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Vitamins, Minerals and Supplements - US - September 2015

Vitamins, Minerals and Supplements - US - September 2015

Traditionally, sales in the vitamins, minerals, and supplements market have been driven by older consumers who are more engaged in the category. Now, brands are attempting to increase use among younger adults by focusing on short-term benefits, such as vitamins that address beauty concerns as well as provide energy or improve sleep, helping to drive strong category sales.

This report looks at the following areas:

Strong market growth driven by supplements, alternate formats
Use increases with age, lower among younger adults
Consumers remain skeptical over VMS product efficacy


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements market, at current prices, 2010-20
Figure 2: Use of vitamins, minerals, supplements in the past 12 months, by age, June 2015
Figure 3: Select attitudes toward vitamins, minerals, and supplements – any agree*, June 2015
The opportunities
Figure 4: Healthy actions performed in the past 12 months, June 2015
Figure 5: Consumers who have used or are interested in using vitamins, minerals, supplements for beauty benefits*, by age, June 2015
What it means
THE MARKET
What you need to know
Market growth lead by strong supplements sales
Adults proactive about health, skeptical of vitamins, minerals, and supplements
Gains driven by aging population, stabilizing household incomes
Market size and forecast
Historic and projected sales performance of vitamins, minerals, and supplements
Figure 6: Total US sales and fan chart forecast of vitamins, minerals, and supplements market, at current prices, 2010-20
Figure 7: Total US sales and forecast of vitamins, minerals, and supplements, at current prices, 2010-20
Market breakdown
Supplements largest category after strong growth from 2012-15
Figure 8: Sales of vitamins, minerals, and supplements, by segment, $millions, 2010-15 (est.)
Market perspective
US adults focus on natural approaches to maintain health
Overcoming consumer skepticism could boost sales
Figure 9: US adults perceptions of vitamins, minerals, and supplements – any agree (net)*, February 2009-March 2015
Foods fortified with vitamins and minerals present increased competition
Market impacted by occasional use, missed doses
Beauty from within trend appeals to younger consumers
Market factors
Aging population to drive market growth
Figure 10: US population by age, 2010-20
Stabilizing household incomes may boost market
Figure 11: Median household income, 2003-13
Higher obesity levels linked to lower intake of nutrients
Figure 12: American adults, by weight category as determined by body mass index (BMI), 2008-14
KEY PLAYERS
What you need to know
Heavy competition between leading brands
Alternate formats, supplements driving market growth
Skepticism leads to struggles for multivitamins, private label
Improved packaging, additional formats appeal to younger consumers
Manufacturer sales of vitamins, minerals, and supplements
Heavy competition between brands due to consumer perceptions
Figure 13: MULO manufacturer sales of vitamins, minerals, and supplements, 2014 and 2015
What’s working?
Market boosted by alternate formats such as gummies and liquids
Figure 14: Centrum vitamins commercial, 2015
Figure 15: MULO sales of select liquid vitamins, 52-week review period ending June 14, 2015
Minerals appeal to an aging population, supplements address specific concerns
Figure 16: MULO sales of select minerals, 52-week review period ending June 14, 2015
Consumers turn to single letter vitamins to address specific concerns
Figure 17: MULO sales of select single letter vitamins, 52-week review period ending June 14, 2015
What’s struggling?
Multivitamins experience slower growth as consumers turn to single letter vitamins
Figure 18: Alive! vitamins commercial, 2014
Private label struggles as consumers seek branded options
Figure 19: MULO sales of select multivitamins, 2012-14
Figure 20: MULO sales of select private label vitamins, minerals, and supplements, 2012-14
What’s next?
Customized products
Additional format innovations will continue to drive growth
Well-known brands expand into VMS market
Improved, unique packaging appeals to younger consumers
THE CONSUMER
What you need to know
Adults lead healthy lifestyles enhanced by vitamins, minerals, and supplements
Alternate formats such as gummies make an impact on the market
Recommendations, natural ingredients influence consumers
Consumers convey skepticism, confusion over VMS offerings
Younger consumers interested in a variety of product innovations
Healthy lifestyles
Vitamins, minerals, and supplements used to enhance healthy lifestyles
Figure 21: Healthy actions performed in the past 12 months, June 2015
Product usage
Use increases with age, multivitamins most popular VMS product
Figure 22: Use of vitamins, minerals, and supplements in the past 12 months, by age, June 2015
Use of vitamins among teens and children
Figure 23: Homes with children that have used children’s vitamins in the past 30 days, by household income and parent’s education,
February 2014 – March 2015
Product formats
Tablets most popular format type, gummies and chewables making an impact
Figure 24: Formats of vitamins, minerals, supplements used in the past 12 months, by 18-24 and 65+ age groups, June 2015
Few barriers exist with marketing gummies to adults
Figure 25: Select perceptions of different vitamins, minerals, and supplements formats, June 2015
Purchase influencers
Natural ingredients, recommendations appeal to consumers
Figure 26: Select purchase influencers for vitamins, minerals, supplements, by 18-24 and 65+ age groups, June 2015
Attitudes and perceptions
Skepticism, confusion among consumers
Figure 27: Select attitudes toward vitamins, minerals, supplements – any agree*, June 2015
Product innovations
Beauty from within trend continues to appeal to consumers
Figure 28: Consumers who have used or are interested in using vitamins, minerals, and supplements for beauty benefits,* by age, June 2015
Consumers interested in customized vitamins, minerals, supplements
Figure 29: Interest in select vitamins, minerals, and supplements product innovations, June 2015
Stress reducing VMS appeals to younger consumers
Figure 30: Interest in vitamins, minerals, supplements product innovations – CHAID – Tree output, May 2015
APPENDIX
Data sources and abbreviations
Data sources
Fan chart forecast
Abbreviations and terms
Appendix – Market
Figure 31: Total US sales and forecast of vitamins, minerals, and supplements market, at inflation-adjusted prices, 2010-20
Figure 32: Sales of vitamins, minerals, and supplements, by segment share, 2015 (est.)
Figure 33: Sales of vitamins, minerals, and supplements, by channel, in $millions, 2013-15 (est.)
Figure 34: Natural supermarket sales of vitamins, minerals, and supplements, at current prices, rolling 52 weeks ending June 16, 2013 -
June 14, 2015
Figure 35: Natural supermarket sales of vitamins, minerals, and supplements by segment, at current prices, rolling 52 weeks ending
June 16, 2013 – June 14, 2015
Figure 36: Natural supermarket sales of vitamins, minerals, and supplements, by organic ingredients, at current prices, rolling 52 weeks
ending June 16, 2013 and June 14, 2015
Figure 37: Natural supermarket sales of vitamins, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
Figure 38: Natural supermarket sales of minerals, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
Figure 39: Natural supermarket sales of supplements, by type, at current prices, rolling 52 weeks ending June 16, 2013 and June 14, 2015
Appendix – Key players
Figure 40: MULO sales of vitamins, by leading companies and brands, 2014 and 2015
Figure 41: MULO sales of minerals and supplements, by leading companies and brands, 2014 and 2015
Appendix – Consumer
Figure 42: Households using children’s vitamins in the past 30 days, February 2010-March 2015
Figure 43: Brands of children’s vitamins used, February 2014-March 2015
Figure 44: Teen use of vitamins/minerals, October 2009-December 2014
Figure 45: Usage of select vitamins, February 2010-March 2015
Figure 46: Adult use of vitamins and minerals, February 2010 – March 2015
Figure 47: Brands of select adult vitamins used, February 2014 – March 2015
Figure 48: Frequency of adult use of vitamins, minerals, and supplements, February 2014-March 2015
CHAID analysis
Figure 49: Interest in vitamins, minerals, supplements product innovations– CHAID – Table output, May 2015
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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