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Nutritional Supplements in the U.S., 3rd Edition

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September 1, 2008
270 Pages - SKU: LA1634930

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Countries covered: United States

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Economic downturn of 2008 notwithstanding, the U.S. market for nutritional supplements is poised for healthy growth, with sales forecast to climb 39% from 2007 to 2012 to reach $8.5 billion, following a major rebound in 2006-2007.

Helping to protect the category as consumers tighten their discretionary spending belts are the strong preventive health care angle of supplements and the market's sizeable component of better-off demographics including aging Baby Boomers. Nutritional Supplements in the U.S. reports on numerous other positive factors also at play, including industry efforts to promote supplements as more essential than ever in weak economic times since they can help to avert the need for much costlier prescription drugs and medical treatments, bolstered product credibility as a result of the newly implemented federal GMP (Good Manufacturing Practices) and AER (adverse event report) requirements, increased industry self-regulation, and a steady stream of innovative new products targeting an ever broader range of increasingly specific conditions-especially the many age-related issues of aging Boomers and seniors.

This Packaged Facts report examines the U.S. market for nutritional supplements sold to consumers through the entire retail spectrum, including vitamins, minerals, herbals, homeopathics and combination products. The report provides extensive retail sales breakouts, past and future, along with a thorough examination of market drivers, the competitive situation, marketer and brand shares, marketing trends, and consumer trends, including health, wellness and dietary patterns and interest in nutraceutical foods and beverages.

Special features of Nutritional Supplements in the U.S. include a detailed examination of sales and market share trends in the natural supermarket channel, and of condition-specific products in myriad mass-market segments including joint, calcium, children's, eye, energy, heart, men's, women's, brain, digestive and cosmetic. The report also covers topics including organic and "green" appeals, product customization and global trends.

Using Information Resources, Inc.'s InfoScan Review data, the report quantifies sales and marketer/brand shares across four mass-market categories (General Supplements, Multivitamins, 1 & 2 Letter Vitamins, and Liquid Vitamins), while using SPINSscan reporting to quantify sales and brand shares through natural supermarkets for two classifications (Vitamins & Supplements and Herbals & Homeopathics). Simmons Market Research Bureau and BIGresearch consumer survey data form the basis of an in-depth examination of product and brand penetration levels, while also exploring consumer attitudes toward nutritional supplements vis-à-vis related trends such as preventive health care, healthy eating and the economy. The report also quantifies new product introductions based on Datamonitor's Productscan Online tracking service and extensive Internet canvassing, and profiles selected marketers of nutritional supplements including Alacer Corp. (Emergen-C), Bayer (One-A-Day ), GNC, NBTY (Nature's Bounty) and Nature's Way.

Chapter 1: Executive Summary: Market Definition; Scope of Report; Product Categories and Classifications; Report Methodology
The Market: Retail Sales Reach $6 Billion in 2007; Mass-Market Sales Turn Around; Natural Supermarket Sales at $1.2 Billion in 2007; Figure 1-1: Comparative Sales Growth of Nutritional Supplement Sales by Channel: Mass-Market, Natural Supermarket, Overall: 2005-2006 vs. 2006-2007 (percent); General Supplements Dominate Mass-Market Sales; Condition-Specific Products Gaining Ground; Market Outlook
The Marketers: Competitive Overview; Natural Product Marketers; Private-Label Share Declines from 2003 to 2007; NBTY and Pharmavite Make Big Market Gains; Condition-Specific Products Charting Healthy Growth; Top Brands in the Natural Supermarket Channel; Figure 1-2: Market Share of Vitamins/Supplements in the Natural Supermarket Channel: Top Five Brands Combined vs. All Other, 2005-2008 (percent)
New Product Trends: Supplement Introductions Surge, Then Dive; “Natural” and “Upscale” the Most Frequently Seen Claims; Macro Trends; Supplements Marketers Offering More Bang for the Buck; Enzymatic Therapy Launches Certified Organic Supplement; Superfood Supplements Competing with Functional Foods; Kids Supplements Filling in Dietary Gaps; Cosmeceuticals Promise Beauty in a Bottle
Consumer Trends: 56% of Adults Use Supplements; Figure 1-3: Percent of Adults Using Nutritional Supplements, 2003-2008 (U.S. adults); Fish Oil/Omega 3 Supplements Posts Biggest Usage Gains; Top Brand Lines Are Multivitamins; Faith and Doubt on Supplement Efficacy; Supplement Users Proactive About Healthcare; 40% of Supplement Users Are Boomers; Other Key Demographic Groups
Chapter 2: Introduction
Market Definition: Scope of Report; Product Categories and Classifications; Product Classifications; Combination Formulas; Other Product Classifications; Delivery Systems
Industry Regulation: FDA and DSHEA Oversee Supplements Industry; The Nutrition Labeling and Education Act (NLEA); The Dietary Supplement Health and Education Act; FDA Releases Good Manufacturing Practices for Dietary; Congress Passes Adverse Event Reports (AER) Bill; CRN Spearheading Industry Self-Regulation
Chapter 3: The Market: Market Size and Growth; Retail Sales Reach $6 Billion in 2007; Table 3-1: U.S. Retail Sales of Nutritional Supplements, 2003- 2007 (in millions of dollars); Mass-Market Sales Turn Around; Table 3-2: Mass-Market Sales of Nutritional Supplements, 2003-2007 (in millions of dollars); General Supplements Category Leads Mass-Market Recovery; Table 3-3: Mass-Market Sales of Nutritional Supplements: By Product Category, 2003-2007 (in millions of dollars); Table 3-4: Annual Dollar Growth/Decline in Mass-Market Sales of Nutritional Supplements: By Product Category, 2004-2007 (in millions of dollars); Table 3-5: Annual Percentage Growth/Decline in Mass-Market Sales of Nutritional Supplements: By Product Category, 2004-2007 (percent); Natural Supermarket Sales at $1.2 Billion in 2007; Table 3-6: Natural Supermarket Sales of Nutritional Supplements, 2005-2007 (in millions of dollars); Figure 3-1: Comparative Sales Growth of Nutritional Supplement Sales by Channel: Mass-Market, Natural Supermarket and Overall: 2005-2006 vs. 2006-2007 (percent)
Market Composition: General Supplements Dominate Mass-Market Sales; Figure 3-2: Share of Mass-Market Sales of Nutritional Supplements by Product Category, 2003 vs. 2007 (percent); Condition-Specific Products Gaining Ground; Table 3-7: Mass-Market Sales and Market Share of Condition- Specific Supplements, 2003-2007 (in millions of dollars and percent); Figure 3-3: Share of IRI-Tracked Sales of Nutritional Supplements: By Condition-Specific Type, 2003 vs. 2007 (percent); Table 3-8: Mass-Market Sales of Condition-Specific Supplements: By Product Type, 2003-2007 (in millions of dollars); Table 3-9: Annual Dollar Growth/Decline in Mass-Market Sales of Condition-Specific Supplements: By Product Type, 2003- 2007 (in millions of dollars); Table 3-10: Annual Percentage Growth/Decline in Mass- Market Sales of Condition-Specific Supplements: By Product Type, 2003-2007 (percent); Natural Supermarket Channel Trends: Vitamins/Supplements Is Larger Classification; Figure 3-4: Share of Natural Supermarket Sales of Nutritional Supplements by Classification, 2005-2007 (percent) Supplement Oils Lead Vitamins/Supplements Classification; Table 3-11: Sales of Top Five Selling Vitamins/Supplements Categories in the Natural Supermarket Channel, 2005-2007 (in millions of dollars and percent); Table 3-12: Share of Sales of Top Five Selling Vitamins/Supplements Categories in the Natural Supermarket Channel, 2005-2007 (percent); Table 3-13: Top Five Vitamins/Supplements Growth Categories in the Natural Supermarket Channel, 2005-2007 (in millions of dollars and percent); “Other Herbals” Dominate Herbals/Homeopathics Classification; Table 3-14: Dollar Sales of Top Five Selling Herbals/Homeopathics Categories in the Natural Supermarket Channel, 2005-2007 (in millions of dollars and percent); Table 3-15: Share of Dollar Sales of Top Five Selling Herbals/Homeopathics Categories in the Natural Supermarket Channel, 2005-2007 (percent); Table 3-16: Top Five Herbals/Homeopathics Growth Categories in the Natural Supermarket Channel, 2005-2007 (in millions of dollars and percent); Supermarkets Lead in Supplement Sales; Figure 3-5: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2008 (percent)
Market Outlook: Macro Trends; Economy Overshadows Health as Major Concern; Table 3-17: Percentage of Adults with Little or No Confidence in Short-Term Prospects for the Economy, April 2003-April 2008 (U.S. adults); Purchasing Patterns Already Shifting; Figure 3-6: Producer Price Index for Nutritional Supplements, 2002-2008; Table 3-18: Percentage of Adults Who Are More Practical or Realistic in Their Purchases, Month Over Month: October 2007-April 2008 (U.S. adults); Table 3-19: Adults Who Plan to Decrease Spending by Age Range Year Over Year: April 2003-April 2008 (percent) Industry Working to Position Supplements as Necessities; Health Concerns Impact American Diets; Table 3-20: Use of Nutritional Supplements by Strong Agreement with Selected Psychographic Statements, 2008 (percent and index of US adults); Ongoing Competition from Functional Foods; The Natural/Organic Connection; Supplements Go Green; Aging Baby Boomers an Underpinning Market Force; Figure 3-7: Percent of Adults Using Nutritional Supplements: By Age Bracket, 2008 (U.S. adults); Figure 3-8: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2008 (percent of total U.S. adult users); Table 3-21: Projected U.S. Population by Age Bracket, 2007- 2015 (in thousands); Supplement Efficacy Still Being Challenged
Looking Ahead: Condition-Specific Trend Begetting Genetic Customization; Opportunities in Sleep Disorders, Stress Reduction; Boomers Will Ensure Steady Growth; Green Packaging; Projected Market Growth: Sales to Reach $8.5 Billion by 2012; Table 3-22: Projected U.S. Retail Sales of Nutritional Supplements, 2007-2012 (in millions of dollars)
International Perspective: Asia-Pacific the Top Region Worldwide; Opportunities for U.S. Marketers; Global Outlook
Chapter 4: The Marketers: Competitive Overview; Natural Product Marketers; Direct Marketing Companies; NBTY Wins Bid on Leiner Health Products; GNC Acquired by New Private Equity Firm; Bayer HealthCare Acquires Citracal; Trends in Private Label; Figure 4-1: Private-Label Share of Mass-Market Sales of Nutritional Supplements by Category: 2003 vs. 2007 (percent); Table 4-1: Mass-Market Sales of Private-Label Nutritional Supplements by Category: 2003 vs. 2007 (in millions of dollars and percent); Category Cross-Over and Line Extensions; Consumer Advertising Themes and Promotions; Trade Support; Retail Channel Trends; Table 4-2: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2008
Marketer and Brand Shares: Methodology; NBTY and Pharmavite Make Big Gains; NBTY Leads in General Supplements; Multivitamins Category a Two-Horse Race; Pharmavite, Private Label Dominate in 1 & 2 Letter Vitamins; Liquid Supplements Category Highly Fragmented; Table 4-3: Top Twenty Marketers of Nutritional Supplements by Dollar Sales and Share of IRI-Tracked Sales, 2003 vs. 2007 (in millions of dollars and percent); Table 4-4: Top Twenty Nutritional Supplement Brands by Dollar Sales and Share of IRI-Tracked Sales, 2003 vs. 2007 (in millions of dollars and percent); Table 4-5: Top Marketers and Brands of General Supplements by IRI-Tracked Sales and Market Share, 2007-2008 (in millions of dollars and percent); Table 4-6: Top Marketers and Brands of Multivitamins by IRITracked Sales and Market Share, 2007-2008 (in millions of dollars and percent); Table 4-7: Top Marketers and Brands of 1 & 2 Letter Vitamins by IRI-Tracked Sales and Market Share, 2007-2008 (in millions of dollars and percent); Table 4-8: Top Marketers and Brands of Liquid Vitamins by IRI-Tracked Sales and Market Share, 2007-2008 (in millions of dollars and percent)
Focus on Condition-Specific Products: Condition-Specific Products Charting Healthy Growth; Table 4-9: Mass-Market Sales and Market Share of Condition- Specific Products by Type, 2003 vs. 2007 (in millions of dollars and percent); Osteo Bi-Flex on Top in Joint Health Supplements; Table 4-10: Mass-Market Sales and Market Share of Joint Supplements, 2007-2008 (in millions of dollars and percent); Caltrate No. 1 in Calcium Supplements; Table 4-11: Mass-Market Sales and Market Share of Calcium Supplements, 2007-2008 (in millions of dollars and percent); Children’s Supplements Led by Bayer’s Flintstones; Table 4-12: Mass-Market Sales and Market Share of Children’s Supplements, 2007-2008 (in millions of dollars and percent); Bausch & Lomb Dominates in Eye Care Supplements; Table 4-13: Mass-Market Sales and Market Share of Eye Care Supplements, 2007-2008 (in millions of dollars and percent); Chaser 5 Hour Energy a Big Hit in Energy Supplements; Table 4-14: Mass-Market Sales and Market Share of Energy Supplements, 2007-2008 (in millions of dollars and percent); NBTY’s Q-Sorb Out Front in Heart Health Supplements; Table 4-15: Mass-Market Sales and Market Share of Heart; Supplements, 2007-2008 (in millions of dollars and percent); One-A-Day a Strong No. 1 in Men’s Supplements; Table 4-16: Mass-Market Sales and Market Share of Men’s; Supplements, 2007-2008 (in millions of dollars and percent); Women’s Supplements Target Menopausal and Prenatal Health; Table 4-17: Mass-Market Sales and Market Share of Women’s; Supplements, 2007-2008 (in millions of dollars and percent); Sales Trending Down in Brain Health Segment; Table 4-18: Mass-Market Sales and Market Share of Brain Health Supplements, 2007-2008 (in millions of dollars and percent); Digestive Health Supplements Going Strong; Table 4-19: Mass-Market Sales and Market Share of Digestive; Health Supplements, 2007-2008 (in millions of dollars and percent); Olay Losing Ground in Cosmetic Supplements Segment; Table 4-20: Mass-Market Sales and Market Share of Cosmetic Supplements, 2007-2008 (in millions of dollars and percent); Diabetes Support Supplements Still a Tiny Segment
Focus on Natural Supermarket Brands: Natural Supplement Sales Up 6.5% in 2008; Figure 4-2: Natural Supermarket Sales of Nutritional Supplements, 2007 vs. 2008 (in millions of dollars and percent); Top Five Brands Account for One-Fifth of Sales in Vitamins/Supplements Classification; Figure 4-3: Market Share of Vitamins/Supplements in the Natural Supermarket Channel: Top Five Brands Combined vs. All Other, 2005-2008 (percent); Table 4-21: Market Share of Top Five Brands of Vitamins/Supplements in the Natural Supermarket Channel, 2005-2008 (percent); Table 4-22: Sales of Top Five Brands of Vitamins/Supplements in the Natural Supermarket Channel, 2005-2007 (in millions of dollars); Table 4-23: Sales of Top Five Brands of Vitamins/Supplements in the Natural Supermarket Channel, 2007-2008 (in millions of dollars); Top Five Brands Claim One-Third of Sales in Herbals/Homeopathics Classification; Figure 4-4: Market Share of Top Five Brands of Herbal/Homeopathic Supplements in the Natural; Supermarket Channel, 2005-2008 (percent); Table 4-24: Sales of Top Five Brands of Herbal/Homeopathic Supplements in the Natural Supermarket Channel, 2005- 2007 (in millions of dollars); Table 4-25: Sales of Top Five Brands of Herbal/Homeopathic Supplements in the Natural Supermarket Channel, 2007- 2008 (in millions of dollars)
Chapter 5: Competitor Profiles: Competitor Profile: Alacer Corp; Company Overview; The Alacer Product Lineup; Emergen-C Sales Post Double-Digit Gains; Figure 5-1: Alacer Corp. Mass-Market Sales Growth, 2003- 2008 (in millions of dollars); Website, Promotions Focus on Feeling Good; Emergen-C in a Bottle
Competitor Profile: Bayer Corp: Company Background; One-A-Day: Chasing the Top Spot in Multivitamins; Figure 5-2: Share of One-A-Day Multivitamin Sales by Variety, 2003 vs. 2008 (percent); One-A-Day Original a Big Winner; Table 5-1: Mass-Market Sales of Selected One-A-Day Products, 2007-2008 (in millions of dollars); Competing for Seniors, Kids; Citracal Gives Bayer Additional Market Clout; Table 5-2: Timeline of Selected One-A-Day New Product Introductions, 2005-2008
Competitor Profile: GNC Corp: Company Background; A History of Acquisitions; Navigating Troubled Financial Waters; On the Right Track with Rite Aid; Redesigned GNC Stores on the Way; International Expansion
Competitor Profile: NBTY, Inc. (Nature’s Bounty): Company Background; Spate of Acquisitions Fuels Growth; More Than Nature’s Bounty; Figure 5-3: Share of NBTY Brand Sales, 2003 vs. 2008 (percent); Looking Ahead
Competitor Profile: Nature’s Way: Company Background; A Company of Firsts; Small Company, Big Growth Potential; Figure 5-4: Nature’s Way Share of Natural Supermarket Sales of Herbal/Homeopathic Supplements, 2005-2008 (percent)
Chapter 6: New Product Trends: Supplement Introductions Surge, Then Dive; Table 6-1: Number of Nutritional Supplement New Product Reports and SKUs, 2003-2008 (number); “Natural” and “Upscale” the Most Frequently Seen Claims; Table 6-2: Top Package Tags/Claims for New Nutritional Supplement Products, 2003-2007 (number); Figure 6-1: High-Growth Nutritional Supplement Package Tags/Claims, 2007 vs. 2003 (number); Macro Trends; Homing in on Age 50; Trends in Joint and Bone Health Supplements; Heart Health Supplements Going Strong; Eye Care Supplements Getting More Scientific Support; Bladder Health Supplements Join Aging-Related Pack; Obesity Epidemic Spurs Interest in Diabetes Support Products; Supplements Marketers Offering More Bang for the Buck; Supplement Customization Reaches New Levels; Alternate Delivery Systems Tout Efficacy, Novelty; Despite Fuzziness of Term, “Natural” Still Going Strong; Homeopathic Products Popular Despite Critics; Superfood Supplements Competing with Functional Foods; Probiotics, Prebiotics and Enzymes Target Digestive Health; Kids Supplements Filling in Dietary Gaps; Cosmeceuticals Promise Beauty in a Bottle; Women’s Supplements Losing Steam; Supplements “To Go”
Chapter 7: Consumer Trends
Introduction: Notes on Simmons Data; 56% of Adults Use Supplements; Figure 7-1: Percent of Adults Using Nutritional Supplements, 2003-2008 (U.S. adults); Fish Oil/Omega 3 Supplements Posts Biggest Usage Gains; Figure 7-2: Top Types of Nutritional Supplement by Usage; Rates, 2003 vs. 2008 (percent of U.S. adults); Top Brand Lines Are Multivitamins; Figure 7-3: Top Nutritional Supplement Brand Lines by Usage Rates, 2003 vs. 2008 (percent of U.S. adults); Table 7-1: Overview of Nutritional Supplement Usage, 2008 (percent and number of U.S. adults)
Consumer Psychographics: Faith and Doubt on Supplement Efficacy; Figure 7-4: Percentage of Adults Agreeing or Disagreeing with Statement, “Vitamins/Minerals Make a Difference,” 2008 (U.S. adults); Figure 7-5: Percentage of Supplement Users Agreeing or Disagreeing with Statement, “Vitamins/Minerals Make a Difference,” 2008 (U.S. adult users of supplements); Figure 7-6: Percentage of Daily Supplement Users Agreeing or Disagreeing with Statement, “Vitamins/Minerals Make a Difference,” 2008 (U.S. adult users of supplements); Supplement Users Proactive About Healthcare; Stronger Skews for Specialized Products; Branded vs. Private Label; Table 7-2: Overall Psychographic Indicators for Nutritional Supplement Users, 2008 (percent and index of U.S. adults); Table 7-3: Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2008 (percent of U.S. adults); Table 7-4: Overall Psychographic Indicators for Daily Users of Nutritional Supplements, 2008 (percentages and number of U.S. adults who use supplements daily); Table 7-5: Top Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2008 (percent and index of U.S. adults); Table 7-6: Top Psychographic Indicators for Nutritional Supplement Usage by Brand, 2008 (percent and index of U.S. adults)
Consumer Demographics: Age Is Leading Demographic Indicator; Figure 7-7: Percent of Adults Using Nutritional Supplements: By Age Bracket, 2008 (U.S. adults); 40% of Supplement Users Are Boomers; Figure 7-8: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2008 (percent of total U.S. adult users); Usage Edging Up Within Age Brackets; Figure 7-9: Percent of Teens Using Nutritional Supplements, 2008 (U.S. children age 12-17); The Gender Gap; Supplement Socio-Economics; Patterns by Product Type; Patterns by Brand Line; Diverse Skews for Organic Products and Online Research; Figure 7-10: Demographic Indicators for Purchasing Organic Nutritional Supplements, May 2008 (index and percent of U.S. demographic groups); Figure 7-11: Demographic Indicators for Researching Medicines and Supplements Online, June 2008 (index and percent of U.S. demographic groups); Table 7-7: Nutritional Supplement Usage: Overall Demographic Patterns, 2008 (percent, number and index of U.S. adults); Table 7-8: Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2003 vs. 2008 (U.S. adults); Table 7-9: Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women (U.S. adults); Table 7-10: Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2003 vs. 2008 (U.S. adults); Table 7-11: Demographics for Those Using Nutritional Supplements Once or More Daily, 2008 (percent, number and index of U.S. adults); Table 7-12: Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2008 (percent and index of U.S. adults); Table 7-13: Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line, 2008 (percent and index of U.S. adults)
Appendix: Addresses of Selected Marketers

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Nutritional Supplements in the U.S., 3rd Edition

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