The U.S. Market for Herbal Supplements
Packaged Facts
June 1, 1999 266 Pages - SKU: LA540
There is an updated edition available for this report.
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Countries covered: United States
Now 25% off the original sale price of $2,750.
This report from Packaged Facts covers the fast-growing herbal supplements market, including the latest trends in retail
dynamics, new product introductions, market size and growth, and comprehensive profiles of today's major competitors and innovative players. Packed with up-to-the-minute facts through 1998 and forecasts through 2003, this study also examines current distribution and retail trends, consumer attitudes and product purchasing patterns, along with many other exciting facts influencing this industry's tremendous growth.
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Additional InformationScope and Methodology
Market Parameters
This report covers herbal supplements used for nutritional or medicinal purposes and sold at retail primarily through health and natural product stores, mass merchandisers, drugstores, supermarkets, direct selling, and mail order or Internet. It also covers herbal teas if they are sold for medicinal uses. The report also does not cover herbal products sold at the institutional or professional health-care level or bulk herbs.
The report does not cover vitamins and minerals; supplements derived from non-plant sources such as shark cartilage, red yeast, or glandulars; nutraceuticals or functional foods; culinary herbs sold as food ingredients; homeopathic products; aromatherapy products; nor most sports nutritionals. Note, however, that sports products with a signifi-cant competitive overlap in the herbal market, such as ginseng, are covered by this re-port.
Report Methodology
The information contained in this report was obtained from both primary and sec-ondary research. Primary research entailed in-depth, on-site examinations of health and natural product stores, mass merchandisers, drugstores, and food stores, and information from the March 1999 Natural Products Expo West in Anaheim, California. Extensive company interviews were conducted to obtain information on regulatory issues, market-ing programs, and new products pertaining to the herbal supplement market, and health and natural product retailers were interviewed to gain product trend information.
Secondary research entailed data-gathering from relevant sources. Included were consumer and industry publications, newspapers, government reports, financial reports, company literature, and annual reports. Revenues and revenue growth rates are based on secondary research confirmed through primary interviews with professional organiza-tions, trade publications, and major players in the market.
Because a large share of herbal supplement sales occurs in health and natural product stores, which are not monitored by tracking services, total retail sales of herbal supplement products were estimated for this report. For the health and natural product sector, Packaged Facts has relied on data published by four trade magazines—Health Foods Business, Natural Foods Merchandiser, Vitamin Retailer, and Whole Foods—supplemented by interviews with marketers and other trade sources. For the mass-market sector, Packaged Facts derived figures from data from Information Resources, Inc. (IRI) and A.C. Nielsen, as reported in various trade publications.
The consumer demographic information in this report is based on data compiled by Simmons Market Research Bureau, New York, New York. Each year Simmons sur-veys a large sample of consumers about their buying habits; the spring 1998 data cited here is based on a sample of 21,594 adults. Simmons has access to complete demo-graphic information about these consumers, who are selected to represent a statistically accurate cross-section of the U.S. population.
- Executive Summary
- Historical Overview
- Resurgence of Interest in Herbals
- FDA Proposes Strict Herbal Supplement-Claims Guidelines
- The Dietary Supplement Health and Education Act
- The April 1998 FDA Proposal
- The Industry Reacts
- Product Breakouts
- Classification by Standards and Origin
The Market
- 1998 Sales Reach $2.6 Billion
- Table 1-1: The U.S. Market for Herbal Supplements: Retail Sales, 1993-2002 (dollars)
- Sales by Retail Outlet Type
- Top-Sellers in Health and Natural Product Stores
- Top-Selling Herbal Supplements in the Mass Market
- Positive Factors Affecting Market Growth
- Negative Factors Affecting Market Growth
The Marketers
- Hundreds of Companies in Field
- Leading Herbal Supplement Marketers
- Sleeping Giants Awaken
- New Players and Acquisitions
- Store Brands Becoming More Important
- Variant Marketing Methods
- Steady Rate of New Product Introductions
- Table 1-2: The U.S. Herbal Supplement Market: Number of New Product Introductions, 1995-May 1999
- New Products Increasingly Specialized
- Medical Claims Joined by Pharmaceutical-Style Packaging
- Standardization vs. Whole Herbal Products
Distribution and Retail
- Two Distinct Distribution Sectors
- Distributor Margins for the Two Sectors
- Health and Natural Product Stores Essential for Herbal Supplement Market
- Customer Service in Health and Natural Product Stores
- Larger Retail Margins in Health and Natural Product Stores
- Strategic Category Management
- Mass Merchandisers Compete on Price, Selection, and Advertising
- Herbal Supplements Important to Drugstores
- Health and Natural Product Stores Threatened by Mass Market
The Consumer
- Percentage of U.S. Adults Using Herbal and Garlic Products Is Growing
- Demographics of Herbal Supplement and Garlic Users
- New Users Are Younger
- Top-Selling Herbal Supplements
- Consumers Take Herbal Supplements for Health and Well Being
- Information about Herbs May Help Retention
Scope and Methodology
- Market Parameters
- Report Methodology
- The Products
- Herbal Supplements Used for Nutritional or Medicinal Purposes
- Vitamins and Minerals Excluded
- Nutraceutical and Functional Foods Not Covered
- Culinary Herbs Excluded
- Homeopathic and Aromatherapy Products Not Covered
History Of The Industry
- Ancient Roots of Herbalism
- Early European Influences
- The Rise and Fall of American Herbalism
- Oriental and Ayurvedic Influences
- Native American Origins
- A Growing Industry Sparks Government Crackdown
- The Proxmire Amendment Curbs FDA, Opens Market
- NLEA Gives FDA New Rules and Power
- FDA Proposes Strict Herbal Supplement-Claims Guidelines
- FDA Takes Firm Stand, Particularly Against Herbal Supplements
- Pro-Supplement Bill Introduced
- Passage of DSHEA Is Victory for Industry
- FDA Attacks DSHEA After Ephedra Incident
Product Definition
- Plant-Based Products
- Table 2-1: Herbal Ingredients and Their Primary Benefits (104 herbs)
Product Breakouts
- The Two Main Categories: Single-Ingredient Products and Formulas
- Standardized and Non-Standardized
- Classification by Origin
- Europe Has Strong Influence on the United States
- Chinese Herbal Products Now in the Mainstream
- Ayurveda Based on Ancient Indian Texts
- Native American Herbs Based on Native Plants
- Tropical Herbs Support Rainforest Preservation
- Classification by Function
- Delivery Systems Include Tablets, Capsules, and Liquids
- Health and Natural Products vs. Mass Market
Government and Industry Regulators
- Herbs Regulated by the Federal Food and Drug Administration
- Drug Approval Process Costly
- NLEA Health Claims Limited
- Supplement Industry Wins Ruling
- DSHEA Supplement Protections
- DSHEA Structure/Function Claims Allowed
- Disease Claims Prohibited by DSHEA
- The April 1998 FDA Proposal
- The Industry Reacts
Trade Associations
- American Botanical Council
- American College of Nutrition
- American Herbal Products Association
- Citizens For Health
- Consumer Healthcare Products Association
- Council for Responsible Nutrition
- Herb Research Foundation
- National Nutritional Foods Association
- The Market
- Sales Difficult to Quantify
- 1998 Sales Reach $2.6 Billion
- Herbal Supplements Go Mainstream
- Table 3-1: U.S. Retail Sales of Herbal Market, 1994-1998 (dollars)
Market Composition
- Health and Natural Product Stores Losing Stronghold
- Mass Merchandisers Overtake Drugstores in Mass Market
- Herbs Number-One Category in Drugstores
- Table 3-2: Share of U.S. Herbal Supplement Sales by Retail Outlet Type, 1994-1998 (percent): 9 Outlet Types
- Top-Selling Herbal Supplements
- Table 3-3: Top-Selling Single Herbs in U.S. Health and Natural Product Stores, 1997-1998 (percent): 11 Herbs, Other
- Single Herbs Account for Half of Sales
- Mass-Market Single-Herb Winners
- Greater Variety Through Health and Natural Product Stores
- Table 3-4: U.S. Top-Selling Single Herbs in Mass-Market Stores, 1998 (percent): 10 Herbs, Other
- Fast-Growing Herbal in Health and Natural Product Stores
- Table 3-5: Fastest-Growing Herbal Categories in Natural Products Channel (percent): 5 Categories
- West Leads Market for Herbal Supplement Use
- Table 3-6: Regionality of Use of Herbal Supplements, 1998 (percent and index): West, Northeast, Midwest, South
- Sales Stronger in Winter Months
Factors to Market Growth
- Prevention and Trend Toward Self-Care
- Aging Population Will Drive Herbal Supplement Sales
- Living Longer, Living Well
- Women's Health and Aging
- Modern Man's Health Problems
- Herbal Supplements for Age-Associated Conditions
- Positive Experiences with Alternative Therapies
- Confidence and Use of Herbs Increasing
- Popularity of Authentic Chinese Medicine
- Growing Interest in Ayurvedic Medicine
- Expanded Mainstream Distribution Adds to Growth
- A New Playing Field with DSHEA
- FDA Tries to Rein in Herbal Industry
- Private Testing Group Questions Label Claims
- Standardization an Issue
- German E Monographs Spawn Duplication
- Associations Promote Herbal Industry
- NDMA Broadens Focus
- Positive Research Promotes Specific Herbs
- Research Funding Increases
- Negative Studies Countered by Industry
- Medical Establishment Using Herbs
- Medical Schools Teaching Herbs
- New Alternative Medicine Publication
- HMOs and Insurance Companies Endorse Alternative Medicine
- Potential for Growth: The Majority of Americans Still Non-Users
- Herbal Advertising in Mainstream Media
- Mainstream Retailers Increasing Shelf Space
- Increased Competition Leads to Lower Prices
- Lack of Education Still an Obstacle
Projected Market Growth
- Sales to Reach Nearly $6.6 Billion by 2003
- Growth Expected Well into the Future
- Table 3-7: Projected Retail Sales of U.S. Herbal Supplement Market, 1998-2003 (dollars)
- The Marketers
- Approximately 500 Companies in the Market
- Health and Natural Product Store Suppliers
- Dominant Herbal Supplement Companies
- Leading Broadline Marketers in the Mass Market
- Emergence of Pharmaceutical Giants
- Cross-Over Has Occurred
- Pharmaceutical Supplement Leaders
- New Players with Promise
- Store Brands Play Important Role
- Leading Direct Marketers
- Mail-Order Marketers
- Table 4-1: The U.S. Market for Herbal Supplements: Selected Marketers by Brand Line and Product (133 marketers)
Marketer and Brand Share
- Leading Herbal Supplements in Health and Natural Product Stores
- Table 4-2: Leading Herbal Supplements (Capsules and Tablets) Distributed by Nature's Best: Share of Sales, 1st Quarter 1999 (company, brand/product, percent)
- Table 4-3: Leading Herbal Supplements (Powder and Liquid) Distributed by Nature's Best: Share of Sales, 1st Quarter 1999
- Leading Garlic and Ginseng Products in Health and Natural Product Stores
- Table 4-4: Leading Garlic Products Distributed by Nature's Best: Share of Sales, 1st Quarter 1999 (company, brand/product, percent)
- Table 4-5: Leading Ginseng Products Distributed by Nature's Best: Share of Sales, 1st Quarter 1999 (company, brand/product, percent)
- Top-Selling Brands in Mass Merchandisers
- Top-Selling Brands in Drugstores
- Top-Selling Brands in Food Stores
- 1999 Leaders Will Change
- Table 4-6: Top Herbal Supplement Products Sold Through Mass Merchandisers: Dollar Sales By Product Segment (in thousands), 1998 (brand and dollars): 2 Product Segments
- Table 4-7: Top Herbal Supplement Products Sold Through Drugstores: Dollar Sales By Product Segment (in thousands), 1998
- Table 4-8: Top Herbal Supplement Products Sold Through Food Stores: Dollar Sales By Product Segment (in thousands), 1998
Competitive Overview
- New Products Drive Market
- Increased Competition; Survival of the Fittest
- Mergers and Acquisitions
- Large Companies Buying In
- New Potential Mass Marketer
- Pharmaceutical Giants Crowd Out Traditional Companies
- Traditional Players Respond
- Record-High Marketing Budgets
- Lower Price Points and Greater Selection
- Line Extensions Win Shelf Space
- Brand Extensions Bank on Familiarity
- Standardization vs. Whole Herbal Products
- Medical Legitimacy
- Competition for Menopausal Market
- St. John's Wort Wars
- Conflict of Standardization
- Differences Still Remain in Marketing
Competitive Focus: Health and Natural Product Sector
- A Highly Fragmented Market
- Discounting: A Tool in the Fight for Shelf Space
- Market Segments by Demographics and Symptoms
- Natural and Scientific Innovation Drive Market
- Marketers Promote Through Health and Natural Product Publications
- Advertising Expenditures Up, But Most Competition at Store Level
- Retailers Wooed at Trade Shows
- Seminars and Lectures
Competitive Focus: The Mass Market
- Pharmaceutical Companies Head to Head
- Largest Players Use Consumer Advertising and Promotion
- Health and Natural Products Repackaged for Mass Market
- Medical Authority Endorsements
- Health Product Lines Have Crossed Over into the Mass Market
- Price and Value Competition
- Quick Response to Media
- Educational Programs Boost Sales
- Competition by Stores for Their Own Brands
- Marketers Offer Plan-O-Grams and Shelf-Stocking Assistance
Competitive Profile: American Home Products Corp.
- Corporate Overview
- Move Toward Pharmaceuticals and Biotech
- Herbal Supplements Part of Consumer Health-care Division
- Acquisition of Solgar
- Agreement with PharmaPrint to Create Herbal Line
- Centrum Herbals Backed by Advertising
Competitive Profile: Bayer AG
- Corporate Overview
- Five Business Segments
- Company History
- Research and Development Expenditures
- Consumer Care Division Handles Herbal Supplements
- Introduction of One-A-Day-Herbal Combinations
- Investments in the Future
Competitive Profile: Boehringer Ingelheim Pharmaceuticals, Inc. (Pharmaton Natural Health Products)
- Corporate Overview
- Ginsana Is Flagship Product
- A Historic Launch
- Marketing Efforts Under Boehringer
- Growth through New Products
- New Products and Advertising in 1998
- Company Mission and Vision
Competitive Profile: Celestial Seasonings, Inc.
- Corporate Overview
- Teas with Unique Identity
- Current Products: Tea Blends and Herbal Supplements
- Unusual Corporate History
- Less Than Celestial Growth
- Acquisitions, Agreements and Growth
- Widely Available Brand
- Strategies for the Future
Competitive Profile: Frontier Natural Products Co-op
- Corporate Overview
- Product Categories and Lines
- A Modest Beginning
- New Herbal Line Launched in 1999
- Commitment to Herbal Education
- A Company with Vision
Competitive Profile: Murdock Madaus Schwabe
- German/American Consortium Leads U.S. Market
- Founded by the Murdock Family
- Two Major Brands, Several Product Lines
- NaturaLife for Mass Channels
Competitive Profile: Natrol, Inc.
- Corporate Overview
- Products
- Health and Natural Product Store Roots, Mass-Market Success
- New Herbal Products
- U.S. Patent and Acquisitions
- Focus on Media in 1999
Competitive Profile: Nu Skin Enterprises, Inc. (Pharmanex, Inc.)
- Corporate Overview
- Cholestin Top Product
- Scientific Products "From the Ground Up"
- Brief, Volatile History
- A Bold Move in the Right Direction?
Competitive Profile: Pharmavite Corp.
- Corporate Overview
- Company History
- Pharmavite Products
- Products Meet USP Standards for Dissolution
- Marketing Efforts
- Pharmavite Vitamin and Herb University
Competitive Profile: Twin Laboratories Corp.
- Corporate Overview
- Complete Product Line
- Herbal Supplements: Nature's Herbs for Natural Product Stores
- TruHerbs for Mass-Market Stores
- Alvita Herbal Teas
- New Acquisitions
- Legal Challenges
Competitive Profile: Warner-Lambert
- Corporate Overview
- Pharmaceuticals and Candy
- Positioned as a Global Leader
- Enter the Herbals: Quanterra
- "Gold Standard" Advantage
- Cold Business with Celestial
Marketing Trends
- Growing Emphasis on New Products
- Structure/Function Claims
- Scientific and Medical Language in Advertising
- Pharmaceutical-Type Product Names
- Pharmaceutical-Style Packaging and Promotional Materials
- U.S. Patents and Proprietary Processing
- Educating Health Care Professionals
- Two-Timing the Retail Channels
- Unified Line Names and Brand Extensions
- Retail Display Technology Drives Supplement Sales
- Simplified Pricing Strategies
- Marketers Participate in Co-Op Advertising
New Product Trends
- Rate of Herbal Supplement Introductions Steady Since DSHEA
- Table 4-9: The U.S. Herbal Supplement Market: Number of New Product Introductions, 1995-May 1999 (stock-keeping units)
- Products Increasingly Specialized
- A Move Toward Standards?
- Formulating Combos: Herbs with Other Supplements
- "Hot" New Mass-Market Herbal Supplements
- Top-Selling Herbs in Health and Natural Product Stores
- The St. John's Wort Explosion
- Kava Becomes a Top-Selling Herb
- Cold Combinations
- Gender-Specific Products
- Seniors and Aging Baby Boomers
- More Children's Products
- Physician and Group Endorsements
- Products for the Pill-Adverse
- Table 4-10: The U.S. Market for Herbal Supplements: Selected New Product Introductions, January 1998-May 1999
Consumer Advertising Expenditures and Positioning
- More Spent on Herbal Supplement Advertising in 1998
- Many Herbal Supplement Marketers Advertise
- Top Advertisers—$20 Million +
- Other Leading Advertisers
- Disease Prevention and Cure Covertly Advertised
- Structure/Function Claims: Limited Medical Language
- Potency and Standardization
- Information, Education, and Entertainment Sell Products
- Scientific References and Language Sells Products
- Catering to the Rat Race
- Fear Sells
- Paradise Found—In a Bottle
- Humor and Wit Lend Levity
- Mother Knows Best
- Self-Care Is In
- Beautiful Bodies, Joyous Images
- Space Age and the Coming Millennium
- Examples of Consumer Advertising and Promotions
Consumer Promotions
- Educational Material Promotes Products
- Toll-Free Numbers and Web Site Address
- Free Samples and Special Offers
- Coupons and Rebates
- Consumer In-Store Magazines
- Radio Health Shows
- Contests and Sweepstakes
- Examples of Consumer Promotions
Trade Advertising and Promotions
- Trade Ads Used by Most Marketers
- Messages Different in Mass and Health and Natural Product Markets
- Marketers Use Displays to Compete for Retail Space
- Educational Retail Training Provided by Marketers
- Marketers Offer Retailers Shelf-Planning and Maintenance Services
- Trade Shows
- Discounts Are Common Component of Promotions
- Examples of Trade Advertising and Promotion
- Distribution and Retail
At the Distribution Level
- Two Distinct Distribution Sectors
- Health and Natural Product Distributors
- Several Large Distributors Dominate Health and Natural Product Sector
- Centralized Warehouses for Large Health and Natural Product Retailers
- Health and Natural Product Retailers Buying Direct
- Mass-Market Herbal Supplements and Warehouse Delivery
- A Few Mass Marketers Deliver Direct
- Leading Drug Wholesalers
- Table 5-1: Leading Mass-Market Drug Wholesalers, 1998 Sales (dollars)
- Distributor Margins for the Two Sectors Differ
- Forward Buying by Distributors
- Distributor Services
- PharmaHealth Natural Care Centers
- McKesson's Nutristation Program
- Brokers Support Marketers' Sales Efforts
At the Retail Level
- Health and Natural Product Stores Retain Largest Share
- Mass Merchandisers Second-Largest Outlet
- Slower Growth in Drugstores
- Table 5-2: Share of U.S. Herbal Supplement Sales by Retail Outlet Type, 1998
- The Well-Stocked Herbal Supplement Section
- Category Management: Grouping Products by Function
- Placing Herbs Next to Vitamins
- Margins by Retailer Type
Retail Focus: Health and Natural Product Stores
- Retail Sector Essential to Herbal Supplement Industry
- Herbal Products Important to Stores
- Supplement Chains Oriented to Herbal Supplements
- Educated Personnel
- Mass Market Poses Greater Competition for Health and Natural Product Stores
- Meeting the Competition
- Stores Growing Larger, Reaching Broader Customer Base
- Number of Full Lines Carried Is Increasing
- The Whole Foods Approach
- Herbal Selection in a Small Supplement Store
- Private Label Growing in Importance
- Health and Natural Product Retail Prices Are Higher
- Major Promotional Tools
- Slotting Fees—A New Trend?
Retail Focus: Mass Merchandisers
- Competing on Price, Selection, and Advertising
- Space Devoted to Herbal Supplements
- Private Label Key to Product Mix
- Expanded Efforts to Reach Herbal Supplement Consumers
Retail Focus: Drugstores
- Herbal Supplements Are Important to Drugstores
- Larger Chains Welcome Pharmaceutical Giants
- Responding to Competition from Discounters
- Independent Drugstores Banking on Herbal Supplements
- Organization of Herbal Supplement Selection
- Herbal Supplements Usually Placed Near Pharmacy
- Drugstore Staff Typically Not Trained
- Increased Shelf Space
- Chain Drugs Expanding Herbal Selection
- Stores-Within-Stores
- In-Store Education
- Frequent Buyer Programs
- Private Label Big Opportunity
Retail Focus: Supermarkets
- Share of Sales Small from Herbal Supplements
- Herbal Supplements Usually Located in HBC
- Vitamin/Herbal Tug-of-Wars
- Herbal Supplement Departments Usually Small
- Expanding Selection
- Full "Health Food Store" Departments and Whole Health Stores
- Private Label Efforts
- Training Staff to Answer Consumers' Questions
- Attractive Margins and Higher Prices
- Tips for Stronger Herbal Supplement Sales
Retail Focus: Multi-Level, Mail Order, And Internet Marketing
- Multi-Level Marketing Works for Herbal Supplements
- Major Multi-Level Marketers Offering Herbals
- Personalized Service and Sales Techniques
- Mail Order Still Strong on Price
- Major Mail-Order Companies Selling Herbals
- Mail-Order Newcomers to Herbal Products
- Herbal Supplement Products Are Naturals on the Internet
- Internet Companies Offering Herbals
- Store-Based Retailers Move Onto the Internet
- The Consumer
Consumer Usage of Herbal Supplements
- The Simmons Survey System
- Use of Herbal and Garlic Products Increasing
- Celestial Seasonings Study Shows Higher Use
- Amount Spent on Herbal Supplements
- Older Consumers, Women, and Westerners Use Herbal Supplements
- Educated Professionals
- Retirement, Education, and Affluence Linked with Garlic Supplement Use
- Divorced or Separated, Westerners, and Two Person Households
- Table 6-1: Demographic Characteristics Favoring Use of Herbal and Garlic Products, 1998 (U.S. adults)
- Gallup Survey's Demographic Profile
- New Users Are Younger
- Herbal Use Linked to Higher Education
- Demographics by Type of Product
Usage by Product Type
- Most Commonly Used High-Profile Herbs
- Usage Trails Awareness
- The Whole Foods Survey of Health and Natural Product Shoppers
- Five Top Herbs Used
- Use of Most Herbal Products Increased
- Some More Recently Introduced Products Show High to Moderate Use
- Use of Some Herbal Products Has Decreased
- Table 6-2: Percent of Health and Natural Product Store Shoppers Who Purchased Herbal Products: By Product Type, 1996 vs. 1998 (percent): 35 Herbs, Other
Consumer Attitudes
- Why Users Take Herbal Supplements
- Herbal Products Better Rated for Safety, Cost, and Effectiveness
- Leading Consumer Uses of Top-Selling Herbal Treatments
- Guidance Would Help Non-Users Become Users
- Believers, Non-Believers, and Skeptics
- Believers Subsegments
- Consumers Lack Information
- Top Herbal Information Sources
- Most Important Features Affecting Purchase Decisions
- Nearly One-Third are Dissatisfied
- Potential New Users Among Non-Users
Appendix I: Examples of Consumer and Trade Advertising and Promotions
Appendix II: Addresses of selected marketers
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