Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Top takeaways
- Overview
- VMS market continues to experience notable growth
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- Figure 1: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2014-24
- Key trends
- Clearly defined functionality
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- Figure 2: Examples of vitamins and minerals with defined functionality
- Clean, natural ingredients in demand
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- Figure 3: Impact of ingredient claims on purchasing vitamins, minerals and supplements, July 2019
- Younger consumers want gummies
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- Figure 4: Prefer gummy format for vitamins, minerals or supplements, by age, July 2019
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- Figure 5: Gummy vitamin examples
- Majority of consumers still seek vitamins and minerals
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- Figure 6: Repertoire of vitamin and mineral usage, July 2019
- What it means
The Market – What You Need to Know
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- VMS market growing at a solid steady pace
- Consumers most likely to take vitamins
- Media reports influence consumers, thus sales of vitamins and minerals
- Consumers seek vitamins and minerals for wellbeing
Market Size and Forecast
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- VMS market continues to grow at steady pace
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- Figure 7: Total US sales and fan chart forecast of vitamins, minerals and supplements, at current prices, 2014-24
- Figure 8: Total US retail sales and forecast of vitamins, minerals and supplements, at current prices, 2014-24
Market Breakdown
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- All segments continue to show growth
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- Figure 9: Total US retail sales of vitamins, minerals and supplements, by segment, at current prices, 2017 and 2019
- Vitamin and mineral sales follow reports of benefits and dangers
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- Figure 10: Total US retail sales and forecast of vitamins, at current prices, 2014-24
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- Figure 11: Total US retail sales and forecast of minerals, at current prices, 2014-24
Market Factors
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- Consumer focus on health bodes well for vitamin and mineral brands
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- Figure 12: Select attitudes/opinions about vitamins and minerals, 2018
- Vitamins, particularly multivitamins, are familiar
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- Figure 13: Usage of any vitamin, mineral or supplement, July 2019
Key Players – What You Need to Know
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- Smaller brands gaining market share
- Natural ingredients desired
- Younger adults want their gummies
- Lack of regulation is an ongoing issue
- Personalization over one size fits all
- New format blurring line between VMS and functional snacks
Company and Brand Sales of Vitamins, Minerals and Supplements
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- Smaller brands taking market share from mainstay players
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- Figure 14: Multi-outlet sales of vitamins, minerals and supplements by leading companies, rolling 52 weeks 2018 and 2019
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- Figure 15: Nature made original and updated product labels
- Figure 16: Bausch & Lomb Ocuvite
What’s Working
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- Natural ingredients desired
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- Figure 17: Multi-outlet sales of Garden of Life, rolling 52 weeks 2018 and 2019
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- Figure 18: Garden of Life MyKind Organics product examples
- Gummy formats attract younger consumers
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- Figure 19: Gummy as preferred format for vitamins, minerals and supplements, by age and gender, July 2019
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- Figure 20: Multi-outlet sales for Olly, by vitamins and minerals, rolling 52 weeks 2018 and 2019
What’s Struggling
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- Major players in vitamin market losing MULO sales and market share
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- Figure 21: Multi-outlet sales of vitamins, by select leading companies and brands with declining sales, rolling 52 weeks 2018 and 2019
- Health gains from vitamins and minerals called into question
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- Figure 22: Food is the best source of vitamins and minerals, by age, July 2019
- Lack of regulation an ongoing issue
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- Figure 23: Regulation opinions and knowledge, July 2019
What to Watch
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- Personalization over one size fits all
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- Figure 24: Interest in personalized multivitamins and DNA testing, by age, July 2019
- Natural sourcing paves way for sustainability
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- Figure 25: MegaFood vitamin examples
- Format blurring – Vitamin or tasty treat?
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- Figure 26: MyBite multivitamins
The Consumer – What You Need to Know
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- Most consumers take their vitamins
- Calcium is the dominant mineral
- Preservatives a top concern
- Consumers seeking proof before purchase
- Traditional formats remain top pick, for now
- Daily routine is important
- Parents most willing to pay a premium
- Growing demand for personalization
Vitamin Usage
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- Overall vitamin use remains high
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- Figure 27: Usage of any vitamin, mineral or supplement, July 2019
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- Figure 28: Vitamins currently taken, July 2019
- Vitamin usage high across age groups
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- Figure 29: Current vitamin usage, by age, July 2019
- Age and gender determine vitamins of choice
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- Figure 30: Select single-letter vitamin current usage, by gender and age, July 2019
Mineral Usage
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- Calcium drives mineral market
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- Figure 31: Minerals currently taken, July 2019
- Minerals taken vary greatly by gender and age
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- Figure 32: Mineral usage, by age and gender, July 2019
Ingredient Claims Impact on Purchasing
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- Penchant for natural on the rise
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- Figure 33: Impact of ingredient claims on purchasing vitamins, minerals and supplements, July 2019
- Claims of concern mimic food and drink trends
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- Figure 34: Impact of ingredient claims on purchasing vitamins, minerals and supplements, by age, July 2019
- Parents more prone to seek natural options
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- Figure 35: Impact of ingredient claims on purchasing vitamins, minerals and supplements, by parental status, July 2019
Label Claims Impact on Purchasing
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- Consumers seeking reassurance before purchase
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- Figure 36: Impact of label claims on purchasing vitamins, minerals and supplements, July 2019
Regulation Awareness and Perceptions
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- Trust could improve with regulation
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- Figure 37: Regulation opinions and knowledge, July 2019
Preferred Formats
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- Traditional formats remain on top, for now
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- Figure 38: Preferred formats for vitamins, minerals and supplements, July 2019
- Younger consumers drive demand for alternative formats
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- Figure 39: Preferred formats for vitamins, minerals and supplements, by age, July 2019
Vitamin and Mineral Regimens
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- Daily routine is important to VMS users
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- Figure 40: Ways of sticking to regimen, July 2019
- Younger adults could benefit from habit stacking to establish a routine
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- Figure 41: Ways of sticking to regimen, by age, July 2019
Attitudes toward Vitamins and Minerals
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- Food sources are best, but vitamins and minerals offer convenience
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- Figure 42: Food is the best source of vitamins and minerals, July 2019
- Brands need different tactics to gain loyalty
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- Figure 43: Select attitudes toward vitamin and mineral brands, by age, July 2019
- Younger adults question health benefits of vitamins and minerals
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- Figure 44: Taking vitamins and minerals won’t improve my health, by age, July 2019
- Growing demand for personalization
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- Figure 45: Interest in personalized multivitamins, by age, July 2019
- Diving deeper into personalization via DNA
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- Figure 46: A DNA test can help determine the vitamins and minerals I need, by age, July 2019
- Parents more willing to pay for whole food/premium ingredients
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- Figure 47: Select attitudes toward vitamins and minerals, by parental status, July 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 48: Total US retail sales and forecast of vitamins, minerals and supplements, at inflation-adjusted prices, 2014-24
- Figure 49: Total US retail sales and forecast of vitamins, minerals and supplements, by segment, at current prices, 2014-24
- Figure 50: Total US retail sales and forecast of vitamins, at inflation-adjusted prices, 2014-24
- Figure 51: Total US sales and fan chart forecast of vitamins, at current prices, 2014-24
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- Figure 52: Total US retail sales and forecast of minerals, at inflation-adjusted prices, 2014-24
- Figure 53: Total US sales and fan chart forecast of minerals, at current prices, 2014-24
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Appendix – Key Players
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- Figure 54: Multi-outlet sales of vitamins, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 55: Multi-outlet sales of minerals and supplements, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 56: Multi-outlet sales MyBite Vitamins, 52 weeks ending June 16, 2019
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Appendix – The Consumer
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- Repertoire of vitamin usage
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- Figure 57: Repertoire of vitamin usage, July 2019
- Repertoire of mineral usage
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- Figure 58: Repertoire of mineral usage, July 2019
- TURF Methodology
- TURF Analysis – Perception of ingredient claims
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- Figure 59: TURF Analysis – Ingredient claims perceptions, July 2019
- TURF Analysis – Perception of clinical claims
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- Figure 60: TURF Analysis – Clinical claims perceptions, July 2019
- TURF Analysis – Preferred formats
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- Figure 61: TURF Analysis – Preferred formats, July 2019
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