Reportlinker Adds Nutritional Supplements in the U.S., 4th Edition

NEW YORK, Sept. 9 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Nutritional Supplements in the U.S., 4th Edition

http://www.reportlinker.com/p096420/Nutritional-Supplements-in-the-US-4th-Edition.html

Fears about the recession dampening the nutritional supplement business have not been realized. Indeed, if anything, the market appears to have benefited from the economic uncertainty, since supplements stack up well against expensive prescription medications and possibly preventable medical procedures, especially as healthcare costs continue to soar. Accordingly, consumers are turning to supplements as a more affordable way to stay healthy, and even cash-strapped consumers used to taking supplements have been reluctant to eliminate them from their lifestyle regimens. At the same time, older Americans are significantly more likely to integrate supplements into their daily lives, and as the massive Baby Boomer population ages the supplement industry continues to widen its customer base. With these favorable winds at its back, the market has progressed steadily from 5.5% annual growth in 2007 to 6.5% in 2008 to 7.5% in 2009, bringing U.S. retail sales to $9.4 billion in 2009.

This fully updated Packaged Facts report examines the U.S. market for nutritional supplements sold to consumers through the full retail spectrum, including vitamins, minerals, herbals, homeopathics and combination products. The report provides extensive retail sales breakouts, past and future, along with a thorough examination of market drivers, the competitive situation, marketer and brand shares, marketing trends, and consumer trends. Special features include a discussion of competition from nutraceutical foods and beverages based in part on Packaged Facts' own consumer polling, and in-depth coverage of condition-specific products in myriad segments including joint, calcium, children's, eye, energy, heart, men's, women's, brain, digestive and cosmetic.

Using SymphonyIRI Group data, the report quantifies sales and marketer/brand shares across four categories (General Supplements, Multivitamins, 1 & 2 Letter Vitamins, and Liquid Vitamins), while Experian Simmons national survey data for 2010 form the basis of a thorough examination of product and brand penetration levels, while also exploring consumer attitudes toward nutritional supplements vis-à-vis related trends such as preventive healthcare and healthy eating. The report also quantifies new product introductions using data from Datamonitor's Product Launch Analytics service, details trends in private label, and pinpoints key competitive thrusts among myriad market players.

Chapter 1: Executive Summary

Scope & Methodology

Scope of Report

Mass-Market Product Classifications

Report Methodology

The Market

U.S. Retail Sales on the Ups

Figure 1-1: U.S. Retail Sales of Nutritional Supplements, 2005, 2009, 2014 (in millions of dollars)

Mass-Market Sales Accelerate

General Supplements Dominate Mass-Market Sales

Modest Growth in Condition-Specific Products

Supercenters/Mass Merchandisers Lead in Supplement Sales

Macro Trends

Consumers Sticking with Nutritional Supplements

The Marketers

Competitive Overview

Natural Product Marketers

Direct Marketing Companies

Multi-Level Marketers

Practitioner Channel on the Rise

Private-label Share Stagnant

Pharmavite and NBTY Lead the Market

New Product Trends

Supplement Introductions Bouncing Back

Dietary Themes Sell Supplements

Market Leaders in New Product Entries

Macro Trends

Consumer Trends

Between 57% and 63% of Adults Use Supplements

Figure 1-2: Percent of Adults Using Nutritional Supplements, 2006-2010 (U.S. adults)

Vitamin D Riding High

Top Brand Lines Are Multivitamins

Faith and Doubt on Supplement Efficacy

Forgetting to Take Their Pills

Age Is Leading Demographic Indicator

The Gender Gap

Supplement Socio-Economics

Chapter 2: Introduction

Market Definition

Scope of Report

Product Categories and Classifications

Vitamins

Minerals

Supplements

Mass-Market Product Classifications

Combination Formulas

Other Product Classifications

Single-Element vs. Multivitamin/Mineral

Synthetic vs. Natural

Demographic Segmentation

Delivery Systems

Industry Regulation

FDA and DSHEA Oversee Supplements Industry

The Nutrition Labeling and Education Act (NLEA)

Qualified Health Claims

RDAs, RDIs, DRVs and DVs

Congress Passes Adverse Event Reports (AER) Bill

The Dietary Supplement Health and Education Act

DSHEA Remains FDA Focus, Evolves

FDA Enforces Good Manufacturing Practices for Dietary Supplements

More Regulation on the Horizon

CRN Spearheading Industry Self-Regulation

Chapter 3: The Market

Market Size and Growth

U.S. Retail Sales Top $9 Billion in 2009

Table 3-1: U.S. Retail Sales of Nutritional Supplements, 2005-2009 (in millions of dollars)

Mass-Market Sales Accelerate

Table 3-2: SymphonyIRI-Tracked Sales of Nutritional Supplements, 2008-2009 (in millions of dollars)

Liquid Supplements Provide a Jolt, General Supplements a Baseline

Table 3-3: SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)

Table 3-4: Annual Dollar Growth/Decline in SymphonyIRITracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)

Table 3-5: Annual Percentage Growth/Decline in SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (percent)

Market Composition

General Supplements Dominate Mass-Market Sales

Figure 3-1: SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)

Modest Growth in Condition-Specific Products

Table 3-6: Condition-Specific Supplement Share of SymphonyIRI-Tracked Sales, 2008-2009 (in millions of dollars and percent)

Calcium and Joint Supplements Falling

Children's Supplements Robust

Healthy Eyes and Healthy Hearts

Women's Supplements Gaining on Men's

Brain and Energy Supplements Losing Vigor

Digestive Gains Big While Cosmetic Supplements Slip

Table 3-7: SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (in millions of dollars)

Table 3-8: Share of SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (percent)

Another Look at Nutritional Supplement Category Sales

Herbal Supplements Going Strong

Supercenters/Mass Merchandisers Lead in Supplement Sales

Figure 3-2: Share of U.S. Nutritional Supplement Sales by Retail Outlet Type, 2010 (percent)

Walmart Draws the Most Supplement Shoppers

Table 3-9: Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Channel, May/June 2010 (percent)

Market Outlook

Macro Trends

Consumers Sticking with Nutritional Supplements

A Supplement a Day Keeps the Doctor Away

Supplements' Public Image Always an Issue

A Growing Part of the Economy

Table 3-10: U.S. Out-of-Pocket Costs for Complementary and Alternative Medicine, 2007 (adults age 18 and over; in billions of dollar and percent)

Competition from Functional Foods

Figure 3-3: Level of Agreement with Statement, "Rather Than Vitamin/Supplement Pills, I Prefer to Buy Foods or Beverages with Specific Nutritional Benefits," February 2009 (percent)

Figure 3-4: Level of Agreement with Statement, "I Frequently Choose Foods and Beverages Because They Are Naturally Rich in Specific Nutrients," May/June 2010 (percent)

The Natural/Organic Connection

Aging Baby Boomers an Underpinning Market Force

Figure 3-5: Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2010 (U.S. adults)

Table 3-11: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2010 (percent of total U.S. adult users)

Table 3-12: Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)

Looking Ahead

Nutritional Supplements Not Immune to Economy

Table 3-13: New Vitamin and Mineral SKUs, 2005-2009

Projected Market Growth

Table 3-14: Projected U.S. Retail Sales of Nutritional Supplements, 2009-2014 (in millions of dollars)

Healthcare Bill Expected to Help Industry

Science Pushing Out Snake Oil

Integrative Pharmacies: A New Type of Supplement Retailer

Chapter 4: The Marketers

Competitive Overview

Recent Mergers & Acquisitions

Carlyle Group Purchases NBTY

Sanofi-Aventis Purchases Chattem

Atrium Takes Over Garden of Life

Practitioner Marketer Makes for Appealing Acquisition

Supplement Companies Help Relieve IPO Drought

Natural Product Marketers

Direct Marketing Companies

Direct and Online Sales Enticing Supplement Sellers

Online Sales at 3% of Revenue for GNC

Direct Mail Works for Nutritional Supplements

Ups and Downs of Multi-Level Marketers

Practitioner Channel on the Rise

Retailers Benefit from Private-Label Offerings

Private-label Share Stagnant

Figure 4-1: Private-Label Share of Mass-Market Sales of Nutritional Supplements by Category: 2007 vs. 2009 (percent)

Table 4-1: SymphonyIRI-Tracked Sales of Private-Label Nutritional Supplements by Category: 2007 vs. 2009 (in millions of dollars)

Category Cross-Over and Line Extensions

Consumer Advertising Themes and Promotions

Eco-Credibility

Traceability

Celebrity Endorsements

Web 2.0

Trade Support

The Retail Channel Classroom

Natural Grocers Continue to Extend Reach

GNC and Vitamin Shoppe Coming on Strong

Table 4-2: The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2009

Marketer and Brand Shares

Methodology

Pharmavite and NBTY Lead the Market

NBTY Leads in General Supplements

Multivitamins Category a Two-Horse Race

Pharmavite, Private Label Dominate in 1 & 2 Letter Vitamins

Liquid Supplements Category Highly Fragmented

Table 4-3: Top Twenty Marketers of Nutritional Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)

Table 4-4: Top Fifteen Nutritional Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)

Table 4-5: Top Marketers and Brands of General Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)

Table 4-6: Top Marketers and Brands of Multivitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)

Table 4-7: Top Marketers and Brands of 1 & 2 Letter Vitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)

Table 4-8: Top Marketers and Brands of Liquid Vitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)

Focus on Condition-Specific Products

Condition-Specific Products Charting Healthy Growth

Table 4-9: SymphonyIRI-Tracked Dollar Sales and Market Share of Condition-Specific Products by Type, 2008-2009 (in millions of dollars and percent)

Osteo Bi-Flex on Top in Joint Health Supplements

Table 4-10: Joint Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Citracal No. 1 in Calcium Supplements

Table 4-11: Calcium Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Children's Supplements Led by Bayer's Flintstones

Bausch & Lomb Dominates in Eye Care Supplements

Table 4-12: Children's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Table 4-13: Eye Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

NBTY's Q-Sorb Out Front in Heart Health Supplements

Table 4-14: Heart Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

One-A-Day a Strong No. 1 in Men's Supplements

Table 4-15: Men's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Women's Supplements Target Menopausal and Prenatal Health

Table 4-16: Women's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Consumers Aren't Looking for Energy in Supplements

Table 4-17: Energy Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Digestive Health Supplements Going Strong

Table 4-18: Digestive Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Cosmetic Supplements Down

Table 4-19: Cosmetic Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Sales Trending Down in Brain Health Segment

Table 4-20: Brain Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)

Chapter 5: New Product Trends

Supplement Introductions Bouncing Back

Table 5-1: Number of Vitamin and Mineral New Product Reports and SKUs, 2005-2010

Dietary Themes Sell Supplements

Table 5-2: Top Package Tags/Claims for New Vitamin and Mineral Products, 2005-2009 (number)

Table 5-3: High-Growth Nutritional Supplement Package Tags/Claims: 2009 vs. 2005 Increase (number)

Market Leaders in New Product Entries

Table 5-4: Number of Nutritional Supplement Launches by Company, 2008-2010

Macro Trends

Trends in Joint Supplements

Heart Health Supplements Going Strong

Aiming for the Gut

Omega-3s Still Have Mileage

Brain Boosters

Eye Care Supplements Lean on Scientific Support

The Oral Angle

Seeking Immunity

Supplements for Sleep

Targeting Specific Diseases and Conditions

Diabetes

Bariatric Patients

Tinnitus

ADHD

"Beauty from Within" Seeming Homely

Alternate Delivery Systems Tout Efficacy, Novelty

Powdered Supplements

Gummies and Gels

Oral Strips

Lip Balm

Up-and-Coming Ingredients

Vitamin D

Resveratrol

Superfruits

Chapter 6: Consumer Trends

Introduction

Notes on Experian Simmons Data

Between 57% and 63% of Adults Use Supplements

Figure 6-1: Percent of Adults Using Nutritional Supplements, 2006-2010 (U.S. adults)

Vitamin D Riding High

Figure 6-2: Selected Leading Types of Nutritional Supplement by Usage Rates, 2006 vs. 2010 (percent of U.S. adults)

Top Brand Lines Are Multivitamins

Figure 6-3: Top Nutritional Supplement Brand Lines by Usage Rates, 2006 vs. 2010 (percent of U.S. adults)

Table 6-1: Overview of Nutritional Supplement Usage, 2010 (percent and number of U.S. adults)

Consumer Psychographics

Faith and Doubt on Supplement Efficacy

Forgetting to Take Their Pills

Figure 6-4: Top Reasons Consumers Do Not Take Supplements, 2010 (percent)

Supplement Users Proactive About Healthcare

Stronger Skews for Specialized Products

A Taste for Alternatives

Branded vs. Private Label

Table 6-2: Psychographic Indicators for Nutritional Supplement Users, 2010 (percent and index of U.S. adults)

Table 6-3: Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2010 (percent of U.S. adults)

Table 6-4: Overall Psychographic Indicators for Daily Users of Nutritional Supplements, 2010 (number and percent of U.S. adults)

Table 6-5: Top Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (index of U.S. adults)

Table 6-6: Top Psychographic Indicators for Nutritional Supplement Usage by Brand, 2010 (index of U.S. adults)

Consumer Demographics

Age Is Leading Demographic Indicator

Figure 6-5: Percent of U.S. Adults Using Nutritional Supplements: By Age Bracket, 2010 (U.S. adults)

40% of Supplement Users Are Boomers

Figure 6-6: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2010 (percent of total U.S. adult users and number in millions)

Usage Edges Up in Age Brackets

The Gender Gap

Supplement Socio-Economics

Patterns by Product Type

Patterns by Brand Line

Table 6-7: Nutritional Supplement Usage: Overall Demographic Patterns, 2010 (percent, number and index of U.S. adults)

Table 6-8: Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2006 vs. 2010 (U.S. adults)

Table 6-9: Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women, 2010 (U.S. adults)

Table 6-10: Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2006 vs. 2010 (U.S. adults)

Table 6-11: Demographics of Those Using Nutritional Supplements Once or More Daily, 2010 (percent, number and index of U.S. adults)

Table 6-12: Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (percent and index of U.S. adults)

Table 6-13: Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line, 2010 (percent and index of U.S. adults)

Appendix: Addresses of Selected Marketers

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