and supplements, February 2014-March 2015
- CHAID analysis
- Methodology
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- Figure 49: Interest in vitamins, minerals, supplements product innovations– CHAID – Table output, May 2015
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