Nutritional Supplements in the U.S., 5th Edition
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  • 1. Nutritional Supplements in the U.S., 5th EditionReport Details:Published:September 2012No. of Pages: 200Price: Single User License – US$3500Throughout the recession and its “New Normal” aftermath of frugal spending, the nutritionalsupplements market held steady as Americans apparently embraced supplements as less costlyalternatives to pure-play medical options like doctor visits and prescription medications. Now, withU.S. consumers beginning to loosen their budgetary belt straps, nutritional supplement marketersmust work to keep their products at the forefront of consumers’ health regimens. Key to thispursuit are targeted products featuring trendy ingredients more heavily backed by science andincreasingly taking a page from their functional food competitors. At the same time, supplementmarketers must keep their sights squarely focused on their prime demographics: those over age65 and the up-and-coming aging Baby Boomers currently swelling the senior brackets. Nor canthe industry afford to ignore the younger demographics who are its longer-term future but whosesupplement usage rates have been declining, or the emergent Hispanic population, whosesupplement usage rates are below average but gradually rising.Marketwide, product efficacy and credibility remain crucial, with supplement developersincreasingly relying on scientific evidence supporting the benefits of taking nutritional supplementsto bolster the industry’s image in the eyes of consumers and healthcare practitioners. With marketregulation and scrutiny at an all-time high, it’s more important than ever for the industry to produceand feature products able to substantiate their health benefit claims. In this vein, condition-specificsupplements continue to grow in breadth and importance, and they will remain a key driver ofsales and new product development across myriad segments including joint, brain, cosmetic, andheart, with many of these products homing in on age-related health issues. At the other end of thecondition-specific spectrum, children’s supplements have been doing well, demographically book-ending the overall market in way that suggests solid future prospects. During 2012, supplementsales rose 7% to $11.5 billion, the report calculates, and sales are forecasted to reach $15.5 billionby 2017.Nutritional Supplements in the U.S., 5th Edition, a fully updated Packaged Facts report, examinesthe market for nutritional supplements within the context of broader HBC trends in new productdevelopment and marketing, including vitamins, minerals, herbals, homeopathics and combinationproducts. It charts industry sales and composition, providing retail sales breakouts for four mainproduct categories (general supplements, multivitamins, 1 & 2 letter vitamins and liquid
  • 2. supplements) and for over a dozen condition-specific segments (children’s, joint health,calcium/bone health, eye health, women’s, vitamin C/immunity, digestive health/probiotic, men’s,brain health, heart health, omega, cosmetic, energy, and CoQ-10. The report also provides athorough examination of market drivers, the competitive situation, mass-market marketer andbrand shares, marketing trends, and consumer trends.Key data sources include Experian Simmons national consumer surveys covering category andbrand usage levels and trends as well as demographic and psychographic patterns; andInformation Resources, Inc. InfoScan Reviews, quantifying nutritional supplement marketer andbrand shares at the mass-market level across the four product categories. The report includesmany product images, and as a special feature, late-breaking data from Packaged Facts’proprietary consumer survey, which was conducted online in August 2012.Get your copy of this report @http://www.reportsnreports.com/reports/195666-nutritional-supplements-in-the-us-5th-edition.htmlMajor points covered in Table of Contents of this report includeTable Of ContentsChapter 1: Executive SummaryScope of ReportProduct Categories and ClassificationsVitaminsMineralSupplementsMass-Market Product ClassificationsCombination FormulasMarket TrendsU.S. Retail Sales to Reach $15.5 Billion in 2017Table 1-1: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)Mass-Market Sales AccelerateGeneral Supplements Dominate Retail SalesFigure 1-1: Share of SymphonyIRI-Tracked Sales of Nutritional Supplements: By ProductCategory, 2008 vs. 2012 (percent)Condition-Specific Products Maintain GrowthSupercenters/Mass Merchandisers Lead in Supplement SalesFocus on Health and Wellness Drives Supplement PurchasesMarketing TrendsCompetitive OverviewCategory Crossover and Line ExtensionsNatural Product MarketersMarket Bellwethers GNC and Vitamin Shoppe See Growth
  • 3. Share of Mass-Market Sales: Carlyle Group Leads the PackTable 1-2: Top Marketers of Nutritional Supplements: Share of SymphonyIRI-Tracked DollarSales, 2011-2012 (percent)Private-Label Share DisappointsNew Product Activity Ramps Up as Industry Celebrates 100th AnniversaryBoomers Influence Product SelectionMultivitamin Marketers Expand Into General SupplementsIllustration 1-1: Centrum ProNutrients LineConsumer TrendsOver Half of U.S. Adults Use SupplementsFigure 1-2: Percent of U.S. Adults Using Nutritional Supplements, 2012 (U.S. adults)Fish Oil, Vitamin D Use GrowsCondition-Specific ListTop Brand Lines Are Store Brands, Other BrandsBelief in Efficacy Spurs Supplement UseSupplements Unnecessary, ExpensiveMore Older Adults Use Supplements41% of Supplement Users Are BoomersUsage Declines Among Younger ConsumersHispanic Supplement Use Key to Market GrowthChapter 2: IntroductionMarket DefinitionScope of ReportProduct Categories and ClassificationVitaminsMineralsSupplementsMass-Market Product ClassificationsCombination FormulasOther Product ClassificationsSingle-Element vs. Multivitamin/MineralSynthetic vs. NaturalDemographic SegmentationDelivery SystemsIndustry RegulationFDA and DSHEA Oversee Supplements IndustryThe Nutrition Labeling and Education Act (NLEA)Qualified Health ClaimsRDAs, RDIs, DRIs, DRVs and DVsCongress Passes Adverse Event Reports (AER) BillThe Dietary Supplement Health and Education Act
  • 4. DSHEA Remains FDA Focus, EvolvesFDA Enforces Good Manufacturing Practices for Dietary SupplementsSupplement-Focused Regulation ContinuesMore Challenges to DSHEACRN Spearheading Industry Self-RegulationChapter 3: The MarketMarket Size and GrowthU.S. Retail Sales Top $11 Billion in 2012Table 3-1: U.S. Retail Sales of Nutritional Supplements, 2008-2012 (in millions of dollars)Mass-Market Sales AccelerateTable 3-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2011-2012 (in millions ofdollars)General Supplements See Greatest Gains, Liquid Supplements Grow FastestTable 3-3: SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2011-2012 (in millions of dollars)Market CompositionGeneral Supplements Dominate Retail SalesFigure 3-1: Share of SymphonyIRI-Tracked Sales of Nutritional Supplements: By ProductCategory, 2008 vs. 2012 (percent)Condition-Specific Products Maintain GrowthTable 3-4: SymphonyIRI-Tracked Sales of Condition-Specific Products by Type, 2011-2012 (inmillions of dollars)Table 3-5: Share of SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type,2011-2012 (percent)Supercenters/Mass Merchandisers Lead in Supplement SalesFigure 3-2: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2012 (percent)Supplement Shoppers Prefer WalmartTable 3-6: Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by RetailChannel, May/June 2010 vs. August 2012 (percent)Market OutlookFocus on Health and Wellness Drives Supplement PurchasesConsumers Sticking with Nutritional SupplementsA Supplement a Day Keeps the Doctor AwaySupplement Market Fights Negative PressSupplement Shoppers Need ReassuranceThe “Dr. Oz Effect”Competition from Functional FoodsFigure 3-3: Agreement with Statement “I prefer to get nutrition from foods rather thansupplements,” August 2012 (percent)Whole-Food Supplements Fill a NicheThe Mainstreaming of Natural/Organic
  • 5. Consumers Misled by Organic’s Health HaloAging Baby Boomers a Massive Market DriverFigure 3-4: Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2012 (U.S.adults)41% of Supplement Users Are BoomersTable 3-7: Number and Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket,2012 (number in millions and percent of U.S. adults)Table 3-8: Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)Older Americans Hit Hard by RecessionRise of the MillennialsHispanic Consumers a Growing ConcernTable 3-9: Projection of U.S. Population by Race and Hispanic Origin, 2010 vs. 2020 (number inmillions)Looking AheadEconomic ImpactScientific BackingNew IngredientsOnline RetailingThe Aging PopulationHispanic ConsumersThe Younger SetU.S. Retail Sales to Top $15 Billion by 2017Table 3-10: U.S. Retail Sales of Nutritional Supplements, 2012-2017 (in millions of dollars)Chapter 4: The MarketersCompetitive OverviewMergers and AcquisitionsThe Carlyle Group Completes NBTY PurchasePfizer Completes Series of AcquisitionsProcter & Gamble Acquires New ChapterGNC Buys LuckyVitamin.comSchiff Acquires Sustenex Brand from Ganeden BiotechNestlé Invests in AcceraIngredient Producer DSM Acquires Martek, AmerifitRetailers Benefit from Private-Label OfferingsNutritional Supplement Private-Label Share DisappointsFigure 4-1: Private-Label Share of Mass-Market Sales of Nutritional Supplements by Category:2011 vs. 2012 (percent)Table 4-1: SymphonyIRI-Tracked Sales of Nutritional Supplements by Category: Private-Labelvs. Overall, 2011-2012 (in millions of dollars)Figure 4-2: Usage of Store-Brand Supplements by Household Income Level: Less Than $100Kvs. $100K+, 2011 vs. 2012 (U.S. consumers)
  • 6. Category Crossover and Line ExtensionsNatural Product MarketersMarket Bellwethers GNC and Vitamin Shoppe See GrowthTable 4-2: GNC and Vitamin Shoppe Annual Sales, 2008-2012 (in millions of dollars)Direct Marketing CompaniesDirect-Sales Channels BoomingOnline Sales Attractive to MarketersDirect Mail Works for Nutritional SupplementsPractitioner Channel on the RiseConsumer Advertising Themes and PromotionsEco-CredibilityTraceabilityCelebrity EndorsementsTrade SupportNatural Grocers Continue to Extend ReachRetailers Learn How to Educate ConsumersTable 4-3: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands,2012Marketer and Brand SharesMethodologyThe Carlyle Group Leads the PackTable 4-4: Top Marketers of Nutritional Supplements: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent)Table 4-4a: Top Marketers of Nutritional Supplements: Share of SymphonyIRI-Tracked DollarSales, 2011-2012 (percent)Table 4-5: Top Nutritional Supplement Brands: SymphonyIRI-Tracked Dollar Sales, 2011-2012(in millions of dollars and percent)Table 4-5a: Top Nutritional Supplement Brands: Share of SymphonyIRI-Tracked Dollar Sales,2011-2012 (percent)Carlyle Group Scores Top Spot in General SupplementsTable 4-6: Top Marketers and Brands of General Supplements: SymphonyIRI-Tracked DollarSales, 2011-2012 (in millions of dollars and percent)Table 4-6a: Top Marketers and Brands of General Supplements: Share of SymphonyIRI-TrackedDollar Sales, 2011-2012 (percent)Multivitamins Category Sees Lukewarm GrowthTable 4-7: Top Marketers and Brands of Multivitamins: SymphonyIRI-Tracked Dollar Sales, 2011-2012 (in millions of dollars and percent change)Table 4-7a: Top Marketers and Brands of Multivitamins: Share of SymphonyIRI-Tracked DollarSales, 2011-2012 (percent)Pharmavite, Carlyle Group Dominate 1 & 2 Letter VitaminsTable 4-8: Top Marketers and Brands of 1 & 2 Letter Vitamins: SymphonyIRI-Tracked DollarSales, 2011-2012 (in millions of dollars and percent change)
  • 7. Table 4-8a: Top Marketers and Brands of 1 & 2 Letter Vitamins: Share of SymphonyIRI-TrackedDollar Sales, 2011-2012 (percent)Liquid Supplements Category Highly FragmentedTable 4-9: Top Marketers and Brands of Liquid Supplements: SymphonyIRI-Tracked Dollar Sales,2011-2012 (in millions of dollars and percent change)Table 4-9a: Top Marketers and Brands of Liquid Supplements:Share of SymphonyIRI-Tracked Dollar Sales, 2011-2012(percent)Focus on Condition-Specific ProductsCondition-Specific Products Over a Quarter of the MarketBayer’s Flintstones on Top in Children’s SupplementsOsteo Bi-Flex Leads in Joint Health SupplementsCitracal Over One-Third of Calcium SegmentBausch & Lomb Dominates Eye Health SegmentPregnancy, Menopause Top Women’s Supplements ConcernsEmergen-C a Major Force in Vitamin C/Immunity SupplementsDigestive Health/Probiotic Supplements Still PopularOne A Day Leads in Men’s SupplementsSales Skyrocket in Brain Health SegmentHeart Health Supplements Experience Free-FallOmega-3 and 6 SupplementsNew Cosmetic Supplements Breathe Life into SegmentEnergy Supplement Sales FalterTable 4-10: SymphonyIRI-Tracked Dollar Sales and Market Share of Condition-Specific Productsby Type, 2011-2012 (in millions of dollars and percent)Table 4-11: Top Ten Children’s Supplements Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-12: Top Ten Joint Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-13: Top Ten Calcium Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-14: Top Ten Eye Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-15: Top Ten Women’s Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-16: Top Five Vitamin C/Immunity Supplement Brands by SymphonyIRI-Tracked DollarSales and Segment Share, 2011-2012 (in millions of dollars and percent)Table 4-17: Top Ten Digestive Health/Probiotic Supplement Brands by SymphonyIRI-TrackedDollar Sales and Segment Share, 2011-2012 (in millions of dollars and percent)Table 4-18: Top Ten Men’s Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-19: Top Ten Brain Supplement Brands by SymphonyIRI-Tracked Dollar Sales and
  • 8. Segment Share, 2011-2012 (in millions of dollars and percent)Table 4-20: Top Five Heart Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-21: Top Five Omega Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-22: Top Five Cosmetic Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Table 4-23: Top Five Energy Supplement Brands by SymphonyIRI-Tracked Dollar Sales andSegment Share, 2011-2012 (in millions of dollars and percent)Chapter 5: New Product TrendsActivity Ramps Up as Industry Celebrates 100th AnniversaryBoomers Influence Product SelectionMultivitamin Marketers Expand Into General SupplementsIllustration 5-1: Centrum ProNutrients LineJoint Supplements Driven by Aging PopulationIllustration 5-2: ResVitále Hops ScienceU.S. in Need of Heart Health SupplementsProbiotics: Moving Beyond YogurtProbiotics in the MainstreamIllustration 5-3: One A Day TruBioticsDigestion Begins at the MouthBrain PowerIllustration 5-4: Bluebonnet Power ThoughtAging Population Drives Eye Health SegmentIllustration 5-5: LifeSeasons Visibili-TSecond AREDS Study Puts Eye Health into FocusSupplements for SleepIllustration 5-6: Source Naturals NightRestMen’s SupplementsIllustration 5-7: Irwin Naturals Prosta StrongDiabetes and Blood SugarIllustration 5-8: Natural Factors WellBetX PGX with MulberryCosmetic Supplements Offer Beauty from WithinIllustration 5-9: Youtheory Collagen SupplementSkin Whitening SupplementsOmegas Expand Beyond Heart HealthIllustration 5-10: Nature Made 100% Vegetarian Omega-3Lack of RDAs Hasn’t Stifled Omega GrowthBridging the Gap Between Food and SupplementsRise of the HerbalistOrganic and Vegan Supplements
  • 9. Whole Food SupplementsIllustration 5-11: New Chapter Cinnamon ForceIllustration 5-12: Garden of Life Vitamin Code RAW AntioxidantsSeasonal Approach to SupplementsUp-and-Coming IngredientsChiaArgan OilFruit Stem CellsAfrican MangoGreen Coffee ExtractRaspberry KetonesBaobabTurmeric/CurcuminIllustration 5-13: Swanson Health Products Curcumin ComplexChapter 6: Consumer TrendsIntroductionNote on Data SourcesOver Half of U.S. Adults Use SupplementsFigure 6-1: Percent of U.S. Adults Using Nutritional Supplements, 2008-2012 (U.S. adults)Figure 6-2: Percent of Adults Using Nutritional Supplements, 2012 (U.S. adults)Fish Oil, Vitamin D Use GrowsTable 6-1: Selected Leading Types of Nutritional Supplements by Usage Rates, 2008 vs. 2012(percent of U.S. adults)Heart Health/Blood Pressure Supplements Top Condition-Specific ListTable 6-2: Usage of Condition-Specific Supplements, 2012 (percent of U.S. adults)Top Brand Lines Are Store Brands, Other BrandsTable 6-3: Top 15 Nutritional Supplement Brand Lines by Usage Rates, 2008 vs. 2012 (percent ofU.S. adults)Table 6-4: Overview of Nutritional Supplement Usage, 2012 (percent and number of U.S. adults inmillions)Consumer PsychographicsBelief in Efficacy Spurs Supplement UseSupplements Unnecessary, ExpensiveTable 6-5: Top Reasons Consumers Do Not Take Supplements, 2012 (percent of U.S.consumers who don’t take supplements)Supplement Users Pursue Health/Wellness GoalsStronger Skews for Specialized ProductsA Preference for AlternativesBranded vs. Private LabelTable 6-6: Positive Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2012(percent of U.S. adults)
  • 10. Table 6-7: Psychographic Indicators for Nutritional Supplement Users vs. Total U.S. Population,2012 (percent of U.S. adults)Table 6-8: Index of Psychographic Indicators for Nutritional Supplement Users, 2012 (U.S. adults)Table 6-9: Index of Psychographic Indicators for Nutritional Supplement Usage by Product Type,2012 (U.S. adults)Table 6-10: Index of Psychographic Indicators for Nutritional Supplement Usage by Brand, 2012(U.S. adults)Consumer DemographicsMore Older Adults Use Supplements41% of Supplement Users Are BoomersTable 6-11: Number and Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket,2012 (U.S. adults, numbers in millions and percent)The Gender GapHispanic Supplement Use Key to Market GrowthSocio-Economic IndicatorsPatterns by Product TypePatterns by Brand LineTable 6-12: Nutritional Supplement Usage: Overall Demographic Patterns, 2012 (percent, numberand index of U.S. adults)Table 6-13: Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2008 vs. 2012(U.S. adults)Table 6-14: Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs.Women, 2012 (U.S. adults)Table 6-15: Percentage and Number of Adults Using Nutritional Supplements: By Race/Ethnicity,2008 vs. 2012 (percent and number in millions of U.S. adults)Table 6-16: Indices for Adult Use of Nutritional Supplements: By Educational Attainment andHousehold Income, 2008 vs. 2012 (U.S. adults)Table 6-17: Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2012(percent and index of U.S. adults)Table 6-18: Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line,2012 (percent and index of U.S. adults)Contact: sales@reportsandreports.com for more information.