Vitamins and Minerals - US

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2007 - 118 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definitions

Abbreviations and Terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Snapshot of the market

Principal factors driving use of vitamin and mineral supplements

Principal issues impacting use of vitamins and minerals

Types of new/growing product introductions

Advertising

Retail outlets

Future trends and forecast

MARKET DRIVERS

Evidence that vitamins are helpful…

… and evidence that vitamins are harmful

An aging country in search of the fountain of youth

Figure 1: Population by age, 2002-12

Women are the bedrock of the market

Figure 2: Incidence of vitamin consumption by women, by age, January-October 2006

Figure 3: Female population by age, 2002-12

Childhood obesity offers sales inroad

Figure 4: Prevalence of overweight in children aged 6-19 years, by age and race/ethnicity, 2002

Figure 5: Attitudes towards children and obesity, August 2005

The American diet dilemma: modified crops, junk food and fast food

Processed foods

Fast food and obesity

Super foods and fortified foods

Dissatisfaction with the healthcare system and self diagnosis

MARKET SIZE AND TRENDS

Market size

Figure 6: Retail sales of vitamin and mineral supplements, at current and constant prices, 2002-07

Figure 7: Graph: Retail sales of vitamin and mineral supplements, at current and constant prices, 2002-07

Figure 8: Vitamin and mineral new product introductions in the U.S., top ten launching brands, 2004-06

Natural channel/SPINS

Figure 9: Natural product supermarket retail sales of Vitamins and Minerals, at current and constant prices,

2004-07

Figure 10: Natural product supermarket retail sales of Vitamins and Minerals, at current and constant prices,

2004-07

Natural channel sales by segment

Figure 11: Natural product supermarket retail sales of vitamins and minerals, by segment, 2005-07

Natural supermarket channel sales multi-vitamins

Figure 12: Natural Product Supermarket retail sales of Refrigerated and Frozen Meat Substitutes at current

prices and constant, 2004-07

Multi-vitamins by ‘type’

Figure 13: Natural product supermarket retail sales of multi-vitamins by product type, 2005-07

Natural supermarket channel 1 & 2 Letter vitamns

Figure 14: Natural product supermarket retail sales of refrigerated and frozen vegetarian entrees at current

prices and constant, 2004-07

Natural supermarket channel sales minerals

Figure 15: Natural product supermarket retail sales of minerals at current prices and constant, 2004-07

MARKET SEGMENTATION

Overview of sales by segment

Figure 16: Sales of vitamin and mineral supplements, segmented by type, 2005 and 2007

Mineral supplements

Figure 17: Sales of mineral supplements, at current and constant prices, 2002-07

Multi-vitamins

Figure 18: Sales of multivitamins, at current and constant prices, 2002-07

1 & 2 Letter vitamins

Figure 19: Sales of 1 & 2 Letter vitamins, at current and constant prices, 2002-07

Liquid vitamins and minerals

Figure 20: Sales of liquid vitamins and minerals, at current and constant prices, 2002-07

SUPPLY STRUCTURE

Overview of company and brand sales

Figure 21: Manufacturer sales of vitamin and mineral supplements in the U.S., 2004 and 2006

Liquid vitamins and minerals

Figure 22: Manufacturer brand FDM sales of liquid vitamins and minerals in the U.S., 2004 and 2006

Mineral supplements

Figure 23: Manufacturer brand FDM sales of mineral supplements in the U.S., 2004 and 2006

Multivitamins

Figure 24: Manufacturer brand FDM sales of multivitamins in the U.S., 2004 and 2006

1 & 2 Letter vitamins

Figure 25: Manufacturer brand FDM sales of 1 & 2 Letter vitamins in the U.S., 2004 and 2006

ADVERTISING AND PROMOTION

Which consumer to target

Examples of advertisements

Alternative forms of vitamins

Figure 26: Emergen C High strength vitamin drink, TV ad, 2006

Figure 27: 5-hour energy health supplement, TV ad, 2006

Figure 28: Amway Nutrilite health supplement, TV ad, 2006

Figure 29: Vitamin Water supplement, TV ad, 2006

Figure 30: Met-RX Sports vitamin supplement, TV ad, 2006

The older consumer

Figure 31: Bayer Nutritional Science, TV ad, 2006

Figure 32: Centrum Silver vitamins, TV ad, 2006

Figure 32: Nature Made vitamins and supplements, TV ad, 2006

Figure 33: One A Day Men’s multivitamin, TV ad, 2006

Women

Figure 34: Fiber Choice vitamin supplement, TV ad, 2006

Figure 35: Bayer Nutritional Science, TV ad, 2006

Figure 36: Wyeth Caltrate D Calcium supplement, TV ad, 2006

RETAIL DISTRIBUTION

Overview

Figure 37: U.S. retail sales of vitamin and mineral supplements, by channel, 2005 and 2007

Supermarkets

Figure 38: U.S. supermarket sales of vitamin and mineral supplements, at current and constant prices, 2002-07

Drug stores

Figure 39: U.S. drug store sales of vitamin and mineral supplements, at current and constant prices, 2002-07

Mass merchandisers

Figure 40: U.S. mass merchandiser sales of vitamin and mineral supplements, at current and constant prices,

2002-07

Natural food stores

Figure 41: U.S. natural food store sales of vitamin and mineral supplements, at current and constant prices,

2004-07

THE CONSUMER—VITAMIN/MINERAL USAGE

Summary

Who uses vitamin or mineral supplements

Specific formulations

Where do they purchase?

Habits and attitudes

Reasons behind use of vitamin or mineral supplements

The children

Trends in vitamin/mineral tablet/capsule/liquid usage

Figure 42: Usage of vitamins/mineral tablets/capsule/liquids by year, 2002-06

Figure 43: Vitamin and mineral usage trends, by age, 2002-06

Figure 44: Vitamin and mineral usage trends, by age, 2002-06

Who uses vitamin or mineral supplements and how often

Figure 32: Usage of vitamins/mineral tablets/capsules/liquids by gender, January-October 2006

Figure 45: Usage of vitamins/mineral tablets/capsule/liquids by age, January-October 2006

Figure 46: Usage of vitamins/mineral tablets/capsule/liquids by race/Hispanic origin, January-October 2006

Figure 47: Usage of vitamins/mineral tablets/capsule/liquids by male cohorts, January-October 2006

Figure 48: Usage of vitamins/mineral tablets/capsule/liquids by female cohorts, January-October 2006

Figure 49: Usage of vitamins/mineral tablets/capsule/liquids by older cohorts, January-October 2006

Figure 50: Usage of vitamins/mineral tablets/capsule/liquids by cohort, January-October 2006

Regularity of taking vitamins, minerals or dietary supplements

Figure 51: Vitamins, minerals or dietary supplements consumption frequency, by age, July 2007

Figure 52: Vitamins, minerals or dietary supplements consumption frequency, by household income, July

2007

Figure 53: Vitamin consumption frequency, by education, July 2007

What letter would you like?

Figure 54: Types of vitamins/mineral tablets/capsule/liquids used by age, January-October 2006

Figure 55: Types of vitamins/mineral tablets/capsule/liquids used by male cohort, January-October 2006

Figure 56: Types of vitamins/mineral tablets/capsule/liquids used by male and young family cohorts, January-

October 2006

Figure 57: Types of vitamins/mineral tablets/capsule/liquids used by femaile cohorts, January-October 2006

THE CONSUMER—FREQUENCY OF USE AND OTHER CONSUMER CHOICES

Frequency of taking vitamins, minerals or dietary supplements

Overview

Figure 58: Frequency of use for vitamins/mineral tablets/capsule/liquids by age, January-October 2006

Frequency of taking by type of vitamins/minerals taken

Figure 59: Frequency each type of vitamin/mineral/supplement is taken, July 2007

Interest in alternative formats for vitamins/minerals

Figure 60: Interest in alternative formats for vitamins/minerals, by age, July 2007

Figure 61: Interest in alternative formats for vitamins/minerals, by race and Hispanic origin, July 2007

Figure 62: Interest in alternative formats for vitamins/minerals, by children in household, July 2007

Figure 63: Thirst quencher consumption trends, by age, 2002-06

Relationship between liquid breakfast/powdered nutritional supplements and vitamin/mineral

consumption

Figure 64: Vitamin and mineral usage among liquid supplement users, October 2006

Sources of vitamins/mineral supplements

Figure 65: Where vitamins/minerals are purchased, by age, July 2007

Figure 66: Where vitamins/minerals are purchased, by race/ethnicity, July 2007

Figure 67: Where vitamins/minerals are purchased, by presence of children in the household, July 2007

Relationship between physical activity and vitamin/mineral taking

Figure 68: Relationship between physical activity and vitamin mineral taking, July 2007

Brand usage of vitamins/mineral tablets/capsule/liquids

Figure 69: Types of vitamins/mineral tablets/capsule/liquids used by age, January-October 2006

THE CONSUMER—ATTITUDES AND REASONS FOR TAKING VITAMINS/MINERALS

Attitudes about vitamins and mineral supplements

Figure 70: Habits and attitudes of those who take vitamins, by gender, July 2007

Figure 71: Habits and attitudes of those who take vitamins, by age, July 2007

Figure 72: Habits and attitudes of those who take vitamins, by children in household, July 2007

Attitudes about nutrition, health and pharmaceuticals

Age

Figure 73: Attitudes and opinions about vitamins/mineral tablets/capsule/liquids, by age, January-October

2006

Education

Eating well

Seek information

Internet

Prevention

Alternative

Reasons for taking vitamin and mineral supplements

Overview

Figure 74: Reasons for taking vitamins, by age, July 2007

Figure 75: Reasons for taking vitamins, by age, July 2007

Relationship between taking vitamin and mineral supplements and dietary issues

Figure 76: Vitamin and mineral usage, by dietary concern, October 2006

Reasons for not taking vitamin and mineral supplements

Figure 77: Reasons for not taking vitamins/minerals, July 2007

Base: 343 adults aged 18+ with Internet access who do not take vitamins/minerals

Starting with the children

Figure 78: Regularity of children’s vitamin consumption, by household income, July 2007

Figure 79: Buying habits for children’s vitamins, by age, July 2007

FUTURE AND FORECAST

FUTURE TRENDS

An aging population drives sales

Figure 80: Population by age, 2002-12

Figure 81: Usage of vitamins/mineral tablets/capsule/liquids by age, January-October 2006

Alternative forms of vitamins to lure the young and minorities

Figure 82: Interest in alternative formats for vitamins/minerals, by age, July 2007

The next great discovery and the personalization of vitamins

Future farming

The organic movement

MARKET FORECAST

Retail sales excluding natural food channels

Figure 83: Forecast of U.S. retail sales of vitamin and mineral supplements, at current and constant prices,

2007-12

Figure 84: Graph: Forecast of U.S. retail sales of vitamin and mineral supplements, at current and constant

prices, 2007-12

Mineral supplements

Figure 85: Forecast of U.S. retail sales of mineral supplements, at current and constant prices, 2007-12

Multi-vitamins

Figure 86: Forecast of U.S. retail sales of multi-vitamins, at current and constant prices, 2007-12

1 & 2 Letter vitamns

Figure 87: Forecast of U.S. retail sales of 1 & 2 Letter vitamns, at current and constant prices, 2007-12

Liquid vitamins and minerals

Figure 88: Forecast of U.S. retail sales of liquid vitamins and minerals, at current and constant prices, 2007-12

Vitamins and minerals natural market

Figure 89: Forecast of total U.S. retail sales of vitamin and mineral supplements through natural channels, at

current and constant prices, 2007-12

Figure 90: Graph: Forecast of total U.S. retail sales of vitamin and mineral supplements through natural

channels, at current and constant prices, 2007-12

Forecast factors

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: SIMMONS COHORTS

Figure 91: Married couples cohorts

Figure 92: Single women cohorts

Figure 93: Single men cohorts

Abstract

• How the aging population drives the market
• How women are the primary consumers of vitamins/minerals and supplements
• How certain cohorts are less interested in taking supplements, and suggestions on how to attract these groups
• How dissatisfaction with traditional medicine can lead consumers to seek treatments for specific conditions
• In addition, this report looks at how manufacturers are trying to reach consumers with advertising, and where the market may be headed. Despite many positive drivers, Mintel expects the market to remain stagnant or grow only slightly, as mass merchandisers continue to lower prices and some consumers choose to forego supplements for healthy foods.

• Liquid vitamins/minerals: vitamin and mineral supplements in liquid form (or powder to be added to liquid)
• Mineral supplements: supplements based on mineral ingredients (calcium, iron) in pill or tablet form
• Multivitamins: pills or tablets that contain a mixture of a number of vitamins in one pill or tablet
• One- and two-letter vitamins: pills or tablets that contain only one or two specific letter vitamins
• Excluded are botanical and herbal supplements, vitamin-enhanced/enriched food products, and ingredients and extracts of animal and plant origin.

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