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Vitamins, Minerals and Supplements - US - December 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Overview
The market
Figure 1: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2008-18
Segment performance
Figure 2: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2011 and 2013
Key players
Retail channels
Figure 3: Purchase location for vitamins, minerals, and supplements, September 2013
The consumer
Usage of vitamins, minerals, and supplements
Figure 4: Usage of vitamins, minerals, and supplements, September 2013
Reasons for using
Reasons for not using
Figure 5: Reasons for not taking vitamins, minerals, or supplements, by gender, September 2013
Attitudes toward usage
Figure 6: Attitudes toward vitamins, minerals, and supplements, September 2013
What we think
ISSUES AND INSIGHTS
Consumers continue to eat healthier diets, which could impact the need for vitamins, minerals, and supplements
The issues
The implications
Negative press about the effects of vitamins could erode future usage
The issues
The implications
Vitamins are commodities, in that all products are essentially the same. How can one brand stand out over another?
The issues
The implications
TREND APPLICATIONS
Trend: Prepare for the Worst
Trend: Play Ethic
Mintel Futures: Brand Intervention
MARKET SIZE AND FORECAST
Key points
Healthy growth in vitamins, minerals, and supplements market
Sales and forecast of vitamins, minerals, and supplements
Figure 7: Total US sales and forecast of vitamins, minerals, and supplements, at current prices, 2008-18
Figure 8: Total US sales and forecast of vitamins, minerals, and supplements, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 9: Total US sales and fan chart forecast of vitamins, minerals, and supplements, at current prices, 2008-18
MARKET DRIVERS
Key points
Women primary vitamin consumers
Figure 10: Male and female population, 2008-18
Increased sales of vitamins fueled by aging population
Figure 11: Regular use of vitamins, minerals, and supplements, by age, September 2013
Figure 12: Frequency taken vitamins/minerals, by age, May 2012-June 2013
Diverse population requires customized products
Figure 13: Usage of vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
Increasing healthcare costs affect all purchases
Figure 14: Usage of vitamins, minerals, and supplements, by household income, September 2013
Vitamins trends
Figure 15: Types of vitamins and minerals used most often, April 2007-June 2013
COMPETITIVE CONTEXT
Naturally occurring vitamins
Vitamin enhancements/fortified foods and drinks
SEGMENT PERFORMANCE
Key points
Sales of vitamins, supplements up, at the expense of minerals
Sales of vitamins, minerals, and supplements, by segment
Figure 16: Total US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2011 and 2013
SEGMENT PERFORMANCE – SUPPLEMENTS
Key points
Increased usage of supplements drives category growth
A concern for safety could hinder future growth
Sales and forecast of supplements
Figure 17: Total US sales and forecast of herbal supplements, at current prices, 2008-18
SEGMENT PERFORMANCE – VITAMINS
Key points
Sales of vitamins are healthy
Sales and forecast of vitamins
Figure 18: Total US sales and forecast of vitamins, at current prices, 2008-18
SEGMENT PERFORMANCE – MINERALS
Key points
Minerals suffer from limited usage
Sales and forecast of minerals
Figure 19: Total US sales and forecast of minerals, at current prices, 2008-18
RETAIL CHANNELS
Key points
Other channels dominate market
Drug stores have room to grow
Sales at supermarkets growing
Sales of vitamins, minerals, and supplements, by retail channel
Figure 20: US sales of vitamins, minerals, and supplements, at current prices, by retail channel, 2008-13
Purchase locations by type
Figure 21: Purchase location for vitamins, minerals, and supplements, by gender and age, September 2013
Spotlight on natural channels
Figure 22: Natural supermarket sales of vitamins, at current prices, 2011-13
Figure 23: Natural supermarket sales of vitamins at inflation-adjusted prices, 2011-13
Natural channel sales of vitamins by segment
Figure 24: Natural supermarket sales of vitamins, by segment, 2011 and 2013
Multivitamins losing share to individual products
Figure 25: Natural supermarket sales of vitamins, by product type, 2011 and 2013
LEADING COMPANIES
Key points
Acquisitions shake up competition in the market
Competitive market for vitamins, minerals, supplements
Manufacturer sales of vitamins, minerals, and supplements
Figure 26: MULO sales of vitamins, minerals, and supplements, by leading companies, rolling 52 weeks 2012 and 2013
Figure 27: Brands of vitamins and minerals used most often, April 2007-June 2013
BRAND SHARE – SUPPLEMENTS
Key points
Fragmented supplements market
Manufacturer sales of supplements
Figure 28: MULO sales of supplements, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – VITAMINS
Key points
Fruity chews reinvigorates vitamin segment
Manufacturer sales of vitamins
Figure 29: MULO sales of vitamins, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – MINERALS
Key points
Minerals struggle to keep up
Manufacturer sales of minerals
Figure 30: MULO sales of minerals, by leading companies, rolling 52 weeks 2012 and 2013
INNOVATIONS AND INNOVATORS
Innovation in vitamins/supplements slows
Figure 31: Vitamins and dietary supplement product introductions and share of branded/private label launches, 2007-13
Claims
Figure 32: Vitamins and dietary products launched, by top 10 claims, 2007-13
Beauty from within
Figure 33: Vitamins and dietary products launched, by appearance claims, 2007-13
Formats
Figure 34: Vitamins and dietary supplements product introductions by format, 2007-13
MARKETING STRATEGIES
Overview of the brand landscape
Theme: Celebrity endorsement
Figure 35: Swisse—Nicole Kidman Ultivites commercial, 2013
Figure 36: Bayer TruBiotics 5K commercial, 2013
Theme: Aligning with a charity
Figure 37: One A Day Women’s online promotion, 2013
Theme: Using social media
Figure 38: Schiff MegaRed promotion, 2013
Theme: Promoting taste
Figure 39: Vitafusion print advertisement, 2013
Figure 40: Vitafusion video ad, 2013
Figure 41: Flavor burst print advertisement, 2013
Figure 42: Nature Made VitaMelts commercial, 2013
Theme: Doctor recommended
Figure 43: Nature Made print advertisement, 2013
VITAMIN, MINERAL, AND SUPPLEMENT USAGE
Key points
Majority use vitamins
Figure 44: Usage of vitamins, minerals, and supplements, September 2013
Usage over indexes with women
Seek to increase usage with younger consumers
Figure 45: Usage of vitamins, minerals, and supplements, by gender and age, September 2013
Usage overlap
Figure 46: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013
Vitamin users are healthier
Figure 47: Attitudes/opinions about diet and health – agree summary, by vitamin users
REASONS FOR TAKING VITAMINS
Key points
Boosting general health main reason for taking vitamins
Site-specific reasons
Appealing to younger users
Figure 48: Reasons for taking vitamins, minerals, or supplements, September 2013
Lower household incomes take products as prevention
Figure 49: Reasons for taking vitamins, minerals, or supplements, by household income, September 2013
Purchase location depends on reason for taking
Figure 50: Reasons for taking vitamins, minerals, or supplements, by purchase location, September 2013
REASONS FOR NOT USING VITAMINS, MINERALS, AND SUPPLEMENTS
Key points
Vitamins not needed
Figure 51: Reasons for not taking vitamins, minerals, or supplements, by gender, September 2013
Convince nonusers products are worth investment
Figure 52: Reasons for not taking vitamins, minerals, or supplements, by household income, September 2013
Limited number of skeptics
Figure 53: Attitudes toward vitamins, minerals, and supplements (skeptics/confused), September 2013
PRODUCT FORMAT
Key points
Usage of traditional formats is high
Figure 54: Benefiber fiber supplement
Figure 55: Usage of and interest in vitamin, mineral, and supplement formats, September 2013
Meeting specific consumer wants
Figure 56: Interest in trying vitamins, minerals, and supplements, by age, September 2013
ATTITUDES TOWARD VITAMINS
Key points
Most agree products part of healthy lifestyle
Figure 57: Attitudes toward vitamins, minerals, and supplements (Health conscious), September 2013
Boosting appearance important to women
Figure 58: Attitudes toward vitamins, minerals, and supplements (appearance driven), September 2013
Anything goes
Figure 59: Attitudes toward vitamins, minerals, and supplements (anything goes), September 2013
Older consumers more likely to believe in vitamins
Figure 60: Agreement with attitudes toward vitamins, minerals, and supplements, by gender and age, September 2013
Figure 61: Attitudes and opinions about health and medicine, by gender and age, May 2012-June 2013
RACE AND HISPANIC ORIGIN
Key points
Usage lower among multicultural groups
Reasons for taking vitamins, minerals, and supplements
Figure 62: Reasons for taking vitamins, minerals, or supplements, by race/Hispanic origin, September 2013
Attitudes toward vitamins
Figure 63: Agreement with attitudes toward vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
Figure 64: Attitudes and Opinions about Diet and Health, by race/Hispanic origin, May 2012-June 2013
CONSUMER SEGMENTATION
Figure 65: Target clusters, September 2013
Group one: Skeptics
Demographics
Characteristics
Opportunities
Group two: True Believers
Demographics
Characteristics
Opportunities
Group three: Just Give Me the Basics
Demographics
Characteristics
Opportunities
Cluster characteristic tables
Figure 66: Usage of vitamins, minerals, and supplements, by target clusters, September 2013
Figure 67: Reasons for taking vitamins, minerals, or supplements, by target clusters, September 2013
Figure 68: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
Figure 69: Purchase location for vitamins, minerals, and supplements, by target clusters, September 2013
Figure 70: Agreement with attitudes toward vitamins, minerals, and supplements, by target clusters, September 2013
Cluster demographic tables
Figure 71: Target clusters, by demographic, September 2013
Cluster methodology
KEY HOUSEHOLD PURCHASE MEASURES – INFORMATION RESOURCES INC. BUILDERS PANEL DATA
Overview of vitamins
Multivitamins
Consumer insights on key purchase measures
Brand map
Figure 72: Brand map, selected brands of multivitamins buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 73: Key purchase measures for the top brands of multivitamins, by household penetration, 52 weeks ending June 24, 2012
One- and Two-letter Vitamins
Consumer insights on key purchase measures
Brand map
Figure 74: Brand map, selected brands of one- and two-letter vitamins buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 75: Key purchase measures for the top brands of one- and two-letter vitamins, by household penetration, 52 weeks ending June 24, 2012
Liquid Vitamins/Minerals
Consumer insights on key purchase measures
Brand map
Figure 76: Brand map, selected brands of liquid vitamins/minerals buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 77: Key purchase measures for the top brands of liquids vitamins/minerals, by household penetration, 52 weeks ending June 24, 2012
APPENDIX – OTHER USEFUL CONSUMER TABLES
Vitamin usage
Figure 78: Regular usage of vitamins, minerals, and supplements, by gender, September 2013
Figure 79: Usage of vitamins, minerals, and supplements, by age, September 2013
Figure 80: Any usage of vitamins, minerals, and supplements, by gender, September 2013
Figure 81: Types of vitamins and minerals used most often, April 2007-June 2013
Figure 82: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013
Figure 83: Usage of vitamins, minerals, and supplements, by usage of vitamins, minerals, and supplements, September 2013 (continued)
Brand usage
Figure 84: Brands of vitamins and minerals used most often, April 2007-June 2013
Reasons for taking vitamins
Figure 85: Reasons for taking vitamins, minerals, or supplements, by gender, September 2013
Figure 86: Reasons for taking vitamins, minerals, or supplements, by age, September 2013
Figure 87: Reasons for taking vitamins, minerals, or supplements, by purchase location, September 2013
Figure 88: Reasons for taking vitamins, minerals, or supplements, by purchase location , September 2013 (continued)
Product format
Figure 89: Interest in trying vitamins, minerals, and supplements, by gender, September 2013
Figure 90: Usage of vitamin, mineral, and supplement formats, by gender and age, September 2013
Figure 91: Interest in trying vitamins, minerals, and supplements, by gender and age, September 2013
Figure 92: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
Figure 93: Interest in trying vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013 (continued)
Purchase location
Figure 94: Total US retail sales of vitamins, minerals, and supplements, by channel, at current prices, 2011 and 13
Figure 95: Purchase location for vitamins, minerals, and supplements, by gender, September 2013
Figure 96: Purchase location for vitamins, minerals, and supplements, by age, September 2013
Figure 97: Purchase location for vitamins, minerals, and supplements, by household income, September 2013
Figure 98: Purchase location for vitamins, minerals, and supplements, by race/Hispanic origin, September 2013
Figure 99: Purchase location for vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013
Figure 100: Purchase location for vitamins, minerals, and supplements, by regular use of vitamins and supplements, September 2013 (continued)
Attitudes toward vitamins
Figure 101: Agreement with Attitudes toward vitamins, minerals, and supplements, by gender, September 2013
Figure 102: Agreement with Attitudes toward vitamins, minerals, and supplements, by age, September 2013
Figure 103: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013
Figure 104: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013 (continued)
Figure 105: Agreement with attitudes toward vitamins, minerals, and supplements, by reasons for taking vitamins, minerals, or supplements, September 2013 (continued)
Figure 106: Agreement with attitudes toward vitamins, minerals, and supplements, by purchase location for vitamins, minerals, and supplements, September 2013
Figure 107: Agreement with attitudes toward vitamins, minerals, and supplements, by purchase location for vitamins, minerals, and supplements, September 2013 (continued)
Online usage
Figure 108: Frequency of visiting websites, by target clusters, September 2013
APPENDIX – MARKET DRIVERS
Patient Protection and Affordable Care Act
Consumer confidence
Figure 109: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 110: US Unemployment Rate, by month, 2002-13
Figure 111: US unemployment and underemployment rates, 2007-13
Figure 112: Number of employed civilians in US, in thousands, 2007-13
Obesity
Figure 113: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
Childhood and teen obesity – highest in decades
Figure 114: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 115: US population by race and Hispanic origin, 2008, 2013, and 2018
Figure 116: Households with children, by race and Hispanic origin of householder, 2012
Shifting US demographics
Figure 117: US population, by age, 2008-18
Figure 118: US households, by presence of own children, 2002-12
APPENDIX – INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX – TRADE ASSOCIATIONS

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