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Nutritional Supplements in the U.S.


Attention: There is an updated edition available for this report.

Gauging 2006 sales at approximately $4.7 billion through all channels, including mass-market, health/natural, and direct/Internet, Nutritional Supplements in the U.S.: Vitamins, Herbal and Non-Herbal Supplements, a fully updated Packaged Facts report, covers nutritional supplements including vitamins, minerals, herbal supplements, non-herbal supplements, and other types of food supplements. The report explores this market in relation to broader food and beverage trends that could both hinder market growth and offer unique opportunities for new product development. One avenue ripe for exploration is that of functional foods, whose explosion in the market could present challenges for supplement marketers unable to ride this wave to their own advantage. Additionally, niche delivery systems, like spray mists and dissolving strips, are one of the ways marketers are reviving interest in previously sluggish categories, as is the ramped-up focus on condition-specific products targeting myriad conditions, from heart health to joint relief.

Nutritional Supplements in the U.S. examines key competitive trends and pinpoints opportunities for current and prospective marketers, including the potential impact of increased government regulation of supplements and the standardization across the industry caused by the imminent establishment of GMPs (Good Manufacturing Practices). The report also explores the increased demand for supplements as a result of the nation’s aging Boomer population, and the correlation between the obesity crisis in the U.S. and a growing focus on health and wellness. The four principal mass-market categories—general supplements, multi-vitamins, 1 & 2 letter vitamins, and liquid supplements—are quantified to the marketer/brand share level by IRI data, and further substantiated by extensive qualitative analysis. The report documents market size and composition, as well as marketing, new product, and retail trends, with sales forecasts through 2011. It provides detailed consumer profiles of key demographics, based on the Spring 2006 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and household composition.

Report Methodology
The information in Nutritional Supplements in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, spring 2006 National Consumer Survey.

What You’ll Get in this Report
Nutritional Supplements in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Nutritional Supplements in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the nutritional supplements industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for nutritional supplements, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for nutritional supplements based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for vitamins, minerals and herbal and non-herbal supplements.
  • Research and development professionals stay on top of competitor initiatives and explore demand for nutritional supplements.
  • Advertising agencies working with clients in the personal care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Report Methodology
    • The Market
      • Retail Sales Approach $5 Billion in 2006
      • Multivitamins Pace the Market
      • Supermarkets Lead in Supplement Sales
        • Table 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
        • Table 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
        • Table 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 Introduction - Highlights
  • Introduction
    • Market Definition
      • Scope of Report
      • Product Categories and Classifications
      • Mass-Market Product Classifications
      • Combination Formulas
      • Other Product Classifications
      • Delivery Systems
    • Industry Regulation
      • FDA and DSHEA at the Helm
      • DSHEA a Boon to Marketers and Retailers
      • The Nutrition Labeling and Education Act (NLEA)
      • FDA to Release Good Manufacturing Practices
      • The Ephedra Effect
      • Consumer Health Information for Better Nutrition Initiative
      • Supplements and the New AHA Dietary Guidelines
  • Chapter The Market - Highlights
  • The Market
    • Market Size and Growth
      • Retail Sales Approach $5 Billion in 2006
        • Table Total U.S. Retail Sales of Nutritional Supplements, 2001-2006 (in millions of dollars)
      • Mass-Market Sales In Decline
        • Table IRI-Tracked Dollar Sales of Nutritional Supplements, 2001-2006 (in millions of dollars)
      • Multivitamins Pace the Market
        • Table IRI-Tracked Dollar Sales of Nutritional Supplements: By Product Category, 2001-2006 (in millions of dollars)
        • Table Annual Dollar Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2002-2005 (in millions of dollars)
        • Table Annual Percentage Growth/Decline in IRI-Tracked Sales of Nutritional Supplements: By Product Category, 2002-2005 (percent)
        • Table 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
        • Table Share of IRI-Tracked Dollar Sales of Nutritional Supplements: By Product Category, 2001 vs. 2005 (percent)
      • Condition-Specific Products Gaining Ground
        • Table Dollar Growth and Market Share of Condition-Specific Supplements, 2001-2005 (percent)
        • Table Share of IRI-Tracked Dollar Sales of Nutritional Supplements: By Condition-Specific Type, 2001 vs. 2005 (percent)
        • Table IRI-Tracked Dollar Sales of Calcium Supplements, 2001-2005 (in millions of dollars)
        • Table IRI-Tracked Dollar Sales of Joint Supplements, 2001-2005 (in millions of dollars)
        • Table IRI-Tracked Dollar Sales of Children's Supplements, 2001-2005 (in millions of dollars)
        • Table IRI-Tracked Dollar Sales of Women's Supplements, 2001-2005 (in millions of dollars)
        • Table 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
        • Table 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 Indices for Use of Selected Supplement Classifications: By Gender, 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplement Classifications: By Adult Age Bracket, 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplement Classifications: By Household Size, 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplement Classifications: By Marital Status, 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplement Classifications: By Household Income Bracket (in thousands), 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplement Classifications: By Individual Employment Income Bracket (in thousands), 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplement Classifications: By Highest Degree of Educational Attainment, 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplement Classifications: By Race/Ethnicity, 2006 (U.S. adults)
        • Table 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 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 New Food Product Selling Points by Package Tags, 2001-2006
        • Table New Beverage Product Selling Points by Package Tags, 2001-2006
      • Nutritional Supplements Industry Under Fire
      • Most Supplements on Solid Scientific Ground
      • The Power of Marketing
        • Table Rate of New Nutritional Supplement Product Introduction vs. Market Growth Rate, 2001-2005 (number and percent)
      • Demographic Slicing
      • The Boomer Bulge
        • Table Projected U.S. Population by Age Bracket, 2005-2015 (in thousands)
    • Projected Market Growth
      • Market to Top $6 Billion by 2011
        • Table Projected U.S. Retail Sales of Nutritional Supplements, 2006-2011 (in millions of dollars)
  • Chapter The Marketers - Highlights
  • The Marketers
    • Competitive Trends
      • Mass-Market Especially Concentrated
      • Health/Natural Market Players
      • NBTY's Acquisitions
      • Direct Marketing Companies
      • Trends in Private Label
        • Table Private-Label Share of IRI-Tracked Dollar Sales of Nutritional Supplements by Category, 2001 vs. 2005 (percent)
        • Table 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 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
        • Table 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 Top Marketers of Nutritional Supplements by Share of IRI-Tracked Sales, 2001-2005 (percent)
        • Table Top Nutritional Supplement Brands by Share of IRI-Tracked Sales, 2001-2005 (percent)
        • Table Top Marketers and Brands of General Supplements by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
        • Table Top Marketers and Brands of Multivitamins by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
        • Table Top Marketers and Brands of 1 & 2 Letter Vitamins by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
        • Table Top Marketers and Brands of Liquid Supplements by IRI-Tracked Sales Trend and Market Share, 2005-2006 (percent)
        • Table Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Marketers, 2001 vs. 2005 (in millions of dollars)
        • Table Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Brands, 2001 vs. 2005 (in millions of dollars)
        • Table Total Growth/Decline in IRI-Tracked Sales of Nutritional Supplements Among Top Sub-Brand Lines, 2001 vs. 2005 (in millions of dollars)
  • Chapter Brand Profiles - Highlights
  • Brand Profiles
    • Brand Profile: Ocuvite/PreserVision (Bausch & Lomb)
      • Bausch & Lomb: An Eye Health Specialist
      • Ocuvite and PreserVision: An Eye for Health
        • Table IRI-Tracked Sales of Ocuvite and PreserVision Multivitamins by Variety: 2001-2006 (in millions of dollars)
        • Table Share of Bausch & Lomb Multivitamin Sales: 2004 vs. 2006 (percent)
      • Looking Ahead
    • Brand Profile: One-A-Day Multivitamins (Bayer Corp.)
      • Company Overview
      • One-A-Day: More Than a Multivitamin
        • Table Share of One-A-Day Multivitamin Sales by Variety, 2003 vs. 2006 (percent)
      • Men's Health Formula a Big Winner
        • Table IRI-Tracked Sales of Selected One-A-Day Products, 2001-2006 (in millions of dollars)
      • The Fight Against Cholesterol
      • Competing for Kids
        • Table Timeline of Selected One-A-Day New Product Introductions, 2003-2006
      • A New Front-Runner in Advertising Spending
        • Table 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
      • Triple Flex Targets Joint Care
      • New Products Aimed at Aging Population
        • Table 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 IRI-Tracked Sales of Centrum Multivitamins by Line Extension, 2001-2006 (in millions of dollars)
        • Table Share of Centrum Multivitamin Sales by Variety, 2003 vs. 2006 (percent)
      • A Drop in Advertising Spending
        • Table Share of Centrum National Advertising Expenditures by Variety: 2003 vs. 2005 (percent)
      • New Product Introductions
        • Table Timeline of Selected Centrum New Product Introductions, 2003-2006
      • Consumer Education
      • Centrum Demographics
        • Table Demographic Characteristics Favoring Use of Centrum (Any) Supplements, 2006 (U.S. adults)
  • Chapter Marketing and New Product Trends - Highlights
  • Marketing and New Product Trends
    • New Product Trends
      • Introductions Picking Up Steam
        • Table Number of Nutritional Supplement New Product Introductions, 2001-2006 (number and percent)
      • Overriding Trends
      • Trends in Calcium and Joint Health Supplements
        • Table Top Joint Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
        • Table Top Calcium Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
      • Other Age-Related Appeals: Eye, Heart, and Diabetes
        • Table Top Eye Supplements by Share of IRI-Tracked Sales: 2003 vs. 2006 (percent)
        • Table Top Heart Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
      • Trends in Women's Supplements
        • Table Top Women's Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
      • Trends in Men's Supplements
        • Table Top Men's Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
      • Trends in Children's Supplements
        • Table Top Children's Supplements by Share of IRI-Tracked Sales, 2003 vs. 2006 (percent)
      • Probiotics and Phytosterols
      • Fallout from Negative Publicity
        • Table New Nutritional Supplement Product Selling Points by Package Tags, 2001-2006 (number)
        • Table Selected New Product Introductions, January 2006-July 2006
    • Advertising and Retail Trends
      • Consumer Advertising Expenditures
      • Bayer Takes the Lead
        • Table Marketer Shares of National Consumer Advertising Expenditures for Nutritional Supplements, 2003 vs. 2005 (percent)
      • Consumer Advertising Themes and Promotions
      • Trade Support
      • Retail Trends
  • Chapter Consumer Patterns - Highlights
  • 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
        • Table Top Supplement Brands/Varieties by Household Usage Rates, 2004 vs. 2006 (U.S. adults)
        • Table Indices for Supplement Use Among Consumers Who Agree with Selected Statements, 2006 (U.S. adults)
        • Table Overview of Supplement Usage, 2004-2006 (U.S. adults)
        • Table Usage Rates for Selected Supplement Classifications, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Supplements Once a Day, 2006 (U.S. adults)
        • Table 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 Indices Among Supplement Users for Agreement with Selected Statements: By Age Bracket, 2006 (U.S. adults)
        • Table Indices Among Supplement Users for Agreement with Selected Statements: Female vs. Male, 2006 (U.S. adults)
        • Table Supplement User Demographics: Teenagers, 2006 (U.S. teenagers age 12-17)
        • Table Indices for Supplement Use Among Teenagers Who Agree with Selected Statements, 2006 (U.S. teenagers age 12-17)
        • Table Indices Among Supplement Users for Agreement with Selected Statements: By Race/Ethnicity, 2006 (U.S. adults)
        • Table Indices Among Supplement Users for Agreement with Selected Statements: By Region, 2006 (U.S. adults)
        • Table 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 Usage Rates for Selected Supplement Classifications: By Types Used Most Often, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Multiple-Formula Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Calcium Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Vitamin C, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Vitamin E, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Fish Oil Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Vitamin B-12, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Vitamin B-Complex, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Herbal Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Antioxidants, 2006 (U.S. adults)
        • Table 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 Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Frequently Take Preventive Medicine, 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Vitamins/Nutrients Make a Difference, 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Prefer Alternative Medicine to Standard Medical Practice, 2006 (U.S. adults)
        • Table 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 Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Make Sure I Exercise Regularly, 2006 (U.S. adults)
        • Table Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: People Need More Vitamins When Older, 2006 (U.S. adults)
        • Table 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 Indices for Use of Selected Supplements Among Consumers Who Agree with Statement: Always Look for Most Advanced Medications Available, 2006 (U.S. adults)
        • Table 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 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 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 Usage Rates for Selected Supplements: By Brand Lines or Brand Varieties Used Most Often, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Centrum (Any) Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of One-A-Day (Any) Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Nature Made (Any) Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Caltrate Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of GNC Supplements, 2006 (U.S. adults)
        • Table Demographic Characteristics Favoring Use of Sundown Supplements, 2006 (U.S. adults)
  • Chapter Looking Ahead - Highlights
  • Looking Ahead
    • Trends and Opportunities
      • Synergies with Functional Foods and Forms
      • 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
  • Addresses of Selected Marketers

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