Nutritional Supplements in the U.S.

• Scope and Methodology
  • Scope of Report
  • Exclusions
  • Report Methodology
  
  
• The Market
  • Retail Sales Approach $5 Billion in 2006
  • Multivitamins Pace the Market
  • Supermarkets Lead in Supplement Sales
  • Figure 1-1: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2006 (percent)
  • Nutritional Supplements Industry Under Fire
  • Market to Top $6 Billion by 2011
  
  
• The Marketers
  • Mass-Market Especially Concentrated
  • Category Cross-Over and Line Extensions
  • Private Label Accounts for 29% of IRI-Tracked Sales
  • Figure 1-2: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2006 (percent)
  • Dollar Sales Winners and Losers
  
  
• Marketing and New Product Trends
  • Introductions Picking Up Steam
  • Overriding Trends
  • Trends in Children’s Supplements
  • Fallout from Negative Publicity
  • Consumer Advertising Expenditures
  
  
• The Consumer
  • Supplements as Preventive Medicine
  • Vitamins Used by 56% of Adults
  • Figure 1-3: Top Supplement Brands/Varieties by Household Usage Rates, 2004 vs. 2006 (U.S. adults)
  • Age Is Leading Demographic Indicator
  • Supplement Socio-Economics
  
  
• Looking Ahead
  • Synergies with Functional Foods and Forms
  • The Omega Wave
  • Organic Appeals
  • Age-Related Opportunities

Chapter 2: Introduction

• Market Definition
  • Scope of Report
  • Exclusions
  • 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 at the Helm
  • DSHEA a Boon to Marketers and Retailers
  • The Nutrition Labeling and Education Act (NLEA)
  • Qualified Health Claims
  • RDAs, RDIs, DRVs, and DVs
  • FDA to Release Good Manufacturing Practices
  • The Ephedra Effect
  • Consumer Health Information for Better Nutrition Initiative
  • Supplements and the New AHA Dietary Guidelines

Chapter 3: The Market

• Market Size and Growth
  • Retail Sales Approach $5 Billion in 2006
  • Table 3-1: Total U.S. Retail Sales of Nutritional Supplements, 2001-2006 (in millions of dollars)
  • Figure 3-1: Total U.S. Retail Sales of Nutritional Supplements, 2001-2006 (in millions of dollars) Mass-Market Sales In Decline
  • Table 3-2: IRI-Tracked Dollar Sales of Nutritional Supplements, 2001-2006 (in millions of dollars)
  • Multivitamins Pace the Market
  • Table 3-3: IRI-Tracked Dollar Sales of Nutritional Supplements: By Product Category, 2001-2006 (in millions of dollars)
  • Table 3-4: Annual Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2002-2005 (in millions of dollars)
  • Table 3-5: Annual Percentage Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2002-2005 (percent)
  • Table 3-6: Five-Year Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2001-2005 (in millions of dollars)
  
  
• Market Composition
  • Combo Products Taking a Bigger Bite
  • Figure 3-2: Share of IRI-Tracked Dollar Sales of Nutritional Supplements: By Product Category, 2001 vs. 2005 (percent)
  • Condition-Specific Products Gaining Ground
  • Table 3-7: Dollar Growth and Market Share of Condition-Specific Supplements, 2001-2005 (percent)
  • Figure 3-3: Share of IRI-Tracked Dollar Sales of Nutritional Supplements: By Condition-Specific Type, 2001 vs. 2005 (percent)
  • Table 3-8: IRI-Tracked Dollar Sales of Calcium Supplements, 2001-2005 (in millions of dollars)
  • Table 3-9: IRI-Tracked Dollar Sales of Joint Supplements, 2001-2005 (in millions of dollars)
  • Table 3-10: IRI-Tracked Dollar Sales of Children’s Supplements, 2001-2005 (in millions of dollars)
  • Table 3-11: IRI-Tracked Dollar Sales of Women’s Supplements, 2001-2005 (in millions of dollars)
  • Table 3-12: IRI-Tracked Dollar Sales of Eye Supplements, 2001-2005 (in millions of dollars)
  • “Specialty Supplements” Growing in Popularity
  • Herbal Product Rankings
  • Supermarkets Lead in Supplement Sales
  • Figure 3-4: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2006 (percent)
  • The Demographics of Nutritional Supplement Purchasing
  • Racial/Ethnic and Regional Patterns of Nutritional Supplement Purchasing
  • Table 3-13: Indices for Use of Selected Supplement Classifications: By Gender, 2006 (U.S. adults)
  • Table 3-14a: Indices for Use of Selected Supplement Classifications: By Adult Age Bracket, 2006 (U.S. adults)
  • Table 3-14b: Indices for Use of Selected Supplement Classifications: By Adult Age Bracket, 2006 (U.S. adults)
  • Table 3-15: Indices for Use of Selected Supplement Classifications: By Household Size, 2006 (U.S. adults)
  • Table 3-16: Indices for Use of Selected Supplement Classifications: By Marital Status, 2006 (U.S. adults)
  • Table 3-17a: Indices for Use of Selected Supplement Classifications: By Household Income Bracket (in thousands), 2006 (U.S. adults)
  • Table 3-17b: Indices for Use of Selected Supplement Classifications: By Household Income Bracket (in thousands), 2006 (U.S. adults)
  • Table 3-18a: Indices for Use of Selected Supplement Classifications: By Individual Employment Income Bracket (in thousands), 2006 (U.S. adults)
  • Table 3-18b: Indices for Use of Selected Supplement Classifications: By Individual Employment Income Bracket (in thousands), 2006 (U.S. adults)
  • Table 3-19: Indices for Use of Selected Supplement Classifications: By Highest Degree of Educational Attainment, 2006 (U.S. adults)
  • Table 3-20: Indices for Use of Selected Supplement Classifications: By Race/Ethnicity, 2006 (U.S. adults)
  • Table 3-21a: Indices for Use of Selected Supplement Classifications: By Region, 2006 (U.S. adults)
  • Table 3-21b: Indices for Use of Selected Supplement Classifications: By Region, 2006 (U.S. adults)
  
  
• Market Outlook
  • Introduction
  • A National Health Crisis
  • Food Industry at Fault?
  • From Low Carb Dieting to Balanced Eating
  • America on a Diet
  • Table 3-22: Percentage Rates for Selected Diet-Related Activities and Attitudes: Overall and By Gender, 2006 (U.S. adults)
  • The Government Reaction
  • The New Food Guide Pyramid
  • Eating for Health
  • FDA Easing Up on Health Claims for Foods
  • Competition from Functional Foods
  • Table 3-23: New Food Product Selling Points by Package Tags, 2001-2006
  • Table 3-24: New Beverage Product Selling Points by Package Tags, 2001-2006
  • Nutritional Supplements Industry Under Fire
  • Most Supplements on Solid Scientific Ground
  • But Promotions Based on Health Claims Are Restricted
  • The Power of Marketing
  • Table 3-25: Rate of New Nutritional Supplement Product Introduction vs. Market Growth Rate, 2001-2005 (number and percent)
  • Demographic Slicing
  • The Boomer Bulge
  • Table 3-26: Projected U.S. Population by Age Bracket, 2005-2015 (in thousands)
  
  Projected Market Growth
  • Market to Top $6 Billion by 2011
  • Table 3-27: Projected U.S. Retail Sales of Nutritional Supplements, 2006-2011 (in millions of dollars)

Chapter 4: The Marketers

• Competitive Trends
  • Mass-Market Especially Concentrated
  • Health/Natural Market Players
  • NBTY’s Acquisitions
  • Direct Marketing Companies
  • Trends in Private Label
  • Table 4-1: Private-Label Share of IRI-Tracked Dollar Sales of Nutritional Supplements by Category, 2001 vs. 2005 (percent)
  • Table 4-2: IRI-Tracked Dollar Sales of Private-Label Nutritional Supplements by Category, 2001 vs. 2005 (in millions of dollars)
  • Category Cross-Over and Line Extensions
  • Table 4-3: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, Fall 2006
  
  
• Marketer and Brand Shares
  • Methodology
  • Private Label Accounts for 29% of IRI-Tracked Sales
  • Figure 4-1: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2006 (percent)
  • NBTY Takes Lead in General Supplements Category
  • Multivitamins Category a Two-Horse Race
  • Private Label Dominates 1 & 2 Letter Vitamins Category
  • Liquid Supplements Category Highly Fragmented
  • Dollar Sales Winners and Losers
  • Table 4-4: Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2001-2005 (percent)
  • Table 4-5: Top Nutritional Supplement Brands by Share of IRI-Tracked Sales, 2001-2005 (percent)
  • Table 4-6: Top Marketers and Brands of General Supplements by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
  • Table 4-7: Top Marketers and Brands of Multivitamins by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
  • Table 4-8: Top Marketers and Brands of 1 & 2 Letter Vitamins by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
  • Table 4-9: Top Marketers and Brands of Liquid Supplements by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
  • Table 4-10: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Marketers, 2001 vs. 2005 (in millions of dollars)
  • Table 4-11: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Brands, 2001 vs. 2005 (in millions of dollars)
  • Table 4-12: Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Sub-Brand Lines, 2001 vs. 2005 (in millions of dollars)

Chapter 5: Brand Profiles

• Brand Profile: Ocuvite/PreserVision (Bausch & Lomb)
  • Bausch & Lomb: An Eye Health Specialist
  • Ocuvite and PreserVision: An Eye for Health
  • Table 5-1: IRI-Tracked Sales of Ocuvite and PreserVision Multivitamins by Variety: 2001-2006 (in millions of dollars)
  • Figure 5-1: Share of Bausch & Lomb Multivitamin Sales: 2004 vs. 2006 (percent)
  • Looking Ahead
  • An Ally in Optometrists
  • Boomers Present Growing Need
  • Eye Health on a Global Scale
  
  
• Brand Profile: One-A-Day Multivitamins (Bayer Corp.)
  • Company Overview
  • One-A-Day: More Than a Multivitamin
  • Figure 5-2: Share of One-A-Day Multivitamin Sales by Variety, 2003 vs. 2006 (percent)
  • Men’s Health Formula a Big Winner
  • Table 5-2: IRI-Tracked Sales of Selected One-A-Day Products, 2001-2006 (in millions of dollars)
  • The Fight Against Cholesterol
  • Competing for Kids
  • Table 5-3: Timeline of Selected One-A-Day New Product Introductions, 2003-2006
  • A New Front-Runner in Advertising Spending
  • Figure 5-3: Share of One-A-Day National Advertising Expenditures by Variety: 2003 vs. 2005 (percent)
  
  
• Brand Profile: Nature’s Bounty Q-Sorb (NBTY, Inc.)
  • Company Overview
  • Nature’s Bounty Q-Sorb Focuses on Heart Health
  • Q-Sorb: The Move Toward Condition Specific
  
  
• Brand Profile: Triple Flex
• (Pharmavite LLC/Otsuka America Pharmaceutical, Inc.)
  • Company Overview
  • Quality Guaranteed
  • Triple Flex Targets Joint Care
  • New Products Aimed at Aging Population
  • Table 5-4: Timeline of Selected Nature Made New Product Introductions, 2005-2006
  • Consumer Education
  
  
• Brand Profile: Centrum (Wyeth Consumer Healthcare)
  • Company Overview
  • Centrum Is No. 1 Selling Multivitamin Brand
  • Table 5-5: IRI-Tracked Sales of Centrum Multivitamins by Line Extension, 2001-2006 (in millions of dollars)
  • Figure 5-4: Share of Centrum Multivitamin Sales by Variety, 2003 vs. 2006 (percent)
  • A Drop in Advertising Spending
  • Table 5-6: Share of Centrum National Advertising Expenditures by Variety: 2003 vs. 2005 (percent)
  • New Product Introductions
  • Table 5-7: Timeline of Selected Centrum New Product Introductions, 2003-2006
  • Consumer Education
  • Centrum Demographics
  • Table 5-8: Demographic Characteristics Favoring Use of Centrum (Any) Supplements, 2006 (U.S. adults)

Chapter 6: Marketing and New Product Trends

• New Product Trends
  • Introductions Picking Up Steam
  • Table 6-1: Number of Nutritional Supplement New Product Introductions, 2001-2006 (number and percent)
  • Overriding Trends
  • Trends in Calcium and Joint Health Supplements
  • Joint Supplements
  • Figure 6-1: Top Joint Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  • Calcium Supplements
  • Figure 6-2: Top Calcium Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  • Other Age-Related Appeals: Eye, Heart, and Diabetes
  • Eye Health Supplements
  • Figure 6-3: Top Eye Supplements by Share of IRI-Tracked Sales: 2003 vs. 2006 (percent)
  • Heart Health Supplements
  • Figure 6-4: Top Heart Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  • Diabetes Support Supplements
  • Trends in Women’s Supplements
  • Figure 6-5: Top Women’s Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  • Reproductive Products
  • Cosmetic Products
  • Other Female Appeals
  • Trends in Men’s Supplements
  • Figure 6-6: Top Men’s Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  • Trends in Children’s Supplements
  • Figure 6-7: Top Children’s Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
  • Mass-Market Leaders
  • Advertising Shifts
  • Licensing Trends
  • The Candy Debate
  • Natural Products
  • Probiotics and Phytosterols
  • Fallout from Negative Publicity
  • Table 6-2: New Nutritional Supplement Product Selling Points by Package Tags, 2001-2006 (number)
  • Table 6-3: Selected New Product Introductions, January 2006—July 2006
  
  
• Advertising and Retail Trends
  • Consumer Advertising Expenditures
  • Bayer Takes the Lead
  • Figure 6-8: Marketer Shares of National Consumer Advertising Expenditures for Nutritional Supplements, 2003 vs. 2005 (percent)
  • Consumer Advertising Themes and Promotions
  • Trade Support
  • Retail Trends
  • Pressure from Private Labels
  • GNC Navigates Troubled Waters
  • Supplements Ideal for Online Sales

Chapter 7: Consumer Patterns

• Introduction
  • Simmons Market Research Bureau Data
  • Supplements as Preventive Medicine
  • Vitamins Used by 56% of Adults
  • Age Is Leading Demographic Indicator
  • Supplement Socio-Economics
  • Figure 7-1: Top Supplement Brands/Varieties by Household Usage Rates, 2004 vs. 2006 (U.S. adults)
  • Table 7-1: Indices for Supplement Use Among Consumers Who Agree with Selected Statements, 2006 (U.S. adults)
  • Table 7-2: Overview of Supplement Usage, 2004-2006 (U.S. adults)
  • Table 7-3: Usage Rates for Selected Supplement Classifications, 2006 (U.S. adults)
  • Table 7-4: Demographic Characteristics Favoring Use of Supplements, 2006 (U.S. adults)
  • Table 7-5: Demographic Characteristics Favoring Use of Supplements Once a Day, 2006 (U.S. adults)
  • Table 7-6: Demographic Characteristics Favoring Use of Supplements More Than Once Daily, 2006 (U.S. adults)
  
  
• Consumer Focus: Attitudes & Opinions
  • Anomalies by Age
  • Preference for Alternative Medicine Among Asians, Hispanics
  • Variations by Household Income
  • Table 7-7a: Indices Among Supplement Users for Agreement with Selected Statements: By Age Bracket, 2006 (U.S. adults)
  • Table 7-7b: Indices Among Supplement Users for Agreement with Selected Statements: By Age Bracket, 2006 (U.S. adults)
  • Table 7-8: Indices Among Supplement Users for Agreement with Selected Statements: Female vs. Male, 2006 (U.S. adults)
  • Table 7-9: Supplement User Demographics: Teenagers, 2006 (U.S. teenagers age 12-17)
  • Table 7-10: Indices for Supplement Use Among Teenagers Who Agree with Selected Statements, 2006 (U.S. teenagers age 12-17)
  • Table 7-11: Indices Among Supplement Users for Agreement with Selected Statements: By Race/Ethnicity, 2006 (U.S. adults)
  • Table 7-12a: Indices Among Supplement Users for Agreement with Selected Statements: By Region, 2006 (U.S. adults)
  • Table 7-12b: Indices Among Supplement Users for Agreement with Selected Statements: By Region, 2006 (U.S. adults)
  • Table 7-13a: Indices Among Supplement Users for Agreement with Selected Statements: By Household Income Bracket (in Thousands), 2006 (U.S. adults)
  • Table 7-13b: Indices Among Supplement Users for Agreement with Selected Statements: By Household Income Bracket (in Thousands), 2006 (U.S. adults)
  
  
• Consumer Focus: Usage by Product Type
  • 35% Use Multiple-Formulas
  • Seniors Twice as Likely to Use Fish Oil Supplements
  • Women Post Index of 157 for Calcium Supplements
  • Fish Oil Popular with Non-Hispanic Whites
  • Alternative Medicine Consumers Show Index of 285 for Herbal Supplements
  • Table 7-14: Usage Rates for Selected Supplement Classifications: By Types Used Most Often, 2006 (U.S. adults)
  • Table 7-15: Demographic Characteristics Favoring Use of Multiple-Formula Supplements, 2006 (U.S. adults)
  • Table 7-16: Demographic Characteristics Favoring Use of Calcium Supplements, 2006 (U.S. adults)
  • Table 7-17: Demographic Characteristics Favoring Use of Vitamin C, 2006 (U.S. adults)
  • Table 7-18: Demographic Characteristics Favoring Use of Vitamin E, 2006 (U.S. adults)
  • Table 7-19: Demographic Characteristics Favoring Use of Fish Oil Supplements, 2006 (U.S. adults)
  • Table 7-20: Demographic Characteristics Favoring Use of Vitamin B-12, 2006 (U.S. adults)
  • Table 7-21: Demographic Characteristics Favoring Use of Vitamin B-Complex, 2006 (U.S. adults)
  • Table 7-22: Demographic Characteristics Favoring Use of Herbal Supplements, 2006 (U.S. adults)
  • Table 7-23: Demographic Characteristics Favoring Use of Antioxidants, 2006 (U.S. adults)
  • Table 7-24: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Supplements Should Be Taken for Long-Term Benefits, 2006 (U.S. adults)
  • Table 7-25: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Frequently Take Preventive Medicine, 2006 (U.S. adults)
  • Table 7-26: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Vitamins/Nutrients Make a Difference, 2006 (U.S. adults)
  • Table 7-27: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Prefer Alternative Medicine to Standard Medical Practice, 2006 (U.S. adults)
  • Table 7-28: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Nutritional Value Is Most Important in the Food I Eat, 2006 (U.S. adults)
  • Table 7-29: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Make Sure I Exercise Regularly, 2006 (U.S. adults)
  • Table 7-30: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: People Need More Vitamins When Older, 2006 (U.S. adults)
  • Table 7-31: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Will Pay Anything When It Concerns My Health, 2006 (U.S. adults)
  • Table 7-32: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Always Look for Most Advanced Medications Available, 2006 (U.S. adults)
  • Table 7-33: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Spend What I Have To To Look Younger, 2006 (U.S. adults)
  • Table 7-34: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Don’t Have Time To Prepare/Eat Healthy Meals, 2006 (U.S. adults)
  • Table 7-35: Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Over-the-Counter Medications Are Safer Than Prescription Drugs, 2006 (U.S. adults)
  
  
• Consumer Focus: Usage by Brand
  • 18% Use Centrum
  • Brands Appeal to Seniors, Women
  • Mixed Bag by Race and Region
  • Upscale/Downscale Pattern for Sundown and Nature Made
  • Table 7-36: Usage Rates for Selected Supplements: By Brand Lines or Brand Varieties Used Most Often, 2006 (U.S. adults)
  • Table 7-37: Demographic Characteristics Favoring Use of Centrum (Any) Supplements, 2006 (U.S. adults)
  • Table 7-38: Demographic Characteristics Favoring Use of One-A-Day (Any) Supplements, 2006 (U.S. adults)
  • Table 7-39: Demographic Characteristics Favoring Use of Nature Made (Any) Supplements, 2006 (U.S. adults)
  • Table 7-40: Demographic Characteristics Favoring Use of Caltrate Supplements, 2006 (U.S. adults)
  • Table 7-41: Demographic Characteristics Favoring Use of GNC Supplements, 2006 (U.S. adults)
  • Table 7-42: Demographic Characteristics Favoring Use of Sundown Supplements, 2006 (U.S. adults)

Chapter 8: Looking Ahead

• Trends and Opportunities
  • Synergies with Functional Foods and Forms
  • Food Ingredients Prove Promising
  • Other Functional Fare
  • Filling the Dietary Gap
  • Juices and More
  • The Backlash
  • The Omega Wave
  • The Move to New Delivery Systems
  • Organic Appeals
  • Age-Related Opportunities
  • Proprietary Products
  • The Fruits of Regulation
  • Tapping into Pet Supplements
  • International Influences

Appendix: Addresses of Selected Marketers