• Vitamins include single and multi-vitamin
supplements made of natural or synthesized
• Ingredients in the vitamin category include:
vitamin C, vitamin E, B vitamins, vitamin
A/beta carotene, vitamin K, niacin, folic acid,
and other single vitamins.
Single and multi-mineral supplements are made of natural or
• Vitamins and minerals face stiff competition amidst increasing sales of
functional foods and botanical supplements which are perceived to have
similar functions. ƒ
• The global vitamins and minerals market was valued at $24bn in 2010, and is
forecast to grow to almost $30bn by 2015. ƒ
• At $11bn the US is the largest market globally; revenues are expected to grow
by 3% year-on-year, reaching $12.7bn in 2015.
• ƒJapan is the second largest vitamins and minerals market globally, accounting
for 28% of the market in 2010.
• ƒMultivitamins accounted for around 60% of Western Europe’s $2.5bn vitamins
market in 2010. ƒ
• The UK and other developed European markets will see modest growth to
• Despite relatively tight regulation, Brazil’s vitamins and minerals
market will grow at a CAGR of around 7% to reach $1.2bn in 2015. ƒ
• Between 2007 and 2010, the bulk of vitamins and minerals product
launches occurred in North America, primarily the US.
• ƒThere was a marked decline in the numbers of vitamins and minerals
launches in the Asia Pacific region from 2007 to 2010. ƒ
• Claims relating to natural aspects of the product represented the
largest group of vitamins and minerals products launched in 2009 and
• ƒDue to a large number of products targeted at specific life-stages
and health conditions, multivitamins accounted for 63% of 2009/2010
Global vitamins and minerals market
Selected vitamins and minerals
markets ($m), 2010–15e
Selected vitamins and minerals
markets ($m), 2010–2015e
Segmentation of the Western
European vitamins market, 2010
Segmentation of the Western
European minerals market, 2010
Regional breakdown of product
Top 15 product claims on vitamins and
• The US, which is the largest global market, valued
at $11bn in 2010 is expected to grow at a CAGR
• The aging population and an increasing
investment in maintaining an active lifestyle
among younger and middle aged consumers will
be the main drivers.
• The rising tide of obesity for example will create
demand for supplements which are thought by
consumers to assist weight loss such as calcium,
magnesium and B vitamins.
Vitamins and Supplements top
brand as per OTC market and
Pharmacist recommendation in the
year 2013 -USA
• Centrum 63%
• One A Day 18%
• Nature Made 9%
• Nature's Bounty 6%
• VitaFusion Multivites 3%
• Nature's Way 1%
• Flintstones Gummies/Multivitamins 52%
• Centrum Kids 21%
• L'il Critters Gummy Vites 12%
• One A Day Multivitamins 6%
• Disney Character Gummies 5%
• One A Day Scooby-Doo Multivitamins 2%
• Other 2%
• Japan is the second largest vitamins and minerals market globally,
accounting for 28% of the market in 2009.
• Japan will show a similar growth rate to the US, reaching $8bn in
• The country’s swelling numbers of seniors combined with a
continued and rising interest in supplementation for health will be
the key market drivers.
• Increasing obesity and cancer as consumers move to a more
Western style diet are also positive.
• Over-the-counter (OTC) divisions of big pharma players, Daiichi
Sankyo and Eisai are the leading producers in Japan.
• China’s vitamins and minerals market was worth around
$1.5bn in 2009, and is expected to grow at a high single
digit rate to exceed $2bn by 2015.
• In China the use of dietary supplements for specific health
benefits are well established. For this reason, single
vitamins and minerals dominate the market.
• Vitamins are also widely purchased for perceived beauty
benefits (particularly in the case of vitamin E). To capitalize
on strong and growing interest in Western lifestyle
products, vitamins and supplements should be positioned
in a way so as maximize scientifically basis and premium
• In China, vitamins and minerals are regulated and approved
for sale by the State Food and Drug Administration (SFDA).
As part of the approval process, the supplier must send
samples to approved research labs for stability, function,
toxicity and purity tests. Within around 6 months, the lab
will submit a report to an SFDA committee which will either
reject the product or supply a certificate authorizing
marketing and distribution within the country.
• China’s rapidly growing OTC market has attracted several
Western big pharma companies such as Bayer, Boehringer-
Ingelheim and Wyeth who are all active in the vitamins and
• Brazil’s market is set to overtake the UK in 2011,
showing a healthy CAGR of 7% to approach
$1.2bn in 2015.
• In the five years to 2010, Brazil’s vitamins market
showed low double digit year-over-year growth.
• The country’s continued economic success is the
• Regulation in the country is relatively tight in
relation to other emerging nations.
• In February 2010, ANVISA began enforcing new
controls on OTC:
• The Eastern European vitamins and supplement
market is forecast to grow strongly to 2015. In
2010 the regional market was in the region of
$1bn, and will approach $1.5bn in 2015
growing at a CAGR of 7–10%.
• Multivitamins dominate the market, although
growth is expected to come from single
vitamins such as vitamin D, which currently has
• In line with other mature European countries, the UK
market will grow more modestly, at 2%, increasing from
around $820m in 2010 to $920m 2015.
• In the UK, functional foods, botanicals have presented a
robust challenge to the vitamins and minerals industry.
Much of the growth between 2005 and 2010 came from
products which target specific health concerns and life-
stages, for example, glucosamine for joints and
• Leading producers are Seven Seas (part of Merck KGaA),
Bayer, Boots, Tesco and Sainsbury’s.
• Vitamins and bio-additives take a special place on the
Russian pharmaceutical market.
• Registration of new pharmaceuticals as bio-additives is
now much easier and cheaper for manufacturers, huge
number of small and medium enterprises register their
products this way
• Russian customers are interested in vitamins and
functional bio additives as they pay increasingly closer
attention to preventive care and functional nutrition.
• Yet only a small part of the population (no more that
10%) take vitamins on the regular basis.
Vitamins and bio-additives in Russian
• A variety of regulatory, cultural, demographic and
technological trends will impact on the vitamins and
minerals market to 2015.
• To maximize opportunities, vitamins and minerals
producers need to focus on effective positioning and
innovative product development in mature markets.
• In emerging markets, where greater growth potential
exists, a strong focus on effective distribution will be the
• Across the board, adapting to the changing regulatory
environment will be a precondition for efficient