This study describes and analyzes the U.S. market for vitamins, minerals and supplements herbs, phytonutrients, essential fatty acids and more. Learn what strategies the major VSM players and giant pharmaceutical companies employ to wrest control of this dynamic market. Discover what opportunities exist to introduce new products and capture sales in new demographics. Find out what regulatory course the federal courts and the FDA are charting for the industry. And get the inside track on marketing trends and consumer attitudes with up-to-the-minute data from surveys, financial reports and trade and consumer publications.
Scope and Methodology
This report covers vitamins, supplements, and minerals (VSMs) used for nutritional purposes and sold at retail through health and natural product stores, mass merchandisers, drugstores, supermarkets, direct marketing, mail order, and the Internet.
The report does not cover sports or weight-loss supplements, supplements used for non-nutritional purposes, VSM products sold at the institutional or professional health-care level, or bulk VSM products—those used to produce human and animal nutri-tional products. Nor does it cover sales of the herbs from which herbal supplements are derived.
The information contained in this report was obtained from both primary and sec-ondary research. Primary research entailed in-depth, on-site examinations of health and natural product stores, drugstores, mass merchandisers, and food stores, and information from Natural Products Expo East in Baltimore, Maryland, in September 1999 and Natural Products Expo West in Anaheim, California, in March 2000. Extensive company inter-views were conducted to obtain information on regulatory issues, marketing programs, and new products pertaining to the VSM market. Secondary research includes data gath-ered from sources such as trade and consumer publications, newspapers, government re-ports, financial reports, company literature, and corporate annual reports. Revenues and revenue growth rates are based on secondary research confirmed through primary inter-views with professional organizations, trade publications, and major players in the mar-ket.
A large share of vitamin, supplement, and mineral sales occurs in health and natu-ral product stores, which are not monitored by tracking services. In estimating the health and natural product sector, Packaged Facts has relied on data published by trade maga-zines such as Whole Foods, Health Products Business, Natural Foods Merchandiser, Vi-tamin Retailer, Natural Products Industry Insider, and Nutrition Business Journal. For the mass-market sector, Packaged Facts derived figures using available data from Infor-mation Resources, Inc. (IRI) and A.C. Nielsen, as reported in trade publications. All in-formation was supplemented by interviews with marketers, tracking services, and other trade sources.
The consumer demographic information in this report is based on data compiled by Simmons Market Research Bureau, New York, New York. Twice a year Simmons surveys a large sample of consumers about their buying habits; the fall 1999 data cited here is based on a sample of 33,054 adults. Simmons has access to complete demo-graphic information about these consumers, who are selected to represent a statistically accurate cross-section of the U.S. population.
Tables And Graphs:
Hours of Research: 700
Appendix I: Examples OF Consumer Advertising
Appendix II: Examples OF Consumer Promotions
Appendix III: Examples OF Trade Advertising And Promotions
Appendix IV: Examples OF Retail Advertising And Promotions
Appendix V: Addresses Of Selected Marketers
NOTE: Appendices I-IV are not included in the digital version of this report
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