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Nutritional Supplements in the U.S., 6th Edition


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Nutritional Supplements in the U.S., 6th Edition

Need a comprehensive source of data and analysis on the nutritional supplement industry? Look no further than Nutritional Supplements in the U.S., the 6th edition of Packaged Facts’ leading market research survey on this projected $16.4 billion market.

This is a market that has experienced ups and downs. Negative press about supplement safety and effectiveness not surprisingly had a chilling effect – sales of products slowed in 2013, going into 2014. Consumer eating habits also had an effect – with people eating more functional foods and beverages, there was less need to supplement a meal with pills. Functional foods provide the nutritional boost – so, in effect, people could have their cake and eat it, too.

Hard hit were omega-3/fish oil and calcium bone supplements, suffering double digit declines in 2013. But the picture wasn’t entirely bleak: digestive health and probiotic sales have been healthy, posting an almost 25% increase in sales of such supplements in the multi-outlet channel in 2013. Looking ahead, sales of nutritional supplements will experience an increased growth rate between 2014 and 2018, with sales expanding due to an aging population, rising consumer involvement in personal health, and a growing expectation of personalization for virtually all services and products.

Nutritional Supplements in the U.S., 6th Edition contains comprehensive data on the U.S. market for dietary supplements, including historical (2009-2013) and forecasted (2014-2018) retail sales data. Featured in the report are discussions of key trends affecting the marketplace, growth and consumer demographics. The report also profiles innovative and growing supplement marketers and retailers providing nutritional supplements in the U.S. and ranks marketers in terms of sales for a number of different nutritional supplement segments and categories.

Report Methodology

The information in Nutritional Supplements in the U.S., 6th Edition is based on primary and secondary research. Primary research entailed interviews with companies, distributors and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature, and corporate annual reports. Sales of packaged products are based on available sales data from IRI’s InfoScan multi-outlet (MULO) data service, estimates reported in the trade and consumer press, industry experts, and participating supplement manufacturers and retail outlets. Consumer findings are derived from Packaged Facts’ proprietary survey conducted in August 2012 and Experian’s Simmons National Consumer Study (NCS) surveys, which provide current data on consumers’ purchasing habits, preferences and perspectives.

What You’ll Get in This Report

Nutritional Supplements in the U.S., 6th Edition makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players 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., 6th Edition offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the nutritional supplements market, 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 in the U.S., as well as projected markets and trends through 2018.

This report will help:

  • Marketing managers identify market opportunities and develop targeted promotion plans for nutritional supplements.
  • Research and development professionals stay on top of competitor initiatives and explore demand for nutritional supplements amongst different population demographics.
  • Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy nutritional supplements.
  • 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.


SAMPLE INSIGHTS AND HIGHLIGHTS

  • Sales of nutritional supplements in the U.S. will grow by a compound annual growth rate of 6.3% during the forecast period 2014-2018.
  • The continued insufficient intake of vitamins D and A in the typical American diet makes these supplements an excellent opportunity for increased market growth over the forecast period.
  • “Pill fatigue” will continue to drive gummy and other alternative format supplement sales.
  • Gut health and probiotics will remain the top condition-specific nutritional supplement category in 2014 and 2015, and will remain a fast growing market as it caters to an aging population.
  • The key opportunity for energy supplement marketers is to push into the non-traditional convenience store channel where energy drink and shot sales are largest.
  • Joint health and eye health supplements were the largest condition-specific supplement categories in 2013, comprising just over one-third of all condition-specific supplement sales.
  • Eye health and digestive health condition-specific supplements saw double digit growth in 2013, while bone health and women’s health supplement sales suffered double digit declines.
  • Multivitamins comprise over 80% of children’s vitamin sales.
  • Digestive health supplements was the fastest growing condition-specific supplements category in 2013, spurred on by noticeable growth in sales of i-Health’s Culturelle line of digestive health supplements.
  • Pharmaceutical and consumer packaged goods firms have significantly increased their share of nutritional supplement sales over the past five years since 2009.
  • “Free-from” marketing claims continue to resonate very strongly with supplement users.
  • New dietary guidelines expected after 2015 may require reformulations of existing products to meet the new standards
  • Energy-boosting supplements are receiving significant attention from both marketers and consumers as more people look for alternatives to caffeinated energy drinks
  • Interest in probiotics continues to grow in the U.S., a sharp contrast to the decline seen in Europe, the traditional probiotics market
  • Mushrooms and CoQ10 are two of the hottest new ingredients being added to supplements, the first for energy and the latter as part of a growing trend to improve “mitochondrial health”
  • Supercenters remain the largest channel for nutritional supplement sales, followed by grocery stores and natural/specialty stores.
  • The Hispanic market for supplements saw the fastest growth for supplement usage of any ethnic group between 2009 and 2013.

  • Executive Summary
    • Scope & Methodology
    • Market & Forecast
      • Forecast
      • Negative Press Hinders Supplement Sales
      • Condition-Specific Supplements
      • Children's Vitamins
      • Herbal Supplements Sales Remain Solid
    • Competitive Overview of Nutritional Supplement Marketers
      • Mergers & Acquisitions
    • The Omega Supplements Market
      • Marketers Fight Back: A New Health Claim
    • Marketer & Brand Shares
      • Top Competitors and Brands by Market Segment
      • Top Competitors for Condition-Specific Supplements
        • Table Condition-Specific Supplement Market Shares by IRI-Tracked Sales, 2013 (in percent and million dollars)
      • Top Brands & Competitors for Children's Supplements
    • Marketing & New Product Trends
      • Herbal Supplements
      • Energy Supplements Resonating with Consumers
      • Supplement Regulations
      • "Free-From" Claims Are a Strong Marketing Strategy
    • The Retail Marketplace
      • 2013 A Good Year for Natural/Specialty Stores
      • Mass Market Merchandiser Supplement Sales Mixed in 2013
      • Online Still Has Plenty of Room for Growth
      • Private Label
    • Consumer Trends
      • Table Top 10 Supplements Most Often Used, 2009-2013 (percent)
      • Consumer Psychographics
      • Consumer Demographics
      • Key Demographics of Most Used Supplements
      • Key Demographics of Most Used Brands
  • Market Projections and Opportunities
    • Key Points
    • Scope of Report
    • Product Categories and Classifications
      • Vitamins
      • Minerals
      • Supplements
      • Mass-Market Product Classifications
    • Forecast
    • Opportunities
      • Older Population
        • Table U.S. Population, 2010-2020 (in millions and percent)
        • Table Projected Adult Supplement Use by Age, 2010-2020 (in millions)
      • Digestive/Probiotic Supplements
      • Marketing What the Supplement Doesn't Contain, as Well as What It Does
        • Table Share of U.S. Population Watching Diet, 2009-2013 (percent)
      • Push Energy Supplements into Traditional Energy Drink Sales Channels
      • Vitamins A, B12 & D
        • Table Use of Vitamins A, B12 and D, 2009 & 2013
      • New & Innovative Delivery Formats
      • Personalized Supplements
  • Market Size and Segmentation
    • Key Points
    • Supplement Sales Continue Steady Growth
      • Multi-Outlet Supplement Sales Rise in Value, Drop in Volume
        • Table Multi-Outlet Supplement Sales by Segment, 2012-2013 (in million $ and million 10 count)
      • Private Label Sales
        • Table Multi-Outlet Private Label and Brand Name Supplement Sales, 2012-2013 (in million $ and million 10 count)
    • Negative Press Hinders Supplement Sales
    • Condition-Specific Supplements
      • Table Multi-Outlet Condition-Specific Supplement Sales, 2012-2013 (in million $ and million 10 count)
      • Common Ailments Suffered by Americans
      • Joint Health Supplement Sales Flat in 2013
        • Table Joint Pain in U.S. Adults, 2011 (in percent)
      • Eye Health Grows in Popularity
      • Bone/Women's Supplements in Decline
      • Digestive Health a Popular Choice with Consumers
    • Children's Vitamins
      • Table Multi-Outlet Supplement Sales of Children's Supplements by Segment, 2012-2013 (in million $ and million 10 count)
    • Herbal Supplements
      • Demographics of Herbal Supplement Use
        • Table Demographics of Herbal Supplement Use, 2013 (index)
      • Herbal Supplement Quality Concerns
    • Supplements Continue Battle Against Functional Foods
  • The Marketers
    • Key Points
    • Competitive Overview
    • Mergers & Acquisitions
      • Table Supplement Sector Mergers & Acquisitions, Aug. 2012-Apr. 2014
      • Church & Dwight Acquire Avid Health
      • Reckitt Benckiser Acquires Schiff Nutrition International
    • Changing Competitor Landscape
    • Natural Product Marketers
    • Direct-To-Consumer Marketers
      • Online Sales Marketers Continue to Post Strong Growth
    • Marketer & Brand Shares
      • Methodology
      • Carlyle Remains Top Competitor
        • Table Top Nutritional Supplement Marketers by IRI-Tracked Sales, 2013 (in million dollars and percent)
      • The Leading Brands
        • Table Top Nutritional Supplement Brands by IRI-Tracked Sales, 2013 (in million dollars and percent)
      • Top Competitors and Brands by Market Segment
        • Table Nutritional Supplement Segment Market Shares by IRI-Tracked Sales, 2013 (in percent)
        • Table Top Five Mineral Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five Multivitamin Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five 1&2 Letter Vitamin Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five Liquid Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
      • Top Competitors for Condition-Specific Supplements
        • Table Condition-Specific Supplement Market Shares by IRI-Tracked Sales, 2013 (in percent)
        • Table Top Five Digestive Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table ReNew Life Formula's Top Brands by IRI-Tracked Dollar Sales and Sales Share, 2013 (in million dollars and percent)
        • Table Top Five Vitamin C/Immunity Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five Joint Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five Eye Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five Bone Health/Calcium Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Selected Leading Women's Health Supplement Brands by IRI-Tracked Dollar Sales, 2013 (in million dollars and percent/dollar change)
        • Table Selected Leading Men's Health Supplement Brands by IRI-Tracked Dollar Sales, 2013 (in million dollars and percent/dollar change)
        • Table Top Five Heart Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five Brain Health Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five Cosmetic Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
        • Table Top Five Energy Supplement Brands by IRI-Tracked Dollar Sales and Segment Share, 2013 (in million dollars and percent)
      • Top Brands & Competitors for Children's Supplements
        • Table Top Children's Nutritional Supplement Brands by IRI-Tracked Sales, 2013 (in million dollars and percent)
  • Marketing and New Product Trends
    • Key Points
    • New Product Launches Out of Synch with Consumer Wants
    • Herbal Supplements
    • Probiotics
      • Table Key Demographics of Supplement Users Incorporating Probiotics into Their Diet, 2013 (index)
    • Whole Food Supplements: No Momentum in 2013
    • Energy Supplements and Tiredness Reduction
    • Supplement Regulations
      • FDA Floundering with FSMA
      • New Food Label Guidelines May Require Supplement Reformulations
      • Health Claims
      • Supplement Product Safety Enforcement
    • "Free-From" Claims Are a Strong Marketing Strategy
      • Third-Party Certifications & Transparency
      • GMO
    • Up and Coming Ingredients
      • The Q's (PQQ & CoQ10)
      • Mushrooms
      • Turmeric/Circumin
      • Kale
      • Chia
      • Lactobacillus Reuteri
    • The Omega Supplements Market
      • Omega-3 Supplement Sales on the Decline
        • Table Change in Fish Oil Supplement Use by Demographic, 2012-2013 (percent & weighted sample in thousands)
      • Negative Press Grows
      • A New Health Claim for Omega-3?
      • Delivery Innovations
  • The Retail Marketplace
    • Key Points
    • Sales by Channel
    • 2013 a Good Year for Natural/Specialty Stores
      • Natural/Specialty Store Owners Expanding Stores & Locations
      • The Relationship Between Sales of Perishables and Supplements
      • Retailer Profile: Vitamin Shoppe
      • Retailer Profile: GNC
    • Mass Market Merchandiser Supplement Sales Mixed in 2013
      • Table IRI-Tracked Multi-Outlet Sales of Nutritional Supplements for Period Ending January 26, 2014 (in millions of dollars & million 10 cnt)
      • Walmart Remains the Dominant Mass Merchandiser for Supplement Sales
        • Table Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Retail Channel, May/June 2010 vs. August 2012 (percent)
      • Prices/More Information Key to Enticing/Retaining Customers
    • Online Still Has Plenty of Room for Growth
      • Table Alexa Rank of Top Online Nutritional Supplement Retailers, February 2014 (rank)
      • Virtual "Marketplace Stores" Can Lift Online Sales, but Require Caution
      • Retailer Profile: Vitacost
    • Private Label
      • Private Label Vitamin/Mineral Sales Continue Decline in Multi-Outlet Channels
        • Table IRI-Tracked Multi-Outlet Sales of Private Label Nutritional Supplements for the Period Ending January 26, 2014 (in million 10 count)
      • Private Label Market Penetration in Natural/Specialty Channel Improving
  • Consumer Trends
    • Key Points
    • Note on Data Sources
    • Use of Multi-Vitamins Down, Vitamin D Up
      • Table Types of Supplements Most Often Used, 2009-2013 (percent)
    • Supplements People Are Taking Are not Necessarily What They Need
      • Table Supplement Use vs. Population Getting Adequate Nutrition by Supplement Type (percent)
    • Consumer Psychographics
      • The Connection Between Healthy Habits & Supplement Use
        • Table Diet and Health Choices in Supplement Users, 2013 (index)
        • Table Diet and Health Choices by Frequency of Supplement Use, 2013 (index)
        • Table Potential Health Cost Savings from Supplement Use, 2013-2020 (in billion $)
      • Safety of Supplements
    • Consumer Demographics
      • Key Demographic Markets
        • Table Nutritional Supplement Usage: Overall Demographic Patterns, 2013 (percent, number and index of U.S. adults)
      • Key Demographic Trends
        • Table Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2009 vs. 2013 (percent and number in millions of U.S. adults)
        • Table Percentage of Adults Using Nutritional Supplements: By Ethnicity, 2009 vs. 2013 (percent and number in millions of U.S. adults)
        • Table Percentage of Adults Using Nutritional Supplements: By Region, 2009 vs. 2013 (percent and number in millions of U.S. adults)
        • Table Percentage of Adults Using Nutritional Supplements: By Household Income and Value of Residence, 2009 vs. 2013 (percent and number in millions of U.S. adults)
        • Table Household Use of Adult Nutritional Supplements & Children's Vitamins 2009/2010* vs. 2013 (percent and number in millions of U.S. adults)
      • Supplement Use by Type and Brand
        • Table Key Demographic Supplement User Indicators by Supplement Type, 2013 (index)
        • Table Demographic Indicators for Nutritional Supplement Usage by Brand/Brand Line, 2013 (percent and index of U.S. adults)

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